HomeCoinsAidCoin (AID)Right here’s how we helped a charity to outlive the pandemic and...

Right here’s how we helped a charity to outlive the pandemic and double its donor neighborhood in Three weeks | by AidCoin | AIDCOIN | Jul, 2020

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AidCoin

Recently, one in every of our campaigns has grow to be an enormous success with nearly 100,000 donors concerned on-line

How are charities surviving the lockdown and why are they hit the toughest lately?

Through the COVID instances, most organizations are compelled to endure a digital transformation —and non-profits aren’t any completely different. The one distinctive level is that earlier than the pandemic, solely a minority of charities had been working on-line or not less than realized the necessity of doing so — not like the for-profit world that already had substantial experience within the subject.

On this new actuality, many charities are struggling to gather donations by way of the offline channels (gala occasions, nose to nose desks, fundraising marathons and so forth). That’s why in our newest marketing campaign we determined to barely deviate from our core crypto-related enterprise and assist charities address the present circumstances — right here’s how.

An instance of a typical fundraising desk

Meet Saint Anthony of Padua — the charity with which we launched our largest growth-hacking fundraising marketing campaign to this point

Earlier than the pandemic, we had been in talks about crypto fundraising with one of many largest non secular non-profits of the world — Saint Anthony of Padua — and when the present scenario COVID disaster started, {our relationships} took an attention-grabbing twist.

Saint Anthony is affected by the identical points that we listed above however there’s one thing particular about how they elevate funds. Sure, they’re additionally used to speaking with their neighborhood offline but what’s essential is {that a} massive chunk of their annual fundraising finances comes from a single occasion that they maintain yearly.

Yearly, 13th of June, Padua is visited by dozens of hundreds of pilgrims from all around the world who come to pay a go to to the Saint. Following the occasion, quite a lot of pilgrims select to assist the charity and make a donation. However this yr, as a result of pandemic and the restriction of huge public gatherings in Italy, the charity needed to restrict the visits and probably cancel the pilgrimage. This might have left them with out one in every of their main sources of donations and put their resilience in danger.

Saint Antonio church’s pilgrimage in Padua earlier than covid

Luckily, we determined to companion as much as clear up this drawback collectively and in the long run, we not solely helped Saint Anthony to repair this specific fundraising situation however even upgraded their general on-line actions and broadened their donor base.

Right here’s how we turned an enormous offline pilgrimage right into a digital occasion with nearly 100,000 attendees

When the monks of Saint Anthony communicated to us the actual situation they had been dealing with, we solely had three weeks earlier than the occasion. But we determined to work on this uncommon fundraising marketing campaign collectively by launching a advertising marketing campaign and arranging a digital occasion as a substitute of the bodily one. The aim was to draw sufficient donors to maintain the charity afloat and grant the pilgrims their yearly expertise which is particularly wanted on this turbulent time frame.

After a short research, we realized the most effective alternative was to leverage the big Christian neighborhood on social media — one thing the charity had by no means finished earlier than. We pitched our technique to the monks and obtained the inexperienced lights to launch the advertising marketing campaign on behalf of Saint Anthony of Padua.

1) Ramping up the exercise on the present social media web page:
The primary exercise deliberate was to enhance the digital positioning of the charity on Fb and improve the variety of individuals following the official web page. By targetted advertisements and steady communications (DEM, retargeting banners and so forth) their present 32,000 followers — a quantity that had been unchanged for greater than a yr — changed into 70,000, greater than doubling because of our 3-week exercise.

23.315 new likes in a single week
Fanpage followers base surge because of our 3-week exercise

Right here is among the most profitable examples of the advertisements we run to accumulate new likes and followers on Saint Anthony’s Fb web page:

Fb advertisements selling likes

2) Launching and selling a brand new web site for the digital fundraising dedicated to the pilgrimage:
Contemplating the primary aim was to launch a profitable fundraising marketing campaign for the pilgrimage day, we didn’t solely give attention to their present social media web page. We arrange a brand new touchdown web page particularly for the day of the pilgrimage referred to as www.13giugno.org, the place we managed to draw 91,000 guests with a peak of over 36,000 concurrent views on the one day of June 13th.

Google analytics information showcasing the height of attendance on the day of the pilgrimage, June 13th
Social media web page was the primary driver of site visitors for the brand new pilgrimage web site

3) Development hacking by way of particular digital advertising strategies:
Initially, what’s progress hacking? It began inside the startup scene of Silicon Valley, however these days it has grown right into a progress method that additionally applies to massive, established corporations. For these startups, progress hacking was their option to beat the established order — the massive corporates. That they had fewer assets and finances to work the identical approach as their massive rivals and subsequently they needed to discover alternative routes to market their merchandise. Therefore the phrase ‘hacking’ is used as a metaphor to develop in a special, cheaper, and/or sooner approach.

The identical logic applies to our case: our small finances helped us elevate greater than 600% of its measurement in donations. An essential a part of this success was an intensive and exhausting A/B technique on each single advert we delivered. This technique helps to search out the most effective mixture of texts and footage used within the advert as a way to the advert’s effectivity in attracting individuals (or site visitors, because it’s often referred to as).

Right here’s an instance: altering the image of this advert has decreased the price of site visitors acquisition by 0.12€ which had an awesome affect on our finances optimization.

4) Pondering out of the field: recreating the pilgrimage expertise on-line to reinforce individuals’s motivation to donate:

To start with, our makes an attempt to gather numerous donations weren’t so profitable. We solely raised just a few thousand euro and there was no signal of that sum skyrocketing any time quickly. So we understood we needed to be extra inventive and determined to attempt to recreate the pilgrimage expertise on-line.

Inside this initiative, we gave the devotees a chance to gentle up a candle on-line — identical to it occurs when they’re in the actual church throughout the actual pilgrimage — or to purchase a personalised iPhone wallpaper with the enduring picture of the Saint.

Instance of FB advertisements

Consequently, donations spiked and in a single day of the marketing campaign nearly 500 individuals made donations— see the numbers under:

Summing up, our efforts helped Saint Anthony to not solely grow to be far more environment friendly in digital fundraising but additionally to prepare an awesome digital pilgrimage that obtained visited by hundreds of individuals on-line and coated by prime Italian media. No want to say that seeing such a tremendous consequence has urged Saint Anthony charity to supply us to proceed working collectively.

What does this marketing campaign train us and why can we think about shifting on this growth-hacking path sooner or later?

The charity sector isn’t digitalized in any respect and this case clearly reveals how tough it’s for non-profits to modify to on-line — to not point out adopting crypto and blockchain.

However however, it additionally reveals what outcomes can charities obtain in the event that they solely attempt to undertake the up to date digital practices — for instance, by adhering to the assistance of consultants who’re expert within the digital fundraising, identical to we’re at AidCoin.

Subsequently, after this profitable use case, we determined to fill the gaps in charities’ experience and assist them grow to be extra tech savy to maximise their fundraising actions — be it in crypto or in fiat. In spite of everything, with this strategy, we’ll not solely have plenty of new companions however will even pace up the adoption of the core AidCoin merchandise.



Learn the unique article right here

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