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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
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
Lessons Learned from Haiti: Mobilizing Supporters with Social Media   speakers
Host Frank Barry Blackbaud, Managing Consultant San Diego, CA Frank.Barry@blackbaud.com @franswaa on Twitter
Speakers Jeff Patrick Adrian Batt President & Founder Common Knowledge San Francisco CA JPatrick@commonknow.com Creative Director International Fund for Animal Welfare YarnouthPort, MA Abatt@ifaw.org FB
Mission and programs International Fund for Animal Welfare AB
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. AB
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 AB
Disaster Relief fundraising architecture IFAW JP
Online Fundraising Form Organization Website Interstitial Appeal Animal Rescue Blog Facebook Twitter Social Media YouTube Prospects & Donors Email Direct Response Architecture JP Direct Mail
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 streams JP
How it worked IFAW Haiti Disaster Relief Response JP
Website & interstitial How it Worked JP
Web Site Homepage JP
Interstitial Appeal AB
Interstitial Appeal – A Closer Look Consistent Haiti Disaster Campaign Branding Simple  messaging demonstrating the need and benefits of the  visitor’s donation Clear  Call-to- Action JP Display Rules: “Aggressive” – shows for each “visit” to homepage
Interstitial Appeal Sequence Phase 1 Immediate Phase 2 Work Started Phase 3 Disaster no longer “urgent” Call-to-Action: Give Earthquake is in the headlines, response And need is urgent, services not yet deployed Media coverage is shifting from urgentresponse to on-going support. Call-to-Action: Give 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: Sign up for Magazine &Enewsletter AB
Phase 3 Interstitial: Email Newsletter Signup JP
Online Fundraising Form Consistent Haiti Disaster Campaign Branding Simple  messaging demonstrating the need and benefits of the  visitor’s donation JP
Email Direct response How it Worked AB
Emails AB
Direct Mail  How it Worked AB
Direct Mail “ActionGram” Solicitation ,[object Object]
Net Revenue of ~$300,000- Mailed to US, UK, Germany, Holland & France AB
Other Channels Acquisition AB
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 AB
Ifawanimal rescue blog Social Media JP
Animal Rescue Blog – Haiti Disaster Posts JP
IFAW Animal Rescue Blog Anchor Haiti Disaster Relief Appeal JP
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 JP
Partners spread the news ARCH Coalition JP
ARCH Partners Spread the News American Veterinary Medical Association AVMA (ARCH Partner) posts the IFAW YouTube video to their News website section. JP
ARCH Partner - ASPCA JP
Facebook page IFAW Social Media	 JP
IFAW Facebook Page Facebook.com/IFAWHQ      12,845 Fans Avg Likes per Post: 52   Avg Comments per Post: 16 JP
IFAW Facebook Micro-Message Stream Example JP
IFAW Facebook Page: facebook.com/IFAWHQ JP
Internal resourcing IFAW Social Media JP
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 JP
Best practices IFAW Social Media	 JP
General Best Practices for Social Media Content JP
Fundraising Results IFAW Disaster Response AB
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 AB
Take-aways IFAW Disaster Response JP
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 AB

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Lessons Learned from Haiti — Part 3: Mobilizing Your Supporters Using Social Media

  • 1. 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
  • 2. 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
  • 3. Lessons Learned from Haiti: Mobilizing Supporters with Social Media speakers
  • 4. Host Frank Barry Blackbaud, Managing Consultant San Diego, CA Frank.Barry@blackbaud.com @franswaa on Twitter
  • 5. Speakers Jeff Patrick Adrian Batt President & Founder Common Knowledge San Francisco CA JPatrick@commonknow.com Creative Director International Fund for Animal Welfare YarnouthPort, MA Abatt@ifaw.org FB
  • 6. Mission and programs International Fund for Animal Welfare AB
  • 7. 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. AB
  • 8. 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 AB
  • 9. Disaster Relief fundraising architecture IFAW JP
  • 10. Online Fundraising Form Organization Website Interstitial Appeal Animal Rescue Blog Facebook Twitter Social Media YouTube Prospects & Donors Email Direct Response Architecture JP Direct Mail
  • 11. 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 streams JP
  • 12. How it worked IFAW Haiti Disaster Relief Response JP
  • 13. Website & interstitial How it Worked JP
  • 16. Interstitial Appeal – A Closer Look Consistent Haiti Disaster Campaign Branding Simple messaging demonstrating the need and benefits of the visitor’s donation Clear Call-to- Action JP Display Rules: “Aggressive” – shows for each “visit” to homepage
  • 17. Interstitial Appeal Sequence Phase 1 Immediate Phase 2 Work Started Phase 3 Disaster no longer “urgent” Call-to-Action: Give Earthquake is in the headlines, response And need is urgent, services not yet deployed Media coverage is shifting from urgentresponse to on-going support. Call-to-Action: Give 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: Sign up for Magazine &Enewsletter AB
  • 18. Phase 3 Interstitial: Email Newsletter Signup JP
  • 19. Online Fundraising Form Consistent Haiti Disaster Campaign Branding Simple messaging demonstrating the need and benefits of the visitor’s donation JP
  • 20. Email Direct response How it Worked AB
  • 22. Direct Mail How it Worked AB
  • 23.
  • 24. Net Revenue of ~$300,000- Mailed to US, UK, Germany, Holland & France AB
  • 26. 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 AB
  • 27. Ifawanimal rescue blog Social Media JP
  • 28. Animal Rescue Blog – Haiti Disaster Posts JP
  • 29. IFAW Animal Rescue Blog Anchor Haiti Disaster Relief Appeal JP
  • 30. 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 JP
  • 31. Partners spread the news ARCH Coalition JP
  • 32. ARCH Partners Spread the News American Veterinary Medical Association AVMA (ARCH Partner) posts the IFAW YouTube video to their News website section. JP
  • 33. ARCH Partner - ASPCA JP
  • 34. Facebook page IFAW Social Media JP
  • 35. IFAW Facebook Page Facebook.com/IFAWHQ 12,845 Fans Avg Likes per Post: 52 Avg Comments per Post: 16 JP
  • 36. IFAW Facebook Micro-Message Stream Example JP
  • 37. IFAW Facebook Page: facebook.com/IFAWHQ JP
  • 38. Internal resourcing IFAW Social Media JP
  • 39. 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 JP
  • 40. Best practices IFAW Social Media JP
  • 41. General Best Practices for Social Media Content JP
  • 42. Fundraising Results IFAW Disaster Response AB
  • 43. 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 AB
  • 45. 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 AB