Background:
FBi Radio is an iconic, independent, Australian radio station based in Sydney. The financial crisis forced the station to the brink of closure. They needed over $500,000 to save the station, they had a $0.00 budget.
Previous fundraising efforts with our listeners had only ever raised up to $80,000. We knew that they were passionate about the station, and creative, but unfortunately were cash poor (they are younger, university student types). They wanted to support the station they loved, but didn’t have the money to donate. So we needed an idea that would turn their creative capital into cash, and the idea ‘Ask Richard’ was born.
Strategy:
‘Ask Richard’ focused on rallying the collective creativity of the more passionate, FBi listeners to build a wave of consumer generated social media and PR to flush out donations from their more well-off, but less involved passive listeners.
Idea/Execution:
‘Ask Richard’ (Branson) for a million dollars in the most creative way possible. If he took notice and donated the million you’d receive $50,000.
We created a blog that housed the entries which was linked to effective social networks (Youtube, Facebook, Myspace, Twitter). The campaign launched with a flash mob and entries flooded in. Games were developed, songs written, cupcakes baked, graffiti appeared, Bransons Wikipedia was hacked. We used Twitter to reach influentials; Youtube to document incoming entries; and Facebook to spread the word to their friends.
Branson became aware of the campaign, and Twittered to say he’d be calling in. Live on air he donated a massive prize pool, and his involvement generated more PR and social media activity.
Result:
By turning the entire fundraising model on it’s head we were able to save FBi, here’s some of the results:
· 800% increase in supporter contribution – ‘Ask Richard’ raised over $680,000 (previous campaigns only ever raised up to $80,000)
· 1400% increase in member donations ($14,000 to $206,000), the remainder coming from more passive, richer donors
· 100% increase in subscriptions
· Generated an estimated $7.5 million worth of media from a $0 budget
Undertaking a completely digitally enabled strategy for the first time allowed us to raise over 6 times more funds than any other previous campaign drive run by FBi. We saved FBi.
