NetWits Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s Impact

NetWits Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s ImpactDecember 18, 2009

Mark Davis

Mark Davis | Page #2 © 2009 Blackbaud

Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s Impact

Session Speakers and Agenda

Speakers· Mark Davis, Director of Technical Solutions, Blackbaud

Agenda· Introductions · Summary of Research Findings· Blackbaud Internet Solutions Overview

Special Thanks· Jodie Kolkowski, National Consultant, American Heart Association· Donna Wilkins, President, Charity Dynamics



Email as the Historic Driver of Online Growth

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009* $-

$250,000,000

$500,000,000

$750,000,000

$1,000,000,000

Estimated Annual US-Based Online Event Fundraising

Online fundraising represents about 30% of the overall event fundraising

Compared to 5% for the overall giving (Source: Giving USA 2008)



People Spend More Time on Social Networking Sites than Email

Source: Nielsen/NetRatings Report March 2009



Why Bother with Facebook?

Facebook Statistics1

• Over 250 million active users

• 2/3 outside of college• Fastest growing

demographic is 35 years and older

Email vs. Facebook• 27 Average Emails• 130 Average Facebook

Friends1

Fundraising Myth?• Fundraising not

successful on Facebook3 • Fundraising Success in

Events

Sources:1. Facebook.com Statistics2. Nielsen/NetRatings Report March 20093. Washington Post, April 22, 2009



The Promise of Social Media

Facebook

Twitter

Source: Google Trends



Research Project Outline Charity Dynamics / Blackbaud Partnership

750+ Events in 2009 and 66,000 event participants

Project Objective· To investigate the impact that social networking sites

like Facebook, Youtube and Twitter have on fundraising efforts enabled by Sphere® Events™.

Research Methodology· Staff Interviews· Data Analysis· Participant Surveys· Website Canvassing

http://images.google.com/imgres?imgurl=http://www.thetechherald.com/media/images/200848/FacebookLogo_13.jpg&imgrefurl=http://www.thetechherald.com/article.php/200848/2515/British-juror-removed-after-asking-Facebook-friends-for-case-opinions&usg=__d1R-8t0F50ce3IFPrjXoh8FQWfQ=&h=400&w=600&sz=11&hl=en&start=13&um=1&tbnid=Dv2nKpYU3QTjxM:&tbnh=90&tbnw=135&prev=/images?q=friends+asking+friends+logo&hl=en&rlz=1T4GGLL_enUS307&sa=N&um=1



SUMMARY OF RESEARCH FINDINGS



Organic activities

Blogging Updating Facebook

status Adding a link or photo to

Facebook or Twitter Creating a video file Creating a YouTube Tweeting

Today’s Integrated Tools

YouTube embedded in Friends asking Friends

Twitter embedded in Friends asking Friends

FeedRaiser Boundless Fundraising

FAF Facebook application

Personalized video



Social Networking / Friends Asking Friends

• Update activities

• Speak up for causes

• Express opinions

• Influence others

• Active

• Community leaders

• Proud of your organization

• Emotional stories

• Reach friends & family

Social

Networking

Friends Asking Friends

Participants



Research Questions Are Facebook and Twitter effective solicitation tools for participants?

Does using a YouTube video impact a participant’s fundraising success?

How does email fundraising compare with Social-Media fundraising?

Who is using these tools?

What are the best techniques to make sure they are adopted?



Email v Tweet v Feed v BF



Social Media Impact on Returning Participants

Fundraising Goal Total Donations$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$300.00

$256.72

$225.90

$70.55

$22.97

Annual Increase from 2008 to 2009

Twitter Users No Social Media

Increase Fundraising Goals Matched by

Increase Fundraising Totals

Returning Participants Using Twitter for the First

Time Increased Fundraising Goal 4X Non-Social Media

Users.

