Combining online and offline efforts

Facebook can be used for fundraising and volunteer efforts that combine an online and offline component.

Introducing

A World without Alzheimer’s Disease

To eliminate Alzheimer’s disease through the advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of dementia through the promotion of brain health.

Campaign Goals

Alzheimer’s Association Walk to End Alzheimer’s

The Alzheimer’s Association Walk to End Alzheimer’s® is an event to raise awareness and funds for Alzheimer’s care, support and research. The Facebook campaign aimed to recruit participants for the walk, as well as fundraising for the organization.

Impact

Using Facebook, the Alzheimer’s Association organized and rallied fans across the country to its yearly fundraising efforts.

  1. The Alzheimer’s Association drove users to their website to create awareness about the Walk. During the 2015 Walk season, nearly one-quarter of overall traffic to the Walk to End Alzheimer’s website was referred from Facebook.
  2. Participant recruitment occurred at scale from social media for Walk. Facebook was a significant source of referral traffic for online registrations.
  3. Participants fundraised from their community online. Facebook was a top referral source for online donations.

Approach

  1. Event Ads: Used event ads on Facebook to target existing supporters with event information. The ads were delivered using custom lists and targeting.
  2. Multiple Pages: In addition to the national Alzheimer’s Association Facebook page, the organization also had a national page for the event.
  3. Using Personal Profiles: Encouraged Walkers to raise funds and grow their teams on Facebook in their email and offline communications. They have a “get social” guidebook with social media tips, as well as an online participant community where participants can share success stories. They can share their Walk photo, fundraising goal and progress toward that goal with their friends and family.

Campaign Creative

The Alzheimer’s Association positioned their creative to motivate supporters participating in the Walk. They posted pictures showing the crowds from a Walk and encouraged people to share their photos. They also asked participants to post their reasons for participating in the Walk, creating a sense of community among Walkers and making the cause personal within each person’s own social group. They also posted easy fundraising ideas, as well as success stories from teams across the country. The creative provided the means and the motivation to get supporters engaged with their community about the Walk.

Campaign Lessons

  1. Make it personal: Encourage participants to share their stories, and make it easy by providing successful examples of what others have done, as well as multiple types of sharable content.
  2. Share successes in photos: Use photos to spur engagement on posts and include a call-to-action. Selfies tend to do particularly well.
  3. Celebrate and say thank you: One of the most powerful types of posts to our Facebook audience is one that celebrates what has been accomplished and thanks our followers for making it happen.