How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case Study
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Transcript of How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case Study
How to Maximize Your Results:
A Houston Grand Opera Case Study
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#KimbiaWebinars @HouGrandOpera @KimbiaInc
Confidential document: Kimbia Inc. 2015
Miriam Kagan Senior Fundraising Principal
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Emily Schreiber Development Officer
www.houstongrandopera.org
Asha Curran Director, Center for
Innovation & Social Impact
@KimbiaInc @MiriamKagan
#KimbiaWebinars
@HouGrandOpera @HGOperaCat #AllInForHGO
@radiofreeasha #GivingTuesday
Confidential document: Kimbia Inc. 2015
Agenda
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Intro + About Kimbia & Houston Grand Opera
#GivingTuesday Background and Stats
All In For HGO Case Study
Questions
Next Steps / Offer #KimbiaWebinars @HouGrandOpera
@KimbiaInc
Confidential document: Kimbia Inc. 2015
Kimbia is the global leader in crowdfunding events
Helping 19,000+ nonprofits since 2007 7 of the 10 largest crowdfunding events
ü Delivered through patented widget technology
ü Focused on producing the opAmal donor experience
ü Higher conversion rates in A/B tests versus compeAtors
ü Portable, scalable and easy to integrate with CRM, CMS, Email and other soNware tools
• Giving Days • P2P & Team Raising • Online DonaAons • DIY • Event RegistraAon
Confidential document: Kimbia Inc. 2015
Kimbia provides an all-in-one solution for…
Online Fundraising
Event Registration
Peer-to-Peer, Team & DIY Fundraising
Giving Days / Crowdfunding
Custom Forms
Confidential document: Kimbia Inc. 2015
The Kimbia Solution
Embedded in an organizaAons exisAng website • Enables branding control • Increases donor
conversion by 30% on avg
Best of Breed, cloud-‐based plaXorm
Mobile-‐ready responsive • No need for web APIs to
build / style
Social sharing integraAon
Works with client systems of choice: • IntegraAon ease using data APIs • App on Salesforce AppXchange
Secure, PCI Level 1 compliant, forms
£ €¥ $ MulA-‐Currency
MulA-‐Language
20+ Gateways
Confidential document: Kimbia Inc. 2015
About
Confidential document: Kimbia Inc. 2015
• 450 community performances, arts education programs, and collaborative workshops each year
• HGO employs over 900 people annually, 117 on full-time staff
• Budget of $26 million • Contributed income accounts for approximately ¾ of
operating budget • 48 member Board of Directors • Core values of HGO are excellence, relevance and
affordability
Confidential document: Kimbia Inc. 2015
Confidential document: Kimbia Inc. 2015
180% Year-over-
year growth on social
media
15.4 Billion
Impressions in social and print media
Confidential document: Kimbia Inc. 2015
Confidential document: Kimbia Inc. 2015
Confidential document: Kimbia Inc. 2015
Confidential document: Kimbia Inc. 2015
Confidential document: Kimbia Inc. 2015
Confidential document: Kimbia Inc. 2015
Confidential document: Kimbia Inc. 2015
Tips to plan for #GivingTuesday 2015:
• Plan ahead: Set a goal and plan your campaign details early.
• Be crea>ve: #GivingTuesday is a great opportunity to experiment. Use the tools and energy from the day to try something new.
• Collaborate: Partner with other organizaAons and use your combined voices to have a greater impact.
• Share your campaign: We want to hear your plans & help share your story. Tweet @GivingTues or post your blog on our website.
• Let us know how we can help: We are here to help! Email us at [email protected] -‐ we are happy to talk about your ideas and provide tools for your campaign.
Confidential document: Kimbia Inc. 2015
Confidential document: Kimbia Inc. 2015 19
Confidential document: Kimbia Inc. 2015
• We recognized the potential to raise new dollars and attract new donors
• We wanted to be one of the first performing arts organizations to launch a campaign
Why Crowdfunding?
Confidential document: Kimbia Inc. 2015
Hosting a first-time event as part of #GivingTuesday helped to:
• Increase visibility • Promote a sense of
urgency • Spread awareness • Lower both workload and
promotion costs
Why #GivingTuesday?
