Fundraising Gone Wild!

Online donations also increased significantly, showing the power of search, e-mail, social media and the URL calls to action. Nearly twice as many online donations came in for 2010 compared to 2009, and the average online gift grew more than 20 percent. With the search component beginning its countdown the final three days, traffic jumped to the microsite: Three days out there was a 5 percent increase in traffic; two days out a 22 percent increase; and the third and final day resulted in a 42 percent increase in traffic over the baseline traffic statistics. Through the campaign, AHS also increased its social-media following and in a post-event survey uncovered that 20 percent of viewers heard about the event through Facebook.