Case study: Irish Cancer Society and Colour Dash event
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Case study: Irish Cancer Society and Colour Dash event
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Case study: Irish Cancer Society and Colour Dash event
- 1. Case Study: Irish Cancer Society Colour Dash
- 2. The Formalities 1. Who am I? 2. Who is the Irish Cancer Society? 3. What is Colour Dash?
- 3. The Formalities Me! • Web Services Manager, Irish Cancer Society • Formerly with the Canadian Cancer Society • 10 years’ experience in online fundraising and marketing • Nerd!
- 4. The Formalities • Founded 1963 • Strategic goals: 1. Reduce cancer risk 2. Improve lives 3. Lead research 4. Influence public policy • Website: www.cancer.ie
- 5. 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
- 6. Campaign Overview 3 phases: 1. Recruitment a. Re-activation b. Acquisition 2. Engagement 3. Post-event
- 7. Recruitment: Re-activation Campaign Bringing back last year’s supporters
- 8. 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
- 9. Website • Cancer.ie homepage – 72,000 average monthly visitors • www.cancer.ie/ ColourDash – Microsite with online registration form, FAQs, etc
- 10. Facebook Pages • Irish Cancer Society Facebook Page – 3 Facebook Events – Organic posts • Colour Dash Facebook Page – Organic posts
- 11. Recruitment: Acquisition Campaign Finding Brand New Supporters
- 12. Multi-channel! • Website • Facebook • Google Search • Email campaign • Display advertising • Twitter
- 13. Multi-channel! • Email campaign • Display advertising • Twitter
- 14. Website • Homepage • Vanity URL www.cancer.ie/ColourDash • Dedicated section within website • 257 conversions from homepage alone
- 15. Facebook Irish Cancer Society Facebook Page • 3 Facebook Events 90 conversions • Organic posts 181 conversions • Paid ads 88 conversions • Custom audience targeting
- 16. 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
- 17. Recruitment Results Online Registration Sources 33.00% 16.00% 2.00% 6.00% 14.00% 6.00% 10.00% 12.00% 1.00% Google Search Cancer.ie homepage Direct Traffic Google Paid Facebook Posts Facebook Ads Facebook Events Email Campaigns Bing Search
- 18. Engagement Campaign Steward fundraising and build event excitement
- 19. 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
- 20. Facebook 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
- 21. Facebook Most popular posts • Event announcements & Good Luck posts • Photo shares • Live updates and photos from race start and finish • Registration deadlines
- 22. Facebook And the not-so-popular… • Giveaways • Tagging gimmicks • Cross-promoting other campaigns
- 23. Post-event campaign Recognition & thank you’s
- 24. Post-event campaign Thank you emails • High open rates (between 40% & 80%)! • Provide information on how to submit funds raised • Drive to Facebook albums
- 25. Post-event campaign Thank you social media posts
- 26. Post-event campaign Facebook albums • High engagement & shares • Friends tagging one another • Embedded albums on website
- 27. Post-event campaign “1st across the finish line” • Great engagement on live updates • “Winner” recognition
- 28. Learnings What worked? What didn’t work?
- 29. Learnings What worked? • Website homepage promotion • Facebook Events • Custom audience advertising • Google Ad Words • Re-activation emails • Fundraising stewardship emails
- 30. Learnings What didn’t work? • Acquisition emails • Twitter ads • Display ads • Giveaways • Tagging gimmicks
- 31. Final takeaway Mix! Integrate! Balance!
- 32. Thank you! Questions? Feel free to connect! www.linkedin.com/in/wrobertsaunders
Hinweis der Redaktion
- THE National Cancer Charity, been around for over 50 years We aim to improve the lives of those affected by cancer. We do this by providing up to date information and a range of services, and by influencing change and raising awareness of cancer issues. We are the largest voluntary funder of cancer research in Ireland. Website with 72,000 average monthly visitors, catering to myriad audiences and providing a plethora of information Facebook Page (100,000+ followers), Twitter page (25,000+ followers), YouTube, Instagram, Pinterest, Google+, LinkedIn, etc
- Paint run in its 2nd year – promoted as Ireland’s “most fun” paint run; a 5 km fun run of running and walking where each km represents a different stage of cancer: Purple: Cancer Survivorship Yellow: Lung Cancer Green: Bowel Cancer Pink: Breast Cancer Blue: Prostate Cancer Events took place in Dublin in July (2nd year in a row), Limerick in August and Cork in September Registration fee was €30 and 100% of all fundraising by participants went to the organisation’s mission programmes like the National Cancer Helpline, Daffodil Centres, Cancer research and our Care to Drive transportation programme Once registered, participants were driven to JustGiving.com to fundraise online; they also received a fundraising pack containing sponsorship cards, fundraising guides and their Colour Dash t-shirt; they were also entered into a stewardship email campaign
- Targeted 2,000 participants from 2013 with 2 Recruitment emails (Industry standard: Open rate: 25.6% Clickthrough rate: 11.9%) Tracking using Google Analytics UTM tracking URLs
- Strong presence on www.cancer.ie to spread awareness of event to our returning visitors which make up one third of total annual website visitors www.cancer.ie has average of 72,000 visits per month
- Irish Cancer Society Facebook Page > just shy of 100,000 fans at the time Why Events? Way to cut through Facebook chatter and not get your message lost in peoples’ Newsfeeds Use Events as Recruitment tool to drive registration, then once registered, push to dedicated Facebook Page for Stewardship 3 Facebook Events had 3,500 attendees total -> drove 20% of website traffic to cancer.ie; 16% of online registrations Colour Dash Facebook Page > 3,981 fans at the time Why a dedicated Colour Dash Facebook Page? It’s a very different demographic with a very different tone—much lighter, “funner” than our standard social media tone. A third of participants were not involved due to any personal connection to the cause.
