1. Get the Girls ‘Round 2010
Irish Cancer Society | Case Study
2. About the campaign
Get the Girls ‘Round is the fundraising campaign for the Irish
Cancer Society's Action Breast Cancer Programme. Action
Breast Cancer is Ireland’s leading provider of breast cancer
information and support. All funds raised from Get the Girls
‘Round campaign go towards developing information, advice
and support services for women with breast cancer in Ireland.
The aim being to encourage women all over the country to
host a night at home with their girlfriends and donate the
equivalent of what they would have spent on a night out.
3. Target audience
• Main Target: New female fundraisers aged between 20 - 40
• Existing Audience: female fundraisers of all ages
4. Objectives
• As a re-brand and name change were required, awareness around
the new name was necessary.
• To increase the profile, reach, and profitability of the programme.
• Develop a strategy to appeal and encourage woman to hold a girls
night in.
• Attract new and younger female supporters to the programme.
5. Objectives cont.
• Present a clear fundraising proposition.
• Provide a more fun and an easy way for its supporters to donate.
• Enhance the campaign and improve on the numbers of users,
parties and donations from 2009.
6. Solution
To present the campaign as a fun and engaging fundraising initiative,
Facebook was chosen as the platform within which to launch the
programme.
1.3m Irish users 700,000 Female
7. Solution
Facebook as a platform enabled us to accurately target our intended
demographic. The social aspect of the campaign would especially
appeal to Facebook users, while also giving greater exposure to
party organisers and their network of friends.
9. Donation Results
(as of 19th November 2010)
2009
2010
€100,000
€75,000 675%
Increase
€50,000
€25,000
€0
Total Donations
10. Microsite Results
(as of 19th November 2010)
2009 results 2010 results
Visits 6841 Visits 2617
Pageviews of signup.php 3427 Pageviews of signup.php 1664
Absolute Unique Visitors 5676 Absolute Unique Visitors 2274
New Visitors 83% New Visitors 86.05%
Returning Visitors 17% Returning Visitors 13.95%
Pageviews 26601 Pageviews 6928
Average Pageviews 3.9 per visit Average Pageviews 2.65 per visit
Time on Site 2:38 Time on Site 1:43
Bounce Rate 47% Bounce Rate 65.69%
Direct Traffic/ No referrer 36% Direct Traffic/ No referrer 28.39%
Referring Traffic 58% Referring Traffic 66.18%
Search Engines 5% Search Engines 5.43%
Visits from Facebook ? Visits from Facebook 1260 (48.15%)
11. Facebook
Results
(as of 19th November 2010)
Fans Generated 1562
Page views 12,143
Unique page views 3722
Total interactions 425
Post Likes 218
Comments 84
Wall posts 123
Unlikes 29
Unsubscribes 62
Video plays 60
Photo Views 390
12. Registration Results
50% of all traffic to the microsite came from facebook.
The quality of this traffic when compared to the previous year was significantly improved.
The 2009 page views for the signup page converted to party registrants was
4.96% (3427 page views yielding 170 registered parties)
The 2010 page views for the signup page converted to party registrants was
24.33% (1664 page views yielding 405 registered parties)
despite the fact that the page views were almost half those of the previous year.
Insight
The indication from these figures is that capturing users in the social environment generated
by the facebook page before sending them to the registration process yielded a significantly
higher standard of visitor, who were much more likely to become active members of the
campaign.
13. Facebook Fans Results
• The campaign now has a medium sized Irish facebook community.
• The page is currently ranked 46th of 83 charity facebook pages
listed on ie.yoursocialmonitor.com
Overtaking established Irish charity brands such as DePaul Ireland,
Alone, The Cari Foundation, Oxfam, The Dublin Simon Community,
Big Brothers Big Sisters of Ireland and Sightsavers.
• The likelihood of these users participating again is increased.
The facebook community which has been built allows us to start
the campaign from a much stronger position of support in 2011.
