Get the Girls ‘Round 2010

Irish Cancer Society | Case Study

About the campaignGet the Girls ‘Round is the fundraising campaign for the Irish Cancer Society's Action Breast Cancer Programme. Action Breast Cancer is Ireland’s leading provider of breast cancer information and support. All funds raised from Get the Girls ‘Round campaign go towards developing information, advice and support services for women with breast cancer in Ireland.

The aim being to encourage women all over the country to host a night at home with their girlfriends and donate the equivalent of what they would have spent on a night out.

Target audience• Main Target: New female fundraisers aged between 20 - 40

• Existing Audience: female fundraisers of all ages

Objectives• As a re-brand and name change were required, awareness around the new name was necessary.

• To increase the profile, reach, and profitability of the programme.

• Develop a strategy to appeal and encourage woman to hold a girls night in.

• Attract new and younger female supporters to the programme.

Objectives cont.• Present a clear fundraising proposition.

• Provide a more fun and an easy way for its supporters to donate.

• Enhance the campaign and improve on the numbers of users, parties and donations from 2009.

Solution

To present the campaign as a fun and engaging fundraising initiative, Facebook was chosen as the platform within which to launch the programme.

1.3m Irish users 700,000 Female

SolutionFacebook as a platform enabled us to accurately target our intended demographic. The social aspect of the campaign would especially appeal to Facebook users, while also giving greater exposure to party organisers and their network of friends.

0

175

350

525

700

Registered Users Registered Parties

20092010

53% Increase

138% Increase

Registration Results (as of 19th November 2010)

Donation Results (as of 19th November 2010)

€0

€25,000

€50,000

€75,000

€100,000

Total Donations

20092010

675% Increase

Microsite Results (as of 19th November 2010)

2009 results 2010 results2010 results

Visits 6841 Visits 2617

Pageviews of signup.php 3427 Pageviews of signup.php 1664

Absolute Unique Visitors 5676 Absolute Unique Visitors 2274

New Visitors 83% New Visitors 86.05%

Returning Visitors 17% Returning Visitors 13.95%

Pageviews 26601 Pageviews 6928

Average Pageviews 3.9 per visit Average Pageviews 2.65 per visit

Time on Site 2:38 Time on Site 1:43

Bounce Rate 47% Bounce Rate 65.69%

Direct Traffic/ No referrer 36% Direct Traffic/ No referrer 28.39%

Referring Traffic 58% Referring Traffic 66.18%

Search Engines 5% Search Engines 5.43%

Visits from Facebook ? Visits from Facebook 1260 (48.15%)

Facebook Results (as of 19th November 2010)

Fans Generated 1562

Page views 12,143

Unique page views 3722

Total interactions 425

Post Likes 218

Comments 84

Wall posts 123

Unlikes 29

Unsubscribes 62

Video plays 60

Photo Views 390

Registration Results50% of all traffic to the microsite came from facebook. The quality of this traffic when compared to the previous year was significantly improved.

The 2009 page views for the signup page converted to party registrants was

4.96% (3427 page views yielding 170 registered parties)

The 2010 page views for the signup page converted to party registrants was

24.33% (1664 page views yielding 405 registered parties) despite the fact that the page views were almost half those of the previous year.

InsightThe indication from these figures is that capturing users in the social environment generated by the facebook page before sending them to the registration process yielded a significantly

higher standard of visitor, who were much more likely to become active members of the campaign.

Facebook Fans Results• The campaign now has a medium sized Irish facebook community.

• The page is currently ranked 46th of 83 charity facebook pages listed on ie.yoursocialmonitor.com Overtaking established Irish charity brands such as DePaul Ireland, Alone, The Cari Foundation, Oxfam, The Dublin Simon Community, Big Brothers Big Sisters of Ireland and Sightsavers.

• The likelihood of these users participating again is increased. The facebook community which has been built allows us to start the campaign from a much stronger position of support in 2011.