Best Practices to Build a Multichannel Campaign

Best
Practices to
Build a
Multichannel
Campaign
Plan

@AmyRSWard

SocialChangeAny5meEverywhere.com

@RadCampaign

Why is “multichannel” so
important?

@AmyRSWard


@RadCampaign

Mobile Facts to Know
Fact: 5.2 Billion Mobile Accounts Worldwide
Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone

@AmyRSWard


@RadCampaign

Mobile Facts to Know

@AmyRSWard


@RadCampaign

Social Media Facts to Know
Fact: Americans spend 25% of their time online on social networks.

@AmyRSWard


@RadCampaign

What to consider before
creating your multichannel
campaign plan?

@AmyRSWard


@RadCampaign

Focus on Shared Goals

@AmyRSWard


@RadCampaign

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?
@AmyRSWard


@RadCampaign

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.

@AmyRSWard


@RadCampaign

Design for Distribution

@AmyRSWard


@RadCampaign

Cross-Channel Promotion

Oxfam’s Use of
QR Codes
For A Benefit Auction

@AmyRSWard


@RadCampaign

8 Steps to create a
multichannel campaign plan.

@AmyRSWard


@RadCampaign

Creating A Multichannel Campaign
1. Identify Short-Term And Long-Term Goals.

Solving World Hunger?

NO!

@AmyRSWard

Raising $25K to support local soup
kitchen to distribute 300 meals to
homeless people in DC in Dec.?

YES!


@RadCampaign

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 computertraining 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 jobtraining program.
@AmyRSWard


@RadCampaign

2. Identify Your Target

Do you have an advocacy target?

@AmyRSWard

Who are you supporters? Are they:
•  College students
•  Parents of toddlers
•  Environmentalists
•  Insert your supporters here


@RadCampaign

3. Craft Your Core Message And Define The Messaging Hook

@AmyRSWard


@RadCampaign

Examples of Core Messages

Example One: Pink is Pretty, Breast Cancer is Not – a campaign by the
National Coalition of Breast Cancer aimed at deconstructing all of the pink
corporatization of breast cancer.
Example Two: The Golden Boob Awards: Exposing The Biggest Boobs Of All
- a campaign aimed at exposing bogus products that claimed they could better
detect changes in breasts or organizations that made false claims about getting/
curing breast cancer.

@AmyRSWard


@RadCampaign

4. What Actions Do You Want People Take?

@AmyRSWard


@RadCampaign

Steps to Creating Multichannel Campaigns
4. What 2 Key Actions Did NWF Want People To take?

1.  Re-share NWF’s updated
facts on the oil spill and its
impact on wildlife.

@AmyRSWard


@RadCampaign


2. Collect donations via
multiple channels – email,
website, text-to-give, checks,
to get resources where they
were needed to help wildlife
impacted by oil spill.

@AmyRSWard


@RadCampaign


@AmyRSWard


@RadCampaign

5. Understand How Your Supporters Think

@AmyRSWard


@RadCampaign

6. How Do Your Target Audiences Prefer To Get Info?

• 
• 
• 
• 

@AmyRSWard

Direct Mail
Email
Texting
Social Media


@RadCampaign

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.
@AmyRSWard


@RadCampaign

7. Setup A Campaign Calendar

Courtesy of the The Leukemia and Lymphoma Society’s Totally Baldacious campaign.

8. How Will You Reach People In Online Communities?

•  Niche
blogs

•  Facebook/LinkedIn

Groups

• 
Online
networks
like

Care2
or
Change.org

@AmyRSWard


@RadCampaign

What to consider for
rolling out your multichannel
campaign plan?

@AmyRSWard


@RadCampaign

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.
@AmyRSWard


@RadCampaign

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

@AmyRSWard


@RadCampaign

Introduce yourself to the person
sitting next to you.

What programs, initiatives or campaigns does your
organization have coming up in the next 6 months that you
think would make a good multichannel campaign? Pick one
to focus on for this exercise.
>> Brainstorm three short term and
long term objectives for this initiative.

>> Identify your target audiences.
Who is your advocacy target?
Who has the power to create the change you are seeking?
Who are the target audiences you seek to organize?

>> List 3-4 different actions you want people to take.
These actions should start out as an easy action – such as
signing an online petition or pledge. As the campaign unfolds
and people take action, what additional actions can people
take to stay involved that requires more commitment.

>> Brainstorm ideas to promote
this campaign across multiple channels.
What kind of content will you need? Does it already exist
and can be edited and tailored for different channels? Or do
you need to create the content from scratch?

>> Identify the metrics you’ll use to evaluate the campaign.
What does success look like?
How you will track metrics across different
online channels? What metrics can you use in real time to know if
you’re on track?

Connect with us:
Allyson Kapin: Rad Campaign, Women Who Tech
Email: Allyson@radcampaign.com
Twitter: @womenwhotech
Rad Website: http://www.radcampaign.com
Women Who Tech: http://www.womenwhotech.com

Amy Sample Ward: NTEN
Email: amy@amysampleward.org
Twitter: @amyrsward
NTEN Website: http://www.nten.org
Blog: http://www.amysampleward.org

@AmyRSWard


@RadCampaign

Best Practices to Build a Multichannel Campaign

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Best Practices to Build a Multichannel Campaign