How to convert the hype around social networks into real fundraising results - case studies and practical tips from around the world.

1. Social Media Beyond the hype to real fundraising impact Meredith Campbell Director Fundraising and Marketing Royal children’s Hospital Foundation

3. But above all…… Show me the money!

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

11. Twitter vs Facebook Twitter facebook Promotion Promotion Relationship building Relationship building Transactional

12. UCSF Challenge for Children

14. USCF Challenge for Children

21. Haiti & the DEC appeal

22. Social fundraising

28. 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

29. 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

32. Facebook pages

34. 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%

37. Any Questions?