This session discusses best practices and practical tips for leveraging social media for fundraising and outreach for disaster relief programs. The sessions takes an inside look at several programs; presents the tools and techniques for maximizing the potential of Facebook®, Twitter®, Flickr®, and YouTube®; and how best to connect these social media outposts to your mainstream outreach efforts.

1. Lessons Learned from Haiti: Mobilizing Your Supporters Using Social Media Tuesday April 6, 2010 Frank Barry, Blackbaud Jeff Patrick, Common Knowledge Adrian Batt, International Fund for Animal Welfare

2. Agenda for Today’s Presentation Speaker Introductions International Fund for Animal Welfare Mission & Programs Overview of IFAW’s Response to Haiti Disaster Component Parts of IFAW’s Response Web Site Interstitial Page Email Social Media Channels Results Learnings & Recommendations

3. Lessons Learned from Haiti: Mobilizing Supporters with Social Media speakers

4. Host Frank Barry Blackbaud, Managing Consultant San Diego, CA Frank.Barry@blackbaud.com @franswaa on Twitter

5. Speakers Jeff Patrick Adrian Batt President & Founder Common Knowledge San Francisco CA JPatrick@commonknow.com Creative Director International Fund for Animal Welfare YarnouthPort, MA Abatt@ifaw.org FB

6. Mission and programs International Fund for Animal Welfare AB

7. IFAW – Mission and Programs Creating a better world for animals IFAW is supported by 1.2 million members worldwide, who’s support makes it possible for IFAW to engage communities, government leaders, and like-minded organizations around the world and achieve lasting solutions to pressing animal welfare and conservation challenges-solutions that benefit both animals and people. AB

8. Coalition: ARCH – Animal Relief Coalition for Haiti IFAW, WSPA and 21 NGO’s on the ground in Haiti focused on a single animal rescue effort Independent fundraising initiatives by each NGO Coalition collaborated to manage operations in Haiti Allowed Haiti authorities to deal with one entity Coalition raised the profile of rescue efforts in media AB

9. Disaster Relief fundraising architecture IFAW JP

10. Online Fundraising Form Organization Website Interstitial Appeal Animal Rescue Blog Facebook Twitter Social Media YouTube Prospects & Donors Email Direct Response Architecture JP Direct Mail

11. Cross-Channel International Integrated Fundraising Common branding & messaging across channels Worldwide coordinated campaign Formal Program: US, Canada, UK, Australia, S Africa, France, Germany, Netherlands Ad-hoc Contributions: Many other countries worldwide Specific roles for each channel Social Media: Tell the Story; Fan Acquisition; Stewardship; Referral Email Direct Response: Appeals; Stewardship Direct Mail: Appeals Web Site: Tell the Story; Referral Interstitial: E-Subscriber Acquisition; Appeals Carefully crafted click streams JP

12. How it worked IFAW Haiti Disaster Relief Response JP

13. Website & interstitial How it Worked JP

14. Web Site Homepage JP

15. Interstitial Appeal AB

16. Interstitial Appeal – A Closer Look Consistent Haiti Disaster Campaign Branding Simple messaging demonstrating the need and benefits of the visitor’s donation Clear Call-to- Action JP Display Rules: “Aggressive” – shows for each “visit” to homepage

17. Interstitial Appeal Sequence Phase 1 Immediate Phase 2 Work Started Phase 3 Disaster no longer “urgent” Call-to-Action: Give Earthquake is in the headlines, response And need is urgent, services not yet deployed Media coverage is shifting from urgentresponse to on-going support. Call-to-Action: Give Disaster is largely out of the news, less apparent urgency in public mind,IFAW still getting lots of referral trafficfrom partner sites Call-to-Action: Sign up for Magazine &Enewsletter AB

18. Phase 3 Interstitial: Email Newsletter Signup JP

19. Online Fundraising Form Consistent Haiti Disaster Campaign Branding Simple messaging demonstrating the need and benefits of the visitor’s donation JP

20. Email Direct response How it Worked AB

21. Emails AB

22. Direct Mail How it Worked AB

24. Net Revenue of ~$300,000- Mailed to US, UK, Germany, Holland & France AB

25. Other Channels Acquisition AB

26. CARE2 Chaperoned Email CPM-based chaperoned donation appeal to 75,000 names Generated an excellent response IFAW considers this the most effective acquisition tool available to them Will be part of all future disaster relief efforts AB

27. Ifawanimal rescue blog Social Media JP

28. Animal Rescue Blog – Haiti Disaster Posts JP

29. IFAW Animal Rescue Blog Anchor Haiti Disaster Relief Appeal JP

30. Blog Title Sequence Jan 22: IFAW Team Begins Move into Haiti Jan 24: IFAW Haiti: Responders Land on the Ground Jan 26: No end to the destruction in Haiti Jan 29: IFAW Haiti: ARCH Teams Treat Dozens of Animals, Many More Need Help Jan 30: IFAW Haiti: The Work for Animals Continues in Port-au-Prince Jan 31: IFAW Haiti: A Long But Valuable Day for Animals Feb 2: Lassie Gets Lucky Feb 3: IFAW Haiti: IFAW’s Dr. Dick Green Recounts Some Remarkable Stories from the Front Lines of the Disaster JP

31. Partners spread the news ARCH Coalition JP

32. ARCH Partners Spread the News American Veterinary Medical Association AVMA (ARCH Partner) posts the IFAW YouTube video to their News website section. JP

33. ARCH Partner - ASPCA JP

34. Facebook page IFAW Social Media JP

35. IFAW Facebook Page Facebook.com/IFAWHQ 12,845 Fans Avg Likes per Post: 52 Avg Comments per Post: 16 JP

36. IFAW Facebook Micro-Message Stream Example JP

37. IFAW Facebook Page: facebook.com/IFAWHQ JP

38. Internal resourcing IFAW Social Media JP

39. IFAW Resourcing for Social Media One (1) full-time employee under web team Blogs Posts to Facebook, Twitter Video recording, editing, posting (YouTube) Photos Other special projects Supported by program team with: Field reports Photos Information updates JP

40. Best practices IFAW Social Media JP

41. General Best Practices for Social Media Content JP

42. Fundraising Results IFAW Disaster Response AB

43. Overall Fundraising Results IFAW Countries Participating in Campaign: US, Canada, Australia, UK, S. Africa, France, Germany, Netherlands Ad-hoc gifts from other countries Total $$ Raised: ~$1,000,000 worldwide $400K online $330K direct mail $300K other (major donors, corporate partners) Impact of Social Media Soft ROI – supported email and direct mail fundraising via acquisition and cultivation AB

44. Take-aways IFAW Disaster Response JP

45. Big Takeaways for IFAW ARCH coalition very effective: operations + fundraising Care2: CPM chaperoned donation appeal very effective Careful regarding restricted donation funds: IFAW allocated donations to “Emergency Response” not uniquely Haiti Tune fundraising appeals to response and circumstances – don’t get greedy IFAW emergency response team supported fundraising AB

46. Questions? Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/