Small World Labs and UN Foundation Present a Girl Up Case Study
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Girl Up is a campaign devoted to empowering American girls to become global leaders and channel their energy and compassion to raise awareness and funds for United Nations programs that help some of the world’s hardest-to-reach adolescent girls. The Girl Up program had strong tools for mobilizing young girls through email and fundraising. However, for broader collaboration, information sharing, and engagement building, the program relied on in-person only activities, which were expensive and hard to scale. Girl Up needed an online solution to help it engage and collaborate more effectively with its supporters online. Learn how the United Nations Foundation implemented an online community to power its Girl Up Clubs initiative, which allowed local high school clubs run by female youth to collaborate on education, advocacy, fundraising, and mission-related activities. In this session you’ll learn: * How Girl Up Clubs also integrates with the Girl Up program’s existing website CMS, as well as its constituent relationship management (CRM) platform. * How in less than one year the Girl Up Clubs online program has onboarded more than 200 new high school clubs and averages more than 3,000 member interactions per month. * How the Girl Up Clubs initiative has effected fundraising for the UN Foundation.
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Small World Labs and UN Foundation Present a Girl Up Case Study
- 1. Girl Up: A UN Foundation Case Study
- 2. Today’s Presenters Mariano Cáceres o Vice President – Strategic Clients o Small World Labs o @marianocaceres Julie Willig o Grassroots Officer o Girl Up o @JulieWillig Rachel Wisthuff o Grassroots Associate o Girl Up o @RWisthuff
- 3. Small World Labs Background
- 4. About Small World Labs o Small World Labs Social Collaboration Platform o Engage, Connect, Mobilize, and Collaborate with Constituents in New Ways o Full Service Provider to Nonprofits: Strategy, Technology + Support o Integrated with Website, CRM and Online Fundraising Tools o Well-Profiled Market Leader
- 5. Small World Labs Platform o User Registration o Single Sign On o Member Profiles o Personalization o Collaboration Groups o Discussion Forums o Opportunity Matching o Action Workflow o User Points & Leaderboards o Integrated Social Sharing o Mobile o Video Center Robust Feature Set o File Center o Photo Center o Applications o Member Segments o Directories o Tasks o Reviews o Search o Events o Blogs o DocCreate o Notifications o Foreign Language o & More…
- 7. Girl Up Clubs – An Integrated Experience 1. Single Sign On (bi-directional) 2. Profile Data Sync (bi-directional) 3. Personalized Experience 4. Community Actions 6. Fundraising 5. Group Auto- Membership Announcements Access Events Teams/Groups Profile Questions Constituent Data Sync Constituent Relationship Management Database Recognition Enriched Data
- 8. Peer-to-Peer Fundraising Integration Small World Labs & TeamRaiser Registration Extension • All registration pages move to community platform •Pre-load information based on fields mapped to existing constituent record •Consistent navigation & breadcrumbs • Post-registration on-boarding and training flow for each fundraiser Marketing Message Online Volunteer Training 1. Watch training videos 2. Enter preferences 3. Select opportunites Lets Get Started >>
- 10. Girl Up In 30 Seconds
- 11. Girl Up Clubs Background Needs • Give girls around the world the opportunity to become global leaders in the fight to raise awareness and funds for UN programs supporting adolescent girls in developing world Solution: Girl Up Clubs • Online tools for high school and college clubs • Extend collaboration features in TeamRaiser • Start a new group • Collaborate with team members • Share resources & ideas across clubs and compete with other teams
- 12. Girl Up Mission For all girls to reach their full potential
- 13. Girl Up Network 332K 70K 300+ 3.5K on social media on email list clubs & campus community members
- 14. Girl Up Calls To Action
