#SM4NP @KimbiaInc @DigitalDonorSOCIAL FUNDRAISING STRATEGYAND SUCCESS STORIESDAN GILLETT AND TIM KACHURIAK, KIMBIA INC.How...
Social Fundraising Success Stories                   Dan Gillett, CEO Kimbia                                @KimbiaInc
Success Story
Facebook Acquisition
ResultsGo Red for Women• 110,000+ acquisitions in Facebook• 50% increase in Facebook likes• Cost per Facebook acquisition ...
Success Story
GiveBIG San Diego
Twitter Reach
Results• $2.1 million dollars raised in 36 hours• 3rd highest Twitter trend in local market• 25% new donors to nonprofits•...
Social Fundraising Strategies        Tim Kachuriak, Consultant Kimbia                          @DigitalDonor
Slide: 12
Slide: 13
Slide: 14
Slide: 15
+   +   +
Slide: 17
Success Story
Intensely Personalized Postcard              Slide: 19
Personalized URL (PURL)          Slide: 20
Daily Engagement Opportunity             Slide: 21
Interactive User Experience            Slide: 22
Interactive User Experience            Slide: 23
Incentive to Share With Friends              Slide: 24
Personalized Recruitment Email              Slide: 25
Real-Time Scoring       Slide: 26
The Learnings
The KMA Bowl: Results         Slide: 28
Average Tree – Highest            Individual EngagementSlide: 29
Deepest Tree – 12 DegreesSlide: 30
“Ferris Wheeler”                               Widest Tree – Winning Team                   Slide: 31
The KMA Bowl: The Results• 18% - Response Rate - Post Card• 2,087% - Increase in Response Through Social           Media• ...
Optimization Methodology                                ome = rv(of + i) – (f + a)                   ome = online marketin...
Optimization Methodology                                ome = rv(of + i) – (f + a)                   ome = online marketin...
INTERNAL RELEVANCE:                                  •Name Personalization                                  • Organization...
IncentiveNonprofit Incentive:                        User Incentive:   – Most points wins     $5,000 donation             ...
Keys Principles• Start by defining the ultimate goal   – KMA Bowl: Generate excitement for new capabilities• Look to the d...
Success Story
Moody Radio Strategic Goals• Name and Email Acquisition    Empower existing constituents and donors to recruit others   ...
The Moody “Virtual Marathon”• An Incentivized Viral Acquisition Campaign designed  to create excitement for Moody and the ...
Key Strategic Insights1. Leveraging Social Media to Grow Your Email Lists2. Engagement Halo Effect of Social Gaming3. Down...
Key Strategic Insights1. Leveraging Social Media to Grow Your Email   Lists2. Engagement Halo Effect of Social Gaming3. Do...
Capturing Emails With Social Media
Key Strategic Insights1. Leveraging Social Media to Grow Your Email Lists2. Engagement Halo Effect of Social Gaming3. Down...
Engagement Halo Effect of Social Media70.00%60.00%50.00%40.00%30.00%20.00%                                                ...
Key Strategic Insights1. Leveraging Social Media to Grow Your Email Lists2. Engagement Halo Effect of Social Gaming3. Down...
Downstream Power of RecruitingStarting with one person, who found the site through an organic Google search…         60 Re...
Things That You Can Do Tomorrow1. Get to know your audience  a) What do your web site visitors like?  b) Quantcast data  c...
Questions?@KimbiaInc@DigitalDonor                         Slide: 56
Dan Gillett & Tim Kachuriak - Social Fundraising Strategy and Success Stories
Dan Gillett & Tim Kachuriak - Social Fundraising Strategy and Success Stories
Dan Gillett & Tim Kachuriak - Social Fundraising Strategy and Success Stories
Dan Gillett & Tim Kachuriak - Social Fundraising Strategy and Success Stories
Dan Gillett & Tim Kachuriak - Social Fundraising Strategy and Success Stories
Dan Gillett & Tim Kachuriak - Social Fundraising Strategy and Success Stories
Dan Gillett & Tim Kachuriak - Social Fundraising Strategy and Success Stories
Dan Gillett & Tim Kachuriak - Social Fundraising Strategy and Success Stories
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Dan Gillett & Tim Kachuriak - Social Fundraising Strategy and Success Stories

  1. 1. #SM4NP @KimbiaInc @DigitalDonorSOCIAL FUNDRAISING STRATEGYAND SUCCESS STORIESDAN GILLETT AND TIM KACHURIAK, KIMBIA INC.How Nonprofits Can Leverage Social Media to Acquire NewRelationships, Convert New Donors, and Raise More Dollars
  2. 2. Social Fundraising Success Stories Dan Gillett, CEO Kimbia @KimbiaInc
  3. 3. Success Story
  4. 4. Facebook Acquisition
  5. 5. ResultsGo Red for Women• 110,000+ acquisitions in Facebook• 50% increase in Facebook likes• Cost per Facebook acquisition $1.44
  6. 6. Success Story
  7. 7. GiveBIG San Diego
  8. 8. Twitter Reach
  9. 9. Results• $2.1 million dollars raised in 36 hours• 3rd highest Twitter trend in local market• 25% new donors to nonprofits• 247,000 search results on Google post event• Donations from 48 states & 7 countries
