Leveraging Social Media To Raise Funds for Nonprofit Organizations
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Leveraging Social Media To Raise Funds for Nonprofit Organizations

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The third session in the Web-wise series, you will learn to understand the recent explosion of social media and its application to nonprofit organizations, presented by Dan Gonzalez, Web Manager, Sage ...

The third session in the Web-wise series, you will learn to understand the recent explosion of social media and its application to nonprofit organizations, presented by Dan Gonzalez, Web Manager, Sage Nonprofit Solutions.

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  • Just a few available resources that can help provide you with information, resources and support
  • Social media is a promising experimental touchpoint that your constituents are increasingly using. The number of Americans who participate in a social-networking service has more than quadrupled since 2005, rising from 8% to 35% of the adult population. Analysts predict that number will grow to 50% of the adult population by 2011. In total, social media accounts for close to 30% of total U.S. media consumption.
  • Develop a plan: Determine Target, Objectives, Actions, success metrics, resources required.
  • Most nonprofits usually don’t fall into the early adopter camp when it comes to the latest in technology including Social Media adoption. However, at some point (sooner rather than later), your organization needs to get involved with the latest experimental touch points like Social Media or risk the chance of being left behind and irrelevant with your donor base and prospects.
  • Applying the 70-20-10 Rule can help your organization build a business case to begin experimenting with the latest technologies. If companies and organizations don’t invest in experimental touchpoints, they risk falling behind customers’ shifting touchpoint preferences overtime. To maintain relevance in a changing media environment, it becomes necessary to invest in experimental touchpoints –with no expectation of ROI within the first year.
  • To seize this new opportunity, you’ll need to overcome three challenges or perceived risks that are common to all organizations. Here are the three most common risks and some ideas for how we could guard against them: Risk of Exposing Sensitive or Classified Information Risk of Losing Control of the Brand Risk of Spread of Negative, Inflammatory, or False Information

Leveraging Social Media To Raise Funds for Nonprofit Organizations Leveraging Social Media To Raise Funds for Nonprofit Organizations Presentation Transcript

  • Daniel Gonzalez, Web Manager Sage Nonprofit Solutions [email_address] Web Wise: Leveraging Social Media To Raise Funds
  • Such much info, so little time…. Sage Nonprofit Solutions social media survey results Understanding social media and application Practical tips on getting started Strategies for listening, monitoring & measuring
  • Is Social Media a Fad?
    • Welcome to the Revolution - Socialnomics
    • http://www.youtube.com/watch?v=sIFYPQjYhv8
  • Sage Nonprofit Solutions Social Media Study 2009
    • August 2009, email sent to 7,500 Chronicle of Philanthropy subscribers
    • Invited to online survey to discover how nonprofits are using social media for their fundraise and outreach programs
    • Sent to development titles from orgs with AOBs of >$500K
    • 17% response rate
  • Topics Covered in Survey
    • Types of social media nonprofits are participating
    • Length of time participating
    • Specific tools used when participating
    • Types of activities during participation
    • Goals for participation
    • Success with participation to date
    • Reasons for not participating
    • Acceptance of online donations
  • Social Media At Work
    • Since distributed in late October, this survey picked up by:
    • The NonProfit Times
    • The AFP blog
    • The Daily Tell blog.
    • Philadelphia Business Journal
      • Also blogged by Peter Key on the Biz Journal’s Portfolio blog
    • Nonprofit Technology News
    • eJewish Philanthropy blog
    • Charity Village cover story
    • Nonprofit consultancy GG+A
    • ChildFund International
  • Sage Nonprofit Solutions Social Media Study 2009*
    • Participation Rate
    *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • Sage Nonprofit Solutions Social Media Study 2009* Experience With Social Media *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • Sage Nonprofit Solutions Social Media Study 2009* Time Spent Per Week on Social Media *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • Sage Nonprofit Solutions Social Media Study 2009* Types of Participation on Social Media *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • Sage Nonprofit Solutions Social Media Study 2009* Specific Tools Used When Participating *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • Sage Nonprofit Solutions Social Media Study 2009* Types of Activities Performed *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • Goals for Social Media Participation Sage Nonprofit Solutions Social Media Study 2009*
  • Success with Social Media Participation Sage Nonprofit Solutions Social Media Study 2009*
  • Reasons for Not Participating in Social Media Sage Nonprofit Solutions Social Media Study 2009* *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • When Will Begin Participating Sage Nonprofit Solutions Social Media Study 2009* *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • Accepting Online Donations Sage Nonprofit Solutions Social Media Study 2009* *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • Online Donation Solution Sage Nonprofit Solutions Social Media Study 2009* *Released October 2009, Sage Nonprofit Solutions, The Chronicle of Philanthropy
  • Summary
    • 88% use some form of social media; more than half using for less than a year.
