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United Way

L13 United Way Campaign Architecture
by

Brian Skalak

on 2 August 2013

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Transcript of United Way

Tactic #1
Execution

Legible and contain only the most important information
Easy to tell what the United way does and take action
Provide local contact information and social links

Millennial Engagement

BIG IDEA:
United Your Way

Make the United Way a more interactive and customizable experience that fits into the lifestyle of Millennials.

Bridge the communications gap by encouraging them to interact with and create their own personalized connection with the United Way.
Discovery

Utilize vehicles that Millennials are engaging with
Explore sponsoring fundraiser/non-profit events
Make the United Way's work more visible

Action
Activation: Encouraging immediate action through donation, volunteering and advocacy.
Community
optimize sharability
commit to engaging Millennials

Ben Blaska Brian Skalak Jonathan Unger Harry Whitaker
Architecture Overview
Strategic framework for an integrated
communications plan
Based on consumer journey
Helps integrate message and
contact strategies
Collaborative document where multiple
planning disciplines work together
Force choices and trade-offs
Problem
How can the United Way actively engage Millennials and turn them into active participants?
Millennial Profile
7 Immutable Marketing Drivers
Communications Task
Spark Millennial curiosity through promoting The United Way's successful projects and increasing the transparency of the organization.
Barriers
Structure and organization
Crowded charitable landscape
Discovery Tactics

Communications Task
Drive volunteerism and donations from Millennials through an easy, customizable user experience.
Barriers
Lack of monetary resources or time
Current user experience
Communicated impact
Key Consumer Takeaway
The United Way utilizes technologies that make it easy for me to get involved and customize my impact on my community.

Action Tactics
Community Tactics

Consumer Journey
Craig, 24
Lives downtown
32k salary
Active, busy lifestyle

Outdoor Installment
QR code
Mobile site
Signs up
and completes
Geotargeted
volunteer
opportunities
Tweet/Post
Linda, 34
Lives in the suburbs
Two young children
Combined HH income 100K
Word of mouth
Mobile site
Sets up
profile
Monthly
donation
established
In Deep
Customization is king
adapt to their changing lives
ease of choice, customization and self expression.
interact with how they deem fit

Integrate for the multitasker
busy "digital natives"
everything at their fingertips
never doing just one thing

Time over money
volunteering is preferred over donating
need to engage with family and friends
58% prefer short term volunteering
46% prefer ongoing involvement
Tactic #1
Revamped Mobile Experience
Millennials' main screen is now their phone. The United Way's mobile site needs to harness responsive design and create a sleek, navigable web page that quickly communicates our mission and induces action.




Tactic #2
Microsite
Create a community and custom experience for United Way donors and volunteers through the United Way microsite, .

By creating a profile, members will be able to tailor preferences that fit their needs. On the flip side, we will be able to collect data to further help our marketing efforts and analysis.
Tactic #3
Mobile App
Create an all encompassing mobile app will help to further unite United Way donors and volunteers on both local and national levels.

Millennial pet peeve: if you don't use technology to it's fullest it's as bad as not using it at all. Create an app that is one stop shop for everything.
Communications Task
Barriers
Media Strategy
Key Consumer
Takeaway
Build network of millennial advocates to act as influencers and ambassadors within their social networks.
Lack strong emotional connection to brand
United Way chapters are acting individually
Crowded and noisy media landscape
Tactic #1
Optimize Email
Develop email template and a schedule designed to leverage the preferences of Millennials and optimize sharability.
Tactic #1
Execution
Optimized for mobile
Clear call to action
Donation requests after first 2 emails
Content: custom
option to share any story, project, image, etc.
headlines with links and accompanying photo
minimal text
Tone: friendly, not formal
Schedule: Biweekly
option to increase or decrease frequency
Tactic #1
Rationale
51% shared or forwarded email updates
52% donated
Content is key
57% want calendar of upcoming events
57% want lots of short updates with links to full articles
Pet Peeves:
71.5% get emailed too frequently
receiving a donation request in the first email as a new subscriber
Key Consumer Takeaway
The United Way makes a highly localized impact in my community and it is easy to understand how the United Way uses their resources.
The United Way could leverage outdoor installments to describe successful projects and actively direct the target to their owned homepage, driving donations and volunteering.
Tactic #3
Outdoor Installments
The United Way makes it easy to share my experiences with others.
Meeting Purpose
Deliver a campaign architecture that targets Millennials with an "always on" approach.
present our big idea
provide actionable tactics
show the consumer journey

