Rady Children's Hospital Fundraising Proposal

Online
Fundraising
Proposal

Presented
by

LEAD
355S
Nonprofit
Seminar
in
Fundraising

University
of
San
Diego

December
15,
2015

2

Table
of
Contents

Introduction……………………………………………………………………………..………....3

Utilizing
Social
Media.………………………………………………………………..……4-‐11

What
is
a
Good
Post

…………………………………………………………………..4

Connecting
through
Personal
Stories…………………………………..………5

Making
Your
Posts
Seen..…………………………………………………...……6-‐8

Tumblr………………………………………………………………………………..……….9

Twitter

……………………………………………………………………………..……..10

Bringing
the
Platforms
Together……………………………………….….10-‐11

Virtual
Balloon
Campaign…………………………………………………………..….12-‐15

Mother’s
Day…………………………………………………………………………….….16-‐18

The
Idea…………………………………………………………………………………….16

Viability
&
Objectives
……………………………………………………………..…17

Success,
Value,
Timeline,
Methodology,
Next
Steps…………………..18

3

Introduction

This
report
was
created
to
help
Rady
Children’s
Hospital
improve
upon
its
online

fundraising
platform.
In
order
to
do
this,
the
key
areas
have
been
identified
as
improved

utilization
of
Facebook
and
other
social
media,
the
creation
of
a
Virtual
Balloon
campaign,
and

the
development
of
a
fun
social
media
Jib-‐Jab
(dancing
video)
project
involving
Mother’s
Day

and
the
Miracle
Month
of
May.
We
feel
that
the
enhancement
of
these
areas
will
help
the

hospital
achieve
its
fundraising
goal.
It
is
our
hope
that
in
identifying
these
areas
and
providing

suggestions
on
them,
Rady
can
use
the
information
to
better
generate
online
donations
and

ultimately
help
children
and
families
at
the
hospital.

4

Utilizing
Social
Media

In
today’s
world,
social
media
can
serve
as
a
powerful
tool
for
nonprofits
to
spread

awareness
and
gain
support
for
their
causes.
While
we
recognize
that
Rady
Children’s
Hospital

already
has
a
presence
on
social
media,
we
believe
that
this
presence
can
be
improved
upon
to

help
raise
more
online
funding.
The
suggestions
listed
below
focus
on
how
to
improve
both
the

content
and
timing
of
posts.
In
addition,
data
has
been
collected
from
other
children’s

hospitals’
online
campaigns
to
help
make
suggestions
specific
to
Rady.

Facebook
Fun:
What
is
a
good
post?

There
are
many
elements
that
make
up
a
good
post,
but
the
most
important
thing
is
to

connect
with
the
audience
enough
so
that
looking
at
the
post
will
prompt
them
to
visit
your

website
and
make
a
donation.
As
the
manager
of
the
Facebook
page
it
is
your
job
to
design

posts
to
make
this
process
as
easy
as
possible.
As
seen
in
the
PowerPoint
slide
below,
we
detail

what
type
of
topics
to
post
about
and
what
to
include
in
them.
There
are
three
topics
that
we

feel
will
be
the
most
relevant
and
effective
for
Rady
to
use
that
will
capture
followers
and
make

them
pay
attention
to
what
you
post:
personal
stories,
current
events
and
holidays,
and
donor

and
partner
relations.
On
the
left
hand
side
of
the
slide,
there
is
an
example
from
another

charity’s
Facebook
page
showing
a
great
example
of
proper
content
and
layout
of
a
post.
On

the
right
hand
side
we
created
a
possible
post
for
Rady’s
Facebook
page.
These
posts
mirror

either
another
example
or
one
of
Rady’s
previous
posts
in
order
to
highlight
it
and
exhibit
the

types
of
posts
that
should
be
used
again
in
the
future.
See
below
for
an
example:

5

After
the
examples
of
the
different
posts,
we
created
a
short
guide
called
“General
Tips

and
Tricks”
to
help
create
future
posts.
The
most
important
point
is
to
always
include
a
photo

that
relates
to
your
post,
ideally
showing
the
kids
or
the
people
that
helped
support
them
in

action!
In
addition,
try
to
get
clearer
pictures
that
look
more
professional,
like
the
examples

used
from
the
other
posts
we
used.
Also
remember
to
link
any
stories
that
you
post
about
back

to
your
website
so
that
people
can
easily
access
more
information.
A
link
to
the
donation
page

should
be
present
and
all
donors,
sponsors,
companies,
other
parties
involved
in
your
post

should
be
tagged
to
create
a
wider
audience
and
more
views!

