opening presentation sf peppercom

Digital Marketing & PRThe New Frontier for Non-Profits

Sandy Pfaff Miles OrkinDirector/West Coast National Director E-Revenue & Mobile InnovationPeppercom American Cancer Society

Living in the Non-Profit World Today…

“No mission without money, no money without mission”

“Pain Points” For Non-Profits to Overcome

• Organizations vying for the same dollars and volunteers

• Needs are high, resources are low

• Big organizations inflexible to change

• Small organizations nimble, but with limited resources and infrastructure

• Resources and funds often tied up in the wrong places

• Operating at 1.0 in a 2.0 + world

http://images.google.com/imgres?imgurl=http://techbuddha.files.wordpress.com/2009/01/obama-hope.jpg&imgrefurl=http://techbuddha.wordpress.com/2009/01/20/open-letter-to-barack-obama-securing-critical-infrastructure/&usg=__WviY6mnZz9OMLQx62jaCMNIN7kw=&h=665&w=430&sz=90&hl=en&start=3&um=1&tbnid=kzIeAzPm9KBLdM:&tbnh=138&tbnw=89&prev=/images?q=obama+hope+image&um=1&hl=en&sa=G

The Digital Opportunity

• Cost effective brand awareness and visibility• Broad reach + one-to-one engagement• Personalized, targeted fund raising• Micro-donations• Volunteer recruitment• List building• Measurement/ROI

Why it Works

• Speed – “in the moment”• Cost efficient• Grassroots / viral• Builds community• Extends local and global reach• Contemporizes your brand• Personal touch and connection

The Digital “Buffet” – Delivering Content

• Blogs and blogger outreach• Viral videos • Call to action emails & ongoing news updates• Don’t underestimate the power of your own website - blogs,

news, videos, podcasts, two-way dialogue with constituents

The Digital “Buffet” – Online Communities

• Social Networking• Groups

• Causes

• Fundraising

• Legislative Issues

• Social benefit organizations – using technology for social good

Case Study

Text-to-Give at American Cancer Society

• How it startedACS looking to expand revenue streams, develop innovative outreach strategies

• How it worksEnd user initiates $5 donation via SMS message on mobile phone in response to call to action (multiple options for CTA)

• Results to dateStrong internal affinity, too early to measure performance

• What’s next?Expand program, test and refine tactics, integrate with existing campaigns and programs

Timeline

• March 2008 ACS looking to expand revenue streams, develop innovative outreach strategies

• July 2008 Initial discussions with Mobile Giving Foundation• Sept 2008 Text-to-give pilot planned, in support of Making

Strides Against Breast Cancer in CA (over 50,000 supporters)• Oct 2008 Pilot canceled due to carrier issues• Nov 2008 Proof-of-concept test at UCLA basketball game.• Dec 2008 Pilot re-start, additional divisions added• Feb 2009 Pilot launch, only small events only so far

Keys to Success

• Improve understanding of ideal mediums and tactics for delivering call to action

• Provide turnkey materials for field implementation• Integrate with existing campaigns - traditional and new media -

and other constituent outreach strategies.• Educate key corporate stakeholders about program parameters

and limitations

How it Works

Proof of Concept

Where PR Can Help…

• As agency of record – paid or pro bono• Start with “pilot programs”• Volunteer• Make a financial commitment to a cause• Seek out Board opportunities• Share best practices

Contact:

Sandy Pfaff Miles OrkinPeppercom American Cancer [email protected] [email protected] 510-464-8209