multichannel best practices and success storiesbigducknyc.com we are a 21st century veterans’...

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Multichannel Best Practices and

Success Stories

Rachel Hope Allison & Meghan Teich

Big Duck May 1, 2013

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Meghan Teich Rachel Allison

Strategist Senior Strategist

@ItsMeghanT @rachishoping

Loves tacos Dr. Who fanatic

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What we’ll cover • Multichannel campaigns

• What they are

• Success stories

• What they have in common

• Takeaways you can use

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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?

• Clarity on whether I should invest in multichannel campaigns

• Inspiration from multichannel superstars

• Ideas about how to get started

• Other

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What is a multichannel campaign?

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Reasons Nonprofits Communicate

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Be clear. Be compelling. Be consistent.

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We are a 21st Century veterans’ organization

dedicated to standing with the veterans of Iraq

and Afghanistan from their first day home

through the rest of their lives.

Be clear about your brand

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“We’ve got your back”

On Veterans Day 2009, IAVA and the Ad Council

launched a national campaign to support Iraq &

Afghanistan veterans and direct them to

Community of Veterans to find critical mental

health, employment, and education resources.

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Be compelling by bringing your audience into the story

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Be consistent across channels

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Be consistent across channels

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Be consistent across channels

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Be consistent across channels

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Be consistent across channels

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How nonprofits are succeeding with multichannel campaigns

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Blackbaud donorCentrics

Internet & Multichannel Giving

Benchmarking Report

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Blackbaud donorCentrics

Internet & Multichannel Giving

Benchmarking Report

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Multichannel giving increases donor value

• When direct mail donors start giving online, giving increases from 35-50% per year.

• Online gifts are typically higher average gifts & more frequent than direct mail

• Many direct mail & online donors move to online monthly giving

• Multichannel campaigns can bring back lapsed donors & increase donor retention

http://www.slideshare.net/is7/mailbox-to-multichannel-turn-an-offline-campaign-into-a-multichannel-success

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“Luck is where opportunity meets preparation.” -- Seneca

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Three blockbuster examples

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But before their red logo went

viral, the HRC…

• Had been rallying their community around Million for Marriage campaign since 2003

• Had built awareness around their iconic equality logo for over a decade

• Had a robust and optimized email program built around regular campaigns

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http://invisiblechildren.com

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http://invisiblechildren.com

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http://invisiblechildren.com/

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But before they made YouTube

history, they’d already been…

• Launching campaigns since 2004

• Sustaining a regular, campaign-based email program for years

• Growing a network of “street team” student activists

• Successfully reaching out to celebrities for their campaigns since 2007

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http://charitywater.org

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http://charitywater.org

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http://charitywater.org

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http://charitywater.org

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But before they raised multiple

millions, Charity Water had…

• Launched five “September Campaigns”

• Hundreds of thousands of Twitter followers

• A regular and creative email program

• An advanced email cultivation series for online donors

• Huge press from a campaign around young donor Rachel Beckwith

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http://charitywater.org

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So what do these multichannel success stories have in common?

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What do these 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 these 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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How can you build on their lessons learned?

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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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Cultivate the audience that’s ready to respond & share

• Allow people to join your lists (or likers) via events, your website, social media

• Cultivate a small number of voices in those channels (signers, messengers)

• Set goals for how often you’ll message your list to stay top-of-mind

• Strike a balance in the types of msgs you send: information, actions, appeals

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Be ready to strike when the iron is hot

• Follow the news in your space, or find a promising time when you can create your own!

• Prepare initial plans for the breaking news you KNOW is relevant to your issue (the next election, court case, big storm, etc.)

• Make sure your team knows everyone’s roles so you can hit the ground running

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Hone your campaign skills, start now!

• Start building your calendar around campaigns, ideally across to or more channels

• Start small – use the low-cost or existing tools you already have

• Follow other nonprofits to ruthlessly steal their good ideas get inspired!

• Join us next week for more tips and best practices

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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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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/rachelhopallison

twitter.com/rachishoping

Contact Meghan

meghan@bigducknyc.com

L linkedin.com/in/meghanteich

e twitter.com/ItsMeghanT

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Contact Big Duck

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facebook.com/bigduck

twitter.com/bigduck

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Upcoming Trainings 5/8: 12 Steps to Make Your Multichannel Campaign Stand Out

5/15: Creating a Roadmap for Multichannel Campaign Success

Learn about other Big Duck trainings at:

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

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Questions?