Hopefully
with
these
examples
and
tricks
your
Facebook
posts
will
be
easier
to
create

and
will
be
captivating,
heartwarming,
and
fun.
Through
this,
followers
will
become
more

involved,
donate,
and
share
about
what
Rady
is
currently
working
on.

6

Making
Your
Posts
Seen:

Once
you
have
good
content
to
drawn
in
potential
volunteers,
donors,
and
advocates,

you
want
to
reach
as
many
viewers
as
possible!
We
have
also
researched
ways
to
increase
your

presence
on
social
media.

The
first
way
of
doing
this
is
through
advertisements,
which,
although
useful,
are
not

always
as
cost-‐effective
as
other
methods.
We
are
aware
that
your
past
Facebook

advertisements
have
not
been
successful
so
we
suggest
using
other
Facebook
tools.
The
first

alternative
is
boosting
Rady’s
posts,
which

is
often
more
cost
effective
than
ads.
By

boosting
posts
for
as
low
as
$5,
the
post

will
show
up
higher
on
peoples’
newsfeeds
and
will
get
more
acknowledgements
than
an

advertisement
would.
Boosted
posts
have
been
successful
for
other
nonprofits
and
are
very

easy
to
set
up.
Below
are
the
steps
for
boosting
a
post
as
the
administrator
so
that
you
can

logistically
know
how
to
use
this
feature.
We
recommend
boosting
only
posts
about
events
or

very
important
or
rare
stories
that
would
draw
in
more
donors.

7

We
also
recommend
utilizing
Facebook’s
Page
Insights
tool.
This
can
be
accessed
at

www.facebook.com/business/learn
and
is
an
effective
way
to
see
more
than
the
number
of

likes
and
comments
a
particular
post
received.
Through
this
tool,
a
more
useful
count
of
the

number
of
people
reached
is
provided.
It
also
provides
detailed
charts
and
information
to
help

you
analyze
which
of
your
posts
were
most
successful.
This
type
of
information
helps
to
make

the
most
informed
decisions
about
future
posting.

8

In
the
same
vein
as
Insights,
Ad
Manager
can
also
measure
the
success
of
any

advertising
you
may
do
through
Facebook.
The
Ad
Manager
tool
can
be
accessed
by
clicking
the

arrow
in
the
top
right
corner
of
your
profile
and
selecting
“Manage
Ads.”
This
tool
shows
the

type
of
ad
you
are
running,
the
amount
you
have
spent
on
various
ads,
and
a
schedule
that
can

be
adjusted
for
how
and
when
your
post
are
run.
This
tool
also
gives
suggestions
on
how
to
fine

tune
your
ad
based
on
its
performance
and
can
help
even
the
most
novice
of
social
media

posters
become
effective
marketers.

Tumblr:

In
doing
our
research,
we
noticed
that
Rady’s
Facebook,
Twitter,
and
Instagram

9

accounts
are
very
active.
The
Tumblr
account
did
not
seen
to
be
as
active
though.
As
a
result,

we
would
like
to
provide
a
cursory
overview
to
Tumblr,
another
social
media
site
to
be
utilized.

Tumblr
is
a
blogging
network
that
allows
users
to
share
stories
through
pictures,
text,
videos,

audio,
and
so
forth.
This
platform
seemed
particularly
well
suited
for
Rady,
as
we
have
found

that
bloggers
have
mentioned
about
Rady
Children’s
Hospital
on
the
site.
Because
of
this,
we

see
Tumblr
as
a
great
way
to
share
stories
about
Rady’s
events
and
network
with
those

interested
in
helping
the
hospital.

Twitter:

10

Along
with
Facebook
and
Tumblr,
Twitter
is
also
a
popular
social
media
platforms
that

influences
the
audience’s
behavior.
We
noticed
that
on
your
Twitter
page,
there
are
a
lot
of

pictures
of
Charger’s
football
players,
the
SD
Sheriff
Department,
and
so
forth.
It
is
a
wonderful

thing
to
post
these
kinds
of
stories
because
it
brings
awareness
to
the
fact
that
our
authorities

and
celebrities
are
doing
amazing
things
to
serve
the
children.
There
is
a
theory
called
“social

learning”
and
within
this
theory,
people
learn
from
people
holding
these
kinds
of
positions.
As
a

result,
people
are
more
inclined
to
do
something
when
they
see
their
counterparts
engaging
in

activities
like
this.
Continuously
sharing
these
stories
will
definitely
boost
awareness
and

increase
the
chances
of
getting
donations.

