Category Archives: Cross-Channel

posted by Teresa

Jan 10, 2012 @ 7:00am

5 Trends for Nonprofits = 1 Big Challenge

“Greater emphasis on strategy, organizational alignment and process design will be applicable to all nonprofits, large or small. Essentially, being more sophisticated and savvy when it comes to supporter engagement won’t be just a ‘nice to have’ — it will be a necessity.”

This from Vinay Bhagat, founder and chief strategy officer for Convio, as commentary to support their predictions of Key Trends for the Nonprofit Sector in 2012. A quick look at these five indicates the significant challenges organizations are up against:

  1. Online and New Media Channels Will Continue To Extend Their Influence
  2. Peer-to-Peer Engagement Will Play An Expanded Role
  3. Donor Fatigue Will Be More Pronounced
  4. Supporters Want To Control Their Experience
  5. Integrated Marketing Will Rise To New Heights

So what’s at the bottom of all this? Is there one thing nonprofits can call on to help address these complex marketing issues?

Yes. It’s called strategy.

After a couple of years basking in the glow of social media tactics, nonprofits must accept the consequences of all the “free and easy” noise that has resulted in a highly crowded nonprofit marketplace. One in which the consumers who have been bombarded with so many cause-related digital messages may be considering a way out (see points 3 and 4).

On the other hand, nonprofits that design and deploy well orchestrated, multi-channel  marketing initiatives — with highly focused objectives, clearly defined audiences, and a razor-sharp message —  will not only prevent “donor fatigue” but also attract and engage record levels of supporters (see points 1, 2 and 5).

But it’s neither free nor easy. Planning integrated, multi-channel marketing programs is hard, and it demands a tremendous amount of focus, self-discipline and attention to detail. Start now with an assessment of current marketing efforts, give yourself an honest grade, and commit to a marketing program in 2012 that is built  on an integrated, strategic platform that takes into consideration these five consumer predictions. Then stand back and watch the magic.

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posted by Cathy

Sep 08, 2011 @ 11:30am

New Work: The Good Life Blog

We recently launched a cross-channel communications plan for Goodwill Industries of the Upstate/Midlands. In order to sustain and grow Goodwill, we recognized the importance of engaging a younger generation of shoppers and donors. We developed a digital strategy to make the brand relevant for modern lifestyles. The foundation of this social strategy is the creation of a thrift-inspired lifestyle and design blog, The Good Life blog.

This isn’t your average corporate blog. In fact, it’s not corporate at all. Goodwill hired an independent blogger to work  her design and thrifty magic on finds from Goodwill stores all across the Upstate and Midlands, and then write about them in an interesting and useful way. The blog is targeted to reach a younger, more diverse audience–those consumers who are interested in building a creative and sustainable lifestyle, especially in this post-Recession economy.

We’ve been delighted by the strong show of interest the blog has already received this soon after the launch. This early success just reminds us, once again, that there’s no substitute for great content that proves to be meaningful for consumers’ lives. To read the blog and be inspired yourself, click here.

Creative team: Cathy Monetti, Ryon Edwards, Kathryn White, Kendra Schaefer (thepixellary.com), Kendra Ardis.

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posted by Cathy

Aug 18, 2011 @ 7:00am

10 lessons from Social Crush, Day 2, Part 1

It is the grand gift of a new communication paradigm that has left many of us feeling overwhelmed rather than in-the-digital-know. Starting tomorrow, and every morning following, ask yourself:

What is it that we can stop doing?

Repeat with me so I will know you heard correctly:

What is it that we can stop doing?

According to Kipp Bodnar from Hubspot, a presenter who knows a thing or two about magnetic content, it goes like this:

Experiment. Track. Then STOP (if it is not working), or DO MORE (if it is working).

the gospel according to Kipp

Does this rock your world the way it does mine? I can’t remember a single time in any aspect of my life, personal or professional, when I was encouraged to just give something a try to see what happened, knowing full well I had permission to simply STOP if things didn’t work out as I planned. This concept (is that even the right word?) is truly a game-changer, and I believe it will impact the way we create, innovate and evaluate across a broad business — if not cultural — spectrum.

Needless to say, it is the biggest Day Two takeaway for me from Social Crush, an incredible, all-encompassing seminar held this week in famously hot Columbia, South Carolina. Here are a few more:

2.  People don’t like to be marketed to. They like to have their problems solved.

3.  Kipp’s Formula for Success (and I believe anything he says)

  • Get the basics right
  • Maximize content discovery
  • Create conversion ubiquity
  • Test and fail fast
  • Optimize for maximum leads

4.  Ebooks and webinars rock.

5. You can get it done 15 minutes a day. (Okay, maybe I don’t believe everything he says.) But here goes:

  • 5 minutes Twitter/Facebook
  • 5 minutes LinkedIn answers/groups
  • 5 minutes Google alerts

Remember, monitor, then spend time where it is working!

6. You must have a schedule for what you are going to publish.

7. You can never publish too much stuff if your content is good.

8. Make it clear what you want your reader to do. Make it clear if you stand six feet away from the computer.

a lot of good stuff in here

9. It’s important to have a rhythm to your posts.

10. The web compounds over time, just like a 401(k). The results are exponential. Keep at it.

So that was just Kipp’s presentation, and there were three following it, including great tips on legal, SEO, new tools, blogging and more. Another day, another post.

Until then.

