This document provides examples of rapid response campaigns from Farm Sanctuary, National Geographic Society, and Common Cause. Farm Sanctuary discussed campaigns around animal rescues, including pre-writing content and leveraging existing donors. National Geographic discussed campaigns around discoveries and conservation issues. Common Cause discussed post-election responses and advocacy around political appointments. All emphasized preparing in advance, testing multi-channel approaches, segmenting donors, and ongoing reporting on impact.

1. All Hands on Deck!
Managing a Rapid Response Campaign
#17NTCrapidresponse
Presented by:
Sylvia Moskovitz, Farm Sanctuary
Sarah Stallings, National Geographic Society
Jack Mumby, Common Cause
Anne Senft, Avalon Consulting Group
March 23, 2017©2017 Avalon Consulting Group.
All Rights Reserved.
avalonconsulting.net

2. Housekeeping:
Session Hashtag
#17NTCrapidresponse
Materials & Collaboration Notes
http://po.st/17NTCrapidresponse
CFRE Credits
Approved - 1.5

3. Speaker Introductions:
Sylvia Moskovitz
Chief Development and Communications Officer
Farm Sanctuary
Sarah Stallings
Senior Director, Annual Giving
National Geographic Society
Jack Mumby
Digital Campaign Organizer
Common Cause
Anne Senft
Vice President
Avalon Consulting Group

4. Rapid response has become critical in recent months for many
organizations – are you ready?

5. Preparing Before Emergency Hits

6. Decide whether to act
• Does our organization have a stake in the
issue?
• Will our supporters see us as a leader on this
issue?
• Do we have the bandwidth to respond?
• Does our organization have a charismatic and
knowledgeable spokesperson?
• Are there celebrity or media connections we
can leverage?

7. To-do list
• Develop a written rapid response plan in advance.
• Prepare content specific to possible outcomes.
• Ensure partners and staff are on standby –
especially in off hours.
• Coordinate amongst departments.
• Define acceptable streamlined processes.
• For mail, consider pre-paying postage and sending
first class.

8. Determine channels and audience
• Mail, Phone, Email, Web, Mobile, Social,
Advertising.
• Traditional media (TV news, press contacts).
• Consider casting wider net than usual.
• Consider what kind of signer your
supporters best respond to.

9. Taking Action When Emergency Strikes

10. Farm Sanctuary was founded in 1986 to combat the abuses of factory
farming and encourage a new awareness and understanding about farm
animals. Today, Farm Sanctuary is the nation’s largest and most effective
farm animal rescue and protection organization. We have rescued
thousands of animals and cared for them at our sanctuaries in Watkins
Glen, NY; Northern California (Orland); and the Los Angeles area.

11. Timeline:
• October 2015.
• Learned of rescue the day before, set up framework,
mobilized with emails as rescue was in progress.
Challenges:
• Couldn’t promote publicly and tip off farm.
• Didn’t know exactly how many animals.
Plan:
• Work with trusted writer to develop copy that was 80% complete.
• Ready all channels since previous rescues had received an outpouring of
support.
Farm Sanctuary
Hudson Valley Rescue Campaign

12. Farm Sanctuary
Hudson Valley Rescue Campaign – Components

13. Farm Sanctuary
Hudson Valley Rescue Campaign – Results
• Highest-grossing online rescue campaign ever, raising
$257,209 - nearly 35% more than previous top-
grossing campaign.
• Symbolic asks drove a strong average gift of $65.53, a
27% increase from previous best.
• #donate asks on Facebook resulted in 657 fulfilled
gifts and more than $26,000.
• TM generated nearly $4,000 in net revenue when it
was budgeted to break even.
• Animals living dramatically better lives at Sanctuary!

14. Farm Sanctuary
Cattaraugus County Rescue Campaign
Timeline:
• March 2016.
• Learned of rescue on Friday night; got response
out the next day.
Plan:
• A multi-channel approach to inform Farm
Sanctuary’s audience of the rescue and raise
funds for the animals’ care.
Challenges:
• Writers not readily available on Friday night.
• Unclear of the scope and size of the rescue.

15. Farm Sanctuary
Cattaraugus County Rescue Campaign – Components
• Email, phones, DM appeal/renewals.
• Facebook Live.
• Recognize Hudson Valley donors.

