Pioneering E-Philanthropy

November 6, 2009

Brigham and Women’s HospitalFaulkner Hospital

AgendaIntroductions

About Sea Change StrategiesOur ApproachExamples of our work

Ideas for BW/F

Sea Change in a NutshellWe transform and integrate marketing, communications

and fundraising strategies.

We are multi-disciplinary.

Our services are boutique and tailored for each client.

We’re never satisfied with the status quo - we swing for the fences.

“Transformational Visionand

Tactical Expertise”

Mark Rovner, Principal VP Communications World

Wildlife Fund-US, 1990-1999

Peter Hart Research

Georgetown Law

Board of Directors: Coral Reef Alliance; National Aquarium DC; The Bridge Fund

Mark Rovner Clients Served 1999 - 2009

WWF-US

Nature Conservancy

National Wildlife Federation

Environmental Defense Fund

Greenpeace USA

Sierra Club

Environmental Working Group

Ocean Futures Society

Oceana

Monterey Bay Aquarium

Ocean Champions

Wildlife Alliance

Christopher Reeve Paralysis Foundation

Amnesty International USA

Habitat for Humanity

American Jewish World Service

ACLU

International Rescue Committee

The Interfaith Alliance

WomenHeart

Southern Poverty Law Center

Network for Good

Wikimedia Foundation

Conservation International

Mars Lang, Principal Executive Director, Rigpa

Fellowship

Founding Director, Tenzin Gyatso Institute

Honors graduate UC Santa Cruz

Board of Directors: Rigpa Fellowship

Mars Lang Clients Served 2005 - 2009

Environmental Defense Fund

Greenpeace USA

Monterey Bay Aquarium

Ocean Champions

The Nature Conservancy

Wildlife Alliance

Wikimedia Foundation

Conservation International

International Rescue Committee

WomenHeart

Southern Poverty Law Center

The Interfaith Alliance

Families USA

Project on Government Oversight

Network for Good

Alia McKee, Principal Masters in Public Policy, LBJ

School, University of Texas

Marketing Director, Jewish Community Association of Austin

Board of Directors: Center For Public Policy Priorities

Convener: Web of Change Conference

Alia McKee Clients Served 2005 - 2009

Environmental Defense Fund

Greenpeace USA

Environmental Working Group

Monterey Bay Aquarium

Wildlife Alliance

Union of Concerned Scientists

The Nature Conservancy

Wikimedia Foundation

Conservation International

Amnesty International USA

International Rescue Committee

AlterNet

ACLU

WomenHeart

Southern Poverty Law Center

NARAL Pro Choice America

American Jewish World Service

California Nurses Assn

The Interfaith Alliance

Our Approach

Sea Change Direct Marketing

Major

Mid-Donor

Small Donor

List Member/Community

Visitor

PointsofEntry

Search/PR/Web 2.0

Sticky siteIntegrated Mktg

Integrated mktgCultivation

Integrated

MarketingPyramid

Integrated mktgCultivation

Integrated mktgCultivation

Brand Awareness

Examples of our Work

www.SeaChangeStrategies.com

Reality – The Aquarium

www.SeaChangeStrategies.com

Virtual – the “Equarium”

Visitplanning

THEHUB

Philanthropy

ConservationAction

Fun

Classroom

Members’Entrance

Research and Science

Enter Here

OutcomesIntegrated marketing model a proven success

300% increase in emails

National outreach launched 10/09

International Rescue Committee

Fall 2007 - Present

IRCComprehensive E-philanthropy strategy to grow their

list, cultivate their supporters and raise money online and across channels

Since Fall 2007, we have grown their list by 40,000 new names (from 50k to 90k)

Since Fall 2007, we have increased their online revenue by 30%

Long-Term PlanningFundraising projections

Strategic annual priorities to reach projections – including direct e-marketing and solicitation, cultivation, social media, web strategy, and flagship integrated marketing campaigns

Short-Term PlanningCampaign objectives

Creative conception

Comprehensive storytelling across issue areas and channels including web, email, social media, direct mail, telemarketing, events, publications, and advertising

“Sea Change has been vital in helping the IRC increase online revenue, expand its web community, strengthen the relationships with its supporters, and market its brand. They have been a true partner at every level…”

-- Giselle Holloway, Direct Marketing Director, IRC

Channel IntegrationTell “sacred bundle” stories throughout channels –

blog, email, social media, events, publications, mail, phone, advertising

Webcasts/phone briefings promoted across mail, high-dollar program, and web

Year-end, Mother’s Day, Back to School – integration with strategic marketing initiatives

Online tax receipts

Snapshots

Pets for the EnvironmentEnvironmental Working Group- Spring/Summer 2008

Pets for the Environment

Pets OutcomesGrew list by 20k new

names

1500 photo submissions

50,000 actions in support of KSCA (including EWG list promotion)

Donations – campaign raised $50,000

“The Sea Change folks are master storytellers, they are savvy web watchers, they are envelope pushers, they are money raisers, and they are super fun to work with.  Consultants don't come in better-rounded packages than that.”

- Susan Comfort, EWG Development Director

Conservation International Insight Network

Spring 2008 - Present

Wired Wealthy ResearchReleased 2008 by Sea Change Strategies, Edge Research, and Convio

Wired Wealthy Donor Clusters

Cluster Analysis

Relationship Seeker (29%)Most likely to respond to opportunities to connect emotionally with your organization online.

Casual Connector (41%)The largest of the three clusters, question after question this group appears to “split the difference” in terms of attitudes and preferences.

All Business (30%)Does not appear to be looking for a relationship or emotional connection.

SPLC Hate Map

Storytelling WorkshopforIFAW

September 24, 2008

Wikipedia

“Thanks to Sea Change, we have undergone a complete rebranding – new logo, new Web site, new face – and developed strategies to engage and involve all of our current members while attracting new ones.”

Ideas for BW/F

Stork Fund

Stork Fund

Stork Fund

How does it work:

Minimum investment Project

cluster

Project cluster

Project cluster

Photo Wall/ Fund

Member

$

$

Birthdays and milestones

$ Credit

Personalized Tracking Page

Virtual video and phone briefings

In-person briefings+

Special long-term recognition at 10, 25, 50, and 100k levels

Go Broad Strategy

Dramatically expand grateful patient model

Thank You CampaignList builder – send a message of thanks to people at

BW/F who saved my or my loved one’s life – through direct treatment or pioneering research.

$1 per thank you donated by a major donor

Spread the word about your story

Feature stories about BW/F caregivers across vertical markets

Virtual Baby Clothes Animated fashion show

Clothes donated to a mother in need for every view

Targeted premium - Give a gift and we’ll give baby clothing to a mother in need.

Go Deep StrategyLeveraging your passionate – put up a challenge match

Friends Asking Friends

Phone-calling campaign with super volunteers

Thank you.