Social media was integrated into Centrepoint's 2011 fundraising campaign through platforms like Facebook, Twitter, and a donation application. The campaign saw steady growth in social media followers and engagement over time. While traditional advertising channels drove most traffic and conversions, social media helped increase site engagement and may have contributed to direct referrals. The Facebook donation application showed promise but had relatively low conversions as one of the UK's first charity apps. Overall the campaign exceeded fundraising targets, demonstrating the value of an integrated online and offline strategy with balanced social media promotion.

1. Social Media for fundraising Rachel Beer Founding Partner 8 February 2011

2. Centrepoint:Virtual Gifts

4. Integrated campaign On and offline Online display advertising Offline display advertising Mailing to existing donors Radio advertising Adwords Social media Facebook: tab, advertising and donation app Twitter: outreach and engagement Twibbon: with donation integration

5. Social media integration Within site For givers And recipients Within email comms Marketing To existing donors Fulfilment Givers Recipients

8. Barnardo’s:Real Gifts Allow supporters to share from emails Creates another point of engagement Shows who else has shared Spreads through supporters’ social graphs

9. Facebook application

10. Twitter

13. Continued to monitor searches, including ‘Charity and Gift’ and trending topics, seeking opportunities to create conversation around Christmas and Centrepoint gifts

15. Twitter conversations Outreach to bloggers supporting Centrepoint also allowed for a more natural discussion surrounding the charity’s mission.

16. Twitter conversations Conversations on Twitter lead to More than a gift purchases – which followers were keen to share!

17. Twitter conversations Retweeting supporters messages, thanking them and continuing the conversation.

18. Twitter conversations Included relevant hashtags so @centrepointuk, and More than a Gift, featured in popular searches.

19. Twitter conversations Included relevant trending topics so @centrepointuk featured in popular searches, as well as creating opportunities for Christmas conversations.

20. People loved the site . . .

21. Twibbon 139 people added a Twibbon on Facebook and Twitter. We followed all those who added and thanked them.

22. Results

23. Top 10 traffic sources Direct Google Adwords Facebook app PR referral link Ebay Display advertising Facebook referral Display advertising Charity’s own site Google organic

24. Top referring social sites No.1: Facebook app No.5: Facebook referrals No.10: Twitter

25. Twitter October: Followers: 129 Following: 56 Tweets: 82 Rank: 1,481,366 Twitter Grader score: 81 January: Followers:755 Following: 874 Updates: 420 Rank: 538,425 Twitter Grader score: 94

27. Likely due to Facebook advertising

28. Opportunity to engage with Facebook fans in 2011 and ongoing – and to convert to donors‘More than a gift’ promoted as last minute gift opportunity, directing visitors to the application Top Facebook tab views in page 95 new donors

29. Facebook – Top tabs

30. Facebook ‘Likes’ More than a meal: 148 More than a gift voucher: 16 More than a chance to freshen up: 41 More than books: 21 More than baby clothes: 21 More than a bed for the night: 119 More than an emergency kit: 14 More than a room: 12 More than the rent: 4 Facebook app: 494 TOTAL 890

31. Income 23% above target Approximately 58% above income generated in 2009

33. 6.2% increase from 2009

34. Page views

35. 49% increase from 2009

36. Bounce rate

37. Reduced by 19.1% from 2009

38. Average time on site

39. 145% increase from 2009*As of Tuesday 3 January 2011

40. Conversion rate The conversion rate was increased by 5.4% - almost 4 times better than 2009

41. Insights & learnings

42. We learned… Main income drivers: traditional on and offline channels These have been extensively tried and tested over several years Significant budget was allocated to these Social media may increase engagement and contribute to increased dwell time and conversions on site Social media buzz may contribute to the high number of direct referrals But it was part of a sophisticated mix, so hard to quantify this Facebook donation app showed promise – but conversions were quite low 1st charity donation app in the UK, so ahead of the curve?

43. The old adage… You can’t have them all!

44. Our rule of social media… You need these to be balanced OR What you are lacking in one, you must compensate for with the other two

45. What else makes social media work hard… ?

46. 10 Commandments of Viral Urgent Interesting Controversial Outcome-focused Topical Shocking Funny or cute Exciting Intriguing Personal