2016 CFCNCA Marketing Tuesday, July 12, 2016

Marketing Approach Donor Materials Campaign Worker Tools Engagement Questions AGENDA

MARKETING APPROACH

4 The Facts Donors are increasingly more engaged around causes than specific charities, especially millennials Donors care about the impact of their gift Donors want choices in giving, which increases participation and dollars raised in workplace giving campaigns CFCNCA (and CFC national average) pledges and participation have been decreasing the last five years Online engagement is crucial for the future of the CFC The CFCNCA is an excellent opportunity to acknowledge and thank the Federal employee

5 The Objectives Reverse the trend of declining participation Inject fun into the campaign Attract millennials without alienating existing support Create new and different design for campaign promotion

Design Goal: To inspire people to act by reigniting the CFC with a proud, energetic and empowered vibe.

The Concept

8 Key Elements Fun, clean, eye-catching design “Funkier” font, more relaxed and personal photography style, unusual tagline “Show Some Love” with the CFC star reflected in the design Highlight the pride of real Federal employees A fun photo shoot to capture real images of real Federal employees Strong connection to charitable causes Highlight individual causes and include choosing a cause in the call-to-action Easily integrated through the whole campaign Print, digital, social media and physical resources

Photograph Usage

DONOR MATERIALS

General Posters

Infographic Posters

Barometer Poster

Campaign Cards

Thank You Card

Pledge Form

Catalog of Caring

CAMPAIGN WORKER TOOLS

19 Resources Campaign Leadership Guide Keyworker Guide Communications Toolkit Social Media Toolkit eNewsletters More on cfcnca.org

CAMPAIGN ENGAGEMENT

Show Some Love Days September 1: Show Some Love Online Spread the word about the CFC by changing your profile picture to the Show Some Love circle and mentioning the campaign on your social media channels with #ShowSomeLoveCFC. October 11: Show Your Cause Reveal the charitable cause(s) you are passionate about by posting a photo of yourself holding your own cause sign like the ones featured on the Catalog of Caring, or get really creative and dress in support of your cause (e.g. all pink for breast cancer awareness or yellow ribbon military support). November 1: Show Some Moves Challenge Post a video of your best dance moves or try the “Ellen Dance Dare” by dancing behind an unsuspecting bystander. Contribute to your agency/department getting the most posts by tagging your department/agency and including #ShowSomeMovesCFC in your video post. November 21: Celebrate Thanksgiving with a Random Act of Kindness Feeling thankful this week? Show it by completing a random act of kindness for someone else (pay the toll for the car behind you, bring a co-worker a cup of coffee, volunteer your time) and then posting about it.

22 Website

23 Social Media Connect with the CFCNCA on all channels: Facebook, Twitter, Instagram, LinkedIn and YouTube Engage with content by liking and sharing posts Use hashtags: #ShowSomeLoveCFC, #CFCNCA Post about the campaign and your selfie Use the social media toolkit

Questions?