What are the shared characteristics of this group and more importantly, what is the shared mindset?
18-35 years old
80 million strong
More diverse than any generation before
Shaped by the speed of technology
2.5x more likely early adopters
Smart is cool
First generation where majority has college degree
Some dependent
29% of 25-34 year olds have moved back home temporarily
Always connected
Save the world
It's their time
Discovery
Discovery
Discovery
Action
Tactic #2
Rationale
Lead Channels
Owned
social channels
email
mobile app
existing database
Utilize the new social platform and provide sharable content that entices Millennials to advocate for the United Way
Lead Channels
Owned
microsite development
mobile apps
Paid
search
social media advertising
Earned
news stories
social media sharing
Media Strategy
Drive Millennials to the improved website and app where they can explore opportunities that are catered to their preferences.
Millennials expect customization and personalization
They cherish their individuality but are secure enough to identify with a larger group or brand with shared values
Volunteers look to enhance relationships by networking and meeting other volunteers, would bridge those connections
Snapshot
Tech savvy
Well educated
Live at home
65% are disconnected less than one hour per day
82% have joined a brand sponsored online community
Brand preferences are shared online and are a top personal identifier
Feel personally responsible for making a difference
More than just putting a Band-aid on problems
Need to know how they are making an impact
No time for delays
Need information fast and in their preferred method
Masters of multi-tasking
Current Mobile Sites
Home Page
Twin Cities Home Page
Priority Drivers
Awareness
keeping the brand name top of mind
Activation
encouraging immediate usage or action
Buzz
build credibility through third party sources
Communications Gap
39% of current donors don't understand what the United Way does.

The United Way is seen as a massive nonprofit and not personalized to the needs of individuals.
Revamped Mobile Experience Microsite Universal Mobile App
Tactic #2
Executions
Information to collect:
demographic info - location, age, sex
personal Info - email, phone,
volunteer preferences - time, location, skill set
donation preferences - monthly set up, where it goes
email/notification set up - customizable news delivered how and when you want it
completion rate - the more info you give the more complete your profile is
tracking - volunteer hours and donations

Tactic #3
Rationale
Millennials expect the speed, convenience, flexibility and power provided by digital services
80% of smart phone users' time is spent on apps
59% are more likely to use a company if they can interact with them in a new media environment
Proposed Site Upgrades
Give
Volunteer
Advocate
Microsite
MyWay Desktop
60% of Millennials prefer to hear about successful projects/people helped
Millennials prefer to learn about and donate to non-profits online
also like to be able to interact easily on their mobile device
Tactic #3
Rationale
Tactic #2
Rationale
Events earn the most shares
sponsoring cool, hip events would increase earned content
enjoy networking and interaction
Have a United Way tent
"Power of We" spot live
Use a team of millennial ambassadors
Tactic #2
Execution
The Tough Mudder
700,000 participants worldwide, 52 events this year
average age of 29
Raised >$5.7 million for Wounded Warrior Project
Team-centered event
Tactic #1
Execution
Tactic #3
Execution
MyWay desktop sign up
Homepage Tour Event Sponsorship Outdoor Installments
MyWay mobile site
MyWay mobile login
MyWay mobile sign up
MyWay desktop login
Construct benches, stones, plaques in city areas and parks popular with Millennials
Briefly tell the story of a United Way project
Direct to web page, app through link and QR code for more information
Increase tangibility
Tactic #2
Event Sponsorship
The United Way could greatly benefit from co-sponsoring a non-profit/fundraising event that is popular with and engages a large amount of Millennials.
Total unique visitors to the United Way's homepage has dropped 60.5% since May 2012
Millennials prefer to learn about and donate to non-profits online
Tactic #1
Rationale
Tactic #1
Homepage Tour
The United Way's website can seem large to a first-time viewer. Assisting them through pointing out the focal points of the site can increase their understanding of the organization and likelihood to donate.
In Deep
Toe the Line
51% have shared or forwarded email updates
65% receive emails from 1-5 nonprofits
top pet peeve: receiving emails too frequently

