Are You Ready to React?
- 1. Are You Ready to React? How to Make the Most of a Crisis Situation with Cross Channel Integration. Tweet about it! #10ntc.react
- 2. The Panel Brenna Holmes Senior Interactive Services Account Executive Charlotte Kresse Director Interactive Department Greg Zelder Membership Director California State Parks Foundation
- 3. Your Questions What do you hope to learn here? Is your organization ready to react? If not, what are some of your pain points?
- 4. What to Expect Here Takeaways: How integrating channels can increase revenue when used appropriately The foundation you need to have in place to be able to respond to a crisis quickly How to capitalize and maintain momentum from a campaign across multiple channels Good times & beer!
- 5. The 3 C’s of Integration Communication Get interested parties together for planning meetings Collaboration Discuss organizational goals and how a multi-channel campaign can achieve these goals Cooperation Work backwards from Target Campaign date and determine what channel will be executing when
- 6. 3 Case Studies Sierra Club NARAL Pro-Choice America California State Parks Foundation
- 7. Sierra Club collaborated with PBS to promote the new Ken Burns documentary series “National Parks: America’s Best Idea” (aired Sept. 27 – Oct. 2, 2009) An aggressive online campaign was created: 100,000 Champions for National Parks The goals were to maximize brand awareness of the connection between the Club & national parks reach out to new audiences online grow the email file Timely & Relevant
- 8. Timely and Relevant Takeaways: Be Flexible Break Through the Silos Use What You Already Have
- 9. On May 31, 2009 Dr. Tiller an abortion care provider in Wichita, Kansas was murdered Immediately following, NARAL Pro-Choice America provided outlets for people to express their outrage: send a note of encouragement/gratitude to staff asked to attend vigils sign an online memorial Online … Turning Anger in Action
- 10. The money raised from the soft ask on the memorial page exceeded all stand alone appeals for FY09 up to that time Donations increased by 40% to the website Towards the end of the month the organization felt it was ready to fundraise, but only if it helped continue Dr. Tiller’s legacy Online … Turning Anger in Action
- 11. Result = Trust Women Wristband Campaign For $10.00 people could purchase 5 wristbands 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 Online … Turning Anger in Action
- 12. Results: Highest grossing campaign of FY09 68% of gifts came from first time online donors 2% of total revenue from social networking promotions Online … Turning Anger in Action
- 13. Beat Projections by 27%
- 14. Virtual Rally Less than two months later another abortion care provider was targeted We asked donors to send in a picture wearing their wristband and/or hold a sign saying Trust Women Locally asked activists to stand outside and hold Trust Women Signs outside clinic Results – pro-choice supporters far out numbered anti-choice protestors Online … Turning Anger in Action
- 15. Online … Raising Awareness
- 16. Online … Turning Anger in Action
- 17. Takeaways: Be Flexible Be Aggressive Maintain Seamless Communication Across Channels Online … Turning Anger in Action
- 18. California State Parks Foundation May 26: Sacramento releases news that 220 parks may close due to budget cuts Within one week CSPF was able to execute a successful full scale multi-channel strategy to fight this budget crisis head on. Online, Direct Mail, and Telemarketing worked together to increase awareness of the imminent threat and garner public support to save California’s magnificent state parks and beaches. An Integrated Approach
- 19. Website redesigned Aggressive online petition & donation campaign Facebook Friend Get a Friend campaign 10 times the fans in 4 days 90 times the fans in 4 months (517 48,828. Now over 53,700 fans!) Google & Facebook Ads 24,512 clicks Over 75% of petition signers came from Facebook and Google Ads Education & Action to Expand Reach 42% page completion rate! 89% of all signers were new to the file 12% of signers came from TAF
- 20. Multi-Channel Maximizes the Message & the Impact Efforts mirrored offline with three DM “Urgent Grams” Current TM calls stopped & restarted with the urgent appeal scripts
- 21. 73% of petition signers were new to the file! TM reinstatement call including separate activist conversion Pledge rate beat DM responsive lapsed donors 2 part conversion email series Garnered an amazing .81% response rate Activist Conversion
- 22. Takeaways: Be Flexible Be Prepared Use All Possible Communication Channels An Integrated Approach
- 23. Questions?
- 24. Evaluation Code: 244 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 244 Text 244 to 69866 Visit nten.org/ntc-eval Enter Code 244 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!
Editor's Notes
- #14: This was a great way to use online to test a risky message…the over whelming response was a clear indicator that we needed to push this out in the mail…so we did…beat projections….