Bringing
the
Platforms
Together:

Of
all
the
platforms
used
by
Rady
Children’s
Hospital,
it
seems
that
Instagram
best

reflects
the
work
done
at
the
hospital.
However,
we
noticed
that
Facebook,
Twitter,
and

Instagram
have
different
content.
Although
it
is
good
that
different
information
is
being

provided,
not
everyone
has
an
account
with
each
site,
meaning
people
could
potentially
be

missing
out
on
important
information.
As
a
result,
we
suggest
finding
a
way
to
connect
the

different
platforms
so
that
the
same
information
can
be
distributed
to
everyone
and
the

maximum
number
of
people
are
reached.

As
discussed
in
the
presentation,
there
are
a
few
ways
to
go
about
this.
Starting
off
with

Twitter,
your
tweet
can
show
you
how
many
people
have
interacted
with
or
viewed
it.
It
is

possible
to
share
the
tweet
to
other
platforms
by
promoting
it.
We
could
not
find
a
way
to

connect
it
to
Instagram,
but
you
could
still
share
the
tweet
from
Twitter
onto
Tumblr
and

11

Facebook.
Next
up
is
Instagram.
Once
you’ve
chosen
the
picture
you
want
to
upload,
you
may

choose
to
connect
it
with
Tumblr,
Twitter,
and
Facebook.
For
Tumblr,
once
you
have
chosen
the

content
you
are
going
to
upload,
then
you
can
choose
to
share
the
story
through
Facebook
and

Twitter.
Unfortunately,
Tumblr
doesn’t
have
the
option
to
share
with
Instagram.

To
help
solve
the
issue
of
not
being
able
to
readily
connect
certain
platforms,
namely

Instagram
with
Tumblr
and
Twitter,
we
thought
of
a
few
alternatives.
First
up
is
the
idea
of

having
a
link
to
each
platform
on
the
other
platforms
(tweeting
out
your
Instagram
handle
for

example),
so
people
can
engage
with
you
through
outlets
they
might
not
have
known
about.

Another
option
is
to
add
Tumblr
to
the
hospital’s
page.
The
website
currently
has
links
to

Facebook,
Instagram,
and
Twitter.
Creating
a
Tumblr
account
and
adding
it
to
the
webpage

could
further
connect
your
platforms
and
get
your
message
out.

12

Virtual
Balloon
Project

As
a
way
to
increase
donations
online,
we
are
proposing
a
new
Virtual
Balloon
campaign
for
the

Rady
Children’s
Hospital
website.
The
idea
expands
the
current
in-‐store
balloon
donations
by

adding
the
option
to
donate
a
balloon
online
during
the
month
of
May.
The
basic
premise
is

that
individuals
will
be
able
to
go
online
and
donate
money,
and
when
they
do
so
they
can

receive
a
balloon
similar
to
the
ones
they
receive
in
stores.
However,
they
will
be
able
to

customize
the
balloon
and
post
it
on
their
social
media
or
print
it
off
as
well.
In
addition,
there

will
be
a
donation
tracker
that
will
resemble
the
house
in
the
movie,
“Up!,”
in
which
they
can

add
their
custom
balloon
to
the
other
balloons
to
help
lift
up
the
hospital.

Steps to Creating a Virtual Balloon on the Rady Children’s Hospital Website:
1) Since the Virtual Balloon campaign will focus only on the month of May, there will be an
option on the website to sign up to be notified when the virtual balloon launch will begin.

13

2)
In
May
users
either
receive
the
email
or
click
the
website
link,
to
begin
the
process
below.
3) After clicking on the, “Design a Balloon” link, they will be directed to customize the balloon.
This is where you actually design the balloon by adding features like faces and messages.

14

4) Once the balloon is finished and the donation is made, there will be a thank you page and a
prompt that will let you print off the balloon or post it on social media.

15

5) When posting to social media, donators will be given the option of having a ready-made post,
or the option to create their own explaining why they donated. They will also have the option of
making the balloon their profile picture. Using this idea, Rady Children’s Hospital could host a
contest where they randomly select from those who donated and check their Facebook to see if
they have a balloon as their profile picture. If they do, they would win a prize.
6) The final step is allowing them to track the progress of the virtual balloon campaign through a
fun and interactive visual that takes the house theme from the movie, “Up!,” and applies it to
raising the hospital above local San Diego landmarks.

