Insights to Power Social Good

mGive Case Study: Becoming a Hero by Texting for Heroes

Posted by mGive Team on May 1, 2013 1:47:00 PM

    

 Becoming a Hero by Texting for HeroesThe Organization Active Heroes provides financial and emotional support to veterans, active duty military and their families through community projects, challenges and fundraisers.

The Highlights

  • Active Heroes executed an mGive mobile donation campaign during the inaugural #GivingTuesday
  • Active Heroes raised $2,510 in $10 donations from one day of calls-to-action activity
  • Active Heroes activated their calls-to-action through social media using compelling imagery and stories

Overview:

Active Heroes executed a mobile donation campaign during the inaugural #GivingTuesday event on November 27, 2012 through the infrastructure provided by The mGive Foundation.

By following mGive’s best practices, they used social media to cultivate relationships and drive supporters to take action and donate within 24 hours of their first call-to- action.

The #GivingTuesday initiative was created to promote nation-wide giving during a season that revolves around gifts. Active Heroes didn’t have a mobile database that they could use to drive donations. They had to get people to see a call-to-action and drive them to pull out their phone to donate.

Leading up to the event, Active Heroes worked with mGive to create a campaign plan that would use social media to drive donations.

Before the event they created images with their calls-to-action to posts throughout the day. Active Heroes began posting their photos in the early morning and they continued posting well into the evening. They created a sense of urgency by reminding donors that they only had until midnight that night to donate repeatedly due to the one-day duration of this campaign.

They continued to follow a posting schedule and increased their posts as their midnight deadline got closer. By including these photos and using “we” verbiage, they were able to get 251 unique $10 donations.

active heroes facebook 300x187 resized 600The Background:

Active Heroes is committed to providing assistance to veterans, active duty military and their families. They are able to provide financial and emotional support through community projects, challenges and fundraisers.

In 2010 Yocum began a 17 month walk across America to raise awareness and funds to help military families. He traveled across 37 states and garnered National attention and media exposure for his cause. When he finished his “Hike for Heroes” he formed Active Heroes to continue helping military and their families.

Since then, Active Heroes has helped over 1,800 military families, veterans and wounded warriors with financial support, programs to combat PTSD and veteran suicide and more.

The Problem:

How do you stand out as an organization to donate to on a day dedicated to giving?

The Solution:

Trial a mobile campaign during #GivingTuesday; use your social media channels to empower followers to change the lives of military and their families with text messages.

Active Heroes used social media to inspire their supporters to donate on #GivingTuesday. They shared emotional pictures alongside their calls-to-action on Facebook and Twitter. As they added new pictures throughout the day, they also updated supporters on how much they had raised so far, and how much more they needed by the end of the day.

$10 text-donations rolled in, and Active Heroes encouraged donors to share their generosity on their own social media pages and challenge their friends to do the same.

“Mobile is a great fundraising platform, and that is why we chose it on a day dedicated to giving,” said Troy Yocum, Active Heroes founder and president. “People won’t go a long way to donate, and they dislike taking an extra step through a website. Text donations are easy for the masses and are great in audience settings.”

The Results:

Through a partnership with The mGive Foundation that provided a mobile infrastructure, Active Heroes was able to raise $2,510 in $10 donations from one day of calls-to-action with no prior mobile program or promotion in place.

mGive allowed donors to confirm their donations for three days after #GivingTuesday.
• $170 was donated the day before the event, due to pre-#GivingTuesday promotions
• $1,860 were confirmed on the day of the event
• The remainder of the donations were confirmed the following two days after the event

“Mobile is a great fundraising platform, and that is why we chose it on a day dedicated to giving. People won’t go a long way to donate, and they dislike taking an extra step through a website. Text donations are easy for the masses and are great in audience settings." - Troy Yocum, Active Heroes Founder and President

Continuing with Mobile:

Since their great success using mobile during #GivingTuesday, Active Heroes entered into a long-term fundraising partnership with The mGive Foundation to continue to use mobile to change the lives of those serving our country.

While their new campaign is still in the start-up process, Active Heroes has big plans to make mobile an integral part of their fundraising and engagements strategy.

“I see mobile as a long term source for donations," Yocum said. “By placing the text to donate keyword and short code on pictures, videos and walking teams clothing, I hope to ramp it up and use it as the main source for donations.”

Topics: Health and Social Services, Mobile Fundraising, Social Good, Intermediate, Case Study

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