Facebook ROI for NonprofitsEhren Foss@ehrenfossehren@helpattack.comVanessa Swesnik@vswesnik@helpattackvanessa@helpattack.com
ROI     Return on Investment (ROI)     The ROI of social media should be measured as a long     term investment with compo...
Who are we?http://info.helpattack.com | @helpattack | support@helpattack.com
You can succeed on social media  • Without a million followers  • Without a post from Justin Bieber  • Without adding anot...
What is success?• What is your strategy? How is your mission  supported by social media?• Just because it’s easy to count…...
Social Media vs. Email     Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDHhttp://info.helpattack.com | @helpa...
More similar than different•   Audience is crucial: Who > How Many•   Experiment, test, and improve•   Move donors up enga...
Social Media and Large Gifts• Know your potential donors   o Made easier by apps, passive data collection• Make them feel ...
What are best practices for          social media campaigns?  • Set realistic goals  • Grow your community  • Reward parti...
What are realistic goals?         1. Get 10 new donors/participants         2. Learn who they are         3. Thank them in...
What time and effort are                      needed?                    About 6 hours of work over 6 weeks.         •   1...
Fundraising MessagingGood.                               Better • "Did you know you can            • Matching deadline tod...
Messaging
Use it: Leverage a Special Event       • Earth Day, Valentines Day, event       • …or create one! #oceangivinghttp://ocean...
Use em: Partners, Advocates   • Celebrity ambassadors     o Local & personal are best!   • Corporate sponsors   • Local me...
Reward Participation        • Reward participation          o “Like” for a chance to win…          o Submit a picture for ...
Reward, Engage, Raise Awareness
Whats a free and easy way          to keep supporters happy?      Thank supporters/donors right away on social      media....
Real World "Thank                             Yous"http://info.helpattack.com | @helpattack | support@helpattack.com
Real World "Thank Yous"http://info.helpattack.com | @helpattack | support@helpattack.com
Best Practices for                      Thanking Donors       • Provide inspiring stories about what donors are         ac...
Grow Your Audience
Special nonprofit benefits      •   Google Grants: Ads      •   YouTube: Special features      •   Hope140: Ads, features ...
Facebook AdsWho: Heifer InternationalExperiment : Figure out most cost effective type of ad todrive campaign trafficMethod...
Facebook Ads    Use them when you...     • Need to jump start a new community     • Need to quickly reach a specific audie...
Facebook Pages        • Post the right stuff          o Like other pages and tag them              "....@[page name], FB ...
Engage your audiencehttp://info.helpattack.com | @helpattack | support@helpattack.com
Small to Medium Nonprofitshttp://info.helpattack.com | @helpattack | support@helpattack.com
Small to Medium Nonprofits  Use Free / Low Cost Tools   • Listen: Hootsuite, TweetDeck, SproutSocial,     Google Reader   ...
Smallness as an Advantage         • You can really know your supporters         • Grow the right audience         • Easier...
Punch Above Your Weight                                             PETA and FreeArtsNYC                                  ...
Small Org Fundraising             • Set appropriate goals             • Individual attention                o Tie individu...
Metricshttp://info.helpattack.com | @helpattack | support@helpattack.com
Return on Investment Metrics• What is the investment?  – $, time, calling in favors, opportunity cost, social    media cal...
Results per unique visitor       • Dollar per unique visitor         • Divide total $ raised by "Unique Visitors" in      ...
Results per staff hour         o Divide total $ raised by number of hours spent         o Divide shares, actions, comments...
Donation Page Conversions    • Donation page conversion rate      o Divide number of donations divided by unique        vi...
Amplification Metrics         • Click to share ratio           • How many people shared / liked / commented?           • H...
The Takeaway Slide (Wake                up! almost over!)  • Facebook is far more similar than different from    other fun...
Social Media Fundraising                       Tools  •   FirstGiving  •   Chirpify  •   Causes  •   HelpAttack!http://inf...
Share your pledge
Make a pledge!
Cause + Specific campaign
Thanks for coming!Blog & resources: http://info.helpattack.comSign up: http://helpattack.com/addcause/search@helpattackhtt...
Facebook ROI for Nonprofits
Facebook ROI for Nonprofits
Facebook ROI for Nonprofits
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Facebook ROI for Nonprofits

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Facebook ROI for Nonprofits

  1. 1. Facebook ROI for NonprofitsEhren Foss@ehrenfossehren@helpattack.comVanessa Swesnik@vswesnik@helpattackvanessa@helpattack.com
  2. 2. ROI Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth, rather than a short term balance sheet. Where would you be without your email list today? We’ll cover: • Ways to increase ROI generally • Specific ROI measurementshttp://info.helpattack.com | @helpattack | support@helpattack.com
  3. 3. Who are we?http://info.helpattack.com | @helpattack | support@helpattack.com
  4. 4. You can succeed on social media • Without a million followers • Without a post from Justin Bieber • Without adding another job to your dayhttp://info.helpattack.com | @helpattack | support@helpattack.com
  5. 5. What is success?• What is your strategy? How is your mission supported by social media?• Just because it’s easy to count…• Make sure your tactics & metrics support your mission
  6. 6. Social Media vs. Email Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDHhttp://info.helpattack.com | @helpattack | support@helpattack.com
  7. 7. More similar than different• Audience is crucial: Who > How Many• Experiment, test, and improve• Move donors up engagement ladder: Stewardship• "House File" is crucial: Supporter Database• People give/act because: o People they know give/act o Theres an immediate need o They are asked People give to faces and heartbeats, not statistics!
