The document discusses building an online fundraising program at a children's hospital with limited resources. It describes running Valentine's Day campaigns in 2011 and 2012 that grew the mailing list by 14-35% and increased donations from $2,306 to $5,135 through low-cost tactics like social sharing and follow up emails. The 2013 campaign plans to involve bloggers and better track and cultivate new supporters.

1. You Don't Have to Be Big to Be Strong: Building a Successful Online
Program When You've Got Few Resources, Not a Lot of Buy-in, and
Lots of Pressure to Demonstrate Success Yesterday
Margaret Cohen – Associate Director, E-Philanthropy
You don’t have to be big to be strong Slide 0

2. Children’s Hospital Foundation
What we’re up against
• Small house file
• Limited success with previous list-building efforts
• Lack of leadership buy-in
• Need to show ROI
• HIPAA
• Sensitivity to patients and families
• “Fundraising”
You don’t have to be big to be strong

3. SESSION TITLE Slide 2

5. SESSION TITLE Slide 4

6. Slide 5

7. Valentine’s Day 2011
Results
• 3,477 action takers
• 2,348 new names
• 14% list growth
• 75 donors
• $2,306
You don’t have to be big to be strong

8. Valentine’s Day 2012
If it ain’t broke, don’t fix it…

10. Valentine’s Day 2012
Results
• 8,426 action takers
• 6,555 new names
• Facebook share on landing page
• Email share on landing page, Children’s National posts on Facebook,
Twitter share on landing page
• 120 donors
• $5,135
• Highest source for donations: last-chance email to non-signers
• 35% list growth
You don’t have to be big to be strong

11. Valentine’s Day 2011 vs. 2012
List Growth
40%
35%
30%
25%
20%
15%
10%
5%
0%
2011 2012
You don’t have to be big to be strong Slide 10

12. Valentine’s Day 2011 vs. 2012
Donors
140
120
100
80
60
40
20
0
2011 2012
You don’t have to be big to be strong Slide 11

13. Valentine’s Day 2011 vs. 2012
Valentine's Day Comparison
2011 2012
8426
6555
$5,135
3477
2348 $2,306
Action takers New Names Donations
You don’t have to be big to be strong Slide 12

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27. Valentine’s Day 2013
• Pre-campaign blogger outreach
• Thank you strategy built in the campaign plan
• Specific plan for tracking/cultivating these signers and donors
all the way through EOY 2013.
You don’t have to be big to be strong Slide 26