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Learn how you can increase funding by integrating social media into your nonprofit's strategies and campaigns.
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Using Social Media to Increase Donations C-CRM18 Lara Brown
Senior Marketing Manager Sage Nonprofit Solutions
Online giving and social media usage is exploding • Online giving
– 140 large nonprofits surveyed raised a combined $1.2 billion in online donations in 2010 compared to $887 million in 2009. That’s an increase of 35%!*
• Facebook – There are > 500 million active Facebook users. 50% log on to
Facebook on any given day. Largest growth is 35+, with 55+ growing at 922%.
• Twitter – Users now send a billion Tweets every 8 days—by comparison, it
took 3 years, 2 months, and 1 day to reach the first billion Tweets.
• YouTube – 179 million people watch video online, 77% on YouTube
* The Chronicle of Philanthropy.
How does social media promote online giving? • Contributes to each stage of the giving cycle
• Keeps donors engaged online
• Expands your audience
• Promotes advocacy
• Builds stronger ties with donors
• Mobilizes supporters
• Taps into human nature
Aware
Respond
Donate
Advocate
Social media enables each stage of the giving cycle
Strangers
Fundraisers
Donors
Friends
Source: Seth Godin, Flipping the Funnel
Social media helps keep donors engaged online • It’s far cheaper to retain a donor then recruit a new one
• Engaged donors are more valuable: – Donate more often with larger donations – Take more actions: volunteering, recruiting donors, attending
events – Tell more people about your organization – Fundraise on your behalf, if you enable them to
Social media taps into the human need to feel:
• Connected with others
• In the know
• Heard and understood
• Recognized
Listen Participate Measure Evaluate
“It’s about conversations, and the best communicators start as the best listeners.” Brian Solis, Social Media Manifesto
Listen before you participate
Tips on Listening
• Don’t just listen on your own social properties. – Go where conversations are already taking place and be a part of
them, commenting on blogs and Facebook posts, Tweets
• Subscribe to RSS feeds and use Google Reader to manage and categorize them by area of interest
• Track what other successful, like-missioned organizations are doing so you can leverage it
Tips on participating
• Be a human
• Make it personal
• Use conversational language
• Keep it jargon free
• Show your passion
Above all, be authentic!
You can’t manage it if you can’t measure it • Establish goals and metrics and re-evaluate them
– Number of social mentions – Increase in Facebook likes and Twitter followers – You Tube video views – Blog comments – Increased traffic to your web site – Influence (Klout score)
• Social media measurement tools – www.socialmention.com – www.tweetreach.com – www.search.twitter.com
Who can name at least 6 of these social media properties?
Best practices for social media success
• Social media is about strategy, not tools – Understand where it fits within your mission, goals, audience – Integrate it with other online and offline strategies and tactics
• On Facebook, focus efforts on your page
• Drive traffic back to your core web site
• Make it easy for supporters give and get involved
• Develop content to keep donors engaged
Social media is about strategy, not tools • How does social
media fit within your mission, strategy and goals?
• How can you integrate social media with existing online and offline strategies and tactics?
Focus on your Facebook page • Gives you the
greatest return.
• Nonprofits raised $3 Million on Facebook Causes in 2008, but at an estimated cost of $300 Million to sector.
• Livestrong raised an average of only $.13 per member.
Drive traffic from social properties to your core web site • When people want to learn about a cause they go the charity’s
Web site
• Your website and email is still where you see the majority of engagement.
Core Website
Offline
Social Properties
What people want to know when they get to your website*
* Source: Community Web 2.0
80% 74% 71%
43%
0%10%20%30%40%50%60%70%80%90%
100%
Impact Success Stories Details About theOrganization
FinancialAccountability
Make it easy for them once they get there • Simplify donation pages
– No need to sell them at that point – Reduce the number of clicks – Don’t send them off to a third-party site to donate
• Everyone is a potential advocate – Give them multiple ways to get involved (register, subscribe) – Make sure they have the tools to share your story – Lower the barrier to entry for people to engage with you.
• Allow them to give in context – Provide donation forms on every page with high-value content
• Ask! For time, for money, to share your story
What the Jazz Foundation is doing right • Explain their mission
• Provide case studies
• Offer multiple ways to get involved
• Make it easy (minimize clicks)
• Show a progress bar
• Stay on website instead of going to another site to give
• Enabling sharing (share this page, embed the form)
• Giving in context
Soft ask: Low barrier to entry
Good content should accompany every giving opportunity • Assign resources
• Do a content audit
• Create an editorial calendar – Include holidays and events
to spark ideas
• Make and upload video
Video is a great way to show it, not tell it • Easy to create and upload
• Share your story
• Include a call-to-action at the end and point it to your site with supporting content.
• Keep videos short (1-2 min), focused, authentic, use humor
• Get free YouTube account: youtube.com/nonprofit – Benefits include ability to add a call-to-action overlay on your
video.
Common fears around social media
• Lack of internal resources/time/budget – There is cost associated with it
• Lack of knowledge/expertise – Deputize someone in your organization – Familiarize yourself with the tools
• No guidelines in place – Create a policy, there are many
examples online
Common fears around social media
• Lack of support by leadership – Start small, show results
• Not convinced about the value/ROI – Will need time to prove out
• Losing control of the conversation – Create a plan to respond to
negative comments/PR like the Bronx Zoo
Questions to ponder • Where does social media fit within your mission, strategy, goals
and audience?
• How can you integrate social media with existing strategies, campaigns and tactics?
• Are you driving email and social media users to your website?
• Does your website make it easy for visitors to take action?
• Do you have existing content you can leverage for videos / blogs?
• Are fears about social media keeping you from getting started?