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posted by Cathy

Aug 03, 2011 @ 5:12pm

Spotify: A Reason for Hope in the World

Between 24-hour news cycles and the sorry economy and the terrifying and distasteful catfight over the debt ceiling, it’s no wonder many people are feeling a bit downtrodden. I’ve been thinking a bit about that lately and want to offer this different perspective:

I find something new to be excited about every single day.

Today it’s spotify.com, an on demand digital music service with more than 15 million tracks you can play instantly on your computer, your cell phone or your home audio system—for free. The service is supported by all the major labels, so there are not many content gaps. You can build your own playlists, see what your friends are listening to, and maintain your account via cloud so it can travel with you.

How extraordinary is it that we live in world in which a music library of 15 million tracks is available at the click of a button, wherever you are?

It’s the same in this business. In the old days (last year?), our work was all about interruption. But today, the toolbox is filled with countless options for actually creating connection.

Think about that for a moment. Whether you are a nonprofit or a marketer or a business owner looking at this from the side of brand, or an individual looking at it from the side of the consumer (and we’re all both at one time or another, aren’t we?), connection is a wonderful goal with a consequential outcome. Connection offers a meaningful exchange—and getting a bit dramatic, but still— isn’t connection the point of life?

I’m excited, everyday, to find new ways to connect brands and causes to the people who will embrace them, to those whose lives will be enhanced because of the connection. I think it’s one of the most beautiful things about our world right now.

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posted by Cathy

Jan 27, 2011 @ 12:12pm

Moments that Last Forever,
With A Little Love

Time clicks by, moment by moment, until suddenly—out of nowhere, out of the blue—a wonderful thing happens that hits you by surprise, that makes your heart leap wildly, and you know: This, I will mark. This joy, this moment, I will carry on with me, forever.

It happened today. I was intently working away, took a quick break to check my email inbox and there it was. A message from my RP partner and friend, Kevin, sent to each of us who has worked on With A Little Love, an initiative to raise money to support the working poor in our community.

“Hello all. Just wanted to share some exciting news. A man walked into The Cooperative Ministry today and stroked a check for $15,000 because he ‘was so moved by the TV spot that aired during the holidays.’

That $15,000 is preventing homelessness for many families, and it’s because of the work you all have done. I hope that this inspires your day. It certainly does mine.” (See the spot at the end of this post.)

My heart leapt. (Yes, wildly.) And for so many reasons, but here’s the one that occurred to me first, in that magical moment. This is what happens when your heart is in the right place.

Fifteen months ago, Kevin, Teresa, Ryon, Tom and I made the decision to focus our efforts on doing work for socially conscious companies and nonprofit organizations. It was (quite literally) a leap of faith, and I have not regretted that decision for one single second. There are so many people doing important work in this world, and we come to work every day fired up, ready to do what we can to move their causes forward.

Soni, Darryl, David

And so the $15k gift is highly symbolic to me. There are many people whose work and generosity led to it (and the countless other donations made by those who have donated online, texted donations, and downloaded the Hold My Hand single): songwriter and Hootie & the Blowfish drummer Jim “Soni” Sonefeld—the true heart of this movement—who made the song happen and who, along with his Hootie bandmates, donated all artist proceeds from the song to the working poor; Darryl Izzard and the Benedict College Gospel Choir for a divinely-inspired performance; our friends at Mad Monkey, who created the TV spot; Ryan Cockrell, who brought the vision of this movement to life in video; David Kunz, executive director of The Cooperative Ministry and all-around prince of a guy, who enriches every life he touches; the entire creative team.

I will long remember, and be grateful for, my involvement on this initiative. It is proof positive that good things come to those who serve.

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posted by Teresa

Oct 13, 2010 @ 10:43am

Build a strategy, and they will come

We all know social media in health care is only as good as the strategy behind it. But it’s very tempting to skip over this important work in favor of saving time and money. After all, it’s just not that hard to put up a Facebook page, is it?

Consider this instead: compare the time, money and return on investment you will likely have with social media activity that pushes out a mixed bag of promotional messages to general Facebook followers VERSUS a focused conversion campaign that pulls a specific audience to a specific product line by inviting followers to access content or participate in activities that are relevant to them in their everyday lives.

What’s the difference here? I’m betting the latter approach is one that:

  • Has articulated a specific marketing objective that can directly support a business issue within the organization’s strategic plan
  • Has developed a core engagement strategy that positively aligns targeted customers with the product line in a dynamic, insightful way
  • Has made the decision to use social media as but one element of a cross-channel marketing program to address this marketing objective.

Don’t get me wrong. There’s nothing wrong with informing your followers about the many good things your healthcare organization offers. But there’s something powerful about connecting with them. That’s the difference in strategy and tactics. That’s why strategy is worth your time, every time.

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posted by Cathy

Jan 27, 2010 @ 12:31pm

New Work: TellThemSC.org

There are so many reasons to register to be a part of the first Virtual March in support of responsible reproductive health policy in South Carolina:

  • South Carolina is considered an HIV “hot spot” by the CDC
  • STIs and STDs are spreading at alarming rates, with half of all new cases affecting young people between the ages of 15 and 24;
  • Teen pregnancy rates are on the rise (three in 10 girls will become pregnant at least once before the age of 20);
  • Woefully inadequate female representation in our state government (SC ranks dead last)

Here’s the kicker. We know how to solve this! And 80 percent of South Carolinians agree on the solution: policies that provide for comprehensive sex education and prevention programs. We just have to let our legislators know.

If you want to be a part of the solution and are willing to send an email to your state representatives (it’s that easy), register for the Virtual March.

Riggs Partners is honored and excited to be working with TellThemSC.org in getting the word out. We think there’s no greater issue facing our state today.

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