Campaigns as an Experience of Your Brand
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1 Campaigns as an Experience of Your Brand #13NTCcamp Janna Chan Andrea Roy Michael Sola Farra Trompeter
2 Session overview Brandraising Campaigns Your Brand & Your Campaign Case Studies Open Door fundraising campaign, Fountain House One Million Strong coalition campaign, Fight Colorectal Cancer Draw the Line advocacy campaign, Center for Reproductive Rights
3 Wanna
4 Why do nonprofits communicate? bigducknyc.com
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9 Click to edit Master text styles Second level Third level Fourth level Fifth level
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13 Click to edit Master text styles Second level Third level Fourth level Fifth level
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18 Why do nonprofits launch campaigns? bigducknyc.com
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22 How do nonprofits launch campaigns? bigducknyc.com
23 Build a story across channels Problem Solution Action Goal Timeline bigducknyc.com
24 bigducknyc.com
25 Use your campaign to Connect the community with your mission Engage/activate your supporters Build your list, attract supporters Change hearts and minds Raise money Reinforce, intro, or shift your brand bigducknyc.com
26 Case studies bigducknyc.com
27 OUR BRAND
28 Positioning: Leading the way to mental health through innovative working communities.
29 Personality: Effective Gutsy Hopeful Innovative Welcoming Respected Fluid Transformative
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31 OUR GOALS
32 Raise more money Increase online engagement Communicate the full range of Fountain House s work to supporters
33 THE CAMPAIGN
34 Concept: Open the Door to Mental Health
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39 THE RESULTS
40 $88,390 was raised overall. 34% more gifts were made online than in the previous year. $ was the average online gift amount, over 3 times the industry standard.
41 ESTABLISHING A CAMPAIGN AROUND A COALITION ONE MISSION. ONE MILLION. GET BEHIND A CURE.
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45 DEVELOPING A NEW CAMPAIGN AND INTEGRATING A NEW LOOK Using FightColorectalCancer.org while establishing CRCMillionStrong.org
46 THE CHALLENGES Maintain brand recognition Expanding the mission Establishing a play ground separate yet connected Connecting the dots Reach a different and potentially new levels of engagement
47 EVOLVING ONE MILLION STRONG The Blue Star logo used by most Colon Cancer organizations Maintained connection with Blue Star theme and color branding of FightCRC
48 KEY ELEMENTS OF FIGHTCRC BRANDED EVENTS Our Signature Advocacy event: Call-on Congress Incorporate be strong theme
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50 THE LAUNCH STRIKING A POSE
51 Using star power in PSA video and print material. Charles Kelly Frank White
52 Twibbon, estore, Photo Contests SOCIAL MEDIA
53 Twitter, YouTube and LinkedIn using elements of the brand SOCIAL MEDIA
54 THE LAUNCH
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57 RESULTS
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73 Resources and inspiration bigducknyc.com
74 Resources Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durham Our websites bigducknyc.com
75 Thanks! Jeremy Crow bigducknyc.com
76 Evaluate This Session! Each entry is a chance to win an NTEN engraved ipad! or Online using #13NTCcamp at
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