multichannel best practices and success storiesbigducknyc.com we are a 21st century veterans’...
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Multichannel Best Practices and
Success Stories
Rachel Hope Allison & Meghan Teich
Big Duck May 1, 2013
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Meghan Teich Rachel Allison
Strategist Senior Strategist
@ItsMeghanT @rachishoping
Loves tacos Dr. Who fanatic
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What we’ll cover • Multichannel campaigns
• What they are
• Success stories
• What they have in common
• Takeaways you can use
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Your top goal for today
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Poll slide (?) What’s the most important thing you’d like to get out of today’s webinar?
• Clarity on whether I should invest in multichannel campaigns
• Inspiration from multichannel superstars
• Ideas about how to get started
• Other
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What is a multichannel campaign?
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Reasons Nonprofits Communicate
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Be clear. Be compelling. Be consistent.
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We are a 21st Century veterans’ organization
dedicated to standing with the veterans of Iraq
and Afghanistan from their first day home
through the rest of their lives.
Be clear about your brand
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“We’ve got your back”
On Veterans Day 2009, IAVA and the Ad Council
launched a national campaign to support Iraq &
Afghanistan veterans and direct them to
Community of Veterans to find critical mental
health, employment, and education resources.
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Be compelling by bringing your audience into the story
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Be consistent across channels
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Be consistent across channels
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Be consistent across channels
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Be consistent across channels
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Be consistent across channels
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How nonprofits are succeeding with multichannel campaigns
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Blackbaud donorCentrics
Internet & Multichannel Giving
Benchmarking Report
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Blackbaud donorCentrics
Internet & Multichannel Giving
Benchmarking Report
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Multichannel giving increases donor value
• When direct mail donors start giving online, giving increases from 35-50% per year.
• Online gifts are typically higher average gifts & more frequent than direct mail
• Many direct mail & online donors move to online monthly giving
• Multichannel campaigns can bring back lapsed donors & increase donor retention
http://www.slideshare.net/is7/mailbox-to-multichannel-turn-an-offline-campaign-into-a-multichannel-success
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“Luck is where opportunity meets preparation.” -- Seneca
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Three blockbuster examples
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But before their red logo went
viral, the HRC…
• Had been rallying their community around Million for Marriage campaign since 2003
• Had built awareness around their iconic equality logo for over a decade
• Had a robust and optimized email program built around regular campaigns
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http://invisiblechildren.com
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http://invisiblechildren.com
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http://invisiblechildren.com/
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But before they made YouTube
history, they’d already been…
• Launching campaigns since 2004
• Sustaining a regular, campaign-based email program for years
• Growing a network of “street team” student activists
• Successfully reaching out to celebrities for their campaigns since 2007
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http://charitywater.org
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http://charitywater.org
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http://charitywater.org
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http://charitywater.org
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But before they raised multiple
millions, Charity Water had…
• Launched five “September Campaigns”
• Hundreds of thousands of Twitter followers
• A regular and creative email program
• An advanced email cultivation series for online donors
• Huge press from a campaign around young donor Rachel Beckwith
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http://charitywater.org
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So what do these multichannel success stories have in common?
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What do these campaigns have in common?
• Highlighted a specific and timely problem
• Offered a relevant, attainable solution
• Set a goal that was big enough to inspire, small enough to attain
• Had a clear timeline w/ regular reminders and milestones
• The action was easy, but relevant enough to feel meaningful
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What do these campaigns have in common? • Displayed a consistent look across
channels
• Related strongly to a brand that already inspired loyalty, trust
• Started with existing supporters, and enlisted them as the messenger
• Empowered and gave credit to supporters, so they could own success
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How can you build on their lessons learned?
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• Cultivate a list that will be ready to respond and share your best campaign
• Be ready to strike when the iron is hot
• Hone your campaign skills, start now!
How can you apply these lessons to your own org?
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Cultivate the audience that’s ready to respond & share
• Allow people to join your lists (or likers) via events, your website, social media
• Cultivate a small number of voices in those channels (signers, messengers)
• Set goals for how often you’ll message your list to stay top-of-mind
• Strike a balance in the types of msgs you send: information, actions, appeals
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Be ready to strike when the iron is hot
• Follow the news in your space, or find a promising time when you can create your own!
• Prepare initial plans for the breaking news you KNOW is relevant to your issue (the next election, court case, big storm, etc.)
• Make sure your team knows everyone’s roles so you can hit the ground running
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Hone your campaign skills, start now!
• Start building your calendar around campaigns, ideally across to or more channels
• Start small – use the low-cost or existing tools you already have
• Follow other nonprofits to ruthlessly steal their good ideas get inspired!
• Join us next week for more tips and best practices
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As we wrap up…
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Take 2 minutes…
• What’s one thing you learned today that you think will be important moving forward?
• What one step you can take this week to put that idea into practice?
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Resources and inspiration
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Big Duck Resources • Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durham www.amazon.com
• Big Duck’s website http://www.bigducknyc.com/casestudies
• The Duck Call Blog www.bigducknyc.com/blog 12 Ways You Can Make Your Campaign Stronger Four Tips for Integrated Campaign Success
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Other Resources • 2013 eNonprofit Benchmarks Study http://www.e-benchmarksstudy.com/
• 2012 Blackbaud Charitable Giving report http://bit.ly/YZw3gF
• Online Marketing Nonprofit Benchmark Study http://bit.ly/1821meK
• Network for Good—Online Giving Study http://www.onlinegivingstudy.org/
• Year-End Fundraising Resources—Change.org http://www.change.org/partners/yearend
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Contact Rachel
linkedin.com/in/rachelhopallison
twitter.com/rachishoping
Contact Meghan
L linkedin.com/in/meghanteich
e twitter.com/ItsMeghanT
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Contact Big Duck
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facebook.com/bigduck
twitter.com/bigduck
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Upcoming Trainings 5/8: 12 Steps to Make Your Multichannel Campaign Stand Out
5/15: Creating a Roadmap for Multichannel Campaign Success
Learn about other Big Duck trainings at:
http://www.bigducknyc.com/resources/workshops
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Questions?