How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case Study

How to Maximize Your Results:

A Houston Grand Opera Case Study

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#KimbiaWebinars @HouGrandOpera @KimbiaInc

Confidential document: Kimbia Inc. 2015

Miriam Kagan Senior Fundraising Principal

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Emily Schreiber Development Officer

www.houstongrandopera.org

Asha Curran Director, Center for

Innovation & Social Impact

@KimbiaInc @MiriamKagan

#KimbiaWebinars

@HouGrandOpera @HGOperaCat #AllInForHGO

@radiofreeasha #GivingTuesday


Agenda

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Intro + About Kimbia & Houston Grand Opera

#GivingTuesday Background and Stats

All In For HGO Case Study

Questions

Next Steps / Offer #KimbiaWebinars @HouGrandOpera

@KimbiaInc


Kimbia is the global leader in crowdfunding events

Helping 19,000+ nonprofits since 2007 7 of the 10 largest crowdfunding events

ü  Delivered through patented widget technology

ü  Focused on producing the opAmal donor experience

ü  Higher conversion rates in A/B tests versus compeAtors

ü  Portable, scalable and easy to integrate with CRM, CMS, Email and other soNware tools

•  Giving Days •  P2P & Team Raising •  Online DonaAons •  DIY •  Event RegistraAon


Kimbia provides an all-in-one solution for…

Online Fundraising

Event Registration

Peer-to-Peer, Team & DIY Fundraising

Giving Days / Crowdfunding

Custom Forms


The Kimbia Solution

Embedded in an organizaAons exisAng website •  Enables branding control •  Increases donor

conversion by 30% on avg

Best of Breed, cloud-‐based plaXorm

Mobile-‐ready responsive •  No need for web APIs to

build / style

Social sharing integraAon

Works with client systems of choice: •  IntegraAon ease using data APIs •  App on Salesforce AppXchange

Secure, PCI Level 1 compliant, forms

£ €¥ $ MulA-‐Currency

MulA-‐Language

20+ Gateways


About


•  450 community performances, arts education programs, and collaborative workshops each year

•  HGO employs over 900 people annually, 117 on full-time staff

•  Budget of $26 million •  Contributed income accounts for approximately ¾ of

operating budget •  48 member Board of Directors •  Core values of HGO are excellence, relevance and

affordability



180% Year-over-

year growth on social

media

15.4 Billion

Impressions in social and print media








Tips to plan for #GivingTuesday 2015:

•  Plan ahead: Set a goal and plan your campaign details early.

•  Be crea>ve: #GivingTuesday is a great opportunity to experiment. Use the tools and energy from the day to try something new.

•  Collaborate: Partner with other organizaAons and use your combined voices to have a greater impact.

•  Share your campaign: We want to hear your plans & help share your story. Tweet @GivingTues or post your blog on our website.

•  Let us know how we can help: We are here to help! Email us at [email protected] -‐ we are happy to talk about your ideas and provide tools for your campaign.


Confidential document: Kimbia Inc. 2015 19


•  We recognized the potential to raise new dollars and attract new donors

•  We wanted to be one of the first performing arts organizations to launch a campaign

Why Crowdfunding?


Hosting a first-time event as part of #GivingTuesday helped to:

•  Increase visibility •  Promote a sense of

urgency •  Spread awareness •  Lower both workload and

promotion costs

Why #GivingTuesday?


•  Raise $200,000 •  Convert ticket

purchasers to donors •  Upgrade/get second

gifts from existing donors •  Expand the reach of a

large campaign that was nearing completion

•  Reach new audiences in the Houston community

Our Goals


•  Proven best practices established by the giving day leader

•  Innovative, easy-to-use technology platform •  A robust suite of expert services and support

Ø Kimbia provided strategy consulting, designed and executed mobile-responsive giving site and developed content for pre and post-event emails

Why Kimbia?


Multi-channel campaign that leveraged both offline and online channels •  Email: engage existing donors

and convert ticket purchasers donors with separate, targeted emails for each audience

•  Social Media: Create, nurture and convert social media relationships to drive donations

•  Direct Mail: Spread the word among the offline audience

Event Details: All In For HGO


•  Leveraged digital channels to meet and exceed our goals

•  Created nine total pre-event, event-day and post-event emails segmented by audience (donors and ticket purchasers)

•  Develop a social messaging campaign (free & paid) that effectively encourages engagement, impressions and donations

Campaign Strategy


Houston Grand Opera Key Results: Social


Houston Grand Opera Key Results

17.5% above goal

21% page conversion rate

day of event

$518 average gift, nearly 8x the industry

avg of $66 $317 online average

gift, over 2.5x the industry avg


Key Results •  Email audiences performed very well:

industry-beating open & click through rates •  Current donors stepped up but also a

significant number of new donors were acquired/converted

•  Social played a role in driving traffic—over 20% of traffic on Dec. 2 came from social channels

•  Mobile was an important and active access point – 42% of event-day visits

•  Audiences were most engaged in the morning and late afternoon/early evening

•  While the majority of audience was in/near Houston, we did see pockets of interest around the nation

55%

45%

% of Revenue

Online Offline

89%

11%

% of Gifts

Online Offline


Revenue & Channel Breakdown

69% 7%

23%

% of Revenue Online Only

Email Facebook Direct/Other

61% 9%

30%

% of Gifts Online Only

Email

Facebook

Direct/Other

$358.50

$268.25 $246.60

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$300.00

$350.00

$400.00

Email Facebook Direct/Other

Average Gift Online Channels


Houston Grand Opera Key Results: Email

56%

44%

Email Revenue by Audience

Donors NonDonors

42%

58%

Email Gift % by Audience

Donors NonDonors

Pre-‐event: Non-‐Donor

Pre-‐event: Donor







•  Social success is proven through encouraging impressions, engagement, and even donations

•  Paid Social cultivates new relationships and grows them well

•  A lift in Organic Social relationships occurs both during and after a Paid Social initiative

•  Owned Social nurtures relationships months ahead of Giving Tuesday: interact, entertain and inform with them

•  Building a list of influential donors, opera ambassadors, Houston celebrities etc. amplifies the social reach

•  Photos are important: social posts with photos most often have higher engagement rates



Questions?

35 #KimbiaWebinars @HouGrandOpera @KimbiaInc


Next Steps:

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Please join us for our next webinars: •  Ready. Set. Go! Launch Your

#GivingTuesday Campaign Today



Special Offer

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Special Starter Kit Pricing* to Get You Ready for this #GivingTuesday

•  Fully-branded giving day site •  Real-time status widget, social media

integration •  Industry-leading, proven secure &

stable platform

[email protected]

*Offer does not include Kimbia services engagement or complete platform functionality – contact us to learn more about your options.


www.kimbia.com#www.houstongrandopera.com#

#[email protected]#

@miriamkagan#

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Contact Information


Government & Nonprofit

How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case Study