NOTHING BUT NETS STRATEGY PLAN 2011 - 2015

Filling Gaps. Maintaining Momentum. Sustaining Gains.

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CONTENTS

INTRODUCTION…………………………………………………………………………………………………………………..… 2 THE STATE OF MALARIA…………………………………………………………………………………………….…….. 3 THE STATE OF THE CAMPAIGN…………………………………………………………………….……..………… 4 STRATEGIC APPROACH 2011-2015………………………………………………….………………..…………….. 6 INFORM (AWARENESS) ……………………………………………………………………………………………....…… 7 INVEST (FUNDRAISING) …………………………………………………………………..………………….………...….. 8 INFLUENCE (ADVOCACY) …………………………………………..…………………………………………....…….. 9 PARTNERS, SUPPORTERS, AND CHAMPIONS………………………………………….…..….…….. 10 COMMUNICATIONS AND OUTREACH ……………………………………………………………….………. 12 CAMPAIGN OPERATIONS…………………………………………………………….………….…………………….…. 13

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INTRODUCTION

Nothing But Nets is a global, grassroots campaign to save lives by preventing malaria, a disease still killing a child every 45 seconds in Africa. Since the UN Foundation launched the campaign in 2006, Nothing But Nets has been the leading fundraising and awareness campaign for malaria, raising over $35 million from hundreds of thousands of supporters to provide life-saving bed nets to protect families in Africa from malaria. Working with our UN, NGO and faith-based partners, Nothing But Nets has distributed over 4 million bed nets to families across 25 countries in Africa. Ultimately, Nothing But Nets provides individuals – from CEOs to youth, to athletes to faith leaders – the opportunity to join the global movement to end malaria deaths in Africa. As we look ahead to 2015, a key target to achieve near-zero deaths from malaria and the Millennium Development Goals, the Nothing But Nets campaign is well-positioned to continue to support our UN partners and the broader malaria community in achieving these goals. As such, in Fall of 2010, the campaign embarked on a strategic review and planning process to evaluate our strategies and tactics, as well as to understand the changing landscape of the malaria fight as we enter the “last mile” toward ending malaria deaths. This process included interviews with implementing, advocacy and fundraising partners, surveying of Nothing But Nets supporters, and analysis of four years of data from the campaign. The end result is this strategic vision and plan to guide the work of the campaign in the coming years. Over the next five years, the campaign will continue to support the UN and its partners through strategic support focused on filling in gaps in funding for the purchase and distribution of life-saving bed nets, as well as the mobilization and education on their proper use. This critical funding will be combined with Nothing But Nets’ efforts to mobilize public will and advocacy in support of bi-lateral and multi-lateral funding to sustain the gains we have achieved to date and continue on toward near-zero deaths in the next five years. Nothing But Nets will continue to be the premier grassroots fundraising and advocacy campaign to support the UN goal to end malaria deaths by 2015.

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THE STATE OF MALARIA UNPRECEDENTED SUPPORT LEADS TO A UNIQUE MOMENT FOR ACTION In 2008, UN Secretary General Ban Ki-moon called on the world to achieve universal coverage of malaria control measures, including long-lasting insecticide-treated nets, by December 31, 2010, a key step towards reaching the global goal to end malaria deaths by 2015. As we look toward 2015, it is imperative that the Nothing But Nets campaign ensures that its efforts are aligned with our UN partners and the broader malaria community to have the greatest impact.

 

  

PROGRESS IN THE FIGHT TO END MALARIA Over the past decade, malaria has seen a massive surge in attention and support. From the front page of the New York Times to Ashton Kutcher’s Twitter campaign, malaria quickly became a hot topic with mass appeal – ultimately resulting in an unprecedented scale-up of funding and in turn, impact for affected communities. Highlights: • Scaled Financial Support: Financial investments from the donor community have increased fifteen-

fold, from $50 million in 1997 to over $1.5 billion in 2009, resulting in significant progress in the fight against malaria.

• Malaria Deaths Drop: Global control efforts to prevent and treat malaria have resulted in a reduction in the estimated number of deaths from nearly 1 million in 2000 to 781,000 in 2009. While still unacceptable, a child dies every 45 seconds from malaria as compared to every 30 seconds when the Nothing But Nets campaign began.

