Are You Ready to React?

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How to make the most of a crisis situation with cross channel integration.


<ul><li> 1. Are You Ready to React?How to Make the Most ofa Crisis Situation withCross Channel Integration. Tweet about it! #10ntc.react </li></ul> <p> 2. The Panel </p> <ul><li>Brenna Holmes Senior Interactive Services Account Executive </li></ul> <ul><li>Charlotte Kresse Director Interactive Department </li></ul> <ul><li>Greg Zelder Membership DirectorCalifornia State Parks Foundation </li></ul> <p> 3. Your Questions </p> <ul><li>What do you hope to learn here? </li></ul> <ul><li>Is your organization ready to react? </li></ul> <ul><li>If not, what are some of your pain points? </li></ul> <p> 4. What to Expect Here </p> <ul><li>Takeaways: </li></ul> <ul><li>How integrating channels can increase revenue when used appropriately </li></ul> <ul><li>The foundation you need to have in place to be able to respond to a crisis quickly </li></ul> <ul><li>How to capitalize and maintain momentum from a campaign across multiple channels </li></ul> <ul><li>Good times &amp; beer! </li></ul> <p> 5. The 3 Cs of Integration </p> <ul><li>Communication </li></ul> <ul><li><ul><li>Get interested parties together for planning meetings </li></ul></li></ul> <ul><li>Collaboration </li></ul> <ul><li><ul><li>Discuss organizational goals and how a multi-channel campaign can achieve these goals </li></ul></li></ul> <ul><li>Cooperation </li></ul> <ul><li><ul><li>Work backwards from Target Campaign dateand determine what channel will beexecuting when </li></ul></li></ul> <p> 6. 3 Case Studies </p> <ul><li>Sierra Club </li></ul> <ul><li>NARAL Pro-Choice America </li></ul> <ul><li>California State Parks Foundation </li></ul> <p> 7. </p> <ul><li>Sierra Club collaborated with PBS to promotethe new Ken Burns documentary seriesNational Parks: Americas Best Idea</li></ul> <ul><li><ul><li>(aired Sept. 27 Oct. 2, 2009) </li></ul></li></ul> <ul><li>An aggressive online campaign was created: 100,000 Champions for National Parks </li></ul> <ul><li><ul><li>The goals were to</li></ul></li></ul> <ul><li><ul><li><ul><li>maximize brand awareness of theconnection between the Club&amp; national parks</li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>reach out to new audiences online</li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>grow the email file </li></ul></li></ul></li></ul> <p>Timely &amp; Relevant 8. Timely and Relevant </p> <ul><li>Takeaways: </li></ul> <ul><li>Be Flexible </li></ul> <ul><li>Break Through the Silos </li></ul> <ul><li>Use What You Already Have </li></ul> <p> 9. </p> <ul><li>On May 31, 2009 Dr. Tiller an abortion care provider in Wichita, Kansas was murdered</li></ul> <ul><li>Immediately following, NARAL Pro-Choice America provided outlets for people to express their outrage:</li></ul> <ul><li><ul><li>send a note of encouragement/gratitude to staff</li></ul></li></ul> <ul><li><ul><li>asked to attend vigils</li></ul></li></ul> <ul><li><ul><li>sign an online memorial </li></ul></li></ul> <p>Online Turning Anger in Action 10. </p> <ul><li>The money raised from the soft ask on the memorial page exceeded all stand alone appeals for FY09 up to that time </li></ul> <ul><li>Donations increased by 40% to the website </li></ul> <ul><li>Towards the end of the month the organization felt it was ready to fundraise, but only if it helped continue Dr. Tillers legacy </li></ul> <p>Online Turning Anger in Action 11. </p> <ul><li>Result = Trust Women Wristband Campaign </li></ul> <ul><li>For $10.00 people could purchase 5 wristbands </li></ul> <ul><li>Donors received a slip of paper containing a url to register their wristbands in order to fill in a map that showed the broad nationwide support for Dr. Tiller </li></ul> <p>Online Turning Anger in Action 12. </p> <ul><li>Results: </li></ul> <ul><li>Highest grossing campaign of FY09 </li></ul> <ul><li>68% of gifts came from first time online donors </li></ul> <ul><li>2% of total revenue from social networking promotions </li></ul> <p>Online Turning Anger in Action 13. Beat Projections by 27% 14. </p> <ul><li>Virtual Rally </li></ul> <ul><li>Less than two months later another abortion care provider was targeted</li></ul> <ul><li>We asked donors to send in a picture wearing their wristband and/or hold a sign saying Trust Women </li></ul> <ul><li>Locally asked activists to stand outside and hold Trust Women Signs outside clinic </li></ul> <ul><li>Results pro-choice supporters far out numbered anti-choice protestors </li></ul> <p>Online Turning Anger in Action 15. Online Raising Awareness 16. Online Turning Anger in Action 17. </p> <ul><li>Takeaways: </li></ul> <ul><li>Be Flexible </li></ul> <ul><li>Be Aggressive </li></ul> <ul><li>Maintain Seamless Communication Across Channels </li></ul> <p>Online Turning Anger in Action 18. </p> <ul><li>California State Parks Foundation </li></ul> <ul><li><ul><li>May 26: Sacramento releases news that 220 parks may close due to budget cuts </li></ul></li></ul> <ul><li><ul><li>Within one week CSPF was able to execute a successfulfull scale multi-channel strategy to fight this budget crisis head on. </li></ul></li></ul> <ul><li><ul><li>Online, Direct Mail, and Telemarketing worked together to increase awareness of the imminent threat and garner public support to save Californias magnificentstate parks and beaches. </li></ul></li></ul> <p>An Integrated Approach 19. </p> <ul><li>Website redesigned </li></ul> <ul><li>Aggressive online petition &amp; donation campaign</li></ul> <ul><li>Facebook Friend Get a Friend campaign </li></ul> <ul><li><ul><li>10 times the fans in 4 days </li></ul></li></ul> <ul><li><ul><li>90 times the fans in 4 months(51748,828. Now over 53,700 fans!) </li></ul></li></ul> <ul><li>Google &amp; Facebook Ads 24,512 clicks </li></ul> <ul><li><ul><li>Over 75% of petition signers came from Facebook and Google Ads</li></ul></li></ul> <p>Education &amp; Actionto Expand Reach 42% page completion rate! 89% of all signerswere new to the file 12% of signers came from TAF 20. Multi-Channel Maximizes the Message&amp; the Impact</p> <ul><li>Efforts mirrored offline with three DMUrgent Grams</li></ul> <ul><li>Current TM calls stopped &amp; restarted with the urgent appeal scripts </li></ul> <p> 21. </p> <ul><li>73%of petition signers were new to the file! </li></ul> <ul><li>TM reinstatement call including separate activist conversion</li></ul> <ul><li><ul><li>Pledge ratebeat DM responsive lapsed donors </li></ul></li></ul> <ul><li>2 part conversion email series </li></ul> <ul><li><ul><li>Garnered an amazing .81% response rate </li></ul></li></ul> <p>Activist Conversion 22. </p> <ul><li>Takeaways: </li></ul> <ul><li>Be Flexible </li></ul> <ul><li>Be Prepared </li></ul> <ul><li>Use All Possible Communication Channels </li></ul> <p>An Integrated Approach 23. Questions? 24. Evaluation Code:244 How Was this Session? Call In Text Online Call404.939.4909 Enter Code244 Text244to69866 Enter Code244 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration! </p>