Place/Date of Presentation if Desired

Tell a better story Build a stronger list

Raise more moneyAchieve your goalsand have more fun

when you INTEGRATE

Presented byMadeline Stanionis

Watershed

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2Let’s start with a little

context

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Scott wants to do theright thing.

He is generous, and believes in supporting things he cares about.

He believes in yourstation’s mission and values.

He’ll volunteer occasionally, take action, write a check – and even shows up at events and protest type things now and then.

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This is his email in-box

These e-mails messages were all waiting for him when he got to work one day

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This is his email in-box

These are all action/donation related

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It’s the silos

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8The online organizing people…

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The fundraising people

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Why do it?

Consistency A service to constituents Maximize response Not look disorganized Not confuse Scott

…so what does it take?

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11Figure out what is best about you. Amazing. Remarkable. Heroic. Inspiring.

Passionate.

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What’s the story?

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13Choosing is hard

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14What does it look like? Story arcs Saying no Goal…realistic and/or inspiring Ways to reach the goal (actions, money, and

more) Is clearly stated, easily understood “I know exactly how I can help” Way for people to spread the word (is viral!) Keeps people involved in a variety of ways…

participants help define the campaign Tells people what happened and what’s next

…and looks like this…

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March for Women’s Lives (’04)

Big push to get marchers for months before march

For people who committed, friend to friend pages

For people who didn’t commit, actions and donations

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Supporting a specific thing…

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21Planned Parenthood Aurora campaign

4 emails Online

actions Online

donations Volunteerin

g Blogging Flickr photos YouTube

portal

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Campaign results …

People who took action: 43k Total raised: $82k Total donors: 1,700

Donation was secondary ask (only people who took action were asked for a gift)

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23So how was the Aurora campaign different for Planned Parenthood?

More aggressive Took advantage of breaking news Messaging campaign: a series of emails

that build on one another List segmentation by actions and

donations Personal voice Unified story across all PP

communications …reflecting ONE PLANNED

PARENTHOOD across all channels

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24Multi-disciplinary, empowered team made the difference By clarifying roles and routing

procedures for the online team, we were able to respond to breaking news time and again: When the Aurora protests began When we reported on the huge

response we got from PP constituents When our opening was initially

postponed When the judge denied our injunction

last week

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This is my book!www.emersonandchurch.comwww.amazon.com