Social Media Workshop with the Richards Group 2019: Dallas Pets Alive!

Social Media Workshop with the Richards Group 2019: Dallas Pets Alive!


– Hi everybody. Thank you for having me. I want to forewarn everyone, I am not a marketing expert. So I might not be using some
awesome marketing language. But I surround myself
by people that do know what they are doing when
it comes to marketing and they can take the
vision that is in my head and make it come to life. Okay so our marketing campaign last year, we always try to create
something innovative. But before I get into that, I’m going to give you a little bit of info on Dallas Pets Alive. So our mission is to provide resources, education and programs needed to eliminate the unnecessary killing
of companion animals here in North Texas. We focus in on the animals that literally are on their last hope. They have their last chance
here at the local shelters. This is our 2018 at a glance if you want to take a look at that. We are really trying
to change the image of what rescue means here in North Texas. So we try to really think
about rescue very differently. We are focusing in on not
only preventative ways to keeping animals in the home, and giving citizens
resources with vet care, training, things like that, but also reactive rescue as well. So we’re pulling animals
out of the shelter and getting them into foster homes, and hopefully into adoptive homes. Right now we are completely virtual, we do not have an actual facility. So we live and breath social media. Without that we could not save the lives that we save and get
them into adoptive homes. Honestly I don’t know what we would’ve done without Facebook. And it’s changed the game for us and a lot of other rescues of course. That’s really important to us, and again marketing has
been really important to us in general because we’re trying to remove the stigma of Sarah McLachlan. I know I changed the
station when I see her, and I’m like no, no, no. When I hear that song I’m
done and I can’t watch it. That’s not what we want to do. Here at DPA we are positive, we’re fun, we’re engaging and we’re really
trying to change that image. We incorporate that into North Texas Giving Day every single year. Last year we focused in on gaming. Also going to say that
I am not a gamer at all but I do realize that this
was an untouched population in my opinion of animal lovers. How many people are into gaming, you do live streaming, play
video games all the time, husband maybe, significant other? Awesome, see you’re sitting in my boat. I had no idea that this was a thing, okay? So again, I surround myself with people that know what they’re talking about. And we created and tailored our entire campaign after gaming. It was all about Press Paws. So we were encouraging our donors to press pause and give, right? The logo was on all of our marketing, the little Press Paws. You can see in the background there, even the game controller
had a paw for the dog, it was super cute. We wanted to really inspire our donors. That’s the most important thing for us is there’s three key pieces. We want to stand out during the day, North Texas Giving Day
because at the end of the day, there’s a lot of us that
are competing for sometimes the same donors and I want to stand out. There’s a lot of animal rescues out there that are looking for those donations. So how can DPA stand out
and make sure that our voice is being heard and doing
it in a very creative way. Secondly I want to
inspire our current donors in making sure that they see that how we are changing the game. We were talking about what’s
important for your brand. For us, it’s we are changing the game and the vision of rescue. Not only we’re changing
the game for the animals that are rescuing but also
the culture and the mindset of rescue here in North Texas. Just to talk about our match really quick, ’cause that is really important. If you haven’t started getting a match, I highly, highly, highly
suggest doing that. Over the past couple of years
we’ve grown our match donors. We have a group of
donors that consistently give to our match every single year. So I go them directly just right now, honesty I’m reaching out to them. And our match has grown significantly over the past two years. In 2017 we had a $10,000 match. Last year we had a $20,000 match. And that really improved our giving, and it just makes people
feel like they’re giving more even though they are only giving $10, they’re really giving
$20 and that’s wonderful. I shared our campaign vision in our fun campaign, right, with our donors. And we’re lucky that we have a consistent base that loves to give to our match on North Texas Giving Day, which is great. So I highly encourage everyone
to start looking through your donor list right now
and picking who you think would be willing to give, and it can me 10 people,
I can be 2 people, whatever the case may be for your group. But start having those conversations now, it really changed the game for our North Texas Giving Day experience. We try to take all of these
animal that you’ll see, our DPA animals, they’re not stock photos. They’re our babies, and
we did fun and creative ways to capture the audience, right? So it’s time to change the
difficulty of their game. So it’s all going back to gaming, super fun, grabbing people’s attention, meet your new co-op partner, I don’t know what a co-op partner is, but a lot of people do. And it’s funny and it’s a thing, but I really did like the enjoys handhelds, loves
keyboards, and mouse. I think that’s adorable. This warrior is looking for group, I don’t know what group is, but she loves leading the pack, and she wants to be right there with you. It’s time to level up our love, and this was, I don’t
know what a re-spawn is but it’s not donating, it’s
giving them a re-spawn. And that engaged our
clients and our donors, and it was fun and people loved it. It was very creative. So our special partner,
