AWS Community Day CPH - Three problems of Terraform
Facebook ROI for Nonprofits
1. Facebook ROI for Nonprofits
Ehren Foss
@ehrenfoss
ehren@helpattack.com
Vanessa Swesnik
@vswesnik
@helpattack
vanessa@helpattack.com
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 measurements
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4. You can succeed on social media
• Without a million followers
• Without a post from Justin Bieber
• Without adding another job to your day
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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. Social Media vs. Email
Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDH
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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 There's an immediate need
o They are asked
People give to faces
and heartbeats, not
statistics!
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
• It's $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. 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!
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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!
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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 database
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12. Fundraising Messaging
Good. 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!
• We're trying to raise $25k • We're trying to raise $250
this year. from our Facebook fans
*today* We're only 3
donations away!
http://www.nonprofitmarketingblog.com/
http://johnhaydon.com
14. Use it: Leverage a Special Event
• Earth Day, Valentines Day, event
• …or create one! #oceangiving
http://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgiving
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15. Use em': Partners, Advocates
• Celebrity ambassadors
o Local & personal are best!
• Corporate sponsors
• Local media, previous supporters
http://scr.bi/JUUCFo
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 staff
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18. What's a free and easy way
to keep supporters happy?
Thank supporters/donors right away on social
media. It's free and powerful.
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19. Real World "Thank
Yous"
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20. Real World "Thank Yous"
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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/
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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/
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24. Facebook Ads
Who: Heifer International
Experiment : Figure out most cost effective type of ad to
drive campaign traffic
Method: Multiple ads
1. Directed to FB pledge tab app
2. Sponsored stories
3. Promoted stories
4. External URL
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…
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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 messages
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28. Small to Medium Nonprofits
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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. It's OK!
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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?
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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 messaging
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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 investment
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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. 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
visitor
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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 works
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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%
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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.
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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, repeat
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40. Social Media Fundraising
Tools
• FirstGiving
• Chirpify
• Causes
• HelpAttack!
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