THE ANATOMY OF A FUNDRAISING CAMPAIGN <br />UTILIZING  SOCIAL MEDIA<br />Save Kirkland's 4th of July<br />(A Case Study)<b...
SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />BRANDED LOOK, FEEL AND VOICE<br />We decided on a primary visu...
SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />GOALS AND OBJECTIVES <br /><ul><li>To increase awareness aroun...
To engage the community in  supporting campaign
To garner media coverage to expand message
To raise $30,000, to replace lost grant money</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br ...
Local Business Owners
Local and Regional Media including
   TV
   Radio
   Newspapers and Magazines
   Blogs and Web sites</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />MARKETING TOOLS TO BE...
E-Newsletter through Purple Duck Mail
Facebook Page
Twitter
Blog
Media Releases
Events
Community Outreach Activities</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />CELEBRATE KIRK...
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The Anatomy Of A Fundraising Campaign Utilizing Social Media

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A Case Study Using Social Media for Nonprofit Fundraising

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The Anatomy Of A Fundraising Campaign Utilizing Social Media

  1. 1. THE ANATOMY OF A FUNDRAISING CAMPAIGN <br />UTILIZING SOCIAL MEDIA<br />Save Kirkland's 4th of July<br />(A Case Study)<br />Presented by Susan Burnash<br />
  2. 2. SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />BRANDED LOOK, FEEL AND VOICE<br />We decided on a primary visual to create ongoing recognition for the campaign. It was utilized throughout all elements of campaign. <br />Where campaign included a voice we defined a “personality” for the image as the speaking Firework hoping Kirkland would save him/her (gender neutral) People felt more connected to the campaign and connected on a more personal level especially through Facebook.<br />
  3. 3. SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />GOALS AND OBJECTIVES <br /><ul><li>To increase awareness around the need to “Save Kirkland's 4th of July”
  4. 4. To engage the community in supporting campaign
  5. 5. To garner media coverage to expand message
  6. 6. To raise $30,000, to replace lost grant money</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />TARGET AUDIENCE <br /><ul><li>Kirkland Residents
  7. 7. Local Business Owners
  8. 8. Local and Regional Media including
  9. 9. TV
  10. 10. Radio
  11. 11. Newspapers and Magazines
  12. 12. Blogs and Web sites</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />MARKETING TOOLS TO BE USED <br /><ul><li>Celebrate Kirkland Web site
  13. 13. E-Newsletter through Purple Duck Mail
  14. 14. Facebook Page
  15. 15. Twitter
  16. 16. Blog
  17. 17. Media Releases
  18. 18. Events
  19. 19. Community Outreach Activities</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />CELEBRATE KIRKLAND WEB SITE SET UP INCLUDED<br /><ul><li>Photo slideshow,
  20. 20. Link to PayPal donation page
  21. 21. Email links
  22. 22. Parade entry form
  23. 23. News and updates
  24. 24. Link to Facebook profile
  25. 25. Volunteer information and sign-up form
  26. 26. Other relevant information </li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />E-NEWSLETTER THROUGH PURPLE DUCK MAIL<br />Utilized existing email addresses and sent initial blast to inform Kirkland residents and business about current financial situation and potential cancellation of Fourth of July celebration. Updated them through additional blasts.<br />Provided links to <br /><ul><li>Website and Pay Pal function
  27. 27. Firstgiving.com online donation
  28. 28. Facebook page
  29. 29. Twitter
  30. 30. Blog
  31. 31. forward to a friend function</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />
  32. 32. SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />FACEBOOK SET UP INCLUDED<br /><ul><li>Robust and Personalized Campaign PAGE and PROFILE
  33. 33. Numerous PHOTO ALBUMS of past 4th of July celebrations
  34. 34. LINKS to Website, Twitter, Blog under our contact information
  35. 35. MY COUNTDOWN APPLICATION to show progress and link to Firstgiving.org fundraising page for online giving
  36. 36. FUNDRAISING TAB powered by First Giving on top menu
  37. 37. BLOG TAB and set up our blog to feed in automatically
  38. 38. Created EVENTS SECTION for Fundraising and Deadline notifications
  39. 39. Displayed TWITTER ICON and set up to post directly on Wall
