Integrated Campaigns

Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 1

Integrated Campaigning or:How I Learned to Let Go and Love the Bomb

withSamer Rabadi

Social Tech Training


A Bit of Unrelated History

Warner Brothers releases “The Jazz Singer in October 1927

Suddenly movie makers must ADAPT to a new dimension of storytelling—sound


Social Media: The Nonprofit’s “Sound”

Technological advancements force an evolution of traditional storytelling skills

The key adaption:

INTERACTION


All That’s New is Old

Traditional nonprofit skills are STILL valuable!

• Wily, persistent advocacy

• Personalized donor cultivation and relationship building

• Resourceful grassroots organizing

• Effective membership recruiting

• Compelling creative

• Etc., etc., etc…


So What’s the Big Deal with Social Media?

With Social Media, you and your supporters are telling a:

SHARED STORY

The Ron Paul Story: An Example

The Setup

Congressman Ron Paul runs for President in 2008

• National support never exceeds 4%

• Raises $8.2 million through 3rd Quarter, 2007

• but... HALF of his donors gave under $200

Hallmarks of an Insurgent Campaign

1. Distributed Network

2. Autonomy—Giving Up Control

3. Vibrant Feedback Loop—Transparency

The Distributed Network

Supporters: Facebook127,956

YouTube57,339

MySpace119,067

Allow the Network to Define Itself

1. Allow supporters to connect,

“tawlk amongst yourselves”

2. Multi-way relationship for resources

3. Link to opportunities for deeper involvement

4. Portability eases the spread of information

Ron Paul Everywhere...

RonPaulGraphs.com

Facebook


Giving Up Control: What a Difference a Day Makes

The Backstory: Ron Paul raises $8.2 million through the end of September 2007

What Happened: A single Ron Paul supporter organizes a day of fundraising on November 5th, presumed to invoke British 17th Century Revolutionary Guy Fawkes


“Remember, Remember the 5th of November.”

What Happened, continued:

• “Money Bomb” raises $4.3 million

• Campaign runs a similar day of fundraising on Dec. 16th (Boston Tea Party) and raises $6 million

• Quarterly total is $19 million, outstripping every other Republican candidate


The Aftermath

• Campaign for Liberty: a c4 with six figure mailing list

• Students for Ron Paul —> 50 chapters of Young Americans for Liberty

•LEGITIMACY: Ron Paul has a seat at the table and his ideas are gaining traction


The Aftermath, Continued…


The Breakdown

Through multiple points of contact and opportunities for engagement, nonprofits build a

relationship between themselves and their supporters

Supporters become ADVOCATES

Advocacy spreads as a natural outgrowth and representation of the supporter’s

identity on social media outlets


The Breakdown, Continued…

If people feel like they’re part of the story

—> Help them find ways to connect and tell that story!

Facebook Status Updates

Badges

Social Media Buttons

Tell a FriendsWallpapers Twitter

CommentsContests

Share Opportunities


Caveats

• Shiny Object Syndrome (SOS)

• All the eggs in one basket

• The piecemeal approach

• Return on Investment (ROI)

• Runaway supporters and messaging blunders

• A deeper stake


Your Turn: Mission Possible

A campaign that connects:

• supporters—organization

• supporters—supporters

• supporters—network


Etc. Etc. Etc. …

• Be creative

• Make mistakes

• Focus on people, not technology

• Life is change—today is not like yesterday, tomorrow may not be like today


Samer RabadiSenior Campaign Manager—Care2.com

[email protected]://www.care2.com

Fin*

* No interns were harmed in the production of this workshop.

mailto:[email protected]

Technology

Integrated Campaigns