1. Get the Girls ‘Round 2010Irish Cancer Society | Case Study
2. About the campaignGet the Girls ‘Round is the fundraising campaign for the IrishCancer Societys Action Breast Cancer Programme. ActionBreast Cancer is Ireland’s leading provider of breast cancerinformation and support. All funds raised from Get the Girls‘Round campaign go towards developing information, adviceand support services for women with breast cancer in Ireland.The aim being to encourage women all over the country tohost a night at home with their girlfriends and donate theequivalent of what they would have spent on a night out.
3. Target audience• Main Target: New female fundraisers aged between 20 - 40• Existing Audience: female fundraisers of all ages
4. Objectives• As a re-brand and name change were required, awareness around the new name was necessary.• To increase the profile, reach, and profitability of the programme.• Develop a strategy to appeal and encourage woman to hold a girls night in.• Attract new and younger female supporters to the programme.
5. Objectives cont.• Present a clear fundraising proposition.• Provide a more fun and an easy way for its supporters to donate.• Enhance the campaign and improve on the numbers of users, parties and donations from 2009.
6. SolutionTo present the campaign as a fun and engaging fundraising initiative,Facebook was chosen as the platform within which to launch theprogramme.1.3m Irish users 700,000 Female
7. SolutionFacebook as a platform enabled us to accurately target our intendeddemographic. The social aspect of the campaign would especiallyappeal to Facebook users, while also giving greater exposure toparty organisers and their network of friends.
9. Donation Results (as of 19th November 2010) 2009 2010€100,000 €75,000 675% Increase€50,000€25,000 €0 Total Donations
10. Microsite Results(as of 19th November 2010)2009 results 2010 resultsVisits 6841 Visits 2617Pageviews of signup.php 3427 Pageviews of signup.php 1664Absolute Unique Visitors 5676 Absolute Unique Visitors 2274New Visitors 83% New Visitors 86.05%Returning Visitors 17% Returning Visitors 13.95%Pageviews 26601 Pageviews 6928Average Pageviews 3.9 per visit Average Pageviews 2.65 per visitTime on Site 2:38 Time on Site 1:43Bounce Rate 47% Bounce Rate 65.69%Direct Traffic/ No referrer 36% Direct Traffic/ No referrer 28.39%Referring Traffic 58% Referring Traffic 66.18%Search Engines 5% Search Engines 5.43%Visits from Facebook ? Visits from Facebook 1260 (48.15%)
11. FacebookResults(as of 19th November 2010)Fans Generated 1562Page views 12,143Unique page views 3722Total interactions 425Post Likes 218Comments 84Wall posts 123Unlikes 29Unsubscribes 62Video plays 60Photo Views 390
12. Registration Results50% of all traffic to the microsite came from facebook.The quality of this traffic when compared to the previous year was significantly improved.The 2009 page views for the signup page converted to party registrants was4.96% (3427 page views yielding 170 registered parties)The 2010 page views for the signup page converted to party registrants was24.33% (1664 page views yielding 405 registered parties)despite the fact that the page views were almost half those of the previous year.InsightThe indication from these figures is that capturing users in the social environment generatedby the facebook page before sending them to the registration process yielded a significantlyhigher standard of visitor, who were much more likely to become active members of thecampaign.
13. Facebook Fans Results• The campaign now has a medium sized Irish facebook community.• The page is currently ranked 46th of 83 charity facebook pages listed on ie.yoursocialmonitor.com Overtaking established Irish charity brands such as DePaul Ireland, Alone, The Cari Foundation, Oxfam, The Dublin Simon Community, Big Brothers Big Sisters of Ireland and Sightsavers.• The likelihood of these users participating again is increased. The facebook community which has been built allows us to start the campaign from a much stronger position of support in 2011.