Digital Marketing Leader – Job

Concern in Dublin have an opening for a Digital Marketing Leader. Thought it may possibly be of interest. The basic job spec is:

Working with selected suppliers the individual will lead on developing online marketing in communication with relevant stakeholders.  The individual will also act as the liaison with key external suppliers.The digital marketing leader will be the primary liaison between business units and the web team, will develop and maintain a comprehensive calendar of proposed marketing campaigns, assist fundraising management in prioritisation, and will support teams in delivering e-marketing campaigns.
Salary starts at 34K and you can apply here

Concern in Haiti – The Results

In January I posted about Concerns campaign on Facebook to mark the first anniversary of the disaster in Haiti. You can read that post here. They used Facebook to advertise and then directed people to their facebook page where they spoke (and clearly demonstrated) the impact they are making.

Impact is so important for donors to hear about and I think Concern did a great job here in demonstrating it, on a platform that a lot of people use.

Neil Rooney from Concern kindly offered to share the results of the campaign with me and allowed me to post it. Here is how it went for Concern:

The following results pertain to the period 12th January – 31st January

The Facebook tab was the default landing page for all new visitors to Concern’s Facebook page from the 12th to the 31st of January and in that time it was viewed a total of 6,441 times (it has since been viewed a total of 7,432 times). During that time 2,491 people ‘Liked’ the page, an increase of 91% on pre campaign levels.

The advertising delivered 3,997,617 impressions or opportunities to see and enjoyed a click through rate of 0.084% (industry standard is 0.077%) and drove 3,375 people to the tab. Community interactions added and further 42,342 impressions in the form of likes, shares and comments.

The video was viewed a total of 1,029 times, 613 of which were user initiated via the click-to-play advertising placements, the remaining 416 were from the embedded video in the tab and Concern’s YouTube channel subscribers.

Campaign related updates posted by Concern to the Facebook page were viewed a total of 20,512 times with 139 people interacting with the posts by commenting on them or liking them. This represents a 1,886% increase on the pages average interaction rate.

Thanks for sharing Neil. I hope this information is useful to organisations who are thinking of this strategy.

Concern in Haiti, 1 year on

Concern Worldwide are a very
progressive organisation when it comes to embracing new ways to
communicate and ultimately fundraise. Yesterday to mark the first
anniversary of the Haiti disaster they went all out on Facebook,
running an awareness campaign. Neil Rooney, their e-marketing
leader, explained to me that they

… used a
Facebook specific advertising solution called a ’24 hour reach
block’. The reach block delivers the first 4-5 ad placements
someone sees when they log into Facebook and allows ad placements
in users homepage.

Here is what that looked like
when I logged in to my account Not only did they
do this but they made sure that when you got to their page on
Facebook it was all about the work they have done in Haiti,

To create awareness of the work that
Concern have been doing in Haiti we have added a ‘Haiti
update’ tab to our profile. The tab acts as the landing page for
visitors that have not previously ‘liked’ concern and outlines the
key areas that Concern and
ECHO
have been working on. In addition, within the tab we
have embedded a campaign specific video that we stream from our
YouTube channel, an interactive Google map that details what has
been achieved in each location Concern is working in and twitter
feeds from @concern as well as staff we have in the field at the
moment.

Here is what the page looks like (click here to go to the actual page on
facebook) This is great
stuff by Concern, really getting to grips with the technology that
is available to them to do something really important….Talk about
the Impact. While I’m at it, kudos to Concern for the
homepage
of their website, one of the first things that
my eye was drawn to was the How Money was Spent pie on the right
hand side, and they have rightly won an award for their
transparency.

Concern Worldwide and Gates Foundation Grant: An Interview

Gates

You probably heard the news last week about Concern Worldwide getting a grant from the Gates Foundation of 41 million dollars. I was so delighted to hear the news that such a great organisation had secured this grant. Of course the 30 second news clips weren’t enough for me, so I asked Richard Dixon, Director of Fundraising at Concern Worldwide, would he mind answering some questions for me. He kindly said yes and here is how we got on:

 

Congratulations on Gates Foundation grant, how was the news broken?

The relationship with the Gates Foundation is managed through our US office, so they had to release the news (8am New York time) and as soon as it was publicly available in the US, we released it here to the various outlets. At the same time, we sent an email to a group of our key supporters and contacts to ensure that they heard it from us.

I am intrigued to know more about the process involved, I imagine it was a pretty in depth pitch?

