What's the secret to designing and executing a successful online engagement campaign? It's all detailed in this presentation, including assets needed to launch and run a successful digital engagement campaign, timelines, elements of engagement campaigns, and two case studies. Throughout, there are checklists to help you prepare and succeed: checklists of organizational readiness, campaign prep, and campaign assets. Included are two case studies of nonprofit digital engagement campaigns: the NYC Elder Abuse Center's 14 Days of Thanks Campaign, and the National Brain Tumor Society's Brain Tumor Awareness Month multifaceted awareness campaign.

1. Designing Effective Online
Engagement Campaigns
Debra Askanase, Community Organizer 2.0
https://www.flickr.com/photos/53114928@N02/12239196283/

2. About Debra Askanase
Former executive director,
organizer, business
consultant
Digital Engagement
Strategist for mission-driven
organizations
debra@communityorganizer20.com @askdebra
Director of Outreach, National Brain
Tumor Society

3. Today’s Webinar
1. Why online campaigns succeed
2. Organizational readiness
3. Designing an effective campaign
4. Case studies
– National Brain Tumor Society’s Brain Tumor
Awareness Month
– The NYC Elder Abuse Center’s 14 Days of Thanks

4. What is a Social Media Campaign?
https://www.flickr.com/photos/seanrnicholson/6450168613/in/photostream/

5. Why Campaigns Succeed
Story Elements
– Emotional connection
– A good story
– Visual medium
Design
– Easy to participate
– Identified and primed group of supporters
– Specific ask
– Limited time frame
– Seamless sharing integrations
Movement-building
– Campaign is connected to a larger cause

6. Timely
Interactive
Crowd sourced
Easy to amplify &
share
Why
campaigns
spread

8. https://www.flickr.com/photos/humanrightscampaign/sets/72157633101425657/

11. Organizational
Readiness
https://www.flickr.com/photos/artdrauglis/4192498087/in/photostream/
Organizational
Readiness

12. Are You Walled
or Networked?
Slide courtesy of Allison Fine
Resource: The Networked Nonprofit,
http://allisonfine.com/publications/netwo

13. SocialMedia
Engage Create
Trust
Moveto
Action
Focus on the Social Media Funnel

14. http://www.flickr.com/photos/57038784@N00/2215481444/
Relationship-based
*Build trust and
reciprocity for
deeper
engagement

15. https://www.flickr.com/photos/intersectionconsulting/4935135466/sizes/o/in/photostre
am/

16. Diagram courtesy of Darim Online
Know What Your Stakeholders Care
About Deeply

17. 17

18. Developed
Social Presence
 Large community
 Engaged community
 Interconnections within
the network
 Personal engagement
 On multiple social
channels
https://www.flickr.com/photos/21394564@N04/5007899775/

19. Use Social Media Building Blocks
http://www.flickr.com/photos/83626778@N00/4340325594/
…to amplify
causes and
movements
online

20. Tactics
Overall Strategy
Platforms Website
Tactics Campaigns
ROI

21. Staff Time and Expertise
“Reality Check”
http://www.flickr.com/photos/17571763@N00/1489000905/

22. Organizational Readiness Checklist
Networked Nonprofit (to some extent)
Adopts the social media funnel
Developed social media presence
 Multiple social channels
Creates personal connections with stakeholders
Knows what stakeholders care deeply about
Mailing list minimum of 5,000 good emails
Developed social media strategy
 Campaign is an element of the strategy

23. Campaign Design
http://www.flickr.com/photos/83626778@N00/4339581169/

24. https://www.flickr.com/photos/98908208@N00/173786138/

25. Designing Campaign Goals
 Specific
 Measurable
 Achievable/Realistic
 Part of a longer-term org goal
 Movement-building
 Tests an idea
 Builds the organization

26. https://www.flickr.com/photos/58472333@N00/2852616711/
Assess Campaign
Assets

27. Critical Campaign Assets (“stuff”)
Email address acquisition assets
– Sign-up forms and people/interest data collection
Database
– Does it connect with your forms?
– Can it segment new contacts?
Graphic design and images
– SM channel customization
– Promotional images for the campaign
– Promotions during the campaign
– Photographic images
Microsite/website/web page
– Customization ability, real-time customization possibility
Fundraising integration
Real-time campaign metrics tracking
Software/hardware specific to the campaign

28. People Assets
Internal
– Board
– Committee members and volunteers
– Staff
External
– Most engaged online fans
– Most influential online fans
– Those you can count on
Together
– Champions group/advisory group

29. Want to know a secret?
https://www.flickr.com/photos/53098051@N02/5887099054/

30. https://www.flickr.com/photos/intersectionconsulting/5177773782/in/photostream/

31. Social Media Champions Are Your
Secret Weapon
https://www.flickr.com/photos/51035555243@N01/6954844640/

32. https://www.flickr.com/photos/27237408@N03/4530861996/
Pay For the Right Tools

33. Choose Appropriate Media
http://www.slideshare.net/lsgrodeska/telling-the-right-story-for-your-online-campaign-22830254

34. • Research
• Asset & content development
• Design campaign
• Recruit champions
3 to 2 months out:
Research & Design
• Content creation
• Campaign seeding
• Solidify support, tactics, elements
1 month out:
Solidify Plans
• Activate and engage supporters
• Execute
• Monitor, Measure, Capture
• Iterate (if necessary)
Campaign:
Activate & Engage
• Evaluate campaign
• Nurture new leads/emails
• Deepen new supporter loyalty
1 week post:
Evaluate & Engage
Develop a Campaign Timeline

