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Dan Gillett & Tim Kachuriak - Social Fundraising Strategy & Success Stories
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Dan Gillett & Tim Kachuriak - Social Fundraising Strategy & Success Stories

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Dan Gillett & Tim Kachuriak - Social Fundraising Strategy & Success Stories Dan Gillett & Tim Kachuriak - Social Fundraising Strategy & Success Stories Presentation Transcript

  • #SM4NP@KimbiaInc@DigitalDonorSOCIAL FUNDRAISING STRATEGYAND SUCCESS STORIESDAN GILLETT AND TIM KACHURIAK, KIMBIA INC.How Nonprofits Can Leverage Social Media to Acquire NewRelationships, Convert New Donors, and Raise More Dollars
  • Social Fundraising Success Stories Dan Gillett, CEO Kimbia @KimbiaInc
  • Success Story
  • Facebook Acquisition
  • ResultsGo#Red#for#Women#• 110,000+acquisi>onsinFacebook• 50%increaseinFacebooklikes• CostperFacebookacquisi>on$1.44
  • Success Story
  • GiveBIG San Diego
  • Twitter Reach
  • Results• $2.1milliondollarsraisedin36hours• 3rdhighestTwiOertrendinlocalmarket• 25%newdonorstononprofits• 247,000searchresultsonGooglepostevent• Dona>onsfrom48states&7countries
  • Social Fundraising Strategies Tim Kachuriak, Consultant Kimbia @DigitalDonor
  • Slide:13
  • Slide:14
  • Slide:15
  • Slide:16
  • + + +
  • Slide:18
  • Success Story
  • Intensely Personalized Postcard Slide:20
  • Personalized URL (PURL) Slide:21
  • Daily Engagement Opportunity Slide:22
  • Interactive User Experience Slide:23
  • Interactive User Experience Slide:24
  • Incentive to Share With Friends Slide:25
  • Personalized Recruitment Email Slide:26
  • Real-Time Scoring Slide:27
  • The Learnings
  • The KMA Bowl: Results Slide:29
  • Average#Tree#–#Highest# Individual#Engagement#Slide:30
  • Deepest#Tree#–#12#Degrees#Slide:31
  • Widest#Tree#–#Winning#Team#Slide:32
  • The KMA Bowl: The Results• 26%YResponseRateYPostCardtoPURL• 2,087%YIncreaseinReach• 213%YTotalEffec>veDMResponseRate• 12degreesYSharingpenetra>on Slide:33
  • Optimization Methodology ome = rv(of + i) – (f + a) ome = online marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the processCopyright © MECLABS (adapted)
  • Optimization Methodology ome = rv(of + i) – (f + a) ome = online marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the processCopyright © MECLABS (adapted)
  • INTERNALRELEVANCE: • NamePersonaliza>on • Organiza>on • FavoriteTeam EXTERNALRELEVANCE:• SuperBowlWeek Slide:36
  • IncentiveNonprofit Incentive: User Incentive: –  Most points wins $5,000 donation –  Most individual yards –  The more players, the wins an iPad 3G faster your team racks up points –  You can only call one –  Drives users to share play per day with friends and –  Drives users to visit site recruit as many players as possible every day to rack up the most yards as possible Slide:37
  • Keys Principles•  Start by defining the ultimate goal –  KMA Bowl: Generate excitement for new capabilities•  Look to the data to determine relevance –  Internal Relevance: applied through segmentation –  External Relevance: applied across segments•  Lead with an idea that is not about you•  Develop incentives to drive the right actions•  Social integration is the key ingredient Slide:38
  • Success Story
  • Moody Radio Strategic Goals•  Name and Email Acquisition !  Empower existing constituents and donors to recruit others !  Engage current radio listeners !  Capture email addresses for existing donors and friends•  Community Outreach and Involvement !  Encourage and reward “racers” to visit local business !  Develop partnerships with local businesses to promote the event•  Market Research !  Capture demographic and psychographic data•  Brand Engagement !  Introduce “racers” to full suite of Moody web resources•  Enhanced Brand Positioning !  Provides an example of Moody’s innovation to marketplace
  • The Moody “Virtual Marathon”•  An Incentivized Viral Acquisition Campaign designed to create excitement for Moody and the local community !  Designed to target and empower the “Connected Authorities”•  Crafted to target the ideal target audience based on Scarborough Research !  Women 44+ !  Spend 10+ hours per week online !  More likely to visit social networking sites !  Interested in jogging and running
  • Key Strategic Insights1.  Leveraging Social Media to Grow Your Email Lists2.  Engagement Halo Effect of Social Gaming3.  Downstream Power of Recruiting
  • Key Strategic Insights1.  Leveraging Social Media to Grow Your Email Lists2.  Engagement Halo Effect of Social Gaming3.  Downstream Power of Recruiting
  • Capturing Emails With Social Media
  • Key Strategic Insights1.  Leveraging Social Media to Grow Your Email Lists2.  Engagement Halo Effect of Social Gaming3.  Downstream Power of Recruiting
  • Engagement Halo Effect of Social Media70.00%60.00%50.00%40.00%30.00%20.00% NPO# Open# 19%#10.00% NPO# 0.00% 1 2 3 4 5 6 8 9 10 11 12 13 15 16 17 18 19 20 22 23 Click# 1.7%# Daily#Emails# OpenRate ClickRate Poly.(OpenRate)
  • Key Strategic Insights1.  Leveraging Social Media to Grow Your Email Lists2.  Engagement Halo Effect of Social Gaming3.  Downstream Power of Recruiting
  • Downstream Power of RecruitingStar>ngwithoneperson,whofoundthesitethroughanorganicGooglesearch… 60#Recruits# 90#Recruits# 522#Recruits# 458#Recruits# 1,131 Par>cipants
  • Questions?@KimbiaInc#@DigitalDonor# Slide:56