What Associations Can Learn from Political Campaigns

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What Associations Can Learn from Political CampaignsSarah Newhall, Executive Vice President (@snew0112)Blue State Digital (@bsd)Marketing, Membership, & Communications Conference

June 13, 2016

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1. About BSD2. Campaign Insights3. Data Deep Dive4. Takeaways5. Q&A

Agenda

About BSD

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We’re the creative and tech agency for brands and causes looking to scale their impact.

Who we are

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Who we are

We apply a people-first, data-driven, campaign mindset to transform how our clients engage people.

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Today, we work with leading organizations across industries and verticals.

Who we are

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Campaign Insights

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So what turned things around?

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Relationships.11

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Let’s break down some key components…

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Authentic Storytelling

Authentic storytelling

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Authentic storytelling

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Authentic storytelling

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Always-On Marketing

Speed: always-on marketing

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Speed: always-on marketing

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Speed: always-on marketing

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Customization

Customize to drive action

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Customize to drive action

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Customize to drive action

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Relentless Optimization

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Relentless optimization

Relentless Optimization

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Lower the barriersTest, test, testChallenge instincts

Data Deep Dive

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Results > Hunches.

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Testing, measuring and iterating helps you be fast, accurate and reliable.

All kinds of experimentsYou can test virtually every aspect of a digital experience:• Messaging - what you say• Visuals and copy - how you say it• Layout - how it’s presented• Interactions - how people experience it• CTA - what you ask people to do• Nuts and bolts - little things that can add up to big impact

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The essential elementsEvery test or experiment must comprise the following:

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The testing processFocus your testing efforts with these five steps:1. Set objectives and KPIs.2. Develop hypotheses based on research.3. Create testing variants, controlling for key variable.4. Measure the results, with a focus on ultimate objective.5. Iterate new hypotheses and incorporate results into your

strategy and creative.

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Your turn: Which test won?

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Tone & Voicewith Partners In Health

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Design for Generosity

A Emotion“Every night, Stella wondered what might happen to her.”

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Design for Generosity

B Urgency“I know we’ve already asked you for money this month. More than a couple of times.”

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Design for Generosity

A Emotion“Every night, Stella wondered what might happen to her.”

B Urgency“I know we’ve already asked you for money this month. More than a couple of times.”

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Design for Generosity

A Emotion“Every night, Stella wondered what might happen to her.”

B Urgency“I know we’ve already asked you for money this month. More than a couple of times.”+1,084%

Consider results in contextWe learned that at crunch time, a direct ask was most effective for this fundraiser.But PIH still uses storytelling and emotion throughout their digital communications. Constant asks would damage their brand.

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Design for Generosity

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Landing Pageswith Trout Unlimited

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Design for Action

A

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Design for Action

B

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Design for Action

C

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Design for Action

C A BA B C

C

A

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Design for Action

C A BA B C

+18%

Make it easy Though we preferred the aesthetics of the full bleed image, the simple, clear form was more effective.

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Design for Action

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Takeaways

Ask us anything.

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