Making the Most of the Full Range of Digital & Integrated Fundraising Channels

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1 Making the Most of the Full Range of Digital & Integrated Fundraising Channels Grace Ho, Baptist Oi Kwan Social Service Speaker s Bio Jason Potts Director of THINK Consulting Solutions (UK) Heather Tallent Online Communications Manager of Humane Society International (USA) 1. International Telecommunication Union- Mobile cellular, subscriptions per 100 people 2. International Telecommunication Union- Global Mobile Phone Subscribers to Reach 4.5 Billion by 2012, 11 Mar, Oct, 2009 statistic, Office of the Telecommunications Authority 1

2 Rundown Digital & Internet World Updates Case Studies Campaign Planning Observations The IFC Memories How many you use? 2

3 Around the World (Country differences) More than 350 million active users. If Facebook were a country,it would be the world s 4th largest, or even the 3 rd. More than 35 million users update their status each day. Average user has 130 friends on the site. Source: from Facebook 3

4 Blogs 7.4 million blogs posted in last 120 days 1.5 million blogs posted in last 7 days Source: Technorati State of Blogosphere2009, collect questionnaires from September 4-23, 2009 among 2,828 bloggers nationwide. Interactive TV YouTube user base In age % of users go to YouTube weekly or more often 52% of year-olds share videos often with friends and colleagues. Watching online videos on sites like YouTube is more prevalent 35% of web users now say they have viewed video content online 46% adult internet users are active on YouTube Web video viewers VS TV viewers 4

5 Mobile figures In 2008, 4 billion mobile phone subscribers globally. 1 Estimated that global mobile phone subscribers will reach 4.5 billion by Today, >60 countries where mobile phone subscriptions > total human population. In Hong Kong, there are total 12M. Which is 17 mobile phone subscriber for every 10 person.3 1. International Telecommunication Union- Mobile cellular, subscriptions per 100 people 2. International Telecommunication Union- Global Mobile Phone Subscribers to Reach 4.5 Billion by 2012, 11 Mar, Oct, 2009 statistic, Office of the Telecommunications Authority Meaning to NGOs A new trend/channel for NGOs to reach donors/potential donors. Can you take a donation or allow sponsors from a phone? Can you deliver an SMS/action message via phone to donors? Low cost promotion tools. More interactive way for fundraising. Internet speed isn t always the same as charity speed. 5

6 Online Marketing Online Marketing Tell-a-friend Third party s Social networks Organization Website 6

7 Case 1 Case Study : Humane Society International 7

8 Case Study : Humane Society International Advocacy campaign to ban trade in seal products in the EU Tell-a-friend Social networks Third party s Facebook ads Google AdWords Banner ads Doubled online file in EU countries in 5 months Case Study : Humane Society International Campaign Result 3rd party s < 70% growth Tell-a-friend on action alerts > 14% Banner Ad. >5% Facebook Ad. > 3% Lowest Cost per acquisition Tell-a-friend 3rd party s Facebook Ad. Banner Ad. 8

9 Case 2 Peer to Peer National fundraising campaign to protect farms animals in California Website campaign Online marketing Social network Video Peer to peer fundraising 9

10 $20/20 campaign Asked individuals to get 20 people to donate $20 Goal: $40,000 Raised $362,105 Case 3 Photo Contest 10

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13 Case 4 Website Usability Website Usability Facts 79% increase in sales for an e-commerce site redesign the website.1 Because of website usability issues, $25 billion was lost every year in US.2 58% of website visitors experience usability problems on a website did not return.3 1. Source: Jakob Nielson 2. Source: Zona Research 3. Source: Forrester Research 13

14 Website Usability Join Button % join click rate Totallywild.net 14

15 Totallywild.net Totallywild. net Landing page B increased conversion rate from 3.07% to 8.77% Cost per conversion fell from 6.25 to 3.07 Overall conversion rate increased from 0.26% to 2.46% Cost per conversion fell from to

16 Case 5 Mobile Donate via SMS Fundacion Teleton Mexamerica were started in 1997 in Mexico and 2002 in US to help poor children with muscle disabilities. In 2008, Fundacion Teleton Mexamerica partnered with mgive to use its technology to raise money through mobile donation. Viewers were asked to send a text message with the keyword to a designated number to give $5. The donation will be charged from the donor s regular monthly phone bill. Source: mgive ( 16

17 Result In 27 hours, SMS raised $76,160 from 15,232 donors (many frist time donors). Received about 180,000 phone calls result in $3.5M. Received $723K from 14,879 web donations. 17

18 Red Cross to help Haitian Earthquake Victims Result Nearly 2.5 million people have texted $10 response (= $25M) During peak giving periods, > $10,000 in text pledges per min. Actual : $23250,000. Source: 18

19 Campaign Planning Campaign Planning Priority countries/audiences Goals Key dates Key messages Donation forms/website landing page Integration of traditional & digital promotion channels Communications calendar 19

20 Tools for communications Web stories Video Press release lists SMS/text alerts Overall Observations & Evaluation Overall a good experience to connect with leading worldwide fundraisers & experts. Practical application sometimes less relevant in Asia Pacific context. International aid groups are highly represented while few localized causes are highlighted. Fundraisers are considered field professionals in western countries. 20

21 2010/2/5 29th IFC Captions 29th IFC Captions 21

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25 29 th IFC Report Back Session Q & A 25

26 THANK YOU! 26