1. National Catholic Development Conference Leveraging a High-Profile Event with Integrated Campaigns. Case Study: Pledge to “Walk With Pope Francis” Presented By John T. Butler, Jim Jacobs and Cheryl Keedy September 15, 2015

2. Papal Visit to Washington DC Campaign Profile & Strategy Overarching ObjectivesInitiative Seamlessly Integrate new evangelization, catechesis, service, stewardship, and communications Vigorous communication effort Direct Mail TV / Radio /Website YouTube / Social Media Word of Mouth Move from awareness to action (Connect, Inform and Inspire) Walk with Francis service project Encourage local ad national participation Engage non-Catholic community Provide visible witness Advance Evangelization Initiatives Door Hangers Light the City 2

3. Papal Visit to Washington DC Development Goals 3 Use momentum of Papal visit to: –Explore benefits of multichannel campaign strategy Print Radio Television Social Media Word of mouth –Cultivate/Strengthen relationships with key donors –Encourage service throughout the Archdiocese –Capture email addresses and update contact information –Reconnect LYBUNTS and SYBUNTS –Engage next generation of donors

4. Papal Visit to Washington DC Parish Goals “From Papal Visit to Packed Pews” Use Papal Visit Energy to Maximize the Evangelizing Capacity of ADW Parishes –reach out to many who will have a renewed interest in our Catholic faith. Focus on the Three Movements of Evangelization: –Encounter with Jesus –Formation in the Christian Life –Mission of spreading the Good News and inviting others into their own encounter with Christ 4

5. Outreach and Evangelization “Light the City” Sample Social Media Post: Light The City is back! Prepare to welcome Pope Francis by bringing the light of peace and prayer to neighborhoods in the DC area. Join us on Saturday night, September 12th, at multiple parishes across the archdiocese for this evening of prayer and street evangelization. Volunteers are needed! Sign up at www.adw.org/light and spread the word in your communities. Thank you! 5

6. Link Schools with Catechetical Resources Trifold Brochures (English and Spanish) –Pope Francis for Children/Adults –Blessed Junipero Serra Children’s Activities –Please Pray for Me Coloring Sheets –Blessed Junipero Serra – Facebook Page –Coat of Arms Project Prayer Resources Lesson Plans Service 6

7. Links to Print Visuals http://adw.org/wp-content/uploads/2015/05/Trifold-on-Pope-Francis- for-Children1.pdfhttp://adw.org/wp-content/uploads/2015/05/Trifold-on-Pope-Francis- for-Children1.pdf http://adw.org/wp-content/uploads/2015/05/Trifold-Pope-Francis-for- Adults1.pdfhttp://adw.org/wp-content/uploads/2015/05/Trifold-Pope-Francis-for- Adults1.pdf http://adw.org/wp-content/uploads/2015/05/Trifold-Junipero- Serra1.pdfhttp://adw.org/wp-content/uploads/2015/05/Trifold-Junipero- Serra1.pdf http://adw.org/wp-content/uploads/2015/05/ADW-Saints-in-the- Making.pdfhttp://adw.org/wp-content/uploads/2015/05/ADW-Saints-in-the- Making.pdf http://adw.org/wp-content/uploads/2015/05/Grades-9-12-1Who-was- Peter-fnl.pdfhttp://adw.org/wp-content/uploads/2015/05/Grades-9-12-1Who-was- Peter-fnl.pdf 7

8. 8 Stewardship: How you can make our community a better place Volunteer with Catholic Charities Connect with your Parish to find service projects Help out at your local soup kitchen/food pantry Offer to babysit for free to a family in need Invite someone who asks you for money on the street to share a meal with you Organize a neighborhood trash cleanup Participate in a tree planting or a community garden day

9. Papal Visit Time Line June 2012—The 2015 Destination for the World Meeting of Families Announced October 2013—Pope Announces 2014 Extraordinary General Assembly of the Synod of Bishops January 2014—ADW Papal Planning Committee Established April 2014—Vatican Announce Visit June 2014—Rome Advance Team Visit ADW 9

10. Papal Visit Time Line November 2014—Pope Announces Trip to Philadelphia for World Meeting of Families January 2015—Pope Announces Intent to Canonize Blessed Junipero Serra January 2015—ADW Initiate Fundraising Spring 2015—ADW Catechetical Resources and Parish Tool Kits Created June 2015—ADW Local / National Press Conferences WUSA9 Link: (http://www.wusa9.com/story/news/2015/06/30/pope- francis-trip-to-the-us-cuba-itinerary/29502041/)http://www.wusa9.com/story/news/2015/06/30/pope- francis-trip-to-the-us-cuba-itinerary/29502041/ 10

