Using social media to reposition your organisation, attract new supporters and build engagement

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Royal Air Force Benevolent Fund

Ann-Mari Freebairn – Head of CommunicationsMichael Laffan – Online Communications Manager

“Ultimately, users visit your website for its content. Everything else is just the backdrop.”Jakob Neilsen - useit.com

@1940George @1940Jane @1940Mary

@1940Alex @1940Frank

Involving celebrities

Supporter engagement

1. Re-visit 1940Chronicle website2. Subscribe through RSS feeds3. Social media engagement4. Visit RAFBF main site5. Sign up for e-newsletter6. DONATE!

Outputs

• 83,551 overall visits• 57,307 unique visitors • 26,382 repeat visitors to campaign

site• 2,481 Chronicle followers on Twitter• 1,623 fans on Facebook• 1,457 Twibbon downloads

Using online influencers

• 30 – 40 friendly bloggers wrote posts on Day of Action

• 100 highly engaged people produced 31 to 145 pieces of campaign related content each

• 48,085 mentions across social networks

• Tweet reach of 320,000 via 200 tweets

Visitors to 1940 Chronicle

Audiences

• Facebook insights showed that we successfully engaged with younger supporters

Outcomes

• Increased traffic to main RAFBF website by 100%

• Themed e-newsletter – 50%+ open-rate

• RAFBF Facebook fans increased by 2,000+

• RAFBF Twitter following grew from 25 to 1,200

Other outcomes

• 77 pieces of media coverage with 8 million Opportunities To See

• Change in positioning reflected in posts, online conversations and off-line coverage

• Website will be used as an online teaching resource

• Website has become part of British Library archive of UK documentary heritage

Online donations

• Online donations trebled compared to the same 4-month period in 2009

June July August September0

20092010

The future’s bright ...

• Investment and buy-in• Future web strategy• Sustainability• Building on relationships with online

influencers• More integration of on- and off-line PR• Online donations

Using social media to reposition your organisation, attract new supporters and build engagement

Education