UCLA Jonsson Cancer Center Foundation – iChallenge

BRONZE: Category: Other Social Media

Expanding a Client’s Following in Social Media
At the same time it was mounting a matching gift challenge begun by its board chair, UCLA’s Jonsson Comprehensive Cancer Center (JCCC) was putting on its annual fundraising event, Taste for a Cure. This event featured signature dishes from Los Angeles restaurants, and donors could purchase tickets on the JCCC website, as well as make donations and participate in an online auction. To test new social networking tools and broaden the number of donors, JCCC decided to promote Taste for a Cure through Twitter and Facebook. They encouraged current friends to invite their friends to join or follow the event through both Facebook and Twitter. They sent updates about the event, announcing the emcee and participating restaurants and providing other information about it. Their Facebook page hosted a video and a regularly updated fundraising thermometer. Various involvement buttons enabled donors to learn more about and support the Taste for a Cure, create a Fan Badge, and sign up for email updates. JCCC tweeted its followers regularly and continued to do so after the Taste for a Cure had taken place, sharing updates and video highlights. As a result, JCCC Facebook followers increased by 140%. Cause followers increased by 73%, and Twitter followers increased by 107%.