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To apply, describe the following:
1. Goal of the campaign
2. Elements, techniques or technology used in the campaign
3. The cost to develop and run the campaign
4. The benefits of the campaign
5. How many times per year can you execute this campaign
6. How effective was this campaign in replacing postal mailings
7. Links & Documents - Please add links or upload documents showing working examples of your campaign
1. Goal of Campaign
At Hollaback!, we believe that you have the power to end street harassment. The goal of our campaign
was to raise $12,500 to launch a Hollaback! iPhone app that gives women and LGBTQ folks a real-time
response to street harassment. The app is the first of its kind to provide data on when and where
street harassment happens using an on-line map, building a powerful case for why street harassment
must end. We exceeded our goal and raised $13,500 from 356 donors; 75% of the funding came in the
form of $5 and $10 donations.
2. Elements, techniques or technology used in the campaign
We ran our campaign on the Kickstarter.com, a unique fundraising platform that combines social
media, risk, and gaming. The benefit of this platform is that it creates a “crisis.” Street
harassment, like most social problems, is an ongoing, everyday crisis. With this type of issue, it
is hard to cultivate a sense of urgency. Our campaign succeeded in doing this because it provided
the very real threat of failure. If we didn’t raise the full $12,500, we didn’t get any of the
funding.
This campaign was our organization’s first ever individual donor campaign. As such, we knew our
success depending on effective marketing. We developed a PSA specifically for the campaign, gave
frequent updates and funding “countdowns” on our facebook and twitter pages, and received over
25 media hits including About.com, NPR, and the local news (CW11). We also provided regular updates
to our Kickstarter donors through their website. The urgency inspired by the tight deadline lead our
constituency to speak out on our behalf, sending our campaign viral. Hundreds of people sent emails
to their friends and family, and updated their facebook and twitter status to encourage people to
donate.
For each dollar amount donation, we offered different “prizes” and showed how that particular
amount would be applied to Hollaback! A $5 donation lets one woman hollaback; $50 pays for ten
hollabacks and the donor will receive an iPhone case; $100 donations receive an iPhone case and an
advance copy of the app before it is out; other prizes included a signed copy of Jessica Valenti’s
Full Frontal Feminism (in which Hollaback! is mentioned), a copy of Holly Kearl’s forthcoming Stop
Street Harassment (for which Hollaback! co-founders Emily and Oraia wrote the foreword), and a
trophy for donations of $1000 or more (there were three!). Once campaign was complete, we invited
all our Kickstarter to our launch party at a discounted rate.
3. The cost to develop and run the campaign
The Kickstarter plaform took a 5% cut of our total amount raised, and we spent about $300 on prizes
for donors. The total cost of the campaign was about $975.
4. The benefits of the campaign
The success of our campaign has been tremendous:
• Media Attention. During the 45 days of the campaign, we received over 25 media hits in outlets
including About.com, NPR, and the local news (CW11).
• Growth in Social Media. Our Facebook fan page grew from 1,500 fans to 13,500. We also grew from
250 to 750 twitter followers. This represented a significant increase in support.
• User investment in our work. The individual donor campaign gave us an opportunity to help 356
people feel invested in our work, literally.
• Cultivating Additional Funding. Foundations watched our campaign closely and were impressed with
the result. We recently received an additional $15,000 from the Ms. Foundation – one of the
foundations that watched our Kickstarter campaign. We have two other applications pending.
• Organizational Expansion. Hollaback! sites in London, Hong Kong, and soon to be Israel have
launched since the campaign.
5. How many times per year can you execute this campaign
Our campaign did more than raise money – it was an engaging, action-oriented platform for people
to become involved in our work. Moving forward, we plan to run this campaign once per year as a way
of drawing in new interest and energizing our base. Additional cultivation events will happen
throughout the year leading up to the campaign.
6. How effective was this campaign in replacing postal mailings
This was the first individual donor campaign that we have ever run. As a result of its success, we
do not ever plan on running a postal mailing campaign.
7. Links & Documents
Our Kickstarter campaign, including our PSA:
http://www.kickstarter.com/projects/hollaback/hollaback
Some selected media hits that resulted from our campaign:
“Hollaback Moves Forward,” American Prospect:
http://www.prospect.org/cs/articles?article=hollaback_moves_forward
“Don’t Just Put up with Street Harassment, Hollaback!” About.com:
http://womensissues.about.com/b/2010/05/19/dont-just-put-up-with-street-harassment-hollaback.htm
“Sexually Harassed? There’s an App for That” Jezebel:
http://jezebel.com/5533544/sexually-harassed-theres-an-app-for-that
“Hollaback! Fighting Street Harassment One Hollaback at a Time.” The Examiner:
http://www.examiner.com/examiner/x-22321-Exploring-New-York-City-Examiner~y2010m5d17-Hollaback-stren
gthens-empowerment-against-street-harassers?cid=sharing_twitter:22321
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