lessons learned from haiti — part 3: mobilizing your supporters using social media
DESCRIPTION
This session discusses best practices and practical tips for leveraging social media for fundraising and outreach for disaster relief programs. The sessions takes an inside look at several programs; presents the tools and techniques for maximizing the potential of Facebook®, Twitter®, Flickr®, and YouTube®; and how best to connect these social media outposts to your mainstream outreach efforts.TRANSCRIPT
Lessons Learned from Haiti: Mobilizing Your Supporters Using Social Media
Tuesday April 6, 2010
Frank Barry, Blackbaud
Jeff Patrick, Common Knowledge
Adrian Batt, International Fund for Animal Welfare
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Agenda for Today’s Presentation
Speaker Introductions
International Fund for Animal Welfare Mission & Programs
Overview of IFAW’s Response to Haiti Disaster
Component Parts of IFAW’s Response· Web Site· Interstitial Page· Email· Social Media Channels
Results
Learnings & Recommendations
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SPEAKERS
Lessons Learned from Haiti: Mobilizing Supporters with Social Media
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Host
Frank BarryBlackbaud, Managing Consultant
San Diego, CA
@franswaa on Twitter
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Speakers
Jeff PatrickPresident & Founder
Common Knowledge
San Francisco CA
Adrian BattCreative Director
International Fund for Animal Welfare
Yarnouth Port, MA
FB
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MISSION AND PROGRAMSInternational Fund for Animal Welfare
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IFAW – Mission and Programs
Creating a better world for animals
IFAW is supported by 1.2 million members worldwide, who’s support makes it possible for IFAW to engage communities, government leaders, and like-minded organizations around the world and achieve lasting solutions to pressing animal welfare and conservation challenges-solutions that benefit both animals and people.
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Coalition: ARCH – Animal Relief Coalition for Haiti
IFAW, WSPA and 21 NGO’s on the ground in Haiti focused on a single animal rescue effort
Independent fundraising initiatives by each NGO
Coalition collaborated to manage operations in Haiti
Allowed Haiti authorities to deal with one entity
Coalition raised the profile of rescue efforts in media
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DISASTER RELIEF FUNDRAISING ARCHITECTURE
IFAW
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Architecture
Email Direct Response
Prospects& Donors
Organization
WebsiteInterstitial
Appeal
Animal Rescue Blog
YouTube
Direct Mail
Online
Fundraising
Form
SocialMedia
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Cross-Channel International Integrated Fundraising
Common branding & messaging across channels
Worldwide coordinated campaign· Formal Program: US, Canada, UK, Australia, S Africa, France,
Germany, Netherlands· Ad-hoc Contributions: Many other countries worldwide
Specific roles for each channel· Social Media: Tell the Story; Fan Acquisition; Stewardship; Referral· Email Direct Response: Appeals; Stewardship· Direct Mail: Appeals· Web Site: Tell the Story; Referral· Interstitial: E-Subscriber Acquisition; Appeals
Carefully crafted click streamsJP
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HOW IT WORKEDIFAW Haiti Disaster Relief Response
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WEBSITE & INTERSTITIALHow it Worked
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Web Site Homepage
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Interstitial Appeal
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Interstitial Appeal – A Closer Look
ConsistentHaiti DisasterCampaignBranding
Simple messagingdemonstratingthe need andbenefits of the visitor’s donationClear
Call-to-Action
Display Rules: “Aggressive” – shows for each “visit” to homepage JP
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Interstitial Appeal Sequence
Phase 1Immediate
Phase 2Work Started
Phase 3Disaster no
longer “urgent”
Earthquake is in the headlines, responseAnd need is urgent, services not yet deployed
Media coverage is shifting from urgentresponse to on-going support.
