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www.5dollarsin5days.org Case Study
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Jami Mullikin
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A case study for a social media fundraising campaign for a nonprofit.
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www.5dollarsin5days.org Case Study
1.
a caSe StUDy
2.
SaFe HarBOr november 12
Board meeting
3.
SaFe HarBOr 2009 $10,000
corporate Sponsor
4.
SaFe HarBOr SUPPOrt
350 email addresses 3,000 mailing addresses
5.
$?$
6.
we have seen
a change in marketing OPPOrtUnitieS.
7.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
8.
SOcial meDia proved its
influence during the election and got our attention.
9.
Will tHiS WOrk for
Safe Harbor?
10.
OUr target aUDience
Upstate women 18+
11.
OBJectiveS
1. awareness 2. advocacy 3. Fundraising
12.
13.
OUr target aUDience? 65%
- Upstate women 18+
14.
12.01.08 Facebook cause Page
15.
16.
17.
12.14.08 600 supporters on
Facebook
18.
12.15.08-12.19.08 How much can
we raise in 5 days?
19.
20.
21.
22.
23.
24.
tHe reSUltS:
awareness - 2,500 visitors
25.
tHe reSUltS:
awareness - 2,500 visitors advocacy - 400 gave 1,500 supporters
26.
tHe reSUltS:
awareness - 2,500 visitors advocacy - 400 gave 1,500 supporters Fundraising - $10,100
27.
tHe reSUltS:
awareness - 2,500 visitors advocacy - 400 gave 1,500 supporters Fundraising - $10,100 rOi - measured over 2009
28.
this was a SOcial
meDia SUcceSS
29.
what does reSearch tell
uS?
30.
17,000
people 29 countries 16-54 ages quot;When did we star t trusting strangers?quot; McCann Worldwide, Research 11.08
31.
2% will trust the
recommendations of a stranger online before believing claims in your paid advertising
32.
58% actively participate in
social media
33.
5% post and share
personal photographs
34.
your online community
35.
let us helP you.
36.
M A RKE
TIN G RELE VA N C E . chriS hill chris@hillmullikin.com 864.505.9556 www.hillmullikin.com