Best Practices to Build a Multichannel Campaign

@AmyRSWard SocialChangeAny5meEverywhere.com @RadCampaign

Best Practices to Build a Multichannel Campaign Plan

Why is “multichannel” so important?


Fact: 5.2 Billion Mobile Accounts Worldwide

Fact: 1 in 2 Mobile U.S. Subscribers Own a Smartphone

Mobile Facts to Know






Fact: Americans spend 25% of their time online on social networks.


Social Media Facts to Know

What to consider before creating your multichannel

campaign plan?


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?

Focus on Shared Goals


•  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.

Design for Distribution


Design for Distribution


Oxfam’s Use of QR Codes For A Benefit Auction

Cross-Channel Promotion


8 Steps to create a multichannel campaign plan.


1. Identify Short-Term And Long-Term Goals.

Solving World Hunger?

NO!

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

YES!

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.

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



3. Craft Your Core Message And Define The Messaging Hook



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.

4. What Actions Do You Want People Take?



Steps to Creating Multichannel Campaigns

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


4. What 2 Key Actions Did NWF Want People To take?


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.






5. Understand How Your Supporters Think



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

•  Direct Mail •  Email •  Texting •  Social Media



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.



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



Diabetes Hands Foundation

What to consider for rolling out your multichannel

campaign plan?


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.

Roll-Out A Multichannel Campaign


Launch Your Email Series

•  Follow Your Campaign Calendar

•  Tailor Messaging To Each Channel

•  Segment Your List

•  Conduct A/B Testing

•  Promote Your Campaign

•  Measure the Results

Roll-Out a Multichannel Campaign


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: [email protected] Twitter: @womenwhotech Rad Website: http://www.radcampaign.com Women Who Tech: http://www.womenwhotech.com

Amy Sample Ward: NTEN

Email: [email protected] Twitter: @amyrsward

NTEN Website: http://www.nten.org Blog: http://www.amysampleward.org
