The Brave New World of Digital Social media and beyond Meredith Campbell Director Fundraising and Marketing Royal Children...
What’s on the menu? <ul><li>Why do we care? </li></ul><ul><li>Twitter vs facebook showdown </li></ul><ul><li>Real case stu...
But beyond that…… Is it right or the right time for you?
Why do we care? <ul><li>80.1% of Australian population is online </li></ul><ul><li>17 million internet users </li></ul><ul...
 
 
 
 
The role of social media <ul><li>Reach </li></ul><ul><li>Affordability </li></ul><ul><li>Social fundraising </li></ul><ul>...
Twitter vs Facebook Twitter facebook Individual accounts Profiles, pages and groups Unlimited followers Some limitations L...
Twitter vs Facebook Twitter facebook Promotion Promotion Relationship building Relationship building Transactional
UCSF Challenge for Children
UCSF Challenge for Children <ul><li>Peer to peer fundraising platform integrated with Causes </li></ul><ul><li>Team with h...
USCF Challenge for Children
 
Results? <ul><li>6,040 unique clicks </li></ul><ul><li>11,108 total clicks </li></ul><ul><li>1,600 new prospects </li></ul...
 
 
 
Haiti & the DEC appeal
Social fundraising
 
 
 
 
 
facebook advertising Advertising Cost-Effectiveness Christmas 2010 Appeal Online channel Cost per click Cost per 1,000 imp...
facebook advertising Campaign Name Impressions Clicks CTR (%) CPC CPM Spent (AUD) Working Wonders 382,625 42 0.01% 1.26 0....
 
facebook advertising <ul><li>CPC </li></ul><ul><li>CPM </li></ul><ul><li>Bids </li></ul><ul><li>Daily or total spend </li>...
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 ...
Measurement and tracking <ul><li>facebook insights </li></ul><ul><li>Tweetdeck </li></ul><ul><li>Hootsuite </li></ul><ul><...
Key Tips and Tricks <ul><li>Start by listening </li></ul><ul><li>“ Add this” to all online and offline promotion </li></ul...
 
Digital Strategy <ul><li>Google adword grants </li></ul><ul><li>Website address on all collateral </li></ul><ul><li>Websit...
Digital Strategy
Digital Strategy
Resources <ul><li>“ Internet Management for Non-profits”, Ted Hart et al </li></ul><ul><li>Dummies books! </li></ul><ul><l...
Any Questions?
<ul><li>@amazonmc </li></ul><ul><li>http://www.linkedin.com/in/meredithcampbellau  </li></ul><ul><li>[email_address] </li>...
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Community Foundations Forum Social Media Presentation August 2011

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How can social media help Community Foundations raise funds, and build a following - but also, where does this fit in an overall digital strategy and is it your top priority right now?

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Community Foundations Forum Social Media Presentation August 2011

