b'Usingthepowerfulvideoandnarrowtargetingtorelevant audiences, we achieved response rates in excess of 4.5 times the industry average. We used various targeting techniques on Facebook, including servingadvertisingtopeoplewhohadengagedwiththe Hutchins Schools Facebook page (watched a video, liked or commented on a post). Similarly, the advertising was directed to people who were affiliated with the school, including the Hutchins School Old Boys Association.WealsotargetedTasmanianswithageneralinterestin philanthropy. ThepowerofFacebookandothersocialmediaplatforms means that we can re target or follow up with people who have responded to the ad but not clicked through to the donation page. In the end, 232 people visited the Charidy donation page from the paid social media campaign at a cost of only $2.67 per result. This is an extremely efficient way of reaching people who know and love the school. Watching the donation page live was an experience the whole school got behind. Viewers were able to see the total going up during the day and night, adding to the experience and creating a sense of community for all involved. Headmaster Dr Rob McEwan said that thanks to this fundraising effort, the school can celebrate and welcome Christian to the Hutchins family. The scholarship is a reflection of the generosity shown by the community. NinetypercentofChristiansfeeswillbe covered and we will be able to provide another opportunity for another boy next year,he said. Thereisnodoubtthatthetimeandmoney spent on producing the video was a major factor in the success of the day.The video formed the cornerstone of the social media campaign which allowed us to reach a much larger audience. OurGivingDaygeneratedhugeexcitement andpositiveenergy. Whilethesubstantial funds raised were important, its difficult to put a value on the level of goodwill generated in our community.The Hutchins School is a K to 12 independent boys school located in Hobart, Tasmania.Established in 1846, Hutchins held its inaugural giving day in June, 2019 raising $228,247 for needs-based scholarships.JOHN GROOM DIRECTOR OF ADVANCEMENT THE HUTCHINS SCHOOL, TAS2019 Award Winner: Excellence in Fundraising, Video Production: Act NowFor Good.Go here to view the video: http://bit.ly/hutchinsschoolDECEMBER 2019 59'