Optimizing Conversions

1Putting the Strategy Into Strategic Communications

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About Michael Hoffman

Former senior nonprofit fundraiser and political consultantFounded See3 Communications to use digital strategy and tools to up the impact of nonprofits and causes

About Laura Wilson

Veteran of 2012 Obama campaign digital teamFocus on digital campaign strategy and storytelling for change

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See3 CommunicationsStrategyCapacity buildingVideo, web, engagement

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Roadmap for our session

What is strategic communications?

How do you use strategy with your grantees?

Translating strategy into tactics

Tips and tricks for digital tools

LAURA we got your surveys, we know your roles are different based on size, type of work

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So: What the heck does strategic communications actually mean?

MICHAEL

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strategy (noun)A plan of action or policy designed to achieve a major or overall aim.

1.1 The art of planning and directing overall military operations and movements in a war or battle. Often contrasted with tactics (see tactic).

Laura: Political campaign example: Big goal we want more votes. Theory of change is that voters were sure of will convince people were less sure of. Get voters who are strong ID to message their friends to vote. the THEORY OF CHANGE

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tactic (noun)1. An action or strategy carefully planned to achieve a specific end.

Laura so tactically we developed a tool

Michael Tactics the resources you use to achieve the strategy. Roles.

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Bringing strategy into the mix with your grantees

MICHAEL Q FOR GROUP: When you get proposals that include digital, communications campaigns is it strategic?

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Theories of change What is the change you want to see?Who is in a position to make that change happen?

The Theory: How can you influence those people/groups?

Who can make the change that you seek? What are the different ways you can influence those people?

Michael: ECE CA person: tactic is to create fellowship for ECE profs. Got to that because she found 75% of childcare workers were trained BADLY in CA communities. China = gurus, yoga teachers, mystics and mistresses.

Laura: Guzzardi signs example

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Theory of Change #1

Goal: To protect individuals from unsafe chemicals in seafoodAudience: ConsumersTheory: Providing simple tips on how to shop for chemical-free products will make it easier for supporters to live smarter

Question for group: How could the NRDC take this to the next level? Could they more specifically target audiences ie, parents, young professionals, etc?

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Theory of Change #2

Goal: To enact better legislation protecting clean waterAudience: LawmakersTheory: A petition with enough signatures will influence lawmakers to take action

Carry through to tactics what additional tactics could you use to share the petition?

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Theory of Change #3

Goal: To build constituency advocating for better environmental protectionAudience: Current NRDC supporters and their friendsTheory: People are more likely to get involved if their friends already are. Peer pressure will recruit new likes/followers who can take action on future NRDC campaigns

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So how is your org evaluating your grantees impact?

MICHAEL when someone publishes a paper, its a tactic. Is the strategy or theory of change clear?

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Evaluation For every communications campaign, ask:

MICHAEL you may choose to say youre not measuring, but be deliberate. Make a choice. Example marriage equality. Not always a simple straight line

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Say no to vanity metrics

MICHAEL

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How can you be a catalyst for your grantees to do their best work?

Strengthening the skills, competencies and abilities that will allow your grantees to achieve measurable and sustainable results.

Vision, quality, time, skills, integration, organizational development, leadership

Michael Theres another role you can play, in building capacity. How do you help grantees get better at this work. When funders push their grantees around skills, its a great way to encourage them to invest in those skills

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Exercise: Mapping Strategic Focus

5 minutes

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From STRATEGY toTACTICS

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Put it into practice:

How do you use digital tools to lead in your field?

How can you support your grantees in infusing strategy into their digital tactics?

SHOULD BE 3:10 pm here

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Traditional Mindset: Hubs and Spokes

LAURA

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vs. the Network Mindset

LAURA

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Benefits of Strong Networks More efficient use of staff timeRegenerative, constant flowSustaining energyResponsive & generousFocus on people and communityExpand community of supporters

LAURA: Investing in your network over time

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How are you talking about change?

Michael: Change is about people its as much about psychology as it is information

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VIDEO

MICHAEL - VIDEO SECTION

keepitSIMPLE

The best stories make complex ideas to simple. If possible keep your story to one message, idea, theme; viewer often miss the point you really want too make if you present them with too many secondary messages

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Witness:http://youtu.be/LUpan97hLuo

Simple concept

Make it personal

Video works most effectively when it creates a sense of identification between the viewer and the people in the story. People connect to people. As a result, be careful not to make your story about ideas, programs or policies, but the people who personify them.

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IRC Visions not Victimshttp://youtu.be/dCdqBMOudR4

be the moon

What he means is that its often better to tell stories of your works impact or to hear peopleoutside your org talking about how great you are, than to hear you saying how great you. Like the moon, you can bask in the reflected light more than radiate your own30

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Global Zero:http://youtu.be/2doFTYLK2q8

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First benchmark survey on use and impact of nonprofit video.

446 Survey Participants Senior ManagementCommunications Development

Nonprofit Organizations Representative of large, medium and small orgsRich diversity of missionsBroad range of experience with video

YouTube Platform Data20,000+ nonprofits

http://www.see3.com/intofocus

Move to end heros journey slide, not being the doer but being the mentor

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GOING SOCIAL

LAURA

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LAURA: Coming back to that vanity metrics piece

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Landscape of Digital Communications

LAURA Were not going to get nitty gritty into the detaisl

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Three principles of being social

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1. Add value

Adding value and grabbing the attention economy. Not just magnifiying other traditional content but creating something unique

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2. Be real

Adding value and grabbing the attention economy. Chris Hatfield

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3. Strengthen the network

International vaccine campaign

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Some basic tips to get you started:

Use an editorial calendar Facebook < 3 / Day Twitter 1++ / Day P2P Asks Are Key

Mornings: 8 9AM Lunch: 12 1PM End of Day: 4:30 6PM Nights: 9:30 11PM

Weekends vs. Wednesdays!

Active Social Media Times

The times you think are most useful arent always the case. In the US, we often see weekends working well and after dinner, after the kids go to bed working really well.

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Lets all think of video concepts for project X

43Thank You!

Questions?

mhoffman@see3.comwww.See3.com(773) 784-7333