16. Farm Sanctuary
Cattaraugus County Rescue Campaign – Results
• Second-highest grossing online rescue: $128,573 (included 16
$1,000+ gifts) with a .66% response.
• Symbolic $200 ask for the 200 animals rescued = strong $68.87
average gift.
• Segmented Hudson Valley rescue donors – they were 2.21% of the
quantity, but gave 36.90% of the revenue.
• Thanked donors from first email and asked to give again. This
segment gave 17.17% of the total revenue even though they
were only 0.79% of the total email quantity. One donor actually
made a $1,000 gift to the first email and another $1,000 gift to the
second email.
• #donate brought in $3,753.

17. The National Geographic Society is a global nonprofit organization
committed to exploring and protecting our planet. We fund hundreds of
research and conservation projects around the world each year and inspire
new generations through our education initiatives and resources.

18. National Geographic Society
Rewriting History Urgentgram Appeal
Timeline:
• September 2015.
Challenges:
• Had to keep history-making story embargoed;
writer had to sign a confidentiality agreement.
• Needed to deploy communication plan quickly.
Plan:
• Share the incredible discovery and how donor
support made it possible.
• Take advantage of the timeliness and news
coverage.

19. National Geographic Society
“Rewriting History” Urgentgram Appeal – Components
“NationalGeographic is
announcing a groundbreaking
finding that could rewrite
anthropology texts and
change our understanding of
pre-human history—and you
helped make it happen
through your Contributing
Member support!”

20. National Geographic Society
Rewriting History Urgentgram Appeal – Results
• Urgentgram exceeded budget by 62% with a
2.92% response rate and a $46.60 average gift.
• Email campaigns: resulted in a strong $75.67
average gift.
• Stewardship announcement: 49.9% open
rate and 12.09% CTR.
• The response from each donor group was an
encouraging reminder of the value of thinking
through all audiences and goals for each.

21. National Geographic Society
High 5 Give 5 For Big Cats
• Timed around World Lion Day,
5 for Big Cats aimed to spread
awareness about the plight of
big cats and raise funds for
the Big Cats Initiative.
• Asked supporters on social
media to submit a virtual
high-five – a photo, video, or
drawing of themselves giving
a high-five, using
#5ForBigCats – and to give $5.

22. National Geographic Society
High 5 Give 5 For Big Cats – Components
• Social media –
Facebook, Google+,
Twitter.
• Emails.
• Website.
• Mobile giving messages.
• Campaign was gaining
traction from supporters
and brands and then…

23. National Geographic Society
High 5 Give 5 For Big Cats & Cecil the Lion
• A trophy hunter killed one of Africa’s
most famous lions, Cecil. Interest in big
cat conservation – and the High 5
campaign – soared.
• Cecil’s death shone a light on the growing
trend of trophy hunting and risks to
endangered species – and highlighted
the critical work of National Geographic
explorers who are working to protect big
cats.

24. National Geographic Society
High 5 Give 5 For Big Cats - Results
• Best performing digital campaign ever at NGS; exceeded $20K goal, raising
close to $200,000 with an average gift of $28.23.
• 224% more donations processed than typical in August.
• 92.5% of gifts from new donors; 374 donors became monthly donors
($47K as additional potential value)
• WLD day-of email: $32,202 from 250 donors
• $6,115 from 893 gifts from mobile
• Celebrity endorsement – large gift from Arnold Schwarzenegger and
participation from other celebrities and brands.
• 32,000 mentions of #5ForBigCats, and the campaign was a Shorty Award
finalist.
• Funds raised went towards building fences to protect livestock, avoid
retaliation hunting, and combat poaching.

25. Common Cause is a nonpartisan grassroots organization dedicated to
upholding the core values of American democracy. We work to create
open, honest, and accountable government that serves the public interest;
promote equal rights, opportunity, and representation for all; and
empower all people to make their voices heard in the political process.

26. Common Cause
Post-Election Response
Timeline:
• November 2016.
Challenge:
• Quickly figuring out the right response
to an unexpected situation.
Plan:
• Immediate email with rallying cry.
• Follow up with sustainer ask within 1 week
of election – Guardians of Democracy.

27. Common Cause
Post-Election Response – Components
• Sent immediately after
Election Day laying out
Common Cause’s role
under a Trump
administration; soft ask
in the P.S.
• Robert Reich return to
CC; sustainer ask “most
cost-effective way to
support us” ̶ $100+
HPC donors got a one-
time ask instead.