Confidential document: Kimbia Inc. 2015
• Raise $200,000 • Convert ticket
purchasers to donors • Upgrade/get second
gifts from existing donors • Expand the reach of a
large campaign that was nearing completion
• Reach new audiences in the Houston community
Our Goals
Confidential document: Kimbia Inc. 2015
• Proven best practices established by the giving day leader
• Innovative, easy-to-use technology platform • A robust suite of expert services and support
Ø Kimbia provided strategy consulting, designed and executed mobile-responsive giving site and developed content for pre and post-event emails
Why Kimbia?
Confidential document: Kimbia Inc. 2015
Multi-channel campaign that leveraged both offline and online channels • Email: engage existing donors
and convert ticket purchasers donors with separate, targeted emails for each audience
• Social Media: Create, nurture and convert social media relationships to drive donations
• Direct Mail: Spread the word among the offline audience
Event Details: All In For HGO
Confidential document: Kimbia Inc. 2015
• Leveraged digital channels to meet and exceed our goals
• Created nine total pre-event, event-day and post-event emails segmented by audience (donors and ticket purchasers)
• Develop a social messaging campaign (free & paid) that effectively encourages engagement, impressions and donations
Campaign Strategy
Confidential document: Kimbia Inc. 2015
Houston Grand Opera Key Results: Social
Confidential document: Kimbia Inc. 2015
Houston Grand Opera Key Results
17.5% above goal
21% page conversion rate
day of event
$518 average gift, nearly 8x the industry
avg of $66 $317 online average
gift, over 2.5x the industry avg
Confidential document: Kimbia Inc. 2015
Key Results • Email audiences performed very well:
industry-beating open & click through rates • Current donors stepped up but also a
significant number of new donors were acquired/converted
• Social played a role in driving traffic—over 20% of traffic on Dec. 2 came from social channels
• Mobile was an important and active access point – 42% of event-day visits
• Audiences were most engaged in the morning and late afternoon/early evening
• While the majority of audience was in/near Houston, we did see pockets of interest around the nation
55%
45%
% of Revenue
Online Offline
89%
11%
% of Gifts
Online Offline
Confidential document: Kimbia Inc. 2015
Revenue & Channel Breakdown
69% 7%
23%
% of Revenue Online Only
Email Facebook Direct/Other
61% 9%
30%
% of Gifts Online Only
Direct/Other
$358.50
$268.25 $246.60
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
$400.00
Email Facebook Direct/Other
Average Gift Online Channels
Confidential document: Kimbia Inc. 2015
Houston Grand Opera Key Results: Email
56%
44%
Email Revenue by Audience
Donors NonDonors
42%
58%
Email Gift % by Audience
Donors NonDonors
Pre-‐event: Non-‐Donor
Pre-‐event: Donor
Confidential document: Kimbia Inc. 2015
Houston Grand Opera Key Results: Social
Confidential document: Kimbia Inc. 2015
Houston Grand Opera Key Results: Social
Confidential document: Kimbia Inc. 2015
Houston Grand Opera Key Results: Social
• Social success is proven through encouraging impressions, engagement, and even donations
• Paid Social cultivates new relationships and grows them well
• A lift in Organic Social relationships occurs both during and after a Paid Social initiative
• Owned Social nurtures relationships months ahead of Giving Tuesday: interact, entertain and inform with them
• Building a list of influential donors, opera ambassadors, Houston celebrities etc. amplifies the social reach
• Photos are important: social posts with photos most often have higher engagement rates
Confidential document: Kimbia Inc. 2015
Confidential document: Kimbia Inc. 2015
Questions?
35 #KimbiaWebinars @HouGrandOpera @KimbiaInc
Confidential document: Kimbia Inc. 2015
Next Steps:
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Please join us for our next webinars: • Ready. Set. Go! Launch Your
#GivingTuesday Campaign Today
#KimbiaWebinars @HouGrandOpera @KimbiaInc
Confidential document: Kimbia Inc. 2015
Special Offer
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Special Starter Kit Pricing* to Get You Ready for this #GivingTuesday
• Fully-branded giving day site • Real-time status widget, social media
integration • Industry-leading, proven secure &
stable platform
*Offer does not include Kimbia services engagement or complete platform functionality – contact us to learn more about your options.
Confidential document: Kimbia Inc. 2015
www.kimbia.com#www.houstongrandopera.com#
@miriamkagan#
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Contact Information
#KimbiaWebinars @HouGrandOpera @KimbiaInc