Jewish Detroit Votes Case Study
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Jewish Detroit Votes Case Study

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JFMD allocated a special fund of $100,000 to donate to six areas of need:...

JFMD allocated a special fund of $100,000 to donate to six areas of need:

• Emergency Assistance,
• Employment Assistance,
• Send a Kid to Camp,
• Caring for our Elders,
• Detroit Young Adult Retention and
• Israeli Children at Risk.

We asked the community how theyʼd like to distribute the funds by creating a web browser-based voting platform, borrowed by JFNA's "What's your #ish?" campaign.

The JewishDetroit Votes campaign ran from March 8 to April 8, 2011.

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Jewish Detroit Votes Case Study Jewish Detroit Votes Case Study Presentation Transcript

  • JewishDetroit Votes Internet Marketing Team Jewish Federation of Metropolitan DetroitCampaign Case Study
  • JewishDetroit Votes Goals• Combat perception Federation is closed to the community• Expand email database with new community members• Personalize the giving experience for community members• Communicate some of the core values of Federation• Deepen the connection between Federation and known community members
  • Campaign OverviewJFMD allocated a special fund of $100,000 to donate to six areas ofneed: • Emergency Assistance, • Employment Assistance, • Send a Kid to Camp, VOTE • Caring for our Elders, • Detroit Young Adult Retention and • Israeli Children at Risk.We asked the community how theyʼd like to distribute the funds bycreating a web browser-based voting platform.The JewishDetroit Votes campaign ran from March 8 to April 8, 2011.
  • Campaign SetupGoals and landing page development
  • Landing Page
  • Campaign Promotion Multifaceted approach: Agency toolkit, email, print advertising, social media, & grassroots
  • Agency ToolkitProvided to agency partners
  • Email marketingExisting base of 12k subscribers
  • Print MediaJewish News PR & Print Flyers
  • Social NetworksContent sharing and direct engagement
  • Campaign ResultsTraffic performance and community engagement
  • Traffic to JewishDetroit Votes Social Media 5%Traffic Sources EmailMultifaceted approach: Agency 19%toolkit, email, print advertising,social media & grassroots Direct 56% JewishDetroit.org 20.81%
  • Em ailEm ailEm ailVi deoEm ailEm ail Traffic to JewishDetroit Votes
  • Engaging JewishDetroit New Emails 16%One of the greatest successesof the JewishDetroit Votescampaign is its expandedcommunity engagement. Existing Emails 84%
  • JewishDetroit.org SEO ALEXA RANK LINK POPULARITY February 11,735,738 7,790 April 4,522,484 8,550
  • Twitter.com/JewishDetroitFacebook.com/DetroitFederationJewishDetroit.Tumblr.com