Pave the Way
75% like, retweet, or share content
only 22% share photos, news updates, or events on mobile
jumping from app to app is a burden
Tactic #2
Social Hub
Create a social dashboard within the website and app that promotes sharing and highlights its effects.
Tactic #2
Execution
Customizable wall
can sync Facebook, Twitter, Vine, Instagram
Templates for Facebook and Twitter posts
image tab for pre and post participation sharing
preset hashtags for events
Social impact rating system
pair with Klout.com
track influence on each Millennials' network
- likes, shares, retweets, replies, favorites
leaderboard
- local and nationwide
Tactic #2
Rationale
Help them help you
75% like, retweet, or share content
22% share photos, news updates, events on mobile
69% hate seeing same posts over and over again
61% feel a stronger connection to brand they can interact with it in a new media environment
They only care about the cause
60% like when nonprofits share stories about successful projects or the people they help
Media Strategy
Drive Millennials to new and updated tech options where they can easily access information, explore and set custom preferences.
Tactic #1 Tactic #2 Tactic #3
Tactic #1
Rationale
83% of Millennials have smart phones
Web usage on smartphones and tablets doubled in 2012
Mobile internet users are projected to outnumber desktop users by 2014
50% use their phone as their main donation channel
Tactic #1 Tactic #2 Tactic #3
Lead Channels
Paid
Pandora/Spotify

search

targeted promoted posts

events

outdoor installments

Owned
website development
Example Guided Tour
Tactic #3
Execution
One united app that connects to both local and national United Way initiatives
Take your information everywhere
Geotargeted opportunities for volunteering
Both follow and share United Way information with your networks
Events, news and blogs accessible

Community
Community
Community
Community
Community
Community
Community
Discovery
Discovery
Community
Community
Community
Community
Awareness
Emotional Bond
News
Buzz
Loyalty
Activation
Experience
Mobile and tablet app
Community
Action
Action
Action
Action
Action
Action
Action
Action
Action
Action

Invest in promotion of homepage:

Pandora/Spotify
search
targeted promoted posts

Give first-time visitors a guided tour through the site
highlight about us, mission, successful projects, donate, local opportunities

Action
Action
Action
Community
Tactic #1
Optimize Email
Discovery
Discovery
Discovery
Discovery
Discovery
Discovery
Discovery
Discovery
Discovery
Tactic #2
Social Hub
Login/Welcome
Tab
Donation
Tab
Volunteer
Tab
Volunteer
Description
Screen
Volunteer
Location
Screen
Volunteer
Route
Screen
Photo Album
Carousel
Photo Album
Carousel
Photo Album
Carousel
Contact Tab
Uses the hub to challenge
friends to do the same
Make it as easy as possible for Millennials to get involved with the United Way in their way and on their time
Drive engagement with the brand through actionable resources

Awareness: keeping the brand name top of mind
Buzz: Building credibility through third party sources - promoting advocacy
Resources
Millennial Impact Report
8095 Report
comScore
The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing
Questions/Feedback?
Key Metrics
Shares
email & social
Likes
Retweets
Follows
App download rate
Social tab usage rate
Community
Community
Action
Action
Action
Action
Discovery
Key Metrics
Unique visits to the owned homepage
Tour completion rate
Bounce rate, time on page
Click through rate for Pandora/Spotify, search, promoted posts
How did you hear about the United Way?
Key Metrics
App downloads
Mobile site views
Mobile donations and volunteer hours
profile creations
Action
Full transcript