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Feb 26 Council of PR Firms' Non-Profit/Digital Worskshop Sandy Pfaff, Peppercom and Miles Orkin, American Cancer Society
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Digital Marketing & PRThe New Frontier for Non-Profits
Sandy Pfaff Miles OrkinDirector/West Coast National Director E-Revenue & Mobile InnovationPeppercom American Cancer Society
Living in the Non-Profit World Today…
“No mission without money, no money without mission”
“Pain Points” For Non-Profits to Overcome
• Organizations vying for the same dollars and volunteers
• Needs are high, resources are low
• Big organizations inflexible to change
• Small organizations nimble, but with limited resources and infrastructure
• Resources and funds often tied up in the wrong places
• Operating at 1.0 in a 2.0 + world
The Digital Opportunity
• Cost effective brand awareness and visibility• Broad reach + one-to-one engagement• Personalized, targeted fund raising• Micro-donations• Volunteer recruitment• List building• Measurement/ROI
Why it Works
• Speed – “in the moment”• Cost efficient• Grassroots / viral• Builds community• Extends local and global reach• Contemporizes your brand• Personal touch and connection
The Digital “Buffet” – Delivering Content
• Blogs and blogger outreach• Viral videos • Call to action emails & ongoing news updates• Don’t underestimate the power of your own website - blogs,
news, videos, podcasts, two-way dialogue with constituents
The Digital “Buffet” – Online Communities
• Social Networking• Groups
• Causes
• Fundraising
• Legislative Issues
• Social benefit organizations – using technology for social good
Case Study
Text-to-Give at American Cancer Society
• How it startedACS looking to expand revenue streams, develop innovative outreach strategies
• How it worksEnd user initiates $5 donation via SMS message on mobile phone in response to call to action (multiple options for CTA)
• Results to dateStrong internal affinity, too early to measure performance
• What’s next?Expand program, test and refine tactics, integrate with existing campaigns and programs
Timeline
• March 2008 ACS looking to expand revenue streams, develop innovative outreach strategies
• July 2008 Initial discussions with Mobile Giving Foundation• Sept 2008 Text-to-give pilot planned, in support of Making
Strides Against Breast Cancer in CA (over 50,000 supporters)• Oct 2008 Pilot canceled due to carrier issues• Nov 2008 Proof-of-concept test at UCLA basketball game.• Dec 2008 Pilot re-start, additional divisions added• Feb 2009 Pilot launch, only small events only so far
Keys to Success
• Improve understanding of ideal mediums and tactics for delivering call to action
• Provide turnkey materials for field implementation• Integrate with existing campaigns - traditional and new media -
and other constituent outreach strategies.• Educate key corporate stakeholders about program parameters
and limitations
How it Works
Proof of Concept
Where PR Can Help…
• As agency of record – paid or pro bono• Start with “pilot programs”• Volunteer• Make a financial commitment to a cause• Seek out Board opportunities• Share best practices
Contact:
Sandy Pfaff Miles OrkinPeppercom American Cancer [email protected] [email protected] 510-464-8209