Cause Advocacy Strategy: How to Reach Today's Donors and Volunteers
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The document discusses a cause advocacy strategy presented by Ajay Ramachandran, highlighting the importance of adapting communication strategies to engage modern donors and volunteers through diverse social media channels. Key points include the shift in trust towards personal networks and experts, and the need to empower advocates to share authentic stories while tracking engagement metrics. The benefits outlined encompass community building, cost savings, and the effective mobilization of resources to enhance fundraising efforts.
Cause Advocacy Strategy: How to Reach Today's Donors and Volunteers
- 1. Cause Advocacy Strategy: How to Reach Today’s Donors and Volunteers As presented by Ajay Ramachandran, Chief Marketing and Product Officer, Dynamic Signal CampaignTech West Conference-10/29/13
- 2. Company Overview We help organizations harness the power of influencers, ambassadors, employees, and customers by empowering them to be advocates All Content Company Confidential ©2013 Dynamic Signal
- 3. Featured Clients Sports & Lifestyle Entertainment & Media CPG & Consumer Agencies & Non-Profit All Content Company Confidential ©2013 Dynamic Signal Financial & Tech
- 4. Cause Advocacy Strategy How people connect, consume and transact has shifted dramatically. Have you adapted your strategy to reach today’s donors and volunteers? All Content Company Confidential ©2013 Dynamic Signal
- 5. Generational Giving Importance of an effective and multi-channel social media program Share of Giving Know Your Donors Well And potential donors. It can have a big impact on your fundraising performance. Don’t Forget About Social Media 30% Mobile Primary Phone 59% Use Facebook 52% Gave via Direct Mail Not always significant sources for fundraising, but essential for cultivating younger donors. 67% Mobile Primary Phone 71% Use Facebook 40% Gave via Direct Mail Direct Mail Isn’t Dead But you might as well get familiar with other channels before you no longer have a choice. Source: Blackbaud Multichannel = New Normal A diverse communication plan is essential for maximizing each generation of donors and potentials. 86% Mobile Primary Phone 77% Use Facebook 25% Follow a Charity 36% Share Info About Charity All Content Company Confidential ©2013 Dynamic Signal
- 6. The Shift in Trust and Influence Trust now resides with experts and “people like me.” Your employees and volunteers are now your best spokespeople. All Content Company Confidential ©2013 Dynamic Signal
- 7. Strategy & Approach for Advocacy Programs ACTIVATE Audiences Identify and invite ambassadors/influencers into a web/mobile based advocacy hub MANAGE Content Curate user generated and brand approved content within easy to use web and mobile environments SHARE and Amplify Advocates choose which content they share and amplify it to their personal social channels ANALYZE and Measure All data is tracked and measured to provide valuable insights (member activity, impact of shares, clicks, reactions, etc.) that are tied to KPIs and the program’s ROI All Content Company Confidential ©2013 Dynamic Signal
- 8. Benefits of Cause Advocacy Programs Authentic Voice: Empower advocates to tell your story Reach: Reach millions when ambassadors share and amplify approved content Donations: Ambassadors drive friends, colleagues to give money/ time Measure and Learn: Measure Social Media Impressions, Earned Media Value, CTRs, Transactions Brand Development: Align ambassadors behind consistent cause positioning and campaign messaging Community: Build a community drives continuous engagement Cost savings: Reduce your reliance on paid media and PR to tell your story All Content Company Confidential ©2013 Dynamic Signal
- 9. Energy Unites Us Great web-based content source Proven to drive traffic Creates direct relationships Enables social sharing Tracks activity All Content Company Confidential ©2013 Dynamic Signal
- 10. +SocialGood The Social Good Summit inspires technology solutions that improve human conditions globally 260 hubs of advocates passionate about solving our planet’s biggest problems Dynamic Signal organized them into a Social Good channel of connections Community Platform Power Sharing Tool All Content Company Confidential ©2013 Dynamic Signal
- 11. Giving Tuesday Online community for influencers and advocates to get information and share content Content strategy plan created Community actively promoted Regular reporting on detailed metrics to optimize campaign efforts All Content Company Confidential ©2013 Dynamic Signal
- 12. American Cancer Society Join Community Drive participation in CPS-3 (Cancer Prevention Study) Drive ACS awareness Leverage the social reach and influence of employees and volunteers All Content Company Confidential ©2013 Dynamic Signal