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Sponsored by: A Service
Of:
Social Change Anytime Everywhere:
Best Practices to Build a
Multichannel Campaign Plan
Amy Sample Ward & Allyson Kapin
February 27, 2013
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Sponsored by: A Service
Of:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
INTEGRATED PLANNING
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Sponsored by: A Service
Of:
Affordable collaborative data
management in the cloud.
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Sponsored by: A Service
Of:
Today’s Speakers
Amy Sample Ward Membership Director
NTEN - Nonprofit Technology Network
Hosting:
Sam Frank, Synthesis Partnership Assisting with chat questions: Jamie Maloney, Nonprofit Webinars
Allyson Kapin Co-Founder
Rad Campaign
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@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
Best
Practices to
Build a
Multichannel
Campaign
Plan
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Why is “multichannel” so
important?
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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Your Supporters Are Superheroes
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
Your Supporters Are Superheroes
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@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
Your Supporters Are Superheroes
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@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
Help Them Save the Day
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@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
Reach Them Wherever They Are
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@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
Reach Them Wherever They Are
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Reach Them Wherever They Are
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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Reach Them Wherever They Are
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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Fact: 5.2 Billion Mobile Accounts Worldwide
Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone
Mobile Facts to Know
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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Mobile Facts to Know
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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Fact: Americans spend 25% of their time online on social networks.
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
Social Media Facts to Know
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What to consider before
creating your multichannel
campaign plan?
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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Focus on Shared Goals
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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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?
Focus on Shared Goals
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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• 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.
Design for Distribution
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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Design for Distribution
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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Oxfam’s Use of
QR Codes
For A Benefit Auction
Cross-Channel Promotion
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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8 Steps to create a
multichannel campaign plan.
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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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!
Creating A Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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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 computer-
training 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 job-
training program.
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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2. Identify Your Target
Do you have an advocacy target? Who are you supporters? Are they:
• College students
• Parents of toddlers
• Environmentalists
• Insert your supporters here
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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3. Craft Your Core Message And Define The Messaging Hook
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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4. What Actions Do You Want People Take?
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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5. Understand How Your Supporters Think
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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6. How Do Your Target Audiences Prefer To Get Info?
• Direct Mail
• Texting
• Social Media
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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7. Setup A Campaign Calendar
• Email 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.
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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8. How Will You Reach People In Online Communities?
• Niche blogs • Facebook/LinkedIn
Groups • Online networks like
Care2 or Change.org
Creating a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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What to consider for
rolling out your multichannel
campaign plan?
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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Launch Your Email Series
Email 1: Tell the story of the overall campaign, lay out the
campaign goals and the impact donors can expect to see
from their action.
Email 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.
Email 3: The final message is another update and one last
ask for help to truly make that tangible impact and meet your
goals.
Roll-Out A Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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• Follow Your Campaign Calendar
• Tailor Messaging To Each Channel
• Segment Your List
• Conduct A/B Testing
• Promote Your Campaign
• Measure the Results
Roll-Out a Multichannel Campaign
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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• Focus on 1 objective not 10.
• Don’t get lost in “pleasing”
everyone – funders, every target
audience, staff.
• You are not your target audience.
Your heroes are!
Do It Wrong Quickly
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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Thank you
socialchangeanytimeeverywhere.com
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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Connect with us:
Allyson Kapin: Rad Campaign, Women Who Tech
Email: [email protected]
Twitter: @womenwhotech
Rad Website: http://www.radcampaign.com
Women Who Tech: http://www.womenwhotech.com
Amy Sample Ward: NTEN
Email: [email protected]
Twitter: @amyrsward
NTEN Website: http://www.nten.org
Blog: http://www.amysampleward.org
@AmyRSWard SocialChangeAnytimeEverywhere.com @RadCampaign
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