Social Media And Engagement Strategies For Online Campaigns

Social Media and Engagement Strategies for Online Campaigns Understanding the context of social media for fundraising

Introduction What is Social Media Engage First Developing a Social Media Strategy Engagement Leads to Donations Platforms for Giving: Twitter, Facebook, YouTube, Blogs Key Concepts http://www.flickr.com/photos/ul_marga/755378645/

What is Social Media, anyway? http://www.flickr.com/photos/-bast-/349497988

A platform for conversation http://www.flickr.com/photos/61237118@N00/292848286/

Encourages conversation by multiple users

Utilizes the Power of Weak Ties http://www.flickr.com/photos/tierug/3153428697/in/set-72157611999817541/

http://www.flickr.com/photos/eelssej_/524781662/ Is organic and uncontrolled

Includes Viral Elements

Key Social platforms Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Feeds Source: Universal McCann Companies Study on Social Media Trends (March 2008) … are also about relationships

Friends & Family Trump all other recommendations influencing purchases Fellow Consumers/Reviewers Most credible form of “advertising.” Second only to personal advice from a friend

Does this compel you to shop at an Oxfam store? http://www.flickr.com/photos/wheatfields/3275747185/in/photostream/

Or is this more compelling?

Social Network Peers Are 3X more likely to trust their peers’ opinions over advertising when making a purchasing decision

Social Networks are Highly Trusted by Users http://mashable.com/2009/03/26/social-media-nonprofit-study/

What Happens There? http://www.flickr.com/photos/itzafineday/2615537456/

Social Media Influences Actions Action Taken As a Result of Social Media

Online Donors…
Fast-growing segment
Great source of NEW donor acquisition
Tend to give larger one-time gifts ($120)
Younger, higher incomes than direct mail
Good for smaller organizations
Migrate to offline giving ( mail donors do not migrate online )

http://mashable.com/2009/03/26/social-media-nonprofit-study/

http://www.emarketer.com/Article.aspx?R=1006930 ,

Growing Preference for Communication via Social Media http://mashable.com/2009/03/26/social-media-nonprofit-study/

http://www.createthefuture.com/trend_of_the_week_2008.htm http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html 64% of engaged Americans want to keep up with nonprofits through social media

Your website isn’t just your URL It’s your entire Social Web

Online Donations: It’s a Two- Step Process

Engagement Leads to Donations … not the other way around

First Step: Create Your Social Media Strategy http://www.flickr.com/photos/56597995@N00/376738951/

Begin With Organizational Goals

Evaluate Your Assets Website Existing Social Media Donors Stakeholders Staff/Volunteer Time Your Brand

http://www.flickr.com/photos/39096030@N00/3189979378/ Listen to the Conversation

Monitor a Few, Research Many

Support Your Goals with the Right Platforms http://www.flickr.com/photos/74884859@N00/3733483126/

Create Success Metrics Leading to tangible Tangible : Converts to Time and/or Money

Everyone Has to Garden! http://www.flickr.com/photos/14186757@N04/2530544019/

How Much Time? http://www.flickr.com/photos/cambodia4kidsorg/2906235414/

Map Out a Social Media Plan http://www.flickr.com/photos/33760598@N03/3147751192/

Begin the Real Engagement… http://www.flickr.com/photos/51035644987@N01/436670816/

Second Step: Support Campaigns with the Right Social Media http://www.flickr.com/photos/56597995@N00/376738951/

Successful Online Campaigns Are a result of prior social media engagement

Consider Key Platforms URL

Social Network Fundraising Examples Utilizing Twitter, Facebook, YouTube

1 st Tweetsgiving: November 2008 http://tweetsgiving.epicchange.org/join-us/ (Organized by Epic Change)

Share gratitude on twitter. Thanksgiving tie-in.
Give a brick ($10) to build a school in Tanzania using the ChipIn widget
The Effort:
Asked influencers to tweet
Good tagline “put the giving back in Thanksgiving”
Short-term (2 days)
Pre-seeded blog posts and twitterers
Recognized higher donors (over $100) on website feed
Blog and press news feed
http://meshugavi.com/2008/12/how-do-you-measure-gratitude-a-tweetsgiving-wrap-up

107 press and blogger mentions
15,830 page views, 7,563 unique visitors, from 101 countries
3,000 gratitude tweets
Top Twitter trend
$11,021 in 364 donations
http://meshugavi.com/2008/12/the-story-beyond-the-stats-in-tweetsgiving The Results:

Beers for Canada: July 1, 2009 (Canada Day) Open government data to citizens Promote transparency in public office
The Effort:
Created “Beers for Canada” microsite
Asked key twitterers and bloggers ahead of time
June 30 – July 2
Donate! Buy a beer, a pitcher, or a round for Canada

http://beth.typepad.com/beths_blog/2009/07/alistair-croll-guest-post-using-twitter-for-fundraising-lessons-learned-from-beers-for-canada.html

#beatcancer Launched at Blogworld Expo 2009. Set Guinness World Record: most social mentions in 24 hrs http://wthashtag.com/Beatcancer http://mashable.com/2009/10/19/beatcancer-sets-record/

October 22, 2009 Raised $70,000+ for four cancer charities

Causes: Some Insights from Case Studies

Young Hadassah International 48 hours Causes fundraiser People changed their profile photo to YHI logo for 48 hours Reached 1500 people Mostly $20 donations 100 new members joined the Cause In conjunction with the “Help Hadassah Heal” Campaign – website, podcasts http://nonprofitconversation.blogspot.com/2009/03/impromptu-fundraising-using-facebook.html

LFA Facebook Causes increased donations 790%! http://smartblogs.com/socialmedia/2009/07/28/a-facebook-success-story-from-the-lupus-foundation-of-america/

Causes = “Action Center”
petitions
phone calls
donations
recruit interviewees
Increased Causes membership 584% in 6 mos

Causes as “Action Center”

LFA Causes Numbers:
Jan 2009 – 3,000 membs and $630 raised
June 2009 – 21K membs and $5,700 raised
Increased donations 790% in that time
Increased membership 584%
about 500 new members join each week

Facebook Causes is not just for fundraising! Think of it as an “action center” Make sure the Cause is active, extremely engaging Combine with Twitter, message boards, blog, Facebook Page, for more impact Reach out to unofficial Causes Causes Key Takeaways http://www.flickr.com/photos/65745122@N00/3839146973 /

http://www.youtube.com/watch?v=ZK38BWy-O9E&feature=player_embedded#

Video Overlay http://www.youtube.com/watch?v=DEnlrE4iMBU

Video Links Here

You Tube Key Takeaways
Sign up for the nonprofit program (US or UK)!
Create buttons that link out
Appeal overlay option to link out
Compelling storytelling platform

Strategic Blogging Moves the Campaign Forward

News/Updates Campaign Info Behind the Scenes Calls to Action Personal Stories Achievements Map Out the Blog’s Supporting Role

Examples of Strategic Blogging

http://sharing.mayoclinic.org/2009/05/01/share-your-mayo-clinic-story /

Why Not a Social Media Thank You Note?

All Twestival donors received this email “thank you card” (me included)

Daily Videos During Drilling

Social Media Plants Seeds http://www.flickr.com/photos/17639055@N00/2302481669/

Real Engagement Leads to Donations! http://www.flickr.com/photos/kuzeytac/3407719720/

Created by: Debra Askanase, CEO [email_address] www.communityorganizer20.com Twitter: @askdebra

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Social Media And Engagement Strategies For Online Campaigns

by Debra Askanase on Oct 29, 2009

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Social Media And Engagement Strategies For Online Campaigns — Presentation Transcript