USING SOCIAL MEDIA TO ENHANCE FUNDRAISING: A 2013 CASE STUDY JEFF ROSE DIRECTOR STACEY JAFFE COMMUNICATIONS COMMITTEE CHAIR

UNDERSTANDING SOCIAL MEDIA FOR MARKETING: CONTENT CONVERSATION COMMUNITY TRUST ASK

CONTENT:

CONVERSATION:

COMMUNITY:

TRUST:  QUALITY  CONSISTENCY  AKA: FOLLOW A STRATEGIC PLAN!

BUILDING TRUST: THE RULE 80% Valuable Content 20% The Ask!

ASK:

UNDERSTANDING SOCIAL MEDIA FOR MARKETING: CONTENT CONVERSATION COMMUNITY TRUST ASK

THE CAMP GEORGE STRATEGIC PLAN:  PART ONE: WHAT ARE WE TALKING ABOUT?  7 VALUES:  FUN  SKILL BUILDING  ATMOSPHERE WHERE CAMPERS ARE PROUD TO BE JEWISH  FEATURE LEADERSHIP OF CAMP  STAFF IN CHILD CARE ROLE  FRIENDSHIP  FACILITIES  HEALTH & SAFETY OF CHILD

THE CAMP GEORGE STRATEGIC PLAN:  PART TWO: WHERE DO WE CHAT?  FACEBOOK  TWITTER  BLOG

THE CAMP GEORGE STRATEGIC PLAN:  PART THREE: HOW DO PEOPLE GET TO US?!  COMMUNICATIONS BRIT

FROM JANUARY 2012 TO MAY 2013:  BUILT OUR AUDIENCE:  Greater than 30% increase on Facebook  Greater than 80% increase on Twitter  Doubled blog readership

YOUR TURN: TELL US YOUR SUCCESS STORIES

AND THEN STACEY READ THIS AND GOT AN IDEA:

MORE FROM THE INSPIRATION:

OUR NEXT CHALLENGE: CAN YOU USE SOCIAL MEDIA TO FUNDRAISE? (YES, YOU CAN!)

YES, YOU CAN! ANNUAL SCHOLARSHIP TELETHON:  NO SOCIAL MEDIA COMPONENT IN 2012:  $5,000 RAISED  SOCIAL MEDIA COMPONENT IN 2013:  $11,000 RAISED SOCIAL MEDIA COMPONENT IN 2014: $10,000 RAISED

BACK TO THAT STRATEGIC PLAN:  BUILT ONE JUST FOR THIS CAMPAIGN:  2 AUDIENCES:  ALUMNI  CAMPER FAMILIES & PAST DONORS

THE MARKETING CAMPAIGN: GET ON THE BUS!

THE MARKETING CAMPAIGN: PRIMING ALUMNI TO TRACK INTO “GET ON THE BUS CAMPAIGN.”

THE MARKETING CAMPAIGN: SET EXPECTATIONS WITH A BLOG ANNOUNCEMENT

THE MARKETING CAMPAIGN: CONTINUAL TEASERS ON FACEBOOK BETWEEN TELETHON EVENINGS

LIVE TWEETING TELETHON EVENINGS:

ENDLESS THANK YOU’S:

YES, YOU CAN! ANNUAL SCHOLARSHIP TELETHON:  NO SOCIAL MEDIA COMPONENT IN 2012:  $5,000 RAISED  SOCIAL MEDIA COMPONENT IN 2013:  $11,000 RAISED  SOCIAL MEDIA COMPONENT IN 2014:  $10,000 RAISED

2013 HANNUKAH APPEAL: 18 FOR ETHAN

2014 SCHOLARSHIP TELETHON WITH SOCIAL MEDIA GIVE THE GIFT OF CAMP!

YOUR CAMP CAN DO IT, TOO!  CAMP GEORGE IS NOT AN ANOMOLY  THE ALS ICE BUCKET CHALLENGE IS.

KEY TAKE AWAYS:  VALUABLE CONTENT GOT US THERE  HAVE A PLAN  BE INNOVATIVE

THANK YOU!