CafeGive Social's 2014 submission for the 'Just 'Cause' SoMe Award, detailing our success with client Bank of Ann Arbor's 2013 JumpstARTS charitable giving campaign.

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Bank of Ann Arbor is a community bank, offering
personal and commercial banking services to the
residents of the Ann Arbor, Michigan area.
Repeatedly ranked by The Financial Brand as one
of the Top 100 Banks on Social Media, the bank
also has deep ties to its local community. Bank of
Ann Arbor has served over 200 area charities,
local schools, and organizations in the past year
alone.
Bank of Ann Arbor partnered with CafeGive Social to take its wildly
successful 2012 school grants program to the next level, and
crowdsource its charitable giving.

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• Funding in MI area for K-12 arts programs repeatedly cut
• Positive response to 2012 campaign: donating $30,000
to local area schools
• Bank of Ann Arbor had record amount of $ to donate to
its community in 2013
• Had previously worked with CafeGive Social on Sweet
15 Charity Drive for 15th Anniversary

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Goal:
Use social
media to engage
sizeable fanbase
in directing
charitable giving

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Bank of Ann Arbor used CafeGive Social’s Voting App to tap into it’s
22,000+ online community & connect it to on-the-ground component.

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Launched fully
branded Voting App for
Bank of Ann Arbor
Created shareable
social media posts to
promote campaign
Provided support &
monitoring
throughout campaign

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The bank provided CafeGive Social
with campaign graphics and names of
200 local participating schools.
In less that 2 weeks, the
campaign was launched
Ran for 2 weeks
October 23rd – November 18th

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Created share-
worthy posts for
built-in Facebook
& Twitter sharing

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Provided on-going support, cross-promotion
messaging, & promotion
• Campaign continuity:
online language mirrored
in-branch signs
• Hosted it on Bank of Ann
Arbor’s website &
Facebook page

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Voting was inclusive of all
schools in the area, totaling
over 200. Collecting and adding
all the assets for schools
delayed the launch by one
week, as did integration of the
app into the bank’s website.
App integration & image loading pushed back launch
Solution
CafeGive Social added a search
engine to the application to improve
the user experience. Bank of Ann
Arbor notified all players of the
delay, and used the additional week
to build marketing momentum for
the campaign.

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The Voting Application was installed
as a Facebook canvas application.
Voters needed access from all
devices, especially mobile, which is
not supported by Facebook on
canvas apps.
Optimization across devices and browsers
Solution
CafeGive Social provided temporary mobile
device-only link, then optimized campaign to
allow for more seamless voting and sharing.
This included helping to monitor bank of Ann
Arbor’s social media feeds, & providing
development assistance after hours.
Bank of Ann Arbor staff took turns monitoring
social media feeds throughout the day to
provide exceptional customer service.

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Key performance
indicators:
• Votes in campaign
• Increased
Facebook likes
(beyond organic
rate of approx. 2-
3%)
• Traffic to app as
measured by
views

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App traffic:
Traffic to the voting app was tracked using CafeGive Social’s dashboard. The Client
Bank of Ann Arbor accessed the dashboard on an on-going basis, and CafeGive
social provided insight into metrics as well as recommendations for improvement
(e.g. top performing days and corresponding actions such as emails).
Post-Campaign
Engagement
Campaign results page
had 87% the amount of
views and 193% more
shares as the campaign
page, indicating a high
level of post-campaign
engagement and
interest.

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We wrote & designed
a post-campaign
case study to
promote results with
Bank of Ann Arbor
Then we co-led a webinar
with Rhonda Foxworth, VP
of Marketing and at Bank
of Ann Arbor
The Case Study and webinar provided BoAA with materials that the bank
could use to position future charitable giving initiatives and use as collateral
with potential partners.