webinar: lessons from campaign 2010
DESCRIPTION
Innovations in Online Fundraising and Organizing from the 2010 Mid-term ElectionsTRANSCRIPT
Webinar: Lessons from Campaign 2010:
Innovations in Online Fundraising and Organizing
from the Mid-term Elections
For Audio Call: 1-408-792-6300 Event Number: 666 945 083
Presented By:Teddy Goff, Blue State Digital, Taryn Rosenkranz, DCCC and
Eric Rardin, Care2.com
November 9, 2010
Using WebEx• Chat & raise hand
• If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 665 945 083
• If you lose your internet connection, reconnect using the link emailed to you.
• WebEx Support: 1-866-229-3239
For Audio: 1-408-792-6300 Event Number: 666 945 083
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: 666 945 083
For Audio: 1-408-792-6300 Event Number: 666 945 083
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”
• 14 million “do-gooders”
2010 MIDTERM ELECTIONS:THE GOOD, THE BAD, AND THE LESSONS LEARNED
Teddy Goff | Associate VP, Strategy | Blue State Digital
PRINCIPLE:AUTHENTICITY
6
MONTHS AGO
THE DAY AFTER
PRINCIPLE:TRANSPARENCY
12
PRINCIPLE:PARTICIPATION
17
TACTICSMATTER
Lessons Learned from 2010
What Went Right… And could have been even better!
Success Stories – capitalize on news, hitting the right moment, creating the right urgency, expanded email lists What could have improved response
Subject Lines Contribution pages with navigations Links to news stories Too long emails No graphics
Email Confessional What’s the right amount of emails?
Did I test?
Did I send non-fundraising emails?
Have I sent an email since?
Did I segment?
Did I ask too much or too little?
Email Solicitations A-B-C’sThe Truth is NO ONE wants to give to you
but they will if you make the case right!
1) Make it personal (one person to a person)
2) Make a transaction argument
3) Make it not look like homework (text light!)
4) Make the subject line mysterious (one word)
5) Make all links go to fundraising pages (DO NOT LINK TO NEWS STORIES, PLEASE!!!)
Am I working on growing my list? Email appends
Swaps, swaps, swaps, swaps and more swaps
Facebook ads
Multi channel giving
Offline Events
Surrogate Asks
DO: Have good subject lines Use one-word, short, mysterious, vague words usually
negative works best. ABSURD, OUTRAGEOUS,
DESPICABLE
DON’T USE THE FOLLOWING…
The following are unfortunately real subject lines:
Contribute before midnight tonight
Critical Fundraising Deadline
Double your donation
Last chance to give
DO: Write from one person to one person
FR: Joe Smith (personalize with mail merge)
DON’T:DON’T: DO NOT Send from DO NOT Send from the “Smith Campaign”the “Smith Campaign”
DO: Include Ad on Contribution page
DON’T: Take them to watch a video and come back
DON’T: Link to YouTube or anywhere for them to watch the video and then come back and GIVE. They don’t come back!
DO: Link only to Contribution Page!!
DON’T: DO NOT EVER EVER EVER EVER EVER EVER EVER EVER EVER EVER (don’t you even think it!) LINK TO A NEWS STORY!
newspaper pay people lots of money to keep people on their sites – do not send them there to read a story, they are never coming back to give!
CALL/EMAIL FOR HELP!Taryn Rosenkranz
Director of Marketing & New Media
Democratic Congressional Campaign Committee
(202) 485-3527 office
Questions?