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UCLA’s Jonsson Comprehensive Cancer Center (JCCC) is internationally renowned for innovative cancer research and is ranked among the top 12 cancer centers nationwide by U.S. News & World Report, a ranking it has held for 10 consecutive years.
Situation:
JCCC wanted to maximize the results of a very generous matching gift challenge begun by its board chair and augmented by other board members. The first $50,000 would be doubled thanks to this generous matching gift challenge.
Challenge:
JCCC raised approximately $28,000 online last March – June and sought to raise $100,000 online in the same time period this year. The only gifts that were eligible for the match were those raised online, which included what came in through the JCCC's online donation page as well as via mobile and an online auction.
Objectives:
- Raise a total of $50,000 from online gifts to secure the match of another $50,000 by JCCC's board members - for a total of $100,000.
- Expand JCCC's capacity to raise funds online and through newly popular mobile
communication channels.
The Campaign:
While email to JCCC's house list (with a custom template) was a workhorse of the campaign, the new items included:
Facebook: Amergent designed and created a custom tab on their Facebook page which hosted a video, a fundraising thermometer widget which was updated weekly with new gift amounts, and buttons supporting the mobile campaign, the organization’s signature event, and various Facebook involvement buttons. We doubled JCCC's fan base by posting content that invited friends to share it.
 Twitter: Just a couple of messages per week that encouraged visits to the Facebook page or the web site.
Website: Custom pages hosting the main video, some key responses from donors and Facebook friends, the same fundraising thermometer widget, and links to the special event page.
Custom email thank-you messages for gifts, which encouraged spreading the word.
Mobile: It’s taking months these days for approval for a traditional $10 “click to give” campaign, but we set them up with the ability to create text message groups and even “text to donate” gift messages that are completed via a phone call and credit card.
Online Auction: A few items that were donated for the auction at the special event were available for online bidding, which raised another $4,950 for the cause.
Results:
JCCC easily raised the $50,000 to secure the matching funds, so their board members increased the amount they would match to $100,000. Due to the campaign's overwhelming success, the board once again increased the match to $135,000.
By combining online social networking, email, special events, and a challenge grant, JCCC went from raising $28,000 last year to raising $270,000 - including matching funds - this year.
What were the secrets to success?
- Paying attention to the available analytics, especially on Facebook.
- Coordinating all the elements regularly so staff resources were never overwhelmed.
- Sharing graphics and content between all channels: the web site, Facebook, emails, Twitter.
- Responding to every message from a subscriber or friend.
To find out how we can help you, contact us via email or call us at 978-278-1989.
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