every year Dallas Pets Alive tries to partner with a business
so we can expand our reach to a new population. So we partnered with Twitch. I don’t know if anybody’s
familiar with Twitch, but it is the live streaming platform where a really good gamer
would sit and live stream them playing their video game, and people log in and they watch. They literally watch
somebody play a video game, and guess what? You can get donations while
they are live streaming. And we took advantage of that. So the entire time
during scheduled giving, we had a gamer that
would live stream for DPA for 10 days and they
would fundraise for us. And that really was so eye-opening for me. We raised probably close to $6,000 just from the gamers
doing their live feeds. I’ll show you some pictures. So here’s one Unicorny, she dressed up like a
dog and talked about DPA and what we were doing, and made sure to share she was all over her social media. So this is a very different
way to touch social media in a way that I had no idea, but it was so successful for us. It’s reaching into a population of people that we had no idea, and we didn’t touch before, right? So new donors. Here’s another picture, there was one that she was drawing her cat, and her cat like climbed into the video feed and literally laid down while
she was drawing her cat. So they’re all animal lovers. It was such an easy connection to be made, and they were all so
excited and so thrilled to help us out. So just some key points that
I wanted to share with you. How we leveraged our social media. We engaged our volunteers. They were our brand advocates, all over our social media. We focused in on Facebook, so Facebook and Instagram
are our main platforms that we use. A little bit of Twitter, but those two honestly
for us are the big focus. And we developed a specific visual treatment for everything. So everything looked the same. You saw the hashtag, you
saw the same coloring, that logo was all over
every single banner, everything looked the
same and we always start our marketing one month in advance from North Texas Giving Day. So everything changes as we roll into North Texas Giving Day one month out. Our volunteers updated
their email signatures with a North Texas Giving Day theme, so clickable, right,
they can go to the link and it takes everyone to their page. How many emails do you
send every single day that you can be reaching those people that you’re talking to,
right, with a simple graphic. And again it all looked the same. Our homepage messaging was all about North Texas Giving Day. Everything went all the way back, right back to North Texas Giving Day for the one month in advance. And all of our donate buttons would redirect to North Texas Giving Day, on the day of, not before. We had targeted social media ads, and organic posts so we did Pay to Play. We did Pay to Play, it is so important. Set up some money aside, and make sure you have a budget. It changes the game, absolutely. We did Facebook Live, and there I am awkwardly. I hate it whenever that
picture pops up like that. Why do you have to pick the
worst time when I’m speaking? And then we did a Snapchat
filter at our event, I’ll talk more about our
event in just a second, but definitely use Facebook Live, our Snapchat was super cute, everybody loved it at the event. And that was another way
to engage a different social media platform. We created partnerships
with those micro-influencers those streamers that were supporting us all during scheduled giving, and it was so incredibly successful, I never thought that it would be, but man it was really successful for us. We did two events, everybody
loves dogs and beer so we combined those two all the time. And then cider also, I don’t know if you’ve heard
or been to the Cidercade that fit in very nicely for
us with our gaming experience. So it’s an arcade and they have cider, Bishop Cidercade, and we
did an event, a huge event on the day of North Texas Giving Day, at Community Beer Company, where we have all of our
supporters and donors and alumni and all of our dogs come out and we just party and
celebrate and we fundraise and we have everything
up on the big screen, and we’re showing how much we’re raising, over and over again and
it’s just a huge celebration when we get to hit the
goal that we’ve set. And then we get a dollar for every beer that we sell that day too. At the event you’ll see
we had the profile thing, so people can take pictures
right on their snappies, and put that out there, and then we also had that same filter, or profile thing and that was also online, so we email automatically
after somebody donates, a link to change their profile
on their Facebook to say “When it comes to rescue,
I’m changing the game,” and we’re encouraging
our donors to tell people and to share why they chose to give to DPA by changing their
profile picture with that and why they’ve changed the
game for rescue animals. We had table tents at the
event that talked about each of our adoptable dogs. So you can see one right here, and it’s about whoever
that is and their stats, and how we’re changing the
game for that animal in need. And we were really successful last year. My goal was $30,000 and we blew that out of the water. And I really do think
it has a lot to do with thinking outside of the box and focusing in on our brand
and really being creative and being innovative, and
partnering with a group that nobody else was working with, right? And that was a huge group of new donors for Dallas Pets Alive and
they were animal lovers. So yeah, we were super successful, and I think we get to
answer some questions later, so that’s good. So think of your questions. So I’m happy, happy, happy to
answer anything you may have. And feel free, you also can email me if you have anything as well. [email protected] and I believe we’ll be
available for Q&A in a minute.

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