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Impact of social media on fundraising for haiti


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Joint presentation between the British Red Cross and Merlin about the impact of social media on fundraising during the Haiti Earthquake Appeal. Presented at #nfptweetup

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Impact of social media on fundraising for haiti

  1. 1. Impact of social media on fundraising for Haiti
  2. 2. <ul><li>The Haiti earthquake – common factors: </li></ul><ul><li>Resulted in the biggest emergency fundraising appeal since the Boxing Day Tsunami in 2004 </li></ul><ul><li>Use of social media (focus on Twitter and Facebook) in communication, engagement and fundraising </li></ul><ul><li>Also, record breaking email results </li></ul>
  3. 3. <ul><li>Over 100 RT’s of appeal launch announcement </li></ul><ul><li>Twitter the 5th top referrer to the donation page on launch date </li></ul><ul><li>Over 1,400 clicks from Twitter through to the donation pages </li></ul><ul><li>360 new followers </li></ul><ul><li>29 donations on the first day of the appeal raising £914 </li></ul><ul><li>56 donations through Twitter raising £1.7k </li></ul><ul><li>#Haiti has been trending from the 13th January – present </li></ul><ul><li>Red Cross was trending on Twitter on the 14th, in part due to the response to American Red Cross text to donate </li></ul>Twitter response
  4. 4. <ul><li>At start of emergency appeal had 462 followers. Gained 506 new followers (highest growth of all DEC members) </li></ul><ul><li>Analysis of other DEC members showed we had 11 th lowest number of followers </li></ul><ul><li>However, analytics showed on appeal launch day we had the 8 th highest number of readers reach </li></ul><ul><li>At the peak we had a reader’s reach of over 60,000 – more than the number of people on our database </li></ul><ul><li>Received positive mentions in trade press for our tweeting </li></ul>Twitter response
  5. 5. <ul><li>Impact of Social Media on the Haiti appeal </li></ul><ul><li>Feed back from donors and supporters has been immense online </li></ul><ul><li>We have the ability to send personalised thank you’s and respond directly to queries - both positive and negative. </li></ul><ul><li>e.g. @britishredcross Do you have any plans for a donate by text service like your American cousins? If not, why not? </li></ul><ul><li>I immensely appreciate @britishredcross for taking time to thank me for my donation... How do they do it all?? @britishredcross are HEROES!! </li></ul><ul><li>e.g. Stories about aid not getting to #Haiti . We've delivered 17 tonnes incl medical tents & operating table. Read more here </li></ul><ul><li>I think i can speak for @ nakeddiary as well , when I say we're not pointing at you. YOUR TEAM IS DOING A GREAT JOB. </li></ul><ul><li>@ MerlinUK The work you're doing is amazing, make sure you say a huge thank-you to your emergency team too. They help us feel less helpless. </li></ul>
  6. 6. <ul><li>Impact of Social Media on the Haiti appeal </li></ul><ul><li>It can be done from anywhere </li></ul><ul><li>It is instant & immediate – we can communicate on the ground information straight away </li></ul><ul><li>It reaches thousands of people </li></ul><ul><li>It’s free – and it’s fast </li></ul><ul><li>It allows us to actively engage with supporters </li></ul>
  7. 7. <ul><li>Downsides of Social Media </li></ul><ul><li>Lack of control – you cannot dictate what your supporters (or others!) will say about your brand </li></ul><ul><li>Policing Twitter - rumours grow online and spread quickly and virally e.g. there was a rumour about UPS shipping goods over to Haiti for the Red Cross </li></ul><ul><li>You have no choice but to monitor and respond in order to protect your brand and in order to direct your genuine supporters to the right place </li></ul><ul><li>Companies wanting to promote their websites ride on the back of the big appeals </li></ul><ul><li>Responding to criticism is time consuming but essential </li></ul>
  8. 8. <ul><li>Managing Social Media </li></ul><ul><li>Managed between our Social Media Officer based in our Comms team and the Digital Fundraising Officer based in Fundraising to co-ordinate messaging and ensure tracking is in place </li></ul><ul><li>Tested Tweet Funnel and Co Tweet on an ongoing basis </li></ul><ul><li>During appeal launch and the following days we aimed to tweet/post once an hour, or at least leave a gap of 30 mins between updates with the exception of responding to queries </li></ul><ul><li>Managed by Individual Giving team, working with emergencies and communications team to ensure messages were available and accurate </li></ul><ul><li>As one person tweeting used TweetDeck </li></ul><ul><li>During appeal launch and the following days we aimed to tweet whenever information was available. This worked out an average 17 tweets per day including responding to queries </li></ul>
  9. 9. <ul><li>Learnings </li></ul><ul><li>For both British Red Cross & Merlin Twitter was the most successful social media channel </li></ul><ul><li>Social Media is incredibly effective from an emergency response perspective, as you can answer queries and get information out there quickly </li></ul><ul><li>It can allow us to develop personal connections with people who you have never interacted with before </li></ul><ul><li>It can be incredibly time-consuming, for little financial return </li></ul><ul><li>Social media is an undeniably useful resource that can reach thousands of people immediately, but don’t expect it to raise lots of cash (yet!) </li></ul><ul><li>Although there are lots of people talking and responding the number that actually convert is small – only 0.1% of total online donations to the appeal have come through social media </li></ul><ul><li>It is essential to use social media as another fundraising channel, but also important to keep it in perspective in comparison to other digital fundraising channels such as email and search marketing </li></ul>
  10. 10. <ul><li>The future? </li></ul><ul><li>Income generated on these channels is growing but still a tiny proportion of overall online income generated to emergency appeals </li></ul><ul><li>Social media channels allow a charity to monitor what people are saying about them and increasingly resource will need to be spent on responding to comments and tackling fraud </li></ul><ul><li>We have the challenge of keeping our newly acquired social media audience until the next emergency appeal </li></ul><ul><li>Organisations need to recognise the usefulness of social media in engagement, but realise that massive income generation will not happen overnight </li></ul>
  11. 11. <ul><li>Thank you </li></ul><ul><li>Any questions? </li></ul><ul><li>Sarah Webb, Digital Fundraising Manager, British Red Cross </li></ul><ul><li>Danielle Atkinson, Individual Giving Manager, Merlin </li></ul><ul><li>Follow us at: </li></ul><ul><li>@swebby </li></ul><ul><li>@roxymartinique </li></ul>