Social Change Anytime Everywhere: Best Practices to Build a Multichannel Campaign Plan

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Social Change Anytime Everywhere:

Best Practices to Build a

Multichannel Campaign Plan

Amy Sample Ward & Allyson Kapin

February 27, 2013


Of:

Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

www.synthesispartnership.com

(617) 969-1881

[email protected]

INTEGRATED PLANNING


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Affordable collaborative data

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Today’s Speakers

Amy Sample Ward Membership Director

NTEN - Nonprofit Technology Network

Hosting:

Sam Frank, Synthesis Partnership Assisting with chat questions: Jamie Maloney, Nonprofit Webinars

Allyson Kapin Co-Founder

Rad Campaign

@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign

Best

Practices to

Build a

Multichannel

Campaign

Plan

Why is “multichannel” so

important?


Your Supporters Are Superheroes



Help Them Save the Day


Reach Them Wherever They Are

Fact: 5.2 Billion Mobile Accounts Worldwide

Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone

Mobile Facts to Know


Mobile Facts to Know


Fact: Americans spend 25% of their time online on social networks.


Social Media Facts to Know

What to consider before

creating your multichannel

campaign plan?


Focus on Shared Goals


Identify Hot Topics:

• How did you become aware of

our work?

• Which of our

programs/services/campaigns

are you most interested in?

• Would you like more information

about any of our

programs/services/campaigns

to share with your friends and

family?

• What aspects of our work are

you least interested in?

• What do you think we should

focus on together in the coming

year?

Focus on Shared Goals


• First occupy camp started in New

York City.

• People posted and re-shared

information about issues, actions,

and personal stories on Twitter and

Tumblr, live-streamed video on

Vimeo, and shared pictures on their

mobile phones.

Design for Distribution


Design for Distribution


Oxfam’s Use of

QR Codes

For A Benefit Auction

Cross-Channel Promotion


8 Steps to create a

multichannel campaign plan.


1. Identify Short-Term And Long-Term Goals.

Solving World Hunger?

NO!

Raising $25K to support local soup

kitchen to distribute 300 meals to homeless people in DC in Dec.?

YES!

Creating A Multichannel Campaign


Example: What goals will we achieve by raising $25,000 for the local soup

kitchen?”

Goal One: To illustrate that homelessness has risen 25% in our city over the last

year, resulting in a rising demand for our free meals and job training services. We

want donors to understand that every night there are lines of hundreds of hungry

people outside of our door waiting for a hot meal.

Goal Two: For every $50 donated, 25 homeless people will get a nutritious dinner

for one week at our soup kitchen, beginning next week.

Goal Three: For every $25 donated, our soup kitchen will provide computer-

training classes to 10 people homeless people we are serving for one month.

Goal Four: To tell the personal story of a soup kitchen volunteer who has

benefitted from eating regularly at our soup kitchen and participating in our job-

training program.

Creating a Multichannel Campaign


2. Identify Your Target

Do you have an advocacy target? Who are you supporters? Are they:

• College students

• Parents of toddlers

• Environmentalists

• Insert your supporters here



3. Craft Your Core Message And Define The Messaging Hook



4. What Actions Do You Want People Take?



5. Understand How Your Supporters Think



6. How Do Your Target Audiences Prefer To Get Info?

• Direct Mail

• Email

• Texting

• Social Media



7. Setup A Campaign Calendar

• Email appeals and graphics.

• Welcome series for new donors.

• Website donation landing pages, graphical callout boxes,

and homepage hijacks.

• Direct Mail, Telemarketing, Advertising (on and offline) etc.

• Social media strategies and messaging.

• Text-to-give messaging if appropriate.

• Fun interactives that don’t ask donors for money.

• A/B testing which is to analyze two different versions of a

webpage, appeal, or message to see which is more

effective.

• Segmenting for various channels

• Thank you messages and fundraising campaign updates.



8. How Will You Reach People In Online Communities?

• Niche blogs • Facebook/LinkedIn

Groups • Online networks like

Care2 or Change.org



What to consider for

rolling out your multichannel

campaign plan?


Launch Your Email Series

Email 1: Tell the story of the overall campaign, lay out the

campaign goals and the impact donors can expect to see

from their action.

Email 2: Update people on the campaign’s progress. Remind

people of the story you shared in the previous appeal.

Reinforce the message that you still need their help to make

an impact and meet the campaign goals.

Email 3: The final message is another update and one last

ask for help to truly make that tangible impact and meet your

goals.

Roll-Out A Multichannel Campaign


• Follow Your Campaign Calendar

• Tailor Messaging To Each Channel

• Segment Your List

• Conduct A/B Testing

• Promote Your Campaign

• Measure the Results

Roll-Out a Multichannel Campaign


• Focus on 1 objective not 10.

• Don’t get lost in “pleasing”

everyone – funders, every target

audience, staff.

• You are not your target audience.

Your heroes are!

Do It Wrong Quickly


Thank you

socialchangeanytimeeverywhere.com


Connect with us:

Allyson Kapin: Rad Campaign, Women Who Tech

Email: [email protected]

Twitter: @womenwhotech

Rad Website: http://www.radcampaign.com

Women Who Tech: http://www.womenwhotech.com

Amy Sample Ward: NTEN

Email: [email protected]

Twitter: @amyrsward

NTEN Website: http://www.nten.org

Blog: http://www.amysampleward.org



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