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Amanda Ponzar @LivingUnited
Mobilizing masses: Multimedia,
multichannel, MyFreeTaxes
Amanda J. Ponzar @LivingUnited2
United Way
• World’s largest privately
funded nonprofit: $5
billion annually
• 1,800 United Ways in
40+ countries
• Creating opportunities for
a better life for all,
focused on education,
income & health
• Inviting people to give,
advocate & volunteer
World is changing: MOBILE
• 7 billion people
on earth
• 4 billion use
mobile phone
• 3.5 billion use
toothbrush
3
World is changing: SOCIAL
• 1 billion+ people
visit YouTube
each month
• Total Twitter
users: 645
million
• Facebook: 1.3
billion monthly
users
4
5
Amanda J. Ponzar @LivingUnited6
Amanda J. Ponzar @LivingUnited7
Where to start: RESEARCH
Corporate partner survey
Amanda J. Ponzar @LivingUnited8
Where to start: RESEARCH
Analyze data.
What’s working?
What’s not?
(Surprise…)
Communications Strategy
9
CONCEPT
CO-BRANDING
• Messaging
• Marketing
EARNED MEDIA
• Traditional, Trade
• Blogger Engagement
• Media Partnership
• Radio Reading
Service PSAs
THOUGHT-
LEADERSHIP
• Blog content
• Spokesperson
DIGITAL
ENGAGEMENT
• Social Media
• Google Adwords
• Email
• Mobile
MEASUREMENT
• Impact & Results
• Reporting
PROGRAM
SUPPORT
• Strategic Oversight
• Local, National
Amanda J. Ponzar @LivingUnited10
Get the word out: Multimedia, multichannel
• Mobile
• Web
• Infographics
• Google AdWords
• Videos
• Social media
• Press releases
• Media pitching
• Multimedia News
Release
• Radio Media Tour
• Blogger Media
Tour
• Twitter Chat
• Advertising
• Marketing matls
Amanda J. Ponzar @LivingUnited11
Earned media example
http://www.myfreetaxes.com/about-myfreetaxes/newsroom/
Amanda J. Ponzar @LivingUnited12
Blogger media tour example
http://www.examiner.com/article/last-minute-tax-filing-tips-laura-scheler-from-united-way-
worldwide
13
Got Social Media?
14
http://www.myfreetaxes.com/testimonials/
15
• 159% over goal (online filers)
• Anticipate 1.5M (on the ground filers)
16
Results
Thank you
17
• Inspiring videos:
o Lacoste “Life is a
Beautiful Sport”
http://bit.ly/1jrlE6K
o Follow the Frog
http://bit.ly/L6evit
• Tweet me! @LivingUnited
• Visit MyFreeTaxes.com or
follow @MyFreeTaxes

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Mobilizing Masses: Multimedia, Multichannel, MyFreeTaxes

  • 1. Amanda Ponzar @LivingUnited Mobilizing masses: Multimedia, multichannel, MyFreeTaxes
  • 2. Amanda J. Ponzar @LivingUnited2 United Way • World’s largest privately funded nonprofit: $5 billion annually • 1,800 United Ways in 40+ countries • Creating opportunities for a better life for all, focused on education, income & health • Inviting people to give, advocate & volunteer
  • 3. World is changing: MOBILE • 7 billion people on earth • 4 billion use mobile phone • 3.5 billion use toothbrush 3
  • 4. World is changing: SOCIAL • 1 billion+ people visit YouTube each month • Total Twitter users: 645 million • Facebook: 1.3 billion monthly users 4
  • 5. 5
  • 6. Amanda J. Ponzar @LivingUnited6
  • 7. Amanda J. Ponzar @LivingUnited7 Where to start: RESEARCH Corporate partner survey
  • 8. Amanda J. Ponzar @LivingUnited8 Where to start: RESEARCH Analyze data. What’s working? What’s not? (Surprise…)
  • 9. Communications Strategy 9 CONCEPT CO-BRANDING • Messaging • Marketing EARNED MEDIA • Traditional, Trade • Blogger Engagement • Media Partnership • Radio Reading Service PSAs THOUGHT- LEADERSHIP • Blog content • Spokesperson DIGITAL ENGAGEMENT • Social Media • Google Adwords • Email • Mobile MEASUREMENT • Impact & Results • Reporting PROGRAM SUPPORT • Strategic Oversight • Local, National
  • 10. Amanda J. Ponzar @LivingUnited10 Get the word out: Multimedia, multichannel • Mobile • Web • Infographics • Google AdWords • Videos • Social media • Press releases • Media pitching • Multimedia News Release • Radio Media Tour • Blogger Media Tour • Twitter Chat • Advertising • Marketing matls
  • 11. Amanda J. Ponzar @LivingUnited11 Earned media example http://www.myfreetaxes.com/about-myfreetaxes/newsroom/
  • 12. Amanda J. Ponzar @LivingUnited12 Blogger media tour example http://www.examiner.com/article/last-minute-tax-filing-tips-laura-scheler-from-united-way- worldwide
  • 14. 14
  • 16. • 159% over goal (online filers) • Anticipate 1.5M (on the ground filers) 16 Results
  • 17. Thank you 17 • Inspiring videos: o Lacoste “Life is a Beautiful Sport” http://bit.ly/1jrlE6K o Follow the Frog http://bit.ly/L6evit • Tweet me! @LivingUnited • Visit MyFreeTaxes.com or follow @MyFreeTaxes