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Ever heard it said "there’s no ‘$’ in social media. Just a plain old letter ‘s’?" Many organizations have found that a strong social media presence has not yet translated directly into significant fundraising revenue. Shoni Field will share the BC SPCA’s experiences using a ‘small wins’ approach to growing their social media sourced revenue. Using case studies that reference some of the BC SPCAs successful online campaigns including BC SPCA Medical Emergency, Second Chance Holiday Campaign, Calendar Contest and National Cupcake Days she’ll explore: • Whether a shifting emphasis from transactional to relational fundraising fits better with the social media psyche. • How we move social media supporters out of their silo. • What role virtual peer2peer models can play in growing social media sourced revenue. PRESENTER Shoni Field As Director of Fundraising Innovation at the BC SPCA, Shoni Field explores dynamic opportunities in micro-campaign and peer-to-peer fundraising that deeply engages their support base. Shoni has eighteen years of experience in direct response fundraising. She has worked with a range of non-profits including The Pembina Institute, Imagine1Day, EcoJustice, The Arthritis Society and the B.C. Cancer Agency.
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$ocial Media? Using small wins to grow social
media revenue
Shoni Field – Director, Fundraising Operations and Innovation - BC SPCA
The Challenge
Online (passive) revenue was climbing but ‘spontaneous’ 2nd gift rate was low.
Online solicitations (active) were underperforming, contributing to low 2nd gift rate, and had no mechanism to bring in new donors.
A Symptom
Despite high engagement only 4.2% of our 35,000 likes on Facebook were donors.
Had some success driving delayed revenue through event registration, both actual and virtual, but responses to solicitations were low (ranging from 0-3% of donors)
The Shift...
Microsite with:• Goal thermometer• Leader board• Peer to peer capacity• Social sharing
To a campaign model including:
The Shift...
E-blast series over campaign (5-6 weeks):• Supporter list: 5-6 emails• Peer to peer fundraisers: +2-3 coaching emails• Donors: +1 (request to share)
To a campaign model including:
The Shift...
Multi vehicle promotions:• Physical: posters, sandwich board etc.• Social media: Facebook cover photo,
Facebook/twitter posts• Other online: website banner, email
signature, e-newsletter, online ads(?)• Earned media• Direct Mail tie in (on occasion)
To a campaign model including:
Test Cases...Dec. '11 Dec. '12 Dec. '13 Increase
Total Raised $ 3,715.00 $ 38,436.00 $ 78,055.00 2001%
Average Gift $ 69.00 $ 98.00 $ 187.00 171%
Visitors 1850 4622 4821 161%
Donors 54 392 660 1122%
Total New Donors 5 102 190 3700%
Saw huge revenue increase by: • Making peer to peer the 1st ask• Providing a ‘home’, with a goal
Test Cases...
Increased by
Revenue 49%
Entrants ($100+) 34%
Avg. Donation 12% Avg. Raised/per
entrant 10%
# donors 43%
People will give via FB when a personal connection is made. 22% of gifts came from Facebook
Test Cases...
People will give to a ‘local’ case when they don’t live in the area
66% of donations came from outside the community
Findings...
Having a ‘home’ for the campaign with a goal was key to increasing revenue. Needed to make a personal connection to stimulate facebook sourced giving.
Geographic proximity to need wasn’t a factor.
New donors coming in but weren’t converting to other giving platforms.
The right need at the right time...
Media releases 12-20 times a year • Animals with unusual medical costs
Challenges:• More stories than capacity for media
releases.• Donor discomfort with making gift to general giving
page, when inspired by one animal’s story. Personal connection, ongoing, ‘local’ stories province-wide
Medical appeals:
The great leap forward...
Stories galore...
22 dogs (breeder surrender)Medical costs = $27,000Money raised = 11 days
Uka, $700 in 7 daysDonor: “I have respiratory problems too, so I really related to Uka.”
Medical appeals for cats increased from 13% to 43% of all stories.
Campaign provides platform to fundraise for large cases, quickly.
In cruelty cases when we have restrictions on fundraising , being able to help fund medical care gives a frustrated public an outlet.
Nelson, $1000 in 5 days
Results – Three months in
• 34% new donors
•28% of them made 2nd gift within 3 months.
Source of new donors
Facebookspca.bc.caEmail sharesMedia linksOther
19%
34%27%
18%
2%
Results – Three months in
• 92% of existing donors increased their (Q1/2) giving from 2013 to 2014
Changes in Giving Patterns
Stayed sameDown over 2013 Q1/2Monthly donorsLapsed Donors
37.2%
41.4%Giving
Why is it working?
Quick gratification, clear impact• Cats 6 day, Dogs 9 day (mean length)• Donors get animal update when goal met
About a personal connection to an animal rather than a transactional relationship with an organization more comfortable sharing.
Next Up?
Group challenges to reintroduce peer to peer.
Tele conversion campaign to get new donors to monthly.
Sign up for ‘alerts’ when case added.
Testing online advertising again.
Questions?
Shoni [email protected]
604-720-0541
Confession: If you have questions, and want to contact me, email will get better results than LinkedIn, Twitter or Facebook!
