social fundraising is the new (being in the) black: how nonprofits are using social media to...
DESCRIPTION
Adel Syed, Director of Development and Community Relations, UMMA Community Clinic The Ice Bucket Challenge, which took only three weeks to become the most successful social fundraising campaign ever, will likely top $100 Million before it’s done. This panel will discuss how nonprofits of all sizes are leveraging social and digital media to create new donors and mobilize existing ones. The panel discussion will include practical and real-life examples of various social fundraising tools and how they were used in campaigns of all sizes.TRANSCRIPT
PERFORMANCE REPORTCANCER FREE UMMA
OVERVIEW
Campaign Launch
Impact
Lessons Learned
CAMPAIGN LAUNCH
1. Fundraising Platform
We evaluated over 10 platforms and selected Stay Classy because:
Low Fee: $99/mo + 3%
Excellent user experience
Email import feature
Superior reporting functionality
2. Launched Mailchimp
We conducted a detailed analysis of Constant Contact vs Mailchimp and decided to use Mailchimp because:
Fee Structure: Free under 2k emails
More templates by designers
Easier to use analytics
3. Content Creation
To drive the campaign, we created engaging content designed for online channels including video, email, Facebook, and blogger outreach. Notable examples include:
Filmed and edited video from Congressman Keith Ellison
Collected stories from survivors
Compiled statistics about early detection and converted it into Facebook gems
Designed an infographic
IMPACT
88% of the $ raised from fundraisers came from people that
were new to UMMA
1. Total Funds Raised
Goal: $40,000
32.4% of Donations Were Direct Donations to Main Page ($9,533)
67.6% of Donations Were via Fundraisers ($19,885.67)
294 $29,418 74%Screenings
FundedTotal Amount
RaisedOf $40,000
Raised
2. Donations By Day
Top 10 Donation Days
1.May 1 ($3,722)2.April 29 ($3,272)3.April 30 ($2,432)4.April 17 ($2,399)5.April 28 ($1,810)6.April 8 ($1,730)7.April 9 ($1,530)8.April 3 ($1,460)9.April 16 ($1,290)10.April 2($1,245)
•50% of donations were made the first and last four days •Hammad email and Keith Ellison video were most effective content at getting donations
3. Social Media
4% Increase in Listserve growth: Emails Added: 267
Emails Lost: 57 unsubscribes
Net: 210
14.64% Increase in Facebook Likes Facebook Likes as of April 1st: 1,127
Facebook Likes As of April 30th: 1,292
LESSONS LEARNED
1. Challenges
Lack of early support early on
Technical setbacks (ex: constant contact)
Pushback from physicians
2. What Worked
Survivor stories > victims of cancer
Email > social media
Fundraisers > Donors
New Supporters > Existing Supporters at Raising Funds
Existing Supporters > New Supporters at Large Donations
From Heart to Heart
"Cancer sucks! God bless you for all your work in helping make this world cancer-free one day :)“ (Abdullah Sharif)
"My brother and mother have bother suffered from the horrible disease. Thank God, they beat it. I hope one day there will be a cure for this life taking sickness and ways to prevent it. I'm praying for everyone who is suffering from cancer and those who have passed.“ (Sarah Tosyali)
“This is amazing! so good to know we still have amazing people in the world.“ (Sultan Naghmi)
"Yes. I had cancer at the age of 8-17 But I stand here now in front of you healthy and motivated ,)“ (Anonymous)