  8. 8. Social Media and Large Gifts• Know your potential donors o Made easier by apps, passive data collection• Make them feel special o Easy, and free, to do on social media• Its $10, not $10K, but the same model can work• The large gift donors of 2032 could be on Facebook right now The big donors at your gala probably have a Facebook account to interact with their grandkids.
  9. 9. What are best practices for social media campaigns? • Set realistic goals • Grow your community • Reward participation • Use em if you got em o Leverage a special event, celebrity ambassadors, corporate sponsors • Thank donors!http://info.helpattack.com | @helpattack | support@helpattack.com
  10. 10. What are realistic goals? 1. Get 10 new donors/participants 2. Learn who they are 3. Thank them individually o Not with direct mail 4. Follow up Ten donors giving $25 per month all year is an extra $3,000. Not bad!http://info.helpattack.com | @helpattack | support@helpattack.com
  11. 11. What time and effort are needed? About 6 hours of work over 6 weeks. • 1 hour to brainstorm the right kind of campaign for your cause, and the supporters you want to reach • 1 hour to invite other stakeholders & discuss • 1 hour to ask partners or super-supporters to help spread the word • 30 minutes to write a blog post • 30 minutes to include in an email to your list • 2 hours of monitoring social media • 1 hour to download reports and upload into your supporter databasehttp://info.helpattack.com | @helpattack | support@helpattack.com
  12. 12. Fundraising MessagingGood. Better • "Did you know you can • Matching deadline today - donate by..." Donate now! • Please give to support the • Save this homeless dog Animal Rescue today. All it takes is your Organization $5 donation • Please share! • Donate, THEN share! • Were trying to raise $25k • Were trying to raise $250 this year. from our Facebook fans *today* Were only 3 donations away! http://www.nonprofitmarketingblog.com/ http://johnhaydon.com
  13. 13. Messaging
  14. 14. Use it: Leverage a Special Event • Earth Day, Valentines Day, event • …or create one! #oceangivinghttp://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgivinghttp://info.helpattack.com | @helpattack | support@helpattack.com
  15. 15. Use em: Partners, Advocates • Celebrity ambassadors o Local & personal are best! • Corporate sponsors • Local media, previous supportershttp://scr.bi/JUUCFo
  16. 16. Reward Participation • Reward participation o “Like” for a chance to win… o Submit a picture for a chance to win… • Nonmonetary gifts o Facebooker of the week o Pizza box autographed by all staffhttp://info.helpattack.com | @helpattack | support@helpattack.com
  17. 17. Reward, Engage, Raise Awareness
  18. 18. Whats a free and easy way to keep supporters happy? Thank supporters/donors right away on social media. Its free and powerful.http://info.helpattack.com | @helpattack | support@helpattack.com
  19. 19. Real World "Thank Yous"http://info.helpattack.com | @helpattack | support@helpattack.com
  20. 20. Real World "Thank Yous"http://info.helpattack.com | @helpattack | support@helpattack.com
  21. 21. Best Practices for Thanking Donors • Provide inspiring stories about what donors are accomplishing with their giving o "Susan just donated enough for 20 thanksgiving meals! Thank you!" • Be personal • Be specific: "Thanks for volunteering today Brian!" more: http://www.futurefundraisingnow.com/future-fundraising/2012/02/how-skimping-on-your- donors-can-make-you-lose-your-shirt.html http://www.bethkanter.org/say-thanks/http://info.helpattack.com | @helpattack | support@helpattack.com
  22. 22. Grow Your Audience
  23. 23. Special nonprofit benefits • Google Grants: Ads • YouTube: Special features • Hope140: Ads, features • LinkedIn: Volunteerism http://www.google.com/grants/ http://www.youtube.com/nonprofits https://www.facebook.com/nonprofits http://hope140.org/contact http://learn.linkedin.com/nonprofits/http://info.helpattack.com | @helpattack | support@helpattack.com
  24. 24. Facebook AdsWho: Heifer InternationalExperiment : Figure out most cost effective type of ad todrive campaign trafficMethod: Multiple ads1. Directed to FB pledge tab app2. Sponsored stories3. Promoted stories4. External URL
  25. 25. Facebook Ads Use them when you... • Need to jump start a new community • Need to quickly reach a specific audience • Have the budget Be sure to... • Target by location, demographics, and interest • Test your ads (try different versions) • Invest in your landing pages Or try sponsored stories, promoted stories, tabs…http://info.helpattack.com | @helpattack | support@helpattack.com
  26. 26. Facebook Pages • Post the right stuff o Like other pages and tag them  "....@[page name], FB will auto-complete  Build informal partnerships o Paste URLs for automatic photo, synopsis • Encourage discussion o Ask questions o Polls o Private messageshttp://info.helpattack.com | @helpattack | support@helpattack.com
