Social Change Anytime Everywhere: Best Practices to Build a Multichannel Campaign Plan
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The document outlines best practices for creating a multichannel campaign plan, emphasizing the importance of reaching supporters through various platforms. Key steps include identifying goals, understanding target audiences, crafting messages, and utilizing a campaign calendar for effective communication. It also highlights the necessity of measuring results and adapting strategies based on audience preferences and feedback.
Social Change Anytime Everywhere: Best Practices to Build a Multichannel Campaign Plan
- 1. Social Change Anytime Everywhere: Best Practices to Build a Multichannel Campaign Plan Amy Sample Ward & Allyson Kapin February 27, 2013 A Service Of: Sponsored by:
- 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.com A Service Of: Sponsored by:
- 3. Affordable collaborative data management in the cloud. A Service Of: Sponsored by:
- 4. Today’s Speakers Amy Sample Ward Allyson Kapin Membership Director Co-Founder NTEN - Nonprofit Technology Network Rad Campaign Assisting with chat questions: Hosting: Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis Partnership A Service Of: Sponsored by:
- 5. Best Practices to Build a Multichannel Campaign Plan @AmyRSWard SocialChangeAnytimeEverywhere.com
- 6. Why is “multichannel” so important? @AmyRSWard SocialChangeAnytimeEverywhere.com
- 7. Your Supporters Are Superheroes @AmyRSWard SocialChangeAnytimeEverywhere.com
- 8. Your Supporters Are Superheroes @AmyRSWard SocialChangeAnytimeEverywhere.com
- 9. Your Supporters Are Superheroes @AmyRSWard SocialChangeAnytimeEverywhere.com
- 10. Help Them Save the Day @AmyRSWard SocialChangeAnytimeEverywhere.com
- 11. Reach Them Wherever They Are @AmyRSWard SocialChangeAnytimeEverywhere.com
- 12. Reach Them Wherever They Are @AmyRSWard SocialChangeAnytimeEverywhere.com
- 13. Reach Them Wherever They Are @AmyRSWard SocialChangeAnytimeEverywhere.com
- 14. Reach Them Wherever They Are @AmyRSWard SocialChangeAnytimeEverywhere.com
- 15. Mobile Facts to Know Fact: 5.2 Billion Mobile Accounts Worldwide Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone @AmyRSWard SocialChangeAnytimeEverywhere.com
- 16. Mobile Facts to Know @AmyRSWard SocialChangeAnytimeEverywhere.com
- 17. Social Media Facts to Know Fact: Americans spend 25% of their time online on social networks. @AmyRSWard SocialChangeAnytimeEverywhere.com
- 18. What to consider before creating your multichannel campaign plan? @AmyRSWard SocialChangeAnytimeEverywhere.com
- 19. Focus on Shared Goals @AmyRSWard SocialChangeAnytimeEverywhere.com
- 20. Focus on Shared Goals Identify Hot Topics: • How did you become aware of our work? • Which of our programs/services/campaigns are you most interested in? • Would you like more information about any of our programs/services/campaigns to share with your friends and family? • What aspects of our work are you least interested in? • What do you think we should focus on together in the coming year? @AmyRSWard SocialChangeAnytimeEverywhere.com
- 21. Design for Distribution • First occupy camp started in New York City. • People posted and re-shared information about issues, actions, and personal stories on Twitter and Tumblr, live-streamed video on Vimeo, and shared pictures on their mobile phones. @AmyRSWard SocialChangeAnytimeEverywhere.com
- 22. Design for Distribution @AmyRSWard SocialChangeAnytimeEverywhere.com
- 23. Cross-Channel Promotion Oxfam’s Use of QR Codes For A Benefit Auction @AmyRSWard SocialChangeAnytimeEverywhere.com
- 24. 8 Steps to create a multichannel campaign plan. @AmyRSWard SocialChangeAnytimeEverywhere.com
- 25. Creating A Multichannel Campaign 1. Identify Short-Term And Long-Term Goals. Solving World Hunger? Raising $25K to support local soup kitchen to distribute 300 meals to NO! homeless people in DC in Dec.? YES! @AmyRSWard SocialChangeAnytimeEverywhere.com
