Back in March at the 2019 Nonprofit Technology Conference, GLSEN's Digital Engagement Manager, Monzurat Oni, and I spoke about how to create effective digital engagement campaigns.

1. Marketing Isn’t Enough
How to create digital campaigns that engage
Monzurat Oni, GLSEN (@GLSEN)
Chris Tuttle, GLSEN (@ChrisTuttle)
#19NTCcampaigns
March 14, 2018

2. Let’s Collaborate!
Tweet Together using #19NTCcampaigns
Collaborative Notes: http://po.st/catsdogs-19NTC

3. Monzurat Oni
Digital Engagement Manager
she/her
@GLSEN

4. Chris Tuttle
Director of Communications
he/him
@ChrisTuttle

5. Joe Moran
Chief Creative Officer & Chief of Staff
@JoeSaidSo

6. What is a campaign?
#19NTCcampaigns

7. Campaign
/kamˈpān/
A campaign is a time-bound
series of coordinated
activities focused on
achieving a specific goal.
Tip
Campaigns can
be created for
nearly any project
or event, from
fundraisers to
annual programs.

8. What kind of campaigns does your
organization run?
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9. We develop campaigns.
#19NTCcampaigns

10. No Name-Calling Week www.glsen.org/nncw #NoNameCallingWeek

11. Day of Silence www.glsen.org/dayofsilence #DayOfSilence

14. This campaign seeks to build support for trans
students, and safe and inclusive K-12 school facilities
throughout the country, with an emphasis on high-risk
policy states where anti-LGBTQ legislation is most
likely. The School Hallway PSA, developed by MAP, will
be the featured ad of a national digital campaign to
reach likely potential advocates for safe and inclusive
schools. The campaign will run through Back to School
season, September 15 - Sept 30, utilizing multi-channel
lead generation with elements of social advertising,
constituent email, earned media, pro-bono digital and
DOOH, and influencer marketing to reach both
targeted and broad audiences.
Support Safe Schools

15. Support Safe Schools www.glsen.org/safeschools #SupportSafeSchools

17. Support Safe Schools www.glsen.org/safeschools #SupportSafeSchools

18. What makes an effective campaign?
#19NTCcampaigns

19. Digital Campaign Pyramid
Engagement
Participants engage with
campaign elements.
Activation
Participants increase level of
engagement by taking
meaningful.
#19NTCcampaigns
Awareness
Participants gain new
knowledge. Brand or
issue is top of mind.

20. Campaign Flow
| _ ____ ______ Campaign A ____ _____ |
| ____ ____ Campaign B |
Maintenance Communications
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21. 10 Fundamental Elements
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22. 1.
Goals

23. Digital Campaign Goals

24. Campaign Example: Goal
Grow a base of advocates ready to take action in
support of trans inclusive school facilities to defeat
future anti-trans measures.
#19NTCcampaigns

25. 2.
Measurable
Objectives

26. Digital Campaign Example: Measurable Objectives
Grow a base of advocates ready to take action in support of trans
inclusive school facilities to defeat future anti-trans measures.
1. Acquire 500 new contacts who will advocate for trans youth
2. Reach 5,000 people with affirming ad about trans student access to
school facilities.
3. Engage 100 existing constituents to share social content.
#19NTCcampaigns

27. Grow a base of advocates ready to take action in support of trans
inclusive school facilities to defeat future anti-trans measures.
Objectives Related Metrics
1. Acquire 500 new contacts who will advocate
for trans youth
- Signup form views
- Signup form view & completion sources
2. Reach 5,000 people with affirming ad about
trans student access to school facilities.
- Ad Click Through Rate (CTR)
- Ad Cost Per Click (CPC)
- Ad reach age & gender
3. Engage 100 existing constituents to share
social content.
- Email open rate
- Email Click Through Rate (CTR)
- Shares by channel
Digital Campaign Example: Measurable Objectives
#19NTCcampaigns

28. 3.
Audiences

29. Audience
The people who
communications
are trying to reach
in order to achieve
our goal.
#19NTCcampaigns

30. Stakeholders
5 I’s
● Interested
● Involved
● Invested
● Influencing
● Impacted
#19NTCcampaigns

31. Targets
The people who
have the power to
give you what you
want.
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32. StakeholdersOur Team
Audiences
Target(s)
Digital Campaign Audiences
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33. Audiences
Targeted States: 13-50 year-olds who are not yet connected to GLSEN, who hold
progressive values / are LGBTQ friendly / and/or are trans supportive, and who live in one of
15 states at high risk of future anti-LGBTQ legislation (CO, FL, GA, IA, KS, MA, MO, MT, NC,
OH, SC, SD, TN, TX, WA)
a. Split targeting variables: have taken an action recently; age; parents; & interests
Development: A subset of ad dollars will target audiences who would be most likely to
advocate for LGBTQ inclusive schools with financial support: US, women, 25-49yo. Potential
subsets: income level, made online donation before; shops online
National: 16-50 year-olds who live across the country and are not connected to GLSEN, but
who hold progressive values, are LGBTQ friendly, and/or who are trans or active trans allies.
a. Subset focus on 25-45yo mothers/parents
#19NTCcampaigns

