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THE FUTURE IS NOW

2013 WASHINGTON NONPROFIT CONFERENCE. THE FUTURE IS NOW. STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS. Crisis Communications for Nonprofits Katherine McLane, LIVESTRONG Steve Abrahamson, Planned Parenthood Nick Ludlum, Ogilvy Public Relations. 2013 WASHINGTON NONPROFIT CONFERENCE.

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THE FUTURE IS NOW

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  1. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS Crisis Communications for Nonprofits Katherine McLane, LIVESTRONG Steve Abrahamson, Planned Parenthood Nick Ludlum, Ogilvy Public Relations

  2. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS The LIVESTRONG Foundation and the Art of Facing a Crisis Head-on Katherine McLane, VP, Communications & External Affairs, the LIVESTRONG Foundation

  3. 2013 WASHINGTON NONPROFIT CONFERENCE The LIVESTRONG Foundation • Serving people vs. fighting cancer • What exactly is “survivorship?” • 2.5 million, 4 stars,13% and the 100 THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  4. 2013 WASHINGTON NONPROFIT CONFERENCE LIVESTRONG Patient Navigation Service: free, bilingual support for financial, physical, emotional and practical challenges related to cancer www.livestrong.org 1-855-220-7777 THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  5. 2013 WASHINGTON NONPROFIT CONFERENCE Lance Armstrong THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  6. 2013 WASHINGTON NONPROFIT CONFERENCE “They are not going to be able to thrive if the person who is the spirit behind it is in trouble. It is just going to devastate them.” -Ken Berger, CEO, Charity Navigator, August 2010 THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  7. 2013 WASHINGTON NONPROFIT CONFERENCE • Key ingredients to weather the storm: • A strong board of directors • Executive leadership that can act quickly • Communications team that turns on a dime • Excellent donor and supporter relations THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  8. 2013 WASHINGTON NONPROFIT CONFERENCE “There is a core of people who are very committed to Livestrong. When you…look at how they fulfill their mission, they do a lot of really good stuff. We hear so many great things about the service and programs they provide. So I hope they learn from this and that they do survive.” – Ken Berger, CEO, Charity Navigator, January 2013 THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  9. 2013 WASHINGTON NONPROFIT CONFERENCE Thank You! Katherine McLane Vice President, the LIVESTRONG Foundation 512 538 4606 Katherine.mclane@livestrong.org THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  10. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS Fundraising in Interesting Times Steve Abrahamson

  11. 2013 WASHINGTON NONPROFIT CONFERENCE Under Fire But Thriving • From January 1, 2011 to January 1, 2013, active 24 month donor filed doubled in size • Successive crises turned into fundraising opportunities at all levels of giving THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  12. 2013 WASHINGTON NONPROFIT CONFERENCE January 2011- Planned Parenthood under attack • Pence Amendment in 112th Congress • Live Action sting operations THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  13. 2013 WASHINGTON NONPROFIT CONFERENCE Sting nets a victim • Many visits by fake patients, one health center fails to handle appropriately • Planned Parenthood responds with full staff re-training • Impact of video release is blunted THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  14. 2013 WASHINGTON NONPROFIT CONFERENCE The Opportunity • “The enemy of my donor helps my fundraising” THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  15. 2013 WASHINGTON NONPROFIT CONFERENCE Establish a clear narrative that fits with your donor’s existing understanding THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  16. 2013 WASHINGTON NONPROFIT CONFERENCE A Clear and Consistent Message • Planned Parenthood stayed focused on our mission • For our donors, it was critical that we talked about what matters to them THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  17. 2013 WASHINGTON NONPROFIT CONFERENCE Seizing the Moment: the Pence Amendment to Defund PPFA • Within 3 days of “defunding” vote we had a urgent appeal in the mail THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  18. 2013 WASHINGTON NONPROFIT CONFERENCE More Troubles • Rep Stearns “investigation” into Planned Parenthood • Komen decision on grants to Planned Parenthood affiliates THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  19. 2013 WASHINGTON NONPROFIT CONFERENCE Applying Lessons Learned • We had already made donors aware of investigation • Quick response in the mail to Komen decision THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  20. 2013 WASHINGTON NONPROFIT CONFERENCE Key Lessons • Get ahead of the story • Admit mistakes/adversity • Turn it around • Stay focused • It’s not about you • Be prepared • Don’t be afraid to ask • Be bold THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  21. 2013 WASHINGTON NONPROFIT CONFERENCE Thank You! Steve Abrahamson Director, Direct Response Planned Parenthood Federation of America 212 261-4777 Steve.abrahamson@ppfa.org THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  22. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS Protecting Reputation in Turbulent Times Best Practices in Crisis and Issues Management Nick Ludlum