- Intent to attract new participants, reaching a different demographic than our typical one I’ll delve into Website, Facebook and SEM; gloss over email, display and Twitter which didn’t perform as well for this campaign.
- Email > 3 emails sent for Cork and Limerick to reach brand new people – 15% open rate, 3% clickthrough rate – emails netted only 2% of total online registrations, but this should be taken with a grain of salt due to tracking challenges Because these events were new, emails were sent to past participants of similar events so the recipients didn’t have the same connection to the event as the Dublin re-activation email recipients had Display advertising > Display advertising saw low traffic and no conversions Twitter advertising > Twitter saw 468 website visits and only 2 conversions; we were new to Twitter’s advertising platform so we didn’t have the opportunity to dig in and test Challenge with non-mobile-responsive landing pages and disconnect between ad copy and website
- 223 specifically attributable registrations came from the homepage banner ~ 16% of online registrations 34 registrations from homepage events list Colour Dash microsite received 54,000 visits during the campaign time frame Of this, direct traffic accounted for 23% of total traffic -> Good awareness of brand and vanity URL and traffic from emails 35% came from Facebook ~ 20% organic and 15% from paid ads Importance of both paid and organic social media posts – balance is key
- Nature of event aligns with a strong Facebook presence and promotion through this channel Mix of content marketing – Organic + Paid Organic – Status updates, Facebook Events vs Paid – Promoted posts, Newsfeed ads, Right-hand ads 3 Facebook Events had 3,500 attendees total -> drove 20% of website traffic to cancer.ie; 16% of online registrations Paid Facebook ads drove 15% of website traffic and 6% of online registrations Custom audience targeting: uploaded existing lists to Facebook to run ads against – resulted in additional registrations after registration was slowing down but still didn’t result in registration boom as anticipated
- 12% of online registrations from Google Search ads Plethora of organic conversions is why SEO is so vitally important Paid ads were limited by the $2 Grant bid cap
- 4,400 registrations, which meant we met our target Great performance from Google Search Amazing performance from presence on website – microsite, homepage banner, homepage event listing More conversions from organic Facebook than paid, especially Events Growth of Bing Search Network
- Once registered for the event, participants were put into a stewardship journey – the aim was to coach fundraising & build event excitement Great performance from stewardship emails – high open rates, clickthrough rates were on-average at 12% Industry standard: Open rate: 25.6% Clickthrough rate: 11.9% Fundraising stewardship emails drove participants to register on JustGiving.com - A JustGiving event page had been created per event Once registered in JustGiving, they received an automated series of stewardship emails We met our revenue target and continue to receive funds, so we are on course to exceed our target
- Organic posts – ICS Facebook Page has large mixed audience so needed to balance Colour Dash posts alongside non-Colour Dash posts Aim to encourage fundraising and build up excitement leading to the event Spill over to additional registrations
- Colour Dash and ICS Facebook Pages
- Giveaways – pushes to register within a certain time to win a weekend package giveaway Giveaways – free registration draw by tagging 10 of your friends Tagging gimmicks – “Who would you like to douse in colour?” – low engagement Cross promoting Dublin Marathon – low engagement, no conversions
- Everyone likes to be thanked and recognised – leaving your supporters feeling thanked leaves them with a positive feeling about the experience and your brand, and they’re more likely to return next year.
- Thank you emails contained detailed info on how supporters could submit their funds raised
- Acknowledgement of accomplishment Give supporters their glory
- Acquisition emails broadly targeted supporters from other fundraising campaigns but Colour Dash is a different kind of event Twitter ads – we could’ve used custom audience targeting Display ads – better choice over partner channels
- Organic + Paid