bbcon 2013

1. www.call2action.com
Call2Action Sparks Engagement
Call2Action helps you to engage and convert supporters online.
Our SaaS platform builds Spark units or
complete and portable calls to action.
Video
Action Tools
Social

2. www.call2action.com
With a New Multi-Channel Solution
Sparks function across platforms so that people can watch video, sign
up, donate and participate wherever they are spending their time.
Optimized for Mobile
Functions within the
Facebook Timeline
Distributable through
Ad Networks
Easily Embedded in
Websites and Blogs

3. www.call2action.com
Blackbaud clients include:
CARE
Susan G. Komen
for the Cure
Out of the Darkness
Overnight
Feeding America
National Down
Syndrome Society
The Humane Society
Clients using Sphere and/or Team Raiser

4. www.call2action.com
What Makes A Good Call2Action?

5. www.call2action.com
Videos need not be expensive.
Do simple webcam updates.
Slideshows can be the most impactful.
Work with a good writer / editor.
A Good Call2Action:
Inspire and Educate with Video
85% of Online Users Watch Videos.

6. www.call2action.com
Time
Interest
Motivation peaks near
the end of the video.
By connecting video to immediate opportunities to take action, C2A Clients
enjoy interaction rates (clicks to loads) 5x industry standards.
Video is the most compelling online catalyst for action,
but the window of opportunity is short.
A clear and gratifying call to action is key to activating viewers.
A Good Call2Action:
Turn Viewers into Doers

7. www.call2action.com
Stories & Gallery
Join Petition Donate
Twitter CommentPledge
Ask one thing at a time, but many things over the course of a year.
Our conversion rates often reach 5-11%.
Many tools are integrated with Blackbaud on the backend.
Geolocation
A Good Call2Action:
Use a Variety of Calls to Action

8. www.call2action.com
Case Study: Out of the Darkness Overnight event enrollment
Over 2000 walkers participated and 10% of these may be attributed to the Spark.
A Good Call2Action:
Don’t only Ask for Money
The more ways you can enlist people to be a part of your cause, the more
likely they will be to donate down the line.

9. www.call2action.com
Now, with our Geolocation tool, a single national marketing effort can benefit
thousands of local chapter organizations or events.
Chapters benefit from the
celebrity-studded PSA with a link
to their local food banks.
63% of local food banks embedded the Sparks on their sites in less than a week
Increasing local website
and facebook postings
across the country.
A Good Call2Action:
Make Actions Relevant Locally

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Building a Powerful
Call2Action Spark Network

11. www.call2action.com
The National Sown Syndrome Society
is using the Spark to market their 250 walks across dozens of websites.
A Call2Action Spark Network:
How NDSS is Building their Network

12. www.call2action.com
A Call2Action Spark Network:
Dedicate a Landing Page

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A Call2Action Spark Network:
Promote it on the Homepage

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Include the Spark in newsletters and in emails to
brand ambassadors, bloggers, partners and sponsors.
Ask them to embed on their websites and
share it to their Facebook pages.
A Call2Action Spark Network:
Get the Word out by Email

15. www.call2action.com
Southeastern
New Mexico
Every partner that posts
the Spark expands your
network reach.
NDSS local walk organizers
are posting it across the
country.
A Call2Action Spark Network:
Ask Partners to Post and Embed it

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Manasota, FL
A Call2Action Spark Network:
Ask Partners to Post and Embed it

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Jacksonville, FL
A Call2Action Spark Network:
Ask Partners to Post and Embed it

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Mobile County, AL
A Call2Action Spark Network:
Ask Partners to Post and Embed it

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Central Texas
A Call2Action Spark Network:
Ask Partners to Post and Embed it
With just 4 local chapters using
the spark, engagement increased
by over 10 times.

20. www.call2action.com
Robin Williams Courtney Cox Alyssa Stringfellow Jennifer Anniston
Posting a Spark to fan pages is an easy and yet
profound way for celebrities to support a campaign.
A Call2Action Spark Network:
Leverage Brand Ambassadors

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LA Weekly The Examiner Blogs in the US and abroad
Press love to post videos.
Now they can easily post them with actions too.
A Call2Action Spark Network:
Incorporate it into Press Releases
The Spark was posted to more than 5500 URLs!

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Post to all Facebook pages. Supporters and their friends can take action on the
spot, without having to link away or install any additional applications.
A Call2Action Spark Network:
Post to Facebook Often

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Why post a logo when you could post a complete Call2Action?
The Cheesecake Factory posted this to their more than 2.9 million Facebook fans.
A Call2Action Spark Network:
Offer it to Corporate Sponsors

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Ask sponsors to pay for advertising.
Typically, cause content enjoys much
higher interaction rates than ads.
A Call2Action Spark Network:
Target Advertising
Successful viral campaigns are seeded
by guaranteeing an initial minimum
number of views.

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Easily update the Spark content in all locations at once. Providing fresh
content is a powerful way to keep audiences engaged and to inspire
further interaction and commitment..
The partner or blogger need only post once and
the organization does the rest. Win win.
Updates can be used for:
• New content
• Responses to current events
• Campaign updates
• New campaigns
• Thank yous
A Call2Action Spark Network:
Syndicate Fresh Content Year-Round

26. www.call2action.com
CARE switched out the image.
NDSS changed their messaging from
advocacy to event marketing.
Feeding America tested different videos.
A Call2Action Spark Network:
Test Content

27. www.call2action.com
Real time metrics tell you what happened in each location where the Spark was posted
—and there are always new supporting sites and blogs to be discovered in the metrics.
You might be surprised to see who is getting you the highest response rates and shares.
facebook
30%
ramzone
20%
call2action
20%
zacbrownband
13%
soldiersangels
10%
other
5%
null
1%
Nhrsa 3%
Letters Written
prorodeo
36%
soldiersangels
27%
ramzone
9%
facebook
8%
nhsra
4%
zacbrownband
3%
collegerodeo
3%
greenbrierdodge
2% other
1%
wooster912project.ning
1%
null
1%
call2action
1%
Total Loads
Chrysler Case Study: While RamZone users generated only 9% of the loads,
they produced 20% of the letters.
A Call2Action Spark Network
Learn from the Metrics with Context

28. www.call2action.com
The Peer to Peer Fundraising Potential
Now: event marketing and enrollment
Soon: fundraising integration