Online and Social Media Marketing Through Ambassadors

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Combine peer-to-peer communication with smart content marketing and you have a recipe for success.

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Online and Social Media Marketing Through Ambassadors

  1. 1. Online and Social Media Strategies to make 2014 better than 2013 July 24, 2013 Presented by: Justin J. Ware Bentz Whaley Flessner 1
  2. 2. This webinar is interactive! Send your questions in via the Q and A feature on this Live Meeting software OR tweet them in using the hashtag #BWFwebinar Bentz Whaley Flessner 2
  3. 3. “I just heard about this new cause on Facebook…” Bentz Whaley Flessner 3
  4. 4. Peer power ...especially online. Source: Nielsen, April 2012 Bentz Whaley Flessner 4
  5. 5. Online–the method most donors under age 65 make their first gift to a nonprofit Distribution of New Donors by Age within Origin Channel 2010 Medians 30% 27% 25% 24% 25% 23% 22% 22% 20% 14% 15% 12% 11% 9% 10% 5% 4% 3% 1% 0% 0% 18–24 25–34 35–44 Joined Online 45–54 55–64 65–74 75+ Joined by Mail Source: Blackbaud. Bentz Whaley Flessner 5
  6. 6. Ambassadors acquire new donors. Source: BWF survey. Bentz Whaley Flessner 6
  7. 7. The key—leveraging “online ambassadors” Online Ambassador Def: Influential Internet users—specifically social media users—with an affinity for your organization’s mission who have a high likelihood of enlisting the support of others through their online activity. Bentz Whaley Flessner 7
  8. 8. When you leverage online ambassadors, you… §  Increase fundraising online and offline. §  Major gift program and annual fund can be positively affected. §  Acquire new donors. §  Increase awareness of mission and opportunities for philanthropic support—create “buzz” around giving to your organization. Bentz Whaley Flessner 8
  9. 9. Dual Channel Donors Online donors = donors with higher capacities to give 43% Average income > $100,000 Average income < $100,000 57% Online-Only Donors Offline-Only Donors 38% 25% Average income > $100,000 62% Average income > $100,000 Average income < $100,000 Average income < $100,000 75% Source: 2012 Convio Study Bentz Whaley Flessner 9
  10. 10. Online donors give more over their lifetimes… Source: Blackbaud Bentz Whaley Flessner 10
  11. 11. Online donors give larger gifts on average. Source: Blackbaud Bentz Whaley Flessner 11
  12. 12. During today’s BWF webinar, we will… 1.  Look at examples of successful online fundraising campaigns. 2.  Talk about the components of an effective online ambassador program. 3.  Talk about stewardship and the need for a content strategy. Bentz Whaley Flessner 12
  13. 13. UMassGives … a lot Bentz Whaley Flessner 13
  14. 14. UMass Amherst – UMassGives §  Acquire new donors. §  Special focus on student giving. §  Increase culture of philanthropy in support of UMass Amherst. Bentz Whaley Flessner 14
  15. 15. Online ambassadors rallied §  UMass development pros identified roughly 250 potential online ambassadors. §  Of the 250, roughly 150 agreed to join the cause. Bentz Whaley Flessner 15
  16. 16. Online ambassadors rallied §  UMass sent emails to ambassadors throughout the campaign, asking for their help in promoting UMassGives. Bentz Whaley Flessner 16
  17. 17. Online ambassadors rallied §  Emails had news about the campaign, plus suggested updates that ambassadors could easily copy and paste to share with their networks… Bentz Whaley Flessner 17
  18. 18. Ambassadors were active and created a great deal of “buzz” about UMassGives online and via social networks… Bentz Whaley Flessner 18
  19. 19. Great content and social media conversation management throughout Bentz Whaley Flessner 19
  20. 20. Before the campaign… UMass’ new ambassadors were welcomed in to the program through a brief orientation program… …ambassadors are like any other volunteer—they need training! Bentz Whaley Flessner 20
