Convio Integration Stanionis
- 1. Tell a better story Build a stronger list Raise more money Achieve your goals and have more fun when you INTEGRATE Presented by Madeline Stanionis Watershed
- 2. Let’s start with a little context
- 4. Scott wants to do the right thing. He is generous, and believes in supporting things he cares about. He believes in your station’s mission and values. He’ll volunteer occasionally, take action, write a check – and even shows up at events and protest type things now and then.
- 5. This is his email in-box These e-mails messages were all waiting for him when he got to work one day
- 6. This is his email in-box These are all action/donation related
- 8. The online organizing people…
- 10. Why do it? Consistency A service to constituents Maximize response Not look disorganized Not confuse Scott …so what does it take?
- 11. Figure out what is best about you. Amazing. Remarkable. Heroic. Inspiring. Passionate.
- 13. Choosing is hard
- 14. What does it look like? Story arcs Saying no Goal…realistic and/or inspiring Ways to reach the goal (actions, money, and more) Is clearly stated, easily understood “ I know exactly how I can help” Way for people to spread the word (is viral!) Keeps people involved in a variety of ways…participants help define the campaign Tells people what happened and what’s next … and looks like this…
- 15. March for Women’s Lives (’04) Big push to get marchers for months before march For people who committed, friend to friend pages For people who didn’t commit, actions and donations
- 17. Supporting a specific thing…
- 21. Planned Parenthood Aurora campaign 4 emails Online actions Online donations Volunteering Blogging Flickr photos YouTube portal
- 22. Campaign results … People who took action: 43k Total raised: $82k Total donors: 1,700 Donation was secondary ask (only people who took action were asked for a gift)
- 23. So how was the Aurora campaign different for Planned Parenthood? More aggressive Took advantage of breaking news Messaging campaign: a series of emails that build on one another List segmentation by actions and donations Personal voice Unified story across all PP communications … reflecting ONE PLANNED PARENTHOOD across all channels
- 24. Multi-disciplinary, empowered team made the difference By clarifying roles and routing procedures for the online team, we were able to respond to breaking news time and again: When the Aurora protests began When we reported on the huge response we got from PP constituents When our opening was initially postponed When the judge denied our injunction last week
- 25. This is my book! www.emersonandchurch.com www.amazon.com