12 steps to make your multichannel campaign stand …bigducknyc.com 12 steps to make your...
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12 steps to make your multichannel
campaign stand out
Rachel Hope Allison | Big Duck
Nonprofit Technology Network
May 8, 2013
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Rachel Allison
Senior Strategist
@rachishoping
Dr. Who fanatic
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What we’re covering Last week
• What is a multichannel campaign?
• What tips can I steal be inspired by from big-time viral successes?
This week
• How can I make my next multichannel campaign stronger—before Oprah discovers me?
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Your top goal for today
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Poll slide What’s the most important thing you’d like to get out of today’s webinar?
• Ideas for what campaign topics are best
• Steps for planning a multichannel campaign
• Ideas for what to include in each channel
• Other
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Recap from last week
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What do the blockbuster campaigns have in common?
• Highlighted a specific and timely problem
• Offered a relevant, attainable solution
• Set a goal that was big enough to inspire, small enough to attain
• Had a clear timeline w/ regular reminders and milestones
• The action was easy, but relevant enough to feel meaningful
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What do the blockbuster campaigns have in common? • Displayed a consistent look across
channels
• Related strongly to a brand that already inspired loyalty, trust
• Started with existing supporters, and enlisted them as the messenger
• Empowered and gave credit to supporters, so they could own success
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• Cultivate a list that will be ready to respond and share your best campaign
• Be ready to strike when the iron is hot
• Hone your campaign skills, start now!
How can you apply these lessons to your own org?
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What multichannel success might look like before Oprah discovers you…
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2011 Campaign Results • Total raised: $88,390
• Average gift: $187.78
• Average gift up 86%
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2012 Campaign Results • Total raised: $127,024
• Average online gift: $132.32
• Overall returns up 43%
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Lessons Learned • A direct mail sourced list is open and
responsive to online fundraising
• Timing of appeals matters
• Segmentation and consistency may be helping strong average gifts
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Envisioning your own multichannel campaign
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1. Find a subject that’s relevant
and timely to your audience
• News “waves”
• Making your
own news
• Holidays
• Stories
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2. Identify your org’s most
urgent objectives for this year
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3. Use these to build a common
campaign story across channels
• Problem
• Solution
• Action
• Goal
• Timeline
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4. Decide on a concept to unify
the look and feel of all elements
• Look — Font, design
elements,
photography
• Feel — Effective,
gutsy, welcoming,
hopeful innovative,
respected
• Name — Open the
door to mental health
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5. Select the right channels to
reach your audiences
• Where are they?
• Where are you?
• What will you gain from
additional channels?
• How far can you push
them to explore new
media?
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6. Maximize each channel for
what it does best
• Mail — Fundraising, expanded stories
• Email — Deadline-driven fundraising,
short, informal updates
• Established social media — Storytelling,
conversation, drive traffic to web
• New social media — Excitement,
storytelling, drive traffic to web
• Web — Online giving, other online actions,
destination for email & social media
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7. Include an online action
other than giving
• Legislative actions,
petitions
• Polls, quizzes
• Photo petitions and
sharing
• In all, consider if you
can capture email
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8. Set the right goal to motivate
your audiences
• Low enough to be
achievable
• High enough to be
inspiring
• Common across all
channels
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9. Connect channels to each other and to your campaign concept
Make a campaign-customized…
• Donation page and thank you
• Homepage slide or button
• URL in direct mail appeal
• Follow-up requests to spread the word
via social media
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10. Craft your calendar for each
channel around deadlines
• Typical year-end
timeline is 1-2 months
• 1 direct mail appeal
• 3-5 emails
• Lead w/ non-giving asks
• Increase frequency
around deadline
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11. End your campaign with
report-back in all channels
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12. Plan how you’ll capture and
analyze key results
Identify the tools/processes will allow you to capture at least these metrics:
• Open/clickthroughs
• Donation page conversion rate
• Response rate
• Average gift
• Compare against previous year
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As we wrap up…
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Take 2 minutes…
• What’s one thing you learned today that you think will be important moving forward?
• What one step you can take this week to put that idea into practice?
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And coming up next… • 5/1: What tips can I steal be inspired by from big-time viral successes?
• 5/8: How can I make my next multichannel campaign stronger?
• 5/15: What do I need to have in place before my campaigns will really take off?
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Resources and inspiration
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Big Duck Resources • Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durham www.amazon.com
• Big Duck’s website http://www.bigducknyc.com/casestudies
• The Duck Call Blog www.bigducknyc.com/blog 12 Ways You Can Make Your Campaign Stronger Four Tips for Integrated Campaign Success
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Other Resources • 2013 eNonprofit Benchmarks Study http://www.e-benchmarksstudy.com/
• 2012 Blackbaud Charitable Giving report http://bit.ly/YZw3gF
• Online Marketing Nonprofit Benchmark Study http://bit.ly/1821meK
• Network for Good—Online Giving Study http://www.onlinegivingstudy.org/
• Year-End Fundraising Resources—Change.org http://www.change.org/partners/yearend
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Contact Rachel
linkedin.com/in/rachelhopeallison
twitter.com/rachishoping
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Contact Big Duck
bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck
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Upcoming Trainings 5/15: Creating a Roadmap for Multichannel Campaign Success
6/25 Wanna raise more money online?
Learn about other Big Duck trainings at:
http://www.bigducknyc.com/resources/workshops
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Questions?