1. #SM4NP'@KimbiaInc'@DigitalDonor'
SOCIAL FUNDRAISING STRATEGY
AND SUCCESS STORIES
DAN GILLETT AND TIM KACHURIAK, KIMBIA INC.
How Nonprofits Can Leverage Social Media to Acquire New
Relationships, Convert New Donors, and Raise More Dollars

2. Social Fundraising Success Stories
Dan Gillett, CEO Kimbia
@KimbiaInc

4. Success Story

5. Facebook Acquisition

7. Results
Go#Red#for#Women#
• '110,000+'acquisi>ons'in'Facebook'
• '50%'increase'in'Facebook'likes'
• 'Cost'per'Facebook'acquisi>on'$1.44'

8. Success Story

9. GiveBIG San Diego

10. Twitter Reach

11. Results
• '$2.1'million'dollars'raised'in'36'hours'
• '3rd'highest'TwiOer'trend'in'local'market'
• '25%'new'donors'to'nonprofits'
• '247,000'search'results'on'Google'post'event'
• ''Dona>ons'from'48'states'&'7'countries'

12. Social Fundraising Strategies
Tim Kachuriak, Consultant Kimbia
@DigitalDonor

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19. Success Story

20. Intensely Personalized Postcard
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21. Personalized URL (PURL)
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22. Daily Engagement Opportunity
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23. Interactive User Experience
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24. Interactive User Experience
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25. Incentive to Share With Friends
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26. Personalized Recruitment Email
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27. Real-Time Scoring
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28. The Learnings

29. The KMA Bowl: Results
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30. Average#Tree#–#Highest#
Individual#Engagement#
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31. Deepest#Tree#–#12#Degrees#
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32. Widest#Tree#–#Winning#Team#
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33. The KMA Bowl: The Results
• '26%'Y'Response'Rate'Y'Post'Card'to'PURL'
• '2,087%'Y'Increase'in'Reach'
• '213%'Y'Total'Effec>ve'DM'Response'Rate'
• '12'degrees'Y''Sharing'penetra>on'
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34. Optimization Methodology
ome = rv(of + i) – (f + a)
ome = online marketing effectiveness index
rv = relevance to the constituent
of = offer value
i = incentive to take action
f = friction elements of the process
a = anxiety elements of the process
Copyright © MECLABS (adapted)

35. Optimization Methodology
ome = rv(of + i) – (f + a)
ome = online marketing effectiveness index
rv = relevance to the constituent
of = offer value
i = incentive to take action
f = friction elements of the process
a = anxiety elements of the process
Copyright © MECLABS (adapted)

36. INTERNAL'RELEVANCE:''
• Name'Personaliza>on'
• 'Organiza>on''
• 'Favorite'Team'
'
EXTERNAL'RELEVANCE:''
• 'Super'Bowl'Week'
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37. Incentive
Nonprofit Incentive: User Incentive:
– Most points wins
$5,000 donation – Most individual yards
– The more players, the wins an iPad 3G
faster your team
racks up points – You can only call one
– Drives users to share play per day
with friends and – Drives users to visit site
recruit as many
players as possible every day to rack up the
most yards as possible
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38. Keys Principles
• Start by defining the ultimate goal
– KMA Bowl: Generate excitement for new capabilities
• Look to the data to determine relevance
– Internal Relevance: applied through segmentation
– External Relevance: applied across segments
• Lead with an idea that is not about you
• Develop incentives to drive the right actions
• Social integration is the key ingredient
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39. Success Story

40. Moody Radio Strategic Goals
• Name and Email Acquisition
! Empower existing constituents and donors to recruit others
! Engage current radio listeners
! Capture email addresses for existing donors and friends
• Community Outreach and Involvement
! Encourage and reward “racers” to visit local business
! Develop partnerships with local businesses to promote the
event
• Market Research
! Capture demographic and psychographic data
• Brand Engagement
! Introduce “racers” to full suite of Moody web resources
• Enhanced Brand Positioning
! Provides an example of Moody’s innovation to marketplace

41. The Moody “Virtual Marathon”
• An Incentivized Viral Acquisition Campaign designed
to create excitement for Moody and the local
community
! Designed to target and empower the “Connected
Authorities”
• Crafted to target the ideal target audience based on
Scarborough Research
! Women 44+
! Spend 10+ hours per week online
! More likely to visit social networking sites
! Interested in jogging and running

49. Key Strategic Insights
1. Leveraging Social Media to Grow Your Email Lists
2. Engagement Halo Effect of Social Gaming
3. Downstream Power of Recruiting

50. Key Strategic Insights
1. Leveraging Social Media to Grow Your Email Lists
2. Engagement Halo Effect of Social Gaming
3. Downstream Power of Recruiting

51. Capturing Emails With Social Media

52. Key Strategic Insights
1. Leveraging Social Media to Grow Your Email Lists
2. Engagement Halo Effect of Social Gaming
3. Downstream Power of Recruiting

53. Engagement Halo Effect of Social Media
70.00%'
60.00%'
50.00%'
40.00%'
30.00%'
20.00%' NPO#
Open#
19%#
10.00%'
NPO#
0.00%'
1' 2' 3' 4' 5' 6' 8' 9' 10' 11' 12' 13' 15' 16' 17' 18' 19' 20' 22' 23'
Click#
1.7%#
Daily#Emails#
Open'Rate' Click'Rate' Poly.'(Open'Rate)'

54. Key Strategic Insights
1. Leveraging Social Media to Grow Your Email Lists
2. Engagement Halo Effect of Social Gaming
3. Downstream Power of Recruiting

55. Downstream Power of Recruiting
Star>ng'with'one'person,'who'found'the'site'through'an'organic'Google'search…'
60#Recruits#
90#Recruits# 522#Recruits#
458#Recruits#
1,131'
Par>cipants'

56. Questions?
@KimbiaInc#
@DigitalDonor#
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