Social Media Week charity fundraising presentation 8 Feb 2011Presentation Transcript
Social Media for fundraising Rachel Beer Founding Partner 8 February 2011
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
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 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.
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
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:
6.2% increase from 2009
49% increase from 2009
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