Best Practices to Build a Multichannel Campaign

Transcription

1 Best Practices to Build a Multichannel Campaign Plan

2 Why is multichannel so important?

3 Mobile Facts to Know Fact: 5.2 Billion Mobile Accounts Worldwide Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone

4 Mobile Facts to Know

5 Mobile Facts to Know

6 Social Media Facts to Know Fact: Americans spend 25% of their time online on social networks.

7 What to consider before creating your multichannel campaign plan?

8 Focus on Shared Goals

9 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?

10 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.

11 Design for Distribution

12 Cross-Channel Promotion Oxfam s Use of QR Codes For A Benefit Auction

13 8 Steps to create a multichannel campaign plan.

14 Creating A Multichannel Campaign 1. Identify Short-Term And Long-Term Goals. Solving World Hunger? NO! Raising $25K to support local soup kitchen to distribute 300 meals to homeless people in DC in Dec.? YES!

15 Creating a Multichannel Campaign 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 computertraining 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 jobtraining program.

16 Creating a Multichannel Campaign 2. Identify Your Target Do you have an advocacy Who are you supporters? Are they: College students Parents of toddlers Environmentalists Insert your supporters here

17 Creating a Multichannel Campaign 3. Craft Your Core Message And Define The Messaging Hook

18 Creating a Multichannel Campaign Examples of Core Messages Example One: 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. Example Two: 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.

19 Creating a Multichannel Campaign 4. What Actions Do You Want People Take?

20 Steps to Creating Multichannel Campaigns 4. What 2 Key Actions Did NWF Want People To take? 1. Re-share NWF s updated facts on the oil spill and its impact on

21 Steps to Creating Multichannel Campaigns 4. What 2 Key Actions Did NWF Want People To take? 2. Collect donations via multiple channels , website, text-to-give, checks, to get resources where they were needed to help wildlife impacted by oil spill.

22 Steps to Creating Multichannel Campaigns 4. What 2 Key Actions Did NWF Want People To take?

23 Creating a Multichannel Campaign 5. Understand How Your Supporters Think

24 Creating a Multichannel Campaign 6. How Do Your Target Audiences Prefer To Get Info? Direct Mail Texting Social Media

25 Creating a Multichannel Campaign 7. Setup A Campaign Calendar appeals and graphics. Welcome series for new donors. Website donation landing pages, graphical callout boxes, and homepage hijacks. Direct Mail, Telemarketing, Advertising (on and offline) etc. Social media strategies and messaging. Text-to-give messaging 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 for various channels Thank you messages and fundraising campaign updates.

26 Creating a Multichannel Campaign 8. How Will You Reach People In Online Communities? Niche blogs Facebook/LinkedIn Groups Online networks like Care2 or Change.org

27 What to consider for rolling out your multichannel campaign plan?

28 Roll-Out A Multichannel Campaign Launch Your Series 1: Tell the story of the overall campaign, lay out the campaign goals and the impact donors can expect to see from their action. 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. 3: The final message is another update and one last ask for help to truly make that tangible impact and meet your goals.

29 Roll-Out a Multichannel Campaign Follow Your Campaign Calendar Tailor Messaging To Each Channel Segment Your List Conduct A/B Testing Promote Your Campaign Measure the Results

30 Connect with us: Allyson Kapin: Rad Campaign, Women Who Tech Rad Website: Women Who Tech: Amy Sample Ward: NTEN NTEN Website: Blog: