1. Level Up
Create Winning
Campaigns
James Slezak| james@purpose.com | @jslez
Lee-Sean Huang | leesean@purpose.com | @leesean

2. Level Up
Insights
Examples
Activities

3. “Every battle is won
before it is ever fought.”
Sun Tzu

4. The Path
Right Framing
Right Tools
Right Actions

5. Movement
CAMPAIGN
{
{ CAMPAIGN
{
CAMPAIGN
{
ACTION ACTION ACTION ACTION ACTION ACTION
ACTION ACTION ACTION

6. What is a A movement is a community with
movement?
a purpose, people coming
together and working to achieve
common goals.

7. 21st Century Twenty-first century movements
Movements
combine recently possible
technologies with brand
strategy, behavioral economics,
and community organizing in
order to support mass
participation and the creation of
shared value.

8. The ultimate goal is real world impact.

9. Microdonations for self-sustainability and independence
$8.5M
Microdonations
$5M
$2.5M
$1.5M
$500K
Institutional
Donations
$4.51M $4.174M $3.98M $2.42M

13. Movement Hierarchy
Story of the Movement
 Identifies crisis and movement’s ‘theory-of-change’
 Articulates a better future if movement succeeds
 Movement story is embodied in the Brand, Tagline & Attributes
Campaigns
 Tackle specific issues in support of movement goals
 Has a clear ‘arc’ and associated commitment curve
 Often developed rapidly to ride the news cycle
Actions, Moments, & Content
 What members are asked to do
 Movement ‘moments’ to drive urgency and media attention
 Provocative pieces of content to organize members around

14. Ask the right
How can I raise money to make my
questions
project happen?

15. Ask the right
How can I raise money to make my
questions
project happen?
Why do I need money? How much/
how little do I really need?

16. Ask the right
How can I raise money to make my
questions
project happen?
Why do I need money? How much/
how little do I really need?
How can the fundraising campaign
help me test and refine my idea? And
make me more fundable?

17. Ask the right
How can I get people to donate?
questions

18. Ask the right
How can I get people to donate?
questions
How do I communicate the value of
my campaign?

19. Ask the right
How can I get people to donate?
questions
How do I communicate the value of
my campaign?
What are other ways people can
participate besides donating?

20. Ask the right
Why should I donate?
questions

21. Ask the right
Why should I donate?
questions
Why should I donate NOW?

22. Cheat Sheet
Be specific
Create urgency
Grow membership
Curate and sequence
Motivate socially
Design defaults

23. Be specific.
From To
Organizations People
Causes Projects

24. The Three T’s
Tension
Timing
Tempo

25. Gameify Giving

30. Money is a function
of membership

31. Design Defaults

32. Growth comes
in spikes Logo / Tagline
Example: GetUp new member growth
Refugees Internet
Censorship
Climate Voter
ABC Change enrolment
Tibet
18

33. Fundraising
Opportunities
Calendar
Crisis
Created opportunities

34. Commitment Curve
LEAD
LEVEL OF ENGAGEMENT CONVENE
ATTEND
DONATE
PURCHASE
CREATE
SHARE
JOIN
LIKE
VIEW
PARTICIPATION OVER TIME

35. 3 X 30
30 seconds
30 minutes
30 years

36. Cheat Sheet
Be specific
Create urgency
Grow membership
Curate and sequence
Motivate socially
Design defaults

37. Activities

38. Tell your story Name of campaign/project and mini description.
What is your goal?
Theory of change: Why is this important/urgent/awesome?
Why does it matter if I contribute? What can I do to make a
difference? What do I get out of it?

39. What do you Commitment Curve
want people to
do besides
donate?
LEVEL OF ENGAGEMENT
PARTICIPATION OVER TIME

40. Level Up
Create Winning
Campaigns
James Slezak| james@purpose.com | @jslez
Lee-Sean Huang | leesean@purpose.com | @leesean