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How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case Study
The document outlines a case study on the Houston Grand Opera's successful #GivingTuesday campaign, utilizing Kimbia's crowdfunding platform to achieve significant fundraising results. Key highlights include a 17.5% increase over their fundraising goal, a higher than average conversion rate, and the effectiveness of leveraging both online and offline channels for donations. Strategies emphasized planning, creativity, collaboration, and strong engagement through email and social media.
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How to Maximize Your #GivingTuesday Results: A Houston Grand Opera Case Study
- 1. How to MaximizeYour Results: A Houston Grand Opera Case Study 1 #KimbiaWebinars @HouGrandOpera @KimbiaInc
- 2. Confidential document: KimbiaInc. 2015 Miriam Kagan Senior Fundraising Principal 2 Emily Schreiber Development Officer www.houstongrandopera.org Asha Curran Director, Center for Innovation & Social Impact @KimbiaInc @MiriamKagan #KimbiaWebinars @HouGrandOpera @HGOperaCat #AllInForHGO @radiofreeasha #GivingTuesday
- 3. Confidential document: KimbiaInc. 2015 Agenda 3 Intro + About Kimbia & Houston Grand Opera #GivingTuesday Background and Stats All In For HGO Case Study Questions Next Steps / Offer #KimbiaWebinars @HouGrandOpera @KimbiaInc
- 4. Confidential document: KimbiaInc. 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
- 5. Confidential document: KimbiaInc. 2015 Kimbia provides an all-in-one solution for… Online Fundraising Event Registration Peer-to-Peer, Team & DIY Fundraising Giving Days / Crowdfunding Custom Forms
- 6. Confidential document: KimbiaInc. 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
- 7. Confidential document: KimbiaInc. 2015 About
- 8. Confidential document: KimbiaInc. 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
- 9. Confidential document: KimbiaInc. 2015
- 10. Confidential document: KimbiaInc. 2015 180% Year-over- year growth on social media 15.4 Billion Impressions in social and print media
- 11. Confidential document: KimbiaInc. 2015
- 12. Confidential document: KimbiaInc. 2015
- 13. Confidential document: KimbiaInc. 2015
- 14. Confidential document: KimbiaInc. 2015
- 15. Confidential document: KimbiaInc. 2015
- 16. Confidential document: KimbiaInc. 2015
- 17. Confidential document: KimbiaInc. 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.
- 18. Confidential document: KimbiaInc. 2015
- 19. Confidential document: KimbiaInc. 2015 19
- 20. Confidential document: KimbiaInc. 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?
- 21. Confidential document: KimbiaInc. 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?
- 22. Confidential document: KimbiaInc. 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
- 23. Confidential document: KimbiaInc. 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?
- 24. Confidential document: KimbiaInc. 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
- 25. Confidential document: KimbiaInc. 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
- 26. Confidential document: KimbiaInc. 2015 Houston Grand Opera Key Results: Social
- 27. Confidential document: KimbiaInc. 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
- 28. Confidential document: KimbiaInc. 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
- 29. Confidential document: KimbiaInc. 2015 Revenue & Channel Breakdown 69% 7% 23% % of Revenue Online Only Email Facebook Direct/Other 61% 9% 30% % of Gifts Online Only Email Facebook 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
- 30. Confidential document: KimbiaInc. 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
- 31. Confidential document: KimbiaInc. 2015 Houston Grand Opera Key Results: Social
- 32. Confidential document: KimbiaInc. 2015 Houston Grand Opera Key Results: Social
- 33. Confidential document: KimbiaInc. 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
- 34. Confidential document: KimbiaInc. 2015
- 35. Confidential document: KimbiaInc. 2015 Questions? 35 #KimbiaWebinars @HouGrandOpera @KimbiaInc
- 36. Confidential document: KimbiaInc. 2015 Next Steps: 36 Please join us for our next webinars: • Ready. Set. Go! Launch Your #GivingTuesday Campaign Today #KimbiaWebinars @HouGrandOpera @KimbiaInc
- 37. Confidential document: KimbiaInc. 2015 Special Offer 37 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 [email protected] *Offer does not include Kimbia services engagement or complete platform functionality – contact us to learn more about your options.