    • 45% of non-adopters are unsure of relevance / advantages.
    • Most popular type of SM used is social networking (Facebook), followed by blogging / microblogging (Wordpress, Twitter).
    • 91% of respondents raise funds online; only 58% of those using social media, cited fundraising as a goal.
    • 70% recognize social media as very or somewhat important to their organization; while only 9% are very satisfied.
    • Lack of time & resources, unsure of relevance, no expertise cited as main reasons for non participation
  • Such much info, so little time…. Sage Nonprofit Solutions social media survey results Understanding social media and application Practical tips on getting started Strategies for listening, monitoring & measuring
  • Understanding Social Media
    • It’s a Conversation
    • It’s Relationship Building
    • It’s about Sharing
    • It’s a Collaboration of…
      • Ideas
      • Thoughts
      • Goals
      • Dreams
  • Social Media Defined
    • Social media is media designed to be disseminated through social interaction.
    • Social media uses Internet and web-based technologies to transform monologues (one to one) into dialogues (one to many).
    • Social media transforms people from content consumers into content producers.
    • View this now-classic video “Social Media in Plain English” by Common Craft http://www.youtube.com/watch?v=MpIOClX1jPE
  • Ladder of Engagement
  • Tools of Social Engagement
    • Blogs : Blogger , LiveJournal, Open Diary, TypePad, WordPress , Vox, ExpressionEngine, Xanga
    • Micro-blogging / Presence applications : fmylife, Jaiku, Plurk, Twitter , Tumblr, Posterous, Yammer
    • Social networking : Bebo, BigTent, Elgg, Facebook , Geni.com, Hi5, LinkedIn , MySpace , Ning, Orkut, Skyrock
    • Social network aggregation : NutshellMail, FriendFeed
  • Collaboration Tools
    • Wikis : Wikipedia , PBwiki, wetpaint
    • Social bookmarking (social tagging): Delicious , StumbleUpon , Google Reader , CiteULike
    • Social news : Digg , Mixx, Reddit , NowPublic
    • Opinion sites : epinions , Yelp
  • Multimedia Tools
    • Photo sharing : Flickr , Zooomr, Photobucket, SmugMug , Picasa
    • Video sharing : YouTube , Viddler, Vimeo, sevenload
    • Livecasting : Ustream.tv, Justin.tv, Stickam, Skype
  • We have evolved from this…
  • …to this.
  • Our world has evolved…
    • MySpace
    • Second Life
    • Facebook
    • YouTube
    • Twitter
    Applied Social Media for Nonprofits
    • MySpace ‘Impact’ raising money for chosen causes through MySpace user's personal profiles.
    • Charities can set up and customize their own profile page with news, videos, fundraising tools and more.
    • A community where users can share photos, journals and interests with a growing network of mutual friends!
    • Over 25,000 nonprofits have MySpace pages
      • Save Darfur - Taking small steps that can make a big difference.
      • The Burrito Project – Provide people with the means to become active members in their community.
    MySpace Fundraising
  • Second Life Fundraising
    • Second Life is a multiplayer 3D community on the Internet.
      • Users create their own characters - called avatars
      • Build a virtual world, bustling with commerce, social interactions, and civic activities.
    • American Cancer Society Relay For Life event in the Second Life world.
      • Walk-a-thon in cyberspace, where SL residents gather, camp out, dance, donate money and of course walk…virtually.
    • Raised more than $200,000 in 2008
  • Facebook Causes
    • Over 300 million Facebook users
    • Causes has over 30 million active monthly
    • Raised $12M + for nonprofits in US & Canada in 2008
    • $7.6 million+ raised in 2009 to date
    • 235,000 Causes benefiting 45,000+ nonprofits
      • Support the Campaign for Cancer Research - 4.6 million members, $86,974 donated
      • Animal Rights - 2.8 million members, $46,561 donated
      • Love Without Boundaries Foundation -12,624 members, $151,929 donated
  • YouTube Fundraising
    • Wellstone Action – Antiviolence Charity
    • http://www.youtube.com/watch?v=4-94JhLEiN0
    • Since posting on YouTube, it has become viral.
