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2012 Nonprofit Social Networking Benchmark Report (4th Edition)
USING SOCIAL MEDIA (DATA) FOR FUNDRAISING SUCCESSFOR FUNDRAISING SUCCESS
08/17/2012 http://bit.ly/npsocial | #bbsocial 1
Frank BarryDir. Digital Marketing
Blackbaud
Danielle BrigidaSocial Media ManagerNat’l Wildlife Federation
@franswaanetwitsthinktank.com
@starfocuswww.nwf.org
08/17/2012 2http://bit.ly/npsocial | #bbsocial
DOWNLOAD THE REPORT TODAY
www.NonprofitSocialNetworkSurvey.com
Get the INFOGRAPHIC also http://bit ly/npsocial
08/17/2012 http://bit.ly/npsocial | #bbsocial 3
Get the INFOGRAPHIC also … http://bit.ly/npsocial
THE SOCIAL MEDIA LANDSCAPEWhat’s going on out there?
THE SOCIAL MEDIA LANDSCAPE
08/17/2012 http://bit.ly/npsocial | #bbsocial 4
08/17/2012 http://bit.ly/npsocial | #bbsocial 5(Source: Buddy Media)
Social Media
IT MAKES US ALL CRAZY
08/17/2012 http://bit.ly/npsocial | #bbsocial 6http://www.flickr.com/photos/jannemei/1023015396/sizes/l/in/photostream/
WHY SOCIAL IS IMPORTANT?Why you should care?
WHY SOCIAL IS IMPORTANT?
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KEY INFLUENCERS
08/17/2012 http://bit.ly/npsocial | #bbsocial 8http://bit.ly/npoSocialArchetype
ENGAGERS
08/17/2012 http://bit.ly/npsocial | #bbsocial 9http://bit.ly/npoSocialArchetype
MULTICHANNEL CONSUMERS
08/17/2012 http://bit.ly/npsocial | #bbsocial 10http://bit.ly/npoSocialArchetype
STANDARD CONSUMERS
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SOCIAL MEDIA FOR NONPROFITS2012
SOCIAL MEDIA FOR NONPROFITS
08/17/2012 http://bit.ly/npsocial | #bbsocial 12
DOWNLOAD THE REPORT TODAYFACEBOOK UP 30%UP 30%FACEBOOK UP 30%UP 30%www.NonprofitSocialNetworkSurvey.com
FACEBOOK UP 30%UP 30%TWITTER UP 81%UP 81%
FACEBOOK UP 30%UP 30%TWITTER UP 81%UP 81%
9 OUT OF 10 NONPROFITS ARE ON FACEBOOK9 OUT OF 10 NONPROFITS ARE ON FACEBOOK
http://bit.ly/npSocial
Get the INFOGRAPHIC also http://bit ly/npsocial
08/17/2012 http://bit.ly/npsocial | #bbsocial 13
Get the INFOGRAPHIC also … http://bit.ly/npsocial
STAFFING? STAFFING ON THE RISESTAFFING ON THE RISE75% of nonprofit organizations have ¼ or less of an FTE.
STAFFING ON THE RISE75% OF NONPROFITS ALLOCATE ½ FTE
STAFFING ON THE RISE75% OF NONPROFITS ALLOCATE ½ FTE
08/17/2012 http://bit.ly/npsocial | #bbsocial 14 http://bit.ly/npSocial
FUNDING GROWS BUTFUNDING GROWS BUTFUNDING GROWS BUT43% OF NONPROFITS ALLOCATE $0 TO SOCIAL
FUNDING GROWS BUT43% OF NONPROFITS ALLOCATE $0 TO SOCIAL
08/17/2012 http://bit.ly/npsocial | #bbsocial 15 http://bit.ly/npSocial
FUNDRAISING STILL LACKINGFUNDRAISING STILL LACKINGFUNDRAISING STILL LACKINGNOT MANY HAVE RAISED OVER $10K THROUGH SOCIALFUNDRAISING STILL LACKINGNOT MANY HAVE RAISED OVER $10K THROUGH SOCIAL
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TOP 3 FACTORS FOR SUCCESSTOP 3 FACTORS FOR SUCCESSStrategy. Priority. Staffing.
StaffingStrategy Prioritization
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SOCIAL CRMWhere we’re headed …
SOCIAL CRM
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June 2008
18
SOCIAL CRM
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Going Social
NWF AND CONSTITUENT DATAg
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NWF’S CONSTITUENT DATA
• Attributes (age, interests)
• Affiliations (schools, state affiliates, partner organizations)organizations)
• Interactions (mail/email, h ll i phone calls, in-person
meetings)
Wh t th ’ d ith • What they’ve done with us (donated, taken action, volunteered, subscribed, shopped attended a rally)
08/17/2012 http://bit.ly/npsocial | #bbsocial 21
shopped, attended a rally)
DOESN’T OFTEN TRANSLATE ON SOCIAL
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HOW DO YOU MAKE SENSE OF THE CROWD?
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WE WANT TO ENGAGE SMARTER
08/17/2012 http://bit.ly/npsocial | #bbsocial 24
HAVE ACCESS TO RELATIONSHIP HISTORYSeeing our internal tags on our live tweet/comment stream:
08/17/2012 http://bit.ly/npsocial | #bbsocial 25
WHAT DOES ADDING SOCIAL DATA DO?
Oh wow, the person who just re-tweeted usdonated $1,000 last year. Let me message$ , y gthem a quick “Thank you for sharing.”
This volunteer has a big Klout score.Maybe when I see her this weekend
I should ask her to guest blog for us.
We want to reach our activists onsocial media Should we invest oursocial media. Should we invest ourresources in a Facebook App or Twitter campaign?
08/17/2012 http://bit.ly/npsocial | #bbsocial 26
ADD “CONTACTS”
08/17/2012 http://bit.ly/npsocial | #bbsocial 27
LEARNING MORE ABOUT OUR CONSTITUENTS
08/17/2012 http://bit.ly/npsocial | #bbsocial 28
UNDERSTAND THEIR AFFINITY
08/17/2012 http://bit.ly/npsocial | #bbsocial 29
WE WANT TO GET TO KNOW OUR SUPPORTERS
08/17/2012 http://bit.ly/npsocial | #bbsocial 30
08/17/2012 http://bit.ly/npsocial | #bbsocial 31
FILTER BY KEYWORDS AND INFLUENCE SCORESSearching and filtering to find people via their tags and influence score
08/17/2012 http://bit.ly/npsocial | #bbsocial 32
SOCIAL SCORES HELP US TARGET
08/17/2012 http://bit.ly/npsocial | #bbsocial 33
SOCIAL DATA FOR FUNDRAISING?SOCIAL DATA FOR FUNDRAISING?
08/17/2012 http://bit.ly/npsocial | #bbsocial 34
USING THE DATA TO IMPROVE FUNDRAISING
• Segmentation- Know where to engage with peopleKnow where to engage with people
• Deeper relationships- Know more about people- Have that data at your fingertips
• Increased engagement- Talking to people where they hang outTalking to people where they hang out- Knowing more about them - = An opportunity to increase the number of meaningful touches / interactions you
have with them.
• Results- We’ve seen results improve by up to 40% in certain types of fundraising when social
media is used effectively.
08/17/2012 http://bit.ly/npsocial | #bbsocial 35
y
http://bit.ly/iP36Pcp y
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QUESTIONS?QUESTIONS?http://bit.ly/npsocial
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http://blackbaud.com
08/17/2012 38http://bit.ly/npsocial | #bbsocial