Transcript Document

Creating RAVING FANS
Through Brand Activation
May 1st, 2015
Karen Young, Chief Operating Officer
Kacy Chow, VP Marketing, Media, Communications
Objectives
1. Identify strong brand activators in your community.
2. Motivate someone with no United Way affiliation or
involvement to become strong advocates in the community.
3. Reach challenging and valuable audiences within your
community like millennials.
4. Understand the importance of calculated risks to rise above
a crowded market place.
Business Case
Baby Boomers are aging out and United Way’s relevance with
the wide public audience appears superficial and will not be
sustainable.
With a declining authentic voice, United Way’s expertise,
incredible reach and ability to activate change agents will be
diminished.
Activating the United Way brand through non-traditional
influencers will engage a whole new audience through
authentic interactions creating RAVING FANS for United Way!
Leadership Donor Pipeline
20-39
40-55
56-65
United Way of Calgary and Area, Leader Group Summary, January 2014
66 +
Relevance Does Not Discriminate
When you
speak, does
the world
listen?
Do they
connect us
with social
issues?
Influence
is the ability
to drive
action.
Why United Way?
Run workplace campaigns
43%
57%
Engage donors to create
change
Relevance
National Brand Research, 2014
27 Million Pieces of
Recommendation
NOISE . . .
8%
22%
47%
92%
Personal Rec
Advertising
Familiarity = Trust
Giving
10.5%
31%
One charity
Give multiple evenly
Feel connected
89.5%
Familiar
Not Familiar
Similar to Dating - Go Where People Are
You can’t grow your donor pool if you only fish in the backyard
Canadians spend
Of that 3 hours,
3
50%
hours/day
online via desktop or
mobile device1
is spent on a smart
phone1
1- http://www.theglobeandmail.com/technology/mobile/video-and-mobile-use-doubles-canadians-time-spentonline-firm-says/article21551994/
2- http://cira.ca/factbook/2014/the-canadian-internet.html
Top 5 online activities
1.
2.
3.
4.
5.
Social media
Playing Games
General Browsing
Banking
Messaging
What Are the Burning Platforms?
Who do people
follow and why?
Expand our sphere
of influence.
Who Is Driving Content/Influencing?
Who do people
follow and why?
Expand our sphere
of influence.
Influence is More Important Than Followers
KLOUT
A number between 1-100 that
represents your influence.
The more influential the higher your Klout Score.
It isn’t about how much someone talks,
but about how many people listen and respond.
X
Align Interests and Engage
Emotional. The WHY.
 What do they care about?
 Alignment
Reach Out.
 Educate through dialogue.
Relationship Builds Trust.
 Move into action.
 Innovation mindset.
Traditional vs. Innovative
Organization
Top Down
Internal Focus
Employee
Individual
Groundswell
External Focus
Public/Employee
Our Approach Has to Change
Baby Boomers
Give. Volunteer. Act
Millennials
Act. Volunteer. Give
Inspire, walk the talk,
demonstrate impact,
looking for depth
Myth Busters: Millennials
Have different career
goals and expectations
than older generations
They want financial and job
security just as much as
Boomers and Gen X.
Share everything online
and see no boundaries
between their personal
and professional lives.
Mastered social media, and
maintain stricter boundaries
than Gen X or Baby
Boomers.
Tech savvy that unless its’
digital, they won’t read it.
If the content is interesting
everyone will read it.
Building Your Brand Activator Plan
Take 15 minutes to fill in the templates
10 minutes, work in groups of 5-6 share ideas
Debrief BIG ideas with the larger group
Results: Reach
Social Media Reach
450,000
United Way followers on
social increased by 42%.
400,000
350,000
300,000
250,000
Activators
200,000
UWCA
150,000
100,000
50,000
0
2013
2014
4,000% increase in reach
with Activators telling our
story.
Results: Klout Score
Klout Score jumped 18 base points
from 2014 to 2015
63
45
2014
Influencers with a score of 60 or
higher are in the top 5%.
The higher the score . . . more
influential . . . greater ability to
create impact.
2015
Results: Online Revenue
600,000
$545K
Online revenue
is unrestricted
and it allows us
to have a
relationship
with the donor.
500,000
Revenue
$431K
400,000
300,000
200,000
$260K
$151K
100,000
72%
27%
0
November
2013
December
2014
Changed Trajectory With Core
40000
14,304
11,678
13,674
35000
2014 results
demonstrate that we
have reversed the
decline of attracting
new donors.
Donors
30000
25000
20000
15000
10000
5000
0
2012
2013
Retained
*2014 Global CAPS – pages 14 and 15
New
2014
Conclusion
To be sustainable United Way must be relevant amongst all
age groups.
Brand Activators increases our authentic voice by
communicating and telling our story through their lens.
Humanizing our brand, creating connections to our work.
RAVING FANS show up in the oddest places, our future relies
on being able to activate, inspire and engage!
Thank You!
Karen Young – Vice President & COO
Email: [email protected]
Kacy Chow – VP Marketing, Media, Communications
Email: [email protected]