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Social Media Week charity fundraising presentation 8 Feb 2011
 

Social Media Week charity fundraising presentation 8 Feb 2011

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  • Great presentation, very thorough! Am hoping by next year @PouringPounds wd hv grown enough to have a few stats in here too :)
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  • Urgent - I believe I need to take action now, so I’m more likely to - well, I’m not going to take notice of something boring, am I?Controversial – If you can get banned or have an injunction taken out against you, you’re on your way!Outcome-focused – I believe I’ll make a difference by taking part and I know what that will beTopical – aligned with something in the news, that’s already gathering interestShocking – gets an emotional reaction and/or gets my attention (a major part of the equation)Funny or cute – like the Facebook cartoon profile pic or breast cancer awareness ‘I like it on…’ memesExciting – we all like being part of something excitingIntriguing – I pay attention, because I’m not sure what it’s all aboutPersonal – about me/relevant to me/asking my opinion = emotional engagement

Social Media Week charity fundraising presentation 8 Feb 2011 Social Media Week charity fundraising presentation 8 Feb 2011 Presentation Transcript

  • Social Media for fundraising
    Rachel Beer
    Founding Partner
    8 February 2011
  • Centrepoint:Virtual Gifts
  • Integrated campaign
    On and offline
    Online display advertising
    Offline display advertising
    Mailing to existing donors
    Radio advertising
    Adwords
    Social media
    Facebook: tab, advertising and donation app
    Twitter: outreach and engagement
    Twibbon: with donation integration
  • Social media integration
    Within site
    For givers
    And recipients
    Within email comms
    Marketing
    To existing donors
    Fulfilment
    Givers
    Recipients
  • Barnardo’s:Real Gifts
    Allow supporters to share from emails
    Creates another point of engagement
    Shows who else has shared
    Spreads through supporters’ social graphs
  • Facebook application
  • Twitter
  • October & November
    October saw a steady rise of followers on Twitter as Centrepoint began to tweet more
    We monitored Centrepoint activity, and tweeted ‘More than a gift’ messaging when appropriate
    • Where CP was less active on Twitter, we used this time to monitor ‘Centrepoint’ searches
    • We avoided cramming CP Twitter profile with ‘More than a gift’ tweets as this is unlikely to engage followers, and may also appear as spam
  • December
    During December:
    • Maximised outreach across social channels as offer became more seasonally relevant
    • Continued to monitor searches, including ‘Charity and Gift’ and trending topics, seeking opportunities to create conversation around Christmas and Centrepoint gifts
    • Continued to engage with @centrepointuk Twitter community, including thank yous, retweets and conversational tweets
  • Twitter conversations
  • Twitter conversations
    Outreach to bloggers supporting Centrepoint also allowed for a more natural discussion surrounding the charities mission.
  • Twitter conversations
    Conversations on Twitter lead to More than a gift purchases – which followers were keen to share!
  • Twitter conversations
    Retweeting supporters messages, thanking them and continuing
    the conversation.
  • Twitter conversations
    Included relevant hashtags so @centrepointuk, and More than a Gift,
    featured in popular searches.
  • Twitter conversations
    Included relevant trending topics so @centrepointuk featured in popular
    searches, as well as creating opportunities for Christmas conversations.
  • People loved the site . . .
  • Twibbon
    139 people added a Twibbon on Facebook and Twitter. We
    followed all those who added and thanked them.
  • Results
  • Top 10 traffic sources
    Direct
    Google Adwords
    Facebook app
    PR referral link
    Ebay
    Display advertising
    Facebook referral
    Display advertising
    Charity’s own site
    Google organic
  • Top referring sites
    No.1: Facebook app
    No.5: Facebook referrals
    No.10: Twitter
  • Twitter
    October:
    Followers: 129
    Following: 56
    Tweets: 82
    Rank: 1,481,366
    Twitter Grader score: 81
    January:
    Followers:755
    Following: 874
    Updates: 420
    Rank: 538,425
    Twitter Grader score: 94
  • Facebook
    Significant rise in Facebook fans
    • Currently at 3,766 fans up from 948 on October 1
    • Likely due to Facebook advertising
    • Opportunity to engage with Facebook fans in 2011 and ongoing – and to convert to donors
    ‘More than a gift’ promoted as last minute gift opportunity, directing visitors to the application
    Top Facebook tab views in page
    95 new donors
  • Facebook – Top tabs
  • Facebook ‘Likes’
    More than a meal: 148
    More than a gift voucher: 16
    More than a chance to freshen up: 41
    More than books: 21
    More than baby clothes: 21
    More than a bed for the night: 119
    More than an emergency kit: 14
    More than a room: 12
    More than the rent: 4
    Facebook app: 494
    TOTAL 890
  • Income
    23% above target
    Approximately 58% above income generated in 2009
  • Visitors to site
    Significant uplift seen across:
    • Unique visitors
    • 6.2% increase from 2009
    • Page views
    • 49% increase from 2009
    • Bounce rate
    • Reduced by 19.1% from 2009
    • Average time on site
    • 145% increase from 2009
    *As of Tuesday 3 January 2011
  • Conversion rate
    The conversion rate was increased by 5.4% - almost 4 times better than 2009
  • Insights & learnings
  • We learned…
    Main income drivers: More traditional channels
    We must remember that these have been extensively tried and tested over several years
    Social media may increase engagement and contribute to increased dwell time and conversions on site
    Social media buzz may contribute to the high number of direct referrals
    But it was part of a sophisticated mix
    Facebook donation app showed promise – but conversions were quite low
    1st charity donation app in the UK, so ahead of the curve?
  • The old adage…
    You can’t have them all!
  • Our rule of social media…
    You need these to be balanced
    OR
    What you are lacking in one, you must compensate for with the other two
  • What else makes social media work hard… ?
  • 10 Commandments of Viral
    Urgent
    Interesting
    Controversial
    Outcome-focused
    Topical
    Shocking
    Funny or cute
    Exciting
    Intriguing
    Personal