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Surfers In A Dress 2013 :: Campaign Overview & Results

Surfers In A Dress (SIAD) is a charity event, founded by Greg Beazley in 2012, whereby participants wear a school dress and go surfing to raise awareness and funds for girls’ education in Sierra Leone, Africa.

SIAD acts on behalf of the charity One Girl and their Do It In Dress initiative.

One Girl, an Australian based charity, tackles the serious issue of education being inaccessible to many girls in Sierra Leone.

This presentation provides an overview of the SIAD 2013 campaign with related results.

For the full case study of the campaign, please visit http://gregbeazley.com/

Useful Links:
http://gregbeazley.com/
http://doitinadress.com/team/surfersinadress
http://doitinadress.com
http://www.onegirl.org.au/

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Surfers In A Dress 2013 :: Campaign Overview & Results

  1. 1. Surfers In A Dress 2013 Campaign Overview & Results
  2. 2. Contents • What is Surfers In A Dress? • Executive Summary • Campaign History • Media & PR • Partnerships • Photographers • Data & Insights • Key Learnings • Special Thanks • Connect 2
  3. 3. What is Surfers In A Dress? • Surfers In A Dress (SIAD) is a charity event, founded by Greg Beazley in 2012, whereby participants wear a school dress and go surfing to raise awareness and funds for girls’ education in Sierra Leone, Africa • SIAD acts on behalf of the charity One Girl and their Do It In Dress initiative • One Girl, an Australian based charity, tackles the serious issue of education being inaccessible to many girls in Sierra Leone • Most girls born in West Africa are more likely to be sexually assaulted than to attend high school 3
  4. 4. Executive Summary In its second year running, Surfers In A Dress 2013 (SIAD13) was a big success. • The strategic objective for SIAD13 was to build awareness and momentum to grow the event for 2014 • SIAD was featured in/on: • The Daily Telegraph and the entire News Network (online and offline), and • Channel 7’s Sunrise Program • Marketing initiatives involved generating engagement and donations through Facebook messaging, status updates and memes • Total donations amounted to over $12,470 (almost 25% above the target of $10,000) • Over 41 girls in Sierra Leone now have access to attend school for a year • The event was held at Bondi Beach on Saturday 19th of October and attracted approximately 35 people4
  5. 5. Campaign History Year Donation Target $ Money Raised % Over Target Attendee Target # Event Attendees (in dresses) 2012 $2,500 $5,000 100% N/A 45 (31 in dresses) 2013 $10,000 $12,470 24.7% 90 40 (35 in dresses) 2014 $20,000 TBC TBC 80 TBC Total $17,470 85 (66 in dresses) 5
  6. 6. Media & PR Media Reach Herald Sun (online) - 9 September 1,652,000 Daily Telegraph (online) - 9 September 1,395,000 Daily Telegraph (print) - 9 September 310,724 news.com.au (online) - 9 September 2,947,000 Channel 7 Sunrise (TV) - 10 September 381,619 Yahoo! Sunrise (online) - 10 September 320,687 Plus 7 App on the Google Play Store (online feature) N/A UNSW eNewsletter 6,000 Melbourne Radio - 6PR N/A simuddell.com 294 visits designermancave.com 141 visits hdwarner.wordpress.com N/A doitinadress.com/gregbeazley 940 visits 10th most visited personal page on doitinadress.com doitinadress.com/team/surfersinadress 789 visits 13th most visited team page on doitinadress.com Total Potential Eyeballs 7,015,194 6
  7. 7. 7
  8. 8. Partnerships 8
  9. 9. Surfers In A Dress Photographers Simon Harrington Jaydon Cabe 9
  10. 10. Data & Insights Personal Donations doitinadress.com/gregbeazley 10
  11. 11. Donations by Value $ Key Analysis: • 108 donations in total • 5 primary donation amounts in this data: $10, $25, $35, $50 and $100 • This result correlates to the hover text that appears when entering the donation amount on doitinadress.com • Using hover text to contextualise a donation helps to increase donation value 11
  12. 12. Donations by Gender & Value $ Key Analysis: • Females dominated the overall donation value: 54% Female ($3,230), 43% Male ($2,535), 3% event donations • Males made 31% more $50 donations than females • Thoughts on whether gender plays a part in donation value is in speculation. Further analysis during SIAD14 will need to take place 12
  13. 13. Donations by Time & Value $ Key Analysis: • 69% of donations were made between 12pm - 12am and 31% of donations were made between 12am - 12pm • Donation volume increased around ~9am, after lunch time ~2pm and after work (5pm to 9pm) • These results align with a study by Vitrue that showed: • The three biggest usage spikes tend to occur on weekdays at 11am, 3pm and 8pm • The biggest spike occurs at 3pm on weekdays • 7pm was the most profitable hour with $600 from 5 donations. 9am and 2pm followed with $605 from 7 donations and $595 from 8 donations 13
  14. 14. Donations by Month & Value $ Key Analysis: • Almost 60% of all donations were generated during October • This result aligns wit the increased level of marketing activity around the time leading up to the event • On many occasions people would say "I will donate, but remind me closer to the date" or "Is it too late to still donate?”, suggesting that it was of low priority to them at the time, but they were still very supportive towards the cause 14
  15. 15. Male vs Female Donations $ by Age Group Key Analysis: • 38% of donations came from people between the age of 26 and 30 years old • The largest cluster of donations (26-35 years old) made up almost 66% of all donations (ie. $5,946) • These results correlate to the age groups that make up the majority of Greg Beazley’s friends on Facebook 15
  16. 16. Key Learnings • Hover text that contextualise donation values help increase donations • Focus marketing efforts towards the female demographic, since they donated 11% more than Males • Publish marketing messages around 9am, 2pm, 5pm and 7pm • Creating Memes helped create better engagement and awareness than standard text posts • Highly targeted smaller groups of people are more profitable than larger less targeted groups 16 • Walking the streets of Sydney in a dress was more profitable than any other donation driver • Move the Event time to start after 10:30am to increase possible attendance • Don’t rely on Partnerships to donate money. Leverage their network and services instead • TV and Newspaper appearances are more beneficial for awareness than driving registrations or donations
  17. 17. Special Thanks • David Dixon and Chantelle Baxter, founders of One Girl and Do It In A Dress • Will Scully-Power, Managing Director of Datarati and founder of awesomearati.com • Jaydon Cabe and Simon Harrington for donating their time and being the official Surfers In A Dress photographers • Nic Claase for raising over $1,500 for the team • Ryan Pawell for appearing on National Television in a dress and promoting SIAD through UNSW • Si Muddell for providing strategic advice on how to deliver a successful event • The SIAD13 team: Nic, Ed, Gezza, Franca, Gibbsy, Amber, Rhys, Bernie, Monika, Captain, Jaydon and Ambre • Grant Trebilco and Sam Schumacher, founders of OneWave • Everyone who donated to the cause and attended the event 17
  18. 18. Connect. /in/gregbeazley gregbeazley.com @gregbeazley gregbeazley@gmail.com facebook.com/surfersinadress

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