BC SPCA | 2012-2015 Year End Campaign
Revenue up 58X & donor engagement up 26X vs. Convio (now Luminate)
BC SPCA’s year-end e-appeals “give them a second chance” have been flat between 2010-2011. They were convinced they hadn’t realized their full potential, and decided to try a different approach starting 2012 for their year-end campaigns.
BC SPCA needed a powerful way to increase their revenue.
“While we have a very successful online donation program it’s built on supporters coming to us rather than us actively reaching out and engaging them. I wanted to allow us to engage our donors in a more dynamic way and contributing in ways beyond simply donating. We wanted supporters taking more active roles in building the campaign” said Shoni Field, the BCSPA’s direct response specialist.
give2gether enabled supporters to both give individual gifts and go crowdfunding (fundraise). Constituents spread the campaign socially, involving their family, friends and all their social connections. Campaign participants:
- Sent emails to their email contact list asking for support
- Inspired their social network
- Instantly tracked their social impact and fundraising progress
BC SPCA sent the same number and frequency of emails as in the prior 2 years; however the results were very different.
“Our Give Them a Second Chance Holiday Campaign succeeded beyond our wildest expectations. Our first goal was doubling what our best e-appeal had raised so I thought it was ambitious; we passed it in 6 days and set a new target!” says Field. “What’s even more encouraging is that I can see how we can build on what we learned about engagement in our first campaigns with give2gether, and do even better every year!
About BC SPCA
Shoni Field, BCSPA’s direct response specialist
The BC SPCA protects and enhances the quality of life for domestic, farm and wild animals in British Columbia. They are one of Charity Intelligence Canada’s top charities for 2013. Charity Intelligence Canada named only 45 charities and only two animal welfare organizations for their 2013 picks.
3X Matching Gift Challenge
Raise $67,000 in 30 days
Setting a Matching Gift Challenge. This campaign broke all time conversion records on give2gether !!
St Hubert | $15,000 in 1 week
St. Hubert Catholic High School is the largest all-girls school in Philadelphia, Pennsylvania enrolling over 1000 students. At St. Hubert, each student is offered a college-preparatory, liberal arts education with technology incorporated into every aspect of the curriculum. Additionally, St. Hubert has an extensive extracurricular program with over 30 activities from which students can choose, all to ensure the very best education for young women of faith and integrity.
The challenge: 7 days to raise $15,000
St. Huberts Catholic High School for Girls’ robotics team needed a miracle. They had to raise $15,000 to send its robotics team to the championship competition in St. Louis.
Their girls had won a coveted spot to compete but administration realized that present fundraising activities wouldn't be sufficient nor quick enough to subsidize the costs of transportation, lodging, and meals. With only one week to raise the money, the challenge seemed impossible: They had ro raise the money or withdraw from the competition. In the not-so old days, students would have asked their friends and relatives for money, maybe post a plea on their Facebook page. Not this time.
“We needed to do things differently. We didn’t have the luxury of time to set up a traditional direct mail or phone campaign. We were ready to try a more efficient and less costly way to raise money. Above all, we needed it to happen instantly in order to reach our goal within one week.”
- Setting an all-or-nothing (conditional) crowdfunding campaign. This is most suitable where receiving 100% of the asking amount is necessary for success.
- Reaching out to their existing donor database with personal, tailored and professional gift requests, emphasizing the urgency and pivotal nature of each donation.
- School alumni setting up personal fundraising pages, sparking competition on the donor leader-board.
- Using Facebook, Twitter and LinkedIn connections to extend their reach with the click of a button, turning donors into fundraisers.
The girls and their coaches immediately got to work. Together they:
- Sent emails to their existing donor list asking for support
- Inspired their social networks and their donors’ social networks to contribute
- Continued to track and optimize their social impact and fundraising progress
- Reviewed progress with the give2gether success team
“We pulled through like we saved the school,” said junior Cortney Schaaf. “We had family, friends and people we didn’t even know donating. We could only imagine this would come true, but I guess crowdfunding is mainly about expanding your fundraising to those who you don’t know. ”The swift raising of funds was an impressive display of teamwork” says School President Frank Farrell. A dozen girls — 11 juniors and a freshman — made the trip to St. Louis, and the BambieBotz were fourth among rookie teams.
Crowdfunding from zero to $230,000
10 best practices
The Society for the Protection of
Nature - 50,000 NIS in 10 days
On behalf of the children and all of us at SPNI, thank you for making this program possible.
Moshe "Kosha" Pakman
- Raised: ₪50,000 in 10 days (!)
- 9.3% of all visitors ended up donating
- Average gift size 4X of average Israeli online gift
- Internal overhead: 15 hours
Brandeis | Alumni Video Challenge
Brandeis University received the Silver Award in the CASE Circle of Excellence Awards Program for Technology Applications and Creative Use of New Media. The award was based on Brandeis' successful online fundraising campaigns using give2gether's platform.
CASE awards recognize outstanding work in the areas of fundraising, alumni relations, communications, and marketing. A total of 2,700 entries were submitted in the contest.
The two-part Brandeis fundraising initiative employed social media and give2gether's online technology to engage alumni and empower them to solicit their fellow graduates.
- The first segment of the campaign relied on a brief, light-hearted video featuring the school mascot, Ollie the Owl, in "A Day in the Life of Ollie the Brandeis Student”. The video featured familiar campus individuals and places as Ollie reluctantly rolls out of bed, attends a lecture, gobbles down a pizza, receives a parking ticket, and falls asleep in the library.
- The Campaign’s second segment, their Alumni Video Challenge, asked alumni to submit videos about their unique Brandeis story. The videos were designed to remind alumni of their days as Brandeis students. Winners were selected in three categories: best overall video (selected by alumni in the entertainment/marketing world); most popular (based on views); and best fundraisers (based on money raised and number of donors).
“This award speaks to our department’s willingness to embrace new technology and social media to engage alumni and friends,” said Nancy Winship, senior vice president of institutional advancement. “While viral marketing will never replace face-to-face visits, direct mail, and phone solicitation, it has become a valuable part of our fundraising enterprise, particularly concerning engagement with our younger alumni.”