• African Countries Show Progress: Eleven countries in Africa have cut their malaria cases and deaths in half in recent years.

• Closing-in on Universal Coverage: By the end of 2010, nearly 289 million long-lasting insecticide-treated nets were distributed across Africa (covering 76% of the 765 million people at risk), and given funding commitments, universal coverage is within reach in the first half of 2011.

CONTINUED MOMENTUM TO SUSTAIN GAINS The progress in the fight against malaria over the last 5 years has been unprecedented, yet remains fragile. Protecting families from malaria is an ongoing effort and the gains we have made must be sustained, lest we begin to backslide. Highlights: • Major Funding Gaps in Malaria Control: While significant, the investments in malaria still fall short of

the resources required for malaria control, estimated at $6 billion a year (representing a $4.5 billion gap per year).

• Coverage Gaps for Nets: A gap of roughly 30 million nets remains to get to universal coverage of bed nets. It is estimated that 100 million nets will be needed per year from 2011-2013, and there is a projected gap of funding for 30 million of those nets, per year.

• Keeping Coverage High: With a lifespan of three years, insecticide-treated bed nets need to be replaced. It is not enough to provide one bed net to protect a family for 3 years. We need to continue to protect families in a consistent and ongoing fashion. Failure to replace old nets could lead to a resurgence of malaria cases and deaths.

• Bed Net Usage: Usage rates remain below the target in the majority of countries, largely due to the lack of nets available to cover every household member.

THE ROAD AHEAD Nothing But Nets must continue to build on the momentum, highlighting the success of the last five years, and ensuring that malaria remains topical to the public, media, and ultimately policy makers who direct bi-lateral and multi-lateral funding for life-saving malaria programs.

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THE STATE OF THE CAMPAIGN TAKING AN ORGANIC MOVEMENT TO THE NEXT LEVEL To ensure Nothing But Nets can better plan its strategies moving forward and take full advantage of its core competencies, partnerships and expertise, it is necessary to understand the current state of the campaign and key trends through its history by analyzing all available data – from its website and social media engagement to fundraising and partnerships efforts.

FUNDRAISING Nothing But Nets has raised over $35 million to date, with tens of millions more funds raised directly by partners. The vast majority of support comes from individual donations; with more than 25,000 individual donors in 2009 alone. Trends : • Over $6 Million Per Year: On average, Nothing But Nets raises over $6 million each year from

grassroots, individual donors. Offline donations continue to outpace funds raised online.

• Outpacing Benchmarks: Nothing But Nets’ online fundraising is outpacing the benchmark for charitable fundraising, with an average one-time donation of $108.36 (compared to $81.33 for nonprofits) and an average monthly donation of $50.65 (compared to $24.25 for nonprofits).

Learn ings : • Focused Communications: Historically, Nothing But Nets donors respond strongest to a focused-

fundraising ask connected to a specific program/distribution (e.g. Central African Republic), media event (e.g. Colbert Report) or timed with World Malaria Day or end of year/holiday giving.

SUPPORTERS, PARTNERS AND CHAMPIONS Nothing But Nets has built one of the largest grassroots constituencies toward a global health issue–directly reaching over 160,000 online and offline supporters and indirectly reaching 500,000 through its partners. Additionally, Nothing But Nets partners and champions provide the campaign immense brand reach of 25 million people and, increasingly, opportunities through social networks. Trends : • A Broad Audience: Based upon supporter surveys, the campaign has a broad grassroots audience

including a large youth constituency and more than half of its supporters over the age of 45. Women tend to be slightly more engaged than men in the campaign.

• Media Buzz Drives Donations: Donors (both one-time and repeat) indicate that news articles, blogs and TV are key sources to learn about Nothing But Nets, whereas non-donors cite social networks and events.

Learn ings : • The Power of Partnerships: Nothing But Nets awareness and fundraising efforts are most successful

when campaign partners are directly involved in coordinated communications and outreach engaging their membership. As such, sustaining and growing the campaign requires a dual focus on supporting existing partners while building new partnerships.

• New Ways of Engagement: Partners and supporters are diverse and are interested in getting involved in new ways, including advocacy.