  1. 1. The Brave New World of Digital Social media and beyond Meredith Campbell Director Fundraising and Marketing Royal Children’s Hospital Foundation
  2. 2. What’s on the menu? <ul><li>Why do we care? </li></ul><ul><li>Twitter vs facebook showdown </li></ul><ul><li>Real case studies of how to make money today </li></ul><ul><li>Measurement and evaluation </li></ul><ul><li>Key tips and tricks </li></ul>
  3. 3. But beyond that…… Is it right or the right time for you?
  4. 4. Why do we care? <ul><li>80.1% of Australian population is online </li></ul><ul><li>17 million internet users </li></ul><ul><li>10 million facebook users </li></ul><ul><li>1.1 million twitter followers </li></ul><ul><li>Fastest growing group of facebook users – women over 55 years </li></ul>
  5. 9. The role of social media <ul><li>Reach </li></ul><ul><li>Affordability </li></ul><ul><li>Social fundraising </li></ul><ul><li>Cultivation and relationship building – build your tribe! </li></ul>
  6. 10. 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
  7. 11. Twitter vs Facebook Twitter facebook Promotion Promotion Relationship building Relationship building Transactional
  8. 12. UCSF Challenge for Children
  9. 13. UCSF Challenge for Children <ul><li>Peer to peer fundraising platform integrated with Causes </li></ul><ul><li>Team with highest number of donors (not $) named a room at the new Children’s Hospital </li></ul><ul><li>Target 1,000 new supporters, $100,000 </li></ul><ul><li>Achieved over 160,000 donors and over $1m </li></ul>
  10. 14. USCF Challenge for Children
  11. 16. Results? <ul><li>6,040 unique clicks </li></ul><ul><li>11,108 total clicks </li></ul><ul><li>1,600 new prospects </li></ul><ul><li>GBP 1,040 raised </li></ul><ul><li>10% conversion rate </li></ul>
  12. 20. Haiti & the DEC appeal
  13. 21. Social fundraising
  14. 27. facebook advertising Advertising Cost-Effectiveness Christmas 2010 Appeal Online channel Cost per click Cost per 1,000 impressions Facebook advertising $1.01 $0.20 Brisbanetimes advertising $42.55 $11.30 Advertising medium Total Impressions Cost per 1,000 impressions 40 Adshell panels 790,000 $40.37 Metro Television advertising 1.89 million $18.50 Regional Press Advertising 362,000 $13.81
  15. 28. facebook advertising Campaign Name Impressions Clicks CTR (%) CPC CPM Spent (AUD) Working Wonders 382,625 42 0.01% 1.26 0.14 53.08 Kids Christmas Appeal 2,025,162 270 0.01% 1.15 0.15 311.44 Kids Christmas Appeal 1,492,762 272 0.02% 1.13 0.21 308.42 Kids Christmas Appeal 5,032 0 0.00% 0 0 0 Sponsor a Bauble 1,608,091 283 0.02% 1.11 0.19 312.85 B105 Christmas Appeal 284,895 56 0.02% 0.89 0.18 50 B105 Christmas Appeal 1,673,252 256 0.02% 0.97 0.15 249.47 Regional Kids Christmas Appeal 361,308 43 0.01% 1.16 0.14 49.8 Regional Kids Christmas Appeal 416,597 64 0.02% 1.17 0.18 74.77 Corporate 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
  16. 30. facebook advertising <ul><li>CPC </li></ul><ul><li>CPM </li></ul><ul><li>Bids </li></ul><ul><li>Daily or total spend </li></ul>
  17. 31. Facebook pages
  18. 35. 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%
  19. 36. Measurement and tracking <ul><li>facebook insights </li></ul><ul><li>Tweetdeck </li></ul><ul><li>Hootsuite </li></ul><ul><li>2011 eNonprofit Benchmarks Study </li></ul>
  20. 37. Key Tips and Tricks <ul><li>Start by listening </li></ul><ul><li>“ Add this” to all online and offline promotion </li></ul><ul><li>Look for ways to extend campaigns into the social space </li></ul><ul><li>Explore apps and widgets </li></ul><ul><li>Measure! </li></ul>
  21. 39. Digital Strategy <ul><li>Google adword grants </li></ul><ul><li>Website address on all collateral </li></ul><ul><li>Website and donation page optimisation </li></ul><ul><li>Google analytics </li></ul><ul><li>Explore interactive digital experiences </li></ul><ul><li>Measure! </li></ul>
  22. 40. Digital Strategy
  23. 41. Digital Strategy
  24. 42. Resources <ul><li>“ Internet Management for Non-profits”, Ted Hart et al </li></ul><ul><li>Dummies books! </li></ul><ul><li>FIA 2012 Conference Gold Coast Feb 28 – March 2 </li></ul>
  25. 43. Any Questions?
  26. 44. <ul><li>@amazonmc </li></ul><ul><li>http://www.linkedin.com/in/meredithcampbellau </li></ul><ul><li>[email_address] </li></ul>

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