  40. 40. Used (LIL) GREEN PATCH APP to create awareness and brand “Red, White And Blue, And Green All Over”</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />MARKETING TACTICS USING FACEBOOK<br /><ul><li>Invited original supporters of Celebrate Kirkland with email addresses to become a “FRIEND” and to pass the word on
  41. 41. Save Kirkland's 4th of July became a FAN of Kirkland businesses, groups and media Facebook pages
  42. 42. Utilized CAUSE APPLICATION inviting followers to do the same
  43. 43. Created various EVENTS and invited followers to attend
  44. 44. Added daily updates on WALL to continue interest Friends
  45. 45. Thanked Individual supporters on WALL
  46. 46. Thanked Business supporters on WALL and linked to their sites</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />
  47. 47. SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />TWITTER SET UP INCLUDED (RSS Feed)<br />Name: Save Kirkland's 4th Location: Kirkland, WA <br />Web: www.celebratekirkland.org<br />Bio: Committed to saving Kirkland's 4th of July!<br />TWITTER MARKETING TACTICS INCLUDED<br /><ul><li> Notifying past, current and potential supporters to follow
  48. 48. Followed other local Twitter users including media - they returned favor by following us
  49. 49. Sent thank-you direct messages to new followers
  50. 50. Tweeted replies to users
  51. 51. Set up Ongoing Tweets through Tweet Later
  52. 52. Highlighted news from blog
  53. 53. Participated in Twitter’s “Follow Friday”</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />BLOG SET UP - www.celebratekirkland.blogspot.com<br />Elements included:<br /><ul><li>Firstgiving widget with current donation total
  54. 54. YouTube video of a previous fireworks show
  55. 55. Slideshow of Fourth of July photos
  56. 56. Badge linking to the Facebook page
  57. 57. Link to the Twitter page
  58. 58. Poll of how many times viewers have attended a 4th in Kirkland
  59. 59. Brief bio on Celebrate Kirkland
  60. 60. A link to celebratekirkland.org</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />BLOG UPDATES SET UP TO POST AUTOMATICALLY<br />Included:<br /><ul><li>Parade news including new entries
  61. 61. Donation updates
  62. 62. Daily Green Tips to go with theme
  63. 63. Media coverage and other relevant news</li></ul>BLOG MARKETING TACTICS INCLUDED<br /><ul><li> Notifying past, current and potential supporters to follow
  64. 64. Searching for other relevant blogs to request info
  65. 65. Commenting on local or regional blogs that would have an interest in our blog and campaign
  66. 66. Notifying Media about the blogs
  67. 67. Pushed out through all of out other applications</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />FUNDRAISING VEHICLES UTILIZED<br /><ul><li>Events
  68. 68. PayPal option on Website, blog and Facebook
  69. 69. First Giving.com online donation platform
  70. 70. Donation boxes in local shops and businesses
  71. 71. Primary Check drop off location
  72. 72. Chamber offices
  73. 73. Downtown Association
  74. 74. Woodmark Realty
  75. 75. Grape Choice
  76. 76. Volunteers selling flags at parade</li></li></ul><li>SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />
  77. 77. SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />CAMPAIGN RESULTS (SUMMARY)<br />Our Save Kirkland’s Fourth’s of July Campaign gave us the power to reach our goals and objectives a very short amount of time (6 weeks). <br />By tapping into existing databases, social media applications, traditional and electronic marketing tactics, and ongoing media outreach we were able to create the community excitement and financial support we needed to not only hold our Annual 4th of July Parade but, a fireworks show that was bigger and better than previous years. <br />
  78. 78. SOCIAL MEDIA 101<br />Save Kirkland's<br />4th of July<br />CAMPAIGN RESULTS (ACTUAL)<br /><ul><li>Raised $35,000, $5,000 above original goal
  79. 79. 75 individual donated $6,945; avg. donation of $92.60
  80. 80. 15 businesses donated $24,150; avg. donation of $1,610
  81. 81. Approximately 500 friends and fans joined our Facebook
  82. 82. More than 150 Twitter users became followers
  83. 83. More than 50 entries were posted to our Blog including: updates, sponsor profiles, media coverage
  84. 84. 10+ Outside bloggers included articles and links back to our site
  85. 85. Coverage of campaign was featured on local and regional TV, radio, online news and print
  86. 86. Fireworks company donated extra $5,000 worth of fireworks
  87. 87. BEST 4TH OF JULY EVER!!!! </li></li></ul><li>Questions ?<br />Call (425) 896-8959<br />Email: susan@purpleduckmarketing.com<br />

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