A case study for a social media fundraising campaign for a nonprofit.

1. a caSe StUDy

2. SaFe HarBOr
november 12 Board meeting

3. SaFe HarBOr 2009
$10,000 corporate Sponsor

4. SaFe HarBOr SUPPOrt
350 email addresses
3,000 mailing addresses

5. $?$

6. we have seen a change in
marketing OPPOrtUnitieS.

7. $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
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$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

8. SOcial meDia
proved its influence
during the election and
got our attention.

9. Will tHiS WOrk
for Safe Harbor?

10. OUr target aUDience
Upstate women 18+

11. OBJectiveS
1. awareness
2. advocacy
3. Fundraising

13. OUr target aUDience?
65% - Upstate women 18+

14. 12.01.08
Facebook cause Page

17. 12.14.08
600 supporters on Facebook

18. 12.15.08-12.19.08
How much can we
raise in 5 days?

24. tHe reSUltS:
awareness - 2,500 visitors

25. tHe reSUltS:
awareness - 2,500 visitors
advocacy - 400 gave
1,500 supporters

26. tHe reSUltS:
awareness - 2,500 visitors
advocacy - 400 gave
1,500 supporters
Fundraising - $10,100

27. tHe reSUltS:
awareness - 2,500 visitors
advocacy - 400 gave
1,500 supporters
Fundraising - $10,100
rOi - measured over 2009

28. this was a
SOcial meDia SUcceSS

29. what does
reSearch tell uS?

30. 17,000 people
29 countries
16-54
ages
quot;When did we star t trusting strangers?quot; McCann Worldwide, Research 11.08

31. 2%
will trust the recommendations
of a stranger online before believing
claims in your paid advertising

32. 58%
actively participate in social media

33. 5%
post and share personal photographs

34. your online community

35. let us
helP you.

36. M A RKE TIN G RELE VA N C E .
chriS hill chris@hillmullikin.com
864.505.9556 www.hillmullikin.com