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USING SOCIAL MEDIA (DATA) FOR FUNDRAISING SUCCESS

2012 Nonprofit Social Networking Benchmark Report (4th Edition)

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Frank BarryDir. Digital Marketing

Blackbaud

@franswaanetwitsthinktank.com

Danielle BrigidaSocial Media ManagerNat’l Wildlife Federation

@starfocuswww.nwf.org

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www.NonprofitSocialNetworkSurvey.com

DOWNLOAD THE REPORT TODAY

Get the INFOGRAPHIC also … http://bit.ly/npsocial

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THE SOCIAL MEDIA LANDSCAPEWhat’s going on out there?

04/11/2023 http://bit.ly/npsocial | #bbsocial 5(Source: Buddy Media)

04/11/2023 http://bit.ly/npsocial | #bbsocial 6http://www.flickr.com/photos/jannemei/1023015396/sizes/l/in/photostream/

IT MAKES US ALL CRAZY Social Media

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WHY SOCIAL IS IMPORTANT?Why you should care?

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KEY INFLUENCERS

http://bit.ly/npoSocialArchetype

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ENGAGERS

http://bit.ly/npoSocialArchetype

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MULTICHANNEL CONSUMERS

http://bit.ly/npoSocialArchetype

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STANDARD CONSUMERS

http://bit.ly/npoSocialArchetype

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SOCIAL MEDIA FOR NONPROFITS2012

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www.NonprofitSocialNetworkSurvey.com

DOWNLOAD THE REPORT TODAY

Get the INFOGRAPHIC also … http://bit.ly/npsocial

FACEBOOK UP 30%TWITTER UP 81%

9 OUT OF 10 NONPROFITS ARE ON FACEBOOK

http://bit.ly/npSocial

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STAFFING?75% of nonprofit organizations have ¼ or less of an FTE.

STAFFING ON THE RISE75% OF NONPROFITS ALLOCATE ½ FTE

http://bit.ly/npSocial

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FUNDING GROWS BUT43% OF NONPROFITS ALLOCATE $0 TO SOCIAL

http://bit.ly/npSocial

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FUNDRAISING STILL LACKINGNOT MANY HAVE RAISED OVER $10K THROUGH SOCIAL

http://bit.ly/npSocial

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TOP 3 FACTORS FOR SUCCESSStrategy. Priority. Staffing.

StaffingStrategy Prioritization

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SOCIAL CRMWhere we’re headed …

June 2008

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SOCIAL CRM

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NWF AND CONSTITUENT DATA Going Social

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• Attributes (age, interests)

• Affiliations (schools, state affiliates, partner organizations)

• Interactions (mail/email, phone calls, in-person meetings)

• What they’ve done with us (donated, taken action, volunteered, subscribed, shopped, attended a rally)

NWF’S CONSTITUENT DATA

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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

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Seeing our internal tags on our live tweet/comment stream:

HAVE ACCESS TO RELATIONSHIP HISTORY

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Oh wow, the person who just re-tweeted usdonated $1,000 last year. Let me messagethem 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 ourresources in a Facebook App or Twitter campaign?

WHAT DOES ADDING SOCIAL DATA DO?

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ADD “CONTACTS”

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LEARNING MORE ABOUT OUR CONSTITUENTS

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UNDERSTAND THEIR AFFINITY

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WE WANT TO GET TO KNOW OUR SUPPORTERS

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Searching and filtering to find people via their tags and influence score

FILTER BY KEYWORDS AND INFLUENCE SCORES

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SOCIAL SCORES HELP US TARGET

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SOCIAL DATA FOR FUNDRAISING?

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• Segmentation- Know 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 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.

USING THE DATA TO IMPROVE FUNDRAISING

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http://bit.ly/iP36Pc

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QUESTIONS? http://bit.ly/npsocial

http://blackbaud.com

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