Thursday, July 9th, 2015
2:00 PM - 3:15 PM: Breakout 7
Earthquakes and Emails: How Digital Teams Respond Rapidly to Unpredictable World Events
The digital team at SOS Children's Villages USA was forced to respond on short notice to three disasters in recent times - i.e. the Philippines typhoon (Nov 2013), Ebola outbreak (Fall 2014) and Nepal earthquake (April 2015). Each time, the team had to scrap their plans and adapt, creating fresh content and sending out targeted email appeals as the emergency continued unfolding. Each time, they learned lessons about messaging, timing of communications and boosting email performance and deliverability.
Unpredictable world events affect many nonprofits -- not just those involved in disaster relief. In this session, we will drill down on the SOS Children's Villages case study, but also explore experiences from Amnesty International USA, World Animal Protection, Humane Society International and other nonprofits, to identify key principles and metrics that digital teams should consider in preparing their own rapid response plans, with a strong focus on email strategy.
Learning Outcome #1
By attending this session participants will learn: Identify the core elements of a rapid response plan, especially regarding email communications, advocacy and email fundraising appeals.
Learning Outcome #2
By attending this session participants will learn: Understand the opportunities and challenges that major world events present to nonprofit organizations.
Learning Outcome #3
By attending this session participants will learn: Avoid classic pitfalls, and grasp key lessons that other nonprofits have learned from their own rapid response experiences.