Are You Ready to React?
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Transcript of Are You Ready to React?
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Are You Ready to React? Are You Ready to React?
How to Make the Most of a Crisis Situation with
Cross Channel Integration.
Tweet about it! #10ntc.react
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The PanelThe Panel
Brenna HolmesSenior Interactive Services Account Executive
Charlotte KresseDirector Interactive Department
Greg ZelderMembership Director California State Parks Foundation
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Your QuestionsYour Questions• What do you hope to learn here?• Is your organization ready to react?• If not, what are some of your pain
points?
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What to Expect HereWhat to Expect Here
Takeaways:• How integrating channels can increase revenue when
used appropriately • The foundation you need to have in place to be able
to respond to a crisis quickly • How to capitalize and maintain momentum from a
campaign across multiple channels
• Good times & beer!
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The 3 C’s of IntegrationThe 3 C’s of Integration
1. Communication– Get interested parties together for planning meetings
2. Collaboration– Discuss organizational goals and how a multi-channel
campaign can achieve these goals
3. Cooperation– Work backwards from Target Campaign date
and determine what channel will be executing when
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3 Case Studies3 Case Studies
1. Sierra Club2. NARAL Pro-Choice America3. California State Parks Foundation
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• Sierra Club collaborated with PBS to promote the new Ken Burns documentary series “National Parks: America’s Best Idea” – (aired Sept. 27 – Oct. 2, 2009)
• An aggressive online campaign was created: 100,000 Champions for National Parks– The goals were to
• maximize brand awareness of the connection between the Club & national parks
• reach out to new audiences online • grow the email file
Timely & Relevant Timely & Relevant
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Timely and RelevantTimely and Relevant
Takeaways:• Be Flexible• Break Through the Silos• Use What You Already Have
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• On May 31, 2009 Dr. Tiller an abortion care provider in Wichita, Kansas was murdered
• Immediately following, NARAL Pro-Choice America provided outlets for people to express their outrage: – send a note of encouragement/gratitude to staff – asked to attend vigils – sign an online memorial
Online … Online … Turning Anger in Action Turning Anger in Action
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• The money raised from the soft ask on the memorial page exceeded all stand alone appeals for FY09 up to that time
• Donations increased by 40% to the website• Towards the end of the month the organization felt it
was ready to fundraise, but only if it helped continue Dr. Tiller’s legacy
Online … Online … Turning Anger in Action Turning Anger in Action
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• Result = Trust Women Wristband Campaign• For $10.00 people could purchase 5 wristbands• Donors received a slip of paper containing a url to
register their wristbands in order to fill in a map that showed the broad nationwide support for Dr. Tiller
Online … Online … Turning Anger in Action Turning Anger in Action
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Results:
• Highest grossing campaign of FY09• 68% of gifts came from first time online
donors• 2% of total revenue from social networking
promotions
Online … Online … Turning Anger in Action Turning Anger in Action
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Beat Projections by 27%
Beat Projections by 27%
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Virtual Rally• Less than two months later another abortion care provider
was targeted • We asked donors to send in a picture wearing their wristband
and/or hold a sign saying Trust Women• Locally asked activists to stand outside and hold Trust Women
Signs outside clinic• Results – pro-choice supporters far out numbered anti-choice
protestors
Online … Online … Turning Anger in Action Turning Anger in Action
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Online … Online … Raising AwarenessRaising Awareness
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Online … Online … Turning Anger in Action Turning Anger in Action
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Takeaways:• Be Flexible• Be Aggressive• Maintain Seamless Communication Across
Channels
Online … Online … Turning Anger in Action Turning Anger in Action
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• California State Parks Foundation– May 26: Sacramento releases news that 220 parks may
close due to budget cuts– Within one week CSPF was able to execute a successful
full scale multi-channel strategy to fight this budget crisis head on.
– Online, Direct Mail, and Telemarketing worked together to increase awareness of the imminent threat and garner public support to save California’s magnificent state parks and beaches.
An Integrated ApproachAn Integrated Approach
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• Website redesigned• Aggressive online petition & donation campaign • Facebook Friend Get a Friend campaign
– 10 times the fans in 4 days– 90 times the fans in 4 months
(517 48,828. Now over 53,700 fans!)• Google & Facebook Ads 24,512 clicks
– Over 75% of petition signers camefrom Facebook and Google Ads
Education & Action Education & Action to Expand Reachto Expand Reach
42% page completion
rate!
89% of all signers
were new to the file
12% of signers
came from TAF
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Multi-Channel Maximizes the Message Multi-Channel Maximizes the Message & the Impact & the Impact
• Efforts mirrored offline with three DM “Urgent Grams”
• Current TM calls stopped & restarted with the urgent appeal scripts
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• 73% of petition signers were new to the file!• TM reinstatement call including separate
activist conversion – Pledge rate beat DM responsive lapsed donors
• 2 part conversion email series– Garnered an amazing .81% response rate
Activist ConversionActivist Conversion
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Takeaways:• Be Flexible• Be Prepared• Use All Possible Communication Channels
An Integrated ApproachAn Integrated Approach
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Questions?Questions?
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