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PR AND MEDIA OUTREACH Nothing But Nets has garnered major media attention over the past 4 years including thousands of blogs and print articles, and hundreds of broadcast stories and press releases. Trends : • World Malaria Day Drives Buzz: Nothing But Nets-related press hits its peak around World Malaria Day

each year, with additional bumps aligning with Nothing But Nets campaign and partner activities, such as observation trips with champions.

• Events / Tours Drive Attention: Nothing But Nets experiential and event activations are major drivers of media attention. In 2010, the campaign received the highest number of news article hits compared to any other year – indicative of the activity level of the campaign through the Buzz Tour.

Lessons : • The Human Element: The campaign is most successful in garnering media attention when it focuses

on the ‘human element’ of the campaign – be it individual grassroots supporters such as Katherine Commale, or celebrity champions such as Mandy Moore.

ONL INE COMMUNICATIONS The Nothing But Nets website continues to perform strongly and serves as a key platform for both individuals and partners to take action on malaria. Trends : • Facebook: Facebook presence continues to increase steadily, with over 10,000 fans. Unique

strategies such as the Facebook Town Hall drive significant traffic and interaction.

• Contests and Net Distribution Communications Perform: Emails regarding contests/games and net distributions have the highest performance with respect to open rates and ‘click-through’s, and supporters are looking for email and social media content focused on malaria and stories from net distributions.

Lessons : • Attention Highest When We Communicate Together: As with fundraising, web traffic peaks in April

around World Malaria Day and December around end of year/holiday giving.

• Social Media: Nothing But Nets has an opportunity to strengthen its social media efforts with a focus on (a) dialogue over dissemination, (b) clarity in communications, (c) building social media cheerleaders and (d) connecting the dots via enhanced technical integration.

EVENT ANALYSIS Since 2008, Nothing But Nets events have resulted in dramatic results for the campaign and its brand including signing up more than 20,000 people, engaging over 220,000 people, and creating more than 700,000 event impressions for the brand and issue. Trends : • Mobilizing Our Partners: Events are effective in engaging the Nothing But Nets partner network,

including sports teams, congregations, youth groups, community leaders, and serve to raise the profile of the campaign across the country.

• Driving Traffic: Events drive traffic to the website, although we know from analysis of our web traffic that we can improve on our conversion of page-views to action.

• Earning Media: Events help the campaign garner media attention, specifically broadcast media, which raises the profile of the issue of malaria and the Nothing But Nets campaign.

Lessons : • Going Where the People Are: Bringing Nothing But Nets events to pre-existing audiences (e.g.

festivals, sports games, etc.) has the highest return on investment in terms of the number of one-on-one interactions and supporter recruitment (through email collection).

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STRATEGIC APPROACH 2011-2015   V IS ION Nothing But Nets is to be the premier grassroots fundraising and advocacy campaign to support the UN goal to end malaria deaths by 2015. M ISS ION Nothing But Nets works to save lives by preventing malaria, a disease that is still killing a child every 45 seconds in Africa, yet is preventable through the use of a long-lasting insecticide-treated bed net. In support of the UN and Millennium Development Goals, Nothing But Nets provides individuals – from CEOs to youth, athletes to faith leaders – the opportunity to join the global movement to end malaria deaths in Africa through a combination of education, fundraising and advocacy. GOALS AND STRATEGIES 2011-2015 Based on the strategic review of the Nothing But Nets campaign, as well as interviews with over two-dozen experts within the malaria community and discussions with partners, Nothing But Nets’ strategic approach will focus on:

1. Filling funding gaps for bed nets, including: the cost to purchase and distribute the nets, as well as educate on their proper use, and monitoring and evaluation of their impact; and

2. Maintaining public and political-will (U.S. government focused) to support funding for both bi-lateral and multi-lateral malaria programs.

Given this approach, over the next 5 years, Nothing But Nets will focus on a three-pronged approach:

APPROACH • INFORM the public on the malaria issue and

net solution through awareness raising efforts.

• INVEST in the solution by filling funding

gaps for nets.

• INFLUENCE policy makers by building

political will and advocating for malaria support.

STRATEGIES • Nothing But Nets is the leading campaign for

taking action on malaria by educating a broad audience about the issue of malaria, the solution of bed nets, and providing ways to directly take action through fundraising and advocacy.