11. Papal Visit Time Line June 2015—YouServe Video Contest Launched Video Contest Link: https://www.youtube.com/watch?v=YBnQzkCIMJQ https://www.youtube.com/watch?v=YBnQzkCIMJQ June 2015—Social Media Launched Are you working on your ‪#‎YouServe‬ video? We're sharing free music tracks for use in your production! Visit adw.org/youserve to download 11

12. Timing is Right for Stewardship Campaign Pledged and total funds received increased by 54% from 2006 to 2014 12

13. Number of Donors Declining 13

14. Invitation to Sign Up to “Walk with Francis” Pray Act Serve 14

15. YouServe Video August 2015—Initiate Video Pick of the Week August 2015—Letter from Cardinal Mailed to 80,000 Donors September 5 th /6 th —In-Pew Pledge Weekend September 7 th —Three Video Finalist Selected 15 (Insert Video)

16. YouServe Video 16

17. Direct Mail Push to Donors Letter from the Cardinal sent to Appeal Donors / LYBUNTS / SYBUNTS –Included donor ID on pledge card –Requested the number of family members taking the pledge –Email address –Invitation to go to www.WalkwithFrancis to learn more –Cards sent to caging company for processing 17 Target Population: 80,000 (All who donated to the Cardinal’s appeal in the past 4 years

18. In-Pew Pledge Weekend September 5 th & 6 th 139 parishes invited parishioners to take the pledge to Walk with Francis Pledge cards requested name and email address Cards then sent to Caging company to compile Names will be included in a bound book which Cardinal Wuerl will present to the Pope on September 24 th 18

19. Pledge Card Procesing Welcome Pope Francis by committing to follow his example of faith and service. How Are You Pledging? Pray regularly for the Holy Father Serve by reaching out and caring for those in need Act to promote human life and dignity, justice and peace, family life and religious freedom, care for creation and the common good. Your name, Parish, School, organization Number of Students /Family Members Pledging Email Address 19 SUBMIT MY PLEDGE

20. “Take the Pledge” Challenge As people make pledges on the campaign’s website and social media, they are encouraged to: – post photos and videos of their pledges in action, using the hashtag #WalkwithFrancis –then challenge a friend to do the same –the pledges will be collected in a book and presented to Pope Francis when he visits Catholic Charities on Sept. 24 th 20 Insert Link to Our Lady of Mercy Video

21. Church of the immaculate Conception is Ready to Walk with Francis 21

22. Papal Pledge Challenge Goes Regional / National 22 ABC 7 News: Coach Mike Loner, George Washington University / Katie Ledecky, Olympic Swimmer https://www.youtube.com/watch?v=q4fO2c_952w Congressman John Delaney & April McClain-Delaney Challenge e Warren Barges https://www.youtube.com/watch?v=_Aci81lrJKo Craig Stamen, Washington National’s Pitcher https://www.youtube.com/watch?v=pFlnbOWvWcM

23. Skydiving Priest: Act of Faith 23 https://www.youtube.com/watch?v=xkRZxZrrtVk&feature=youtu.be& list=PL9CQlldupc5_STtOyJ3gnmbEWyFDpRzw

24. #WalkwithFrancis Shared on Social Media 24

25. Text PopeInDC 25

26. YouServe Camapign 26 Track Results Individuals Pledging to Walk with Francis Parishes/Organizations Pledging to Walk with Francis Messages Shared on Social Media

27. Results To Date InitiativeResults Individuals Pledging to Walk with Francis24746 Parishes/Organizations Pledging to Walk with Francis Messages Shared on Social Media12,238 Website Traffic Videos submitted55 Response rate on direct mail In-pew participation Email addresses collected 27

28. Social Network 28

29. Mobile Device 29

30. Behavior 30

31. Acquisition 31

32. Source 32

33. Residual Effects Closer working relationship with Communications Secretariat Collaboration with Catholic Charities on Major Donor Cultivation Enhanced appreciation for updating and managing donor records Invitation to embrace Stewardship without reference to fundraising Collaboration with non-Catholic organizations 33

34. 34