ASPCA Digital StrategyMBAK 619 – Week 8 Written Assignment March 1, 2012Colleen Weiss-Ramirez and Diana Wood Regis University
ASPCA Situation• ASPCA Structure allows all programs to flow from three core areas: – Community outreach – Animal health services – Anti-cruelty initiatives• These three core areas make up ONE ASPCA.
ASPCA Situation• Specific programs dependant on donors include: – ASPCA’s Meet Your Match™ – www.ASPCApro.org for animal welfare professionals – Onyx and Breezy Shefts Adoption Center – Animal Behavior Center – Animal Poison Control Center – Bergh Memorial Animal Hospital – Other services: disaster readiness, humane education, mobile spay and neuter clinics, pet grief counseling, veterinary outreach, field services, government relations, and humane law enforcement – Funding to other organizations, agencies, shelters, and advocacy groups
ASPCA Problem• Many website needs: – Consumer education – Brand recognition – Animal adoption – Organizational donations• Dueling messages lead to donor distraction and confusion.• Must make it easy for the consumer to donate and increase the understanding of the impact of the gift.
ASPCA Solution• Digital strategy and promotional plan should be created to improve communications to donors and increase giving back and donation to the organization.• The key to the ASPCA’s success is generating sufficient funds to support the multitude of programs the organization supports.
Competitive Overview• ASPCA compared their digital strategy to that of: – Petfinder Foundation – Humane Society – PetSmart Charities• ASPCA has the broadest goals of all the compared organizations: – Advocacy – In-depth support for shelters – Adoption – Animal health services – and more
Digital Behavior: Kit Tee Visits the website to read in depth articles She will search for specific topics and events Participates actively inAbout Kit Tee: social media and uses it as a fundraising tool• Donates time and money to animal causes frequently. Watches and shares videos frequently• Loves animals and wants to help protect them. Donates money online as• Has a lifelong dedication to a monthly sponsor, also donates in person the cause.
Digital Behavior: Kay Nyne Visits the website occasionally for regular organization updates Searches by organization name for specific eventsAbout Kay Nyne: Is active in select channels social media• Donates time and money to animal causes occasionally. Will share digital media if the message is powerful• Loves pets and wants to make a difference in other Donating online is the animal’s lives. preferred method• Has a dedication to this cause among many others.
Insights From Kit and Kay• How can the digital strategy make her life better? – Maintain convenient and mobile communications. – Make the campaign messages easy to share and contribute to actively support the desire to help animals. – Provide easy access to monetary and physical donation opportunities.• What can be done to improve brand perception? – Demonstrate the regional relationships and contributions of the ASPCA.• Why would she want to engage with the ASPCA? – Communications demonstrate the local and national benefit to the cause.
Objectives and Measurements• Acquisition – Increasing the individual monetary donations made on the ASPCA website by 3% each quarter through promotion of multiple social media channels. – Benchmark: $46,742,377 contributions based on 48% of 2010 contributions.• Awareness – Increasing the unique pageviews to the donation specific Web pages by 10% (or 3 pageviews) throughout the 12 months. – Benchmark: average unique pageview per user is 2.13 on www.donate.aspca.org.• Knowledge – Increasing the acknowledgment and understanding of Facebook and YouTube messaging through a 10% increase in Facebook likes, YouTube views, and click-through to the website from these channels over a period of 6 months. – Benchmark: 1,071,933 likes on Facebook.
Objectives and Measurements• Advocacy – Increase active members and donors by increasing numbers of shared message about ASPCA benefits and programs through emails, shares, and tweets by 10% in 2012. – Benchmark: 19,465 talking about this on Facebook.• Participation – Increasing awareness by improving the quality of dialog between the organization and followers on a monthly basis, increase engaged users by 5%, and decrease negative comments by 5%. – Benchmark: 50,000 engaged users and 250 negative comments as taken from Facebook Insights dashboard data.
Legal and Ethical Considerations• The ASPCA as a brand is well-know and highly recognizable and therefore must take extra care to maintain its authenticity and legitimacy.• Legal: • Ethical: – Copyright – Financial disclosure – Accessibility – Accurate information – Domain names – Integrity, privacy, and – Must consult with legal team equality – Trust
Implementation• To meet the organizations objectives online communication should speak directly to potential donors about topics most relevant to them. – 93% percent of respondents prefer to support local organization. – 48% of supporters prefer to donate online .• Promotion tactics are explicitly below-the-line and aimed at individual audience members. – Leverage the existing audience and encourage them to donate more and through online channels. – Maintain frequent donors and using their stories of engagement to drive more donations from the infrequent giver.
Promotion and Distribution• Digital tactics: engagement and retention.• Research has shown: – Donors are more likely to be engaged by messages speaking to the local benefits. – Acquiring a new donor is at least three times as expensive as keeping a donor.
Promotion: ASPCA eNewsletter• Four geographic regions.• Provide a direct message.• Bi-weekley mailings.• Calls to action are tangible and stories can be shared through Facebook and Twitter.• Links to the main website.
Promotion: ASPCA Charity Contest• Monthly contests will feature stories from local organizations supported by the ASPCA.• Viewers will have the opportunity choose their favorite story and then the winner is awarded money or products from a sponsor.• An additional $500 will be given to the story that was shared by the most website viewers.
ASPCA Charity Contest• Promotion will take place through eNewsletter and social channels.• Voting takes place on a specially designed Web page.• An annual contest between regional finalists will help drive competition.
BudgetAnnual Budget $250,000Pre campaign testing $3,000One full-time employee to manage the eNewsletter content and distribution $50,000One full-time employee to assist with the eNewsletter content and distribution $36,000One full-time employee to manage the monthly charity contest $50,000One full-time employee to assist with the monthly charity contest $36,000Newsletter service expense $15,500Website development with custom voting tabulation and maintenance of contest website $30,500Paid advertising, Google Adwords and other online expenses to support the charity contest $15,000Monthly metrics, data analysis and evaluation $2,400Legal fees $8,000 TOTAL COSTS AND EXPENSES $246,400
Promotion Metrics & ROI• ASPCA eNewsletter: – YouTube video comments about regional activities. – Facebook posts and likes from regional accounts. – Twitter tweets and re-tweets from regional accounts. – Donation portion of the website.• ASPCA Charity Contest: – Monthly website votes. – Social sharing as mentioned previously.• Based on our main objective of acquisition: – ($47,000,000 annual goal X 15% of donors acquired through these promotions) / ($250,000 expenses) = 28% return
Unintended Consequences• Negative: – Complicated nature of donations and sponsorships could produce a complicated tax or financial situations. – Sponsors and donors could potentially use charitable contributions in unethical ways. – Opening up to negative comments and criticism. – Potential for hackers or spammers to abuse email lists under the guise of the ASPCA.• Positive: – Overwhelming amount interest from shelters and programs to participate in the contest maximizing staffing and technology.