Community & EventBuilding Something Special, From Nothing.The ASRC Telethon’s journey to the magic million, an ROI of 22:1 and what we learnt along the way!

Alan White MFIA CFREFundraising ManagerAsylum Seeker Resource Centre

Building Something Special, From Nothing.The ASRC Telethon’s journey to the magic million, an ROI of 22:1 and what we learnt along the way.

What we’re covering today:• The Story of the ASRC Telethon• Marketing - Above & Below

• Digital – Pre-Event• Digital – On The Day

• Activating People of Influence• Partnerships & the Power of Matched Funding • What Happens On The Day• Program Expansion • Our Biggest Wins – Our Biggest Learnings

Building Something Special, From Nothing.The ASRC Telethon’s journey to the magic million, an ROI of 22:1 and what we learnt along the way.

What we’re covering today:• The Story of the ASRC Telethon• Marketing - Above & Below

• Digital – Pre-Event• Digital – On The Day

• Activating People of Influence• Partnerships & the Power of Matched Funding • What Happens On The Day• Program Expansion • Our Biggest Wins – Our Biggest Learnings

The Story of the ASRC Telethon

The Story of the ASRC Telethon - Then

Income Decline

Difficult

Acquisition Marketing

LowSecond Gift

Rate

Sector Apathy

Environmental Opportunity

Claim Market Share

Branding & Media

Development

Maximising Public Intent

The Story of the ASRC Telethon - Then

$254,0002611

DonorsFacebook

1 Email &

1 SMS

Inbound Calling

35 Influencers

One Landing

Page4 Weeks

The Story of the ASRC Telethon – NowMeeting Strategy

Reaching & converting

persuadable audiences

Building community

partnerships

Celebrating and amplifying the voice of people

with lived experience

Activating donor

motivations to build

sustainable revenue

The Story of the ASRC Telethon – Now

The Story of the ASRC Telethon - Now

$890,000 Raised8,000+ Donors

More than 60 activated

influencers and ambassadors

An Auction, Community

Activations and Partnerships

Matched Funding

An emotive digital

storytelling experience

An automated and integrated communication

journey

Bespoke Landing Page

Lead Generation &

Activation

4 Week Campaign

Donor Spread

New Donor Count

New Donor Average Gift

New Donor Income Total

Retained Donor Count

Reatined Donor Average Gift

Retained Donor Income Total

Supporter Converted Count MC

SupporterAverage Gift MC

Supporter Income Total MC

Supporter Converted Count SF

SupporterAverage Gift SF

Supporter Income Total SF

General $1 - $999

3653 $62.29 $227,581.12 4656 $80.14 $373,145.92 119 $40.15 $4,778.47 237 $47.28 $11,204.88

High Value($1000 - $4999)

30 $1,082.92 $32,487.67 71 $1,495.41 $106,174.46 - - - 1 $1,005.40 $1,005.40

Major Donor($5,000+)

4 $5,006.45 $20,025.80 10 $3,610.92 $36,109.20 - - - - - -

Philanthropic Funder/Corporate/Grant Giver($5,000+)

2 $5,012.90 $10,025.80 - - - - - - - - -

TOTAL DONOR COUNT TOTAL AVERAGE GIFT TOTAL INCOME TOTAL

8784 $95.92 $842,538.72

Online

OfflineInternal Donations

Inbound Calling SMS Outbound SMS Inbound

Outbound Calling Post-Event Offline Activity

Marketing & Digital(Pre-Event/On The Day)

Marketing Activity – Pre Event

Influencer Marketing&

Media

Print Publication

Paid Direct Marketing Buy

Paid Social Facebook

Event

Lead Generation & List Warming

Marketing Activity - LeadsTarget Audiences

Facebook Event Registered

Facebook Event “Interest”

Organic Content Interaction

Donor Lifetime- Telethon (ALL)

Lookalike Audiences- Telethon- Events- Lead to Donor

Marketing Activity – Facebook Event Target Audiences

Facebook Fans and Friends

“Interest” Audiences

Organic Content Interaction

Lookalike Audiences- Telethon- Events

Pre Event Awareness Link Clicks Conversion Revenue* Cost*

Cost Per

Conversion*

Average

Purchase

Value*

Total 521 342 $46,508.39 $928.05 $2.71 $135.99

List Warming

Marketing Activity – On The Day

Influencer Activation

Inbound & Outbound

SMSMediaRadioPaid Social

Organic Social

eDMsLead

Conversion

SMS eDM

Facebook Profiles

Partners

The Communications Matrix

Storytelling Works!

• 2nd Highest Viewed, Most Shared and Clicked Organic Post, 3rd Highest Reach

• Generated $16,432• 37% CTR• A/G $127

Live Content Works

Radio Works (Finally!)

3RR Live BroadcastDiverse Guests15 Minute CTA’s

Measure – HotJar277 DonationsA/G $8673% NewCPA - $3.20

What Didn’t Work in Digital?

