Lessons Learned from Haiti — Part 3: Mobilizing Your Supporters Using Social Media
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The presentation discusses lessons learned from the International Fund for Animal Welfare's (IFAW) response to the Haiti disaster in 2010, focusing on mobilizing support through social media. It highlights the importance of a coordinated approach, effective messaging, and the successful use of various fundraising channels which resulted in raising approximately $1 million. Key takeaways emphasize the effectiveness of operations, careful management of restricted funds, and the necessity of tailoring fundraising appeals to the situation's urgency.
Lessons Learned from Haiti — Part 3: Mobilizing Your Supporters Using Social Media
- 1. Lessons Learned from Haiti: Mobilizing Your Supporters Using Social MediaTuesday April 6, 2010Frank Barry, BlackbaudJeff Patrick, Common KnowledgeAdrian Batt, International Fund for Animal Welfare
- 2. Agenda for Today’s PresentationSpeaker IntroductionsInternational Fund for Animal Welfare Mission & ProgramsOverview of IFAW’s Response to Haiti DisasterComponent Parts of IFAW’s ResponseWeb SiteInterstitial PageEmailSocial Media ChannelsResultsLearnings & Recommendations
- 3. Lessons Learned from Haiti: Mobilizing Supporters with Social Media speakers
- 4. HostFrank BarryBlackbaud, Managing ConsultantSan Diego, CAFrank.Barry@blackbaud.com@franswaa on Twitter
- 5. SpeakersJeff PatrickAdrian BattPresident & FounderCommon KnowledgeSan Francisco CAJPatrick@commonknow.comCreative DirectorInternational Fund for Animal WelfareYarnouthPort, MAAbatt@ifaw.orgFB
- 6. Mission and programsInternational Fund for Animal WelfareAB
- 7. IFAW – Mission and ProgramsCreating 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 HaitiIFAW, WSPA and 21 NGO’s on the ground in Haiti focused on a single animal rescue effortIndependent fundraising initiatives by each NGOCoalition collaborated to manage operations in HaitiAllowed Haiti authorities to deal with one entityCoalition raised the profile of rescue efforts in mediaAB
- 9. Disaster Relief fundraising architectureIFAWJP
- 10. OnlineFundraisingFormOrganizationWebsiteInterstitialAppealAnimal Rescue BlogFacebookTwitterSocialMediaYouTubeProspects& DonorsEmail Direct ResponseArchitectureJPDirect Mail
- 11. Cross-Channel International Integrated FundraisingCommon branding & messaging across channelsWorldwide coordinated campaignFormal Program: US, Canada, UK, Australia, S Africa, France, Germany, NetherlandsAd-hoc Contributions: Many other countries worldwideSpecific roles for each channelSocial Media: Tell the Story; Fan Acquisition; Stewardship; ReferralEmail Direct Response: Appeals; StewardshipDirect Mail: AppealsWeb Site: Tell the Story; ReferralInterstitial: E-Subscriber Acquisition; AppealsCarefully crafted click streamsJP
- 12. How it workedIFAW Haiti Disaster Relief ResponseJP
- 13. Website & interstitialHow it WorkedJP
- 16. Interstitial Appeal – A Closer LookConsistentHaiti DisasterCampaignBrandingSimple messagingdemonstratingthe need andbenefits of the visitor’s donationClear Call-to-ActionJPDisplay Rules: “Aggressive” – shows for each “visit” to homepage
- 17. Interstitial Appeal SequencePhase 1ImmediatePhase 2Work StartedPhase 3Disaster nolonger “urgent”Call-to-Action:GiveEarthquake is in the headlines, responseAnd need is urgent, services not yet deployedMedia coverage is shifting from urgentresponse to on-going support.Call-to-Action:GiveDisaster is largely out of the news, less apparent urgency in public mind,IFAW still getting lots of referral trafficfrom partner sitesCall-to-Action:Sign up forMagazine &EnewsletterAB
- 18. Phase 3 Interstitial: Email Newsletter SignupJP
- 19. Online Fundraising FormConsistentHaiti DisasterCampaignBrandingSimple messagingdemonstratingthe need andbenefits of the visitor’s donationJP
- 20. Email Direct responseHow it WorkedAB
- 21. EmailsAB
- 22. Direct Mail How it WorkedAB
- 23. Direct Mail “ActionGram” SolicitationMailed to ~150,000 donors worldwide
- 24. Net Revenue of ~$300,000- Mailed to US, UK, Germany, Holland & FranceAB
- 26. CARE2 Chaperoned Email CPM-based chaperoned donation appeal to 75,000 namesGenerated an excellent responseIFAW considers this the most effective acquisition tool available to them Will be part of all future disaster relief effortsAB
- 27. Ifawanimal rescue blogSocial MediaJP
- 28. Animal Rescue Blog – Haiti Disaster PostsJP
- 29. IFAW Animal Rescue BlogAnchorHaitiDisasterReliefAppealJP
- 30. Blog Title SequenceJan 22: IFAW Team Begins Move into HaitiJan 24: IFAW Haiti: Responders Land on the GroundJan 26: No end to the destruction in HaitiJan 29: IFAW Haiti: ARCH Teams Treat Dozens of Animals, Many More Need HelpJan 30: IFAW Haiti: The Work for Animals Continues in Port-au-PrinceJan 31: IFAW Haiti: A Long But Valuable Day for AnimalsFeb 2: Lassie Gets LuckyFeb 3: IFAW Haiti: IFAW’s Dr. Dick Green Recounts Some Remarkable Stories from the Front Lines of the DisasterJP
- 31. Partners spread the newsARCH CoalitionJP
- 32. ARCH Partners Spread the NewsAmerican Veterinary Medical AssociationAVMA (ARCH Partner) posts the IFAW YouTube video to their News website section.JP
- 33. ARCH Partner - ASPCAJP
- 34. Facebook pageIFAW Social Media JP
- 35. IFAW Facebook PageFacebook.com/IFAWHQ 12,845 FansAvg Likes per Post: 52 Avg Comments per Post: 16JP
- 36. IFAW Facebook Micro-Message Stream ExampleJP
- 37. IFAW Facebook Page: facebook.com/IFAWHQJP
- 38. Internal resourcingIFAW Social MediaJP
- 39. IFAW Resourcing for Social MediaOne (1) full-time employee under web teamBlogsPosts to Facebook, TwitterVideo recording, editing, posting (YouTube)Photos Other special projectsSupported by program team with:Field reportsPhotosInformation updatesJP
- 40. Best practicesIFAW Social Media JP
- 41. General Best Practices for Social Media ContentJP
- 42. Fundraising ResultsIFAW Disaster ResponseAB
- 43. Overall Fundraising ResultsIFAW Countries Participating in Campaign:US, Canada, Australia, UK, S. Africa, France, Germany, NetherlandsAd-hoc gifts from other countriesTotal $$ 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 cultivationAB
- 45. Big Takeaways for IFAWARCH coalition very effective: operations + fundraisingCare2: CPM chaperoned donation appeal very effectiveCareful regarding restricted donation funds: IFAW allocated donations to “Emergency Response” not uniquely HaitiTune fundraising appeals to response and circumstances – don’t get greedyIFAW emergency response team supported fundraisingAB