  23. 2013 WASHINGTON NONPROFIT CONFERENCE 7 Characteristics of a Crisis • Sudden change in circumstances • Insufficient information • Escalating flow of events • Loss of control • Intense scrutiny from outsiders and insiders • Feeling of a loss of control • Panic THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  24. 2013 WASHINGTON NONPROFIT CONFERENCE How does a Crisis Begin? “On average, 69-percent of all crises are the type that start out small and may take days, weeks or even months before they get out of control and draw public attention...” --Institute for Crisis Management THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  25. 2013 WASHINGTON NONPROFIT CONFERENCE ongoing Hour 12 Hour 6 Detractor Attacks Hour 0 Editorial Sharing Micromedia CRISIS HITS Mainstream Search Blogs THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  26. 2013 WASHINGTON NONPROFIT CONFERENCE Reputation ‘Winner’ Profile • Strong brand identity prior to crisis • Robust prevention and mitigation systems • Well-tuned crisis response program • Balanced reputation recovery • Effective crisis planning and the design of the response infrastructure enables: • Responses aligned with stakeholder expectations • Crisis avoidance • Speed of response • Decisive decision making • Message consistency THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  27. 2013 WASHINGTON NONPROFIT CONFERENCE Keys to Prevention THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  28. CMT Blueprint Fund raising, member relations Media & Public Affairs Operations Scientific, Regulatory & Legal HR/Internal Comms. Head Employees Media Other External Audiences Crisis Leader CEO Communications Clearinghouse 2013 WASHINGTON NONPROFIT CONFERENCE Appoint and Train a Team THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  29. 2013 WASHINGTON NONPROFIT CONFERENCE Assess Risks High Impact 15 • Issues Mapping Process • Issues Management Infrastructure • Crisis Response System • Crisis Response Logistics • Crisis Response Training and Simulation Low Probability 0 15 High Probability 0 Low Probability THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  30. 2013 WASHINGTON NONPROFIT CONFERENCE Responding Effectively Creating the recovery pathway Predicting the arc of the story The mutual gains approach Emotions and facts Identifying accelerants & retardants • Establish the basis for future trust • Offer metrics for “redemption” • Describe the “mutual gains” storyline • Acknowledge hidden victims (employees, communities) • Demonstrate change even when not objectively needed Creating the Narrative • Construct worst case scenarios to predict the story arc • Design response sequencing to support friends and isolate detractors • Execute a communications strategy that starves the story of oxygen • Sideline the “gotcha” factors • Neuroscience research has shown that we are influenced by emotion-based stories about individuals, not facts and abstractions • This means creating a narrative of “victims” and “villains” that supports your case • It means acknowledging “pain” is as important as addressing “harm” THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  31. 2013 WASHINGTON NONPROFIT CONFERENCE Key Steps • Assemble crisis team • Designate work-stream leaders • Address the perceived problem • Respond quickly and consistently • Create an effective counter-narrative • Meet the needs of the media • Leverage all channels • Think actions, not words • Monitor sentiment and adjust response THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  32. 2013 WASHINGTON NONPROFIT CONFERENCE Common Mistakes • The valence effect – hoping for the best when you should be preparing for the worst • Allowing affected individuals to stay too close to the issue • Scapegoating lower ranks while protecting senior executives prior to the full facts being known • Assuming there is only one issue and/or complainant • Expressing concern without action • Signaling confidence in limited information THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  33. 2013 WASHINGTON NONPROFIT CONFERENCE Thank You! Nick Ludlum Senior Vice President, Ogilvy Public Relations 202.215.8550 Nicholas.ludlum@ogilvy.com @nickludlum LinkedIn.com/nickludlum THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  34. 2013 WASHINGTON NONPROFIT CONFERENCE Questions?? THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

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