34. 4.
Strategy

35. strat·e·gy
/ˈstradəjē/
the art of planning and
directing overall campaign
operations and tactics
Tip
Think about
strategy as how
you would explain
this campaign to
your stakeholders.

36. Digital Campaign Example: Strategy
This campaign will utilize an omnichannel digital marketing approach, including social
advertising, email, earned media, pro-bono media, and influencer marketing, to reach
both targeted and broad audiences through a two-phase campaign.
With an effort to maximize this opportunity to utilize high quality video content on the
topic of trans inclusive schools, we believe a locally targeted approach can both
identify future action takers in states at high risk of anti-trans legislation who are not yet
connected to our work, and re-engage existing constituents as supporters via
campaign engagement.
Additionally, broad reach channels can connect with the “conflicted middle” with
affirming messaging about trans youth and engage potential allies.
#19NTCcampaigns

37. 5.
Risks

38. Digital Campaign Risks
NEGATIVE POSITIVEOR
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39. Digital Campaign Example: Risks
Positive
- We have an opportunity to set the
narrative on the experiences & needs
of transgender youth.
- GLSEN’s research confirms both the
problem and the solutions that we
will advocate for; opportunity for
deeper research use
- Audience acquisition focus on
Advocates & Donors forces the org to
think through cultivation strategies.
Negative
- Paid social ads will attract hateful
comments, requiring deeper
moderation & community mgmt
- A short PSA provides a brief view
into trans youth needs and
experiences, and will require
further resources and educational
content development.
- Trans & Gender NonConforming
youth don’t have a variety of
different experiences.
#19NTCcampaigns

40. 6.
Channels

41. Where are your audiences?
#19NTCcampaigns

42. Where are
they?
Where are
you?
Where are your
audiences?
Campaign Channels
#19NTCcampaigns

43. Digital Campaign Example: Channels
1. social advertising
2. constituent email
3. earned media
4. pro-bono digital and DOOH
5. influencer marketing
#19NTCcampaigns

44. 7.
Resources

45. Availability
Keep assumptions
in check!
TalentMoney
Skills and
people power.
Budget for
work and tech.
Digital Campaign Resources
#19NTCcampaigns

46. Digital Campaign Example: Resources
Budget:
$2,600 - Advocacy acquisition
$4,000 - Donor acquisition
$100,000 - Pro Bono Digital
Other Resources:
Influencers
Constituent email list
1.5MM social media following
SMS subscribers
Internal graphic design
#19NTCcampaigns

47. 8.
Timeline

48. Digital Campaign Example: Timeline
Week 4
1. Wrap-up
campaign online
2. Gather metrics
3. Create
Campaign Report
Week 3
1. Send launch
emails
2. Post to social
3. Influencer
outreach
Week 2
1. Set up form &
webpage
2. Set up source
codes
3. Review metrics
to collect
Week 1
1. Asset
development
2. Influencer
outreach
3. Draft copy
#19NTCcampaigns

49. 9.
Assets

50. Digital Campaign Example: Assets
Content
● Stories
● Storytellers
● Press Releases
● Copy
● Software
● Systems
● Integrations
● Design
● Photos
● Videos
● Charts
#19NTCcampaigns

51. 10.
Tactics

52. Secondary ad support w digital banners
Market related content via social & email
Organic social posts (#posts/channel)
Send email to mass list w/ social share ask
Pitch exclusive media interview w/ Teen Vogue
Target key audiences w/ Paid Social & Lead Gen
Digital Campaign Example: Actions
What actions
will you take to
implement this
campaign?
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53. Creating a Campaign Plan

54. Write It Down
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55. Campaign Plan
Worksheet
tuttle.co/campaignworksheet
tuttle.co/campaignworksheet#19NTCcampaigns

56. and...
1. Campaign Plan
2. Timeline
3. Asset list
4. Campaign Report
#19NTCcampaigns

57. Q&A

58. Wrap-Up
Download these slides at http://tuttle.co/19NTCcampaigns

59. Don’t Forget
To Evaluate
This Session!