ecampaign 2012 - killer tactics to drive elections using online fundraising & social media

eCampaign 2012 - Killer Tactics to Drive ElectionseCampaign 2012 - Killer Tactics to Drive Elections Using Online Fundraising & Social MediaUsing Online Fundraising & Social Media

For Audio Call: 1-408-792-6300 Event Number: 665 388 653 On Twitter? Use #Care2

Presented By:

Alex Stanton, Blue State Digital

Taryn Rosenkranz, New Blue Interactive

Moderator: Eric Rardin, Care2

February 16, 2012

Using WebExUsing WebEx

• Chat & raise hand

• If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 665 388 653

• If you lose your internet connection, reconnect using the link emailed to you.

• WebEx Support: 1-866-229-3239

For Audio: 1-408-792-6300 Event Number: 665 388 653

This webinar isThis webinar isbeing recordedbeing recorded

• The webinar will be available on http://www.Frogloop.com - Care2’s Nonprofit Marketing and Fundraising Blog.

• You will receive a link to this presentation following the webinar.

• Tweeting the webinar? Use the Twitter hashtag: #Care2

For Audio: 1-408-792-6300 Event Number: 665 388 653

What is Care2?What is Care2? • 18 million people doing good online

Nonprofits use Care2 for:

Recruiting Donors & Supporters

Driving Traffic to a website

Online Advocacy

Citizens use Care2 for:

• Starting or signing petitions

• Volunteering

• Donating $

• Spreading news

• Commenting on blogs

• Starting group (organizing)

• Joining nonprofits

• The largest and fastest-growing social action

network of people “making a difference”

© 2012 Blue State Digital | Proprietary and Confidential

Digital Emergenceand the 2012 Elections

Blue State Digital Alex Stanton | @alex_stanton


Mobile


The Rise of Mobile

But:

Higher bounce rates

Lower levels of engagement

Lower penetration rates, especially in developing nations


Responsive & Social Design


Mobile CRMMobile re-directs for all inbound (email, social media, etc) links

Mobile versions of all forms

Mobile data


Data & Microtargeting


Data and Microtargeting

Heavy data analysisCampaigns are snatching up top-tier analysts in the hopes of honing in on what makes people tick and basing future campaigns on it. No message, ask or initiative is by accident.

Online listeningOnline conversations and activity have grown increasingly cluttered and complex. Campaigns are “listening in,” combing online and off-line behavior patterns for voter information. Ultimately, they’ll personalize every interaction they have.

BUT: Social media analytics are lagging behind traditional analytics.

Don’t Leave Dollars (or Actions) on the Table

Measure everythingStart capturing and reviewing data beyond open/action rates.

Test everythingFigure our what works best for your list and your segments (sender name/format, subject lines, time of day, images, length, link style, landing pages).

Segment aggressively



Social Media


Email is not dead


There are real risks


But if it translates, it’s meaningful


Direct Service: Cory Booker


Messaging: The White House


Thank You

KILLER Tactics in PRACTICE

Killer Election Tactics

Your candidate is NOT Barack Obama…

What that means:

Different Budget + Different Persona (Name Recognition) = VERY different tactics

What Obama Does Work BUT May Not Work for You…

So how do I raise money?

Build A Strong List

• Use Viral List Growth Efforts

• Petitions, Forward-to-a-friends, surrogates lists

• List swaps: local party, other candidates

• Direct Mail Integration

• Bring Offline Online

• Clear email sign-up on your Web site

• Paid List Acquisition (Care2)

Disciplined Asks in Series

ASK 2nd

PUSH

3 Part Series Every Time

Thank You

Email Solicitations A-B-C’s

The Truth is NO ONE wants to give to you

but they will if you make the case right!

* A reason why your candidate is NOT Obama

Most Important Things To Remember

• 150 words or less before first link

• Clear financial transaction

• WHY you are writing/why they need to give

• WHY they need to give right now (goal/deadline)

• WHAT they are giving towards

• Explicit Goal and deadline

• Link (all links go to fundraising page)

Make a Message Megaphone

Voter Contact

Targeted Online Ads

Alex Stanton, [email protected]

Blue State Digital

Taryn Rosenkranz, [email protected]

New Blue Interactive

Eric Rardin, [email protected]

Care2, Inc.

Contact us!Contact us!Questions…?Questions…?

http://bit.ly/c2webinars

ecampaign 2012 - killer tactics to drive elections using online fundraising & social media

Education