Social MediaBeyond the hype to real fundraising impact

Meredith CampbellDirector Fundraising and Marketing

Royal children’s Hospital Foundation

What’s on the menu?

• Why do we care?

• Twitter vs facebook showdown

• Real case studies of how to make money today

• Measurement and evaluation

• Key tips and tricks

But above all……

Show me the money!

Why do we care?

• 80.1% of Australian population is online

• 17 million internet users

• 10 million facebook users

• 1.1 million twitter followers

• Fastest growing group of facebook users – women over 55 years

The role of social media in fundraising

• Reach

• Affordability

• Social fundraising

Twitter vs Facebook

Twitter facebook

Individual accounts Profiles, pages and groups

Unlimited followers Some limitations

Large retweeting/promotional reach

Fan/friend sharing limited market

Advertising in its infancy Advertising established

No transactions inside twitter Payments possible

Apps limited to sharing and following

Apps to enhance user experience and engagement

200 million users? 500 million +

SMS for the internet Social web

Twitter vs Facebook

Twitter facebook

Promotion Promotion

Relationship building Relationship building

Transactional

UCSF Challenge for Children

UCSF Challenge for Children• Peer to peer fundraising platform integrated

with Causes

• Team with highest number of donors (not $) named a room at the new Children’s Hospital

• Target 1,000 new supporters, $100,000

• Achieved over 160,000 donors and over $1m

USCF Challenge for Children

Results?

• 6,040 unique clicks

• 11,108 total clicks

• 1,600 new prospects

• GBP 1,040 raised

• 10% conversion rate

Haiti & the DEC appeal

Social fundraising

facebook advertising

Advertising Cost-Effectiveness Christmas 2010 Appeal

Online channel Cost per click Cost per 1,000 impressionsFacebook advertising $1.01 $0.20Brisbanetimes advertising $42.55 $11.30

Advertising medium Total Impressions Cost per 1,000 impressions40 Adshell panels 790,000 $40.37Metro Television advertising 1.89 million $18.50Regional Press Advertising 362,000 $13.81

facebook advertising

Campaign Name Impressions Clicks CTR (%) CPC CPM Spent (AUD)Working Wonders 382,625 42 0.01% 1.26 0.14 53.08Kids Christmas Appeal 2,025,162 270 0.01% 1.15 0.15 311.44Kids Christmas Appeal 1,492,762 272 0.02% 1.13 0.21 308.42Kids Christmas Appeal 5,032 0 0.00% 0 0 0Sponsor a Bauble 1,608,091 283 0.02% 1.11 0.19 312.85B105 Christmas Appeal 284,895 56 0.02% 0.89 0.18 50B105 Christmas Appeal 1,673,252 256 0.02% 0.97 0.15 249.47Regional Kids Christmas Appeal 361,308 43 0.01% 1.16 0.14 49.8Regional Kids Christmas Appeal 416,597 64 0.02% 1.17 0.18 74.77Corporate Fundraising 874,891 410 0.05% 0.75 0.35 305.91

9,124,615 1,696 0.02 1.07 0.19 1715.74

facebook advertising

• CPC

• CPM

• Bids

• Daily or total spend

Facebook pages

facebook Measurement

Month US Jan Feb

Total Number of fans N/A 2172 2221

Avg No. of posts per week 3 to 8 2 2

Monthly fan growth 3.75% 2.20% 2.58%

Monthly fan churn 2.00% 0.23% 0.70%

Growth per wall post 0.23% 0.44% 0.43%

Avg Page view rate per RCHF post 0.56% 1.78% 1.62%

Total page views per week per 100 fans 10 17 21

Unique page views per week per 100 fans 2 9 9

Weekly fan action rate 2.50% 5.89% 7.24%

Measurement and tracking

• facebook insights

• Tweetdeck

• Hootsuite

• 2011 eNonprofit Benchmarks Study

Key Tips and Tricks

1. Start by listening

2. “Add this” to all online and offline promotion

3. Look for ways to extend campaigns into the social space

4. Explore apps and widgets

5. Measure!

Any Questions?

@amazonmc

http://www.linkedin.com/in/meredithcampbellau

meredithc@workingwonders.com.au