Social Media for Good: #Climb4Cord
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Presented at the Ryerson Marketing Conference (#RMC14) in February 2014. This is an overview of how Jaime Stein used social media to nearly triple his goal of raising $10,000 for the #Climb4Cord – the largest awareness component of the Canadian Blood Services’ campaign ‘For All Canadians’ that is helping building Canada's new national public cord blood bank.
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Social Media for Good: #Climb4Cord
- 1. Social Media for Good: #Climb4Cord
- 2. Mother Teresa said: “If I look at the mass I will never act. If I look at the one, I will.”
- 5. #KiliHikeTO
- 14. $796 raised
- 16. Results
- 17. $27,598 from 254 unique donors (Approximately $1.42 per foot climbed)
- 18. Engagement 48 Hiking partners 8 Hill runners 6 Trainers / Medical
- 19. Amplification 5 Articles published 3 Blog posts
- 20. Online Stats 25 Personal blog posts 5,000+ Blog post views* 1,500+ YouTube video views** 3,100+ Twitter mentions*** 200+ Campaign news articles*** * Wordpress ** YouTube *** Sysomos
- 21. The Donations
- 22. Donations by Month 80 71 70 $25,541 $26,605 $27,598 $30,000 $25,000 $20,520 54 $20,000 $17,515 50 $14,364 40 $12,094 37 $15,000 33 30 20 21 $6,204 $10,000 18 15 $5,000 10 8 0 $0 FEB MAR APR MAY # of Donations JUN JUL AUG Cumulative Total ($) SEP Donations Total ($) Donations (#) 60 Exceeded initial goal of $10,000 on March 12, 2013.
- 23. 63% of donations were not from a direct ask Word of Mouth 30% Social Media 33% Email 37%
- 24. 71% of the dollars were raised indirectly Email 29% Word of Mouth 49% $7,860 $19,447 Social Media 22%
- 25. Infinite ROI “This is my daughter Livia Faye, born on Saturday. We donated her cord blood to the public bank and she received this hat. We thought your team on Kili might get a kick out of it.”
- 26. 5 Takeaways
- 27. Engage your audience by telling compelling stories
- 28. K.I.S.S. (Keep It Significant & Shareable)
- 29. Focus on building passion for the cause (Avoid Boring Stats)
- 31. Community Building is a commitment, not a campaign
Editor's Notes
- Our mission is to build Canada’s new national public umbilical cord blood bank. If we achieve our goal, we will be able to save lives. Currently, more than 1,000 people are waiting for a stem cell transplant. To achieve our goal, we must raise $12.5 Million over three years.
- Large problems are difficult to conceptualize, which leads to inaction. Mother Teresa said: “If I look at the mass I will never act. If I look at the one, I will.”
- This is my dad. He taught me the ‘Golden Rule’: “If you treat people well, the way you would like to be treated, they will do the same.”If you leave here with one message today for how to interact in social media, it is to always follow the Golden Rule. Unfortunately, I lost my dad in 2006. He died as a result of leukemia. But his memory lives on. In fact, he remains one of the driving force behind my participation in the campaign For All Canadians.
- My goal was to engage as many people as possible in the process. As part of my training, I had to hike each week, so I decided to engage the community to help achieve my goal. We created a hashtag so that everyone could follow along: #KiliHikeTOI the blogged weekly about each hike to continue to create content and keep engagement up on social media.AUDIENCE:-Potential Donors-Media-Influencers
- Here is a snapshot of some of the friends who came out and supported me during my hikes. I had at least one person join me each week for 25 weeks and as may as 10 people come out for a single hike.
- STORY: Still participating in training hikes even when the weather is miserable.
- STORY: How to train for climbing a mountain.
- STORY: The technology component.
- STORY: Showcase the failures – Mt. Finlayson – not just the successes. This helps with authenticity.
- STORY: Showcasing corporate support and momentum from ING DIRECT made others want to get involved.
- STORY: The amazement of touring the cord blood facility in Ottawa.
- STORY: The little details like preparing snacks for the climb.
- We even created an event for people who didn’t want to get up and hike at 9am on a Sunday morning. This even drove a lot of social media engagement.
- Sharing my story and engaging on Twitter was important to help amplify the message.
- So was it successful?
- I shattered my initial fundraising goal of $10,000. The most money I had ever raised for a campaign was a little over $1,000 for Movember in 2012 and that made me the most successful person at my company. That was my only benchmark for success.
- I have also managed to engage hundreds of people and built a small community of supporters in the process.
- The result of the social media buzz through my engaged community led to a few articles being written about #Climb4Cord.ARTICLES: My Toronto Today, City Centre News, Ryerson Today, Retail Banker International, Canadian Jewish NewsBLOGS: Paul Nazarath, Karim Kanji, Laurie Dillon-Schalk
- The Online Stats are a combination of my contribution and the broader discussion that was created through social media.
- Understanding the donations is important.
- This showcases the constant forward momentum of donations. The surge in July is a result of a renewed focus on storytelling on content generation.
- 63% of donations did not come from a direct ask.
- 71% of donations – or $19,447 – came from indirect asks.WOM = $13,347Email = $7,860Social = $6,100
- This Email was sent the day before the #Climb4Cord team reached the summit of Kilimanjaro showing that the climb and the campaign was top of mind even one day after a first child was born.
- The five key takeaways for building support for a cause through social media.
- Engage people with stories that will help them connect with the cause. Tell stories that will cause your audience to take notice.
- Make sure your content is good. Don’t produce or share bad content.
- Don’t bore people with stats, figures and numbers. Have it available, but don’t make it the centrepiece of your communications strategy.
- Building scale for a community will start online – using Facebook, Twitter, etc. – but the only way to strengthen those relationships is by continuing them offline.
- It takes time to build a community. What I have just shown didn’t happen overnight. It happened because I found a way to discuss #Climb4Cord in a relevant manner each and every day for more than six months. It takes hard work to achieve success in social media.
- Questions?