St Ann's Hospice and Social Media - IoF North West Annual Conference 2009


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Presentation was given at the Institute of Fundraising North West Annual Conference on the 10th November 2009 in Grange-over-Sands

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St Ann's Hospice and Social Media - IoF North West Annual Conference 2009

  1. 1. IoF North West Annual Conference 2009 How St Ann’s Hospice used social media to boost their event registrants
  2. 2. Hello! Catherine Williams Jonathan Waddingham • Director of fundraising & • Charity Champion at communications at St Ann’s JustGiving Hospice • Work with charities to make • Vision and strategy for the best use of the web fundraising and internal and external communications
  3. 3. Advice from last summer... Engagement is more than just a ‘donate now’ button It’s about building relationships with supporters Reaching out to people in their online world Go to where your supporters are, don’t expect them to come to you Hard to measure, may not reap immediate returns The investment is time more than money If you do it, do it well – be authentic
  4. 4. What *is* social media? And what’s the point of it? It’s a way for people to share and discuss information online The point of it is people – anyone now has the power to create content online From a charity perspective, it’s a great way to engage supporters and tell a story You can get your supporters to tell your story
  5. 5. Social media is all of this
  6. 6. Some areas to focus on... How do you help these people? videos photos email
  7. 7. Video...
  8. 8. You gave us money. Now what?
  9. 9. The follow up email...
  10. 10. Photos...
  11. 11. Photos... It’s not just Flickr – try Picasa
  12. 12. St Ann’s on Flickr vs Picasa Picasa’s offline photo management system is excellent and allows St Ann’s to categorise and tag photos both using text and facial recognition. With one click the folder can be synchronised to our picasa website and any changes made offline are reflected online in real time Picasa also works perfectly with our CMS (umbraco), so from a development point of view there was less cost and hassle in integrating it into our site.
  13. 13. Facebook – some facts 316 million users >10 million become fans of pages every day 23 M users in UK
  14. 14. Facebook – your ‘other’ website
  15. 15. Use fan pages to engage people with... photos
  16. 16. Use fan pages to engage people with... videos
  17. 17. Customise your tabs
  18. 18. If you have the resources...
  19. 19. Don’t forget to add your events
  20. 20. Add donation and fundraising info
  21. 21. Facebook and JustGiving 400,000 30% installs referrals
  22. 22. Having a conversation with people who care
  23. 23. Facebook Connect
  24. 24. Facebook Connect
  25. 25. Facebook Connect on JustGiving
  26. 26. Facebook news feed is the place to be Percentage of Facebook visits from Facebook home page 60% Percentage of Facebook visits 2% from Facebook inbox
  27. 27. Twitter – fastest growing website in UK 13th most popular site in UK
  28. 28. Follow charities who do it well
  29. 29. Resources for Twitter
  30. 30. One last thing... email
  31. 31. St Ann’s Hospice
  32. 32. St Ann’s Hospice strategy JustGiving visit gave them ideas, they worked on what they wanted to do Planning re-launch of site and saw need to incorporate social media into it Structure of CMS took into account social media ambitions Built standard site, but left room for more integration in the back-end
  33. 33. The big event – Manchester Midnight Walk Promoted the launch of the walk by holding a flashmob A flashmob is a large group of people who assemble suddenly in a public place, perform an unusual action for a brief time, then quickly disperse (wikipedia) St Ann’s did supplementary work with generic Hospice pages on Facebook and Twitter to advertise the FlashMob and drive traffic to the main hospice pages/groups
  34. 34. Manchester Midnight Walk promotion Aim: increase awareness of the event and encourage people to register
  35. 35. How did they record the event?
  36. 36. How did other people record the event?
  37. 37. Used other people’s content on their own channel
  38. 38. Using a Facebook fan page for the event 38%
  39. 39. Generating PR £178k PR value (approx)
  40. 40. Early results Only 6 weeks into opening registration for the event for the ‘early birds’ in April, St Ann’s already had 1,340 registrants (from a total target of 3,000) for an event that didn’t take place until June. 238%
  41. 41. After the flashmob… keeping momentum going Set up the Midnight Walk twitter pages a couple of weeks after the event Cross promoted everything between St Ann’s site and Midnight Walk sites All footage and Press coverage was put on Facebook, Twitter, YouTube and Flickr
  42. 42. Social Media use after the launch Realised the value of investing time & effort building fans and followers Painstakingly followed lots of Manchester people on Twitter Promoted it on our website, in our newsletters, in our enewsletters, and put permanent links on the front page of our website and every other page too We are also building into our Content Management System the ability to flag up which pages we want to tweet to help manage the process.
  43. 43. Promoting Social Media (their most visited page)
  44. 44. Promoting Social Media
  45. 45. Promoting Social Media
  46. 46. Explain what it is
  47. 47. Explain what it is
  48. 48. Measuring the value 2.61%
  49. 49. Lessons learned Had a Facebook group, but changed to fan page – lost a few people Be careful how you set up your Facebook fan page! Generating content is often hard, but there are always great stories around Finding the right people on Twitter to follow – looked at the Forever Manchester site to find local people Now using Twitter lists to find Manchester people Look out for opportunities – St Ann’s are due to start work with Salford University students on their Social Media Masters Course
  50. 50. Has the Recession affected things? The Midnight Walk average sponsorships were lower (but had been budgeted for) Even with the increase in net income from the walk our net income across all fundraising is £165k lower than the same time last year Corporate fundraising is struggling in particular and we are all having to work even harder than before to maintain existing relationships.
  51. 51. Overall results of the Midnight Walk Total net raised so far is £231,890 (last year £175,000). 17.5% higher than budgeted and 32.5% higher than last year 1,485 more walkers signed up than last year, a total of 3,285 83% Budgeted for 2,750 so achieved a 20.5% increase on target
  52. 52. What’s next for St Ann’s Challenge is tracking FB & Twitter accurately More YouTube – getting help on design and structure of NFP YouTube page Growing the Facebook fan page Having more conversations about their services through social media Added links to social media on every page of website
  53. 53. Catherine’s advice If I could give one tip it would be: do one thing now – you don’t need a strategy in place, just try it out! For example, set up a Facebook group/event or a Twitter site and actively promote it on your emails – see what happens as a result!
  54. 54. Summary Social Media offers unparalleled opportunities for storytelling and engagement. While it can be difficult to measure, it’s a new channel to use and can certainly help you attract supporters – be it for specific events or for the longer term.
  55. 55. Contact us Catherine Williams Jonathan Waddingham @StAnnsHospice @jon_bedford