This document analyzes fundraising data from Kittens Inc.'s Facebook page from September 14-21, 2015. Key findings include: - Kittens Inc. raised $2,505 this year compared to $912 last year, a 174.67% increase. - Their Facebook reach and engagement (likes, shares, comments) significantly increased when regular posting began for North Texas Giving Day (NTXGD). - The most successful post types were countdown posts creating urgency and posts including heartwarming stories. - Increased fundraising is attributed to boosted Facebook presence during NTXGD.

1. All
data
was
taken
from
the
Kittens
Inc.
Facebook
Page
under
“Insights.”
The
data
is
from
September
14,
2015
–
September
21,
2015
Erin
Franc
Dr.
Julie
Haworth
MKT
3320
NTXGD
Results/Impact
Organization/Overview:
Kittens
Inc.
• Kittens
Inc.
is
a
local
kitten
rescue
made
up
of
2
women
who
want
to
save
as
many
kittens
as
possible.
They
have
around
75+
animals
in
foster
care
and
a
ton
of
“bottle
babies.”
I
was
only
able
to
get
into
contact
with
them
the
day
before
so
I
offered
to
post
to
their
Facebook
for
them
every
2-­‐3
hours.
Interpretation
of
Results:
• We
raised
$2,505
this
year
on
NTXGD.
Last
year
this
organization
made
$912.
• There
were
39
different
donors.
Last
year
they
had
38,
however,
since
those
names
were
being
held
by
Texas
Paw
Prints
I
am
sure
most
of
them
were
new
donors.
• Our
Facebook
reach
also
increased
tremendously
on
NTXGD
when
I
started
helping
them
verses
the
days
prior
that
I
was
not,
as
you
can
see
below:
Sep
14,
2015
Sep
15,
2015

2. All
data
was
taken
from
the
Kittens
Inc.
Facebook
Page
under
“Insights.”
The
data
is
from
September
14,
2015
–
September
21,
2015
• It
can
also
be
noted
that
100%
of
the
reach
was
organic.
• In
addition
to
our
post
reach,
our
Total
Reach
was
also
increased.
This
includes:
likes,
mentions,
posts
to
our
page
etc.
Results
are
shown
below:
Sep
16,
2015
Sep
17,
2015
NTXGD
Sep
15,
2015

3. All
data
was
taken
from
the
Kittens
Inc.
Facebook
Page
under
“Insights.”
The
data
is
from
September
14,
2015
–
September
21,
2015
• Our
Likes,
Shares,
and
Comments
on
our
posts
also
had
a
huge
spike
on
NTXGD,
as
seen
below:
Sep
16,
2015
Sep
17,
2015
NTXGD

4. All
data
was
taken
from
the
Kittens
Inc.
Facebook
Page
under
“Insights.”
The
data
is
from
September
14,
2015
–
September
21,
2015
• I
also
analyzed
the
performance
of
individual
posts.
The
most
successful
posts
appeared
to
be
the
“countdown”
posts
and
the
ones
with
a
heartwarming
story
attached.
These
posts
were
much
more
engaging
than
the
ones
that
were
only
text,
which
they
were
doing
up
until
NTXGD.
The
countdown
posts
created
a
sense
of
urgency
that
pushed
people
to
act
on
them.
The
story
posts
linked
a
face
to
the
organization
so
the
donors
knew
exactly
what
furry
friends
were
benefitting
from
their
donation.
Some
examples
are
below:

5. All
data
was
taken
from
the
Kittens
Inc.
Facebook
Page
under
“Insights.”
The
data
is
from
September
14,
2015
–
September
21,
2015

6. All
data
was
taken
from
the
Kittens
Inc.
Facebook
Page
under
“Insights.”
The
data
is
from
September
14,
2015
–
September
21,
2015
1

7. All
data
was
taken
from
the
Kittens
Inc.
Facebook
Page
under
“Insights.”
The
data
is
from
September
14,
2015
–
September
21,
2015
My
Impact:
• Since
we
raised
$2,505
this
year
verses
$912
last
year
I
was
able
to
help
them
reach
a
174.67%
increase
over
last
year.
Using
the
percent
change
formula
I
was
able
to
calculate
this
data.
(Difference
or
change
÷
original
number
X
100)
• The
post
reach
also
had
a
significant
percentage
increase
over
previous
days.
Using
data
from
3
days
prior
(for
the
previous
post
reach)
and
the
day
of
and
day
after
(for
my
impacted
post
reach)
we
get
that
there
was
a
2,788%
increase.
• Shares
of
posts
also
had
a
notable
increase
on
NTXGD
when
I
was
helping,
compared
to
when
I
was
not.
Using
data
from
3
days
prior
(for
the
previous
number
of
shares)
and
the
day
of
(for
my
impacted
number
of
shares)
we
see
a
4,200%
increase.
• The
total
reach
was
also
impacted.
Using
data
from
3
days
prior
(for
the
previous
total
reach)
and
the
day
of
and
day
after
(for
my
impacted
total
reach)
we
get
an
increase
of
2,154%.
$2,505
-­‐
$912
$912
X
100
=
174.67%
Sep
14:
2
Sep
15:
6
Sep
16:
73
Avg:
27
Sep
17:
1105
Sep18:
455
Avg:
780
780-­‐27
27
X
100
=
2,788%
Sep
14:
4
Sep
14:
12
Sep
16:
89
Avg:
35
Sep
17:
1115
Sep
18:
463
Avg:
789
789-­‐35
35
X
100
=
2,154%
Sep
14:
0
Sep
15:
2
Sep
16:
1
Avg:
1
Sep
17:
42
42-­‐1
1
X
100
=
4,200%