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Presentation was given at the Institute of Fundraising North West Annual Conference on the 10th November 2009 in Grange-over-Sands
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IoF North West Annual Conference 2009
How St Ann’s Hospice used social media to boost their event registrants
Hello!
Jonathan Waddingham• Charity Champion at
JustGiving
• Work with charities to make
best use of the web
Catherine Williams• Director of fundraising &
communications at St Ann’s
Hospice
• Vision and strategy for the
fundraising and internal and
external communications
Advice from last summer...
Engagement is more than just a ‘donate now’ button
It’s about building relationships with supporters
Hard to measure, may not reap immediate returns
Reaching out to people in their online world
Go to where your supporters are, don’t expect them to come to you
The investment is time more than money
If you do it, do it well – be authentic
It’s a way for people to share and discuss information online
The point of it is people – anyone now has the power to create content online
From a charity perspective, it’s a great way to engage supporters and tell a story
You can get your supporters to tell your story
What *is* social media? And what’s the point of it?
Social media is all of this
videosphotos
How do you help these people?Some areas to focus on...
Video...
www.acorns.org.uk
You gave us money. Now what?
www.charitywater.org/mailings/twestival_drill.htm
The follow up email...
www.charitywater.org/mailings/twestivalday1.htm
www.charitywater.org/twestival
Photos...
www.flickr.com/photos/breastcancercare/sets
Photos... It’s not just Flickr – try Picasa
http://picasaweb.google.com/stannshospice
Picasa’s offline photo management system is excellent and allows St
Ann’s to categorise and tag photos both using text and facial recognition.
St Ann’s on Flickr vs Picasa
With one click the folder can be synchronised to our picasa website and
any changes made offline are reflected online in real time
Picasa also works perfectly with our CMS (umbraco), so from a
development point of view there was less cost and hassle in integrating
it into our site.
316
million
users
www.facebook.com/press/info.php?statistics
>10 million
become fans
of pages
every day23 M
users in
UK
Facebook – some facts
www.facebook.com/dogstrust
Facebook – your ‘other’ website
www.facebook.com/kidneyresearchuk
Use fan pages to engage people with... photos
www.facebook.com/childsifoundation
Use fan pages to engage people with... videos
www.facebook.com/meningitisresearch
Customise your tabs
www.facebook.com/MarieCurieUKIf you have the resources...
www.facebook.com/yorkshirecancerresearch
Don’t forget to add your events
www.facebook.com/bullyinguk
Add donation and fundraising info
400,000 installs30%referrals
http://apps.facebook.com/justgiving Facebook and JustGiving
Having a conversation with people who care
Facebook Connect
http://developers.facebook.com/connect.php
http://icanhaz.com/fbconnect
www.protectthehuman.com
Facebook Connect
Facebook Connect on JustGiving
http://icanhaz.com/connectJG
60%Percentage of Facebook visits from Facebook
home page
2%Percentage of Facebook visits
from Facebook inbox
Facebook news feed is the place to be
www.alexa.com/topsites/countries/GB
13th most
popular
site in
UK
http://icanhaz.com/twitwise
Twitter – fastest growing website in UK
http://icanhaz.com/charitytwitter
Follow charities who do it well
http://nfptweetup.org.uk
http://icanhaz.com/tools1
http://icanhaz.com/tools2
http://socialmention.com
http://addictomatic.com
Resources for Twitter
http://icanhaz.com/emailstats
http://bit.ly/digidonors
One last thing... email
St Ann’s Hospice
www.sah.org.uk
St Ann’s Hospice strategy
JustGiving visit gave them ideas, they worked on what they wanted to do
Planning re-launch of site and saw need to incorporate social media into it
Structure of CMS took into account social media ambitions
Built standard site, but left room for more integration in the back-end
Promoted the launch of the walk by holding a flashmob
A flashmob is a large group of people who assemble suddenly in a public place,
perform an unusual action for a brief time, then quickly disperse (wikipedia)
St Ann’s did supplementary work with generic Hospice pages on Facebook and
Twitter to advertise the FlashMob and drive traffic to the main hospice pages/groups
The big event – Manchester Midnight Walk
Aim: increase awareness of the event and encourage people to register
Manchester Midnight Walk promotion
How did they record the event?
http://www.youtube.com/watch?v=qZ4NEK2ap-4
How did other people record the event?
Used other people’s content on their own channel
http://icanhaz.com/stanns
38%
Using a Facebook fan page for the event
£178k
PR value
(approx)
Generating PR
238%
Only 6 weeks into opening registration for the event for the ‘early birds’ in April, St
Ann’s already had 1,340 registrants (from a total target of 3,000) for an event that
didn’t take place until June.
Early results
Set up the Midnight Walk twitter pages a couple of weeks after the event
All footage and Press coverage was put on Facebook, Twitter, YouTube and Flickr
After the flashmob… keeping momentum going
Cross promoted everything between St Ann’s site and Midnight Walk sites
Realised the value of investing time & effort building fans and followers
Painstakingly followed lots of Manchester people on Twitter
We are also building into our Content Management System the ability to flag
up which pages we want to tweet to help manage the process.
Social Media use after the launch
Promoted it on our website, in our newsletters, in our enewsletters, and put
permanent links on the front page of our website and every other page too
Promoting Social Media
Promoting Social Media
Explain what it is
Explain what it is
Measuring the value
http://bit.ly
2.61%
Had a Facebook group, but changed to fan page – lost a few people
Be careful how you set up your Facebook fan page!
Look out for opportunities – St Ann’s are due to start work with
Salford University students on their Social Media Masters Course
Lessons learned
Generating content is often hard, but there are always great stories around
Finding the right people on Twitter to follow – looked at the Forever
Manchester site to find local people
Now using Twitter lists to find Manchester people
The Midnight Walk average sponsorships were lower (but had been budgeted for)
Even with the increase in net income from the walk our net income
across all fundraising is £165k lower than the same time last year
Corporate fundraising is struggling in particular and we are all having to
work even harder than before to maintain existing relationships.
Has the Recession affected things?
83%
Total net raised so far is £231,890 (last year £175,000).
17.5% higher than budgeted and 32.5% higher than last year
1,485 more walkers signed up than last year, a total of 3,285
Budgeted for 2,750 so achieved a 20.5% increase on target
Overall results of the Midnight Walk
Challenge is tracking FB & Twitter accurately
More YouTube – getting help on design and structure of NFP YouTube page
Growing the Facebook fan page
Having more conversations about their services through social media
Added links to social media on every page of website
What’s next for St Ann’s
If I could give one tip it would be: do one thing now –
you don’t need a strategy in place, just try it out!
For example, set up a Facebook group/event or a
Twitter site and actively promote it on your emails –
see what happens as a result!
Catherine’s advice
Social Media offers unparalleled opportunities for
storytelling and engagement. While it can be difficult
to measure, it’s a new channel to use and can
certainly help you attract supporters – be it for
specific events or for the longer term.
Summary
Catherine Williams
@StAnnsHospice
www.linkedin.com/in/stannshospice
www.sah.org.uk
Jonathan Waddingham
@jon_bedford
http://charities.justgiving.com
slideshare.net/jwaddingham
http://icanhaz.com/PFJW
Contact us
