sheetal persaud & matt barr - reaching the next generation of supporters through integrated...
DESCRIPTION
With increasing competition in the media – how can you ensure your brand is top of mind and heart for potential supporters? Going beyond traditional media channels – this session will cover how you can bring together online, offline, paid and earned media for a successful branding campaign. We’ll look at case studies of multi-channel branding campaigns and see how each channel works to build on and complement each other. We’ll compare online ads, radio, social media, TV and other branding channels and see which channels work best in which situation. We’ll look at how you can bring your team together – to get marketing, communications, public relations, fundraising and senior management engaged and on board with your branding campaign. And we’ll look at business intelligence for branding – how can you measure and assess your branding campaigns. Takeaways:- Tips to integrate multiple channels into a branding campaign- Ways to measure and assess branding campaigns- Practical case studies of multi-channel branding campaignsTRANSCRIPT
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REACHING THE NEXT GENERATION OF SUPPORTERS THROUGH INTEGRATED BRANDING PROGRAMS
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We provide leadership to nonprofit organizations in using new technologies to market, fundraise, advocate and brand build more effectively.
Sheetal Persaud, Fundraising Innovation Consultant, hjc
6/6/2011 proprietary and confidential 2
Matt Barr, Fundraising Innovation Consultant, hjc
www.hjcnewmedia.com @hjcnewmedia #mcc11
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6/6/2011 proprietary and confidential 3
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6/6/2011 proprietary and confidential 4
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Passion brands have a hard job....
You can’t just shows ads, have great creative and expect people to support you
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You’re selling...
• Knowledge and awareness of an incredibly meaningful cause
• The great feeling that comes from philanthropy
• The opportunity to spend time helping others
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That can be hard to portray...
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How can you brand your non-profit?
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Establish your brand
Reach people
Allow others to
share your brand
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ESTABLISH YOUR BRAND
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Do you know who you are?
• Make sure YOU and your staff/board know your brand
• Ensure your brand resonates through all the media you use
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Consistency = recollection
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Consistency can be really simple
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Consistency is key
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1. Consistent Branding – Secure your brand name, vanity URLs – Customized creative
• Branded twitter background • Logo as profile picture/avatar
2. Creating an editorial calendar for consistency – Daily updates – Schedule of upcoming campaigns/events
3. Integration with offline/online – Add social icons to website/blog – Promote via e-mail signature – Mention in DM
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6/6/2011 proprietary and confidential 20
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Ensuring a consistent brand experience may sound easy...
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Disparate teams = disparate branding
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Fundraising Events
Marketing
Communications
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Public
Relations
Volunteering
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“Hives are adjacent to each other, and while their members each have roles, from products (honey) and defenders to mates and rulers, these hives allow for fluid interaction.” -Geoff Livingston
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How can you be more like a “hive” organisation? • Have connectors (people, processes or
meetings with the function of ensuring a consistent brand experience)
• Shared resources e.g. documents, work spaces, wikis, calendars
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REACH PEOPLE WITH YOUR BRAND
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Who are your audiences?
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To promote your brand...
• You need to know WHO your core audiences are
• You need to know WHERE they are
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Most non profits are dealing with multiple audiences
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Next Gen: A landmark survey
• Released Nov. 2010 • Exploring multi-channel
preferences and charitable habits of 4 generations of Canadians
• Featured in: Globe and Mail, Financial
Post, CNBC, the NonProfit Times, Charity Village, the Vancouver Sun
Download the full report: www.hjcnewmedia.com/nextgen
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© 2010 Convio, Inc.
Mobile Habits
49% Mobile ONLY phone
32% Mobile primary
42% Facebook Mobile app
53% Texters
Defining Values Time to give back What’s in it for me? Online connection
Social Media Habits (% doing regularly)
70% 49% 25% 16%
Gen Y
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© 2010 Convio, Inc.
Defining Values Peer-motivated Time vs. money Online connection
Social Media Habits (% doing regularly)
56% 30% 13% 11% 11%
Mobile Habits 28% Mobile ONLY phone
37% Mobile is primary
27% Facebook mobile app
40% Texters
Gen X
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© 2010 Convio, Inc.
Defining Values Support for non profit is planned/deliberate See giving $ as the best way they can help
Tech/Media Profile 29% Facebook (reg)
(60% Total)
17% Texters
47% E-newsletters
55% Bank online
33% Shop online
Boomers
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© 2010 Convio, Inc.
Defining Values Pre-meditated giving Loyal Guarded
Tech/Media Profile 17% Facebook (reg)
(50% Total)
5% Texters
48% E-newsletters
57% Bank online
34% Shop online
Civics
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How did they first hear about you?
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Gen Y Mainstream media 27% Word of mouth 22% School 18% Peer to peer event 14%
Gen X Mainstream media 24% Word of mouth 18% Mail 16% Peer to peer event 11% Work/job 11% Product purchase 11%
Boomers Mainstream media 28% Mail 19% Word of mouth 16% Work/job 11%
Civics Mail 35% Mainstream media 24% Word of mouth 18%
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Online surveys can be effective for audience research • Survey Monkey
• Send a survey to everyone you have an email for (volunteers, event participants, staff, donors, advocates etc…)
• Track responses back to individuals
• Use individual response data to create targeting profiles
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Questions to ask in market research • How did you first hear about us?
