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Case study: Irish Cancer Society and Colour Dash event
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Case Study: Irish Cancer Society Colour Dash
The Formalities
1. Who am I?
2. Who is the Irish Cancer Society?
3. What is Colour Dash?
The FormalitiesMe!
• Web Services Manager, Irish Cancer Society
• Formerly with the Canadian Cancer Society
• 10 years’ experience in online fundraising and marketing
• Nerd!
The Formalities
• Founded 1963
• Strategic goals: 1. Reduce cancer risk
2. Improve lives
3. Lead research
4. Influence public policy
• Website: www.cancer.ie
The Formalities
• 3 events• Campaign timeframe:
May-Sept 2014• Registration fee = €30 +
fundraising• Microsite: cancer.ie/colourdash• Facebook & JustGiving.com
presence• Fundraising packs sent by mail
Campaign Overview
3 phases:
1. Recruitmenta. Re-activationb. Acquisition
2. Engagement
3. Post-event
Recruitment:Re-activation Campaign
Bringing back last year’s supporters
Email campaign
• Targeted 2013 participants + similar event participants
• 60% open rate!• 90 registrations within
the week after 1st
re-activation email• 330 conversions within
the week after 2nd
re-activation email
Website
• Cancer.ie homepage
– 72,000 average monthly visitors
• www.cancer.ie/ColourDash
– Microsite with online registration form, FAQs, etc
Facebook Pages
• Irish Cancer Society Facebook Page
– 3 Facebook Events
– Organic posts
• Colour Dash Facebook Page
– Organic posts
Recruitment:Acquisition Campaign
Finding Brand New Supporters
Multi-channel!
• Website
• Google Search
• Email campaign
• Display advertising
Multi-channel!
• Email campaign
• Display advertising
Website
• Homepage
• Vanity URL www.cancer.ie/ColourDash
• Dedicated section within website
• 257 conversions from homepage alone
Irish Cancer Society Facebook Page• 3 Facebook Events
90 conversions
• Organic posts181 conversions
• Paid ads88 conversions
• Custom audience targeting
Search Engine Marketing
• Benefited from Google Grants programme
• Campaigns geo-targeted to each area
• 786 conversions:– 566 registrations from organic
search– 202 registrations from paid search
• Drove 3,400 visits to website
Recruitment Results
33.00%
16.00%14.00%
12.00%
10.00%
6.00%
6.00%
2.00%1.00%
Online Registration Sources
Google Search
Cancer.ie homepage
Direct Traffic
Google Paid
Facebook Posts
Facebook Ads
Facebook Events
Email Campaigns
Bing Search
Engagement Campaign
Steward fundraising and build event excitement
Email Campaign
• Irish Cancer Society emails
– 2 fundraising stewardship emails per event
• Astonishing 57% open rate!
– 273 JustGiving fundraising page registrations
• JustGiving automated emails
– €19,000 fundraising revenue generated online
Facebook Posts
• Organic posts to the Irish Cancer Society Facebook Page
– Increase in 9k followers
• Organic posts to the Colour Dash Facebook Page
– Increase in 2k followers
Most popular posts
• Event announcements & Good Luck posts
• Photo shares
• Live updates and photos from race start and finish
• Registration deadlines
And the not-so-popular…
• Giveaways
• Tagging gimmicks
• Cross-promoting other campaigns
Post-event campaign
Recognition & thank you’s
Post-event campaign
Thank you emails
• High open rates (between 40% & 80%)!
• Provide information on how to submit funds raised
• Drive to Facebook albums
Post-event campaign
Thank you social media posts
Post-event campaign
Facebook albums
• High engagement & shares
• Friends tagging one another
• Embedded albums on website
Post-event campaign
“1st across the finish line”
• Great engagement on live updates
• “Winner” recognition
Learnings
What worked?
What didn’t work?
Learnings
What worked?
• Website homepage promotion
• Facebook Events
• Custom audience advertising
• Google Ad Words
• Re-activation emails
• Fundraising stewardship emails
Learnings
What didn’t work?
• Acquisition emails
• Twitter ads
• Display ads
• Giveaways
• Tagging gimmicks
Final takeaway
Mix!
Integrate!
Balance!
Thank you!
Questions?
Feel free to connect!www.linkedin.com/in/wrobertsaunders
