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About the Presenter⢠Vice President of Nonprofit Services & Solutions, Lumity
⢠12 years of experience in local workforce development programs
⢠15 years of experience in IT solutions, customer relations and project management
⢠Talks about his Labrador incessantly John Suffern@jsuff54
[email protected](312) 237-4209
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
About the Presenter⢠Director of Partnership Development,
Public Good
⢠Executive Leadership, 2015 #ILGiveBig Campaign
⢠10 years of experience in nonprofit development, marketing and community building
⢠National Director of Alumni Relations, Columbia College Chicago
⢠Managing Partner, Grant Park Group
⢠Co-Founder: CheckpointDWI
Josh Culley-Foster@culleyfoster
[email protected](312) 428-4108
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Goals
1. Provide overview of online campaign elements
2. Overview of tools
3. Examples of online campaigns
4. Campaign Q&A
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Getting to Know YouWho are you?
Whatâs your organization?
What do you hope to get out of this workshop?
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Planning for SuccessGood campaigns are:
1. Compelling2. Obtainable3. Measurable
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Compelling Reasonâ˘Will your audience say: âtake
my money!â or âwho cares?â⢠Solves a REAL problem
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Setting Goalsâ˘Inspiring and obtainableâ˘Simpleâ˘No ceiling
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Measurable ResultsKnowing how you succeeded (or failed) helps you:â˘Replicate successâ˘Course correct⢠Translate lessons learned to
guide future actions
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Planning for SuccessGood campaigns are:
1. Compelling2. Obtainable3. Measurable
4.Time Sensitive
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Time Sensitive2 Major Considerations
1. Time is a motivator. Set a deadline for your campaign. If you give your audience time to pause, you will engage/convert fewer.
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Time Sensitive2 Major Considerations, cont.
2. Your time. How much time do you and your staff actually have to commit to this campaign?â˘Develop multiple messages
for multiple clientsâ˘Measure and course correct
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Define Your AudienceCurrent and who youâre building towards
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Itâs All About Your Audience
The purpose is to connect with your audience and get them to act.
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Your Digital Presenceâ˘Campaign website or web pageâ˘Database⢠Social mediaâ˘Blog
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Campaign Website⢠This is home base. Information central.â˘Donate Now: 1-click to donation page from
here⢠Email capture form⢠Social media linksâ˘Ways to give
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Being ResponsiveWhy it matters to have your online content
translate on every type of device.
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Measurement & TestingThis is the prime benefit of online campaigns. Everything is measurable - and quickly so.
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Crafting Your Story
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Be a Compelling TeaseLure your audience in!
â˘Surprise them
â˘Pique their curiosity
â˘Donât be boring!
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âEmotional Contagionâ
January 2015
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âEmotional ContagionâCreate a powerful emotional appeal that requires immediate action.
PAWS Cold Weather Fund
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Always include an Ask?
YESâŚalways include a call to action of some sort.
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Keeping it Fresh
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Banking Content
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Finding Balance⢠Too many emails?⢠Too much content?â˘Balance on different channels
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
A/B TestingWhat to look for in A/B testing.
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Stewardship
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Additional Tips
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Tips for Tweets
publicgood.com @publicgoodMade with in Chicago by Public Good Softwaređ
Example: Feeding America
http://www.feedingamerica.org/ways-to-give/
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Email Footer/HeadersSubtle appeals that become part of your branded message. Do not have to include a direct ask.âShareâ or âLearn Moreâ
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