Multichannel campaigns for maximum impact Eugene Flynn 54

Multi-channel campaigns for maximum impact Eugene Flynn, 54 Degrees Engaging Networks Conference 2019

“Hi” Eugene Flynn 54 Degrees Twitter: @eugeneflynn Email: eugeneflynn@54 degrees. com

54 DEGREES We create winning supporter experiences that help your movements & campaigns scale, achieve impact & win. Care 2 Impact Award.

ENGAGING NETWORKS SERVICES As an Engaging Networks integration partner, we help you get the most out of the platform. SUPPORTER JOURNEYS Goal orientated design Multi-channel Lead generation Deepen campaign engagement Campaigner to donor Online to offline 54 Degrees INTEGRATIONS Multichannel integrations SMS Messenger Twitter and other tools. TEMPLATE DESIGN OPTIMISATION & TESTING Petitions A/B Testing Email to Target Fundraising optimisation Click 2 Call Tweet to Target Email Quiz Campaign optimisation Landing pages Social actions Eugene Flynn 4

Multichannel campaiging is the implementation of a single strategy across multiple channels or platforms, thus maximizing opportunities to interact with prospective supporters.

QUICK POLL What channels are you using in your campaigns?

TYPICAL SUPPORTER JOURNEYS DEEPEN DIGITAL CAMPAIGN ENGAGEMENT CAMPAIGNER TO DONOR ONLINE TO OFFLINE ORGANISING

“SOME EXAMPLES” What channels are you using in your campaigns?

Michael O’Leary once famously said: Hell would have to freeze over or that he would cut off both his arms before he would negotiate with trade unions

Only one of these things happened!

YET, Thousands of Ryanair Cabin Crew workers across Europe join unions.

“MOVING PEOPLE FROM ONLINE TO OFFLINE” Multi-channel user journeys

RYANAIR CABIN CREW UNITED Mobilise thousands of Ryanair workers to join a union. Social media ads targeting: Niche audience who are Cabin Crew at Ryanair on Facebook, Instagram and Linkedin. Landing pages: Join the campaign with email follow up. Many workers do not access email regularly. Messenger: One to one recruitment outreach to Cabin Crew through Messenger and group broadcasts. 54 Degrees Eugene Flynn 13

RYANAIR CABIN CREW UNITED Mobilise thousands of Ryanair workers to join a union. Phone: Direct follow up by phone with those who have expressed an interest and ready for the next step. Offline organising: Face to face meetings and organising with workers in several countries. Self Organising: Groups of workers self organising on Facebook Groups and in conversational channels such as Whats. App and Messenger. 54 Degrees Eugene Flynn 14

DEEPENING ONLINE ENGAGEMENT FOR GREATER IMPACT Multi-channel user journeys

FIGHT FOR THE FUTURE Mobilise supporters around a vote to end Net Neutrality. Social media: Heavy promotion through social media and partner networks Landing pages: Petition, email to congress, email follow up. Email: Supporter engagement with increasing levels of higher value calls to action and prompts to share. 54 Degrees Eugene Flynn 16

FIGHT FOR THE FUTURE Mobilise supporters around a vote to end Net Neutrality. Facebook Messenger: Supporter engagement and option to send letter to congress. Prompts to share in Messenger & Click to Call. SMS: Option to send letter to congress via SMS. Prompted to call congress using Click 2 Call Prompted to share the SMS shortcode and Click 2 Call number Click 2 Call: Connect to congress and speak with your representative. SMS follow up. 54 Degrees Eugene Flynn 17

FIGHT FOR THE FUTURE Mobilise supporters around a vote to end Net Neutrality. RESULTS Click 2 Call (using Call Power) 1. 4 million calls 300, 000 calls in one day alone SMS & Messenger: 658, 000 users 28% conversion rate - from first conversation to delivery of letter to congress 54 Degrees Eugene Flynn 18

“INCREASE CONVERSION FROM CAMPAIGNER TO DONOR” Multi-channel user journeys

GREENPEACE USA Greenpeace phoned thousands of supporters and asked them to become regular monthly donors. SMS Subscribers: Through action alerts, event invites, and SMS advocacy, Greenpeace kept its mobile community engaged with their cause. Non-mobile subscribers: People who had joined Greenpeace activist list but did not receive SMS. “Mobile SMS Subscribers had a 60% Higher Conversion Rate than Non-Mobile Subscribers” When the time came to ask people to donate more, they already felt a connection to the issues that Greenpeace is fighting for. 5. 6% of non-mobile subscribers agreed to become monthly sustainers. 9% of their SMS subscribers agreed to the ask. 54 Degrees Eugene Flynn 20

LET’S REMIND OURSELVES WHY MULTI-CHANNEL?

MOBILE BASED MULTI-CHANNEL CAMPAIGNS 01 Reach new supporters 02 Increased impact on targets 03 Higher engagement rates 04 Better supporter relationships 05 Boost fundraising results and retention 54 Degrees Eugene Flynn 22

ENGAGING NETWORKS What’s possible with Engaging Networks and Multi-channel campaigns.

