A case study of the 'Celebrate Her' campaign from Rosa, the UK Fund for Women and Girls - showing how charities can use social media online for free.

1. What can charities achieve online
‘for free’?

3. www.burnett-works.com

4. A word of caution
• Great potential for fundraising and campaigning online without it costing you a fortune
• But also potential for putting oodles of time and effort in, without getting much in return
• The key is to be disciplined!

5. Be clear about why you’re doing it!
• What, exactly, do you hope to get out of it?
• Who do you need to reach to achieve it? Why them?
• What do you need to put out there to capture their interest and get them to act?

6. The next 60 minutes…
• How new charity, Rosa, is using free online media to:
- generate donations from individuals
- shine a light on their brand and their work
• How you can do it too

7. Rosa
• First UK-wide Women’s Fund – just a year old
• Little understanding of what a women’s fund is or why needed in UK – big challenge!
• Need to raise new money to distribute to projects benefitting girls and women
• Limited budget and very limited resource (2 part-time staff)

8. What did Rosa want to achieve online?
• Raise money from individuals
• Bring their brand to life and get it out there

9. How did we do it?
An online fundraising product that:
- speaks to ALL women
- fits emotionally with what Rosa’s all about

10. Creating an online fundraising
product - ‘Celebrate Her’

11. What is ‘Celebrate Her’ ?
• You plant a rose in a virtual online garden to celebrate a girl or woman in your life
• You add a message to say why she’s special to you
• This triggers an email to the ‘celebrator’ with a live link to the rose they’ve planted
… and an email to the ‘celebrated’ woman with a link to see their rose growing
• Landing page encourages visitors to potter round Rosa’s website
• How do they pay for the rose? A donation to Rosa

12. Preparing the ground for ‘Celebrate Her’?
The product had to:
• be easy to use and inexpensive
• be low maintenance
• bring to life what Rosa’s all about
• express what’s special about what women bring to the world
• integrate seamlessly with their website
And, importantly…
Every step of the journey for the celebrator and celebrated had to be thought through

20. So what’s the journey?
Email ‘you’ve been celebrated’
‘Celebrate Her’
Email ‘your rose has been planted’ What Rosa does

21. Getting ‘Celebrate Her’ out there
without spending any money…

22. Here’s how…
• Social Media
- Facebook
- Twitter
• Search engine optimisation – getting on the first page on Google

23. Facebook

24. Why did we suggest Facebook for ‘Celebrate Her’?
• ‘Celebrate Her’ is about expressing feelings for family and friends
• FB reaches huge numbers of people across the world
… in a space they use to keep in touch with friends and loved ones – the perfect fit!
• Sharing things that excite you is integral to what Facebook is all about – viral potential!
• Facebook ‘groups’ offer potential for targeting best prospects for Rosa

25. But aren’t people bored of
Facebook by now?
• More than 200 million active users, and still growing
• More than 50% of users log on at least once a day
• The fastest growing user demographic is 35 years and older
• The average user has 120 friends that they are connected to on the site
• More than 30 million active users currently access Facebook via mobile devices
NO!

26. Using Facebook to promote ‘Celebrate Her’
• Create a FB page for Rosa
• Add ‘Celebrate Her’ to Rosa’s FB page
• Create a ‘Celebrate Her’ FB group
• Show messages from celebrators (who had given permission!) to inspire others
• Show a video of roses growing
• Post a message about ‘Celebrate Her’ for all fans of Rosa’s charity page
• Invite all of our ‘friends’ to become a member of ‘Celebrate Her’
• Identify groups who might be interested in ‘Celebrate Her’
• Tell them about ‘Celebrate Her’

27. Create a FB page for Rosa

28. Add ‘Celebrate Her’ to Rosa’s FB page

29. Create a ‘Celebrate Her’ FB group

30. Show messages from celebrators to inspire others

31. Post a message for all fans of Rosa

33. Identify groups who might be interested in ‘Celebrate Her’

34. Tell them about ‘Celebrate Her’

35. Twitter

36. Why Twitter for ‘Celebrate Her’?
• Twitter offers the opportunity to go fishing for people interested in Rosa’s ‘issues’
• Rosa can build a relationship with people on Twitter by having a position on those issues
• When Rosa then goes out with ‘Celebrate Her’, Rosa’s Twitter followers are receptive
• Rosa’s followers will re-tweet for Rosa, sending ‘Celebrate Her’ out into the Twitter universe. Great viral
potential!

37. Go fishing for people interested in Rosa’s ‘issues

38. Use issues to build relationships

39. Tell followers about ‘Celebrate Her'

40. Followers will re-tweet for Rosa

42. Search Engine Optimisation (SEO)
Getting on the first page on Google

43. Securing a good position for ‘Celebrate Her’
Paid for results
‘Organic’ results

44. How to get picked up by Google
• Make sure the web page title reflects what the Googler is searching for
• Make sure that the meta tag description sitting behind every web page communicates what it offers
• Use Google Webmaster Tools – tells you if your meta descriptions are too long, short or repetitive
• Consider what words people might use to search for what you offer
• Use Google’s Keyword Tool – it offers alternatives to the keywords you may have thought of, and tells you
how many people have searched using those words

45. For example…
Page Title
Celebrate your mum, your sister, your friend, your daughter... Someone who has helped you, inspired you,
made you laugh or made your day, with a unique gift card for birthdays, mother’s day, or even…
Meta description

50. In Summary

51. Driving people to ‘Celebrate Her’
Friend pages on Facebook Facebook group Rosa Facebook page
Twitter Rosa’s website
‘Celebrate Her’
Google search Events
Word of mouth

53. MAY 2009

54. JULY 2009

55. Some very useful links to get you started…
Twitter – an introduction
www.commoncraft.com/twitter
Pretty comprehensive guide to Twitter
www.webdesignerdepot.com/2009/03/the-ultimate-guide-for-everything-twitter/
Facebook guide for charities
www.facebook.com/nonprofits
Google Keyword Tool
https://adwords.google.co.uk/select/KeywordToolExternal
Google Webmaster Tools
www.google.com/webmasters/tools/

56. Thanks for listening