Dan Gillett & Tim Kachuriak - Social Fundraising Strategy and Success Stories
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Dan Gillett & Tim Kachuriak - Social Fundraising Strategy and Success Stories
- 1. #SM4NP @KimbiaInc @DigitalDonor SOCIAL FUNDRAISING STRATEGY AND SUCCESS STORIES DAN GILLETT AND TIM KACHURIAK, KIMBIA INC. How Nonprofits Can Leverage Social Media to Acquire New Relationships, Convert New Donors, and Raise More Dollars
- 2. Social Fundraising Success Stories Dan Gillett, CEO Kimbia @KimbiaInc
- 6. Results Go Red for Women • 110,000+ acquisitions in Facebook • 50% increase in Facebook likes • Cost per Facebook acquisition $1.44
- 10. Results • $2.1 million dollars raised in 36 hours • 3rd highest Twitter trend in local market • 25% new donors to nonprofits • 247,000 search results on Google post event • Donations from 48 states & 7 countries
- 11. Social Fundraising Strategies Tim Kachuriak, Consultant Kimbia @DigitalDonor
- 12. Slide: 12
- 13. Slide: 13
- 14. Slide: 14
- 15. Slide: 15
- 16. + + +
- 17. Slide: 17
- 18. Success Story
- 19. Intensely Personalized Postcard Slide: 19
- 20. Personalized URL (PURL) Slide: 20
- 21. Daily Engagement Opportunity Slide: 21
- 22. Interactive User Experience Slide: 22
- 23. Interactive User Experience Slide: 23
- 24. Incentive to Share With Friends Slide: 24
- 25. Personalized Recruitment Email Slide: 25
- 26. Real-Time Scoring Slide: 26
- 27. The Learnings
- 28. The KMA Bowl: Results Slide: 28
- 29. Average Tree – Highest Individual Engagement Slide: 29
- 30. Deepest Tree – 12 Degrees Slide: 30
- 31. “Ferris Wheeler” Widest Tree – Winning Team Slide: 31
- 32. The KMA Bowl: The Results • 18% - Response Rate - Post Card • 2,087% - Increase in Response Through Social Media • 408% - Total Effective DM Response Rate • 12 degrees - Sharing penetration Slide: 32
- 33. Optimization Methodology ome = rv(of + i) – (f + a) ome = online marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright © MECLABS (adapted)
- 34. Optimization Methodology ome = rv(of + i) – (f + a) ome = online marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright © MECLABS (adapted)
- 35. INTERNAL RELEVANCE: •Name Personalization • Organization • Favorite Team EXTERNAL RELEVANCE: • Super Bowl Week Slide: 35
- 36. Incentive Nonprofit Incentive: User Incentive: – Most points wins $5,000 donation – Most individual yards – The more players, the wins an iPad 3G faster your team racks up points – You can only call one – Drives users to share play per day with friends and – Drives users to visit site recruit as many players as possible every day to rack up the most yards as possible Slide: 36
- 37. Keys Principles • Start by defining the ultimate goal – KMA Bowl: Generate excitement for new capabilities • Look to the data to determine relevance – Internal Relevance: applied through segmentation – External Relevance: applied across segments • Lead with an idea that is not about you • Develop incentives to drive the right actions • Social integration is the key ingredient Slide: 37
- 38. Success Story
- 39. Moody Radio Strategic Goals • Name and Email Acquisition Empower existing constituents and donors to recruit others Engage current radio listeners Capture email addresses for existing donors and friends • Community Outreach and Involvement Encourage and reward “racers” to visit local business Develop partnerships with local businesses to promote the event • Market Research Capture demographic and psychographic data • Brand Engagement Introduce “racers” to full suite of Moody web resources • Enhanced Brand Positioning Provides an example of Moody’s innovation to marketplace
- 40. The Moody “Virtual Marathon” • An Incentivized Viral Acquisition Campaign designed to create excitement for Moody and the local community Designed to target and empower the “Connected Authorities” • Crafted to target the ideal target audience based on Scarborough Research Women 44+ Spend 10+ hours per week online More likely to visit social networking sites Interested in jogging and running
- 48. Key Strategic Insights 1. Leveraging Social Media to Grow Your Email Lists 2. Engagement Halo Effect of Social Gaming 3. Downstream Power of Recruiting
- 49. Key Strategic Insights 1. Leveraging Social Media to Grow Your Email Lists 2. Engagement Halo Effect of Social Gaming 3. Downstream Power of Recruiting
- 50. Capturing Emails With Social Media
- 51. Key Strategic Insights 1. Leveraging Social Media to Grow Your Email Lists 2. Engagement Halo Effect of Social Gaming 3. Downstream Power of Recruiting
- 52. Engagement Halo Effect of Social Media 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% NPO Open 10.00% 19% 0.00% NPO Click 1 2 3 4 5 6 8 9 10 11 12 13 15 16 17 18 19 20 22 23 1.7% Daily Emails Open Rate Click Rate Poly. (Open Rate)
- 53. Key Strategic Insights 1. Leveraging Social Media to Grow Your Email Lists 2. Engagement Halo Effect of Social Gaming 3. Downstream Power of Recruiting
- 54. Downstream Power of Recruiting Starting with one person, who found the site through an organic Google search… 60 Recruits 90 Recruits 522 Recruits 458 Recruits 1,131 Participants
- 55. Things That You Can Do Tomorrow 1. Get to know your audience a) What do your web site visitors like? b) Quantcast data c) Facebook Insights 2. Develop an *idea* that resonates with your audience a) Goal is to be loved, not liked b) You are in the inspiration business! 3. Testing trumps best practices a) Get acquainted with failure b) Become a marketing philosopher
- 56. Questions? @KimbiaInc @DigitalDonor Slide: 56
Notas do Editor
- I am a fundraising scientist. My job is to challenge best practices by performing fundraising experiments. The goal of these experiments is to understand why people say “Yes!” So I guess in a way, I am a philosopher as well. I learn from the world around me. I want to share with you something I learned over the past 2 years that I think has a lot of relevance to our conversation today.
- As I reflected on that, I wondered how the same concept might be applied to integrated marketing. There’s a big difference between “integrated marketing” and “multichannel” marketing. Multichannel just means you are conveying the same message through multiple channels. Integrated means that you are combining channels to create an experience that is more than just the sum of its parts. The goal is to leverage the best of each channel– in the right measure, and under the right conditions– to bake a cake.
- So here’s the first experiment with that idea. In this example, I wanted to see if it was possible to effectively launch a social gaming campaign from a direct mail post card. Note: the company that worked at at the time was primarily a direct mail company, so this campaign was as much to show them the power of social media as it was to show our nonprofit clients. The timing for this campaign was in early January 2010 and the Super Bowl was right around the corner. That year, it happened to be in Dallas which is where KMA is located. So I decided to use the Super Bowl as the creative construct for the campaign.
- Listener-Funded nonprofit radio network. 12 markets across the country.
- Primary Goal– Acquiring New Email Addresses through Social Media Referrals
- Incentivized is a keyword here. The goal is to create an experience that leads to behaviors that allow people to discover your unique value proposition. One of my mentors once told me, “Tell me…Show me…allow me to experience.” The experiment here was, can you create a experience that helps your existing and potential donors engage more deeply with your organization?
- Competition is such a powerful motivator. Adding the element of a scoreboard helped to motivate people to stay engaged in the campaign.
- Visitors could sign up to participate by filling out a form or by “logging in” with their Facebook account. - Integration with Facebook provided us with access to email address as well as other profile information.
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