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SoMe 2014 Awards Submission CafeGive Social
The Bank of Ann Arbor, a community bank in Michigan, has engaged in charitable initiatives, including a partnership with CafeGive Social to enhance its school grants program. The campaign involved utilizing a voting app to connect the bank's online community of over 22,000 members with local schools, resulting in significant post-campaign engagement and improved metrics. The initiative aimed to boost funding for K-12 arts programs and involved extensive social media integration and community outreach.
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SoMe 2014 Awards Submission CafeGive Social
- 2. 4/18/2014 24/18/2014 2www.cafegive.comCopyright CafeGive Social 2014 Bank of Ann Arbor is a community bank, offering personal and commercial banking services to the residents of the Ann Arbor, Michigan area. Repeatedly ranked by The Financial Brand as one of the Top 100 Banks on Social Media, the bank also has deep ties to its local community. Bank of Ann Arbor has served over 200 area charities, local schools, and organizations in the past year alone. Bank of Ann Arbor partnered with CafeGive Social to take its wildly successful 2012 school grants program to the next level, and crowdsource its charitable giving.
- 3. 4/18/2014 34/18/2014 3www.cafegive.comCopyright CafeGive Social 2014
- 4. 4/18/2014 44/18/2014 4www.cafegive.comCopyright CafeGive Social 2014 • Funding in MI area for K-12 arts programs repeatedly cut • Positive response to 2012 campaign: donating $30,000 to local area schools • Bank of Ann Arbor had record amount of $ to donate to its community in 2013 • Had previously worked with CafeGive Social on Sweet 15 Charity Drive for 15th Anniversary
- 5. 4/18/2014 54/18/2014 5www.cafegive.comCopyright CafeGive Social 2014 Goal: Use social media to engage sizeable fanbase in directing charitable giving
- 6. 4/18/2014 64/18/2014 6www.cafegive.comCopyright CafeGive Social 2014 Bank of Ann Arbor used CafeGive Social’s Voting App to tap into it’s 22,000+ online community & connect it to on-the-ground component.
- 7. 4/18/2014 74/18/2014 7www.cafegive.comCopyright CafeGive Social 2014
- 8. 4/18/2014 84/18/2014 8www.cafegive.comCopyright CafeGive Social 2014 Launched fully branded Voting App for Bank of Ann Arbor Created shareable social media posts to promote campaign Provided support & monitoring throughout campaign
- 9. 4/18/2014 94/18/2014 9www.cafegive.comCopyright CafeGive Social 2014 The bank provided CafeGive Social with campaign graphics and names of 200 local participating schools. In less that 2 weeks, the campaign was launched Ran for 2 weeks October 23rd – November 18th
- 10. 4/18/2014 104/18/2014 10www.cafegive.comCopyright CafeGive Social 2014 Created share- worthy posts for built-in Facebook & Twitter sharing
- 11. 4/18/2014 114/18/2014 11www.cafegive.comCopyright CafeGive Social 2014 Provided on-going support, cross-promotion messaging, & promotion • Campaign continuity: online language mirrored in-branch signs • Hosted it on Bank of Ann Arbor’s website & Facebook page
- 12. 4/18/2014 124/18/2014 12www.cafegive.comCopyright CafeGive Social 2014
- 13. 4/18/2014 134/18/2014 13www.cafegive.comCopyright CafeGive Social 2014 Voting was inclusive of all schools in the area, totaling over 200. Collecting and adding all the assets for schools delayed the launch by one week, as did integration of the app into the bank’s website. App integration & image loading pushed back launch Solution CafeGive Social added a search engine to the application to improve the user experience. Bank of Ann Arbor notified all players of the delay, and used the additional week to build marketing momentum for the campaign.
- 14. 4/18/2014 144/18/2014 14www.cafegive.comCopyright CafeGive Social 2014 The Voting Application was installed as a Facebook canvas application. Voters needed access from all devices, especially mobile, which is not supported by Facebook on canvas apps. Optimization across devices and browsers Solution CafeGive Social provided temporary mobile device-only link, then optimized campaign to allow for more seamless voting and sharing. This included helping to monitor bank of Ann Arbor’s social media feeds, & providing development assistance after hours. Bank of Ann Arbor staff took turns monitoring social media feeds throughout the day to provide exceptional customer service.
- 15. 4/18/2014 154/18/2014 15www.cafegive.comCopyright CafeGive Social 2014
- 16. 4/18/2014 164/18/2014 16www.cafegive.comCopyright CafeGive Social 2014 Key performance indicators: • Votes in campaign • Increased Facebook likes (beyond organic rate of approx. 2- 3%) • Traffic to app as measured by views
- 17. 4/18/2014 174/18/2014 17www.cafegive.comCopyright CafeGive Social 2014
- 18. 4/18/2014 184/18/2014 18www.cafegive.comCopyright CafeGive Social 2014 App traffic: Traffic to the voting app was tracked using CafeGive Social’s dashboard. The Client Bank of Ann Arbor accessed the dashboard on an on-going basis, and CafeGive social provided insight into metrics as well as recommendations for improvement (e.g. top performing days and corresponding actions such as emails). Post-Campaign Engagement Campaign results page had 87% the amount of views and 193% more shares as the campaign page, indicating a high level of post-campaign engagement and interest.
- 19. 4/18/2014 194/18/2014 19www.cafegive.comCopyright CafeGive Social 2014 We wrote & designed a post-campaign case study to promote results with Bank of Ann Arbor Then we co-led a webinar with Rhonda Foxworth, VP of Marketing and at Bank of Ann Arbor The Case Study and webinar provided BoAA with materials that the bank could use to position future charitable giving initiatives and use as collateral with potential partners.