the anatomy of a fundraising campaign utilizing social media
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A Case Study Using Social Media for Nonprofit FundraisingTRANSCRIPT
THE ANATOMY OF A FUNDRAISING CAMPAIGN UTILIZING SOCIAL MEDIA
Presented by Susan Burnash
Save Kirkland's 4th of July(A Case Study)
BRANDED LOOK, FEEL AND VOICE
We decided on a primary visual to create ongoing recognition for the campaign. It was utilized throughout all elements of campaign.
Where campaign included a voice we defined a “personality” for the image as the speaking Firework hoping Kirkland would save him/her (gender neutral) People felt more connected to the campaign and connected on a more personal level especially through Facebook.
SOCIAL MEDIA 101
Save Kirkland's4th of July
GOALS AND OBJECTIVES To increase awareness around the need to
“Save Kirkland's 4th of July” To engage the community in supporting campaign To garner media coverage to expand message To raise $30,000, to replace lost grant money
SOCIAL MEDIA 101Save Kirkland's
4th of July
TARGET AUDIENCE
• Kirkland Residents
• Local Business Owners
• Local and Regional Media including TV Radio Newspapers and Magazines Blogs and Web sites
SOCIAL MEDIA 101Save Kirkland's
4th of July
MARKETING TOOLS TO BE USED • Celebrate Kirkland Web site• E-Newsletter through Purple Duck Mail• Facebook Page• Twitter• Blog• Media Releases• Events • Community Outreach Activities
SOCIAL MEDIA 101 Save Kirkland's4th of July
CELEBRATE KIRKLAND WEB SITE SET UP INCLUDED• Photo slideshow, • Link to PayPal donation page• Email links• Parade entry form• News and updates• Link to Facebook profile• Volunteer information and sign-up form• Other relevant information
SOCIAL MEDIA 101 Save Kirkland's4th of July
E-NEWSLETTER THROUGH PURPLE DUCK MAILUtilized existing email addresses and sent initial blast to inform Kirkland residents and business about current financial situation and potential cancellation of Fourth of July celebration. Updated them through additional blasts.
Provided links to Website and Pay Pal function Firstgiving.com online donation Facebook page Twitter Blog forward to a friend function
SOCIAL MEDIA 101 Save Kirkland's4th of July
SOCIAL MEDIA 101 Save Kirkland's4th of July
FACEBOOK SET UP INCLUDED• Robust and Personalized Campaign PAGE and PROFILE• Numerous PHOTO ALBUMS of past 4th of July celebrations• LINKS to Website, Twitter, Blog under our contact information• MY COUNTDOWN APPLICATION to show progress and link to
Firstgiving.org fundraising page for online giving• FUNDRAISING TAB powered by First Giving on top menu• BLOG TAB and set up our blog to feed in automatically • Created EVENTS SECTION for Fundraising and Deadline
notifications• Displayed TWITTER ICON and set up to post directly on Wall• Used (LIL) GREEN PATCH APP to create awareness and brand “Red,
White And Blue, And Green All Over”
SOCIAL MEDIA 101 Save Kirkland's4th of July
MARKETING TACTICS USING FACEBOOK• Invited original supporters of Celebrate Kirkland with email
addresses to become a “FRIEND” and to pass the word on• Save Kirkland's 4th of July became a FAN of Kirkland
businesses, groups and media Facebook pages• Utilized CAUSE APPLICATION inviting followers to do the
same• Created various EVENTS and invited followers to attend• Added daily updates on WALL to continue interest Friends• Thanked Individual supporters on WALL • Thanked Business supporters on WALL and linked to their
sites
SOCIAL MEDIA 101 Save Kirkland's4th of July
SOCIAL MEDIA 101 Save Kirkland's4th of July
TWITTER SET UP INCLUDED (RSS Feed)Name: Save Kirkland's 4th Location: Kirkland, WA Web: www.celebratekirkland.orgBio: Committed to saving Kirkland's 4th of July!
TWITTER MARKETING TACTICS INCLUDED• Notifying past, current and potential supporters to
follow• Followed other local Twitter users including media - they
returned favor by following us• Sent thank-you direct messages to new followers• Tweeted replies to users• Set up Ongoing Tweets through Tweet Later• Highlighted news from blog• Participated in Twitter’s “Follow Friday”
SOCIAL MEDIA 101 Save Kirkland's4th of July
BLOG SET UP - www.celebratekirkland.blogspot.comElements included:• Firstgiving widget with current donation total • YouTube video of a previous fireworks show• Slideshow of Fourth of July photos • Badge linking to the Facebook page • Link to the Twitter page • Poll of how many times viewers have attended a 4th in
Kirkland• Brief bio on Celebrate Kirkland• A link to celebratekirkland.org
SOCIAL MEDIA 101 Save Kirkland's4th of July
BLOG UPDATES SET UP TO POST AUTOMATICALLYIncluded:• Parade news including new entries• Donation updates• Daily Green Tips to go with theme• Media coverage and other relevant news
BLOG MARKETING TACTICS INCLUDED• Notifying past, current and potential supporters to
follow• Searching for other relevant blogs to request info• Commenting on local or regional blogs that would have
an interest in our blog and campaign • Notifying Media about the blogs• Pushed out through all of out other applications
SOCIAL MEDIA 101 Save Kirkland's4th of July
FUNDRAISING VEHICLES UTILIZED• Events• PayPal option on Website, blog and Facebook • First Giving.com online donation platform• Donation boxes in local shops and businesses• Primary Check drop off location
Chamber officesDowntown AssociationWoodmark Realty Grape Choice
• Volunteers selling flags at parade
SOCIAL MEDIA 101 Save Kirkland's4th of July
SOCIAL MEDIA 101 Save Kirkland's4th of July
CAMPAIGN RESULTS (SUMMARY)
Our Save Kirkland’s Fourth’s of July Campaign gave us the power to reach our goals and objectives a very short amount of time (6 weeks).
By tapping into existing databases, social media applications, traditional and electronic marketing tactics, and ongoing media outreach we were able to create the community excitement and financial support we needed to not only hold our Annual 4th of July Parade but, a fireworks show that was bigger and better than previous years.
SOCIAL MEDIA 101 Save Kirkland's4th of July
CAMPAIGN RESULTS (ACTUAL)• Raised $35,000, $5,000 above original goal• 75 individual donated $6,945; avg. donation of $92.60• 15 businesses donated $24,150; avg. donation of $1,610• Approximately 500 friends and fans joined our Facebook• More than 150 Twitter users became followers• More than 50 entries were posted to our Blog including:
updates, sponsor profiles, media coverage• 10+ Outside bloggers included articles and links back to our
site• Coverage of campaign was featured on local and regional TV,
radio, online news and print• Fireworks company donated extra $5,000 worth of fireworks• BEST 4TH OF JULY EVER!!!!
SOCIAL MEDIA 101 Save Kirkland's4th of July