  27. 27. Engage your audiencehttp://info.helpattack.com | @helpattack | support@helpattack.com
  28. 28. Small to Medium Nonprofitshttp://info.helpattack.com | @helpattack | support@helpattack.com
  29. 29. Small to Medium Nonprofits Use Free / Low Cost Tools • Listen: Hootsuite, TweetDeck, SproutSocial, Google Reader • Measure: Google Analytics, Facebook Insights, Feedburner, TweetReach • Manage: Reminders, Bookmarks, Shortcuts Spend an hour creating social media / online response guidelines for your organization. Share the logins. Its OK!http://info.helpattack.com | @helpattack | support@helpattack.com
  30. 30. Smallness as an Advantage • You can really know your supporters • Grow the right audience • Easier to ask them for things Try this: Choose a random hundred and look at their profiles. How did they find you? Who are they? Why are they following you? What value can you provide?http://info.helpattack.com | @helpattack | support@helpattack.com
  31. 31. Punch Above Your Weight PETA and FreeArtsNYC 1,400,000 vs. 1,700 Same result! Jet Blue Tickets (parnter / sponsor) Engaged partners - Gagosian gallery Sustained messaginghttp://info.helpattack.com | @helpattack | support@helpattack.com
  32. 32. Small Org Fundraising • Set appropriate goals • Individual attention o Tie individual donors to specific results o Personal thank yous • Get a leg up o Borrow an audience o Partnerships o Spend when appropriate • Long term investmenthttp://info.helpattack.com | @helpattack | support@helpattack.com
  33. 33. Metricshttp://info.helpattack.com | @helpattack | support@helpattack.com
  34. 34. Return on Investment Metrics• What is the investment? – $, time, calling in favors, opportunity cost, social media calendar ‘slots’• What is the return? – $, new volunteers, new contacts, web traffic, news stories, individuals served, lives saved• Divide result by investment
  35. 35. Results per unique visitor • Dollar per unique visitor • Divide total $ raised by "Unique Visitors" in Google Analytics • Divide total actions taken, petitions signed, comments, shares… by “Unique Visitors” • Measures ratio of people who saw the task to those who took action. • Increase by experimenting with visual content, text, calls to action, and targeting • $500 donated by100 unique visitors= $5 / unique visitorhttp://info.helpattack.com | @helpattack | support@helpattack.com
  36. 36. Results per staff hour o Divide total $ raised by number of hours spent o Divide shares, actions, comments… by staff hour spent o 6 hours spent on campaign yielding $1,000 = $167 per hour. o Increase by holding efficient meetings, with more automating, documenting (for easy lookup), training, and using or purchasing tools. o Reuse what workshttp://info.helpattack.com | @helpattack | support@helpattack.com
  37. 37. Donation Page Conversions • Donation page conversion rate o Divide number of donations divided by unique visitors, multiply by 100, add a % symbol o 250 visitors, 25 donations = 10% conversion rate o Conversion Funnel o When the action takes multiple steps, each step has a conversion rate. o Conversion rates multiply (get smaller) o E.g., Send an email 1,000 people, 100 click, and then 10 donate. Overall conversion rate is o 10% X 10% = 1%http://info.helpattack.com | @helpattack | support@helpattack.com
  38. 38. Amplification Metrics • Click to share ratio • How many people shared / liked / commented? • How many people actually clicked on it? • Facebook insights said 2,000 “reached”, but only 20 clicked through = 1% click to share ratio. Likes, shares, comments, discussions… per investment. How much activity is 2nd or 3rd hand? Measure virality.http://info.helpattack.com | @helpattack | support@helpattack.com
  39. 39. The Takeaway Slide (Wake up! almost over!) • Facebook is far more similar than different from other fundraising • Sharing is critical o Make it visual o Make it specific • Focus on your foundation o General online donations o Supporter database o Create culture of listening & openness • Then pick appropriate tools & campaigns • Try it, measure it, fix it, repeathttp://info.helpattack.com | @helpattack | support@helpattack.com
  40. 40. Social Media Fundraising Tools • FirstGiving • Chirpify • Causes • HelpAttack!http://info.helpattack.com | @helpattack | support@helpattack.com
  41. 41. Share your pledge
  42. 42. Make a pledge!
  43. 43. Cause + Specific campaign
  44. 44. Thanks for coming!Blog & resources: http://info.helpattack.comSign up: http://helpattack.com/addcause/search@helpattackhttp://facebook.com/helpattack(512) 934-2410Questions?

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