How should NGOs design, manage and lead a regional or global campaign? Hernán Nadal's presentation at the International Fundraising Congress 2022.

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How to create and
manage regional and
global campaigns

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Challenge
● Globally install an unknown environmental cause
● Create a simple and decentralized communication strategy
● People power: Arctic defenders (Objective 1.000.000 in one
year)
● Determine campaign success variables - KPI ( Key
Performance Indicators )
● Substantially increasing the donor base globally

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Millions want to help

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Level of engagement
Like - Share - Follow - Comment - View

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Level of engagement
Sign a Petition

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Level of engagement
Create your own Petition

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Level of engagement
Be a virtual researcher

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Level of engagement
Donate

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Overall Story

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Overall Story

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Simple is always better

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The Real Hero

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Where?

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Team freedom

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Dos and Don'ts

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Localize your campaign

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Story elements: Creating each episode

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Story elements: Creating each episode

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Story elements: Creating each episode

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Story elements: Creating each episode

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Integrated campaigns
● Having a specific, realistic and achievable goal which
proves to be uplifting and rallying.
● Providing people with a suitable tool for achieving that
goal and for coming up with meaningful changes.
● Being coherent in our messages respecting our values
principles, tone of voice

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Integrated campaigns
● Key principles on every integrated campaign
● A ‘villain’ who must be defeated.
● A conflict that can and must be resolved.
● A ‘magic agent’ that allows us to resolve the conflict and to
defeat the villain. A hero capable of achieving
● that end.

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Integrated campaigns
● A ‘villain’ who must be defeated. Ex. Ice melting, oil companies
● A conflict that can and must be resolved. Ex. A International law
that allow protect The Arctic.
● A ‘magic agent’ that allows us to resolve the conflict and to
defeat the villain. Ex. Sign a petition to the
● Governments that can resolve the conflict.
● A hero capable of achieving that end. Every single person
committed to our campaign would be our hero or heroine

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KEY
● This is only possible if advocacy, communication and
fundraising teams share objectives and work
together

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ROI

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(Leo Tolstoy, Anna Karenina, 1878)
“All happy families are alike;
each unhappy family is
unhappy in its own way.”

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Real-time monitoring

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Real-time monitoring

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Real-time monitoring

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Real-time monitoring - Automation

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Hernán P. Nadal
Hernán works as a consultant in
communication, marketing, digital
transformation, innovation and fundraising. He
is Co-founder of Latte Creative in Latin America.
He was Director of Communication and Public
Mobilization of Greenpeace Andino (Argentina,
Chile and Colombia) and is one of the founders
of Greenpeace Colombia.

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Hernán P. Nadal
Among its achievements are the creation of the online community I-Go (Greenpeace's first web2.0
platform) for the international whale campaign; the development of the GreenSMS, the first
mobile platform for Greenpeace, and the design and execution of the online campaign "Vote for
the Law of Forests" that achieved more than one million digital signatures in two months and
collaborated with the approval of it.
He was also the leader of the global online campaign “Save the Arctic” that promoted a movement
of defense of this key region for the planet to which more than 8 million people from all over the
world already joined. He has advised organizations in more than 20 countries, including Pan
American Health Organization, Save The Children, Greenpeace, Oxfam and many others. He usually
teaches at Universidad de San Andrés and Miami Ad School
Contact: hernan@lattecreative.com
Linkedin: https://linkedin.com/in/hernannadal

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THANK YOU
#IFC2022