Media Cause and Futures Without Violence have been collaborating to drive corporate giving campaigns that are geared to activate supporters. One of the main focus points is the annual Macyâ€™s Thank-A-Mom fundraising campaign. The campaign centers on Motherâ€™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 Macyâ€™s Facebook page and then shareable via Facebook or email. As an official Macyâ€™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:
Lift in Year-Over-Year Engagement
Media Cause goes above and beyond to ensure that weâ€™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
Captivating Words & Images
Powerful work deserves powerful communications. Copywriting, infographics, email headers, landing pagesâ€”the list goes onâ€”all help you move communities toward organizational goals.
Momentum matters. When we need supporters to take action, we strive to meet them where they areâ€”on their twitter feed, in their inbox or chatting with their friends.
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.
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 â€” 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.
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 Futuresâ€™ supporters from their digital media platforms to Macyâ€™s Facebook application.
We concentrated on four key areas:
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 ï¬nal 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 URLâ€™s, website analytics and ESP analytics, we were able to track efforts to mobilized both our earned and newly acquired audiences.
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 Macyâ€™s Thank-A-Mom Campaign and increased traffic to the promotion by 12.5% from the previous year.
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