    • Nearly 20M downloads and comments from all over the world.
    • The Chronicle of Philanthropy picked up story plus several entertainment news venues including “The Today Show”.
    • At last count the video had over 21,500,000 hits, and has raised over $15,000 for the Sheila Wellstone Institute.
  • YouTube Fundraising
    • Example: Pink Gloves Dance – National Breast Cancer Foundation http:// www.youtube.com/watch?v = OEdVfyt-mLw&feature =related
    • Video features over 200 doctors, nurses, technicians, administrators and staff from Providence St. Vincent Medical Center in Portland, Ore.
    • A portion of sales from the pink gloves, made by Medline Industries in Illinois, will provide mammograms for uninsured women.
    • Has been viewed by more than 3.7 million people, with more than 4,000 leaving comments.
  • Twitter Fundraising
    • Twestival 2009 - Raised over $250K for charity: water
      • On a single day, people in 202 cities around the world raise money for a single cause.
      • Twestival Fundraising Total for 2009 is $750k+
    • Tweetsgiving 2009 – Raised $30K total for Epic Change project in Tanzania.
      • $10K raised in first 48 hours of 72 hour event.
      • Beth Kanter reportedly raised $3K in 90 mins.
    • Livestrong Foundation - $25K for cancer research
      • $25K pledge if CEO reached 25K followers in 3 days.
  • Twitter Corporate Success
    • Dell Rings Up $6.5 Million in Sales
      • From promotions on Twitter over past 2 years
      • Sign ups to get Dell’s tweets risen 23 percent in past three months to total 1.5 million users
      • Only fraction of Dell’s $61.1 billion annual revenue
      • 100+ employees send out tweets -- over 35 different channels
      • Total reach of 3.5 million people across the Web through social networks, community sites, Direct2Dell.com and IdeaStorm .
  • Summary
    • Skepticism social media can’t match $ raised with traditional fundraising
    • Survey results confirm charities are late adopters to social media in general.
    • No evidence to show that social media will replace conventional fundraising tactics
    • Social media is not a replacement, it’s diversification
    • It’s only one tool in the ever growing FR tool kit
  • Such much info, so little time…. Sage Nonprofit Solutions social media survey results Understanding social media and application Practical tips on getting started Strategies for listening, monitoring & measuring
  • Tips For Getting Started
    • Research. Meet your constituents where they are.
    • Build strategy. Select the tools based on your constituents, and what you can manage with available resources.
    • Share. Use videos and pictures to share stories.
    • Empower. Pick the right staff, empower them and let them be themselves.
  • Tips For Getting Started
    • Be flexible. Communities will change and so will the tools.
    • Integrate. Don’t forget your website & integration. Bring all your online communications together and repurpose content.
    • Define success. Change how you define it. It’s about content rather than numbers; relationship-building rather than “marketing”.
    • Pause and re-evaluate. Keep listening, and give yourself time to build community, trust, and conversation.
  • Getting Started w/ Facebook Causes
    • Link Causes application to your org’s profile
  • Facebook Causes
    • View your personal impact, activity of friends
  • Facebook Causes
  • Facebook Causes
    • Collect donations
    • Name : successful causes have names with action words that convey urgency
    • Mission : explain your issue in one compelling sentence
    • Position : maximum of three – can be core beliefs, key facts/statistics, or actions/goals
    • Picture : use an image that is clear, simple and evocative – consider using an action picture instead of your logo
    Facebook Causes Tips
      • Gordon, Susan. 2009 April 28. Facebook for Nonprofits. [NTEC session]. <https://www.ntenonline.org/eweb/DynamicPage.aspx?webcode=SesDetails&ses_key=e47cc396-6210-4d8b-8946-d8197c5770e8&hide=1>. Accessed 2009 May 28.
  • Such much info, so little time…. Sage Nonprofit Solutions social media survey results Understanding social media and application Practical tips on getting started Strategies for listening, monitoring & measuring
  • Listen To Who’s Talking
    • Find out where your constituents are and get involved in the conversation
      • For Twitter use: http:// search.twitter.com
      • Search using keywords and terms that are related to your cause
    • Do same with Facebook, LinkedIn, MySpace and find out where donors are and what they’re saying.
    • Get set up with search tools, such as:
      • Technorati
      • SocialMention
      • Google Alerts
      • Google SideWiki
  • The Discussion Is Going On Without You
  • Social Media Monitoring
    • Discovery - How are you discovering conversations?
