The Anatomy Of A Fundraising Campaign Utilizing Social Media
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A Case Study Using Social Media for Nonprofit Fundraising
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The Anatomy Of A Fundraising Campaign Utilizing Social Media
- 1. THE ANATOMY OF A FUNDRAISING CAMPAIGN UTILIZING SOCIAL MEDIA Save Kirkland's 4th of July (A Case Study) Presented by Susan Burnash
- 2. SOCIAL MEDIA 101 Save Kirkland's 4th of July BRANDED LOOK, FEEL AND VOICE We decided on a primary visual to create ongoing recognition for the campaign. It was utilized throughout all elements of campaign. Where campaign included a voice we defined a “personality” for the image as the speaking Firework hoping Kirkland would save him/her (gender neutral) People felt more connected to the campaign and connected on a more personal level especially through Facebook.
- 4. To engage the community in supporting campaign
- 5. To garner media coverage to expand message
- 8. Local and Regional Media including
- 13. E-Newsletter through Purple Duck Mail
- 14. Facebook Page
- 15. Twitter
- 16. Blog
- 17. Media Releases
- 18. Events
- 20. Link to PayPal donation page
- 21. Email links
- 23. News and updates
- 24. Link to Facebook profile
- 25. Volunteer information and sign-up form
- 28. Facebook page
- 29. Twitter
- 30. Blog
- 33. Numerous PHOTO ALBUMS of past 4th of July celebrations
- 34. LINKS to Website, Twitter, Blog under our contact information
- 35. MY COUNTDOWN APPLICATION to show progress and link to Firstgiving.org fundraising page for online giving
- 36. FUNDRAISING TAB powered by First Giving on top menu
- 37. BLOG TAB and set up our blog to feed in automatically
- 38. Created EVENTS SECTION for Fundraising and Deadline notifications
- 39. Displayed TWITTER ICON and set up to post directly on Wall
- 41. Save Kirkland's 4th of July became a FAN of Kirkland businesses, groups and media Facebook pages
- 42. Utilized CAUSE APPLICATION inviting followers to do the same
- 43. Created various EVENTS and invited followers to attend
- 44. Added daily updates on WALL to continue interest Friends
- 45. Thanked Individual supporters on WALL
- 48. Followed other local Twitter users including media - they returned favor by following us
- 49. Sent thank-you direct messages to new followers
- 50. Tweeted replies to users
- 51. Set up Ongoing Tweets through Tweet Later
- 52. Highlighted news from blog
- 54. YouTube video of a previous fireworks show
- 55. Slideshow of Fourth of July photos
- 56. Badge linking to the Facebook page
- 57. Link to the Twitter page
- 58. Poll of how many times viewers have attended a 4th in Kirkland
- 59. Brief bio on Celebrate Kirkland
- 61. Donation updates
- 62. Daily Green Tips to go with theme
- 65. Commenting on local or regional blogs that would have an interest in our blog and campaign
- 68. PayPal option on Website, blog and Facebook
- 69. First Giving.com online donation platform
- 70. Donation boxes in local shops and businesses
- 71. Primary Check drop off location
- 72. Chamber offices
- 74. Woodmark Realty
- 75. Grape Choice
- 77. SOCIAL MEDIA 101 Save Kirkland's 4th of July CAMPAIGN RESULTS (SUMMARY) Our Save Kirkland’s Fourth’s of July Campaign gave us the power to reach our goals and objectives a very short amount of time (6 weeks). By tapping into existing databases, social media applications, traditional and electronic marketing tactics, and ongoing media outreach we were able to create the community excitement and financial support we needed to not only hold our Annual 4th of July Parade but, a fireworks show that was bigger and better than previous years.
- 79. 75 individual donated $6,945; avg. donation of $92.60
- 80. 15 businesses donated $24,150; avg. donation of $1,610
- 81. Approximately 500 friends and fans joined our Facebook
- 82. More than 150 Twitter users became followers
- 83. More than 50 entries were posted to our Blog including: updates, sponsor profiles, media coverage
- 84. 10+ Outside bloggers included articles and links back to our site
- 85. Coverage of campaign was featured on local and regional TV, radio, online news and print
- 86. Fireworks company donated extra $5,000 worth of fireworks