25 August 2011

http://www.youtube.com/watch?v=7OCyfV_k2_ghttp://www.youtube.com/watch?v=7OCyfV_k2_g

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Case Study: America’s Giving Challenge

About• The Case Foundation, Causes and PARADE Publications

teamed up to deliver the America's Giving Challenge.• 30-day national online competition launched October 7, 2009• designed to encourage individuals and non-profits to

experiment with new social media technologies and think about more strategic ways of leveraging social networking to engage supporters for their causes

• participants competed for daily and overall cash awards based on the number of donations to their cause

• Causes/Charities/Non-Profits/Fundraisers challenged with leveraging their social networks

• Simple Ask: “By donating $10 you can help us win $50,000”

• Prize Fund: $245,000• Amount Raised: $2,101,914• Rate of Return: $1 : $8.58

Links:http://www.casefoundation.org/pressroom/releases/america%E2%80%99s-giving-challenge-inspires-more-105000-donations

http://www.causes.com/agc/about

Imitation is the sincerest

form of flattery. Charles Caleb Colton

2010 was first year of campaign

•Supported by many of Ireland's leading charities including; Focus Ireland, Irish Cancer Society, Oxfam Ireland, Irish Hospice Foundation

• Over 200 videos submitted to competition

• Website received over 60,000 visits over 6 weeks (nearly 1,500 visitors per day)

• Videos viewed over 130,000 times

2011 Campaign – Better Together - Bigger & Better

ONLINE VIDEO COMPETITION & GIVING CHALLENGE

Three prizes of €3,000 for online video competition •Giving Challenge prize of €10,000 • Student film makers also invited to partner with groups to help produce a winning video

IRELAND'S CHARITY HERO AWARD • Celebrates how ordinary people are making an extraordinary difference to their communities• €1,000 cash prize for winner to provide to an organisation of their choice

Last years winners•Longford Women's Link:

http://www.bettertogether.ie/content/longford-womens-link-better-together

•Dublin Youth Theatre:

http://www.bettertogether.ie/content/dublin-youth-theatre-through-green-door

•Blarney Community Council:http://www.bettertogether.ie/content/blarney-community-council-better-together

€14,000 up for grabs to the charity in

Ireland that proves we are Better

Together!

2011 Campaign – Timetable

web site live - receiving videos 19th September

Launch: video and charity hero nominations and voting begins

Tuesday 4th October

Video and charity hero Submission Deadline. Giving Challenge Begins:

Friday 28th October

Online Voting for video and charity hero closes: Friday 11th November

Giving Challenge Closes: Friday 25th November

Awards Night: Thursday 1st December

€14,000 up for grabs to the charity in

Ireland that proves we are Better

Together!

€14,000 up for grabs to the charity in

Ireland that proves we are Better

Together!

Good Luck!

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Kiva, acting together to achieve a common goal

peer to peer campaigning in action

Kiva Aim: Acquire new lenders

Target Audience:

Want to feel more connected to causeCan give $25Social media savvy

Issue: Target must learn about micro-finance

Solution: Peer to peer marketingFriends are a trusted source of info

Campaign Origins

Lending Groups:

-target audience like to talk in forms

-naturally tell personal network

Familiar Call to Actions

Communicating Collective Impact

»What: 8,000 free US$ 25 micro-finance loans»How: Existing members invite friends –Result: 8,000 new members in 26 hours

“we communicated we them so they felt like part of the kiva team”

Kiva ‘Branch Out’ Social Campaign

Promoting to Members

Members Campaign Page

Post Campaign

Increasing loyalty

Post Campaign

“we communicated we them so they felt like part of the kiva team”

Post Campaign ‘continue sharing joys of micro-lending’

Practical Application e.g. Marathon

Create facebook event “running Dublin Marathon for Charity Name”

Facebook Event Functionality- sharing comes naturally to this group of people- messages can be sent to all your page fans

Work out your message - increase motivation

Christian Aid:Nets Now Campaign(netsnow.org)

Initial TestPress/Magazine Advertising

3,584 unique contacts£14.23 cost per prospect

Roll out15,800 texts

9% conversion to monthly(50% contact rate)

Now testing monthly ask on street…

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