community & event building something special, from nothing. · building something special, from...
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Community & EventBuilding Something Special, From Nothing.The ASRC Telethon’s journey to the magic million, an ROI of 22:1 and what we learnt along the way!
Alan White MFIA CFREFundraising ManagerAsylum Seeker Resource Centre
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Building Something Special, From Nothing.The ASRC Telethon’s journey to the magic million, an ROI of 22:1 and what we learnt along the way.
What we’re covering today:• The Story of the ASRC Telethon• Marketing - Above & Below
• Digital – Pre-Event• Digital – On The Day
• Activating People of Influence• Partnerships & the Power of Matched Funding • What Happens On The Day• Program Expansion • Our Biggest Wins – Our Biggest Learnings
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Building Something Special, From Nothing.The ASRC Telethon’s journey to the magic million, an ROI of 22:1 and what we learnt along the way.
What we’re covering today:• The Story of the ASRC Telethon• Marketing - Above & Below
• Digital – Pre-Event• Digital – On The Day
• Activating People of Influence• Partnerships & the Power of Matched Funding • What Happens On The Day• Program Expansion • Our Biggest Wins – Our Biggest Learnings
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The Story of the ASRC Telethon
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The Story of the ASRC Telethon - Then
Income Decline
Difficult
Acquisition Marketing
LowSecond Gift
Rate
Sector Apathy
Environmental Opportunity
Claim Market Share
Branding & Media
Development
Maximising Public Intent
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The Story of the ASRC Telethon - Then
$254,0002611
DonorsFacebook
1 Email &
1 SMS
Inbound Calling
35 Influencers
One Landing
Page4 Weeks
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The Story of the ASRC Telethon – NowMeeting Strategy
Reaching & converting
persuadable audiences
Building community
partnerships
Celebrating and amplifying the voice of people
with lived experience
Activating donor
motivations to build
sustainable revenue
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The Story of the ASRC Telethon – Now
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The Story of the ASRC Telethon - Now
$890,000 Raised8,000+ Donors
More than 60 activated
influencers and ambassadors
An Auction, Community
Activations and Partnerships
Matched Funding
An emotive digital
storytelling experience
An automated and integrated communication
journey
Bespoke Landing Page
Lead Generation &
Activation
4 Week Campaign
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Donor Spread
New Donor Count
New Donor Average Gift
New Donor Income Total
Retained Donor Count
Reatined Donor Average Gift
Retained Donor Income Total
Supporter Converted Count MC
SupporterAverage Gift MC
Supporter Income Total MC
Supporter Converted Count SF
SupporterAverage Gift SF
Supporter Income Total SF
General $1 - $999
3653 $62.29 $227,581.12 4656 $80.14 $373,145.92 119 $40.15 $4,778.47 237 $47.28 $11,204.88
High Value($1000 - $4999)
30 $1,082.92 $32,487.67 71 $1,495.41 $106,174.46 - - - 1 $1,005.40 $1,005.40
Major Donor($5,000+)
4 $5,006.45 $20,025.80 10 $3,610.92 $36,109.20 - - - - - -
Philanthropic Funder/Corporate/Grant Giver($5,000+)
2 $5,012.90 $10,025.80 - - - - - - - - -
TOTAL DONOR COUNT TOTAL AVERAGE GIFT TOTAL INCOME TOTAL
8784 $95.92 $842,538.72
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Online
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OfflineInternal Donations
Inbound Calling SMS Outbound SMS Inbound
Outbound Calling Post-Event Offline Activity
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Marketing & Digital(Pre-Event/On The Day)
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Marketing Activity – Pre Event
Influencer Marketing&
Media
Print Publication
Paid Direct Marketing Buy
Paid Social Facebook
Event
Lead Generation & List Warming
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Marketing Activity - LeadsTarget Audiences
Facebook Event Registered
Facebook Event “Interest”
Organic Content Interaction
Donor Lifetime- Telethon (ALL)
Lookalike Audiences- Telethon- Events- Lead to Donor
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Marketing Activity – Facebook Event Target Audiences
Facebook Fans and Friends
“Interest” Audiences
Organic Content Interaction
Lookalike Audiences- Telethon- Events
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Pre Event Awareness Link Clicks Conversion Revenue* Cost*
Cost Per
Conversion*
Average
Purchase
Value*
Total 521 342 $46,508.39 $928.05 $2.71 $135.99
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List Warming
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Marketing Activity – On The Day
Influencer Activation
Inbound & Outbound
SMSMediaRadioPaid Social
Organic Social
eDMsLead
Conversion
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SMS eDM
Facebook Profiles
Partners
The Communications Matrix
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Storytelling Works!
• 2nd Highest Viewed, Most Shared and Clicked Organic Post, 3rd Highest Reach
• Generated $16,432• 37% CTR• A/G $127
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Live Content Works
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Radio Works (Finally!)
3RR Live BroadcastDiverse Guests15 Minute CTA’s
Measure – HotJar277 DonationsA/G $8673% NewCPA - $3.20
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What Didn’t Work in Digital?