- 15. Commitment Pyramid •Teen Advisors, club leaders and campus leaders •Spread Girl Up in their community Leading •Join the Girl Up Community (members) •Take high-barrier offline actions Owning •Donate to the campaign •Engage on social media, submit content Contributing •Take advocacy actions •Like, share, retweet our content Endorsing •Sign up for Girl Up email updates •Follow up on social media Following •Attend a presentation at school •See us on social media Observing
- 16. Girl Up Site Tour 1
- 17. Girl Up Site Tour 2
- 18. Girl Up Site Tour 3
- 19. Girl Up Site Tour 4
- 20. Girl Up Site Tour 5
- 21. Girl Up Site Tour 6
- 22. Girl Up Site Tour 7
- 23. Girl Up Results: Sustainability Our Team Regional Leaders Club & Campus Leaders Members Actions Upload Photos Invites Friends Takes Poll Sends Message Asks Question Download Resources Submit Reports Likes Content + Increase in Actions + Increase in Activities + Increase in Fundraising
- 24. Girl Up Results: Clubs 800 700 600 500 400 300 200 100 0 Number of Clubs 2011-12 2012-13 2013-14 School Year CTD
- 25. Girl Up Results: Members 148 Girl Up Community Members 369 663 1,215 2,749 3000 2500 2000 1500 1000 500 0 Spring 2012 Fall 2012 Spring 2013 Fall 2013 Spring 2014
- 26. Girl Up Results: Engagement 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Jan. 2013 Feb. 2013 Mar. 2013 Apr. 2013 May. 2013 Jun. 2013 Jul. 2013 Aug. 2013 Sep. 2013 Oct. 2013 Nov. 2013 Dec. 2013 Jan. 2014 Feb. 2014 Mar. 2014 Apr. 2014 May. 2014 Jun. 2014 Jul. 2014 Aug. 2014 Sep. 2014 Girl Up Community: Actions Per Month Beginning of school year and International Day of the Girl Community refresh
- 27. Girl Up Results: Actions
- 28. Girl Up Results: Activities 86 257 425 0 50 100 150 200 250 300 350 400 450 2013-2014 Activities 2012-2013 Activities 2011-2012 Activities Reported Activities
- 29. Girl Up Results: Fundraising $80,000 $70,000 $60,000 $50,000 $40,000 $30,000 $20,000 $10,000 $- Club Fundraising School Year 2011-2012 2012-13 2013-14
Editor's Notes
- Good afternoon and thank you for joining us today. It’s a great privilege to be here with such a great crowd of committed fundraisers. How’s everybody this afternoon? Are you still working on processing that lunch? YEAH!!! SO….. are you folks ready to learn about the United Nations Foundation and how they’re leveraging their online community to drive great results??? AWESOME!!!
- My name is Mariano Cáceres, and I am the Vive President for Strategic Clients at Small World Labs. We are happy to be one of the sponsors of Engage P2P, and we feel fortunate to have the opportunity to work with The United Nations Foundation as a client and to be exposed to some their great campaigns and initiatives, of which Girl Up is one. It’s my pleasure to introduce you to two superstars of the United Nations Foundation Girl Up campaign, Julie Willig and Rachel Wisthuff, who will tell us a bit about… SESSION DESCRIPTION: How Girl Up Clubs also integrates with the Girl Up program’s existing website CMS, as well as its constituent relationship management (CRM) platform. How in less than one year the Girl Up Clubs online program has on boarded more than 200 new high school clubs and averages more than 3,000 member interactions per month. How the Girl Up Clubs initiative has effected fundraising for the UN Foundation. Julie Willig: As Grassroots Officer for Girl Up, a campaign for the United Nations Foundation, Julie advance global health initiatives through innovative campaign strategies. She supports achievement of the Millennium Development Goals and promotes sustainable solutions for global progress via large-scale policy implementations. Rachel Wisthuff: As a Grassroots Associate for Girl Up, Rachel travels around the country to work with and empower youth supporters including Teen Advisors, Clubs and Campus Leaders.
- But before I turn the mic over to Julie and Rachel, I’d like to tell you very briefly about our company and our relationship with Girl Up, and how we support their online engagement strategy. This will put things into context in terms of the technology involved in accomplishing what they do online, as well as give you a sneak peek into some of the cool things we’ll be doing with them in 2015 and beyond. So a little about us…. our background, our platform and our approach to integrating peer to peer fundraising tools into social collaboration platforms and engagement strategies.
