Learn how organizations like Energy Unites Us, the United Nations Foundation, and the American Cancer Society are empowering advocates and influencers to increase awareness and participation in their initiatives.

1. Cause Advocacy Strategy:
How to Reach Today’s
Donors and Volunteers
As presented by Ajay Ramachandran, Chief Marketing and
Product Officer, Dynamic Signal
CampaignTech West Conference-10/29/13

2. Company Overview
We help organizations harness the power of
influencers, ambassadors, employees, and customers
by empowering them to be advocates
All Content Company Confidential ©2013 Dynamic Signal

3. Featured Clients
Sports & Lifestyle
Entertainment & Media
CPG & Consumer
Agencies
& Non-Profit
All Content Company Confidential ©2013 Dynamic Signal
Financial & Tech

4. Cause Advocacy Strategy
How people connect, consume and
transact has shifted dramatically.
Have you adapted your
strategy to reach today’s
donors and volunteers?
All Content Company Confidential ©2013 Dynamic Signal

5. Generational Giving
Importance of an effective
and multi-channel social
media program
Share of Giving
Know Your Donors Well
And potential donors. It can have a big
impact on your fundraising
performance.
Don’t Forget About Social
Media
30% Mobile Primary
Phone
59% Use Facebook
52% Gave via Direct Mail
Not always significant sources for
fundraising, but essential for
cultivating younger donors.
67% Mobile Primary
Phone
71% Use Facebook
40% Gave via Direct Mail
Direct Mail Isn’t Dead
But you might as well get familiar with
other channels before you no longer
have a choice.
Source: Blackbaud
Multichannel = New Normal
A diverse communication plan is
essential for maximizing each
generation of donors and potentials.
86% Mobile Primary Phone
77% Use Facebook
25% Follow a Charity
36% Share Info About Charity
All Content Company Confidential ©2013 Dynamic Signal

6. The Shift in Trust and Influence
Trust now resides with experts and “people like me.”
Your employees and volunteers are now your best spokespeople.
All Content Company Confidential ©2013 Dynamic Signal

7. Strategy & Approach for Advocacy Programs
ACTIVATE
Audiences
Identify and invite ambassadors/influencers into a
web/mobile based advocacy hub
MANAGE
Content
Curate user generated and brand approved content
within easy to use web and mobile environments
SHARE
and Amplify
Advocates choose which content they share and
amplify it to their personal social channels
ANALYZE
and Measure
All data is tracked and measured to provide valuable
insights (member activity, impact of shares, clicks,
reactions, etc.) that are tied to KPIs and the
program’s ROI
All Content Company Confidential ©2013 Dynamic Signal

8. Benefits of Cause Advocacy Programs
Authentic Voice: Empower advocates to tell your story
Reach: Reach millions when ambassadors share and amplify approved
content
Donations: Ambassadors drive friends, colleagues to give money/ time
Measure and Learn: Measure Social Media Impressions, Earned Media
Value, CTRs, Transactions
Brand Development: Align ambassadors behind consistent cause positioning
and campaign messaging
Community: Build a community drives continuous engagement
Cost savings: Reduce your reliance on paid media and PR to tell your story
All Content Company Confidential ©2013 Dynamic Signal

9. Energy Unites Us
Great web-based content source
Proven to drive traffic
Creates direct relationships
Enables social sharing
Tracks activity
All Content Company Confidential ©2013 Dynamic Signal

10. +SocialGood
The Social Good Summit inspires
technology solutions that improve
human conditions globally
260 hubs of advocates passionate
about solving our planet’s biggest
problems
Dynamic Signal organized them into
a Social Good channel of
connections
Community
Platform
Power
Sharing Tool
All Content Company Confidential ©2013 Dynamic Signal

11. Giving Tuesday
Online community for
influencers and advocates to
get information and share
content
Content strategy plan created
Community actively promoted
Regular reporting on detailed
metrics to optimize campaign
efforts
All Content Company Confidential ©2013 Dynamic Signal

12. American Cancer Society
Join Community
Drive participation in CPS-3
(Cancer Prevention Study)
Drive ACS awareness
Leverage the social reach and
influence of employees and
volunteers
All Content Company Confidential ©2013 Dynamic Signal

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