Lessons Learned from a 24 Hour Live Telethon (For Marketers)
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Staying awake for 24 hours is challenging enough... but staying awake and holding a live streaming internet fundraiser takes the challenge to a whole new level! This presentation shares key takeaways for marketers. Presented at the Triangle Marketing Club, September 22, 2015
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Lessons Learned from a 24 Hour Live Telethon (For Marketers)
- 2. INTRODUCTION Jen Newmeyer Digital Media Manager Food Bank of Central & Eastern NC @CharityJen @FoodBankCENC #TMCtonight
- 4. A live streaming fundraiser for hunger relief.
- 6. Bandwidth
- 10. Stories, Behind-The- Scenes, Fun Activities!
- 11. Work with folks that align with your mission
- 13. Stay focused on your goal!
- 16. Food Bank Campaign Toolbox Website: Landing Page Donation Form Registration Page Unique Domain Social Media Twitter Facebook Instagram Flickr Vine YouTube Storify Digital Ads: Google Ads Facebook Ads Twitter Ads Traditional Media: Press Releases Radio Ads Print Ads Digital Coverage: Email Series Blog Social Media Ambassadors Other: Branding Flyers Banners Hashtags Swag 3rd Party Event Listings Press Conference #TMCtonight
- 24. THANK YOU! Jen Newmeyer @CharityJen Food Bank @FoodBankCENC Telethon foodbank24.org #TMCtonight
Editor's Notes
- -Features a string of interviews, activities, and volunteer opportunities -Airs from our Raleigh warehouse -Hosted by Gregory Ng, Food Bank social media ambassador and CMO of Brooks Bell. -Now in our fourth year
- The first year we broadcast over the T1 lines, only 1.5 mbps, and held our breath. Second year we budgeted for Ethernet, 40-45 mbps
- Google Hangouts: interactive, people can join the conversation Ustream: has commercials, paid account is expensive for large/long broadcasts Google Hangouts on Air: free, no commercials, published to YouTube at conclusion
- Single host: laptop with webcam will work fine Two individuals: recommend a mic and webcam Larger participation: need a mic and camera
- Target your audience: what’s interesting to your viewers? We alternate content: stories, behind-the-scenes, fun activities
- In year 3, we culled the database for sponsors. Didn’t work. Why? They don’t understand digital. Work with folks that get it.
- Create a schedule but be flexible.
- Don’t lose sight of your objectives. In year 1, we were so focused on the content and guests that we practically forgot about tracking the donations.
- Use analytics to drive smart decisions. Based on our analysis, we cut a few major events like the food truck rodeo and midnight madness volunteer event.
- Evaluate what’s in your toolbox to make smart marketing decisions.
- Bring in the troops to get the word out. We use social media ambassadors!
- For us, email is king. Launch email, call to action was donate. 13.9% open rate and $1,700 in gifts Reminder email, call to action was to watch. 12.2% open rate, $800 in gifts 3-part quick update during show, call to action was donate. 13.9% open rate, $7,200 in gifts. Results email, 12.5% open rate.
- Facebook Stategies: 10 days prior, facebook ads with rotating images. Cost $177. 58,000 impressions, 3K reach, 271 engagement, 10 new page likes. During event, 3 boosted posts. Cost $19 Total 1,400 reach, 160 post engagements
- Twitter is our main platform. 422 tweets over the 24 hour period. 758% engagement increase over last month.
- Not reaching goal does not mean failure. Donation form appears low this year but $15K in major gifts (3 of them) not renewed this eyar. Dig further: 47% more engagement via the # of donations.