“How Non-Profits Can Leverage Social Media To Drive ... · • Social media creates a tremendous...

“How Non-Profits Can Leverage Social Media To Drive Measurable Business Results”

February 13, 2013

A division of

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Everyone is saying that…

• Social media creates a tremendous opportunity for non-profits:

1. Online donations represent 13% ($39B) of all donations today ($300B) and are growing by over 35% per year

2. Social media platforms create a new communication channel to reach donors

3. Many of the tools are free

4. Social media has tremendous viral benefits

Sounds great, right?

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However, leveraging the possibilities of Social Media is much easier said than done.

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What we are hearing: • “I don’t know where to start” • “It’s too confusing” • “We don’t have enough resources” • “There’s not enough time” • “There isn’t any budget” • “We’re behind”

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To better understand how you are doing relative to other non-profits, there is an incredibly valuable study called the 4th Annual Non-Profit Social Network Report

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Key Learning #1 – The bottom line is that, today, there aren’t a lot of organizations driving a lot of donations through Social Media.

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Source: 4th Annual Non-Profit Social Network Report

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Key Learning #2 - Creating awareness and building your base of supporters are the biggest uses of Facebook by non-profits today --- not fundraising.

Source: 4th Annual Non-Profit Social Network Report

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Key Learning #3 – However, there is value in creating awareness and getting additional supporters.

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Source: 4th Annual Non-Profit Social Network Report

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So, what do we recommend doing?

• There are ten key actions in two core categories:

A. Be Active

B. Use Current Supporters to Drive New Supporters

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A. Be active 1. Create a baseline

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A. Be active 1. Create a baseline 2. Know your audiences and the messages you

want to deliver

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A. Be active 1. Create a baseline 2. Know your audiences and the messages you

want to deliver 3. Crawl, walk, run

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A. Be active 1. Create a baseline 2. Know your audiences and the messages you

want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar

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Daily Weekly Monthly

Repurposed, Relevant Industry “Mention”

• Article • Study • Post • Event

Organization-Specific Events, News, Activities

Thought Leadership

Action #4– Develop an activity calendar. Use it to measure activity success. Illustrative Example:

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A. Be active 1. Create a baseline 2. Know your audiences and the messages you

want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content

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A. Be active 1. Create a baseline 2. Know your audiences and the messages you

want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content 6. Remember that success is the whole funnel –

not just the bottom of the funnel!

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Impressions Shares Follows Likes Registrants Pledges Donations

Action #6– Remember that success is the whole funnel – not just the bottom of the funnel

Example

Volunteers

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Comments

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A. Be active 1. Create a baseline 2. Know your audiences and the messages you

want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content 6. Remember that success is the whole funnel –

not just the bottom of the funnel!

B. Use current supporters to drive new supporters 7. Ask!

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What we did: Action #7 – We Asked! We engaged current donors/supports at the time of “conversion” and motivated them to share via social media…

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…then, we made it as easy as possible for them to share…and then we measured the results.

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What we learned: Case Study #1 – A charity event – Results over a two week period…

Results: • 48% share rate • 7.38 referrals per share • 13.64% lift in revenue

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What we learned: Case Study #2 – The Ripple Effect

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What we learned: Case Study #3 – A non-profit focused research company – Results over a two month period…

Results: • 8.9% share rate • 2.12 referrals per share • 34 “conversions”

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Conversion Page Example

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What we learned: Example Case Study #4 – A non-profit health and human aide services Results over a two week period…

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A. Be active 1. Create a baseline 2. Know your audiences and the messages you

want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content 6. Remember that success is the whole funnel –

not just the bottom of the funnel!

B. Use current supporters to drive new supporters 7. Ask! 8. Use goal setting to maximize results

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Donor Goal Setting – Step 1 – Our new Goal Setting Feature Is Available With Facebook.

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Donor Goal Setting – Step 2 – The Donor Selects a Goal Amount.

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Donor Goal Setting – Step 3 – The Goal Setter Provides Permission For Us To Update Their Facebook Wall As People Contribute Towards Their Goal.

Good Influence is exploring how to help non-profits drive greater donations. To do that, we would like to post to your wall each time someone makes a donation towards your goal. We believe this will motivate others to join in.

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Donor Goal Setting – Step 4 – The Goal Setter’s Post Now Includes The Goal.

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A. Be active 1. Create a baseline 2. Know your audiences and the messages you

want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content 6. Remember that success is the whole funnel –

not just the bottom of the funnel!

B. Use current supporters to drive new supporters 7. Ask! 8. Use goal setting to maximize results 9. Use A/B testing to optimize results

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A. Be active 1. Create a baseline 2. Know your audiences and the messages you

want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content 6. Remember that success is the whole funnel –

not just the bottom of the funnel!

B. Use current supporters to drive new supporters 7. Ask! 8. Use goal setting to maximize results 9. Use A/B testing to optimize results 10. Remember that success is the whole funnel –

not just bottom of the funnel! This is so important it is worth saying twice!!

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Thank You

Dan Lynn Founder and CEO

A Division of RPPL FX, LLC.

908-500-0249 dlynn@rpplfx.com

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