• Nothing But Nets identifies discreet funding

gaps with UN, NGO, and faith-based partners to fill through contributions from individuals and partners.

• Nothing But Nets builds the largest

constituency of advocates for malaria prevention, providing supporters and partners tangible opportunities to influence policy makers.

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INFORM (AWARENESS) GROWING AND SUSTAINING PUBLIC AWARENESS ON MALARIA As the campaign amplifies its fundraising and political action efforts over the next 5 years, it MUST continue to grow a movement of supporters committed to ending malaria deaths in Africa, with a steady focus on informing the public of the issue as well as the work of the UN.

INFORM GOAL: Malar ia i s seen and taken-on as a solvable global chal lenge by the publ ic, thanks to Noth ing Bu t Nets and i ts partners .

ISSUE FOCUS (WHAT) Nothing But Nets will focus its awareness efforts on the following areas:

• Malaria Challenge and Nets Solution: Raise awareness of the malaria challenge, specifically in African

countries, and on the effectiveness of the long-lasting insecticide treated net.

• Nothing But Nets campaign: Inform the public on the work of Nothing But Nets and partners on distribution and other programmatic efforts to fill gaps.

• The Role of the UN and Malaria Partners: Promote the role of the UN and other malaria partners to address the issue.

• The Role of the Supporter: Highlight the critical role of the supporter and inspire individuals to get involved and take action through fundraising and advocacy.

INFORM STRATEGY (HOW) Nothing But Nets will lead the malaria movement through the following awareness-focused efforts:

KEY COMMUNICATIONS CHANNELS (WHERE) Nothing But Nets will focus on the following key communications channels for raising awareness (see marketing and communications section for more detail):

• Digital: Raise awareness through a dynamic, yet focused and effective web-platform and through

strategic social media engagement. • Partners: Deliver unique content, events and communications to partners that can be customized and

pushed-out through their networks as well as support partner-driven communications efforts. • Experiential: Bring the issue and campaign to life through experiential activations that energize partners,

generate media buzz, and sign new supporters up for the campaign. • Media: Engage traditional media through print, online and broadcast journalism to highlight the issue

among target demographics.

GOALS • Grow the level of general public awareness

and support to end malaria with the UN, including directly reaching at least 500,000 individuals by 2015.

• Serve as a key information source for

supporters, partners, policy makers and others. • Empower individuals and partners to spread

awareness. • Foster collaboration on awareness efforts

amongst individuals and partners.

STRATEGIES • Bring the malaria issue and nets solution to new audiences and provide them an opportunity to take action. • Provide distilled, digestible information on

malaria and the work of Nothing But Nets partners and the UN. • Develop and disseminate tools, technologies,

media and other resources to help build viral awareness of the issue.

• Convene partners, champions, and others via

partner summits and other meetings.

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INVEST (FUNDRAISING) RAIS ING FUNDS TO PREVENT MALARIA ILLNESS AND DEATH In four short years, Nothing But Nets has raised over $35 million to purchase and distribute more than 4 million bed nets to protect families in Africa from malaria through the simple call to action: Send a Net. Save a Life. Funds raised provide flexible, fast funding that can be leveraged to compliment (or fill in for) the major funders, such as the Global Fund and President’s Malaria Initiative (PMI). As Nothing But Nets continues to raise funds in the years ahead, it will focus its efforts on filling funding gaps to ensure continued coverage of life-saving bed nets.

KEY FUNDRAISING CHANNELS (WHERE) Nothing But Nets will focus on the following communications channels to raise funds.

• Appeals: Raise funds through targeted online (and corresponding offline / direct mail) fundraising

appeals at key times of the year, such as World Malaria Day and holiday giving/end of year. • Partners: Support partner fundraising efforts with unique content to drive donations, including

matching gifts, videos, etc. • Media: Engage traditional media through print, online and broadcast journalism to highlight the issue

among target demographics and, when possible, include a fundraising call to action (e.g. Send a Net. Save a Life.)

INVEST GOAL: Noth ing Bu t Nets i s a key partner to our UN, NGO and fai th -based partners to f i l l cr i t ical funding gaps to purchase and dis tr ibu te bed nets , as wel l as educate on and evaluate thei r use – u l t imately to save l ives .