16

Mother’s
Day

For
Rady’s
Miracle
Month
of
May,
we
would
like
to
focus
a
fundraising
campaign
on

Mother’s
Day.
We
want
to
give
people
the
opportunity
to
give
their
mothers
a
meaningful
gift

on
Mother’s
Day
in
honor
of
all
the
mothers
that
will
spend
their
day
in
the
hospital,
or
who

have
lost
a
child.
We
propose
launching
a
social
media
campaign
that
gets
people
involved.
This

social
media
campaign
will
allow
people
to
give
donations,
receive
a
personalized
video
in

return,
and
spread
the
campaign
with
friends
and
family.
The
campaign’s
design
is
innovative

and
can
be
tailored
year
after
year,
or
season
to
season,
to
remain
creative
and
eye-‐catching.
It

can
also
use
some
of
the
suggestions
given
above
about
social
media.

The
idea:

Our
idea
is
a
supplement
to
Rady’s
current,
tear-‐jerking
video
for
Mother’s
Day.
We
want
to

focus
on
thanking
the
mothers,
not
just
those
that
spend
their
day
in
the
hospital,
but
also

those
that
are
able
to
spend
the
day
celebrating
themselves
outside
the
hospital.
We
want
to

link
the
virtual
balloon
campaign
to
social
media
for
a
more
attention-‐grabbing
fundraising

campaign.
When
a
donor
comes
to
Rady
during
this
campaign,
they
will
donate,
then
be

forwarded
to
a
Jib-‐Jab-‐esque
video
website
where
they
will
insert
a
photo
of
themselves,
their

mother,
and
potentially
a
friend
or
family
member
(See
example
below).
The
website
will

generate
a
video
that
the
donor
will
then
be
prompted
to
link
to
their
Facebook
and
email
and

tag
their
mother,
family,
and
friends.

17

Viability:

This
idea
is
viable.
Faceinhole.com
and
jibjab.com
show
us
that
the
technology
is
out
there
and

is
relatively
easy
to
figure
out.
Are
there
current
hospital
volunteers
with
computer
skills?
Could

you
utilize
USD’s
Computer
Science
programmers
or
Web
designers?
It
might
cost
money,
but
it

is
doable
with
technology
and
social
media.
If
these
options
are
not
viable,
Rady
can
hire
a
web

designer
to
design
the
videos
and
web
pages.
These
designers
are
typically
paid
per
web
page

and
then
per
minute
of
animation.

Objectives:

1. Create
a
popular,
interactive
social
media
campaign
that
gets
people
to
spread
the

message
and
donate/encourage
others
to
donate.

2. Utilize
May
and
Mother’s
Day
as
a
opportune
time
for
mothers
and
families
to
donate
in

the
name
of
motherhood/mothers
of
sick
children

3. Create
a
creative
model
of
social
media
campaigning
that
can
be
redesigned
each
year.

18

Measuring
Success:

This
campaign’s
success
will
be
measured
by
number
of
participants,
donors,
and
social
media

shares.
In
the
end,
success
can
be
measured
by
the
amount
of
money
donated
during
the

Miracle
Month
of
May,
as
compared
to
past
years
and
average
increases
in
funding
when
the

program
was
not
used.

Value
to
Client:

We
have
four
people
working
on
this
project
and
have
collectively
spent
an
estimated
31
hours

on
this
project.
This
equates
to
$715.17
($23.07/hour
Latest
Estimated
Value
of
Volunteer
Time

-‐
Independent
Sector)
of
volunteer
hours.

Timeline:

January
–
Get
initial
funding
and
find
web
designers

March
–
Create
website
and
JibJab
software.

April
-‐
May
1
–
Launch
campaign

Methodology
and
Options:

Hire
a
web
designer
for
$500
to
create
1-‐2
minutes
of
animation
and
to
create
two
webpages

(one
linking
donor
to
video;
one
linking
video
page
to
social
media
platforms)

Next
steps:

1. Find
web
designers
to
give
ideas
and
samples
for
video
and
web
pages

2. Hire
a
web
designer

3. Marketing
for
the
campaign
through
social
media
promotion

Rady Children's Hospital Fundraising Proposal

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