Best in Show! - imgsvr.eventrebels.com · 10 brainstorm rules 1. There are no rules. 2. Show up. 3....
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7/15/2016 1 #Bridge16 #MRCampaigns Best in Show! Counting Down the Best Online Fundraising, Engagement, & List-Building Campaigns of the Year Madeline Stanionis | M+R mrss.com/lab mrss.com/toolshed mrbenchmarks.com Are you smart and maybe a little bit nerdy? Do you have trouble picking just one issue your heart bleeds for? If your answers are yes yes yes, come change the world with us! mrss.com/jobs Pop quiz! How about kind? What makes something Best in Show? • I like it • Other people like it • It performed • I *know* it performed • It inspired • I like it
Transcript of Best in Show! - imgsvr.eventrebels.com · 10 brainstorm rules 1. There are no rules. 2. Show up. 3....
7/15/2016
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#Bridge16#MRCampaigns
Best in Show!Counting Down the Best Online
Fundraising, Engagement, &List-Building Campaigns of the Year
Madeline Stanionis | M+R
mrss.com/lab mrss.com/toolshed mrbenchmarks.com
Are you smart and maybe a
little bit nerdy?
Do you have trouble picking just one issue
your heart bleeds for?
If your answers are yes yes yes, come change the world
with us!
mrss.com/jobs
Pop quiz!
How about kind?
What makes something Best in Show?• I like it
• Other people like it
• It performed
• I *know* it performed
• It inspired
• I like it
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The Incredible Story of NYPL’s
Impossibly Possible Bookplate Campaign
book·plateˈbo ͝okˌplāt/
A decorative label stuck in the front of a book, with a very short dedication
$50
Last chance: $40
TheNew York
PublicLibrary
In.Your.
Facebookplate.
• Many many
bookplates
• $57 avg gift
• 57% new donors
• 10% of revenue from FB ads
• 22% - 12/24 discount
• First NYPL Giving Tuesday hook
What helped make this Best in Show?
• So. Their. Audience.• Tangible.• Unusual.• Appropriate for the season.
Aaaaaaaaaaaaaah,#PinkOut
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#PinkOut breaks through
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#PinkOut breaks through #PinkOut breaks through
What helped make this Best in Show?
• Enemies, thwarted.• Timing, everything.• Risks, taken• Pink, leaned into.• The Things, all of them.• Luck, and a lot of it.
Reboot the Suit: Bring Back Neil
Armstrong’s Spacesuit
UNDER PRESSURE Dun da da dun da da
da-dun
What is this “email” you
speak of?
Smithsonian
National Air and
Space Museum
Celebrities! Nerds!Rewards!
Results! Original Goal: $500,000
Day 1: $150,000 (2000 backers)
Day 2: $300,000
Day 5: $500,000
Day 29: $700,000 – Stretch Goal
Day 30: $713,554 (9341 backers)
What helped make this Best in Show?
• Right project for crowdfunding
• Right project for their audience
• Partnership with Kickstarter
• Willingness to do alllllllthat crowdfunding stuff
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What helped make this Best in Show?
• Audacious goal• Simplicity & specificity• Beginning and an end• Poetic justice• Community engagement• Celebrities
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What helped make this Best in Show?
• Haunting subject• Simple, beautiful design• Timely call to action• Facebook integration• Except…
What helped make this Best in Show?
• Haunting subject• Simple, beautiful design• Timely call to action• Facebook integration• Except…• IT DIDN’T REALLY PERFORM
“This email is about toilets”
“A holiday for toilets?”
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What helped make this Best in Show?
• WCS is in it for the long haul• Meaningful participation throughout• Victories throughout• Connecting supporter to outcome• Elephants
UNHCRHow big can we go?
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$0.00
$0.50
$1.00
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# o
f V
en
do
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RO
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UNHCRHow big can we go?
Results
✳ Over 2500% increase in monthly ad spend from March to December, across 18 different vendors/strategies
✳ $2.35 ROAS
What helped make this Best in Show?
• Slow, steady, do-able:• Grew the program• Improved the program
• Sophisticated, constant tracking
Social + Donation HybridUnion of Concerned Scientists
Before…
Social + Donation HybridUnion of Concerned Scientists
Before… …After!
Social + Donation HybridUnion of Concerned Scientists
Percent Change
Average # of Gifts per Month
1145%
Average Total of Gifts per Month
903%
Average Amountof Gift per Month
-21%
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Wildlife Conservation Society
✳ Goal: Boost zoo membership by showing display and Facebook ads to people who visited the zoo membership form or clicked on membership emails
Results
✳ Ads saw a 5.5X ROI!
Winning display ad!
Faster. More aggressive. Bold as hell. Magical. Your
best self. More precise. Smart & disciplined. Lucky.
YOU MUST KNOW what makes you
REMARKABLE!KNOW your audience
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Be relevant
75% normal.
25% weird stuff.
Creative is YOUR
jam
How might we…? Starts at the top Get in the mood
Regular mandatory
brainstorms
10 brainstorm rules1. There are no rules.
2. Show up.
3. You don’t have to have the best idea.
4. “Yes, and…”
5. Saying an idea is bad doesn’t help.
6. Saying an idea is good doesn’t really help either.
7. Make jokes, be silly, be loud.
8. State the obvious.
9. Resurrect the failed.
10.Shut up and start saying things.
Best in Show
Don’t forget to visit the
Solutions Showcase!
Many of the ideas discussed today are on display at the
Solutions Showcase!
