Are You Ready to React?

Are You Ready to React? Are You Ready to React?

How to Make the Most of a Crisis Situation with

Cross Channel Integration.

Tweet about it! #10ntc.react

The PanelThe Panel

Brenna HolmesSenior Interactive Services Account Executive

Charlotte KresseDirector Interactive Department

Greg ZelderMembership Director California State Parks Foundation

Your QuestionsYour Questions• What do you hope to learn here?• Is your organization ready to react?• If not, what are some of your pain

points?

What to Expect HereWhat to Expect Here

Takeaways:• How integrating channels can increase revenue when

used appropriately • The foundation you need to have in place to be able

to respond to a crisis quickly • How to capitalize and maintain momentum from a

campaign across multiple channels

• Good times & beer!

The 3 C’s of IntegrationThe 3 C’s of Integration

1. Communication– Get interested parties together for planning meetings

2. Collaboration– Discuss organizational goals and how a multi-channel

campaign can achieve these goals

3. Cooperation– Work backwards from Target Campaign date

and determine what channel will be executing when

3 Case Studies3 Case Studies

1. Sierra Club2. NARAL Pro-Choice America3. California State Parks Foundation

• Sierra Club collaborated with PBS to promote the new Ken Burns documentary series “National Parks: America’s Best Idea” – (aired Sept. 27 – Oct. 2, 2009)

• An aggressive online campaign was created: 100,000 Champions for National Parks– The goals were to

• maximize brand awareness of the connection between the Club & national parks

• reach out to new audiences online • grow the email file

Timely & Relevant Timely & Relevant

Timely and RelevantTimely and Relevant

Takeaways:• Be Flexible• Break Through the Silos• Use What You Already Have

• On May 31, 2009 Dr. Tiller an abortion care provider in Wichita, Kansas was murdered

• Immediately following, NARAL Pro-Choice America provided outlets for people to express their outrage: – send a note of encouragement/gratitude to staff – asked to attend vigils – sign an online memorial

Online … Online … Turning Anger in Action Turning Anger in Action

• The money raised from the soft ask on the memorial page exceeded all stand alone appeals for FY09 up to that time

• Donations increased by 40% to the website• Towards the end of the month the organization felt it

was ready to fundraise, but only if it helped continue Dr. Tiller’s legacy


• Result = Trust Women Wristband Campaign• For $10.00 people could purchase 5 wristbands• Donors received a slip of paper containing a url to

register their wristbands in order to fill in a map that showed the broad nationwide support for Dr. Tiller


Results:

• Highest grossing campaign of FY09• 68% of gifts came from first time online

donors• 2% of total revenue from social networking

promotions


Beat Projections by 27%

Beat Projections by 27%

Virtual Rally• Less than two months later another abortion care provider

was targeted • We asked donors to send in a picture wearing their wristband

and/or hold a sign saying Trust Women• Locally asked activists to stand outside and hold Trust Women

Signs outside clinic• Results – pro-choice supporters far out numbered anti-choice

protestors


Online … Online … Raising AwarenessRaising Awareness


Takeaways:• Be Flexible• Be Aggressive• Maintain Seamless Communication Across

Channels


• California State Parks Foundation– May 26: Sacramento releases news that 220 parks may

close due to budget cuts– Within one week CSPF was able to execute a successful

full scale multi-channel strategy to fight this budget crisis head on.

– Online, Direct Mail, and Telemarketing worked together to increase awareness of the imminent threat and garner public support to save California’s magnificent state parks and beaches.

An Integrated ApproachAn Integrated Approach

• Website redesigned• Aggressive online petition & donation campaign • Facebook Friend Get a Friend campaign

– 10 times the fans in 4 days– 90 times the fans in 4 months

(517 48,828. Now over 53,700 fans!)• Google & Facebook Ads 24,512 clicks

– Over 75% of petition signers camefrom Facebook and Google Ads

Education & Action Education & Action to Expand Reachto Expand Reach

42% page completion

rate!

89% of all signers

were new to the file

12% of signers

came from TAF

Multi-Channel Maximizes the Message Multi-Channel Maximizes the Message & the Impact & the Impact

• Efforts mirrored offline with three DM “Urgent Grams”

• Current TM calls stopped & restarted with the urgent appeal scripts

• 73% of petition signers were new to the file!• TM reinstatement call including separate

activist conversion – Pledge rate beat DM responsive lapsed donors

• 2 part conversion email series– Garnered an amazing .81% response rate

Activist ConversionActivist Conversion

Takeaways:• Be Flexible• Be Prepared• Use All Possible Communication Channels

An Integrated ApproachAn Integrated Approach

Questions?Questions?

Evaluation Code: Evaluation Code: 244244

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Are You Ready to React?

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