e fundraising through innovative technology
DESCRIPTION
Fundraising Through Innovative Technology from Caster Family Center for Nonprofit Research event on June 5, 2009. The event was sponsored by U.S. Bank.TRANSCRIPT
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Shakespeare Santa Cruz: 10 Days & The Internet
A Tale of New Media
Dana Werdmuller, Director of Marketing & PR
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Who we are:• Shakespeare Santa Cruz is a professional theatre company in residence at the University of California, Santa Cruz.
• Structured to be a financially self-sustaining independent unit on campus.
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What our situation was:• UCSC had been willing to absorb our short-term deficits and work with us on long-term solutions.
• With recent state cuts, UCSC could no longer support any absorption of potential deficit.
• SSC was at risk of being shut down.
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What we needed to do:• Reach out to the community and our supporters to see if they were willing to step up and support SSC.
• If we could raise funds in advance of approving our proposed budget, they could confidently green light us for the 2009 season.
• The goal of $300,000 was announced to staff on Friday, December 12, 2008 at 7pm.
• Our deadline was Monday, December 22, 2008 at 12 noon.
We had 10 days.
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What we did:• Challenge was expected, preliminary press releases were drafted
• We chose to hold the announcement until the our holiday show closed Sunday evening.
• Preparation was key.
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Day 1: Saturday, December 13
• Finalized press release for mass email distribution
• Created list of FAQs and answers
• Drafted letter from Artistic Director
• Created talking points for staff and board
• Advance contact with select media
• Town hall meeting planned
Tally: $0. We had 9 days.
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Day 2: Sunday, December 14(part 1)
• Uploaded press release, FAQs , etc. to website (private pages)
• Prepared email communication in Constant Contact
• Prepared email to media with press release
Tally: $0. We had 8-1/2 days.
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Email Message
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Day 2: Sunday, December 14(part 2, 11:00 pm)
• Switched website postings from private to public pages
• Added a “Give to SSC” button on website announcement
• Sent email to media with press release and links
• Sent email communication via Constant Contact (7700 names)
Tally: $5. We had 8 days.
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Tracking Results
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Day 3: Monday, December 15• News article runs in local paper
• Website receives record traffic
• Email communication receives record click-throughs
• Media inquiries are received, interviews coordinated
• Create a “ticker” on home page with running total
• Add donor list to web site
• Add message board to web site, invite visitors to “talk to us”
• Hold town-hall style meeting with key stakeholders
• Film remarks by board and Artistic Director
• Independent Facebook groups begin to pop up
Tally: $45,590. We had 7 days.
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Day 4: Tuesday, December 16
• Continue to coordinate media inquiries
• Update website tally, donor lists, messages
• Add news articles to online press room
• Post video on YouTube (Artistic Director comments)
• Link video to website: YouTube
Tally: $88,061. We had 6 days.
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Day 5: Wednesday, December 17
• Continue to coordinate media inquiries
• Update website tally, donor lists, messages
• Add news articles to online press room
• Send email update via Constant Contact with video link
Tally: $165,605. We had 5 days.
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Email Message #2
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Day 6: Thursday, December 18
• Continue to coordinate media inquiries
• Update website tally, donor lists, messages
• Add news articles to online press room
Tally: $213,866. We had 4 days.
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Day 7: Friday, December 19
• Continue to coordinate media inquiries
• Update website tally, donor lists, messages
• Add news articles to online press room
Tally: $249,651. We had 3 days.
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Day 8-9: Sat-Sun, December 20-21
• Update website tally, donor lists, messages
• Add news articles to online press room
• UCSC offices closed
• Tallies could not be updated until Monday, 12/22
• Draft press release with final outcome (various scenarios)
Tally: $249,651. We had 1 day.
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Day 10: Monday, December 22• Update website tally, donor lists, messages
• Add news articles to online press room
• Wait for UCSC donor processing office to catch up
• Wait for official final tally from Chancellor’s office
• Post final count to website home page
• Send out email announcement via Constant Contact
• Send out press release to media
Tally: $416,417. We had done it.
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Email Message #3
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By the numbers…
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Tools Used, Lessons Learned:We had minimal experience with social networking tools but were successful because we followed these basic guidelines:
1) Be prepared.
2) Keep it simple.
3) Use the tools you already have.
4) Let others extend your reach.
5) Create content.
6) Engage.
7) Update, Update, Update.
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What’s Next?We are now focusing on leveraging these lessons and tools for ongoing marketing and communications:
• Be strategic.
• Being prepared is more important than reacting quickly.
• Even if the message is complex, keep the initial
communication simple and invite the receiver to dig
deeper if they chose.
• Develop your tools well in advance of communications.
• Don’t take on too many new tools at once.
• Create content at every opportunity.
• Commit to activities that are sustainable.
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Thank You.For more information on Shakespeare Santa Cruz and its
2008 fundraising challenge, visit:
www.shakespearesantacruz.org