ISSUE FOCUS (WHAT) Nothing But Nets will focus its fundraising efforts on the following key areas: • Geography: Purchase and distribute bed nets to compliment efforts of major donors (e.g. Global

Fund, World Bank, PMI.)

• Communities: Purchase and distribute bed nets to underserved and vulnerable populations (refugees, IDPs.)

• Logistics and Operations: Provide fast, flexible support to unlock larger efforts through funding for social marketing, planning, monitoring and evaluation, and distribution.

INVEST STRATEGY (HOW) Nothing But Nets will lead the malaria movement through the following fundraising efforts:

GOALS • Raise a MINIMUM of $6 million in grassroots

donations per year to fill gaps as identified by UN partners.

• Raise a minimum of 10-15% of overall

fundraising ($6 million) from major gift donors.

• Support partner fundraising efforts to fulfill

the fundraising goals for Nothing But Nets. • Instill confidence in donors and partners in

the use of their funds.

STRATEGIES • Identify discreet funding gaps with UN, NGO, and

faith-based partners and launch targeted, deadline-driven fundraising appeals. • Leverage matching grants to inspire

contributions. • Develop a major gift strategy, targeting the

existing NBN donor database with significant gift capacity (per wealth screening).

• Support the development, execution and

tracking of partner-driven fundraising campaigns with tools, resources, and staff time.

• Communicate regularly with partners and

supporters through both online and offline means to confirm how their funds were leveraged to prevent malaria through stories from beneficiaries, multi-media, and other mediums.

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INFLUENCE (ADVOCACY) INFLUENCING POLICY MAKERS TO ENSURE ONGOING SUPPORT AND FUNDING As the largest grassroots campaign to support malaria prevention with hundreds of thousands of supporters, Nothing But Nets is well positioned to bring “new voices” to Capitol Hill to ensure U.S. government support and funding for malaria programs is maintained.

INFLUENCE GOAL: Noth ing Bu t Nets bu i lds a consti tuency of advocates for malaria, providing supporters and partners tangible opportun i t ies to in f luence pol icy makers to main tain U .S . government support and funding for malaria programs .

ISSUE FOCUS (WHAT) Nothing But Nets will focus its advocacy efforts on the following key areas: • Malaria Funding: seek to maintain or grow funding for bi-lateral and multi-lateral malaria programs,

including the President’s Malaria Initiative and the Global Fund.

• Global health support: seek support for global health programs writ large, including children’s health, maternal health, and health systems strengthening.

• Institutional support: seek support for UN agencies, including UNICEF, WHO and UNHCR.

INFLUENCE STRATEGY (HOW) Nothing But Nets will lead the malaria movement through the following advocacy efforts:

KEY ADVOCACY CHANNELS (WHERE) • Digital: Conduct targeted online (and corresponding offline) advocacy campaigns at key times of the

year, such as around World Malaria Day, the summer and fall. • Partners: Support partner-driven advocacy efforts with information, content and follow up.

• Media: Coordinate op-eds in targeted districts, developed by champions, super advocates and friends

in the malaria community. • Events: Leverage local partners, supporters, champions and “net-advocates” to host in-district events

that target key Members of Congress.

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GOALS • Build relationships with key Members of

Congress of the House Foreign Affairs Committees, Senate Foreign Relations Committee and the Appropriations Committees. • Grow and support a segment of Nothing

But Nets supporters as advocacy champions – “net-advocates” – who manage advocacy efforts in their communities. Target 500 super advocates by 2015.

• Achieve widespread advocacy actions

across supporters and partners – targeting tens of thousands of actions per year.

STRATEGIES • Hold one-on-one meetings and briefing meetings

with targeted Members of Congress with key champions and supporters. • Invite “net-advocates” within the Nothing But Nets

list of supporters to self-select and empower them with targeted communications and tools to engage Members of Congress within their home districts via meetings, op-eds, etc.

• Convene super-advocates for an online,

teleconference, or in-person training at least one time per year.

• Coordinate with key partners to conduct joint

advocacy efforts to engage their lists and support their ongoing communications with supporters with content and tools.

