Segment 3:Fundraising Branislava Milosevic Save the Children

Outline of this session What is digital engagement, does it work and what’s all the fuss about social media? (25 mins) Engaging networks – tools that can help (5 mins) Group work (30 mins)

Engagement It can be anything people do online – we just need to have more than one offer Engagement is a result of a good user journey – personalisation based on 360 view of a supporter Digital enables a two-way conversation – but not everyone wants to participate

Lobby MP High-value £ Active volunteer 3+ actions Attend events MP Regular gift 2 actions Digital champion Fundraiser 1 action Purchase signup FB page like Twitter follower Pyramid of engagement

Digital engagement campaigns bring in money and leads

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7 100k petition signatures (‘CEASEFIRE’) Entire volume contacted 9k new regular givers, high average annual donation Campaign ROI of 1.4 A pool of SMS campaigners (G20 campaign) and prospects Brought in a new audience Gaza campaign - results

2010 website KPIs The % of overall income that comes through online went up from 3% in 2009 to 6% in Donations coming through online channels have more than doubled in comparison to 2009 This is without emergencies - the emergency income is up almost 4.5 times Regular giving set up through the website has increased almost 4 times both in terms of income and number of donors.

No Child Born to Die launch review Unsurprisingly, quality traffic comes from supporter comms. Thousands of sign-ups Over 13,600 online campaign actions so far – 6,500 new campaigners But 70% of donors new – advertising (e.g. youtube). Facebook one of our top referrals, although the numbers are still small Facebook advertising has driven the growth of fans on our Facebook page which has then increased daily interactions on our page. Twitter brought over 14,000 views of the 0-5 film.

Amnesty – radios for Burma results £175,000 raised 14,000 radios being distributed 306 re-tweets, 106 comments 2,000 letter-writing action 9,000 photo-petition

Social media doesn’t work?

Traditional marketing approach 14 Interruption INTERRUPTION

Social media changes the way we communicate 15

Now we can flip the funnel! 16 “A new set of online tools makes this approach not just a possibility, but also an imperative for any organization hoping to grow. Give your fan club a megaphone and get out of the way.”, Seth Godin. Flipping the Funnel

#blogladesh Reached over 10 million people 2,791 tweets 65 blog posts, 7 videos in the busiest week Increase in the number of actions #pressforchange – over 63,000 Meeting with Mitchell and Clegg in NY

#passiton Reached over 20 million people Total mentions/tweets: 10,000+ Total re-tweets: 5,000+ Unique mentions (by one profile): 2,500+ Blogs 130+ Petition signatures: 47,444 GAVi vaccines fund $4.3 billion, $600m over target #blogladesh Reached over 10 million people 2,791 tweets 65 blog posts, 7 videos in the busiest week Increase in the number of actions #pressforchange – over 63,000 Meeting with Mitchell and Clegg in NY

Jenni Ware Carolee Hazzard Donors are doing it for themselves

Thanks! Any questions?