level up your campaigns
TRANSCRIPT
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Level UpCreate Winning
Campaigns
James Slezak| [email protected] | @jslez
Lee-Sean Huang | [email protected] | @leesean
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Insights
Examples
Activities
Level Up
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“Every battle is won before it is ever fought.”
Sun Tzu
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Right Framing
Right Tools
Right Actions
The Path
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Movement
CAMPAIGN CAMPAIGN
{CAMPAIGN
ACTION
ACTION
ACTION ACTION
ACTION
ACTION ACTION
ACTION
ACTION
{ { {
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A movement is a community with
a purpose, people coming
together and working to achieve
common goals.
What is a movement?
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Twenty-first century movements
combine recently possible
technologies with brand
strategy, behavioral economics,
and community organizing in
order to support mass
participation and the creation of
shared value.
21st CenturyMovements
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The ultimate goal is real world impact.
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Microdonations
Institutional Donations
$1.5M
$500K
$2.5M
$5M
$8.5M
$4.51M $4.174M $3.98M $2.42M
Microdonations for self-sustainability and independence
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Story of the Movement Identifies crisis and movement’s ‘theory-of-change’ Articulates a better future if movement succeeds Movement story is embodied in the Brand, Tagline & Attributes
Campaigns Tackle specific issues in support of movement goals Has a clear ‘arc’ and associated commitment curve Often developed rapidly to ride the news cycle
Actions, Moments, & Content What members are asked to do Movement ‘moments’ to drive urgency and media attention Provocative pieces of content to organize members around
Movement Hierarchy
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How can I raise money to make my
project happen?
Ask the right questions
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How can I raise money to make my
project happen?
Why do I need money? How much/
how little do I really need?
Ask the right questions
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How can I raise money to make my
project happen?
Why do I need money? How much/
how little do I really need?
How can the fundraising campaign
help me test and refine my idea? And
make me more fundable?
Ask the right questions
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How can I get people to donate?Ask the right questions
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How can I get people to donate?
How do I communicate the value of
my campaign?
Ask the right questions
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How can I get people to donate?
How do I communicate the value of
my campaign?
What are other ways people can
participate besides donating?
Ask the right questions
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Why should I donate?Ask the right questions
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Why should I donate?
Why should I donate NOW?
Ask the right questions
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Be specific
Create urgency
Grow membership
Curate and sequence
Motivate socially
Design defaults
Cheat Sheet
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From To
Organizations
Causes
People
Projects
Be specific.
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Tension
Timing
Tempo
The Three T’s
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Gameify Giving
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Money is a function of membership
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Design Defaults
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Growth comes in spikes
18
Logo / Tagline Example: GetUp new member growth
Tibet
ABC
Internet Censorship
Refugees Climate Change
Voter enrolment
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Calendar
Crisis
Created opportunities
Fundraising Opportunities
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VIEW
SHARECREATE
PURCHASE
DONATE
ATTEND
CONVENE
LIKEJOIN
LEVE
L OF E
NGAG
EMEN
T
PARTICIPATION OVER TIME
LEAD
Commitment Curve
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30 seconds
30 minutes
30 years
3 X 30
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Be specific
Create urgency
Grow membership
Curate and sequence
Motivate socially
Design defaults
Cheat Sheet
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Activities
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Name of campaign/project and mini description.
What is your goal?
Theory of change: Why is this important/urgent/awesome?
Why does it matter if I contribute? What can I do to make a
difference? What do I get out of it?
Tell your story
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What do you want people to do besides donate?
LEVE
L OF E
NGAG
EMEN
T
PARTICIPATION OVER TIME
Commitment Curve
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Level UpCreate Winning
Campaigns
James Slezak| [email protected] | @jslez
Lee-Sean Huang | [email protected] | @leesean