A Closer Look at the Human Rights Campaign's Facebook Phenomenon
You probably couldn't help but notice some of the creative red logos people put out there to embrace the movement and make it their own. Lindsay said there were more than 100 different permutations, and HRC embraced this creativity by assembling image albums on Flickr. Allowing supporters — many new to the organization and the campaign — to have some fun creating their own personalized logos resulted in huge amounts of sharing and internalizing the campaign, delivering a unique message of support. Lesson: Dismiss the brand police, and embrace logo permutations — now that's branding! So, how ready is your organization to allow its brand to be "freestyled"? See more here.
And it gets better. As a direct-response fundraiser, I was anxious to learn more about HRC's three Cs: capture, continue (the conversation) and conversion (of those tens of thousands of names)! So you have a ton of people supporting your online campaign efforts. Now what? You invite them to engage with you, online and offline.
Lindsey's team reached out with a Facebook page offering to mail these online activists a tangible HRC logo — oh, and tell them more about the organization's mission and update them on the Campaign for Marriage Equality. This thoughtful move delivered on all three Cs: name capture, continuing the conversation and beginning the process of conversion. Love it! The captured names were then placed into the HRC donor-acquisition stream. Naturally, online conversion efforts are ongoing and have proven to be very successful.
So what's next? Can lightning strike twice? Can HRC keep the momentum going? We'll see soon enough. The Supreme Court decision on Marriage Equality is being handed down sometime in the next few days, and as I write this, I'm seeing Facebook profiles beginning to "go red" once again.