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Level UpCreate Winning
Campaigns
James Slezak| james@purpose.com | @jslez
Lee-Sean Huang | leesean@purpose.com | @leesean
Insights
Examples
Activities
Level Up
“Every battle is won before it is ever fought.”
Sun Tzu
Right Framing
Right Tools
Right Actions
The Path
Movement
CAMPAIGN CAMPAIGN
{CAMPAIGN
ACTION
ACTION
ACTION ACTION
ACTION
ACTION ACTION
ACTION
ACTION
{ { {
A movement is a community with
a purpose, people coming
together and working to achieve
common goals.
What is a movement?
Twenty-first century movements
combine recently possible
technologies with brand
strategy, behavioral economics,
and community organizing in
order to support mass
participation and the creation of
shared value.
21st CenturyMovements
The ultimate goal is real world impact.
Microdonations
Institutional Donations
$1.5M
$500K
$2.5M
$5M
$8.5M
$4.51M $4.174M $3.98M $2.42M
Microdonations for self-sustainability and independence
Story of the Movement Identifies crisis and movement’s ‘theory-of-change’ Articulates a better future if movement succeeds Movement story is embodied in the Brand, Tagline & Attributes
Campaigns Tackle specific issues in support of movement goals Has a clear ‘arc’ and associated commitment curve Often developed rapidly to ride the news cycle
Actions, Moments, & Content What members are asked to do Movement ‘moments’ to drive urgency and media attention Provocative pieces of content to organize members around
Movement Hierarchy
How can I raise money to make my
project happen?
Ask the right questions
How can I raise money to make my
project happen?
Why do I need money? How much/
how little do I really need?
Ask the right questions
How can I raise money to make my
project happen?
Why do I need money? How much/
how little do I really need?
How can the fundraising campaign
help me test and refine my idea? And
make me more fundable?
Ask the right questions
How can I get people to donate?Ask the right questions
How can I get people to donate?
How do I communicate the value of
my campaign?
Ask the right questions
How can I get people to donate?
How do I communicate the value of
my campaign?
What are other ways people can
participate besides donating?
Ask the right questions
Why should I donate?Ask the right questions
Why should I donate?
Why should I donate NOW?
Ask the right questions
Be specific
Create urgency
Grow membership
Curate and sequence
Motivate socially
Design defaults
Cheat Sheet
From To
Organizations
Causes
People
Projects
Be specific.
Tension
Timing
Tempo
The Three T’s
Gameify Giving
Money is a function of membership
Design Defaults
Growth comes in spikes
18
Logo / Tagline Example: GetUp new member growth
Tibet
ABC
Internet Censorship
Refugees Climate Change
Voter enrolment
Calendar
Crisis
Created opportunities
Fundraising Opportunities
VIEW
SHARECREATE
PURCHASE
DONATE
ATTEND
CONVENE
LIKEJOIN
LEVE
L OF E
NGAG
EMEN
T
PARTICIPATION OVER TIME
LEAD
Commitment Curve
30 seconds
30 minutes
30 years
3 X 30
Be specific
Create urgency
Grow membership
Curate and sequence
Motivate socially
Design defaults
Cheat Sheet
Activities
Name of campaign/project and mini description.
What is your goal?
Theory of change: Why is this important/urgent/awesome?
Why does it matter if I contribute? What can I do to make a
difference? What do I get out of it?
Tell your story
What do you want people to do besides donate?
LEVE
L OF E
NGAG
EMEN
T
PARTICIPATION OVER TIME
Commitment Curve
Level UpCreate Winning
Campaigns
James Slezak| james@purpose.com | @jslez
Lee-Sean Huang | leesean@purpose.com | @leesean
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