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With more communications channels out there, your supporters are getting bombarded with more messages from charities, companies, friends, and family members. So how can you make sure your organization stands out? In this workshop, Farra Trompeter from Big Duck, Dane Grams from Care2, and Danielle Brigida from National Wildlife Federation, share ways you can build stronger campaigns through multichannel communications, leveraging online communities, embracing social media, and sharing some successful case studies. Participants will take away: *Ideas and lessons learned from nonprofit campaign case studies *Tactics to build your list and use social media *Ways to integrate best practices into your communications *Tips to make your campaigns stronger
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#MCcampaigns@starfocus@care2team @farra @bigduck
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© ymc_photos / flickr
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What we’ll cover•Why multichannel campaigns?
•Multichannel case study: Fountain House
•Building your brand and generating leads online using Care2 and more
•Digging into social media: National Wildlife Federation case study
•Resources to make your multichannel campaigns stronger
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Why multichannel campaigns?
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Reasons Nonprofits Communicate
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Be clear.Be compelling.Be consistent.
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Campaigns turn a series of messages into a story with…•A problem•A solution•A goal•A timeline•An action your audience can take
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Campaigns tell a story across all elements…•Consistent imagery•Established goal/deadlines•Campaign-specific landing pages•Web promotion & social media engagement•Reference URL in direct mail appeal
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Where do campaigns fit in?
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The results are worth it:•Multi-channel ~ higher
lifetime donor value•Many new donors give
first gift online•A significant # of online
donors switch to offline•People who ‘act’ online
= 7x more likely to give
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See it in action: Fountain House
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2011 Campaign Results• Total raised: $88,390 • Average gift: $187.78• 33.7% increase in online giving from
2010
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Lessons Learned• Direct mail acquired list is ready to give
online• Donors receptive to a different kind of
storytelling• Increase appeared to result not just from
added appeals, but entire campaign
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about
Citizens use Care2 for:
Starting or signing petitions
Volunteering
Donating $
Spreading news
Commenting on blogs
Starting group (organizing)
Joining nonprofits
Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
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SETTING THE STAGE
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The Cold, Hard Facts
Overall revenue from nonprofits declined again in 2011. The median drop
was 2.1 percent.
Overall the number of donors for ALL nonprofits has declined over the last
six years by 5.3 percent. Why? The number of new donors being acquired
is shrinking. The overall number of New Donors acquired per year has
declined 14.6 percent over the last six years.
Donors are becoming more generous. BUT the Increase in Revenue Per
Donor is still not compensating for the Declining Quantity of Donors.
Across channels, 81 percent of all gifts last year came in via Direct Mail,
vs. 6.4 percent coming Online, and 3 percent coming via Telemarketing.2011 Target Analytics donorCentrics Index of National Fundraising Performance
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A Bright Spot
Online giving is growing rapidly. The number of online gifts is growing 22 percent per year, and the dollar value of these gifts is growing 20 percent per year.
Online gifts are also much bigger than donations made via Direct Mail or Telemarketing. The average online gift was $63, compared to $38 for Direct Mail and $39 for Telemarketing.
2011 Target Analytics donorCentrics Index of National Fundraising Performance
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2011 Target Analytics donorCentrics Index of National Fundraising Performance
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SIZE MATTERS
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A Large E-Mail List…
is one of the key ingredients to grassroots strength and campaign victories;
means greater success in online engagement including increased web traffic, brand buzz, organic recruitment, advocacy and fundraising;
provides instant feedback;
matters to corporate sponsors;
helps with media attention;
and is one of an organization’s greatest financial assets.
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Building the List
Email Append
Home Page Capture
Involvement Campaign—pledge, petition, quiz, survey
Take advantage of a hot topic
Tell-a-friend
Social Media Presence
Banner Ads
Co-registration
Cost per lead partnership
Keyword Search/Google
Offline techniques
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“SO YOU’VE ACQUIRED THEM; NOW WHAT?”
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COOKING OR CHAOS?
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Communication Best Practices
Immediate Welcome Notice (within 24 hours) with low level engagement.
Followed by two additional communications over the next two weeks (include a fundraising ask).
Monthly emails including:1 Education
1 Engagement
1 Newsletter
1 Fundraising
Seize any opportunity to communicate breaking news, or crisis, etc.
Track/source all communications
Include online subscribers in your offline mail and phone programs.
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THE CENTER FOR REPRODUCTIVE RIGHTS STORY
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“We envision a world where every woman is free to decide whether and when to have children, have access to the best reproductive healthcare available, and can exercise her choices without coercion or discrimination. Plain and simple: We envision a world where every woman participates with full dignity as an equal member of society.”
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The Center: Facts & FiguresThe Center was founded in June 1992.
Our Founders wanted an organization with a global vision.
The Center’s mission: to use the law to advance reproductive freedom as a fundamental human right that all governments are legally obligated to protect, respect, and fulfill.
The Center is based in New York City, but has offices in Washington D.C., Kenya, Colombia and Nepal.
Docket load: 47 cases worldwide.
Recent Successes: Oklahoma & Honduras
In 2011, the Center raised $15,495,229 in financial support, 56% came from foundations and 39% from individuals donors.
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The Center: A Case Study
In May 2009, the Center had a list of ~5,000 badly abused and neglected email subscribers.
No formal online program.
The Center wasn’t using a Customer Relationship Management (CRM) tool.
