Don't Freak Out!

Surviving and Thriving

When a Crisis Strikes

For Audio Call: 1-408-792-6300 Event Number: 668 923 722

Presented By:Madeline Stanionis, Watershed,

Will Valverde, Watershed

Moderated by: Eric Glader, Care2

August 31, 2011

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For Audio: 1-408-792-6300 Event Number: 668 923 722

For Audio: 1-408-792-6300 Event Number: 668 923 722

Nonprofits use Care2 for:

• Online Advocacy

• Email list growth

• Donor lead acquisition

• Driving traffic to website

• Advertising and branding

• Surveys and research

• Education and outreach

What is Care2?

Citizens use Care2 for:

• Starting or signing petitions

• Volunteering

• Donating $

• Spreading news

• Commenting on blogs

• Starting groups (organizing)

• Joining nonprofits

• The largest online community of people “making a difference”

• 16+ million “do-gooders”

We care about making a difference!

62%

45%

26%

82%

35%

24%

34%

18%

62%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Contributed financially to a non-profit organization

Written to or personally spoken with an elected official

Written an opinion letter to an editor of a newspaper ormagazine

Created or signed a petition

Participated in online discussions about issues ofinterest to me

Attended or addressed a public meeting

Volunteered at a charity event

Volunteered at a school

Voted in a federal, state or local election

5

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For Audio: 1-408-792-6300 Event Number: 668 923 722

Not long ago, the nearly constant but usually impossible

threat to defund Planned Parenthood became possible.

Planned Parenthood launched the biggest, most integrated in every way, campaign in their history.

What are we talking about?Constituents. Activists. Donors.

…and engaging them during a crisis to create change, raise money, take action…

What are we NOT talking about?Media. Stakeholders. Program

participants.…and delivering them education,

persuasion, branding…

Most organizations are bad at handling crises!

Why?

OMG we take so freakin’ long to do things…

We don’t want to appear opportunistic

We’re notvery

honest

This is what happens…We form a committee

We involve everyone

We make sure both kitties and frogs are heard

We obtain buy-in

We take six months

We can’t do everything, so we choose to do something well

Our brave new 24/7 world hates it when you

do that

First…what’s a crisis?

Sometimes it’s an actual crisis.

Sometimes it’s just a thing. Those are even

better!

A situation requiring rapid response…

Our constituents are reading and hearing about it

Our constituents are talking about it

Is it an important thing in our organization?

Is there something real, logical, and useful for our constituents to do?

How rapid is rapid?

A: Two minutes

B: Two hours

C: Two days

D: Two weeks

Before you get into a crisis…

Get clear

PPFA crisis online strategyMassive, aggressive and cohesive action

“War room”

Let a thousand flowers bloom

Levels and layers of engagement

Allow the campaign to ebb and flow naturally

Enhance and amplify what’s happening within and without the organization

All hands on deck willing to do ANYTHING

By the time the crisis struck, we were ready –

and so were our supporters

vs.

Prior to the first big vote

Field organizing

Extensive media outreach

Urgent direct response fundraising

Email and call actions

Mobile, email, social network, video, web, advertising, etc.

When the vote came down on a Friday afternoon,

immediately:

Email

Mobile

Ads (all kinds)

Social media

(Mail, media, field, etc)

The heart of the campaign

In the first four hours…

102,708 unique signers

Over 50% were new listmembers

Lots of donations

Social media flood – and not just on PPFA properties

Then a thousand flowers bloomed

Then a thousand flowers bloomed

Then a thousand flowers bloomed

Then a thousand flowers bloomed

Then a thousand flowers bloomed

Then a thousand flowers bloomed

Then a thousand flowers bloomed

Then a thousand flowers bloomed

By the end of the campaign826,000 unique signers

Over 30% were new listmembers

Lots tons of donations

35,000 calls to Congress

Facebook and Twitter audiences more than doubled

Supporters are energized like never before

Most importantly: WE WON.

So now what?

Your new audience is actually NEW

Supporter motivation changes definition of “high bar”

Bring them into your whole wide world

Not everything is a crisis – don’t abuse it

Thank you.

Questions?

For Audio: 1-408-792-6300 Event Number: 668 923 722