Activating Supporters Through Corporate Giving

EXECUTIVE SUMMARY

Case Study: Futures Without Violence

Media Cause and Futures Without Violence have been collaborating on the annual Macy’s Thank-A-Mom fundraising campaign for four years. The campaign centers on Mother’s Day and invites both shoppers and supporters to thank their mothers with a digital card. The card is generated by a custom application on Macy’s Facebook page and then shareable via Facebook or email. As an official Macy’s partner, Futures collect $2 for every card sent where the user marks Futures as the beneficiary. In the yearly, three week-long Thank-A-Mom fundraising campaign, we leverage social media, search and email marketing to:
Mobilize the Futures audience to participate.

Recruit new supporters to the organization.

Insert mission-oriented messaging into the broader Thank-A-Mom audience.

During the most recent Thank-A-Mom campaign, our final average CPC was $0.53, resulting in an ROI of 3.8x.

$98,294

Raised

67%

Lift in Year-Over-Year Engagement

1,576,087

Impressions

Media Cause goes above and beyond to ensure that we’re putting out content that resonates with our audience. This dedicated, data-driven approach works.

Lauren Brisbo, Communications and Digital Media Manager, Futures Without Violence

Strategy

Captivating Words & Images

Powerful work deserves powerful communications. Copywriting, infographics, email headers, landing pages—the list goes on—all help you move communities toward organizational goals.

Multi-Touchpoint Campaigns

Momentum matters. When we need supporters to take action, we strive to meet them where they are—on their twitter feed, in their inbox or chatting with their friends.

Track Everything

Tracking digital efforts provides a clear path to optimizing and prioritizing next steps. It can take a minute to set up, but is always, always worth it.

Implementation

Captivating Words & Images

Corporate sponsorships and contests are great ways for nonprofits to participate in online fundraising without asking supporters directly for money. Organizations engage supporters to take specific actions, and brands make a donation to a good cause — win win!

Across the campaign, we leveraged custom images to effectively promote the campaign and reach the highest engagement levels possible. Visuals and messaging across platforms centered around key targets via age, gender, demographics and specified interests.

Multi-Touchpoint Campaign

In planning for the Thank-A-Mom fundraising campaign, our focus was on developing a content strategy that would encourage user participation and effectively drive Futures’ supporters from their digital media platforms to Macy’s Facebook application.

We concentrated on four key areas:

      • Organic social media
      • Paid social media
      • Email
      • Google Ad Grants

Track Everything

A key component of this fundraising campaign was to reach new users. As a result we centered ongoing campaign optimizations around ROI.

This optimization was enabled by solid data tracking. With the final conversion occurring on a third-party application, we had to overcome the limited available conversion data. Using a combination of Facebook advertising and organic data, Google UTM conventions, Bitly URL’s, website analytics and ESP analytics, we were able to track efforts to mobilized both our earned and newly acquired audiences.

Results

Engagement drives donations.

The 2014 fundraising campaign hit the ground running early, with 57,596 cards sent in the first 24 hours. Paid media efforts and an external email blast were launched as the contest kicked off. With 151,238 cards sent early on, it became apparent that the goal would be reached much faster than anticipated. Ramping up paid media efforts for final push and a big showing in the final hours made Futures the second most-contributed-to organization.

In total, we were able to raise $98,294 in collaboration with Futures Without Violence during our most recent Macy’s Thank-A-Mom Campaign and increased traffic to the promotion by 12.5% from the previous year.

Here are some big numbers.

48%

Increase in Organic Facebook Impressions

71%

Decrease in Year-Over-Year Facebook CPA

12.5%

Increase in Year-Over-Year App Traffic

Ready to drive growth and impact through digital strategies?