don't freak out! surviving and thriving when a crisis strikes
DESCRIPTION
Want to learn how an organization turns crisis into opportunity?Get every little detail of how Planned Parenthood Federation of America turned the most significant funding attack in its history into a movement-building moment with a fast-moving, multifaceted online campaign. You'll learn how to prepare your organization for an emergency before it strikes, how to make the most of your moment in the spotlight, and what to do to maintain momentum when things get back to [what passes for] normal.You'll learn about:-Setting up internal processes so you're ready to respond when disaster strikes;-Integrating communications channels -- web, email, social media, mobile, and offline -- to create a multifaceted campaign;-Working with partners -- including allied organizations and individual supporters -- to expand your reach;-Maintaining momentum and motivating all those new supporters once the crisis passes.About the presenters:Madeline Stanionis, CEO & Founder, WatershedWill Valverde, Strategy Director, WatershedEric Glader, Director of Nonprofit Services, Care2TRANSCRIPT
Don't Freak Out!
Surviving and Thriving
When a Crisis Strikes
For Audio Call: 1-408-792-6300 Event Number: 668 923 722
Presented By:Madeline Stanionis, Watershed,
Will Valverde, Watershed
Moderated by: Eric Glader, Care2
August 31, 2011
Using WebEx• Chat & raise hand
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For Audio: 1-408-792-6300 Event Number: 668 923 722
For Audio: 1-408-792-6300 Event Number: 668 923 722
Nonprofits use Care2 for:
• Online Advocacy
• Email list growth
• Donor lead acquisition
• Driving traffic to website
• Advertising and branding
• Surveys and research
• Education and outreach
What is Care2?
Citizens use Care2 for:
• Starting or signing petitions
• Volunteering
• Donating $
• Spreading news
• Commenting on blogs
• Starting groups (organizing)
• Joining nonprofits
• The largest online community of people “making a difference”
• 16+ million “do-gooders”
We care about making a difference!
62%
45%
26%
82%
35%
24%
34%
18%
62%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Contributed financially to a non-profit organization
Written to or personally spoken with an elected official
Written an opinion letter to an editor of a newspaper ormagazine
Created or signed a petition
Participated in online discussions about issues ofinterest to me
Attended or addressed a public meeting
Volunteered at a charity event
Volunteered at a school
Voted in a federal, state or local election
5
This Webinar is being Recorded• The webinar will be available on the Frogloop blog at
http://www.Frogloop.com
• You will receive a link to this presentation following the webinar.
• Tweeting the webinar? Use the Twitter hashtag: #Care2
For Audio: 1-408-792-6300 Event Number: 668 923 722
Not long ago, the nearly constant but usually impossible
threat to defund Planned Parenthood became possible.
Planned Parenthood launched the biggest, most integrated in every way, campaign in their history.
What are we talking about?Constituents. Activists. Donors.
…and engaging them during a crisis to create change, raise money, take action…
What are we NOT talking about?Media. Stakeholders. Program
participants.…and delivering them education,
persuasion, branding…
Most organizations are bad at handling crises!
Why?
OMG we take so freakin’ long to do things…
We don’t want to appear opportunistic
We’re notvery
honest
This is what happens…We form a committee
We involve everyone
We make sure both kitties and frogs are heard
We obtain buy-in
We take six months
We can’t do everything, so we choose to do something well
Our brave new 24/7 world hates it when you
do that
First…what’s a crisis?
Sometimes it’s an actual crisis.
Sometimes it’s just a thing. Those are even
better!
A situation requiring rapid response…
Our constituents are reading and hearing about it
Our constituents are talking about it
Is it an important thing in our organization?
Is there something real, logical, and useful for our constituents to do?
How rapid is rapid?
A: Two minutes
B: Two hours
C: Two days
D: Two weeks
Before you get into a crisis…
Get clear
PPFA crisis online strategyMassive, aggressive and cohesive action
“War room”
Let a thousand flowers bloom
Levels and layers of engagement
Allow the campaign to ebb and flow naturally
Enhance and amplify what’s happening within and without the organization
All hands on deck willing to do ANYTHING
By the time the crisis struck, we were ready –
and so were our supporters
vs.
Prior to the first big vote
Field organizing
Extensive media outreach
Urgent direct response fundraising
Email and call actions
Mobile, email, social network, video, web, advertising, etc.
When the vote came down on a Friday afternoon,
immediately:
Mobile
Ads (all kinds)
Social media
(Mail, media, field, etc)
The heart of the campaign
In the first four hours…
102,708 unique signers
Over 50% were new listmembers
Lots of donations
Social media flood – and not just on PPFA properties
Then a thousand flowers bloomed
Then a thousand flowers bloomed
Then a thousand flowers bloomed
Then a thousand flowers bloomed
Then a thousand flowers bloomed
Then a thousand flowers bloomed
Then a thousand flowers bloomed
Then a thousand flowers bloomed
By the end of the campaign826,000 unique signers
Over 30% were new listmembers
Lots tons of donations
35,000 calls to Congress
Facebook and Twitter audiences more than doubled
Supporters are energized like never before
Most importantly: WE WON.
So now what?
Your new audience is actually NEW
Supporter motivation changes definition of “high bar”
Bring them into your whole wide world
Not everything is a crisis – don’t abuse it
Thank you.
Questions?
For Audio: 1-408-792-6300 Event Number: 668 923 722