• Leverage select Champions as advocates through

in-district meetings and events, events on Capitol Hill, and outreach/communications.

• Develop coordinated advocacy campaigns at key

times during the budget process, including online actions and offline efforts.

• Conduct in-district events to engage targeted

Members of Congress, leveraging key partners, champions and supporters.

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PARTNERS, SUPPORTERS, AND CHAMPIONS FROM MOMENTUM TO MOVEMENT Since 2006, Nothing But Nets and its partners have built a remarkable coalition of committed partners. Hundreds of thousands of supporters have come together to take malaria from being an obscure, unknown issue to a household topic, directly raising over $35 million dollars and indirectly contributing to the dramatic increase in governmental support for the issue. As Nothing But Nets expands and deepens its work on malaria, it is critical that we (1) bring new energy to existing partners and supporters and (2) expand our network of partners and supporters to create a broader base of informed, committed donors and advocates taking action for malaria and other UN causes.

PARTNERSHIPS The energy, reach, and influence of Nothing But Nets partners are critical to the success of the campaign and to meeting the 2015 Millennium Development Goals. Collaborating and supporting our partners will continue to be a major focus on the campaign.

SUPPORTERS Individuals are the life-blood of the campaign. Individual’s actions are resulting in the purchase, delivery and distribution of life-saving nets across Africa, $10 at a time. Looking ahead, grassroots support will be ever more important to not only fund malaria prevention on the ground but to help maintain political will toward the issue. Key Channels: digital (website and social media), tools (videos, photos, toolkits), email and direct mail marketing, partners and campaign-driven events.

GOALS • Grow the campaign’s overall number of direct,

active supporters steadily to at least 500,000 by 2015. • Grow the campaign’s indirect supporter base

(managed by partners) from 500,000 to 1 million.

• Build a diverse audience - demographically,

politically and geographically - to ensure a broad-based movement and build awareness of the UN amongst non-traditional audiences.

• Ensure supporters maintain a high-level of

engagement on the issue and with the campaign and are taking meaningful actions to end malaria deaths.

STRATEGIES • Enhance Nothing But Nets outreach and

marketing efforts – directly and with partners- online and offline through efforts that build the campaign’s supporter base. • Build outreach partnerships focused on key

demographics – utilizing targeted, relevant communications and engaging them where they are. • Focus on innovative tactics that unleash

creativity and enable meaningful and measureable actions to inform others, invest in on-the ground programs and influence policy on malaria.  

GOALS • Ensure partners maintain and expand their

engagement on malaria with the campaign. • Expand Nothing But Nets through new

organizational partners – with at least 2 major new partners by 2015.

• Expand and deepen Nothing But Nets’

corporate and consumer brand partnerships focused on raising funds and building brand and cause awareness. 

STRATEGIES • Work with partners to deliver content, events and

communications that can be customized and pushed-out by partners in a coordinated way as well as support partner-driven efforts. • Invest in identifying and building new partnerships

that bring broad, diverse audiences to the campaign. • Expand corporate partnerships and work with

existing partners to engage employees and consumers.  

Key Channels: Partner Updates, Annual Report, Partners Summit, Campaign Tools (talking points, videos, photos, etc.), partner and campaign driven events.

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CHAMPIONS Committed and authentic celebrity champions help inspire partners and supporters and help to generate media attention for the campaign.

GOALS • Build a network of committed champions

aligned to audience and partnership efforts to inform, invest and influence.

STRATEGIES • Identify and cultivate strong relationships with key

champions in the entertainment, sports, faith and arts community.

Key Channels: Campaign materials (talking points, videos, photos), Partners Updates, Annual Reports.

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COMMUNICATIONS AND OUTREACH ENGAGING THROUGH EFFECTIVE BRAND COMMUNICATIONS

BRAND A brand is often defined as a persons gut feeling about a product, service or organization. For Nothing But Nets, effective brand management results in increased engagement and action on malaria and improved trust and reputation of the campaign as well as the UN and global challenges.

DIGITAL The early success of the Nothing But Nets campaign was partially due to the creation of an innovative digital presence. Since 2006, online communication options have changed dramatically, offering new opportunities for engagement.