We responded to a call for proposals issued by the Foundation just over one year ago. Concern were selected from short list of 15 to submit a proposal. We finally got confirmation last November that we were successful. We spent the intervening period establishing the structures within Concern, recruiting key staff and confirming the working arrangements within each country of operation.

What do you think tipped it in favour of Concern

Concern has over 40 years experience working and collaborating with communities throughout the world. Our approach is always to listen to the needs of communities and to work with them to find solutions. Concern has a history of researching and developing new projects and solutions in the sectors of healthcare, education, livelihoods and emergency response – for us, trying new and innovative solutions is nothing new! It is a huge honour to be selected by the Gates Foundation and it is recognition of the high quality of our work and the respect that Concern has, both at an international level and on the ground.

The projects your are going to fund are being described as Dragons’ Den-style initiative to identify new ways of improving essential healthcare in Africa and South Asia, can you tell us some more about that?

The aim is to understand the key challenges to delivering healthcare to mothers and children in the countries we are targeting. We will then invite people from all sectors of society to submit ideas on how they would propose solving these challenges.

We’re particularly interested in hearing from those who may not traditionally have a voice, allowing them to share their ideas, their solutions. We really want to seek out solutions as far and as wide as we possibly can, recognizing that the most innovative solutions may come from the most unexpected sources. In order to reach out to the broad community we will use channels such as national radio, community radio, television, websites, newspapers, public notice boards, professional organizations and associations, word-of-mouth, community outreach, and travelling fairs.

We will then carefully assess the ideas, short-list the ones with most potential to have greatest impact and then work to further develop those ideas. It’s a bit like the “Dragon’s Den” for Development!

It’s a different type of collaboration, involving the private sector, universities, entrepreneurs, community leaders and mothers. Every sector of society will be invited to help find the solutions. The public call for ideas will start in Malawi in September. Sierra Leone and India will follow suit in November. Three more countries will be added to the project in 2010. The total duration of the project will be 5 years.

How do you plan on communicating the results you will have or will that be done through the Gates Foundation?

The results of the research emerging from the Project will be made available to the public in a way that maximizes the benefits to the developing world.

You are being described as a conduit for the funds, how will this work

Legally, the funding agreement is with Concern US Inc and will be implemented by Concern Worldwide (“Concern” – headquarted in Dublin).

Are there strict guidelines in place the use of the funds in terms of how you administer it

Absolutely. The funding is very specific to this initiative and cannot be used for Concern’s other programmes.

What is the time scale of the grant?

It’s a five year programme which will be delivered across 6 countries.

Do you think this will have any impact on your fundraising, either positively or negatively (or maybe a bit of both) here or Worldwide.

We were very away of both the potential benefits and risk in announcing the grant. The risk is that supporters might conclude that a grant such as this meant they did not need to support Concern financially anymore. We have tried to make clear that funding for the Gates project is for the specific purposes of finding new solutions to maternal and child health in the six project countries. It is in essence a grant to fund research and development work to investigate new ways to tackle health care challenges. We cannot use this money for any of our current work in our 28 countries of operation. Thus we continue to need the support of the public for vital ongoing programs. On the up-side, the grant has been seen as the strongest possible endorsement of Concern’s way of working, and we’re hoping that this will open other doors for us.

What do you, personally , see as the being big Impact of this grant

The whole point of this initiative is to come up with breakthrough solutions and so the investment is in the idea of a ‘public good’ which can be applied across the world to save millions of lives.

Look into my eyes….some good examples

I posted earlier in the week about how eyes looking out from the page increase response rates, with one pair of eyes working better than two.

Well I wanted to show you some examples that came in my post over the past few days. The first two I think work really well and the last one just left me cold. Let me know what you think:

The one above is from Plan Ireland and I think its a fantastic piece, I would love to know their response, the picture is fantastic.

This is from the Children’s Medical Research Foundation (who I was critical of in my previous post). But you can see why, they have done a great job here (I think I would have lost the word only in the heading though)

This is from Concern, and ok the picture is horrific as is the situation (its really hard to fathom isnt it) but it really doesn’t work, its not engaging and out of all three mailings I got, its the one I paid least attention to.

These mailings were all unsolicited drops into my post within days of each other. We need to remember when we are planning our mailings that that we could potentially be up against 3 or 5 or more charity mailings (and that’s after taking into consideration all the other post that people get…mostly bills!)