National Catholic Development Conference

Leveraging a High-Profile Event with Integrated Campaigns. Case Study: Pledge to “Walk With Pope Francis”

Presented By

John T. Butler, Jim Jacobs and Cheryl Keedy

September 15, 2015

Papal Visit to Washington DC Campaign Profile & Strategy

Overarching Objectives Initiative

Seamlessly Integrate new evangelization, catechesis, service, stewardship, and communications

• Vigorous communication effort• Direct Mail• TV / Radio /Website• YouTube / Social Media• Word of Mouth

Move from awareness to action (Connect, Inform and Inspire)

• Walk with Francis service project• Encourage local ad national

participation• Engage non-Catholic community• Provide visible witness

• Advance Evangelization Initiatives• Door Hangers • Light the City

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Papal Visit to Washington DC Development Goals

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• Use momentum of Papal visit to:– Explore benefits of multichannel campaign strategy

• Print• Radio• Television• Social Media• Word of mouth

– Cultivate/Strengthen relationships with key donors– Encourage service throughout the Archdiocese– Capture email addresses and update contact information– Reconnect LYBUNTS and SYBUNTS– Engage next generation of donors

Papal Visit to Washington DC Parish Goals

“From Papal Visit to Packed Pews”

•Use Papal Visit Energy to Maximize the Evangelizing Capacity of ADW Parishes

– reach out to many who will have a renewed interest in our Catholic faith.

•Focus on the Three Movements of Evangelization:– Encounter with Jesus – Formation in the Christian Life – Mission of spreading the Good News and inviting others into

their own encounter with Christ

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Outreach and Evangelization

“Light the City”

Sample Social Media Post:

Light The City is back! Prepare to welcome Pope Francis by bringing the light of peace and prayer to neighborhoods in the DC area. Join us on Saturday night, September 12th, at multiple parishes across the archdiocese for this evening of prayer and street evangelization. Volunteers are needed! Sign up at www.adw.org/light and spread the word in your communities. Thank you!

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Link Schools with Catechetical Resources

• Trifold Brochures (English and Spanish)

– Pope Francis for Children/Adults– Blessed Junipero Serra

• Children’s Activities– Please Pray for Me Coloring Sheets– Blessed Junipero Serra – Facebook Page– Coat of Arms Project

• Prayer Resources• Lesson Plans• Service

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Links to Print Visuals

• http://adw.org/wp-content/uploads/2015/05/Trifold-on-Pope-Francis-for-Children1.pdf

• http://adw.org/wp-content/uploads/2015/05/Trifold-Pope-Francis-for-Adults1.pdf

• http://adw.org/wp-content/uploads/2015/05/Trifold-Junipero-Serra1.pdf

• http://adw.org/wp-content/uploads/2015/05/ADW-Saints-in-the-Making.pdf

• http://adw.org/wp-content/uploads/2015/05/Grades-9-12-1Who-was-Peter-fnl.pdf

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Stewardship: How you can make our community a better place

• Volunteer with Catholic Charities • Connect with your Parish to find service projects • Help out at your local soup kitchen/food pantry • Offer to babysit for free to a family in need • Invite someone who asks you for money on the

street to share a meal with you • Organize a neighborhood trash cleanup • Participate in a tree planting or a community

garden day

Papal Visit Time Line

• June 2012—The 2015 Destination for the World Meeting of Families Announced

• October 2013—Pope Announces 2014 Extraordinary General Assembly of the Synod of Bishops

• January 2014—ADW Papal Planning Committee Established

• April 2014—Vatican Announce Visit• June 2014—Rome Advance Team Visit ADW

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Papal Visit Time Line

• November 2014—Pope Announces Trip to Philadelphia for World Meeting of Families

• January 2015—Pope Announces Intent to Canonize Blessed Junipero Serra

• January 2015—ADW Initiate Fundraising• Spring 2015—ADW Catechetical Resources and Parish

Tool Kits Created• June 2015—ADW Local / National Press Conferences

WUSA9 Link: (http://www.wusa9.com/story/news/2015/06/30/pope-francis-trip-to-the-us-cuba-itinerary/29502041/)

