Convio Innovator Awards 2011: Best Online Campaign

“We firmly believe that giving people creative, meaningful outlets to express their support – across a variety of new media channels – inspires them to take action and stay engaged in our campaigns.”

The National Partnership for Women & Families believes that actions speak louder than words, and for four decades it has fought for every major policy advance that has helped women and families. The National Partnership is dedicated to promoting fairness in the workplace, access to quality health care and policies that help women and men meet the dual demands of work and family.

In March 2011, the National Partnership launched an online campaign to support Betty Dukes and 1.6 million of her current and former co-workers at Wal-Mart as they brought their decade-long fight for fair pay to the U.S. Supreme Court. Arguing that the nation’s largest private employer engaged in widespread pay and promotion discrimination, the women of Wal-Mart attempted to proceed with the largest class action lawsuit in United States history.

CHALLENGES:
Using best practices and building on recent successes with social media, the National Partnership designed an online advocacy campaign that would generate support for Betty Dukes and the women of Wal-Mart, raise awareness about the Paycheck Fairness Act, and put a compelling human face on the issues of workplace fairness and fair pay. The organization used an effective combination of Convio and social media tools to meet these goals and to inspire and mobilize its online activists.

INNOVATION:
The National Partnership launched an intensive four-month long advocacy campaign that incorporated emails, surveys, donation forms, action alerts, Facebook, Twitter, YouTube and on-the-ground organizing. Campaign highlights included an in-person meeting with Betty Dukes and the lead plaintiffs in the case, which was recorded on video and shared with activists via YouTube to demonstrate that their words of support truly inspired these courageous women. In addition, Senator Barbara Mikulski and Representative Rosa DeLauro both sent emails to National Partnership activists thanking them for their meaningful contributions.

RESULTS:

• Sent 16 emails in four months, with an average open rate of nearly 20%.
• Generated nearly 10,000 advocacy responses to members of Congress.
• Presented Betty Dukes and the four lead plaintiffs with a book titled “Right Over Might,” which contained more than 2,000 user-submitted “personal notes” of encouragement.
• Increased number of Facebook fans by 65%, including 500 new fans in one day through a coordinated “Turn (Your Profile) Red on Equal Pay Day” action and outreach.

Exemplifying the effective use of Convio constituent engagement solutions and personifying excellence in multi-channel marketing, CRM and fundraising strategy implementation.

Combining online and offline marketing channels and utilizing cross-functional teams to generate awerness and fundraising results

Achieving online success for fundraising, advocacy or email list growth through a single campaign or program as a whole.

Tapping into the power of constituents to raise funds, drive support, and put a face to your organization with Convio's powerful peer-to-peer fundraising solutions.

Integrating social networks, mobile tools and custom applications with Convio to increase engagement opportunities for supporters

Enjoying the full range of Convio Common Ground™ benefits from integration with third-party applications to successful relationship database consolidation.