Written by Jonas Klit Nielsen
Last week I wrote the post “Target activates Facebook Fan Pages by giving”. Highly praising how Target has chosen to activate their Facebook Page.
Letting their fans determine which charities, one of their weekly donations should go to.
The result is now in for the campaign, delivered to me in an email from the nice people at IMRE, what I believe must be Target’s PR agency.
The donation spread of the 3 million dollars:
- St. Jude Children’s Research Hospital – 77,427 votes (26.6% of votes) = $797,123
- American Red Cross – 77,118 votes (26.5%) = $793,942
- The Salvation Army – 38,004 votes (13%) = $391,258
- Operation Gratitude – 22,627 votes (7.8%) = $232,948
- Breast Cancer Research Foundation – 19,264 votes (6.6%) = $198,326
- Feeding America – 15,574 votes (5.3%) = $160,336
- Hands On Network/Points of Light Institute – 11,378 votes (4.0%) = $120,845
- Parent Teacher Association – 10,904 votes (3.7%) = $112,259
- National Park Foundation – 9553 votes (3.3%) = $98,350
- Kids In Need Foundation – 9,190 votes (3.2%) = $94,613
Statistics for the Campaign on Facebook:
- 291,399 votes tallied
- Target Facebook Page added 97,091 new fans
- During the campaign, the Target Facebook Page increased daily views by 4,800% (as of 5/22)
- Target Facebook Page experienced a 3,000% surge in wall posts, with more than 3,000 personal stories shared throughout the campaign (As of 5/22)
- More than 167,000 fans on Facebook voted for the charity of their choice
- St. Jude Children’s Research Hospital and American Red Cross received over 53% of total votes
- Over 2,200 fans on Facebook clicked through to the Volunteer Match service page to find causes and volunteer programs in their local communities
I think it sounds good! But of course I don’t know what the goals for the campaign were ;)
I am looking forward to seeing how Target is going to maintain and sustain their campaign on Facebook, and when they are going to do a similar donation campaign again.
For more see Target’s press release.
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