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How to convert the hype around social networks into real fundraising results - case studies and practical tips from around the world.
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Social MediaBeyond the hype to real fundraising impact
Meredith CampbellDirector Fundraising and Marketing
Royal children’s Hospital Foundation
What’s on the menu?
• Why do we care?
• Twitter vs facebook showdown
• Real case studies of how to make money today
• Measurement and evaluation
• Key tips and tricks
But above all……
Show me the money!
Why do we care?
• 80.1% of Australian population is online
• 17 million internet users
• 10 million facebook users
• 1.1 million twitter followers
• Fastest growing group of facebook users – women over 55 years
The role of social media in fundraising
• Reach
• Affordability
• Social fundraising
Twitter vs Facebook
Twitter facebook
Individual accounts Profiles, pages and groups
Unlimited followers Some limitations
Large retweeting/promotional reach
Fan/friend sharing limited market
Advertising in its infancy Advertising established
No transactions inside twitter Payments possible
Apps limited to sharing and following
Apps to enhance user experience and engagement
200 million users? 500 million +
SMS for the internet Social web
Twitter vs Facebook
Twitter facebook
Promotion Promotion
Relationship building Relationship building
Transactional
UCSF Challenge for Children
UCSF Challenge for Children• Peer to peer fundraising platform integrated
with Causes
• Team with highest number of donors (not $) named a room at the new Children’s Hospital
• Target 1,000 new supporters, $100,000
• Achieved over 160,000 donors and over $1m
USCF Challenge for Children
Results?
• 6,040 unique clicks
• 11,108 total clicks
• 1,600 new prospects
• GBP 1,040 raised
• 10% conversion rate
Haiti & the DEC appeal
Social fundraising
facebook advertising
Advertising Cost-Effectiveness Christmas 2010 Appeal
Online channel Cost per click Cost per 1,000 impressionsFacebook advertising $1.01 $0.20Brisbanetimes advertising $42.55 $11.30
Advertising medium Total Impressions Cost per 1,000 impressions40 Adshell panels 790,000 $40.37Metro Television advertising 1.89 million $18.50Regional Press Advertising 362,000 $13.81
facebook advertising
Campaign Name Impressions Clicks CTR (%) CPC CPM Spent (AUD)Working Wonders 382,625 42 0.01% 1.26 0.14 53.08Kids Christmas Appeal 2,025,162 270 0.01% 1.15 0.15 311.44Kids Christmas Appeal 1,492,762 272 0.02% 1.13 0.21 308.42Kids Christmas Appeal 5,032 0 0.00% 0 0 0Sponsor a Bauble 1,608,091 283 0.02% 1.11 0.19 312.85B105 Christmas Appeal 284,895 56 0.02% 0.89 0.18 50B105 Christmas Appeal 1,673,252 256 0.02% 0.97 0.15 249.47Regional Kids Christmas Appeal 361,308 43 0.01% 1.16 0.14 49.8Regional Kids Christmas Appeal 416,597 64 0.02% 1.17 0.18 74.77Corporate Fundraising 874,891 410 0.05% 0.75 0.35 305.91
9,124,615 1,696 0.02 1.07 0.19 1715.74
facebook advertising
• CPC
• CPM
• Bids
• Daily or total spend
Facebook pages
facebook Measurement
Month US Jan Feb
Total Number of fans N/A 2172 2221
Avg No. of posts per week 3 to 8 2 2
Monthly fan growth 3.75% 2.20% 2.58%
Monthly fan churn 2.00% 0.23% 0.70%
Growth per wall post 0.23% 0.44% 0.43%
Avg Page view rate per RCHF post 0.56% 1.78% 1.62%
Total page views per week per 100 fans 10 17 21
Unique page views per week per 100 fans 2 9 9
Weekly fan action rate 2.50% 5.89% 7.24%
Measurement and tracking
• facebook insights
• Tweetdeck
• Hootsuite
• 2011 eNonprofit Benchmarks Study
Key Tips and Tricks
1. Start by listening
2. “Add this” to all online and offline promotion
3. Look for ways to extend campaigns into the social space
4. Explore apps and widgets
5. Measure!
Any Questions?