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Social Media for fundraising<br />Rachel Beer<br />Founding Partner<br />8 February 2011<br />
Centrepoint:Virtual Gifts<br />
Integrated campaign<br />On and offline<br />Online display advertising<br />Offline display advertising<br />Mailing to e...
Social media integration<br />Within site<br />For givers<br />And recipients<br />Within email comms<br />Marketing<br />...
Barnardo’s:Real Gifts<br />Allow supporters to share from emails<br />Creates another point of engagement<br />Shows who e...
Facebook application<br />
Twitter<br />
October & November<br />October saw a steady rise of followers on Twitter as Centrepoint began to tweet more<br />We monit...
We avoided cramming CP Twitter profile with ‘More than a gift’ tweets as this is unlikely to engage followers, and may als...
Continued to monitor searches, including ‘Charity and Gift’ and trending topics, seeking opportunities to create conversat...
Continued to engage with @centrepointuk Twitter community, including thank yous, retweets and conversational tweets</li></...
Twitter conversations<br />Outreach to bloggers supporting Centrepoint also allowed for a more natural discussion surround...
Twitter conversations<br />Conversations on Twitter lead to More than a gift purchases – which followers were keen to shar...
Twitter conversations<br />Retweeting supporters messages, thanking them and continuing <br />the conversation. <br />
Twitter conversations<br />Included relevant hashtags so @centrepointuk, and More than a Gift, <br />featured in popular s...
Twitter conversations<br />Included relevant trending topics so @centrepointuk featured in popular <br />searches, as well...
People loved the site . . .<br />
Twibbon<br />139 people added a Twibbon on Facebook and Twitter. We <br />followed all those who added and thanked them. <...
Results<br />
Top 10 traffic sources<br />Direct<br />Google Adwords<br />Facebook app<br />PR referral link<br />Ebay<br />Display adve...
Top referring sites<br />No.1:	Facebook app<br />No.5:	Facebook referrals<br />No.10:	Twitter<br />
Twitter  <br />October:<br />Followers: 129<br />Following: 56<br />Tweets: 82<br />Rank: 1,481,366<br />Twitter Grader sc...
Facebook<br />Significant rise in Facebook fans<br /><ul><li>Currently at 3,766 fans up from 948 on October 1
Likely due to Facebook advertising
Opportunity to engage with Facebook fans in 2011 and ongoing – and to convert to donors</li></ul>‘More than a gift’ promot...
Facebook – Top tabs<br />
Facebook ‘Likes’<br />	More than a meal: 			148<br />	More than a gift voucher: 		16<br />	More than a chance to freshen u...
Income <br />23% above target <br />Approximately 58% above income generated in 2009<br />
Visitors to site<br />Significant uplift seen across:<br /><ul><li>Unique visitors
6.2% increase from 2009
Page views
49% increase from 2009
Bounce rate
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Social Media Week charity fundraising presentation 8 Feb 2011

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Social Media Week charity fundraising presentation 8 Feb 2011