  21. 21. UMassGave §  1,588 donors gave $84,000 over the 36-hour campaign. §  1,056 new donors added to the UMass Amherst database. §  During the same time last year (May 1–8, 2012) online donors gave: §  65 gifts §  $8,097 Bentz Whaley Flessner 21
  22. 22. The Online Campaign—Florida State University’s “Great Give” 36-hour online-only giving campaign. §  Raised $286,000 (Goal was $161,000). §  1,100 donors—380 had never given to FSU before. Bentz Whaley Flessner 22
  23. 23. Why it worked… A strong social media push… Bentz Whaley Flessner 23
  24. 24. Why it worked… …emails with suggested social media updates to their online ambassadors. Bentz Whaley Flessner 24
  25. 25. Out of the many, came a few big gifts… …from major gift prospects. Bentz Whaley Flessner 25
  26. 26. The FSU Great BIG Give During FSU’s Great Give, one donor gave $100,000. Bentz Whaley Flessner 26
  27. 27. Remember, online donors… §  Have higher household incomes than donors who give via mail. §  Give much larger gifts than donors who give through mail ($62 to $32 average gift size respectively). §  Have higher lifetime values than donors acquired via mail. V. Bentz Whaley Flessner 27
  28. 28. The Online Affluent According to a recent Fidelity Investment survey… §  85 percent of all millionaires use some form of social media. §  Nearly three-quarters of that 85 percent are on Facebook. §  Median age of those surveyed—56. Bentz Whaley Flessner 28
  29. 29. Bentz Whaley Flessner 29
  30. 30. Components of an online ambassador program. 1.  Identification of potential online ambassadors. 2.  Engagement of potential ambassadors to ask for their participation in the program. 3.  Stewardship of participating and potential future ambassadors. 4.  Leveraging ambassadors to achieve fundraising and awareness-building success through peer-topeer communication. Bentz Whaley Flessner 30
  31. 31. Ambassadors need something to share… …and that something is CONTENT! Bentz Whaley Flessner 31
  32. 32. Good content helps… …tell your organization’s story and communicate the impact of philanthropy. Bentz Whaley Flessner 32
  33. 33. Good content helps… …more people learn about your organization and mission, because content gets shared online… …and social media is the #1 way digitally active people learn of a new cause. Bentz Whaley Flessner 33
  34. 34. Content spreads mission awareness Piedmont Atlanta’s live-tweeted and Instagrammed kidney transplant procedure. Bentz Whaley Flessner 34
  35. 35. Content spreads mission awareness… Bentz Whaley Flessner 35
  36. 36. Good content helps you… …provide better stewardship for supporters who connect with your org online in any way (email, social media, e-newslettters, etc). Bentz Whaley Flessner 36
  37. 37. Stewardship is… …good content that communicates the impact of a gift. Bentz Whaley Flessner 37
  38. 38. Stewardship is… …an easy, reaffirming online giving process. Bentz Whaley Flessner 38
  39. 39. Stewardship is… …validation and recognition of the donor’s efforts …especially the efforts of online ambassadors. Bentz Whaley Flessner 39
  40. 40. Recognition through content… Bentz Whaley Flessner 40
  41. 41. 3 things you can do now to boost giving next year and beyond… 1.  Develop an online ambassador program. 2.  Improve infrastructure for: a)  Ease of giving. b)  Mobile responsiveness. c)  Leveraging the ambassador program. 3.  Invest in a content strategy and personnel to manage that content and the conversation that surrounds it. Bentz Whaley Flessner 41
  42. 42. Follow us: •  Facebook: Facebook.com/BentzWhaleyFlessner •  Twitter: @BWF_social or @JustinJWare •  Email: jware@bwf.com •  YouTube: YouTube.com/BentzWhaleyFlessner 116939:JJW:jub. Bentz Whaley Flessner 42

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