Charitybuzz

A charity auction site for high net worth individuals looking to make a difference.

Writing for Partners

One of my responsibilities on the Charity Network team was functioning as an in-house social media agency. I provided a range of resources- from toolkits and best practices, to custom copy and posting plans to our 4000+ charity clients and their celebrity partners. These promotions drove hundreds of thousands of users to the site, where auction revenue went to support a variety of incredible causes.

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Data Tracking Implementation

When I arrived at the Charity Network, there was little no data on the success of social efforts from the Charitybuzz pages, and little to no goals on what they should accomplish. After assessing the existing strategy and familiarizing myself with the product, I developed and implemented a UTM tagging strategy to track our success at driving users to the site and driving bids from those users.

Strategic Response to Data

It didn’t take long for it to become evident that driving bids was not a realistic goal for organic traffic. They were rare and random, with no pattern across any of our data categories. This data made our team aware of an important user behavior on social: that our audience members were unlikely to place a bid of over $1000 when visiting a site impulsively via social media.

Armed with this information, I shifted out strategy to focus less on driving bids and more on driving new partnerships. This meant posting less about poorly-performing lots, and posting more about our “buzzy” high value lots and themed auctions. I began highlighting our charity partners instead of individual lots, and reallocated resources from creating a high quantity of content, to creating dynamic high-quality content.

The goal was to build up our business relationships with our charity partners by promoting their causes, and providing our social community with valuable content that wasn’t exclusively reminders to bid. The result? Not only did we see happy partners, but we received increased site traffic, user profile creation, and even bids.