From your website to social media, email to mobile messages, online to offline, multichannel strategies require coordination and creative thinking across teams and departments, and a focus on the core of your work beyond any one specific call to action. In this session, we will show you how to craft an online multichannel campaign plan to meet your mission and campaign goals, and how other organizations are successfully integrating multichannel efforts into their work. For example, what happens when you tie your Facebook posts to your online fundraising appeals? What about sending text messages connected to your email actions the next day? Multichannel strategies bring your staff together and connect your community across platforms for more targeted actions. This session provides highlights from the new book Social Change Anytime Everywhere: How to Implement Online Multichannel Strategies to Spark Advocacy, Raise Money, and Engage your Community by Allyson Kapin and Amy Sample Ward and gives you the next steps you need to start working to create real social change online and on the ground.
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Social Change Anytime Everywhere: Best Practices to Build a Multichannel Campaign Plan
1. Social Change Anytime Everywhere:
Best Practices to Build a
Multichannel Campaign Plan
Amy Sample Ward & Allyson Kapin
February 27, 2013
A Service
Of: Sponsored by:
2. INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
• Strategy
• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com
A Service
Of: Sponsored by:
15. Mobile Facts to Know
Fact: 5.2 Billion Mobile Accounts Worldwide
Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone
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16. Mobile Facts to Know
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17. Social Media Facts to Know
Fact: Americans spend 25% of their time online on social networks.
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18. What to consider before
creating your multichannel
campaign plan?
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19. Focus on Shared Goals
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20. Focus on Shared Goals
Identify Hot Topics:
• How did you become aware of
our work?
• Which of our
programs/services/campaigns
are you most interested in?
• Would you like more information
about any of our
programs/services/campaigns
to share with your friends and
family?
• What aspects of our work are
you least interested in?
• What do you think we should
focus on together in the coming
year?
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21. Design for Distribution
• First occupy camp started in New
York City.
• People posted and re-shared
information about issues, actions,
and personal stories on Twitter and
Tumblr, live-streamed video on
Vimeo, and shared pictures on their
mobile phones.
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24. 8 Steps to create a
multichannel campaign plan.
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25. Creating A Multichannel Campaign
1. Identify Short-Term And Long-Term Goals.
Solving World Hunger? Raising $25K to support local soup
kitchen to distribute 300 meals to
NO! homeless people in DC in Dec.?
YES!
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26. Creating a Multichannel Campaign
Example: What goals will we achieve by raising $25,000 for the local soup
kitchen?”
Goal One: To illustrate that homelessness has risen 25% in our city over the last
year, resulting in a rising demand for our free meals and job training services. We
want donors to understand that every night there are lines of hundreds of hungry
people outside of our door waiting for a hot meal.
Goal Two: For every $50 donated, 25 homeless people will get a nutritious dinner
for one week at our soup kitchen, beginning next week.
Goal Three: For every $25 donated, our soup kitchen will provide computer-
training classes to 10 people homeless people we are serving for one month.
Goal Four: To tell the personal story of a soup kitchen volunteer who has
benefitted from eating regularly at our soup kitchen and participating in our job-
training program.
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27. Creating a Multichannel Campaign
2. Identify Your Target
Do you have an advocacy target? Who are you supporters? Are they:
• College students
• Parents of toddlers
• Environmentalists
• Insert your supporters here
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28. Creating a Multichannel Campaign
3. Craft Your Core Message And Define The Messaging Hook
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29. Creating a Multichannel Campaign
4. What Actions Do You Want People Take?
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30. Creating a Multichannel Campaign
5. Understand How Your Supporters Think
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31. Creating a Multichannel Campaign
6. How Do Your Target Audiences Prefer To Get Info?
• Direct Mail
• Email
• Texting
• Social Media
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32. Creating a Multichannel Campaign
7. Setup A Campaign Calendar
• Email appeals and graphics.
• Welcome series for new donors.
• Website donation landing pages, graphical callout boxes,
and homepage hijacks.
• Direct Mail, Telemarketing, Advertising (on and offline) etc.
• Social media strategies and messaging.
• Text-to-give messaging if appropriate.
• Fun interactives that don’t ask donors for money.
• A/B testing which is to analyze two different versions of a
webpage, appeal, or message to see which is more
effective.
• Segmenting for various channels
• Thank you messages and fundraising campaign updates.
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33. Creating a Multichannel Campaign
8. How Will You Reach People In Online Communities?
• Niche blogs
• Facebook/LinkedIn
Groups
• Online networks like
Care2 or Change.org
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34. What to consider for
rolling out your multichannel
campaign plan?
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35. Roll-Out A Multichannel Campaign
Launch Your Email Series
Email 1: Tell the story of the overall campaign, lay out the
campaign goals and the impact donors can expect to see
from their action.
Email 2: Update people on the campaign’s progress. Remind
people of the story you shared in the previous appeal.
Reinforce the message that you still need their help to make
an impact and meet the campaign goals.
Email 3: The final message is another update and one last
ask for help to truly make that tangible impact and meet your
goals.
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36. Roll-Out a Multichannel Campaign
• Follow Your Campaign Calendar
• Tailor Messaging To Each Channel
• Segment Your List
• Conduct A/B Testing
• Promote Your Campaign
• Measure the Results
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37. Do It Wrong Quickly
• Focus on 1 objective not 10.
• Don’t get lost in “pleasing”
everyone – funders, every target
audience, staff.
• You are not your target audience.
Your heroes are!
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