- Our social collaboration platform is fairly extensive. Different clients use different features and tailored configurations to drive the type of engagement they want. We have sites dedicated to promote advocacy, streamline volunteer onboarding, and facilitate collaboration, team-work and the sharing of fundraising best practices, both for new and seasoned fundraisers, as well as DIY fundraising and individual fundraising *Not to mention your super fundraisers and champions, team captains, committees and the entire structure supporting your event series or campaign. The event hub is their home base, and the idea is precisely that, give them a centralized resource area for all their online needs. We facilitate everything from crowd-sourced content to document collaboration to opportunity matching to the personalization of the site experience based of profile attributes. Think of us as a social CMS to create a dedicated area of your website or web presence (or even a branded microsite), tailored to your top supporters and with a configuration mapped to certain business processes that add value to the engagement equation.
- One of the fun ways we can drive engagement (which is something we are about to implement for Girl Up), is the gamification of the online experience. Our platform gives you the ability to recognize your constituents and team fundraisers for their contribution, by using a badging scheme tied to your engagement strategy. Badges can be rendered on people’s profiles through various automated mechanisms: Accruing points accrued though taking actions in a community Completing a required step or progressing through a leveled workflow Through calls to other systems (i.e. TeamRaiser) and using information found there (fundraising goal completion, new donations, etc.) to represent achievement and recognition.. Through self-reporting mechanisms that allow constituents to log activities that garner them recognition.
- Our platform is also deeply integrated out of the box into most major Constituent Relationship Management systems, allowing us: Mine profile data and activity data for insights into needs, interests and high value areas of engagement. Make the experience more sticky and relevant, by matching and recommending content based on profile info and preferences. Assign folks groups automatically to facilitate onboarding and immediate collaboration Streamline and integrate fundraising activity to drive engagement and friendly competition in the collaboration area
- Additionally, we have recently rolled out an integration//extension to TeamRaiser (which Girl Up uses). This will allow us to: Leverage fundraising activity to drive excitement in the community (leaderboards, badges, activity feeds with fundraising updates,, etc.) Create a continuation path during registration, so that relevant information presented to them is driven by the profile they are building on the site (participants near me, potential recruits, relevant resources and groups, safety videos, tutorials, etc.) We can also support volunteer opportunity listings, allowing members to sign up for volunteer slots self service style (or with staff approval), as well as engage and collaborate with other volunteers & volunteer leaders.
- Main Objectives: Club & Campus Leaders sharing tips on how to grow their clubs and raise more money. Sharing advocacy and pushing activities - posters, promotions, press coverage Main Results: 2011 - Girl Up had 58 clubs and raised $2,300 2013 (aided by SWL) - Girl up raised $50,000 (20x increase) Clubs once registered via Blackbaud, but now they do it directly into SWL (process is easier and the community is now the entry point). Girl Up had 58 clubs in Fall 2011, currently has more than 300 clubs (and adding about 300 supporters per month). Small World Labs helped make the club formation & collaboration process easier and the communication process easier to create new clubs and make each club more active. Additional Benefits: Julie & Rachel used to manually communicate everything (was very hard to scale). They now have many to many communication. Making great use of segmenting & personalization - shows they know their constituents & when they will be in the area. The team is now using a polling features to gather important program feedback They are very pleased to see forums are heavily used for Q & A and FAQs
- Girl Up envisions a world where all girls, no matter where they live, have the opportunity to become educated, healthy, safe, counted and positioned to be the next generation of leaders. Challenges: There are more than 600 million adolescent girls living in developing countries today. These girls are bright, talented and full of dreams, but are often unable to reach their full potential. Many of them struggle for the opportunity to go to school, see a doctor or be included in their communities. This has serious consequences including: low levels of enrollment in school, high levels of child marriage and way too many girls facing health risks from pregnancy and early child birth. Solutions: Girl Up believes that American girls are a part of the solution. We know that girls give, girls talk and girls get involved. This generation of girls cares about global issues and is concerned about the challenges facing other girls around the world.
