campaigns as an experience of your brand · campaigns as an experience of your brand #13ntccamp ....

Campaigns as an Experience of Your Brand #13NTCcamp

Janna Chan Andrea Roy Michael Sola Farra Trompeter

Session overview

•Brandraising •Campaigns •Your Brand & Your Campaign •Case Studies

• Open Door fundraising campaign, Fountain House • One Million Strong coalition campaign, Fight Colorectal Cancer • Draw the Line advocacy campaign, Center for Reproductive Rights

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#13NTCcamp @farra @andlroy @michaelsola @ReproRights

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Why do nonprofits communicate?

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Why do nonprofits launch campaigns?

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How do nonprofits launch campaigns?

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Build a story across channels • Problem • Solution • Action • Goal • Timeline

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Use your campaign to… • Connect the community with your

mission • Engage/activate your supporters • Build your list, attract supporters • Change hearts and minds • Raise money • Reinforce, intro, or shift your brand

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Case studies

www.fountainhouse.org

OUR BRAND

www.fountainhouse.org

Positioning: Leading the way to mental health through innovative working communities.

www.fountainhouse.org

Effective Gutsy Hopeful Innovative

Welcoming Respected Fluid Transformative

Personality:

www.fountainhouse.org

www.fountainhouse.org

OUR GOALS

www.fountainhouse.org

Raise more money Increase online engagement Communicate the full range of Fountain House’s work to supporters

www.fountainhouse.org

THE CAMPAIGN

www.fountainhouse.org

Concept: “Open the Door to Mental Health”

www.fountainhouse.org

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www.fountainhouse.org

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www.fountainhouse.org

THE RESULTS

www.fountainhouse.org

$88,390 was raised overall. 34% more gifts were made online than in the previous year. $187.78 was the average online gift amount, over 3 times the industry standard.

ESTABLISHING A CAMPAIGN AROUND A

COALITION ONE MISSION. ONE MILLION.

GET BEHIND A CURE.

DEVELOPING A NEW CAMPAIGN AND INTEGRATING A NEW LOOK

Using FightColorectalCancer.org while establishing CRCMillionStrong.org

THE CHALLENGES

• Maintain brand recognition • Expanding the mission • Establishing a play ground separate yet

connected • Connecting the dots • Reach a different and potentially new

levels of engagement

EVOLVING ONE MILLION STRONG

The Blue Star – logo used by most Colon Cancer organizations

Maintained connection with Blue Star theme and color branding of FightCRC

KEY ELEMENTS OF FIGHTCRC BRANDED EVENTS

• Our Signature Advocacy event: Call-on Congress

• Incorporate “be strong” theme

THE LAUNCH – STRIKING A POSE

Using star power in PSA video and print material. • Charles Kelly • Frank White

SOCIAL MEDIA

Twibbon, eStore, Photo Contests

SOCIAL MEDIA

Twitter, YouTube and LinkedIn using elements of the brand

THE LAUNCH

RESULTS

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Resources and inspiration

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Resources • Brandraising: How Nonprofits Raise Visibility

and Money Through Smart Communications, Sarah Durham | www.amazon.com

• Our websites • http://www.bigducknyc.com • http://www.crcmillionstrong.org/ • http://www.fightcolorectalcancer.org • http://www.fountainhouse.org • http://www.reproductiverights.org • http://www.drawtheline.org

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© Jeremy Crow

Thanks!

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