some 2014 awards submission cafegive social

4/18/2014 2 4/18/2014 2 www.cafegive.com Copyright CafeGive Social 2014

Bank of Ann Arbor is a community bank, offering

personal and commercial banking services to the

residents of the Ann Arbor, Michigan area.

Repeatedly ranked by The Financial Brand as one

of the Top 100 Banks on Social Media, the bank

also has deep ties to its local community. Bank of

Ann Arbor has served over 200 area charities,

local schools, and organizations in the past year

alone.

Bank of Ann Arbor partnered with CafeGive Social to take its wildly

successful 2012 school grants program to the next level, and

crowdsource its charitable giving.


• Funding in MI area for K-12 arts programs repeatedly cut

• Positive response to 2012 campaign: donating $30,000

to local area schools

• Bank of Ann Arbor had record amount of $ to donate to

its community in 2013

• Had previously worked with CafeGive Social on Sweet

15 Charity Drive for 15th Anniversary


Goal:

Use social

media to engage

sizeable fanbase

in directing

charitable giving


Bank of Ann Arbor used CafeGive Social’s Voting App to tap into it’s

22,000+ online community & connect it to on-the-ground component.


Launched fully

branded Voting App for

Bank of Ann Arbor

Created shareable

social media posts to

promote campaign

Provided support &

monitoring

throughout campaign


The bank provided CafeGive Social

with campaign graphics and names of

200 local participating schools.

In less that 2 weeks, the

campaign was launched

Ran for 2 weeks

October 23rd – November 18th


Created share-

worthy posts for

built-in Facebook

& Twitter sharing


Provided on-going support, cross-promotion

messaging, & promotion

• Campaign continuity:

online language mirrored

in-branch signs

• Hosted it on Bank of Ann

Arbor’s website &

Facebook page


Voting was inclusive of all

schools in the area, totaling

over 200. Collecting and adding

all the assets for schools

delayed the launch by one

week, as did integration of the

app into the bank’s website.

App integration & image loading pushed back launch

Solution

CafeGive Social added a search

engine to the application to improve

the user experience. Bank of Ann

Arbor notified all players of the

delay, and used the additional week

to build marketing momentum for

the campaign.


The Voting Application was installed

as a Facebook canvas application.

Voters needed access from all

devices, especially mobile, which is

not supported by Facebook on

canvas apps.

Optimization across devices and browsers

Solution CafeGive Social provided temporary mobile

device-only link, then optimized campaign to

allow for more seamless voting and sharing.

This included helping to monitor bank of Ann

Arbor’s social media feeds, & providing

development assistance after hours.

Bank of Ann Arbor staff took turns monitoring

social media feeds throughout the day to

provide exceptional customer service.


Key performance indicators:

• Votes in campaign

• Increased Facebook likes (beyond organic rate of approx. 2-3%)

• Traffic to app as measured by views


App traffic: Traffic to the voting app was tracked using CafeGive Social’s dashboard. The Client

Bank of Ann Arbor accessed the dashboard on an on-going basis, and CafeGive

social provided insight into metrics as well as recommendations for improvement

(e.g. top performing days and corresponding actions such as emails).

Post-Campaign

Engagement

Campaign results page

had 87% the amount of

views and 193% more

shares as the campaign

page, indicating a high

level of post-campaign

engagement and

interest.


We wrote & designed

a post-campaign

case study to

promote results with

Bank of Ann Arbor

Then we co-led a webinar

with Rhonda Foxworth, VP

of Marketing and at Bank

of Ann Arbor

The Case Study and webinar provided BoAA with materials that the bank

could use to position future charitable giving initiatives and use as collateral

with potential partners.