Disaster is largely out of the news, less apparent urgency in public mind,IFAW still getting lots of referral trafficfrom partner sites
Call-to-Action:Give
Call-to-Action:Give
Call-to-Action:Sign up forMagazine &Enewsletter
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Phase 3 Interstitial: Email Newsletter Signup
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Online Fundraising Form
ConsistentHaiti DisasterCampaignBranding
Simple messagingdemonstratingthe need andbenefits of the visitor’s donation
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EMAIL DIRECT RESPONSEHow it Worked
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Emails
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DIRECT MAIL How it Worked
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Direct Mail “ActionGram” Solicitation
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- Mailed to ~150,000 donors worldwide
- Net Revenue of ~$300,000
- Mailed to US, UK, Germany, Holland & France
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OTHER CHANNELSAcquisition
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CARE2 Chaperoned Email
CPM-based chaperoned donation appeal to 75,000 names
Generated an excellent response
IFAW considers this the most effective acquisition tool available to them
Will be part of all future disaster relief efforts
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IFAW ANIMAL RESCUE BLOGSocial Media
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Animal Rescue Blog – Haiti Disaster Posts
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IFAW Animal Rescue Blog
AnchorHaitiDisasterReliefAppeal
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Blog Title Sequence
Jan 22: IFAW Team Begins Move into Haiti Jan 24: IFAW Haiti: Responders Land on the Ground Jan 26: No end to the destruction in Haiti Jan 29: IFAW Haiti: ARCH Teams Treat Dozens of Animals,
Many More Need Help Jan 30: IFAW Haiti: The Work for Animals Continues in Port-
au-Prince Jan 31: IFAW Haiti: A Long But Valuable Day for Animals Feb 2: Lassie Gets Lucky Feb 3: IFAW Haiti: IFAW’s Dr. Dick Green Recounts Some
Remarkable Stories from the Front Lines of the Disaster
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PARTNERS SPREAD THE NEWS
ARCH Coalition
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ARCH Partners Spread the News
AVMA (ARCH Partner) posts the IFAW YouTube video to their News website section.
American Veterinary Medical Association
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ARCH Partner - ASPCA
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FACEBOOK PAGEIFAW Social Media
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IFAW Facebook Page
Facebook.com/IFAWHQ 12,845 FansAvg Likes per Post: 52 Avg Comments per Post: 16
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IFAW Facebook Micro-Message Stream Example
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IFAW Facebook Page: facebook.com/IFAWHQDate Topic Likes Comments Embellish
1-15-10 Announce participation in ARCH 74 19 Link to Blog Post
1-19-10 IFAW Mgr interviewed by USA Today 28 2 Link to USA Today Story
1-22-10 IFAW team moving into Haiti 89 18 Link to Blog Post
1-23-10 Responders prep gear to leave for Haiti 46 4 Video
1-23-10 Responders boarding plane to Haiti 53 11 Photo
1-24-10 Responders land in Haiti 58 2 Blog Post & Photo
1-26-10 No end to destruction in Haiti 21 5 Blog Post & Photo
1-27-10 IFAW’s assessment of the situation on the ground in Haiti
23 8 Video
1-29-10 Animal being treated in Haiti 70 14 Photo
1-29-10 IFAW treats dozens of animals, many more need help
74 12 Photo + Blog Post
1-29-10 IFAW’s Michael Booth working on his Friday report back to IFAW HQ
24 5 Photo
1-30-10 A kitten named Minu we found in Port-au-prince
125 30 Photos
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INTERNAL RESOURCINGIFAW Social Media
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IFAW Resourcing for Social Media
One (1) full-time employee under web team· Blogs· Posts to Facebook, Twitter· Video recording, editing, posting (YouTube)· Photos · Other special projects
Supported by program team with:· Field reports· Photos· Information updates
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BEST PRACTICESIFAW Social Media
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General Best Practices for Social Media Content
Concept Description
Feet on the Ground IFAW employee in Haiti producing content: posts, videos, micro-messages
Video Footage Video is more informative, compelling, universal, and less work for the visitor
Story-telling Blog posts and video clips tell a story, starting with demonstration of need and ending with successful delivery of service
Mission-focused Social content is a 1st hand account of IFAW’s work, and incorporates the animals and people
Unique Coverage This social content has a unique angle and is not available via any other media outlet
Emotive Story-telling captures the challenges, heart-break, frustration, sadness, joy, etc. of the work and of the situation
Demonstrate Benefit
Content demonstrates the value of the services provided by IFAW.
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FUNDRAISING RESULTSIFAW Disaster Response
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Overall Fundraising Results
IFAW Countries Participating in Campaign:· US, Canada, Australia, UK, S. Africa, France, Germany, Netherlands· Ad-hoc gifts from other countries
Total $$ Raised: ~$1,000,000 worldwide · $400K online· $330K direct mail· $300K other (major donors, corporate partners)
Impact of Social Media · Soft ROI – supported email and direct mail fundraising via acquisition
and cultivation
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TAKE-AWAYSIFAW Disaster Response
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Big Takeaways for IFAW
ARCH coalition very effective: operations + fundraising
Care2: CPM chaperoned donation appeal very effective
Careful regarding restricted donation funds: IFAW allocated donations to “Emergency Response” not uniquely Haiti
Tune fundraising appeals to response and circumstances – don’t get greedy
IFAW emergency response team supported fundraising
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Questions?
Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/