what associations can learn from political campaigns

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What Associations Can Learn from Political CampaignsSarah Newhall, Executive Vice President (@snew0112)Blue State Digital (@bsd)Marketing, Membership, & Communications Conference

June 13, 2016


1. About BSD2. Campaign Insights3. Data Deep Dive4. Takeaways5. Q&A

Agenda

About BSD



We’re the creative and tech agency for brands and causes looking to scale their impact.

Who we are


Who we are

We apply a people-first, data-driven, campaign mindset to transform how our clients engage people.


Today, we work with leading organizations across industries and verticals.

Who we are

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Campaign Insights


So what turned things around?

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Relationships.11


Let’s break down some key components…


Authentic Storytelling

Authentic storytelling



Always-On Marketing

Speed: always-on marketing



Customization

Customize to drive action



Relentless Optimization


Relentless optimization

Relentless Optimization


Lower the barriersTest, test, testChallenge instincts

Data Deep Dive


Results > Hunches.


Testing, measuring and iterating helps you be fast, accurate and reliable.

All kinds of experimentsYou can test virtually every aspect of a digital experience:• Messaging - what you say• Visuals and copy - how you say it• Layout - how it’s presented• Interactions - how people experience it• CTA - what you ask people to do• Nuts and bolts - little things that can add up to big impact


The essential elementsEvery test or experiment must comprise the following:


The testing processFocus your testing efforts with these five steps:1. Set objectives and KPIs.2. Develop hypotheses based on research.3. Create testing variants, controlling for key variable.4. Measure the results, with a focus on ultimate objective.5. Iterate new hypotheses and incorporate results into your

strategy and creative.


Your turn: Which test won?


Tone & Voicewith Partners In Health



Design for Generosity

A Emotion“Every night, Stella wondered what might happen to her.”



B Urgency“I know we’ve already asked you for money this month. More than a couple of times.”




B Urgency“I know we’ve already asked you for money this month. More than a couple of times.”+1,084%

Consider results in contextWe learned that at crunch time, a direct ask was most effective for this fundraiser.But PIH still uses storytelling and emotion throughout their digital communications. Constant asks would damage their brand.




Landing Pageswith Trout Unlimited


Design for Action

A


Design for Action

B


Design for Action

C


Design for Action

C A BA B C

C

A


Design for Action

C A BA B C

+18%

Make it easy Though we preferred the aesthetics of the full bleed image, the simple, clear form was more effective.


Design for Action


Takeaways

Ask us anything.


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