KILLER CONTENT: Making Your Marketing Social Webinar by Eric Pratum, Director of Digital Strategy at Grizzard and Jacqui Pratum, VP Marketing and Development, Union Rescue Mission
33. Situation Overview
In 2010 a15% drop in giving over the previous year,
and a 45% increase in the need for services led to a
5 million dollar gap in URM s budget by the end of
April.
URM’s board and senior leadership made the painful
decision to close our Hope Gardens Family Center,
an oasis for single moms with children and senior
ladies experiencing homelessness, unless a
minimum of $2.8 million dollars could be raised by
June 30, 2010.
We prayed for a miracle, developed a plan and
launched the Save Hope Gardens Crisis
Campaign. on May 24th.
34. Campaign Overview
“I must share with you that unless we raise $2,800,000
by June 30, we will be forced to close the doors of our
Hope Gardens Family Center — a proven life-changing
and
life-giving environment for women and children.
This would be crushing news for the 24 additional
families we are preparing to move from Skid Row to
Hope Gardens. And it would be devastating to the 34
moms and 74 children and each of the 23 senior ladies
who have escaped homelessness and are living a life of
hope.”
37. Influencers & advocates
On June 23rd, just 7 days before
our deadline NCIS actress
Pauley Perrette shared our need
with her circle of influence by
posting the first of 2 You Tube
videos on Twitter.
• Pauley currently has 66,652
Twitter followers.
38. Miraculous Results
In 37 days, we shared
our need across 7
different core
communication channels
raising a total of $3.8
million dollars in
donations!
39. Miraculous Results
Comparison of the fundraising results, by channel, for
the same 37 days in 2009.
Fundraising 2009 2010 Difference %
Channel Growth
Alternate Media $ - $5,350.00 $5,350.00 NA
Broadcast Media $12,513.00 $67,662.00 $55,149.00 441%
Direct Mail $492,086.59 $693,832.17 $201,745.58 41%
Telephone $10,821.50 $6,802.50 ($4,019.00) -37%
Electronic Media $40,955.71 $172,610.47 $131,654.76
(Web, Social, Text)
321%
Personal $903,204.37 $2,800,815.45 $1,897,611.08 210%
Unknown $66,696.70 $74,787.91 $8,091.21 12%
Total $1,526,277.87 $3,821,860.50 $2,295,582.63 150%
40. Highlights & Take Aways
Build Relationships
• Half of the $2.8M attributed to personal fundraising came
from 3 donors with a heart for our ministry.
Be Prepared
• Union Rescue Mission had approximately 1640 Facebook
friends & 1970 Twitter followers in place.
• CEO Rev. Andy Bales had approximately 3290 Facebook
friends & 4122 Twitter followers in place.
• Our text-to-give program was set up and ready.
Be Available
• For increased interest from the Press.
• For increased interest from Volunteers.
• For unexpected forms of Help.
43. Slides
1.
This
presentaCon
4.
Who
Needs
a
Website?
h^p://slidesha.re/websiteneeds
bit.ly/?
5.
Website
OpCmizaCon
2.
Using
Social
Media
for
Basics
Nonprofit
Gain
h^p://slidesha.re/
h^p://slidesha.re/nonprofitgain
opCmizaConbasics
3.
SEO
for
Blogs
h^p://slidesha.re/seoforblogs
43