creating momentum: activating donation networks dr. regina waters (@h20s) kari hanson dr. jonathan...
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Creating momentum:Activating donation
networksDr. Regina Waters (@H20s)
Kari HansonDr. Jonathan Groves (@grovesprof)
Drury UniversityDepartment of Communication
The need
The project advocates
Project structure
• Financial goal organized around 3 phases:– Phase I: $2,600 - desks– Phase II: $4,000 - chairs– Phase III: $5,000 – the finishing touches
• Incentive levels:– Shewmaker Shout Out via social media–Newsletter recognition–Wall of Honor– Social media consultation (highest tier)
Communication tools: An established presence is key
• Social media:– Personal – Departmental
• Word-of-mouth
• Newsletter
Communication strategy
• Show and tell: pictures can highlight the need, create surprises and spark interaction
• Prompt and personal responses: show the donors they are important and build excitement around the day’s donation momentum
• Daily posts: with a few 2-day breaks
• Frame progress: goal and timeline
Show and tell
“Hate hangovers? So do we. These desk/chair combo units make it difficult to work with large format materials. The good news? We are now $279 away from reaching our $4,000 goal! A few more gifts will make these hanging papers a thing of the past.”
Show and tell
• Add pics from work computer
Prompt and personal responses
Provide updates
Share…and show… your excitement
S u c c e s s in 43 days!
WHAT THE ANALYTICS TELL US
$1
$20
$65
$130 $500
Number of supporters (by level)
$1
$20
$65
$130
$500
More than half wereat the $20 level Also received
donations for amounts other than incentive level options.
Promotion = Page views
Page views = Donations (Conversions)
Major milestonesDate Unique page views Conversions
Nov. 5 140 10 (7%)
Nov. 10 288 23 (8%)
Nov. 14 56 6 (11%)
Dec. 3 58 6 (10%)
Dec. 11 38 6 (16%)
Dec. 16 61 6 (10%)
Project Period: Nov. 3 – Dec. 18, 2015
Pay attention to mobile
52% of visits came through mobile
Campaign highlights
• Ran from Nov. 3 — Dec. 18, 2014• 1,761 unique page views– 1,274 (72%) – 276 (16%) Search (Google, Yahoo!,
Bing)– 54 (3%)
Contact
@grovesprof @H20s @druryuniversity @DruryCommDept@KariHanson3
#CauseMomentum
Drury Social Media CertificateJune 13 — July 3, 2015
(meet in person on Drury campus the weekends of June 13-14, 20-21, 27-28).