Instead, emails were sent through an online mail vendor that only sent email. There was no way to:
Engage in online advocacy and grassroots lobbyingFundraiseShare campaigns or engage supporters on social mediaTrack information and evaluate statistics
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The Center: A Case Study
In August 2009, the Center started using Salsa as our CRM.
In November 2009, we launched our first paid recruitment campaign
with a small budget.
Today, the Center has 85,000 supporters on its list.
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The Right Tools & The Right Strategy = Significant Growth
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The Center’s FDA Campaign
In 1999, the U.S. Food and Drug Administration (FDA) approves Plan B—but with many unnecessary restrictions.
In 2001, the Center begins its legal case against the FDA.
In March 2010, the Center launches its first online advocacy campaign targeting the FDA.
Online Tactics: Action alert emails
In-house Video
Simultaneous Care2 Campaign
Blog outreach
Strong website presence with multiple opportunities to share content
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Yeah, but the way they make you get it is SO embarrassing…
It broke!?!At least there’s
the morning after pill.
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Care2 Campaign
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FDA Campaign Results
House File: 2,863 actions = 20% response rate
Video Views (YouTube and Vimeo): 14,696
Care2 Campaign: 2,127Care2 featured the FDA campaign on its homepage and wrote a blog about the campaign which quickly led to over 10,000 actions taken and 2,000 comments.
Organic List Growth (homepage): 794
Featured in over 50 blogs
Missed Opportunity: the Center was not conducting online fundraising yet.
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FDA Campaign Update
In November 2010, the Center filed a motion for contempt against the FDA .
On December 7, 2011, the FDA was slated to finally end restrictions on EC, but…
The Center is now back in court.
The Center partnered again with Care2 in February 2012: Care2 Email Acquisition: 3,030
Care2 Daily Action: Generated over 2,300 actions and 1,100 new email registrations
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Communications StrategiesDiversity of engagements:
Video Submissions: Not My Tax Dollars
Antis in Congress intent on separating all tax dollars from anything remotely touching abortion
January 2010: List size only ~15k, roughly 1k on Twitter, Facebook
Received two dozen videos, many from prominent bloggers
More than 6,000 views. Exposure to new audiences, especially on important blog networks
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New Yorker Style Cartoon Caption Contest
To support our case against Texas’s mandatory ultrasound law,
asked folks to submit a caption for our cartoon
More than 4,000 submissions
Allowed supporters to vote for their favorite caption
Winning caption featured on the Center’s website, eNews, email
and social networks
Communications Strategies
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Twitter Targeting
Defeated an anti-
choice law in
Oklahoma
Asked supporters to
tweet at OK Governor:
Communications Strategies
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What We’ve Learned
charity: water likes to say: Make Mistakes Quickly
Don’t be afraid to introduce new campaign ideas
Identify audiences
Manage expectations
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How We Evaluate Success
Return On Investment (ROI)
List Engagement
High retention rates; low unsubscribes
Convincing management to let you try something new!
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MOVING FORWARD
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The Essential Ingredients for a Successful Long-Term Relationship
Educate
Engage
Enhance
Evaluate
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Confession: I am not a fundraiser
Nope. I’m bad at that.
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But I Will Raise Money for Something I Believe In
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The only time fundraising on socialmedia has worked is when we integrated our
communications.
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Social Fundraising You Start
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Social Fundraising Others Spark
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Crowdfunding and Social Fundraising Sites
• Help Attack!• DonorsChoose• GiveZooks• JustGive• Social Vibe• Sparked• Jumo
The list goes on…
• Causes • Razoo• Kickstarter• Give Forward• DonateNow• Chipin• FirstGiving• Crowdrise• Causevox
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Understand the Strengths of Each Medium
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Direct Mail
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Web and Email
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Make Things Shareable
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#Squirrels4Good
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Always Be Grateful!
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My Takeaways
1. Have a social plan for your fundraisers.2. Make it compelling and easy to share.3. Explore the tools available.4. Always make the time to thank people!
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12 ways to make your campaign stronger
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12 ways you can make your campaign stronger1. Identify and prioritize your goals
2. Find the biggest news in your space
3. Connect it to your org’s short-term goals
4. Find the specific problem this news can help you solve
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12 ways you can make your campaign stronger5. Set an achievable goal for how you’ll
solve it7. Select the right channels to reach
your audiences8. Craft your calendar around deadlines9. Reflect your organization’s tone and
style
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12 ways you can make your campaign stronger9. Focus each message on one call to
action
10. Tell the same story in all elements
11. Report back to your audience on impact
12. Analyze the results to inform the next campaign
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Resources•12 Ways You Can Make Your Campaign Strongerhttp://www.bigducknyc.com/blog
•eNonprofit Benchmarks Studyhttp://www.e-benchmarksstudy.com/
•2011 Online Giving Reporthttps://www.blackbaud.com/2011MultichannelGivingReport
•2011 Online Marketing Nonprofit Benchmark Index Studyhttp://www.convio.com/files/2011-Benchmark-Report.pdf
•2012 Online Giving Studyhttp://www.onlinegivingstudy.org/
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Contact Farra / Big Duckbigducknyc.com
bigducknyc.com/blog
twitter.com/farra and /bigduck
linkedin.com/in/farra
facebook.com/bigduck
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Contact Dane / Care2care2team.com
frogloop.com
twitter.com/care2team
linkedin.com/pub/dane-grams/3/a28/240
facebook.com/care2
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Contact Danielle / NWF nwf.org
blog.nwf.org
twitter.com/starfocus and /nwf
linkedin.com/in/daniellebrigida
facebook.com/nwf
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Thanks!