Additional Social Media Tools Incentivized

Returning Participants



Boundless Fundraising Results

Avg. Participant Raises 15 to 40% More with Boundless Fundraising Application

75% of Boundless Fundraising Driven Donations are from New Donors



New Developments – YouTube and Personalized Video

Results Pending – Impact on Gift Size, Donor Conversion

Available to share with friends in email, share a link on social media

sites, blogs

Offer participants a personalized video

Improve Fundraising Personal Page with a YouTube-hosted Video



Profile of Participants Using Social Media

Top Fundraisers· Use all tools available· Email· HQ Updates· Video· Social Media· Blogging· Offline

Slackers· Will make a couple of clicks to

use easy social media· Will not send email, upload a

picture· Go from $0 to low dollar

fundraiser· The “Coolness Factor”

http://images.google.com/imgres?imgurl=http://www.mcglinch.com/blog/uploaded_images/slacker_rocks-763854.jpg&imgrefurl=http://www.mcglinch.com/blog/labels/doodles.html&usg=__1R46geMenSBKjPzqmybikXw5xec=&h=475&w=478&sz=45&hl=en&start=25&tbnid=OoqsHPF4pO_CAM:&tbnh=128&tbnw=129&prev=/images?q=slacker&gbv=2&ndsp=20&hl=en&sa=N&start=20



Used by Most Successful Fundraisers

Social Media Users Are Your Top Supporters

Social Media Users Come Closer to

Reaching their Goals

Social Media Users Set the Highest Goals

No Social Media

Twitter Feedraiser Boundless Fundraising

$0.00

$100.00

$200.00

$300.00

$400.00

$500.00

$600.00

$700.00

$800.00

$276

$660

$456

$692

$97

$590

$272$314

Avg. Fundraising Goal $ Online Donations per Participant



Participants are Becoming Multi-channel Fundraisers

• Update their picture

• Create YouTube video

• Email

• Facebook

• Tweet

• Offline



Profile of Donors Giving through Email

Email Prospects Immediate family Close friends Co-workers

Social Networking Prospects Immediate family Extended family Close friends Friends of friends College and high school

classmates Co-workers Past co-workers Business networking

contacts



Comparing Email and Social Media

Lower Conversion Rates Offset by Higher Impressions

Facebook (Feedraiser

)

Twitter Email0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

0.26% 0.27%

25.00%

Conversion Rate

Facebook (Feedraiser)

Twitter Email -

10,000

20,000

30,000

40,000

50,000

60,000

70,000 65,000

35,000

14,000

Estimated Impressions

Note: Assumes 500 Participants Using Solicitation Tools



Average Gift Expectations

Younger, Newer Donors

Less Impactful Appeal

Less Connection between Participant and

Donor

Expect Lower Gift Sizes

Facebook (Feedraiser)

Twitter Email Facebook (Boundless Fundraising)

$0.00

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$44.35 $42.83

$55.34

$45.28

Average Gift



Marketing Best Practices – Make Your Participants Aware

Highlight in recruiting

Promote use in HQ

Promote in participant engagement emails

Urge team captains to promote to their teams

Reminder in phone calls



How Participants Find These Tools



Example: Alzheimer's Memory Walk

Provide Social Media Tool-kit· Tip Sheets, Facebook Join Links, Badges



To-Do List

Assess which social media tools are of most interest to your participants

Enable FeedRaiser for Friends Asking Friends

Enable YouTube for Friends Asking Friends

Enable Twitter for Friends Asking Friends

Consider additional investment in Personalized Video or Boundless Fundraising Friends Asking Friends application



BLACKBAUD INTERNET SOLUTIONS OVERVIEW



TwitterFacebook

(Feedraiser)YouTube Social Media Toolkit

Blackbaud Sphere® Events™ – Social Media Toolkit

Released in June 2009 Included as Part of Blackbaud Sphere Events Easy to Activate for Any Event



Facebook - Boundless Fundraising™ Automated Friend &

Participant Notifications

Customizable Fundraising Badge

One-click Friend Inviter

Simple Participant Download Options



Fundraising Badge Gallery



Key Take-Aways Social Media Tools Provide Greater Reach with Lower Conversions

New Channels Bringing in New Donors

Participants are Becoming More Demanding Fundraisers

“[Arthritis Foundation] was able to boost its overall fundraising results for this year’s event by 22 percent and its participation by 15 percent by leveraging social media tools integrated with Friends Asking Friends technology.”

- Blackbaud Press Release, December 16, 2009



QUESTIONS AND ANSWERS

Thanks!

Technology

NetWits Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s Impact