      • Paid monitoring services like Radian6, Nielsen , Cymfony ,
      • Use keyword watch lists and alerts; doing persistent searches: Technorati, Feedster, Google Alerts, etc.
    • Aggregation - Need to gather up all your data sources; all your inputs.
      • Can use commercial feed reader, like Google Reader , Netvibes , My Yahoo! Or proprietary dashboard, like TruCast
      • For most organizations their email inbox continues to be the preferred repository for this information
  • Social Media Monitoring
    • Escalation
      • This is where a program transitions from passive watching tactics, to analysis, response planning and ultimately, to participation.
      • Needs to be some sort of logical escalation path for getting front line issues to behind-the-line experts – quickly.
      • This can be achieved by a simple group email alias inbox.
    • Participation
      • Direct methods, like comments, posts, tweets, emails, etc
      • Indirect methods of participation like social bookmarks, tagging, favorites, “likes,” etc
      • A combination of both likely works best. Picking which form is right for a given context will take some experience and skill, but mostly patience.
  • Social Media Monitoring
    • ConversationTracking
      • Keeping track of all the posts, tweets, comments, links, and otherwise, where you’re participating in conversations.
      • Use a commercial CRM or one of the many comment management systems on the market, like co.comment .
      • Worst case, rely on email strings to help track important conversations
    • Conversation Archiving
      • Greatest challenge of any social media monitoring and response program is recording or archiving actions taken, opportunities lost, and most importantly, outcomes achieved.
      • Capturing and recording conversation patterns, identifying gateway topics, keyword mentions and the frequency/sentiment of sources,
  • Measuring Social Media Success
    • Social Media metrics can be difficult to measure
    • There are many strategies to measure success:
      • Return on Investment (ROI)
      • Return on Engagement (ROE)
      • Return on Objectives (ROO)
  • Social Media Activity Metrics
    • Pageviews
    • Unique visitors
    • Members
    • Posts (ideas/threads)
    • Number of groups (networks/forums)
    • Comments & Trackbacks
    • Tags/Ratings/Rankings
    • Time spent on site
    • Contributors
    • Active contributors
    • Word count
    • Referrals
    • Completed profiles
    • Connections (between members)
    • Ratios: Member to contributor; Posts to comments; Completed profiles to posts
    • Periods: By day, week, month, year
    • Frequency: of visits, posts, comments
  • Social Media Survey Metrics
    • Satisfaction
    • Affinity
    • Quality and speed of issue resolution
    • Referral likelihood
    • Relevance of content, connections
  • Measuring Return Return on Objectives (ROO) Approach to Measuring Social Media Effectiveness Financial Outcomes Behavioral Objectives Attitudinal Objectives Volume/ Transactional Metrics
    • Donations
    • Sales
    • Profits
    • Behavioral metrics
    • Qualified leads
    • Engagement indicators
    • Attitudinal metrics
    • Perceptions
    • Affinity
    • Likelihood to recommend
    • Friends
    • Followers
    • Sentiment
    • Posts
    • + Ratings
    Most marketers work right to left, beginning with easily measurable volumetrics and stretching to link to profits Then, work left to right from pre-agreed attitudinal or behavioral objectives to ID transactional social media metrics Sample Metrics Instead, identify objectives that key stakeholders have “pre-agreed” correlate to positive financial outcomes 1 2 Metrics-to-Outcomes Chain
  • Sample Organization Financial Outcomes Behavioral Objectives Attitudinal Objectives Volume/ Transactional Metrics
    • Donations
    • Web visit frequency
    • Use of web-based diagnostics
    • Time on web site
    • # of client followers
    • # of client click-thrus to Alpha’s website
    Hypothesis*: Advocates who follow our Twitter feed show higher engagement with our website Alpha Org works back from web engagement behaviors to identify Twitter metrics that correlate to those objectives Alpha Org knows from previous analysis that advocate engagement with content on its site is predictive of donations 1 2 Alpha Org doesn’t track attitudinal objectives here—it can look at data to observe web behavior for followers vs. non-followers, and before/after follower status to get a direct link to behavioral objectives 3
  • Dell Twitter Case Study
    • Business Goal: Increase sales
    • Audience: Customers and Prospects
    • Social Media Strategy: Provide forum for support to customers and opportunity to provide them with discounted products.
      • Twitter: Dell established their Twitter account two years ago
    • Business Results:
    • ROI: Dell made more than $3 million from Twitter followers who clicked through it’s (Twitter) posts, to its Web sites to make purchases .