- Education: We need clubs to educate their friends, family and community members about the hardships that girls in developing countries face. Building awareness is the first step in starting a ripple effect. Spread the word in your local community or on social media, and see how easy your clubs can make a difference just by starting the conversation. Community example 1: Fundraising: Make a direct impact in the lives of girls in developing countries by raising funds for United Nations (UN) programs that help girls reach their full potential. Girl Up supports UN programs that serve the hardest-to-reach girls in Ethiopia, Guatemala, Liberia and Malawi. We work with UN agencies that use a unique, comprehensive approach to ensure girls are educated, healthy, safe, counted and positioned to be leaders. Community example 2: Advocacy: Being an advocate means that YOU are teaching decision-makers about an issue and why it is important. By educating our decision makers (from our members of Congress to our local school board) on the hardships facing girls around the world, we can start to create large-scale change. Community example 3: Service: Girl Up is all about empowering girls wherever they live. With this in mind, you might be looking for opportunities to give back locally. An easy way to serve girls in your own community is by connecting with Girl Up’s partner organizations like the two featured below. Think global and act local. Community example 4:
- In these slides Julie will describe the engagement pyramid for GirlUp Members, giving specific examples of how someone might go from observing to leading by taking specific actions in the community. Ideally we can illustrate this with specific club members taking actions online. Screen shots would be good too.
- THIS MAY BE LIVE DEMO OF SITE OR SPECIFIC SCREEN SHOTS
- THIS MAY BE LIVE DEMO OF SITE OR SPECIFIC SCREEN SHOTS
- THIS MAY BE LIVE DEMO OF SITE OR SPECIFIC SCREEN SHOTS
- THIS MAY BE LIVE DEMO OF SITE OR SPECIFIC SCREEN SHOTS
- THIS MAY BE LIVE DEMO OF SITE OR SPECIFIC SCREEN SHOTS
- THIS MAY BE LIVE DEMO OF SITE OR SPECIFIC SCREEN SHOTS
- THIS MAY BE LIVE DEMO OF SITE OR SPECIFIC SCREEN SHOTS
- 1. Girl Up is a program run by the United Nations Foundation The goal of the program is to give American girls the opportunity to become global leaders in the fight to raise awareness and funds for UN programs supporting adolescent girls in the developing world 2. To support this effort, the UN Foundation uses an online community for the Girl Up program, called Girl Up Clubs, which is limited to high school and college girls 3. Each high school or college club can create an online group for collaboration & membership purposes 4. And each group can add supporters Using this grassroots approach with high schools and colleges, the UN Foundation has added >200 new clubs across the country and is adding >300 new highly engaged supporters each month 5. And these are not your normal, average type supporters. Girl Up Club members can take a large number of actions on behalf of the program 6. Over 3,000 community actions per month. 7. Looking at the dollars and cents, when the Girl Up program moved from its mobilization strategy, which was previously based on email, to the collaboration and engagement structure available in the Girl Up Clubs community, not only engagement when up, but fundraising dollars raised by program participants also went up over 20 times, so a 2000% increase in program fundraising
- 6. Over 3,000 community actions per month. 7. Looking at the dollars and cents, when the Girl Up program moved from its mobilization strategy, which was previously based on email, to the collaboration and engagement structure available in the Girl Up Clubs community, not only engagement when up, but fundraising dollars raised by program participants also went up over 20 times, so a 2000% increase in program fundraising
- 6. Over 3,000 community actions per month. 7. Looking at the dollars and cents, when the Girl Up program moved from its mobilization strategy, which was previously based on email, to the collaboration and engagement structure available in the Girl Up Clubs community, not only engagement when up, but fundraising dollars raised by program participants also went up over 20 times, so a 2000% increase in program fundraising
- This demonstrates how members are both engaging with us (Girl Up team) and, more importantly, with each other
- 6. Over 3,000 community actions per month. 7. Looking at the dollars and cents, when the Girl Up program moved from its mobilization strategy, which was previously based on email, to the collaboration and engagement structure available in the Girl Up Clubs community, not only engagement when up, but fundraising dollars raised by program participants also went up over 20 times, so a 2000% increase in program fundraising
- What’s important to us is that community engagement online translates to real actions and activities by our clubs offline. And just as important, that our club and campus leaders report back to us what they’re doing and engage in that two-way communication. Here’s a graph of self-reported activities by our Girl Up leaders. The growth year over year demonstrates two key things: Our members continue to be more and more engaged offline Our members can more readily report back to us, and have an easier user experience in doing so (with use of reporting tool)
- This has directly translated into an increase in the funds coming into Girl Up through club and campus fundraising 44 percent increase in fundraising efforts since last school year