Fear Factor: Why Online Campaigns Fail PRESENTED BY ADAM LEMMON

Adam Lemmon

• 10 years and counting at Blackbaud

• Co-founder of the Go! Program

• Have worked with 100’s of orgs & have helped execute 100’s of online campaigns

Why did my campaign fail?

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MISTAKES

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MISTAKES

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PROBLEMS

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MYSTERY

PUZZLE

http://sethgodin.typepad.com/seths_blog/2012/10/the-acute-heptagram-of-impact.html

The following slides are based on Seth Godin’s blog post – The Acute Heptagram of Impact

Does everyone know the plan?

What’s the plan?

Are these the right tactics for the plan?

Friction vs. Relevance

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Friction024

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Friction vs. Relevance

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FrictionSacrifice0

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What kind of sacrifice are we asking our audience to make?

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Engagement requires something from the audience

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Do you have what you need to execute?

Can you adapt once everything is in motion?

You can’t control it all

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Know thy Call-to-Action

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Did you persist long enough to let it succeed?

One campaign is just one tactic

Does your audience want this?

Anticipation

Is your audience EXPECTING it?

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Open Rate # of emails prior to EOY Org 5 11% 7 Org 6 14% 11 Org 7 15% 3 Org 8 12% 5

Open Rate # of emails prior to EOY Org 1 25% 15 Org 2 39% 23 Org 3 24% 16 Org 4 32% 31

What about this campaign is really scary to you? What do you fear?

Same question, but this time for real: What are you scared of?

• Strategy Does everyone know the plan?

• Tactics Are these the right tactics?

• Execution Have what you need? Can you adapt?

• Persistence Can you give this the time that it needs?

• Desire Is this wanted?

• Reputation Are they expecting it?

• Fear What are we scared of?

Don’t forget to thank your donors!

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Don’t forget to complete a session survey! Each completed survey enters you into a drawing to win a complimentary registration to bbcon 2015 in Austin, Texas*.

*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be exchanged, applied to, or combined with any other offer.

Did this session give you the jolt you needed?

Bibliography • Seth Godin – The Acute Heptagram of Impact

http://sethgodin.typepad.com/seths_blog/2012/10/the-acute-heptagram-of-impact.html

• Steven Pressfield, Do the Work

http://www.amazon.com/Do-Work-Steven-Pressfield/dp/1936719010

• Malcolm Gladwell, “Mystery vs. Puzzle” http://gladwell.com/open-secrets/

• Alexis Ohanian, TED talk “How to make a splash in Social Media” http://www.ted.com/talks/alexis_ohanian_how_to_make_a_splash_in_social_media

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