35. Pre-campaign (1-3 months out)
Research
– Concept
– Similar campaigns
– Potential partners
– Influencers
– Most engaged supporters/potential social media
champions
– Internal capacity
– Software/apps/tools needed
Campaign Design
– Goals
– Channels
– Activities
– Metrics
– Interactivity/engagement
– Assets

36. Pre-campaign (1-3 months out)
Asset & Content Development
– Social media channel customization
– Graphic image and photo image design/dev
– Website home page
– Microsite/web page content
– Email calendar
– Write blog posts and social media updates
– Develop editorial calendar
– Survey or other evaluation tools
– Blogger outreach

37. Pre-campaign (1-3 months out)
Supporters/Fans
– ID Influencers/bloggers/mentions/most engaged
– Pulse out social media messages to test idea &
recruit participants
– Recruit social media champions
– ID partner orgs that will support your campaign
– Develop a social media “champions” group
– Test support for the idea amongst stakeholders

38. Post-Campaign:
Marketing Activities
Evaluate
– Send survey or other evaluation tools
– Internal post-event evaluation
• Mad, sad, glad feedback
– Ask champions for feedback
– Did it meet the campaign goals?
– Review metrics
Lead nurturing and loyalty development
– Post-campaign email
• What was accomplished + nurturing content
– Ask them to do something else

39. Campaign Design Checklist
 Research the concept and evaluate support
 Design the campaign
 Set campaign goals
 Select social media channels and assets to be leveraged
 Assess internal assets and staff capacity
 Create a campaign timeline
 Content and asset development
 Supporter/fan development
 Technological elements
 Create a campaign champions group
 Evaluation
 Post-campaign engagement strategy

40. Case Studies:
Effective Online
Campaigns

41. National Brain Tumor Society
May 2014
http://www.braintumor.org/btam
Evaluate
and refine
Move
community
to action
Test new
frameworks
Foundation
building

42. Goals
Increase engagement and activism with org
social media channels
Acquire new email addresses
Test frameworks:
– Video chat
– Offer ideas
– Give an email address
Grow social media spaces, especially Twitter
and Facebook

43. Assets
 Highly engaged national Facebook page
(facebook.org/braintumors)
 13 statewide Facebook pages, national Twitter account,
large email list, blog, State Lead Advocates
 In-house design and web dev capacity
 Tools: Sprout Social, Hashtag, Mention, Zoom (for the
Community Chat)
 Downloadable publication: Frankly Speaking About
Cancer: Brain Tumors

44. braintumor.org/BTAM

45. Head to the Hill Advocacy Day
FB Event as Conversation
Convener
Actively used in
Head to the Hill FB event

46. InfoSnaps
Create Shareable Graphics
Good reach & engagement; drove to
website
 Share to educate and
build brand awareness
 Lead to website
http://www.braintumor.org/join-the-fight/brain-tumor-awareness-month/infosnaps.html

47. Gated Material for Download 377 downloaded Frankly Speaking
Online Community Chat
Video Community Chat
39 first-ever participants; Focus:
Frankly Speaking
 Community-building element
 Live video chat forum with
various presenters and
knowledge
experts.
http://braintumor.org/communitychat

48. #BTVoice
Online Campaign
Submit advice through #BTVoice;
share and support
Registration Forms
Community Chat and BTAM;
BTVoice submit by email
http://www.braintumor.org/btvoice

50. 14 Days Thanks
November 2013
Email photos to NYCEAC 17 photos submitted
Submit photos through Facebook
or Twitter
14 through Facebook, 3 through
Twitter

51. Goals
• Test fan commitment on Facebook:
– would they really take action if asked?
• Determine whether or not the social strategy
paying off
• Deepen online fan engagement
• Attract new Facebook fans (minor goal)
Facebook commitment
702 Likes, 41 Shares, 35 comments
275% increase in fan engagement
Total reach through Facebook
7281 = 137% increase
800% increase in new likes (177)

52. Assets
 Facebook page, over 1100 fans
(https://www.facebook.com/NYCElderAbuseCenter)
 Small Twitter following
 Highly-respected blog in the elder justice field
(http://nyceac.com/category/elder-justice-dispatch/)
 Team commitment from all of the staff
 Campaign Tumblr blog captures all
submissionshttp://nycelderabusecenter.tumblr.com/)
 7 submissions ready to go
 Staff personally reached out to many other orgs
and professionals to participate

54. Online/Offline component

55. http://nycelderabusecenter.tumblr.com/

56. http://nycelderabusecenter.tumblr.com/

57. Why Campaigns Fail
You don’t set a realistic goal
Not setting a timeline for major campaign
development points
Single channel approach
Not having the right measurement system in
place or being able to measure success
Undeveloped social spaces
Not reaching out to most engaged social
media fans ahead of time

58. Additional
Resources

59. Resources/Additional Information
Case Studies Wrap-Ups:
– Blog post wrap up of 14 Days of Thanks:
http://nyceac.com/elder-justice-dispatch-thank-you-for-
making-14-days-thanks-a-success/
– Blog post wrap-up of #BTAM:
blog.braintumor.org/head-hill-btvoice-btam-recap/
Online Campaigns:
– Telling the Right Story for Online Campaigns:
http://www.slideshare.net/lsgrodeska/telling-the-right-story-
for-your-online-campaign-22830254
– Building a Ladder of Engagement in Online Campaigns:
http://www.slideshare.net/newmediaclay/the-ladd
– Best Practices to Build a Multichannel Campaign Plan:
http://www.slideshare.net/womenwhotech/mulitchannelca
mpaigns-interactionforum
– Social media campaigns and practices:
http://communityorganizer20.com/category/social-media-
campaign/

60. Email: debra@communityorganizer20.com
Work email: daskanase@braintumor.org
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linkedin.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
I’m always happy to answer follow-up
questions!