Lessons Learned from Haiti: Mobilizing Your Supporters Using Social Media<br />Tuesday April 6, 2010<br />Frank Barry, Bla...
Agenda for Today’s Presentation<br />Speaker Introductions<br />International Fund for Animal Welfare Mission & Programs<b...
Lessons Learned from Haiti: Mobilizing Supporters with Social Media  <br />speakers<br />
Host<br />Frank Barry<br />Blackbaud, Managing Consultant<br />San Diego, CA<br />Frank.Barry@blackbaud.com<br />@franswaa...
Speakers<br />Jeff Patrick<br />Adrian Batt<br />President & Founder<br />Common Knowledge<br />San Francisco CA<br />JPat...
Mission and programs<br />International Fund for Animal Welfare<br />AB<br />
IFAW – Mission and Programs<br />Creating a better world for animals<br />    IFAW is supported by 1.2 million members wor...
Coalition: ARCH – Animal Relief Coalition for Haiti<br />IFAW, WSPA and 21 NGO’s on the ground in Haiti focused on a singl...
Disaster Relief fundraising architecture<br />IFAW<br />JP<br />
Online<br />Fundraising<br />Form<br />Organization<br />Website<br />Interstitial<br />Appeal<br />Animal Rescue Blog<br ...
Cross-Channel International Integrated Fundraising<br />Common branding & messaging across channels<br />Worldwide coordin...
How it worked<br />IFAW Haiti Disaster Relief Response<br />JP<br />
Website & interstitial<br />How it Worked<br />JP<br />
Web Site Homepage<br />JP<br />
Interstitial Appeal<br />AB<br />
Interstitial Appeal – A Closer Look<br />Consistent<br />Haiti Disaster<br />Campaign<br />Branding<br />Simple <br />mess...
Interstitial Appeal Sequence<br />Phase 1<br />Immediate<br />Phase 2<br />Work Started<br />Phase 3<br />Disaster no<br /...
Phase 3 Interstitial: Email Newsletter Signup<br />JP<br />
Online Fundraising Form<br />Consistent<br />Haiti Disaster<br />Campaign<br />Branding<br />Simple <br />messaging<br />d...
Email Direct response<br />How it Worked<br />AB<br />
Emails<br />AB<br />
Direct Mail <br />How it Worked<br />AB<br />
Direct Mail “ActionGram” Solicitation<br /><ul><li>Mailed to ~150,000 donors worldwide
Net Revenue of ~$300,000</li></ul>- Mailed to US, UK, Germany, Holland & France<br />AB<br />
Other Channels<br />Acquisition<br />AB<br />
CARE2 Chaperoned Email <br />CPM-based chaperoned donation appeal to 75,000 names<br />Generated an excellent response<br ...
Ifawanimal rescue blog<br />Social Media<br />JP<br />
Animal Rescue Blog – Haiti Disaster Posts<br />JP<br />
IFAW Animal Rescue Blog<br />Anchor<br />Haiti<br />Disaster<br />Relief<br />Appeal<br />JP<br />
Blog Title Sequence<br />Jan 22: IFAW Team Begins Move into Haiti<br />Jan 24: IFAW Haiti: Responders Land on the Ground<b...
Partners spread the news<br />ARCH Coalition<br />JP<br />
ARCH Partners Spread the News<br />American Veterinary Medical Association<br />AVMA (ARCH Partner) posts the IFAW YouTube...
ARCH Partner - ASPCA<br />JP<br />
Facebook page<br />IFAW Social Media	<br />JP<br />
IFAW Facebook Page<br />Facebook.com/IFAWHQ      12,845 Fans<br />Avg Likes per Post: 52   Avg Comments per Post: 16<br />...
IFAW Facebook Micro-Message Stream Example<br />JP<br />
IFAW Facebook Page: facebook.com/IFAWHQ<br />JP<br />
Internal resourcing<br />IFAW Social Media<br />JP<br />
IFAW Resourcing for Social Media<br />One (1) full-time employee under web team<br />Blogs<br />Posts to Facebook, Twitter...
Best practices<br />IFAW Social Media	<br />JP<br />
General Best Practices for Social Media Content<br />JP<br />
Fundraising Results<br />IFAW Disaster Response<br />AB<br />
Overall Fundraising Results<br />IFAW Countries Participating in Campaign:<br />US, Canada, Australia, UK, S. Africa, Fran...
Take-aways<br />IFAW Disaster Response<br />JP<br />
Big Takeaways for IFAW<br />ARCH coalition very effective: operations + fundraising<br />Care2: CPM chaperoned donation ap...
Upcoming SlideShare
Loading in …5
×

Lessons Learned from Haiti — Part 3: Mobilizing Your Supporters Using Social Media

1,672 views

Published on

This session discusses best practices and practical tips for leveraging social media for fundraising and outreach for disaster relief programs. The sessions takes an inside look at several programs; presents the tools and techniques for maximizing the potential of Facebook®, Twitter®, Flickr®, and YouTube®; and how best to connect these social media outposts to your mainstream outreach efforts.

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,672
On SlideShare
0
From Embeds
0
Number of Embeds
557
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Lessons Learned from Haiti — Part 3: Mobilizing Your Supporters Using Social Media

  1. 1. Lessons Learned from Haiti: Mobilizing Your Supporters Using Social Media<br />Tuesday April 6, 2010<br />Frank Barry, Blackbaud<br />Jeff Patrick, Common Knowledge<br />Adrian Batt, International Fund for Animal Welfare<br />
  2. 2. Agenda for Today’s Presentation<br />Speaker Introductions<br />International Fund for Animal Welfare Mission & Programs<br />Overview of IFAW’s Response to Haiti Disaster<br />Component Parts of IFAW’s Response<br />Web Site<br />Interstitial Page<br />Email<br />Social Media Channels<br />Results<br />Learnings & Recommendations<br />
  3. 3. Lessons Learned from Haiti: Mobilizing Supporters with Social Media <br />speakers<br />
  4. 4. Host<br />Frank Barry<br />Blackbaud, Managing Consultant<br />San Diego, CA<br />Frank.Barry@blackbaud.com<br />@franswaa on Twitter<br />
  5. 5. Speakers<br />Jeff Patrick<br />Adrian Batt<br />President & Founder<br />Common Knowledge<br />San Francisco CA<br />JPatrick@commonknow.com<br />Creative Director<br />International Fund for Animal Welfare<br />YarnouthPort, MA<br />Abatt@ifaw.org<br />FB<br />
  6. 6. Mission and programs<br />International Fund for Animal Welfare<br />AB<br />
  7. 7. IFAW – Mission and Programs<br />Creating a better world for animals<br /> IFAW is supported by 1.2 million members worldwide, who’s support makes it possible for IFAW to engage communities, government leaders, and like-minded organizations around the world and achieve lasting solutions to pressing animal welfare and conservation challenges-solutions that benefit both animals and people.<br />AB<br />
  8. 8. Coalition: ARCH – Animal Relief Coalition for Haiti<br />IFAW, WSPA and 21 NGO’s on the ground in Haiti focused on a single animal rescue effort<br />Independent fundraising initiatives by each NGO<br />Coalition collaborated to manage operations in Haiti<br />Allowed Haiti authorities to deal with one entity<br />Coalition raised the profile of rescue efforts in media<br />AB<br />
  9. 9. Disaster Relief fundraising architecture<br />IFAW<br />JP<br />
  10. 10. Online<br />Fundraising<br />Form<br />Organization<br />Website<br />Interstitial<br />Appeal<br />Animal Rescue Blog<br />Facebook<br />Twitter<br />Social<br />Media<br />YouTube<br />Prospects<br />& Donors<br />Email Direct Response<br />Architecture<br />JP<br />Direct Mail<br />
  11. 11. Cross-Channel International Integrated Fundraising<br />Common branding & messaging across channels<br />Worldwide coordinated campaign<br />Formal Program: US, Canada, UK, Australia, S Africa, France, Germany, Netherlands<br />Ad-hoc Contributions: Many other countries worldwide<br />Specific roles for each channel<br />Social Media: Tell the Story; Fan Acquisition; Stewardship; Referral<br />Email Direct Response: Appeals; Stewardship<br />Direct Mail: Appeals<br />Web Site: Tell the Story; Referral<br />Interstitial: E-Subscriber Acquisition; Appeals<br />Carefully crafted click streams<br />JP<br />
  12. 12. How it worked<br />IFAW Haiti Disaster Relief Response<br />JP<br />
  13. 13. Website & interstitial<br />How it Worked<br />JP<br />
  14. 14. Web Site Homepage<br />JP<br />
  15. 15. Interstitial Appeal<br />AB<br />
  16. 16. Interstitial Appeal – A Closer Look<br />Consistent<br />Haiti Disaster<br />Campaign<br />Branding<br />Simple <br />messaging<br />demonstrating<br />the need and<br />benefits of the <br />visitor’s donation<br />Clear <br />Call-to-<br />Action<br />JP<br />Display Rules: “Aggressive” – shows for each “visit” to homepage <br />
  17. 17. Interstitial Appeal Sequence<br />Phase 1<br />Immediate<br />Phase 2<br />Work Started<br />Phase 3<br />Disaster no<br />longer “urgent”<br />Call-to-Action:<br />Give<br />Earthquake is in the headlines, response<br />And need is urgent, services not yet deployed<br />Media coverage is shifting from urgentresponse to on-going support.<br />Call-to-Action:<br />Give<br />Disaster is largely out of the news, less apparent urgency in public mind,IFAW still getting lots of referral trafficfrom partner sites<br />Call-to-Action:<br />Sign up for<br />Magazine &Enewsletter<br />AB<br />
  18. 18. Phase 3 Interstitial: Email Newsletter Signup<br />JP<br />
  19. 19. Online Fundraising Form<br />Consistent<br />Haiti Disaster<br />Campaign<br />Branding<br />Simple <br />messaging<br />demonstrating<br />the need and<br />benefits of the <br />visitor’s donation<br />JP<br />
  20. 20. Email Direct response<br />How it Worked<br />AB<br />
  21. 21. Emails<br />AB<br />
  22. 22. Direct Mail <br />How it Worked<br />AB<br />
  23. 23. Direct Mail “ActionGram” Solicitation<br /><ul><li>Mailed to ~150,000 donors worldwide
  24. 24. Net Revenue of ~$300,000</li></ul>- Mailed to US, UK, Germany, Holland & France<br />AB<br />
  25. 25. Other Channels<br />Acquisition<br />AB<br />
  26. 26. CARE2 Chaperoned Email <br />CPM-based chaperoned donation appeal to 75,000 names<br />Generated an excellent response<br />IFAW considers this the most effective acquisition tool available to them <br />Will be part of all future disaster relief efforts<br />AB<br />
  27. 27. Ifawanimal rescue blog<br />Social Media<br />JP<br />
  28. 28. Animal Rescue Blog – Haiti Disaster Posts<br />JP<br />
  29. 29. IFAW Animal Rescue Blog<br />Anchor<br />Haiti<br />Disaster<br />Relief<br />Appeal<br />JP<br />
  30. 30. Blog Title Sequence<br />Jan 22: IFAW Team Begins Move into Haiti<br />Jan 24: IFAW Haiti: Responders Land on the Ground<br />Jan 26: No end to the destruction in Haiti<br />Jan 29: IFAW Haiti: ARCH Teams Treat Dozens of Animals, Many More Need Help<br />Jan 30: IFAW Haiti: The Work for Animals Continues in Port-au-Prince<br />Jan 31: IFAW Haiti: A Long But Valuable Day for Animals<br />Feb 2: Lassie Gets Lucky<br />Feb 3: IFAW Haiti: IFAW’s Dr. Dick Green Recounts Some Remarkable Stories from the Front Lines of the Disaster<br />JP<br />
  31. 31. Partners spread the news<br />ARCH Coalition<br />JP<br />
  32. 32. ARCH Partners Spread the News<br />American Veterinary Medical Association<br />AVMA (ARCH Partner) posts the IFAW YouTube video to their News website section.<br />JP<br />
  33. 33. ARCH Partner - ASPCA<br />JP<br />
  34. 34. Facebook page<br />IFAW Social Media <br />JP<br />
  35. 35. IFAW Facebook Page<br />Facebook.com/IFAWHQ 12,845 Fans<br />Avg Likes per Post: 52 Avg Comments per Post: 16<br />JP<br />
  36. 36. IFAW Facebook Micro-Message Stream Example<br />JP<br />
  37. 37. IFAW Facebook Page: facebook.com/IFAWHQ<br />JP<br />
  38. 38. Internal resourcing<br />IFAW Social Media<br />JP<br />
  39. 39. IFAW Resourcing for Social Media<br />One (1) full-time employee under web team<br />Blogs<br />Posts to Facebook, Twitter<br />Video recording, editing, posting (YouTube)<br />Photos <br />Other special projects<br />Supported by program team with:<br />Field reports<br />Photos<br />Information updates<br />JP<br />
  40. 40. Best practices<br />IFAW Social Media <br />JP<br />
  41. 41. General Best Practices for Social Media Content<br />JP<br />
  42. 42. Fundraising Results<br />IFAW Disaster Response<br />AB<br />
  43. 43. Overall Fundraising Results<br />IFAW Countries Participating in Campaign:<br />US, Canada, Australia, UK, S. Africa, France, Germany, Netherlands<br />Ad-hoc gifts from other countries<br />Total $$ Raised: ~$1,000,000 worldwide <br />$400K online<br />$330K direct mail<br />$300K other (major donors, corporate partners)<br />Impact of Social Media <br />Soft ROI – supported email and direct mail fundraising via acquisition and cultivation<br />AB<br />
  44. 44. Take-aways<br />IFAW Disaster Response<br />JP<br />
  45. 45. Big Takeaways for IFAW<br />ARCH coalition very effective: operations + fundraising<br />Care2: CPM chaperoned donation appeal very effective<br />Careful regarding restricted donation funds: IFAW allocated donations to “Emergency Response” not uniquely Haiti<br />Tune fundraising appeals to response and circumstances – don’t get greedy<br />IFAW emergency response team supported fundraising<br />AB<br />
  46. 46. Questions?<br />Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/<br />

×