    • Trend: Dell has “made more than $1 million in the past 6 months” utilizing Twitter
  • Dell Twitter Case Study
    • Social Media Tactics:
    • Coupons: Dell distributes valuable discount coupons through Twitter
    • Customer Service: Dell answers questions and solves problems by engaging with their audience
    • Crowdsourcing: like their efforts at Ideastorm , they crowdsource their Twitter network for ideas on products, services, processes, and anything related to making their consumers satisfied
    • Network: Dell integrated their Twitter network of followers with their Facebook fans for their Facebook company page.
      • They convert Twitter followers to Facebook fans and vice-versa
  •  
  • Summary
    • Find out where your constituents are and get involved in the conversation.
    • Understand which tools can help monitor your social media efforts
    • Determine which metrics will define success for you (# of followers, # of fans, satisfaction, affinitiy,etc.)
    • Look at like organizations and even companies that do it well and mimic their efforts
    • You don’t have to do everything, but you do need to get involved and stay involved.
  • It’s a process…
    • The reason social media is so difficult for most organizations:
    • “ It's a process, not an event.”
    • Dating is a process. So is losing weight, being a public company and building a brand.
    • On the other hand, putting up a trade show booth is an event. So are going public and having surgery.
    • Events are easier to manage, pay for and get excited about. Processes build results for the long haul.
      • Seth Godin
  • Q & A Dan Gonzalez - Web Manager, Sage Nonprofit Solutions [email_address] http://www.facebook.com/pages/Sage-Nonprofit-Solutions/61758989401 http://twitter.com/sagenonprofit
  • Available Resources
    • Idealware, a 501(c)3 nonprofit, provides candid Consumer-Reports-style reviews and articles about software of interest to nonprofits.
    • TechSoup offers nonprofits a one-stop resource for technology needs by providing free information, resources, and support.
    • NTEN is the membership organization of nonprofit professionals who put technology to use for their causes, and is a community of peers who share technology solutions across the sector and support each other’s work.
  • Index
    • Additional resource slides
  • Your constituents are participating
  • Social Media Search Volume
  • Proposed Social Media Plan
    • What metrics will you use to determine that your strategies are successful?
    Success Measures
    • What shared resources will you require (headcount, IT, service fees, etc.)?
    • Will this initiative be covered in your current P&L or are you planning to seek resource support?
    Investment Necessary
    • What are the things you will do to achieve your objectives?
    • How often will you be participating in consumer conversations?
    • Under what circumstances would you discontinue your conversation?
    Action Required
    • What consumer, customer or business problem or opportunity does this initiative address?
    • Why is social media the best tool to support this strategy?
    • Are there any risks to the org if we do not implement this initiative?
    Business Objectives
    • Who is your target audience?
    Target
  • Website Online Giving Contextual Marketing Social Networking Online Donor Portal Virtual Events Online Advocacy e-Commerce Profiling Mobile Giving Nonprofits will follow a natural progression of e-Philanthropy adoption, with variations depending on their unique strategy. e-Philanthropy Adoption
  • Business Case Argument: The 70*20*10 Principle Entirety of Marketing Communications Spend Across the Fiscal Year 70% 20% 10% Emerging Touchpoints Experimental Touchpoints
    • Have established metrics
    • Customers demonstrably using these touchpoints
    • Accepted by non-marketing decisionmakers internally
    • Building benchmarks, tying to marketing outcomes
    • Customers demonstrably adopting these touchpoints
    • Decisionmakers beginning to appreciate the power of these touchpoints
    The highest ROI emerging touchpoints eventually become “tried and true” The best of the experimental become emerging the following year
    • No expectation of in-year ROI
    • Touchpoints that front-edge customers are beginning to use
    • Decisionmakers edgy about these touchpoints
    Tried and True Touchpoints
  • Perceived Risks to Overcome Common Challenges Faced in Social Media Environment Sample Techniques for Overcoming Those Challenges 1. Exposure of Sensitive or Classified Information
    • Establish Employee Social Media Use Guidelines
    • Have Legal/Compliance “Pre-Approve” Stock Set of Tweets, Responses, Etc.
    2. Loss of Brand Control 3. Spread of Negative, Inflammatory, or False Information
    • Start By Socializing Existing Content (ex: website, whitepapers, commercials)
    • Select Social Media Platforms That Let You Moderate and/or Approve Posts
    • Partner with Legal to Define Social Media Response Guidelines
    • Establish Escalation Protocols for Handling Any Potentially Threatening Situations