Segment 3:Fundraising Branislava Milosevic Save the Children

Segment 3:Fundraising

Branislava MilosevicSave the Children

Outline of this session

• What is digital engagement, does it work and what’s all the fuss about social media?

(25 mins)

• Engaging networks – tools that can help (5 mins)

• Group work(30 mins)

Engagement• It can be anything people do online – we just need to

have more than one offer

• Engagement is a result of a good user journey – personalisation based on 360 view of a supporter

• Digital enables a two-way conversation – but not everyone wants to participate

Pyramid of engagement

Digital engagement campaigns bring in money and leads

6

7

• 100k petition signatures (‘CEASEFIRE’)• Entire volume contacted • 9k new regular givers, high average annual

donation • Campaign ROI of 1.4 • A pool of SMS campaigners (G20 campaign) and

prospects• Brought in a new audience

Gaza campaign - results

2010 website KPIs

• The % of overall income that comes through online went up from 3% in 2009 to 6% in 2010.

• Donations coming through online channels have more than doubled in comparison to 2009

• This is without emergencies - the emergency income is up almost 4.5 times

• Regular giving set up through the website has increased almost 4 times both in terms of income and number of donors.

No Child Born to Die launch review

Unsurprisingly, quality traffic comes from supporter comms.

Thousands of email sign-ups

Over 13,600 online campaign actions so far – 6,500 new campaigners

But 70% of donors new – advertising (e.g. youtube).

Facebook one of our top referrals, although the numbers are still small

Facebook advertising has driven the growth of fans on our Facebook page which has then increased daily interactions on our page.

Twitter brought over 14,000 views of the 0-5 film.

Amnesty – radios for Burma results

• £175,000 raised• 14,000 radios being distributed• 306 re-tweets, 106 comments• 2,000 letter-writing action • 9,000 photo-petition

Social media doesn’t work?

Traditional marketing approach

14

InterruptionINTERRUPTION

Social media changes the way we communicate

15

Now we can flip the funnel!

16

“A new set of online tools makes this approach not just a possibility, but also an imperative for any organization hoping to grow. Give your fan club a megaphone

and get out of the way.”, Seth Godin. Flipping the Funnel www.sethgodin.com

#blogladesh• Reached over 10 million

people

• 2,791 tweets

• 65 blog posts, 7 videos in the busiest week

• Increase in the number of actions #pressforchange – over 63,000

• Meeting with Mitchell and Clegg in NY

#passiton• Reached over 20 million

people• Total mentions/tweets:

10,000+• Total re-tweets: 5,000+• Unique mentions (by one

profile): 2,500+• Blogs 130+• Petition signatures: 47,444 • GAVi vaccines fund $4.3

billion, $600m over target

#blogladesh• Reached over 10 million

people

• 2,791 tweets

• 65 blog posts, 7 videos in the busiest week

• Increase in the number of actions #pressforchange – over 63,000

• Meeting with Mitchell and Clegg in NY

Jenni Ware Carolee HazzardDonors are

doing it for themselves

Thanks!• Any questions?

bubana@gmail.com

bubana.blogspot.com

@bubana