integrated campaigns
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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
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 2
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
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 3
Social Media: The Nonprofit’s “Sound”
Technological advancements force an evolution of traditional storytelling skills
The key adaption:
INTERACTION
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 4
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…
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 5
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
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 12
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
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 13
“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
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 14
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
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 15
The Aftermath, Continued…
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 16
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
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 17
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
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 18
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
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 19
Your Turn: Mission Possible
A campaign that connects:
• supporters—organization
• supporters—supporters
• supporters—network
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 20
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
Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 21
Samer RabadiSenior Campaign Manager—Care2.com
samerr@care2team.comhttp://www.care2.com
Fin*
* No interns were harmed in the production of this workshop.
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