Upload
ckresse
View
285
Download
2
Embed Size (px)
DESCRIPTION
Making the Most of a Crisis with Cross Channel Integration
Citation preview
Are You Ready to React? Are You Ready to React?
How to Make the Most of a Crisis Situation with
Cross Channel Integration.
Tweet about it! #10ntc.react
The PanelThe Panel
Brenna HolmesSenior Interactive Services Account Executive
Charlotte KresseDirector Interactive Department
Greg ZelderMembership Director California State Parks Foundation
Your QuestionsYour Questions• What do you hope to learn here?• Is your organization ready to react?• If not, what are some of your pain
points?
What to Expect HereWhat to Expect Here
Takeaways:• How integrating channels can increase revenue when
used appropriately • The foundation you need to have in place to be able
to respond to a crisis quickly • How to capitalize and maintain momentum from a
campaign across multiple channels
• Good times & beer!
The 3 C’s of IntegrationThe 3 C’s of Integration
1. Communication– Get interested parties together for planning meetings
2. Collaboration– Discuss organizational goals and how a multi-channel
campaign can achieve these goals
3. Cooperation– Work backwards from Target Campaign date
and determine what channel will be executing when
3 Case Studies3 Case Studies
1. Sierra Club2. NARAL Pro-Choice America3. California State Parks Foundation
• Sierra Club collaborated with PBS to promote the new Ken Burns documentary series “National Parks: America’s Best Idea” – (aired Sept. 27 – Oct. 2, 2009)
• An aggressive online campaign was created: 100,000 Champions for National Parks– The goals were to
• maximize brand awareness of the connection between the Club & national parks
• reach out to new audiences online • grow the email file
Timely & Relevant Timely & Relevant
Timely and RelevantTimely and Relevant
Takeaways:• Be Flexible• Break Through the Silos• Use What You Already Have
• On May 31, 2009 Dr. Tiller an abortion care provider in Wichita, Kansas was murdered
• Immediately following, NARAL Pro-Choice America provided outlets for people to express their outrage: – send a note of encouragement/gratitude to staff – asked to attend vigils – sign an online memorial
Online … Online … Turning Anger in Action Turning Anger in Action
• The money raised from the soft ask on the memorial page exceeded all stand alone appeals for FY09 up to that time
• Donations increased by 40% to the website• Towards the end of the month the organization felt it
was ready to fundraise, but only if it helped continue Dr. Tiller’s legacy
Online … Online … Turning Anger in Action Turning Anger in Action
• Result = Trust Women Wristband Campaign• For $10.00 people could purchase 5 wristbands• Donors received a slip of paper containing a url to
register their wristbands in order to fill in a map that showed the broad nationwide support for Dr. Tiller
Online … Online … Turning Anger in Action Turning Anger in Action
Results:
• Highest grossing campaign of FY09• 68% of gifts came from first time online
donors• 2% of total revenue from social networking
promotions
Online … Online … Turning Anger in Action Turning Anger in Action
Beat Projections by 27%
Beat Projections by 27%
Virtual Rally• Less than two months later another abortion care provider
was targeted • We asked donors to send in a picture wearing their wristband
and/or hold a sign saying Trust Women• Locally asked activists to stand outside and hold Trust Women
Signs outside clinic• Results – pro-choice supporters far out numbered anti-choice
protestors
Online … Online … Turning Anger in Action Turning Anger in Action
Online … Online … Raising AwarenessRaising Awareness
Online … Online … Turning Anger in Action Turning Anger in Action
Takeaways:• Be Flexible• Be Aggressive• Maintain Seamless Communication Across
Channels
Online … Online … Turning Anger in Action Turning Anger in Action
• California State Parks Foundation– May 26: Sacramento releases news that 220 parks may
close due to budget cuts– Within one week CSPF was able to execute a successful
full scale multi-channel strategy to fight this budget crisis head on.
– Online, Direct Mail, and Telemarketing worked together to increase awareness of the imminent threat and garner public support to save California’s magnificent state parks and beaches.
An Integrated ApproachAn Integrated Approach
• Website redesigned• Aggressive online petition & donation campaign • Facebook Friend Get a Friend campaign
– 10 times the fans in 4 days– 90 times the fans in 4 months
(517 48,828. Now over 53,700 fans!)• Google & Facebook Ads 24,512 clicks
– Over 75% of petition signers camefrom Facebook and Google Ads
Education & Action Education & Action to Expand Reachto Expand Reach
42% page completion
rate!
89% of all signers
were new to the file
12% of signers
came from TAF
Multi-Channel Maximizes the Message Multi-Channel Maximizes the Message & the Impact & the Impact
• Efforts mirrored offline with three DM “Urgent Grams”
• Current TM calls stopped & restarted with the urgent appeal scripts
• 73% of petition signers were new to the file!• TM reinstatement call including separate
activist conversion – Pledge rate beat DM responsive lapsed donors
• 2 part conversion email series– Garnered an amazing .81% response rate
Activist ConversionActivist Conversion
Takeaways:• Be Flexible• Be Prepared• Use All Possible Communication Channels
An Integrated ApproachAn Integrated Approach
Questions?Questions?
Evaluation Code: Evaluation Code: 244244
How Was this Session?How Was this Session?Call In Text Online
Call 404.939.4909
Enter Code 244 Text 244 to 69866 Visit nten.org/ntc-eval
Enter Code 244
Session feedback powered by:
Tell Us and You Could Win a Free 2011 NTC Registration!