campaigns as an experience of your brand · campaigns as an experience of your brand #13ntccamp ....
TRANSCRIPT
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
www.fountainhouse.org
www.fountainhouse.org
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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
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