This is the part two of two of “Assorted Ingredients for your Multi-channel Campaign”. In the last post we discussed ways to organize components when planning a campaign. This week we will explore some of the various technology ingredients available.
Part Two: Flavors and Features
As with the variety of apples in the fall, an abundance of online and offline tools are available for multi-channel outreach campaigns. Part One discussed three steps for selecting ingredients for your own success recipe. First, understand the resources already available at your non-profit and investigate which tools make sense from an internal resource allocation perspective. Second, determine the right mix for reaching your goals and how the online and offline pieces will complement one another. Third, establish key metrics associated with each outreach effort.
In Part Two, let’s elaborate on the capabilities and benefits of each technology you may be choosing from. Each offers unique flavors and features for your recipe:
Video: One of the fastest growing mediums and increasingly essential. Many people enjoy watching them as a form of entertainment with potentially, an emotional connection to your cause. Videos can increase engagement and reach- through aggregation, since viewers often share video. A thoughtful, professionally produced video may also help establish your non-profit as a thought-leader.
For example, Water for People extended its “Time Well Spent” campaign with video featuring Olympic swimmers Ryan Lochte and Conor Dywer. This video reached over 10,000 views on YouTube in less than one week.
Mobile/Texting: Enlist new supporters and connect with volunteers at events. Also, send updates about your campaign and add a new layer of engagement by asking supporters if they’d like to be contacted by text message.
Consider some secondary goals associated with texting: ”83 percent of American adults own cell phones and nearly ¾ of them (73 percent) send and receive text messages.” Texting also has high open rates – don’t you always look at your texts? Although funds for texting campaigns can outweigh the revenue return, Debra Brown, COO, of MobilizeUs recommends starting mobile campaigns “grassroots style”: Use any service provider to “text in for a link to a campaign.”
Let others raise money for you. Increase new donors. Add fun and excitement to a campaign. Peer-to-Peer fundraising effectively uses social media to spread the word.
As mentioned in a previous blog, Water for People used peer-to-peer fundraising to extend the reach of its “Time Well Spent” campaign. Through this approach they attracted new donors to their cause, in addition to increased media exposure. Learning for next year: have even more teams raising money through peer-to-peer fundraising.
Survey/Petition: Gather information and generate a list of prospects.
Best of all, surveys allow you to reach out to supporters without the ASK. This is refreshing for donors as they often feel over-solicited. Surveys will allow you to gauge interest in your upcoming campaign and capture an individual’s information, building goodwill and a pipeline of supporters for the future.
Blog: Increase engagement, disseminate information, start conversations, and increase subscribers. Don’t leave out photos and emotional content that can tell your campaign’s compelling story. Consider asking constituents to share their answers to questions posed in relation to your campaign stories. Blogs go hand-in-hand with social media.
Events/Auction: Low tech, but high touch. There is nothing like face-to-face gatherings to create excitement and community around a campaign.
Clever Premiums: Motivate giving. As Rachel Armbruster, author of Banding Together for a Cause said about premiums, “If you get it right, the results can be overwhelming.”
Remember the Lance Armstrong Foundation yellow “Live Strong” braceletscreated in 2004 to raise money for cancer research? John Kerry, Katie Couric, Matt Damon and athletes at the Athens Olympic Games all wore the bracelet!
Water for Peoplegave braided bracelets made by women from Rwanda for every $25 donation made during their 2011 campaign. This premium provided donors with a tangible connection to the campaign directed at solving the global water crisis. As you might imagine, the bracelets sold out!
Product Sales: According to a 2011 Cone/Echo Global Corporate Responsibility study, 93 percent of consumers want to know what companies are doing to make the world a better place. Promotional products, such as the “Caring Case Collection” of laptop cases for the Susan G. Koman for the Cure and the Boomer Esiason Foundation have raised nearly $350,000 dollars for these two causes. When incorporating product sales in a campaign, it’s important to choose an item that aligns well with the campaign and its message.
Choose your ingredients wisely!