• What do you think we do?
• What newspapers/radio stations/TV stations do you use regularly?
• What social networks on?
• Do you live in an urban/suburban/rural?
• Age/sex/location/single?
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People love surveys!
• Emails surveys have high response rates
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With your survey results, create an audience profile Who are they?
-Demographics
-Psychographics
About your brand?
-What do you want them to know
-What do you want them to feel
-Why should they be interested in your brand
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With your survey results, create audience profiles Who are they?
-Demographics
-Psychographics
About your brand?
-What do you want them to know
-What do you want them to feel
-Why should they be interested in your brand
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What does this mean for branding? • Depending on your audiences – you can
be quite targeted with your branding programs...
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Your supporters use MANY channels
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Therefore ...branding campaigns need to be multi-channel • Multi-channel doesn’t have to = expensive
• Social media branding campaigns can be inexpensive
• Adwords and Facebook ads can be inexpensive
• Work with PR to secure “earned” media coverage
• Work internally to leverage “owned” media
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The Library Online
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Adwords
• Can reinforce campaigns taking place on “other” media
• Be specific with your ads e.g. use full name v.s. acronym
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A multi-channel branding campaign
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Potential for
kiosk
fundraising in
malls, sports
stadiums and
other public
locations
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Tracking is key
• Having a multi-channel branding campaign only makes sense if you can actually judge and compare the efficacy of each channel
• Some channels will work better for you than others
• Need to determine where future efforts should be directed
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Various ways of measuring branding campaign effectiveness • Recollection
• Site visits and landing page performance (time on page, bounce rate, CTR from landing page etc…)
• Engagement rate
• Fundraising (if a branding campaign is part of a fundraising campaign)
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Landing Page Views
By Source
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Pageviews from media sources
Online Ads
Billboard
S&W Website
TV
Postcard
Adwords
Texas Monthly
Radio
Newspaper
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Geographic breakdown
of visits
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27
-Sep
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29
-Sep
-10
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-Oct
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-Oct
-10
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-Oct
-10
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-Oct
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-Oct
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-Oct
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-Oct
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-Oct
-10
02
-No
v-1
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4-N
ov-
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# o
f G
ifts
& D
aily
Tra
ffic
Rev
en
ue
($
)
Date
Scott & White Appeal Activity
Daily Revenue
Number of Gifts
Daily Traffic
Billboard Billboard
Online Banner Ad
Radio Radio Radio Radio
TV TV TV TV
New
spap
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New
spap
er
Po
stca
rd
Sym
bo
lic G
ift
Mai
l & E
mai
l Ap
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Texas Monthly Texas Monthly
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Google Insights
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ALLOW OTHERS TO SHARE YOUR BRAND
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People are sharing their experiences, their passions, their knowledge, their arguments…
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And many many more things
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People want to interact
Social sharing traffic now accounts for as much as one-third of the amount of traffic driven by search
A site receiving 1,000 visits per month from search engines is now receiving 333 of visits through social sharing
Courtesy: Sharethis 2009
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Something changed
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YouTube, Twitter and Facebook has transformed word-of-mouth, increasing it’s potential to influence others
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There’s trust in advertising, but not as we knew it
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The traditional brand route
Your Brand
Marketing
Events
PR / Advertising
Website
The General Public
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Today’s Reality
Facebook is the #1 social network used by nonprofits – 86% in 2010, up from 74% in 2009 – Drop in avg. community size: 5,391 members (2009) to 2,440 in 2010 Twitter is the social networking outlet of choice with a year-over-year increase of 38% – Average community size grew 627% (286 followers to 1,792 followers in 2010) – Still relatively small community sizes for nonprofits but shows upward movement LinkedIn and YouTube usage remain steady MySpace shows the biggest drop at 45% with nonprofits
Source: The Nonprofit Social Media Benchmarks Report, 2010
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And donors are using social media…
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Facebook Twitter MySpace FourSquare Digg YouTube Flickr Picasa Delicious LinkedIn Google Buzz
Use it regularly Use it, but not regularly
Source: Next Gen Study, 2010
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What was your first interaction with the charity you now donate to?
29.9%
19.5%
9.8% 9.7%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Gen Y Gen X Boomers Matures
Joined a social networking group/online community to stay informed and share information with other people who care about that charity or cause
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Are you willing to promote a charity you support on social media?
12.3% 11.7%
7.5% 7.8%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
Gen Y Gen X Boomers Matures
Willing to Promote them today
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Sharing is key
• Need to understand the differing preferences across generations
• Gen Y and Gen X more open to connecting/promoting your cause
– Opportunity: They are also the easiest to reach via social channels
• Boomers and Civics as a whole are slower to adopt
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• Schools got on board
• Other community organisation participated
• Local media coverage
• Viral social media coverage
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Out came the evangelists
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Leverage your evangelists
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Who are your evangelists? And what tools do
you give them to market/fundraise for you?
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Reputation management
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Opening up to evangelists means… • You have to deal with negative comments
• You are willing to lose some control over branding and voice
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Are you listening?
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Commenting Policy
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Brand management on social networks It’s the personal touch with a sprinkling of logo...
People share with people, not logos
Create a balance of consistency in mission, message, graphics, yet with a human touch
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How can you brand your non-profit?
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Establish your brand
Reach people
Allow others to
share your brand