  1. 1. Social Media for fundraising<br />Rachel Beer<br />Founding Partner<br />8 February 2011<br />
  2. 2. Centrepoint:Virtual Gifts<br />
  3. 3.
  4. 4. Integrated campaign<br />On and offline<br />Online display advertising<br />Offline display advertising<br />Mailing to existing donors<br />Radio advertising<br />Adwords<br />Social media<br />Facebook: tab, advertising and donation app<br />Twitter: outreach and engagement<br />Twibbon: with donation integration<br />
  5. 5. Social media integration<br />Within site<br />For givers<br />And recipients<br />Within email comms<br />Marketing<br />To existing donors<br />Fulfilment<br />Givers<br />Recipients<br />
  6. 6.
  7. 7.
  8. 8. Barnardo’s:Real Gifts<br />Allow supporters to share from emails<br />Creates another point of engagement<br />Shows who else has shared<br />Spreads through supporters’ social graphs<br />
  9. 9. Facebook application<br />
  10. 10. Twitter<br />
  11. 11. October & November<br />October saw a steady rise of followers on Twitter as Centrepoint began to tweet more<br />We monitored Centrepoint activity, and tweeted ‘More than a gift’ messaging when appropriate <br /><ul><li>Where CP was less active on Twitter, we used this time to monitor ‘Centrepoint’ searches
  12. 12. We avoided cramming CP Twitter profile with ‘More than a gift’ tweets as this is unlikely to engage followers, and may also appear as spam</li></li></ul><li>December <br />During December:<br /><ul><li>Maximised outreach across social channels as offer became more seasonally relevant
  13. 13. Continued to monitor searches, including ‘Charity and Gift’ and trending topics, seeking opportunities to create conversation around Christmas and Centrepoint gifts
  14. 14. Continued to engage with @centrepointuk Twitter community, including thank yous, retweets and conversational tweets</li></li></ul><li>Twitter conversations<br />
  15. 15. Twitter conversations<br />Outreach to bloggers supporting Centrepoint also allowed for a more natural discussion surrounding the charities mission. <br />
  16. 16. Twitter conversations<br />Conversations on Twitter lead to More than a gift purchases – which followers were keen to share!<br />
  17. 17. Twitter conversations<br />Retweeting supporters messages, thanking them and continuing <br />the conversation. <br />
  18. 18. Twitter conversations<br />Included relevant hashtags so @centrepointuk, and More than a Gift, <br />featured in popular searches.<br />
  19. 19. Twitter conversations<br />Included relevant trending topics so @centrepointuk featured in popular <br />searches, as well as creating opportunities for Christmas conversations. <br />
  20. 20. People loved the site . . .<br />
  21. 21. Twibbon<br />139 people added a Twibbon on Facebook and Twitter. We <br />followed all those who added and thanked them. <br />
  22. 22. Results<br />
  23. 23. Top 10 traffic sources<br />Direct<br />Google Adwords<br />Facebook app<br />PR referral link<br />Ebay<br />Display advertising<br />Facebook referral<br />Display advertising<br />Charity’s own site<br />Google organic<br />
  24. 24. Top referring sites<br />No.1: Facebook app<br />No.5: Facebook referrals<br />No.10: Twitter<br />
  25. 25. Twitter <br />October:<br />Followers: 129<br />Following: 56<br />Tweets: 82<br />Rank: 1,481,366<br />Twitter Grader score: 81 <br />January:<br />Followers:755<br />Following: 874<br />Updates: 420<br />Rank: 538,425<br />Twitter Grader score: 94<br />
  26. 26. Facebook<br />Significant rise in Facebook fans<br /><ul><li>Currently at 3,766 fans up from 948 on October 1
  27. 27. Likely due to Facebook advertising
  28. 28. Opportunity to engage with Facebook fans in 2011 and ongoing – and to convert to donors</li></ul>‘More than a gift’ promoted as last minute gift opportunity, directing visitors to the application<br />Top Facebook tab views in page<br />95 new donors<br />
  29. 29. Facebook – Top tabs<br />
  30. 30. Facebook ‘Likes’<br /> More than a meal: 148<br /> More than a gift voucher: 16<br /> More than a chance to freshen up: 41<br /> More than books: 21<br /> More than baby clothes: 21<br /> More than a bed for the night: 119<br /> More than an emergency kit: 14<br /> More than a room: 12<br /> More than the rent: 4<br />Facebook app: 494<br /> TOTAL 890 <br />
  31. 31. Income <br />23% above target <br />Approximately 58% above income generated in 2009<br />
  32. 32. Visitors to site<br />Significant uplift seen across:<br /><ul><li>Unique visitors
  33. 33. 6.2% increase from 2009
  34. 34. Page views
  35. 35. 49% increase from 2009
  36. 36. Bounce rate
  37. 37. Reduced by 19.1% from 2009
  38. 38. Average time on site
  39. 39. 145% increase from 2009</li></ul>*As of Tuesday 3 January 2011<br />
  40. 40. Conversion rate<br />The conversion rate was increased by 5.4% - almost 4 times better than 2009<br />
  41. 41. Insights & learnings<br />
  42. 42. We learned…<br />Main income drivers: More traditional channels<br />We must remember that these have been extensively tried and tested over several years<br />Social media may increase engagement and contribute to increased dwell time and conversions on site<br />Social media buzz may contribute to the high number of direct referrals<br />But it was part of a sophisticated mix<br />Facebook donation app showed promise – but conversions were quite low<br />1st charity donation app in the UK, so ahead of the curve? <br />
  43. 43. The old adage…<br />You can’t have them all!<br />
  44. 44. Our rule of social media…<br />You need these to be balanced<br />OR<br />What you are lacking in one, you must compensate for with the other two<br />
  45. 45. What else makes social media work hard… ?<br />
  46. 46. 10 Commandments of Viral<br />Urgent<br />Interesting<br />Controversial<br />Outcome-focused<br />Topical<br />Shocking<br />Funny or cute<br />Exciting<br />Intriguing<br />Personal<br />

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