- 38. Confidential document: KimbiaInc. 2015 www.kimbia.com# www.houstongrandopera.com# # [email protected]# @miriamkagan# 38 Contact Information #KimbiaWebinars @HouGrandOpera @KimbiaInc
Editor's Notes
- #8 just celebrated 60th anniversary season
- #24 “We understood early on how critical it was to not only choose the best technology solution, but to also ensure we had the proper guidance, especially since this was our first event,” said Schreiber. “Through our research, it was clear that Kimbia was the industry expert on crowdfunding, and they lived up to their reputation by providing the strategic recommendations based on established proven practices we needed to succeed.”
- #27 To help maximize event results, HGO decided to host their inaugural event as a part of #GivingTuesday. Piggybacking on an established event like #GivingTuesday enabled them to take advantage of the movement’s widespread visibility, promote a sense of urgency, spread awareness and lower both the work load and cost of promotion. Kimbia and Social Factor developed the campaign strategy using proven best practices Kimbia designed and executed the content for HGO’s #GivingTuesday site, as well as pre and post-event emails. Average gift source: 2014 Mobile Cause Crowdfunding for Nonprofits report (www.mobilecause.com/crowdfunding-for-nonprofits)
- #28 To help maximize event results, HGO decided to host their inaugural event as a part of #GivingTuesday. Piggybacking on an established event like #GivingTuesday enabled them to take advantage of the movement’s widespread visibility, promote a sense of urgency, spread awareness and lower both the work load and cost of promotion. Kimbia and Social Factor developed the campaign strategy using proven best practices Kimbia designed and executed the content for HGO’s #GivingTuesday site, as well as pre and post-event emails. Average gift source: 2014 Mobile Cause Crowdfunding for Nonprofits report (www.mobilecause.com/crowdfunding-for-nonprofits)
- #29 43% of our audience access the site via a mobile-enable device, indicating the importance of a mobile-enable site, the digital-savvy of the audience we were able to reach, and the overall role of mobile in engaging today’s audiences. Of the online channels, email generated the most revenue as a % of the total, but also the highest value donations. This is not surprising, as the email audience included known donors with a higher giving propensity than non-donors and a general audience. Not surprisingly, Social channels (primarily Facebook), had the lowest average gift, but at over $250, this is still significantly above what most organizations receive via social channels and a valuable contribution to overall revenue (nearly 7%).
- #30 Of the online channels, email generated the most revenue as a % of the total, but also the highest value donations. This is not surprising, as the email audience included known donors with a higher giving propensity than non-donors and a general audience. Not surprisingly, Social channels (primarily Facebook), had the lowest average gift, but at over $250, this is still significantly above what most organizations receive via social channels and a valuable contribution to overall revenue (nearly 7%). Kimbia and Social Factor developed the campaign strategy using proven best practices Kimbia designed and executed the content for HGO’s #GivingTuesday site, as well as pre and post-event emails. Average gift source: 2014 Mobile Cause Crowdfunding for Nonprofits report (www.mobilecause.com/crowdfunding-for-nonprofits)
- #31 Donors, with their higher average gift, comprised 56% of the email-driven revenue, but only 42% of the gifts (this is not surprisingly given relatively smaller file size.
- #33 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
- #38 This year, we are rolling out a new Starter Kit designed to help those of you new to crowdfunding get ready for this year’s event. If you are interested in learning more you can email Kelly and she can get your information to the appropriate sales person. Why talk to sales? While these packages are ideal to get you started, they do offer only a set of features available in the platform and do not include a services engagement that can help you manage your campaign and drive even more success through our best practices. It is best to have a quick discussion with your rep so that we can understand your goals and help you identify the best way to get there.