Presented by: Allyson Kapin, Rad Campaign and Danielle Brigida, NWF

SalsaLabs, March 19, 2013

Best Practices to Build a Multichannel Campaign Plan

http://www.socialchangeanytime.com

Agenda

How to create a multichannel campaign plan:

•  Why is “multichannel” so important?

•  What to consider before making your plan

•  8 steps to a multichannel campaign plan

•  Things to consider for rolling out your plan

@radcampaign @starfocus #scanytime

Why is “multichannel” so important?

Your Supporters Are Superheroes

Your Supporters Are Superheroes

They want to make this world a better place whether it’s donating money or supplies to hurricane Sandy relief organizations like the American Red Cross

Signing a petition for more pedestrian friendly streets in DC for bikers, walkers, skateboarders, and runners.

Your Supporters Are Superheroes

How Can Organizations Help Superhero's Save The Day?

Reach Them Wherever They Are!

And designing and developing multichannel campaigns that gives them the tools to take action whether they are checking out a website on a desktop computer.

Waiting on line for coffee at a local coffee shop checking email on their smartphones.

Reach Them Wherever They Are!

In route to a new city for business or pleasure

Reach Them Wherever They Are!

Waiting for the bus and seeing a poster and QR code to donate money to the American Red Cross to help in disaster relief.

Reach Them Wherever They Are!

Mobile Facts You Need To Know

Fact: 5.2 Billion Mobile Accounts Worldwide

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

Sources: Pew, Nielsen, and Knotice  

Mobile Facts You Need To Know

Mobile Facts You Need To Know

Social Media Facts You Need To Know Fact: Americans spend 25% of their time online on social networks.

What to consider before creating your multichannel

campaign plan?

Focus On Shared Goals

Identify the topics, causes, and goals that are of most interest to your community, and the most easily shared with their friends, family, and colleagues.

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?

Design For Distribution

•  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

People all over the world used Meetup.com’s Meetup Everywhere feature to register a solidarity event in over a 1000 cities. Four months after the launch of #OccupyWallStreet, there were over 2,800 “Occupy” events on the map.

Cross Channel Promotion: Offline To Online

Oxfam’s Use of QR Codes For A Benefit Auction •  Celebrities donated sentimental

items and clothes. •  When a potential buyer scanned a

QR code on a sales tag with their smartphone, videos of celebrities popped up which featured a personal story behind that item for sale.

•  For example, “scanning a code on a dress donated by Annie Lennox revealed that she wore it to Nelson Mandela’s 90th birthday party.

8 Steps to create a multichannel campaign plan.

Steps To Creating Multichannel Campaign

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

Is solving world hunger realistic?

� � � � � NO!

Is raising $25K to support a local soup kitchen to distribute 300 meals to homeless people in DC in December realistic?

� � � � � �� � � YES!

Steps to Creating Multichannel Campaigns

Identify Realistic Short-Term And Long-Term Goals And Objectives.

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.

Steps to Creating Multichannel Campaigns

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

Steps to Creating Multichannel Campaigns

3. Craft Your Core Message And Define The Messaging Hook

Steps to Creating Multichannel Campaigns

Examples of Core Messages:

1.   Pink is Pretty, Breast Cancer is Not – a campaign by the National Coalition of Breast Cancer aimed at deconstructing all of the pink corporatization of breast cancer.

2.   The Golden Boob Awards: Exposing The Biggest Boobs Of All - a campaign aimed at exposing bogus products that claimed they could better detect changes in breasts or organizations that made false claims about getting/curing breast cancer.

Steps to Creating Multichannel Campaigns

4. What Actions Do You Want People To Take?

Steps to Creating Multichannel Campaigns 4. What Two Key Actions Did NWF Want People to Take During the Oil Spill?

1.  Re-share NWF’s updated facts on the oil spill and its impact on wildlife.

Steps to Creating Multichannel Campaigns 4. What Two Key Actions Did NWF Want People to Take During the Oil Spill?

2. Collect donations via multiple channels – email, website, text-to-give, checks, to get resources where they were needed to help wildlife impacted by oil spill.

Steps to Creating Multichannel Campaigns 4. What Two Key Actions Did NWF Want People to Take During the Oil Spill?

Steps to Creating Multichannel Campaigns

5. Understand How Your Supporters Think

Steps to Creating Multichannel Campaigns

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

• Direct Mail •  Email •  Texting •  Social Media

Steps to Creating Multichannel Campaigns

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 •  Social media strategies and messaging. •  Text-to-give messaging if appropriate. •  Online or print advertising to promote the campaign, 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 •  Thank you messages and fundraising campaign updates.

Steps to Creating Multichannel Campaigns 7. Setup A Campaign Calendar

Courtesy of the The Leukemia and Lymphoma Society’s Totally Baldacious campaign.

Steps to Creating Multichannel Campaigns

8. How Will You Reach People In Online Communities?

•  � � � � � � � � � �•  � � � � � N� � � � � � � � � � � � � � �

•  � � � � � � � � � � � � � � �� � � � � � i � � � �� � � �   � � � �

What to consider for rolling out your multichannel

campaign plan?

Roll Out Your Multichannel Campaign

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 Your Multichannel Campaign

•  Follow Your Campaign Calendar: Launch campaign asks and messaging across different channels – Direct Mail, Email, Social Media, Texting, etc.

•  Tailor Messaging To Each Channel: Adapt messaging according to tone and length of each channel.

•  Segment Your List. Identify your activists or donors by segmenting them to personalize your campaign and make your ask more appropriate to their interests and level of engagement. You can also geo-target depending on the campaign.

•  Conduct A/B Testing. Test different elements of your campaign – subject lines in email, landing page donation forms, graphics, etc.

•  Promote Your Campaign. Market the heck out of it across multiple channels and communities that your target audiences are hanging out in.

•  Measure the Results: Bottom line - Did you achieve the change you were seeking?

Do It Wrong Quickly Test. Tweak. Repeat.

•  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!

Questions?

h>p://amznly.com/kq

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Connect with us:

Allyson Kapin: Rad Campaign, Women Who Tech

Email: Allyson@radcampaign.com Twitter: @womenwhotech Rad Website: http://www.radcampaign.com Women Who Tech: http://www.womenwhotech.com Blog: http://www.frogloop.com

Danielle Brigida: NWF

Email: BrigidaD@nwf.org Twitter: @starfocus

NWF Website: http://www.nwf.prg