get the girls 'round review

2010 Case Study

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.

Get the Girls ‘Round Case Study 2010

• Main Target: New female fundraisers aged between 20 - 40

• Existing Audience: female fundraisers of all ages

TARGET AUDIENCE


• 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.

• 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.

OBJECTIVES


To present the campaign as a fun and engaging fundraising initiative, Facebook was chosen as the platform within which to launch the programme.

SOLUTION

1.3m Irish users 700,000 Female


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.


To ensure a consistency throughout the online campaign, a facebook landing page and stand alone micro site were created.

http://www.facebook.com/getthegirlsround

http://www.irishcancer.com/girlsnightin








From within Facebook users were informed of the campaign details including, how and why they should get involved as well as details on registration and donation processes and a message from the campaign ambassador Anna Daly, all without having to leave Facebook.


Multiple click thrus to the micro site were provided to enable users to quickly and easily sign up and begin organising their party.


ICS communicated, interacted and responded, involving themselves in all facebook activity.

Users were encouraged to share stories and photos of their successful parties.

Communication


Website & registration queries dealt with promptly through facebook.

Users posted their total donations and were encouraged and thanked by the Irish Cancer Society team

Communication


Microsite

Redesigned look and feel / improved user experience.

Increased and streamlined functionality that enabled fast and easy user registration.


Microsite

A friendly and intuitive method of organising your party, sending and managing invitations.Including the ability to update and edit your profile and party details.

Facebook connectivity Comprehensive list of party ideas and suggested themes.


Microsite

Incentivise party organisers through a variety of competitions to participate in as well as providing a selection of retail vouchers.

A comprehensive list of fundraising tips plus downloadable posters for all users.


0

175.00

350.00

525.00

700.00

Registered Users Registered Parties

20092010

53% Increase

138% Increase

Registration Results (as of 19th November 2010)


€0

€25,000

€50,000

€75,000

€100,000

Total Donations

20092010

675% Increase

Registration Results (as of 19th November 2010)


Microsite Results (as of 19th November 2010)

2009 results 2010 results2010 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%)


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


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.

InsightThe 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.

REGISTRATION RESULTS


• Began with a similar registration process to 2009.

• The registration process functioned correctly from a technical point of view we noticed immediately that there were issues with the process, brought to light by users on the facebook page.

• We were able to review and give feedback to users guiding them through the process or helping them when they were stuck whilst refining and improving the user experience of the registration process.

• This resulted in a low drop off rate from the registration process

• The facebook page began as an aid to users and transformed into a source for news, competitions and community growth as the campaign continued.

LEARNINGS FROM THE REGISTRATION PROCESS


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.

get the girls 'round review

Documents

girls round case study

girls round campaign

girls night

facebook users

case studyabout

fundraising campaign

irish users

campaign details