28. Common Cause
Post-Election Response – Results
• 1st email: added 370 new monthly
donors totaling $6,120; considering
lifetime value, that’s better than most
appeals.
• 2nd email: Worried about leaving
money on table, but added 795 new
sustainers worth $10,901 plus
$30,161 in 226 one-time gifts.
• A total of $47,182 raised and 1,165
NEW sustainers within 1 week of
election.

29. Common Cause
The State of the Union Response
Timeline:
• ASAP after Trump address to Congress.
Challenges:
• Integrate direct mail and digital rapid response
messaging.
• Streamline production & react to events in real time.
Plan:
• Capitalize on “rage donations.”
• Increase investment to leverage charged
environment.

30. • Direct mail
• Printed art shells, pulled and set up
data in advance.
• Guaranteed drop dates from
mailshop if we hit tight deadlines.
• Mailed within 3 days of 2/28 speech
– final copy to mailshop by 2 pm on
3/1, out the door on 3/3.
• Adapted copy to create digital rapid
response shell.
• Sent email the Saturday after the
speech.
Common Cause
The Un-State of the Union Response – Components

31. Common Cause
The Un-State of the Union Response – Results
• Mail returns show $32,196 at just 13 days.
• 30% increase in revenue over previous fiscal year, have met fiscal-year
budget with 3 months remaining.
• Shifting investments in direct mail to capitalize on energized supporters.
• Unified messaging across channels.
• Raised $21,559 online from 581 gifts.

32. Common Cause
Sessions Watch
Common Cause
Sessions Watch
Timeline:
• February/March 2017.
Challenge:
• Breaking news on multiple fronts and coordinating
communications.
Plan:
• Alert supporters who had participated in Stop
Sessions campaign to breaking news.
• Engage with advocacy and provide easy ways to give.

33. Common Cause
Sessions Watch
Common Cause
Sessions Watch – Pre-Written
• Written in advance and sent as soon as
Senate voted.
• Previous Sessions activists were asked for a
“founding donation”; everyone else offered
chance to join, then asked for a donation.
• Raised $21,281; did better with people who
engaged with Stop Sessions campaign.
• No signs of list fatigue despite more
aggressive contact strategy = keep going!

34. Common Cause
Sessions Watch
Common Cause
Sessions Watch – Breaking News
• Wednesday evening news broke of
Sessions’ lies. Quick approval process
to get in people’s inboxes first thing
Thursday morning.
• Planned petition delivery as advocacy
hook, which kicked action takers
straight to a donation page.
• 85,649 actions, 547 gifts, $18,794
raised.

35. • Written in advance to be sent
when another state joined.
• Advocacy sent a few weeks
prior to educate and prime
our list.
• Raised $26,352 from 613
donors.
• Followed up next day with
good Idaho news.
Common Cause
Article V – Priming your list

36. What do we do next?

37. Review and Next Steps
• What worked and what didn’t?
• Why and how do we improve for next time?
• How do we keep donors and activists engaged and caring about our whole mission?
• How do we incorporate ongoing communications about what donor support helps
the organization achieve?
• How can we extend the “giving high?”

38. Follow-up asks
• Segment rapid response donors,
acknowledge past support, and evaluate
their post-emergency performance.
• Conditional content in the preview pane
and/or body of our next fundraising email.
• Consider sustainer asks to new rapid
response donors, explaining the ongoing
need for funds.
• Report back progress and success and tie to
other initiatives that need support.

39. National GeographicFarm Sanctuary
Ongoing stewardship
Common Cause
“Tell Our Human Story: You can help
National Geographic Explorer-in-Residence
Lee Berger continue his research into our
human origins. Last year, with your help,
the Society announced the groundbreaking
findings of Lee's astonishing expedition 30
miles northwest of Johannesburg that
unearthed a new ancestral species in our
genus, Homo naledi—an ancient creature
completely new to science!”

40. THANK YOU!
Any Questions?
Don’t forget your session evaluation!
http://po.st/G5L7ae
Anne Senft
Avalon Consulting
Vice President
annes@avalonconsulting.net
Jack Mumby
Common Cause
Digital Campaign Organizer
jmumby@commoncause.org
@JackMumby
Sarah Stallings
National Geographic Society
Senior Director of Annual Giving
sstallin@ngs.org
Sylvia Moskovitz
Farm Sanctuary
Chief Development &
Communications Officer
smoskovitz@farmsanctuary.org