Branded ContentMass VideoGIFsLight Projections
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Email Results
Email Sessions Donors Revenue Avg gift Conv rate
Totals 4,198 1,987 $222,811.04 $112.13 47.33%
Supporter list hour of power (5pm LUSH) 1,429 735 $79,788.71 $108.56 51.43%
Supporter list launch email 942 337 $38,583.30 $114.49 35.77%
All donors hour of power (5pm LUSH) 815 475 $44,182.24 $93.02 58.28%
All donors launch email 559 260 $23,492.52 $90.36 46.51%
Telethon wrap -supporters, did not donate. 166 80 $19,713.14 $246.41 48.19%
All donors 19 June 143 51 $11,729.55 $229.99 35.66%
Supporter list 19 June 121 48 $5,271.03 $109.81 39.67%
Telethon wrap - donors to Telethon 23 1 $50.55 $50.55 4.35%
Learnings:
• Create urgency• Maintain a small
window of action time• Have a real reason to
engage the list
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Paid Social – The Approach
Desktop CPC Link Clicks
Website
Purchases
Website
Purchases
Conversion
Value
Amount
Spent
(AUD)
Cost per
Website
Purchase
(AUD)
average
purchase
value
Total 86 292 $23,144.04 $615.86 $2.11 $79.26
Mobile CPC
Link
Clicks
Amount
Spent
(AUD)
Cost per
Website
Purchase
(AUD)
Total 167 $500 2.991
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Organic Social – The Approach
Campaign Sessions Donations Revenue Average Gift Conversion Rate
Organic social 3660 710 $53,330.18 $76.27 34.62%
Facebook HoP Maurice Blackburn 146 75 $7,653.41 $102.05 51.37%
Facebook HoP Lush 237 112 $10,358.72 $92.49 47.26%
Facebook donate button 76 46 $3,457.04 $75.15 60.53%
Other Facebook 1,565 468 $30,528.54 $65.23 29.90%
Twitter HoP Maurice Blackburn 23 11 $831.53 $75.59 47.83%
Twitter HoP Lush 27 17 $2,595.36 $152.67 62.96%
Other Twitter 959 378 $30,572.57 $80.88 39.42%
Other instagram 400 103 $6,215.87 $60.35 25.75%
Instagram stories - HoP MC 71 20 $1,050.36 $52.52 28.17%
Instagram stories - HoP Lush 53 19 $1,618.56 $85.19 35.85%
Other Instagram stories 63 8 $408.48 $51.06 12.70%
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Activating People of Influence
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Partnerships & Matched Funding
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Cause-Related Retail Activities
• In-Centre Tap n GO• Cause-Related Marketing Activities• Shopping Centre Activation & Branding• Bespoke Landing Page• Matched Funding
• 484 $2 Tap n Go Transactions• $12,000 raised across all activities
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Hour(s) of Power
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SMS eDM
Facebook Profiles
Partners
Hour(s) of Power Execution
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Hour(s) of Power Execution
{FirstName},
it’s the ASRC
Telethon’s hour
of power - all
donations are
doubled thanks
to COMPANY
X
Will you stand
with us once
more on World
Refugee Day?
Chip In Here.
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Hour(s) of Power Execution
{FirstName},
it’s the ASRC
Telethon’s hour
of power - all
donations are
doubled thanks
to COMPANY
X
Will you stand
with us once
more on World
Refugee Day?
Chip In Here.
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Hour(s) of Power Results
Measure Hour 1 Hour 2
TOTAL INCOME $113,063 $238,997
SMS $52,769 $50,480
Inbound Calls $12,450 $13,890
eDM $_ $123,970
Direct $16,643 $14,456
Social Media $6,201 $11,201
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Event Day
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Event Day
- Filling the space- Branding- Operations- Pro Bono Support- Volunteers- Leveraging your space
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EXPENDITURE ALLOCATION
Marketing Invest. $20,000.00Donor Retention $7,500.00Gift Amenities $1,000.00Event Operations $6,500.00Quest $2,000.00Printing $500.00Comm. F'ing $1,000.00Auction Activities $1,500.00Contigency $1,500.00
TOTAL $40,000.00ACTUAL $40,941.00
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Program Expansion
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Collection with local tradersThe campaign launched a money tin collection drive with local traders in the region and to interested supporters through in-centre information evenings. The campaign was a pilot that was aiming to measure the level of interest from businesses to generate a reasonable return on investment. Coupled with the acceptance of event posters to promote the campaign, a total of 79 tins were raising funds for the campaign throughout June, raising on average $89 per tin for a total of $6,478.
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Team TelethonTeam Telethon was devised as a formal acquisition proposal for community fundraising, including the development of a branded 3rd party platform, digital resource pack and branded event pack. A total of 17 community events were held across Australia, from school free dress days through to movie nights and in-store fundraisers with a number of corporate partners such as the Body Shop, raising on average $582 for a total of $9,894.
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AuctionUsing auction platform Givergy, the campaign was highly successful, raising $33,500 against a $6,500 reserve target. This result was from the auctioning of more than 40 items, including many moneys can’t buy experiences and items associated to refugee community. This was a key opportunity to engage people who had already donated to our Winter Appeal, and was a metric for high value and major donor identification.
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What we have learnt?
• Converting “Telethon” donors to Cash Donors needs a plan• Ensuring the two activities compliment, and don’t compete!• Generating a stronger second gift rate out of new acquisition• Mass marketing is generally a poor investment• Further use of UTM’s will allow for better tracking• Audiences are invested in the “community” of the event – we haven’t yet
leveraged this well enough yet.• The event is a digital campaign – do we need traditional methods?
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