Jewish Detroit Votes Case Study

JewishDetroit VotesCampaign Case Study

Internet Marketing TeamJewish Federation of Metropolitan Detroit

JewishDetroit Votes Goals

• Combat perception Federation is closed to the community

• Expand email database with new community members

• Personalize the giving experience for community members

• Communicate some of the core values of Federation

• Deepen the connection between Federation and known community members

JFMD allocated a special fund of $100,000 to donate to six areas of need:• Emergency Assistance,

• Employment Assistance,

• Send a Kid to Camp,

• Caring for our Elders,

• Detroit Young Adult Retention and

• Israeli Children at Risk. We asked the community how theyʼd like to distribute the funds by creating a web browser-based voting platform.The JewishDetroit Votes campaign ran from March 8 to April 8, 2011.

Campaign Overview

VOTE

Campaign SetupGoals and landing page development

Landing Page

Campaign PromotionMultifaceted approach: Agency toolkit, email, print advertising, social media, & grassroots

Agency ToolkitProvided to agency partners

Email marketingExisting base of 12k subscribers

Print MediaJewish News PR & Print Flyers

Social NetworksContent sharing and direct engagement

Campaign ResultsTraffic performance and community engagement

Direct56%

JewishDetroit.org20.81%

Email19%

Social Media5%

Traffic SourcesMultifaceted approach: Agency toolkit, email, print advertising, social media & grassroots

Traffic to JewishDetroit Votes

Traffic to JewishDetroit VotesEm

ail

Email

Email

Email

Email

Vide

o

Engaging JewishDetroit

One of the greatest successes of the JewishDetroit Votes campaign is its expanded community engagement.

New Emails16%

Existing Emails84%

ALEXA RANK LINK POPULARITYFebruary 11,735,738 7,790

April 4,522,484 8,550

JewishDetroit.org SEO

Twitter.com/JewishDetroitFacebook.com/DetroitFederationJewishDetroit.Tumblr.com