ecampaign 2012 - killer tactics to drive elections using online fundraising & social media
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*Watch or download the full webinar (with audio and slides) at: http://www.frogloop.com/ecampaign-2012-killer-tactics Electoral campaigns are important incubators of new techniques and tactics in online fundraising and organizing. From Barack Obama's campaign to the thousands of state and local races across the country, campaigners are relentlessly testing new approaches and refining proven tactics in online fundraising and social media to gain an edge over their rivals -- and in some cases to make history. Care2's invites you to watch "eCampaign 2012 - Killer Tactics to Drive Elections Using Online Fundraising & Social Media" and hear from two experts who are working in the heart of Campaign 2012. In this webinar you'll learn: -New tactics for acquiring and converting online donor leads -How the role of email is changing in online outreach and fundraising -Best practices in social media engagement Presenters: -Alex Stanton (Client Manager, Blue State Digital) -Taryn Rosenkranz (Principal, New Blue Interactive) -Eric Rardin (Senior Director of Nonprofit Services, Care2)TRANSCRIPT
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
© 2012 Blue State Digital | Proprietary and Confidential
Mobile
© 2012 Blue State Digital | Proprietary and Confidential
The Rise of Mobile
But:
Higher bounce rates
Lower levels of engagement
Lower penetration rates, especially in developing nations
© 2012 Blue State Digital | Proprietary and Confidential
Responsive & Social Design
© 2012 Blue State Digital | Proprietary and Confidential
Mobile CRMMobile re-directs for all inbound (email, social media, etc) links
Mobile versions of all forms
Mobile data
© 2012 Blue State Digital | Proprietary and Confidential
Data & Microtargeting
© 2012 Blue State Digital | Proprietary and Confidential
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
© 2012 Blue State Digital | Proprietary and Confidential
© 2012 Blue State Digital | Proprietary and Confidential
Social Media
© 2012 Blue State Digital | Proprietary and Confidential
Email is not dead
© 2012 Blue State Digital | Proprietary and Confidential
There are real risks
© 2012 Blue State Digital | Proprietary and Confidential
But if it translates, it’s meaningful
© 2012 Blue State Digital | Proprietary and Confidential
Direct Service: Cory Booker
© 2012 Blue State Digital | Proprietary and Confidential
Messaging: The White House
© 2012 Blue State Digital | Proprietary and Confidential
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