12 steps to make your multichannel campaign stand …bigducknyc.com 12 steps to make your...

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12 steps to make your multichannel

campaign stand out

Rachel Hope Allison | Big Duck

Nonprofit Technology Network

May 8, 2013

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Rachel Allison

Senior Strategist

@rachishoping

Dr. Who fanatic

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What we’re covering Last week

• What is a multichannel campaign?

• What tips can I steal be inspired by from big-time viral successes?

This week

• How can I make my next multichannel campaign stronger—before Oprah discovers me?

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Your top goal for today

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Poll slide What’s the most important thing you’d like to get out of today’s webinar?

• Ideas for what campaign topics are best

• Steps for planning a multichannel campaign

• Ideas for what to include in each channel

• Other

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Recap from last week

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What do the blockbuster campaigns have in common?

• Highlighted a specific and timely problem

• Offered a relevant, attainable solution

• Set a goal that was big enough to inspire, small enough to attain

• Had a clear timeline w/ regular reminders and milestones

• The action was easy, but relevant enough to feel meaningful

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What do the blockbuster campaigns have in common? • Displayed a consistent look across

channels

• Related strongly to a brand that already inspired loyalty, trust

• Started with existing supporters, and enlisted them as the messenger

• Empowered and gave credit to supporters, so they could own success

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• Cultivate a list that will be ready to respond and share your best campaign

• Be ready to strike when the iron is hot

• Hone your campaign skills, start now!

How can you apply these lessons to your own org?

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What multichannel success might look like before Oprah discovers you…

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2011 Campaign Results • Total raised: $88,390

• Average gift: $187.78

• Average gift up 86%

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2012 Campaign Results • Total raised: $127,024

• Average online gift: $132.32

• Overall returns up 43%

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Lessons Learned • A direct mail sourced list is open and

responsive to online fundraising

• Timing of appeals matters

• Segmentation and consistency may be helping strong average gifts

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Envisioning your own multichannel campaign

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1. Find a subject that’s relevant

and timely to your audience

• News “waves”

• Making your

own news

• Holidays

• Stories

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2. Identify your org’s most

urgent objectives for this year

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3. Use these to build a common

campaign story across channels

• Problem

• Solution

• Action

• Goal

• Timeline

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4. Decide on a concept to unify

the look and feel of all elements

• Look — Font, design

elements,

photography

• Feel — Effective,

gutsy, welcoming,

hopeful innovative,

respected

• Name — Open the

door to mental health

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5. Select the right channels to

reach your audiences

• Where are they?

• Where are you?

• What will you gain from

additional channels?

• How far can you push

them to explore new

media?

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6. Maximize each channel for

what it does best

• Mail — Fundraising, expanded stories

• Email — Deadline-driven fundraising,

short, informal updates

• Established social media — Storytelling,

conversation, drive traffic to web

• New social media — Excitement,

storytelling, drive traffic to web

• Web — Online giving, other online actions,

destination for email & social media

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7. Include an online action

other than giving

• Legislative actions,

petitions

• Polls, quizzes

• Photo petitions and

sharing

• In all, consider if you

can capture email

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8. Set the right goal to motivate

your audiences

• Low enough to be

achievable

• High enough to be

inspiring

• Common across all

channels

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9. Connect channels to each other and to your campaign concept

Make a campaign-customized…

• Donation page and thank you

• Homepage slide or button

• URL in direct mail appeal

• Follow-up requests to spread the word

via social media

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10. Craft your calendar for each

channel around deadlines

• Typical year-end

timeline is 1-2 months

• 1 direct mail appeal

• 3-5 emails

• Lead w/ non-giving asks

• Increase frequency

around deadline

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11. End your campaign with

report-back in all channels

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12. Plan how you’ll capture and

analyze key results

Identify the tools/processes will allow you to capture at least these metrics:

• Open/clickthroughs

• Donation page conversion rate

• Response rate

• Average gift

• Compare against previous year

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As we wrap up…

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Take 2 minutes…

• What’s one thing you learned today that you think will be important moving forward?

• What one step you can take this week to put that idea into practice?

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And coming up next… • 5/1: What tips can I steal be inspired by from big-time viral successes?

• 5/8: How can I make my next multichannel campaign stronger?

• 5/15: What do I need to have in place before my campaigns will really take off?

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Resources and inspiration

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Big Duck Resources • Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durham www.amazon.com

• Big Duck’s website http://www.bigducknyc.com/casestudies

• The Duck Call Blog www.bigducknyc.com/blog 12 Ways You Can Make Your Campaign Stronger Four Tips for Integrated Campaign Success

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Other Resources • 2013 eNonprofit Benchmarks Study http://www.e-benchmarksstudy.com/

• 2012 Blackbaud Charitable Giving report http://bit.ly/YZw3gF

• Online Marketing Nonprofit Benchmark Study http://bit.ly/1821meK

• Network for Good—Online Giving Study http://www.onlinegivingstudy.org/

• Year-End Fundraising Resources—Change.org http://www.change.org/partners/yearend

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Contact Rachel

rachel@bigducknyc.com

linkedin.com/in/rachelhopeallison

twitter.com/rachishoping

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Contact Big Duck

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facebook.com/bigduck

twitter.com/bigduck

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Upcoming Trainings 5/15: Creating a Roadmap for Multichannel Campaign Success

6/25 Wanna raise more money online?

Learn about other Big Duck trainings at:

http://www.bigducknyc.com/resources/workshops

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Questions?