Convio Innovator Awards 2011: Best Use of New Media (Social/Mobile)

125,000 people donated their Facebook status for equality, which resulted in ~16.3 million newsfeed impressions.

The Human Rights Campaign (HRC) is the largest national lesbian, gay, bisexual and transgender (LGBT) civil  rights organization. HRC works towards an America where LGBT people are ensured their basic equal rights and can be open, honest and safe at home, at work and in the community.

Ever since the March for Lesbian and Gay Rights on October 11, 1987, thousands of LGBT people and allies celebrate October 11th as National Coming Out Day (NCOD). NCOD has been commemorated with educational workshops, speak-outs, rallies and other kinds of events, all aimed at showing the public that LGBT people are everywhere.

CHALLENGES:
HRC needed to create new ways for its audience to engage with the organization’s tools and resources around coming out as LGBT or in support of LGBT equality, as well as raise awareness around NCOD. HRC also wanted to use social media to expand its reach and engage more people.

INNOVATION:
HRC created a “Coming Out for Equality” Facebook application that allowed supporters of equality to use social media to express their support for equality for LGBT Americans and straight allies. The application highlighted actions that were rolled out each week leading up to NCOD.

RESULTS:

• 12,000+ new followers on HRC’s Facebook page in two days.
• 125,000 people donated their Facebook status for equality, which resulted in ~16.3 million newsfeed impressions.
• 340,000 likes and comments in response to status updates.
• 6,000+ Tweets for equality sent through the application.
• 117,000+ new email addresses, saving $200,000+ in new prospect list acquisition costs.

Exemplifying the effective use of Convio constituent engagement solutions and personifying excellence in multi-channel marketing, CRM and fundraising strategy implementation.

Combining online and offline marketing channels and utilizing cross-functional teams to generate awerness and fundraising results

Achieving online success for fundraising, advocacy or email list growth through a single campaign or program as a whole.

Tapping into the power of constituents to raise funds, drive support, and put a face to your organization with Convio's powerful peer-to-peer fundraising solutions.

Integrating social networks, mobile tools and custom applications with Convio to increase engagement opportunities for supporters

Enjoying the full range of Convio Common Ground™ benefits from integration with third-party applications to successful relationship database consolidation.