How SocialRaise helps nonprofits turn a $120,000 grant into donors, volunteers and ongoing constituents.

1. Introduction
SocialRaise is an organization comprised of a team of 14 people that’s based in Chicago, IL.
Around 80% of our client base is in the nonprofit sector, while around 80% of our revenue
comes from the for-profit sector. This helps us keep prices reasonable for our nonprofit
partners.
We help nonprofits raise funds, awareness and impact via digital marketing and technology
development. We’ve worked on capital campaigns ranging from $1 million - $13 million
utilizing digital (strategy, marketing automation, constituent relationship management,
websites, mobile, content strategy - to name a few)
Ballet On Wheels Dance School & Company’s needing to raise funds to support more dance
scholarships for young people of diverse backgrounds with the focus on teaching them the
art and appreciation of classical ballet and other dance genres. To raise such funds, Ballet
on Wheels needs to raise awareness for the organization, engage the right targeted
audience and cultivate the relationship with that audience turning them to donors and
advocates.
That is what we do and this is how we do it.

2. Program overview
Our approach is straightforward; we use the power of a $120,000 Google Grant to boost site traffic. We
create custom landing pages that speak to the different elements of the campaign to convert traffic into
donors, volunteers and constituents. Then, we place those contacts on different automated marketing
campaigns (think of this as detailed automatic email campaign)to cross-promote other things going on in
your organization. Through detailed reporting – we tweak to always improve. Then, we train you to take
the reigns and “teach you how to fish.”

3. Why is using technology important?
55%
of people who engage with
causes via social media are
inspired to get more involved
For every
1000
email subscribers non profits
have 285 Facebook fans, 112
Twitter Followers and 13
mobile subscribers
For every 1000 website
visitors, a nonprofit raises
$612
Email is responsible for
1/3
of online fundraising
Source: http://waggeneredstrom.com/what-we-
do/social-innovation/report-digital-persuasion/
Email is responsible for
1/3
of online fundraising
Source: http://mrbenchmarks.com/ Source: http://mrbenchmarks.com/ Source:
https://www.salsalabs.com/blog/infographic-risk-
and-rewards-sending-effective-emails

4. A couple recent case studies...
American Guild of Music.
● Free ad spend almost $75k of to date. (all through Google Grants)
● This led to an average 3x the amount of traffic in recent months.
● 84% are new visitors to the site.
● Adwords primarily drives awareness for their programs page, ranking the most trafficked page.
Pilot Light
● Free ad spend almost $74k to date. (all through Google Grants)
● This led to 3x the amount of traffic in 12 months. (When started, they were averaging way around 50
sessions/day. Now consistently between 200-350/day.)
● 85% new visitors to site.
● 51% of traffic is new traffic since our engagement.

5. Step 1 - Discovery
Getting to know you and your organization – almost
as well as your internal team – helps us put together
a plan to successfully address your specific goals.
Your project kicks-off with a Discovery Process
geared to bring your team and ours together to
identify:
· Who is your organization – and who are the people
or institutions that should get to know you?
· What do you need to convey to those prospective
supporters or program participants?
· How do we best communicate your value to them?
What we learn about you will inform every decision
as we create your communications plan.

6. Step 2: Boosting site traffic using the $120K Google Grant
Once we’ve identified the “who, what and how” from Discovery, we’ll use that to create a campaign strategy and The
right combination of ad , web site content, search terms and automated follow-up can allow you to: Educate people on
your programs and services Drive participation in your events Engage and nurture potential new donors and
volunteers Solicit corporate sponsorship Google gives $120,000/year worth of advertising at no-cost to each eligible
501(c)3 – but as many nonprofits discover the hard way, you need a well-executed and focused communication
strategy to put it to work for you.

7. Step 3: Converting site traffic into donors, volunteers and constituents
We design and develop custom landing
pages that speak specifically to the ad
audience. Each landing page has different
“hooks” that will ask for user information –
such as a newsletter subscription, “contact
us”, a donation form, or an opportunity to
register to a new event. Each landing page
must be relevant to the ad campaign in
order to be effective.

8. Step 4: Automating and Communicating
Building new traffic is great. But what you do with that traffic is truly what’s important. We build an automated
campaign based upon new users that visit your site. If they sign-up for more information or join your mailing list, we
build out an automated process to convert those users into donors, volunteers and other constituents supporting your
organization. This is accomplished through a strategic set of communications fully tailored for Ballet on Wheels.

9. Step 5: Reporting and Optimization
Since you can only manage what you measure, the
information and actions of your new prospective donors
and volunteers will be captured and available in reports to
share with members of the Boards, funders and other
stakeholders. Everyone can keep close tabs on progress
via transparency and data.

10. Step 6: Training/ Teaching you ‘how to fish’
The goal of this campaign is to also “teach you how to fish”,
and to how to manage and grow the tools put in place. We
have an extensive “onboarding” and training sessions with
you and whomever on your staff that you’d like trained.

11. Timing and Pricing
Project Timeline.
The project would take 5 months. This includes obtaining
the Grant, setting up the systems and infrastructure
needed, creating the strategy, delivering the campaigns
and continuing to analyze, monitor and tweak the
campaigns to ensure they are fully optimized. In the 5th
month, key players within your organization participate in
a professional development training session and learn
how to manage and run future campaigns within your new
marketing eco-system.
Costs.
The budget required would be $5000, to be paid in 2
installments (one at kickoff and final payment at 60 days
post agreement).