Dan Gillett & Tim Kachuriak - Social Fundraising Strategy & Success Stories

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Dan Gillett & Tim Kachuriak - Social Fundraising Strategy & 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+acquisi>onsinFacebook• 50%increaseinFacebooklikes• CostperFacebookacquisi>on$1.44
  6. 6. Success Story
  7. 7. GiveBIG San Diego
  8. 8. Twitter Reach
  9. 9. Results• $2.1milliondollarsraisedin36hours• 3rdhighestTwiOertrendinlocalmarket• 25%newdonorstononprofits• 247,000searchresultsonGooglepostevent• Dona>onsfrom48states&7countries
  10. 10. Social Fundraising Strategies Tim Kachuriak, Consultant Kimbia @DigitalDonor
  11. 11. Slide:13
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  16. 16. Slide:18
  17. 17. Success Story
  18. 18. Intensely Personalized Postcard Slide:20
  19. 19. Personalized URL (PURL) Slide:21
  20. 20. Daily Engagement Opportunity Slide:22
  21. 21. Interactive User Experience Slide:23
  22. 22. Interactive User Experience Slide:24
  23. 23. Incentive to Share With Friends Slide:25
  24. 24. Personalized Recruitment Email Slide:26
  25. 25. Real-Time Scoring Slide:27
  26. 26. The Learnings
  27. 27. The KMA Bowl: Results Slide:29
  28. 28. Average#Tree#–#Highest# Individual#Engagement#Slide:30
  29. 29. Deepest#Tree#–#12#Degrees#Slide:31
  30. 30. Widest#Tree#–#Winning#Team#Slide:32
  31. 31. The KMA Bowl: The Results• 26%YResponseRateYPostCardtoPURL• 2,087%YIncreaseinReach• 213%YTotalEffec>veDMResponseRate• 12degreesYSharingpenetra>on Slide:33
  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. INTERNALRELEVANCE: • NamePersonaliza>on • Organiza>on • FavoriteTeam EXTERNALRELEVANCE:• SuperBowlWeek Slide:36
  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:37
  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:38
  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# Open# 19%#10.00% NPO# 0.00% 1 2 3 4 5 6 8 9 10 11 12 13 15 16 17 18 19 20 22 23 Click# 1.7%# Daily#Emails# OpenRate ClickRate Poly.(OpenRate)
  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 RecruitingStar>ngwithoneperson,whofoundthesitethroughanorganicGooglesearch… 60#Recruits# 90#Recruits# 522#Recruits# 458#Recruits# 1,131 Par>cipants
  47. 47. Questions?@KimbiaInc#@DigitalDonor# Slide:56

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