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Papal Visit Time Line

• June 2015—YouServe Video Contest Launched

Video Contest Link: https://www.youtube.com/watch?v=YBnQzkCIMJQ

• June 2015—Social Media Launched

Are you working on your #YouServe video? We're sharing free music tracks for use in your production! Visit adw.org/youserve to download

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Timing is Right for Stewardship Campaign

Pledged and total funds received increased by 54% from 2006 to 2014

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Number of Donors Declining

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Invitation to Sign Up to “Walk with Francis”

Pray Act

Serve

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YouServe Video

• August 2015—Initiate Video Pick of the Week• August 2015—Letter from Cardinal Mailed to

80,000 Donors• September 5th/6th—In-Pew Pledge Weekend • September 7th—Three Video Finalist Selected

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(Insert Video)

YouServe Video

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Direct Mail Push to Donors

• Letter from the Cardinal sent to Appeal Donors / LYBUNTS / SYBUNTS

– Included donor ID on pledge card – Requested the number of family members taking the

pledge– Email address– Invitation to go to www.WalkwithFrancis to learn more– Cards sent to caging company for processing

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Target Population: 80,000 (All who donated to the Cardinal’s appeal in the past 4 years

In-Pew Pledge Weekend

• September 5th & 6th 139 parishes invited parishioners to take the pledge to Walk with Francis

• Pledge cards requested name and email address

• Cards then sent to Caging company to compile• Names will be included in a bound book which

Cardinal Wuerl will present to the Pope on September 24th

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Pledge Card Procesing

Welcome Pope Francis by committing to follow his example of faith and service.

How Are You Pledging? • Pray regularly for the Holy Father • Serve by reaching out and caring for those in need• Act to promote human life and dignity, justice and

peace, family life and religious freedom, care for creation and the common good.

•Your name, Parish, School, organization•Number of Students /Family Members Pledging•Email Address

19SUBMIT MY PLEDGE

“Take the Pledge” Challenge

• As people make pledges on the campaign’s website and social media, they are encouraged to:– post photos and videos of their pledges in action,

using the hashtag #WalkwithFrancis– then challenge a friend to do the same– the pledges will be collected in a book and presented

to Pope Francis when he visits Catholic Charities on Sept. 24th

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Insert Link to Our Lady of Mercy Video

Church of the immaculate Conception is Ready to Walk with Francis

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Papal Pledge Challenge Goes Regional / National

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ABC 7 News: Coach Mike Loner, George Washington University / Katie Ledecky , Olympic Swimmer

https://www.youtube.com/watch?v=q4fO2c_952w

Congressman John Delaney & April McClain-Delaney Challenge e Warren Barges

https://www.youtube.com/watch?v=_Aci81lrJKo

Craig Stamen, Washington National’s Pitcher

https://www.youtube.com/watch?v=pFlnbOWvWcM

Skydiving Priest: Act of Faith

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https://www.youtube.com/watch?v=xkRZxZrrtVk&feature=youtu.be&list=PL9CQlldupc5_STtOyJ3gnmbEWyFDpRzw

#WalkwithFrancis Shared on Social Media

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Text PopeInDC

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YouServe Camapign

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Track Results

Individuals Pledging to Walk with Francis

Parishes/Organizations Pledging to Walk with

Francis

Messages Shared on Social Media

Results To Date

Initiative Results

Individuals Pledging to Walk with Francis 24746

Parishes/Organizations Pledging to Walk with Francis

Messages Shared on Social Media 12,238

Website Traffic

Videos submitted 55

Response rate on direct mail

In-pew participation

Email addresses collected

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Social Network

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Mobile Device

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Behavior

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Acquisition

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Source

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Residual Effects

• Closer working relationship with Communications Secretariat

• Collaboration with Catholic Charities on Major Donor Cultivation

• Enhanced appreciation for updating and managing donor records

• Invitation to embrace Stewardship without reference to fundraising

• Collaboration with non-Catholic organizations

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