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What I Wore: Blogging Campaigns for Retail & Fundraising Success

What I Wore: Blogging Campaigns for Retail & Fundraising Success. Three Primary Goals. Promote our retail initiatives/ fundraising events

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What I Wore: Blogging Campaigns for Retail & Fundraising Success

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  1. What I Wore:Blogging Campaigns for Retail & Fundraising Success

  2. Three Primary Goals • Promote our retail initiatives/ fundraising events • Raise awareness about retail’s connection to Goodwill’s mission • Increase store sales, tickets purchased for events

  3. What was critical? • Have Goodwill shoppers share their own stories • Plan ahead! • Connecting posts to mission • Share posts via social media network to leverage engagement • Thank each blogger (gift cards, tickets)

  4. Outcomes • Blog series received over 7,000 views • Store sales for the month of October 2011 were up 1.5% over previous year • Little Black Dress raised $32,780 • We received 12 inquiries from other bloggers, helping to further our blog engagement strategy.

  5. Facebook Stats • Halloween Series (average per post) • Average reach: 1,381 • User engagement: 11.7 • Shares: 2.6 • Little Black Dress Series (average per post) • Average reach: 1,886 • User engagement: 18.4 • Shares: 3.8 *Increase in 2,000 fans between October 2011 and April 2012

  6. Partnership = Engaged Bloggers • Blog campaign depended on contributions from 17 bloggers throughout Maine, New Hampshire and Vermont. • Previous relationship • Readership and web influence

  7. Conclusion • Blogging = an effective tool to support events, creates momentum • Complement to traditional marketing and media relations tools. Great for media pitches! • Both events inspired by other Goodwill events, demonstrating how we can support each other and further the overall sustainability of the brand.

  8. Contact Michelle Smith, Communications Manager michelle.smith@goodwillnne.org Goodwill Industries of Northern New England www.goodwillnne.org/blog goodwillnne

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