Artez Interactive - How to Climb Everest Without Leaving Town, and Raise a Mountain of Cash for Sick...
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How to climb Everest without leaving town, and raise a mountain of cash for sick kids
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The Everest Virtual Challenge is a virtual climb, where teams of 15 people take 10,000 steps a day for two weeks, and collectively cover the 2 million steps it takes to climb the famous peak. Each day they enter steps online and are encouraged to fundraise to help the Royal Children's Hospital Foundation work wonders for sick kids. For the first three years of this campaign, it used a custom built interface that did not fully leverage peer to peer fundraising.In 2010 the campaign was relaunched on a customised Artez platform, integrating the stepping and climbing features into Artez itself, and utilising facebook and iPhone apps to boost fundraising. The campaign finishes on June 4 and already is showing a 65% increase in income over last year. This case study will showcase the creative possibilities of peer to peer fundraising, and opportunities to leverage social and mobile technologies to boost your results.
Transcript of Artez Interactive - How to Climb Everest Without Leaving Town, and Raise a Mountain of Cash for Sick...
How to climb Everest without leaving town, and raise a mountain
of cash for sick kids
Our Presenters
Meredith Campbell
Director, Fundraising & Marketing
Royal Children's Hospital Foundation
Philip King
President & CEO Artez Interactive
Webinar Tips
This webinar is being recorded and will be available on our website shortly
If you have any technical troubles, please use the “chat” feature
We will take all questions at the end. Please use the “raise hand” or “chat” feature to ask a question.
How to (pretty much) climb Everest without leaving town and raise a mountain of cash for sick kids
Background
• Launched 2007 as online corporate teams event
• 2007 – 2009 custom built online interface for registration and entering steps – no peer to peer fundraising pages
• Key issues – ongoing website glitches and problems impacting on retention and participant and donor satisfaction; fundraising return not great
Financial Results
2007 2008 2009
Fundraising income*
$39,215 $53,532 $65,578
*excludes registration fees and sponsorship
2010 Objectives
• Change of CMS meant new online interface was required.
• Wanted to leverage peer to peer fundraising pages – but also needed step counter solution
• Decrease website complaints and increase fundraising income to $70k
2010 Solution
• Everest microsite built in new Joomla CMS
• Artez for peer to peer fundraising, but with custom elements designed by Homemade Digital in the UK to build stepping into existing personal pages, and add social media sparkle
Marketing - Recruitment
• Media launch• TV CSAs• Online advertising –
brisbanetimes.com.au, facebook• Emails to database• Goodlife gyms internal video advertising,
brisbanetimes database
Marketing - Fundraising
• Incentives
• Targeted emails to segments with incentives and time frames to respond
• Focus on the long tail
Results
• Total fundraising $130,000, entire campaign $200,000
• 216 facebook app users, 198 iPhone users
• 1,100 unique visitors to brisbanetimes scoreboard
Learnings
• Test, test, test
• Be flexible and quick on your feet
• Provide a relevant online experience
• Don’t forget to fundraise, and don’t forget the long tail
Contest
Facebook Contest
Like us on Facebookand when we post this week’s book - be the first person to post a comment on our posted link and it’s yours!
We’ll mail it to you wherever you are.
Previous winners were from: North Carolina, Scotland,
Toronto
Thank you
/artezinteractive
@artezonline
“Digital Fundraising Podcast” on iTunes