ENGAGEMENT AND NONTRADITIONAL MARKETING Engagement marketing efforts such as the City Tours and Buzz Tour and cause-related marketing have proven effective tactics for the campaign. Over the next 5 years, the campaign will look to increase and replicate these efforts.

GOALS • Create lasting emotional connections

between the American people and the malaria issue.

• Build awareness and support for the UN and

UN Foundation. • Be seen as a charismatic brand in which

partners and supporters feel there is no substitute to Nothing But Nets.

STRATEGIES • Focus on storytelling through multimedia and

innovative communications channels (online and offline). • Strengthen the connection between Nothing

But Nets and the UN Foundation and UN brands. • Invest in stewarding the brand through (a)

differentiation, (b) collaborating with experts, (c) focusing on innovation, (d) bringing the audience into the creative process and (e) ensure flexibility for partners and supporters.

GOALS • Provide the campaign’s diverse supporter base

with the most dynamic, yet focused and effective web-platform to take action on malaria.

• Leverage social media for effective grassroots

engagement, reaching hundreds of thousands of followers.

• Turn online efforts into offline action and offline

engagement to online action.

STRATEGIES • Invest in a refresh of www.nothingbutnets.net

and focus on continuing to add to and adjust the site.

• Develop and execute on a social media

strategy with a focus on going from the current disseminating approach to dialogue. • Through a focus on integrated marketing and

communications, ensure offline and online engagement are seamlessly interconnected.

GOALS • Energize partners, reach out to new individuals

and create media buzz through experiential marketing campaigns. • Enhance brand awareness through cause-

marketing and retail activations.

STRATEGIES • Continue the success of the Buzz Tour while

minimizing costs by seeking brand partners to support the effort. • Work with corporate and consumer brand

partners on innovative cause-marketing efforts supporting the campaign.

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CAMPAIGN OPERATIONS CONTINUE TO BE THE PREMIER ENGAGEMENT CAMPAIGN FOR MALARIA Nothing But Nets will continue to be the leader in grassroots fundraising and advocacy campaigns for malaria, providing a model for the UN Foundation, as well as external partners. By articulating our operational goals, Nothing But Nets will provide clarity to its staff, UN Foundation leadership and partners.

MEDIA AND PR Over the next 5 years, we seek to drive even greater buzz in the media through aggressive engagement of local and national press reaching key audiences and driving membership, fundraising and advocacy action.

OPERATIONS GOAL: Noth ing Bu t Nets main tains i t ro le as the premier grassroots fundrais ing and advocacy campaign w i th expert s taf f , consu l tan ts and sustained funding for the platform of the campaign .

OPERATIONAL STRATEGY (HOW) Nothing But Nets will lead the malaria movement through the following advocacy efforts:

GOALS • Raise $1-2 million per year to support the

campaign platform, with multi-year commitments from major funders.

• Develop a clear campaign staffing

structure in which each employee is clear on their role and portfolio within the campaign.

• Enable professional development

opportunities for staff in key areas, such as public speaking, management, and writing.

• Ensure communications are integrated

between online and offline strategies and are disseminated clearly and effectively both internally and externally.

• Fill gaps in in-house expertise with

appropriate consultant and vendor support as needed.

STRATEGIES • Target key potential funders based on

previous support and interest areas and submit proposals for funding.

• Develop a clear staffing structure and communicate broadly internally and reassess each year in line with staff reviews.

• Identify and invest in professional growth opportunities for staff.

• Develop key messages and brand guidelines and disseminate to staff and partners.

• Conduct yearly assessments of vendor ROI to ensure ongoing needs-based on the goals and objectives of the campaign and gaps in our internal expertise.

GOALS • Major national and international print, radio and

broadcast media highlight the malaria issue, net solution and UN efforts on an ongoing basis in a way that drives attention and action. • Regional and local print, radio and broadcast

outlets cover the malaria issue as well and the partners, champions and supporters working to address it in their communities.

• Achieve social/non-traditional media such as

blog hits.

• A

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STRATEGIES • Leverage existing and new celebrity champions

to garner major media attention. • Develop a strong relationship with a key media

partners to reach strategic Nothing But Nets audiences. • Create innovative community activations and

press-friendly events to drive local media. • Supporting our partners and champions in local

outreach.