TOOLS AVAILABLE Tactics and tools that can be included in an integrated supporter journey using Engaging Networks PETITIONS, EMAIL TO TARGET TWEET TO TARGET EMAIL AUTOMATION 54 Degrees 01 02 03 04 05 06 FUNDRAISING CLICK 2 CALL 3 RD PARTY INTEGRATIONS Salesforce, Raisers Edge, etc. Eugene Flynn 24

ENGAGING NETWORKS PETITION 54 Degrees EMAIL TO TARGET ONLINE DONATIONS Email & Social Promotion Eugene Flynn 25

ENGAGING NETWORKS + CLICK 2 CALL PETITION 54 Degrees EMAIL TO TARGET ONLINE DONATIONS Email & Social Promotion CLICK 2 CALL Phone Calls Eugene Flynn 26

ENGAGING NETWORKS ADD-ONS Some channel integrations we’ve created as Engaging Networks Addons.

FACEBOOK MESSENGER SMS TELEGRAM / VIBER + MORE TWITTER DMS Some integrations we’ve created as Engaging Networks Add-ons.

ENGAGING NETWORKS + ADD ONS MAKE MULTI-CHANNEL ENGAGEMENT POSSIBLE PETITION Email Online Donations 54 Degrees SOCIAL ACTIONS EMAIL TO TARGET Email + Email Fundraising CONVERSATIONAL UX +Social PHONE FUNDRAISIN G +Phone Based CLICK 2 CALL +SMS +Messenge r Calls to Action + Facebook Donations + SMS Donations + Messenger Donations + Phone Based Donations Eugene Flynn 29

LEAD GENERATION Leads are captured in Facebook Messenger or over SMS and stored in Engaging Networks FACEBOOK SEND TO MESSENGER ADS FACEBOOK MESSENGER LEADS PETITIONS QUIZZES STORIE S 54 Degrees Eugene Flynn 30

SMS & FACEBOOK MESSENGER TO TARGET Actions are captured in Facebook Messenger or over SMS and stored in Engaging Networks YOUR DELIVERED SUPPORTERS’ TO MPS MESSAGES & DECISION EMAIL POST MAKERS FAX 54 Degrees Eugene Flynn 31

LET’S TAKE A LOOK AT IT IN ACTION

IDEAS? ANY THOUGHTS ON WHAT’S POSSIBLE?

THE POSSIBILITIES ARE EXCITING Engaging Networks integration offers interesting opportunities to scale and achieve greater impact. 54 Degrees TRIGGER CLICK TO CALL FROM TEXT REACTIVATE THROUGH MESSENGER MESSAGES Provide supporters with a phone number via SMS that connects them directly to your targets. Target lapsed email supporters through Facebook Messenger Ads & meet them on Messenger or SMS USE MULTI-CHANNEL REMINDERS ONE CLICK DONATE Supporters who received SMS reminders are 77% more likely to donate (Humane Society of America) Send supporters from Messenger to one click donate pages in Engaging Networks. AUTOMATED INTEGRATION INSTANT ARTICLES IN MESSENGER Use Messenger and SMS actions to trigger automated emails and vice versa. Serve content pages within Facebook and see 20% more clicks, 30% more share, and 70% of readers are less likely to abandon because of loading issues. Eugene Flynn 34

MULTI-CHANNEL ENGAGEMENT Tips for making it work

TIPS How to get the most out of multi-channel supporter journeys. TEST EVERYTHING CROSS FUNCTIONAL TEAMS 01 Involve team members and individuals from across the organisation early. Supporter engagement is multi-channel and silos are barriers to success. 04 CREATE PERSONAS FOR EACH CHANNEL 02 Identify who you are trying to reach on each channel, how they behave and how they want to interact with you. Behave like an individual not an org and adapt your content for each channel. DOUBLE DOWN 05 TARGET SUPPORTERS WHERE THEY HANG 03 54 Degrees OUT Build profiles (segments) of supporters in Engaging Networks. Meet supporters where they hang out and target them with meaningful actions. Monitor performance across all channels & don’t be afraid to change and try something new or ditch a channel completely if it isn’t working. When you find something that’s working well, double down and spend more time & money there. But don’t ignore the other channels. INTEGRATE, INTEGRATE 06 People move between channels and so should you. Try to get all your data in one place but don’t let this hold you back. Eugene Flynn 36

GET IN TOUCH! Eugene Flynn +353 87 6662777 (Call, SMS, Whats. App, Signal) eugeneflynn@54 degrees. com @eugeneflynn www. facebook. com/eugeneflynn

FULLY EDITABLE ICONS Editable Vector Icons, which you can use only with simple copy and paste 54 Degrees Eugene Flynn 38

FULLY EDITABLE ICONS Editable Vector Icons, which you can use only with simple copy and paste 54 Degrees Eugene Flynn 39

FULLY EDITABLE ICONS Editable Vector Icons, which you can use only with simple copy and paste 54 Degrees Eugene Flynn 40

FULLY EDITABLE ICONS Editable Vector Icons, which you can use only with simple copy and paste 54 Degrees Eugene Flynn 41

FULLY EDITABLE ICONS Editable Vector Icons, which you can use only with simple copy and paste 54 Degrees Eugene Flynn 42

FULLY EDITABLE ICONS Editable Vector Icons, which you can use only with simple copy and paste Texting is new normal in effective communication. Over 95% of text messages are read within 3 -minutes of receipt and 89% of people want 2 -way messaging with organizations. Hustle does this at scale, ” said Roddy Lindsay, CEO of Hustle. “When you’re advocating for change, results and impact, matter. That’s why we’re excited to see New/Mode’s subscribers using Hustle. It means more people taking action — faster and more effectively on the pressing issues that we all care about. ” 54 Degrees Eugene Flynn 43