Activating Supporters Through Corporate Giving

Paid Media
Social Media

Corporate Giving Campaigns Aim to Activate Supporters

Overview

Media Cause and Futures Without Violence have been collaborating to drive corporate giving campaigns that are geared to activate supporters. One of the main focus points is the annual Macy’s Thank-A-Mom fundraising campaign. The campaign centers on Mother’s Day and invites both shoppers and supporters to thank their mothers with a digital card. The card is generated by a custom application on Macy’s Facebook page and then shareable via Facebook or email. As an official Macy’s partner, Futures collect $2 for every card sent where the user marks Futures as the beneficiary. In the yearly, three week-long Thank-A-Mom fundraising campaign, we leverage social media, search and email marketing to:

Client

Issue Area

Research, Public Policy + Democracy

The Outcome

In total, we were able to raise $98,294 in collaboration with Futures Without Violence during our most recent Macy's Thank-A-Mom Campaign and increased traffic to the promotion by 12.5% from the previous year.

$98,294

Raised

67%

Lift in Year-Over-Year Engagement

1,576,087

Impressions

Media Cause goes above and beyond to ensure that we're putting out content that resonates with our audience. This dedicated, data-driven approach works.

Lauren Brisbo,

Communications and Digital Media Manager, Futures Without Violence

Captivating Words & Images

Implementation

Corporate sponsorships and contests are great ways for nonprofits to participate in online fundraising without asking supporters directly for money. Organizations engage supporters to take specific actions, and brands make a donation to a good cause – win win!

Across the campaign, we leveraged custom images to effectively promote the campaign and reach the highest engagement levels possible. Visuals and messaging across platforms centered around key targets via age, gender, demographics and specified interests.

email and social ad from futures without violence campaign

Multi-Touchpoint Campaign

Implementation

In planning for the Thank-A-Mom fundraising campaign, our focus was on developing a content strategy that would encourage user participation and effectively drive Futures’ supporters from their digital media platforms to Macy’s Facebook application.

We concentrated on four key areas:

Organic social media
Paid social media
Email
Google Ad Grants

Track Everything

Implementation

A key component of this fundraising campaign was to reach new users. As a result we centered ongoing campaign optimizations around ROI.

This optimization was enabled by solid data tracking. With the conversion occurring on a third-party application, we had to overcome the limited available conversion data. Using a combination of Facebook advertising and organic data, Google UTM conventions, Bitly URLs, website analytics and ESP analytics, we were able to track efforts to mobilized both our earned and newly acquired audiences.

Engagement drives donations.

The 2014 fundraising campaign hit the ground running early, with 57,596 cards sent in the first 24 hours. Paid media efforts and an external email blast were launched as the contest kicked off. With 151,238 cards sent early on, it became apparent that the goal would be reached much faster than anticipated. Ramping up paid media efforts for final push and a big showing in the final hours made Futures the second most-contributed-to organization.

In total, we were able to raise $98,294 in collaboration with Futures Without Violence during our most recent Macy’s Thank-A-Mom Campaign and increased traffic to the promotion by 12.5% from the previous year.