It’s not often that non-profits get recognized for their online work, but there was a great opportunity presented to my client recently and they took full advantage. The Elizabeth Glaser Pediatric AIDS Foundation was nominated for the Webby awards for this video.
They activated all of their online channels to draw attention to their nomination, voting, and ultimate win. And to me, this entire campaign was a win-win situation, showcasing their important work to new folks and their existing base.
Even if your organization is not nominated for an award, read on to see a
great example of a multichannel apporoach to a campaign. Here’s what I love about what they did:
1. They embraced a multichannel approach. They were tweeting, e-mailing, posting to their website, updating facebook and more to encourage folks to vote. But most fun of all, they took it to the streets, or windows rather, creating a makeshift billboard from their office windows!
(Photo: EGPAF/Laura Fenwick)
2. They kept it fresh and took new angles to “the ask.” For example, they posted a video of their founder’s son explaining why you should vote. And here’s a post on Twitter letting folks know.
3. They reported on their progress, letting folks know voting percentages as things progressed. Here’s an example of that from Facebook.
4. When they won, they reported back too. They announced it everywhere they could and pulled together a great recap on their blog.
So the next time your non-profit gears up for a campaign, consider an approach like this that keeps it fresh across all the channels you use. Many of your supporters are listening to you in a variety of ways (getting your mail, talking to your canvassers, following you on twitter, subscribing to your e-mail list, reading the bulliten board in the volunteer area, etc). The more opportunities they have to hear a consistent message, the more likely they are to act, donate and support your effort.
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