  10. 10. Social Fundraising Strategies Tim Kachuriak, Consultant Kimbia @DigitalDonor
  11. 11. Slide: 12
  12. 12. Slide: 13
  13. 13. Slide: 14
  14. 14. Slide: 15
  15. 15. + + +
  16. 16. Slide: 17
  17. 17. Success Story
  18. 18. Intensely Personalized Postcard Slide: 19
  19. 19. Personalized URL (PURL) Slide: 20
  20. 20. Daily Engagement Opportunity Slide: 21
  21. 21. Interactive User Experience Slide: 22
  22. 22. Interactive User Experience Slide: 23
  23. 23. Incentive to Share With Friends Slide: 24
  24. 24. Personalized Recruitment Email Slide: 25
  25. 25. Real-Time Scoring Slide: 26
  26. 26. The Learnings
  27. 27. The KMA Bowl: Results Slide: 28
  28. 28. Average Tree – Highest Individual EngagementSlide: 29
  29. 29. Deepest Tree – 12 DegreesSlide: 30
  30. 30. “Ferris Wheeler” Widest Tree – Winning Team Slide: 31
  31. 31. The KMA Bowl: The Results• 18% - Response Rate - Post Card• 2,087% - Increase in Response Through Social Media• 408% - Total Effective DM Response Rate• 12 degrees - Sharing penetration Slide: 32
  32. 32. Optimization Methodology ome = rv(of + i) – (f + a) ome = online marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the processCopyright © MECLABS (adapted)
  33. 33. Optimization Methodology ome = rv(of + i) – (f + a) ome = online marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the processCopyright © MECLABS (adapted)
  34. 34. INTERNAL RELEVANCE: •Name Personalization • Organization • Favorite TeamEXTERNAL RELEVANCE:• Super Bowl Week Slide: 35
  35. 35. IncentiveNonprofit Incentive: User Incentive: – Most points wins $5,000 donation – Most individual yards – The more players, the wins an iPad 3G faster your team racks up points – You can only call one – Drives users to share play per day with friends and – Drives users to visit site recruit as many players as possible every day to rack up the most yards as possible Slide: 36
  36. 36. Keys Principles• Start by defining the ultimate goal – KMA Bowl: Generate excitement for new capabilities• Look to the data to determine relevance – Internal Relevance: applied through segmentation – External Relevance: applied across segments• Lead with an idea that is not about you• Develop incentives to drive the right actions• Social integration is the key ingredient Slide: 37
  37. 37. Success Story
  38. 38. Moody Radio Strategic Goals• Name and Email Acquisition  Empower existing constituents and donors to recruit others  Engage current radio listeners  Capture email addresses for existing donors and friends• Community Outreach and Involvement  Encourage and reward “racers” to visit local business  Develop partnerships with local businesses to promote the event• Market Research  Capture demographic and psychographic data• Brand Engagement  Introduce “racers” to full suite of Moody web resources• Enhanced Brand Positioning  Provides an example of Moody’s innovation to marketplace
  39. 39. The Moody “Virtual Marathon”• An Incentivized Viral Acquisition Campaign designed to create excitement for Moody and the local community  Designed to target and empower the “Connected Authorities”• Crafted to target the ideal target audience based on Scarborough Research  Women 44+  Spend 10+ hours per week online  More likely to visit social networking sites  Interested in jogging and running
  40. 40. Key Strategic Insights1. Leveraging Social Media to Grow Your Email Lists2. Engagement Halo Effect of Social Gaming3. Downstream Power of Recruiting
  41. 41. Key Strategic Insights1. Leveraging Social Media to Grow Your Email Lists2. Engagement Halo Effect of Social Gaming3. Downstream Power of Recruiting
  42. 42. Capturing Emails With Social Media
  43. 43. Key Strategic Insights1. Leveraging Social Media to Grow Your Email Lists2. Engagement Halo Effect of Social Gaming3. Downstream Power of Recruiting
  44. 44. Engagement Halo Effect of Social Media70.00%60.00%50.00%40.00%30.00%20.00% NPO Open10.00% 19% 0.00% NPO Click 1 2 3 4 5 6 8 9 10 11 12 13 15 16 17 18 19 20 22 23 1.7% Daily Emails Open Rate Click Rate Poly. (Open Rate)
  45. 45. Key Strategic Insights1. Leveraging Social Media to Grow Your Email Lists2. Engagement Halo Effect of Social Gaming3. Downstream Power of Recruiting
  46. 46. Downstream Power of RecruitingStarting with one person, who found the site through an organic Google search… 60 Recruits 90 Recruits 522 Recruits 458 Recruits 1,131 Participants
  47. 47. Things That You Can Do Tomorrow1. Get to know your audience a) What do your web site visitors like? b) Quantcast data c) Facebook Insights2. Develop an *idea* that resonates with your audience a) Goal is to be loved, not liked b) You are in the inspiration business!3. Testing trumps best practices a) Get acquainted with failure b) Become a marketing philosopher
  48. 48. Questions?@KimbiaInc@DigitalDonor Slide: 56

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