What You Can Achieve Online For Free
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What You Can Achieve Online For Free

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A case study of the 'Celebrate Her' campaign from Rosa, the UK Fund for Women and Girls - showing how charities can use social media online for free.

A case study of the 'Celebrate Her' campaign from Rosa, the UK Fund for Women and Girls - showing how charities can use social media online for free.

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  • 1. What can charities achieve online ‘for free’?
  • 2. www.burnett-works.com
  • 3. A word of caution • Great potential for fundraising and campaigning online without it costing you a fortune • But also potential for putting oodles of time and effort in, without getting much in return • The key is to be disciplined!
  • 4. Be clear about why you’re doing it! • What, exactly, do you hope to get out of it? • Who do you need to reach to achieve it? Why them? • What do you need to put out there to capture their interest and get them to act?
  • 5. The next 60 minutes… • How new charity, Rosa, is using free online media to: - generate donations from individuals - shine a light on their brand and their work • How you can do it too
  • 6. Rosa • First UK-wide Women’s Fund – just a year old • Little understanding of what a women’s fund is or why needed in UK – big challenge! • Need to raise new money to distribute to projects benefitting girls and women • Limited budget and very limited resource (2 part-time staff)
  • 7. What did Rosa want to achieve online? • Raise money from individuals • Bring their brand to life and get it out there
  • 8. How did we do it? An online fundraising product that: - speaks to ALL women - fits emotionally with what Rosa’s all about
  • 9. Creating an online fundraising product - ‘Celebrate Her’
  • 10. What is ‘Celebrate Her’ ? • You plant a rose in a virtual online garden to celebrate a girl or woman in your life • You add a message to say why she’s special to you • This triggers an email to the ‘celebrator’ with a live link to the rose they’ve planted … and an email to the ‘celebrated’ woman with a link to see their rose growing • Landing page encourages visitors to potter round Rosa’s website • How do they pay for the rose? A donation to Rosa
  • 11. Preparing the ground for ‘Celebrate Her’? The product had to: • be easy to use and inexpensive • be low maintenance • bring to life what Rosa’s all about • express what’s special about what women bring to the world • integrate seamlessly with their website And, importantly… Every step of the journey for the celebrator and celebrated had to be thought through
  • 12. So what’s the journey? Email ‘you’ve been celebrated’ ‘Celebrate Her’ Email ‘your rose has been planted’ What Rosa does
  • 13. Getting ‘Celebrate Her’ out there without spending any money…
  • 14. Here’s how… • Social Media - Facebook - Twitter • Search engine optimisation – getting on the first page on Google
  • 15. Facebook
  • 16. Why did we suggest Facebook for ‘Celebrate Her’? • ‘Celebrate Her’ is about expressing feelings for family and friends • FB reaches huge numbers of people across the world … in a space they use to keep in touch with friends and loved ones – the perfect fit! • Sharing things that excite you is integral to what Facebook is all about – viral potential! • Facebook ‘groups’ offer potential for targeting best prospects for Rosa
  • 17. But aren’t people bored of Facebook by now? • More than 200 million active users, and still growing • More than 50% of users log on at least once a day • The fastest growing user demographic is 35 years and older • The average user has 120 friends that they are connected to on the site • More than 30 million active users currently access Facebook via mobile devices NO!
  • 18. Using Facebook to promote ‘Celebrate Her’ • Create a FB page for Rosa • Add ‘Celebrate Her’ to Rosa’s FB page • Create a ‘Celebrate Her’ FB group • Show messages from celebrators (who had given permission!) to inspire others • Show a video of roses growing • Post a message about ‘Celebrate Her’ for all fans of Rosa’s charity page • Invite all of our ‘friends’ to become a member of ‘Celebrate Her’ • Identify groups who might be interested in ‘Celebrate Her’ • Tell them about ‘Celebrate Her’
  • 19. Create a FB page for Rosa
  • 20. Add ‘Celebrate Her’ to Rosa’s FB page
  • 21. Create a ‘Celebrate Her’ FB group
  • 22. Show messages from celebrators to inspire others
  • 23. Post a message for all fans of Rosa
  • 24. Identify groups who might be interested in ‘Celebrate Her’
  • 25. Tell them about ‘Celebrate Her’
  • 26. Twitter
  • 27. Why Twitter for ‘Celebrate Her’? • Twitter offers the opportunity to go fishing for people interested in Rosa’s ‘issues’ • Rosa can build a relationship with people on Twitter by having a position on those issues • When Rosa then goes out with ‘Celebrate Her’, Rosa’s Twitter followers are receptive • Rosa’s followers will re-tweet for Rosa, sending ‘Celebrate Her’ out into the Twitter universe. Great viral potential!
  • 28. Go fishing for people interested in Rosa’s ‘issues
  • 29. Use issues to build relationships
  • 30. Tell followers about ‘Celebrate Her'
  • 31. Followers will re-tweet for Rosa
  • 32. Search Engine Optimisation (SEO) Getting on the first page on Google
  • 33. Securing a good position for ‘Celebrate Her’ Paid for results ‘Organic’ results
  • 34. How to get picked up by Google • Make sure the web page title reflects what the Googler is searching for • Make sure that the meta tag description sitting behind every web page communicates what it offers • Use Google Webmaster Tools – tells you if your meta descriptions are too long, short or repetitive • Consider what words people might use to search for what you offer • Use Google’s Keyword Tool – it offers alternatives to the keywords you may have thought of, and tells you how many people have searched using those words
  • 35. For example… Page Title Celebrate your mum, your sister, your friend, your daughter... Someone who has helped you, inspired you, made you laugh or made your day, with a unique gift card for birthdays, mother’s day, or even… Meta description
  • 36. In Summary
  • 37. Driving people to ‘Celebrate Her’ Friend pages on Facebook Facebook group Rosa Facebook page Twitter Rosa’s website ‘Celebrate Her’ Google search Events Word of mouth
  • 38. MAY 2009
  • 39. JULY 2009
  • 40. Some very useful links to get you started… Twitter – an introduction www.commoncraft.com/twitter Pretty comprehensive guide to Twitter www.webdesignerdepot.com/2009/03/the-ultimate-guide-for-everything-twitter/ Facebook guide for charities www.facebook.com/nonprofits Google Keyword Tool https://adwords.google.co.uk/select/KeywordToolExternal Google Webmaster Tools www.google.com/webmasters/tools/
  • 41. Thanks for listening