Branded ContentMass VideoGIFsLight Projections

Email Results

Email Sessions Donors Revenue Avg gift Conv rate

Totals 4,198 1,987 $222,811.04 $112.13 47.33%

Supporter list hour of power (5pm LUSH) 1,429 735 $79,788.71 $108.56 51.43%

Supporter list launch email 942 337 $38,583.30 $114.49 35.77%

All donors hour of power (5pm LUSH) 815 475 $44,182.24 $93.02 58.28%

All donors launch email 559 260 $23,492.52 $90.36 46.51%

Telethon wrap -supporters, did not donate. 166 80 $19,713.14 $246.41 48.19%

All donors 19 June 143 51 $11,729.55 $229.99 35.66%

Supporter list 19 June 121 48 $5,271.03 $109.81 39.67%

Telethon wrap - donors to Telethon 23 1 $50.55 $50.55 4.35%

Learnings:

• Create urgency• Maintain a small

window of action time• Have a real reason to

engage the list

Paid Social – The Approach

Desktop CPC Link Clicks

Website

Purchases

Website

Purchases

Conversion

Value

Amount

Spent

(AUD)

Cost per

Website

Purchase

(AUD)

average

purchase

value

Total 86 292 $23,144.04 $615.86 $2.11 $79.26

Mobile CPC

Link

Clicks

Amount

Spent

(AUD)

Cost per

Website

Purchase

(AUD)

Total 167 $500 2.991

Organic Social – The Approach

Campaign Sessions Donations Revenue Average Gift Conversion Rate

Organic social 3660 710 $53,330.18 $76.27 34.62%

Facebook HoP Maurice Blackburn 146 75 $7,653.41 $102.05 51.37%

Facebook HoP Lush 237 112 $10,358.72 $92.49 47.26%

Facebook donate button 76 46 $3,457.04 $75.15 60.53%

Other Facebook 1,565 468 $30,528.54 $65.23 29.90%

Twitter HoP Maurice Blackburn 23 11 $831.53 $75.59 47.83%

Twitter HoP Lush 27 17 $2,595.36 $152.67 62.96%

Other Twitter 959 378 $30,572.57 $80.88 39.42%

Other instagram 400 103 $6,215.87 $60.35 25.75%

Instagram stories - HoP MC 71 20 $1,050.36 $52.52 28.17%

Instagram stories - HoP Lush 53 19 $1,618.56 $85.19 35.85%

Other Instagram stories 63 8 $408.48 $51.06 12.70%

Activating People of Influence

Partnerships & Matched Funding

Cause-Related Retail Activities

• In-Centre Tap n GO• Cause-Related Marketing Activities• Shopping Centre Activation & Branding• Bespoke Landing Page• Matched Funding

• 484 $2 Tap n Go Transactions• $12,000 raised across all activities

Hour(s) of Power

SMS eDM

Facebook Profiles

Partners

Hour(s) of Power Execution

Hour(s) of Power Execution

{FirstName},

it’s the ASRC

Telethon’s hour

of power - all

donations are

doubled thanks

to COMPANY

X

Will you stand

with us once

more on World

Refugee Day?

Chip In Here.

Hour(s) of Power Execution

{FirstName},

it’s the ASRC

Telethon’s hour

of power - all

donations are

doubled thanks

to COMPANY

X

Will you stand

with us once

more on World

Refugee Day?

Chip In Here.

Hour(s) of Power Results

Measure Hour 1 Hour 2

TOTAL INCOME $113,063 $238,997

SMS $52,769 $50,480

Inbound Calls $12,450 $13,890

eDM $_ $123,970

Direct $16,643 $14,456

Social Media $6,201 $11,201

Event Day

Event Day

- Filling the space- Branding- Operations- Pro Bono Support- Volunteers- Leveraging your space

EXPENDITURE ALLOCATION

Marketing Invest. $20,000.00Donor Retention $7,500.00Gift Amenities $1,000.00Event Operations $6,500.00Quest $2,000.00Printing $500.00Comm. F'ing $1,000.00Auction Activities $1,500.00Contigency $1,500.00

TOTAL $40,000.00ACTUAL $40,941.00

Program Expansion

Collection with local tradersThe campaign launched a money tin collection drive with local traders in the region and to interested supporters through in-centre information evenings. The campaign was a pilot that was aiming to measure the level of interest from businesses to generate a reasonable return on investment. Coupled with the acceptance of event posters to promote the campaign, a total of 79 tins were raising funds for the campaign throughout June, raising on average $89 per tin for a total of $6,478.

Team TelethonTeam Telethon was devised as a formal acquisition proposal for community fundraising, including the development of a branded 3rd party platform, digital resource pack and branded event pack. A total of 17 community events were held across Australia, from school free dress days through to movie nights and in-store fundraisers with a number of corporate partners such as the Body Shop, raising on average $582 for a total of $9,894.

AuctionUsing auction platform Givergy, the campaign was highly successful, raising $33,500 against a $6,500 reserve target. This result was from the auctioning of more than 40 items, including many moneys can’t buy experiences and items associated to refugee community. This was a key opportunity to engage people who had already donated to our Winter Appeal, and was a metric for high value and major donor identification.

What we have learnt?

• Converting “Telethon” donors to Cash Donors needs a plan• Ensuring the two activities compliment, and don’t compete!• Generating a stronger second gift rate out of new acquisition• Mass marketing is generally a poor investment• Further use of UTM’s will allow for better tracking• Audiences are invested in the “community” of the event – we haven’t yet

leveraged this well enough yet.• The event is a digital campaign – do we need traditional methods?

Alan Whitealan.w@asrc.org.au0431 291 277