case study: irish cancer society and colour dash event
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Case study: Irish Cancer Society and Colour Dash eventTRANSCRIPT
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Case Study: Irish Cancer Society Colour Dash
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The Formalities
1. Who am I?
2. Who is the Irish Cancer Society?
3. What is Colour Dash?
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The FormalitiesMe!
• Web Services Manager, Irish Cancer Society
• Formerly with the Canadian Cancer Society
• 10 years’ experience in online fundraising and marketing
• Nerd!
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The Formalities
• Founded 1963
• Strategic goals: 1. Reduce cancer risk
2. Improve lives
3. Lead research
4. Influence public policy
• Website: www.cancer.ie
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The Formalities
• 3 events• Campaign timeframe:
May-Sept 2014• Registration fee = €30 +
fundraising• Microsite: cancer.ie/colourdash• Facebook & JustGiving.com
presence• Fundraising packs sent by mail
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Campaign Overview
3 phases:
1. Recruitmenta. Re-activationb. Acquisition
2. Engagement
3. Post-event
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Recruitment:Re-activation Campaign
Bringing back last year’s supporters
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Email campaign
• Targeted 2013 participants + similar event participants
• 60% open rate!• 90 registrations within
the week after 1st
re-activation email• 330 conversions within
the week after 2nd
re-activation email
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Website
• Cancer.ie homepage
– 72,000 average monthly visitors
• www.cancer.ie/ColourDash
– Microsite with online registration form, FAQs, etc
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Facebook Pages
• Irish Cancer Society Facebook Page
– 3 Facebook Events
– Organic posts
• Colour Dash Facebook Page
– Organic posts
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Recruitment:Acquisition Campaign
Finding Brand New Supporters
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Multi-channel!
• Website
• Google Search
• Email campaign
• Display advertising
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Multi-channel!
• Email campaign
• Display advertising
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Website
• Homepage
• Vanity URL www.cancer.ie/ColourDash
• Dedicated section within website
• 257 conversions from homepage alone
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Irish Cancer Society Facebook Page• 3 Facebook Events
90 conversions
• Organic posts181 conversions
• Paid ads88 conversions
• Custom audience targeting
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Search Engine Marketing
• Benefited from Google Grants programme
• Campaigns geo-targeted to each area
• 786 conversions:– 566 registrations from organic
search– 202 registrations from paid search
• Drove 3,400 visits to website
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Recruitment Results
33.00%
16.00%14.00%
12.00%
10.00%
6.00%
6.00%
2.00%1.00%
Online Registration Sources
Google Search
Cancer.ie homepage
Direct Traffic
Google Paid
Facebook Posts
Facebook Ads
Facebook Events
Email Campaigns
Bing Search
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Engagement Campaign
Steward fundraising and build event excitement
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Email Campaign
• Irish Cancer Society emails
– 2 fundraising stewardship emails per event
• Astonishing 57% open rate!
– 273 JustGiving fundraising page registrations
• JustGiving automated emails
– €19,000 fundraising revenue generated online
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Facebook Posts
• Organic posts to the Irish Cancer Society Facebook Page
– Increase in 9k followers
• Organic posts to the Colour Dash Facebook Page
– Increase in 2k followers
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Most popular posts
• Event announcements & Good Luck posts
• Photo shares
• Live updates and photos from race start and finish
• Registration deadlines
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And the not-so-popular…
• Giveaways
• Tagging gimmicks
• Cross-promoting other campaigns
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Post-event campaign
Recognition & thank you’s
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Post-event campaign
Thank you emails
• High open rates (between 40% & 80%)!
• Provide information on how to submit funds raised
• Drive to Facebook albums
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Post-event campaign
Thank you social media posts
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Post-event campaign
Facebook albums
• High engagement & shares
• Friends tagging one another
• Embedded albums on website
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Post-event campaign
“1st across the finish line”
• Great engagement on live updates
• “Winner” recognition
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Learnings
What worked?
What didn’t work?
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Learnings
What worked?
• Website homepage promotion
• Facebook Events
• Custom audience advertising
• Google Ad Words
• Re-activation emails
• Fundraising stewardship emails
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Learnings
What didn’t work?
• Acquisition emails
• Twitter ads
• Display ads
• Giveaways
• Tagging gimmicks
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Final takeaway
Mix!
Integrate!
Balance!
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Thank you!
Questions?
Feel free to connect!www.linkedin.com/in/wrobertsaunders