- 26. Creating a Multichannel Campaign Example: What goals will we achieve by raising $25,000 for the local soup kitchen?” Goal One: To illustrate that homelessness has risen 25% in our city over the last year, resulting in a rising demand for our free meals and job training services. We want donors to understand that every night there are lines of hundreds of hungry people outside of our door waiting for a hot meal. Goal Two: For every $50 donated, 25 homeless people will get a nutritious dinner for one week at our soup kitchen, beginning next week. Goal Three: For every $25 donated, our soup kitchen will provide computer- training classes to 10 people homeless people we are serving for one month. Goal Four: To tell the personal story of a soup kitchen volunteer who has benefitted from eating regularly at our soup kitchen and participating in our job- training program. @AmyRSWard SocialChangeAnytimeEverywhere.com
- 27. Creating a Multichannel Campaign 2. Identify Your Target Do you have an advocacy target? Who are you supporters? Are they: • College students • Parents of toddlers • Environmentalists • Insert your supporters here @AmyRSWard SocialChangeAnytimeEverywhere.com
- 28. Creating a Multichannel Campaign 3. Craft Your Core Message And Define The Messaging Hook @AmyRSWard SocialChangeAnytimeEverywhere.com
- 29. Creating a Multichannel Campaign 4. What Actions Do You Want People Take? @AmyRSWard SocialChangeAnytimeEverywhere.com
- 30. Creating a Multichannel Campaign 5. Understand How Your Supporters Think @AmyRSWard SocialChangeAnytimeEverywhere.com
- 31. Creating a Multichannel Campaign 6. How Do Your Target Audiences Prefer To Get Info? • Direct Mail • Email • Texting • Social Media @AmyRSWard SocialChangeAnytimeEverywhere.com
- 32. Creating a Multichannel Campaign 7. Setup A Campaign Calendar • Email appeals and graphics. • Welcome series for new donors. • Website donation landing pages, graphical callout boxes, and homepage hijacks. • Direct Mail, Telemarketing, Advertising (on and offline) etc. • Social media strategies and messaging. • Text-to-give messaging if appropriate. • Fun interactives that don’t ask donors for money. • A/B testing which is to analyze two different versions of a webpage, appeal, or message to see which is more effective. • Segmenting for various channels • Thank you messages and fundraising campaign updates. @AmyRSWard SocialChangeAnytimeEverywhere.com
- 33. Creating a Multichannel Campaign 8. How Will You Reach People In Online Communities? • Niche blogs • Facebook/LinkedIn Groups • Online networks like Care2 or Change.org @AmyRSWard SocialChangeAnytimeEverywhere.com
- 34. What to consider for rolling out your multichannel campaign plan? @AmyRSWard SocialChangeAnytimeEverywhere.com
- 35. Roll-Out A Multichannel Campaign Launch Your Email Series Email 1: Tell the story of the overall campaign, lay out the campaign goals and the impact donors can expect to see from their action. Email 2: Update people on the campaign’s progress. Remind people of the story you shared in the previous appeal. Reinforce the message that you still need their help to make an impact and meet the campaign goals. Email 3: The final message is another update and one last ask for help to truly make that tangible impact and meet your goals. @AmyRSWard SocialChangeAnytimeEverywhere.com
- 36. Roll-Out a Multichannel Campaign • Follow Your Campaign Calendar • Tailor Messaging To Each Channel • Segment Your List • Conduct A/B Testing • Promote Your Campaign • Measure the Results @AmyRSWard SocialChangeAnytimeEverywhere.com
- 37. Do It Wrong Quickly • Focus on 1 objective not 10. • Don’t get lost in “pleasing” everyone – funders, every target audience, staff. • You are not your target audience. Your heroes are! @AmyRSWard SocialChangeAnytimeEverywhere.com
- 38. Thank you socialchangeanytimeeverywhere.com @AmyRSWard SocialChangeAnytimeEverywhere.com
- 39. Connect with us: Allyson Kapin: Rad Campaign, Women Who Tech Email: Allyson@radcampaign.com Twitter: @womenwhotech Rad Website: http://www.radcampaign.com Women Who Tech: http://www.womenwhotech.com Amy Sample Ward: NTEN Email: amy@amysampleward.org Twitter: @amyrsward NTEN Website: http://www.nten.org Blog: http://www.amysampleward.org @AmyRSWard SocialChangeAnytimeEverywhere.com
- 40. Find listings for our current season of webinars and register at: NonprofitWebinars.com A Service Of: Sponsored by: