1.
Using small wins to grow social
media revenue
Shoni Field – Director, Fundraising Operations and Innovation - BC SPCA

2.
 Online (passive) revenue was climbing but
‘spontaneous’ 2nd gift rate was low.
 Online solicitations (active) were
underperforming, contributing to low 2nd gift
rate, and had no mechanism to bring in new
donors.

3.
 Despite high engagement only 4.2% of our
35,000 likes on Facebook were donors.
 Had some success driving delayed revenue
through event registration, both actual and
virtual, but responses to solicitations were low
(ranging from 0-3% of donors)

4.
 Microsite with:
• Goal thermometer
• Leader board
• Peer to peer capacity
• Social sharing

5.
 E-blast series over campaign (5-6 weeks):
• Supporter list: 5-6 emails
• Peer to peer fundraisers: +2-3 coaching emails
• Donors: +1 (request to share)

6.
 Multi vehicle promotions:
• Physical: posters, sandwich board etc.
• Social media: Facebook cover photo,
Facebook/twitter posts
• Other online: website banner, email
signature, e-newsletter, online ads(?)
• Earned media
• Direct Mail tie in (on occasion)

7.
Dec. '11 Dec. '12 Dec. '13 Increase
Total Raised $ 3,715.00 $ 38,436.00 $ 78,055.00 2001%
Average Gift $ 69.00 $ 98.00 $ 187.00 171%
Visitors 1850 4622 4821 161%
Donors 54 392 660 1122%
Total New Donors 5 102 190 3700%
Saw huge revenue increase by:
• Making peer to peer the 1st ask
• Providing a ‘home’, with a goal

8.
People will give via FB when a
personal connection is made.
22% of gifts came from Facebook
Increased by
Revenue 49%
Entrants ($100+) 34%
Avg. Donation 12%
Avg. Raised/per
entrant 10%
# donors 43%

9.
People will give to a
‘local’ case when they
don’t live in the area
66% of donations came
from outside the
community

10.
 Having a ‘home’ for the campaign with a goal
was key to increasing revenue.
 Needed to make a personal connection to
stimulate facebook sourced giving.
 Geographic proximity to need wasn’t a factor.
 New donors coming in but weren’t
converting to other giving platforms.

11.
 Media releases 12-20 times a year
• Animals with unusual medical costs
 Challenges:
• More stories than capacity for media
releases.
• Donor discomfort with making gift to general giving
page, when inspired by one animal’s story.
 Personal connection, ongoing, ‘local’ stories
province-wide

12.
22 dogs (breeder surrender)
Medical costs = $27,000
Money raised = 11 days
Medical appeals for cats
increased from 13% to
43% of all stories.
Uka, $700 in 7 days
Donor: “I have respiratory
problems too, so I really
related to Uka.”
Campaign provides
platform to fundraise
for large cases, quickly.
In cruelty cases when we have
restrictions on fundraising , being
able to help fund medical care
gives a frustrated public an outlet.
Nelson, $1000 in 5 days

13.
• 34% new donors
• 28% of them made
2nd gift within 3
months.
Source of new donors
Facebook
spca.bc.ca
Email shares
Media links
Other
19%
18%
2%
27% 34%

14.
• 92% of existing
donors increased
their (Q1/2)
giving from
2013 to 2014
Changes in Giving Patterns
Stayed same
Down over 2013
Q1/2
Monthly donors
Lapsed Donors
37.2%
Giving 41.4% 

15.
 Quick gratification, clear impact
• Cats 6 day, Dogs 9 day (mean length)
• Donors get animal update when goal met
About a personal connection to an animal
rather than a transactional relationship with
an organization more comfortable sharing.

16.
 Group challenges to reintroduce peer to peer.
 Tele conversion campaign to get new donors
to monthly.
 Sign up for ‘alerts’ when case added.
Testing online advertising again.

17.
Shoni Field
sfield@spca.bc.ca
604-720-0541
Confession:
If you have questions, and want to contact
me, email will get better results than
LinkedIn, Twitter or Facebook!