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Online Giving Trends
                  and
           Social Networking
                  Marion Conway
                  ...
Giving Trend Concerns
    41% Stopped donating to at least 1 nonprofit
    in past 5 yrs - overwhelmed by appeal letters
 ...
Trends in Online Giving
11% Growth in website traffic for small
    nonprofits
23% Growth in Online Giving
$61 Average Gif...
Your Donors are Online
                           2008 Convio Study Results


          Online Giving was over $10 Billion...
Wired Wealthy Report Results
    Nonprofit websites lack inspiration, connection, and
    opportunity for deeper engagemen...
Web 1.0 and 2.0
 Web 1.0
 Website, Email

 Web 2.0
 Social Media



3/20/09    Marion Conway Consulting   6
Web 1.0 Basics
          Website – Update Frequently
          Link! Link! Link!
          Eliminate Outdated Info
       ...
It’s Not Just a Donate Now Button……
 • Size of donation button matters
 • Significant increase with less fields
    • 30% ...
Celebration Giving
          Party with Laptop
    “In lieu of gifts, you’ll
      be able to make a
      donation to Mar...
Web 2.0 Social Media Basics




3/20/09   Marion Conway Consulting   10
Why Should We Care About Social Media

      35% adults have a social media profile
      73% online users have read a blo...
Social Media Age Profile
           Median Age of User:
                Twitter                       31
                M...
How About Baby Boomers?
    65% consume social media (Read blogs)
    34% Respond to social media (Comment)
    20% Join s...
Create Buzz and Build a Network…
                                                Comments

                               ...
Strategic Sharing
It’s all about giving your message the best shot of being heard




           Created by Danielle Brigi...
Planning First!
     What are your messages?
     Who is the audience?
     What are your social media goals?
     What is...
Getting Started and Becoming Established

                   Mature & New Uses of Social Media

                 Develop A...
The Path to Success




  Compliments of Beth Kanter Beth’s Blog: How Nonprofits Can Use Social Media http://beth.typepad....
Neighborhood
          Block Party
                                     Hildy Gottlieb



3/20/09   Marion Conway Consulti...
Huge Party of People
          You Don’t Know
                                Hildy Gottlieb



3/20/09      Marion Conway...
Chamber of Commerce
                Mixer
                                       Hildy Gottlieb




3/20/09     Marion Con...
Listening
    Keyword Searches                    RSS Feeds
    Google Alerts                       Twitter
    Google Ana...
What Should We Blog About?


                                                           What
                           Wh...
How Oxfam Uses Flickr
                                            Oxfam’s promotion of its
                               ...
Using Social Media to
          Promote The Race
    Participants use Social Media to chronicle
    the training and prepa...
Celebration Giving with Social Media

                        “Help celebrate my 26th birthday with a
                    ...
Badges
    A small image that you invite
    people to grab
    Tiny piece of sharable content
    It should be cool looki...
Mobile Giving
             2008 Launch
          10 second United Way
          Super Bowl commercial
          $500K in $...
Web 2.0 Donors
    Younger
    Only give via Web 2.0
    Do not want anything on paper
    Target smaller contributions
  ...
Keys for Success with Social Media
      Plan
      Listen
      Experiment
      Engage
      Let Go!


3/20/09      Mari...
Marion Conway

   Email:        marionconway@aol.com
   Blog:
      marionconwaynonprofitconsultant.blogspot.com
   Websit...
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Online Giving And Social Networking 3 18 09

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Presentation at Women in Development lunch covering Web 1.0 and Web 2.0 development opportunities

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Transcript of "Online Giving And Social Networking 3 18 09"

  1. 1. Online Giving Trends and Social Networking Marion Conway March 18, 2009 11 3/20/09 Marion Conway Consulting
  2. 2. Giving Trend Concerns 41% Stopped donating to at least 1 nonprofit in past 5 yrs - overwhelmed by appeal letters 34% Concerned organizations spent too much on fund raising 29% giving more to fewer causes 29% donating more to local charities rather than national Chronicle of Philanthropy – Conducted in January 2009 by Cygnus Applied Research, the survey polled 17,365 people who had given in the past to charity. 3/20/09 Marion Conway Consulting 2
  3. 3. Trends in Online Giving 11% Growth in website traffic for small nonprofits 23% Growth in Online Giving $61 Average Gift Email open rates have fallen to 14% from 22% last year Source: Convio 2008 Benchmarks Study – 400 Participating Nonprofits 3/20/09 Marion Conway Consulting 3
  4. 4. Your Donors are Online 2008 Convio Study Results Online Giving was over $10 Billion 51% Wealthy Prefer to Give Online Source: Convio Wired Wealthy Research Report 3/20/09 Marion Conway Consulting 4
  5. 5. Wired Wealthy Report Results Nonprofit websites lack inspiration, connection, and opportunity for deeper engagement Nonprofit emails are not inspiring 80% have made donations online Benefits of making donations online: speed and efficiency – less cost for admin credit card miles donation-tracking abilities 3/20/09 Marion Conway Consulting 5
  6. 6. Web 1.0 and 2.0 Web 1.0 Website, Email Web 2.0 Social Media 3/20/09 Marion Conway Consulting 6
  7. 7. Web 1.0 Basics Website – Update Frequently Link! Link! Link! Eliminate Outdated Info Donate Now – Check and Update Email Newsletter Update Guidestar 3/20/09 Marion Conway Consulting 7
  8. 8. It’s Not Just a Donate Now Button…… • Size of donation button matters • Significant increase with less fields • 30% improved – No request for title • 22% better - Polite vs forceful header • 22% better - Green vs red donate button Source: Donor Digital and Amnesty International 2008 Study 3/20/09 Marion Conway Consulting 8
  9. 9. Celebration Giving Party with Laptop “In lieu of gifts, you’ll be able to make a donation to Mary’s favorite charity at the party” 3/20/09 Marion Conway Consulting 9
  10. 10. Web 2.0 Social Media Basics 3/20/09 Marion Conway Consulting 10
  11. 11. Why Should We Care About Social Media 35% adults have a social media profile 73% online users have read a blog 57% have joined a social network 55% have uploaded photos Source: Pew Internet & American Life Project's December 2008 tracking survey 3/20/09 Marion Conway Consulting 11
  12. 12. Social Media Age Profile Median Age of User: Twitter 31 MySpace 27 Facebook 26 40 LinkedIn Source: Pew Research 3/20/09 Marion Conway Consulting 12
  13. 13. How About Baby Boomers? 65% consume social media (Read blogs) 34% Respond to social media (Comment) 20% Join social media site Finding: Blogs may be the best way to reach this age group Source: Forrester Research February 2009 3/20/09 Marion Conway Consulting 13
  14. 14. Create Buzz and Build a Network… Comments Blog Post Social Networking News Sites “Retweets Friends New Followers New Connections 3/20/09 Marion Conway Consulting 14
  15. 15. Strategic Sharing It’s all about giving your message the best shot of being heard Created by Danielle Brigida for Techsoup.org Storytelling and Social Media 3/20/09 Marion Conway Consulting 15
  16. 16. Planning First! What are your messages? Who is the audience? What are your social media goals? What is the strategy? How will I measure results – adapt? Response procedures? 3/20/09 Marion Conway Consulting 16
  17. 17. Getting Started and Becoming Established Mature & New Uses of Social Media Develop Audience Establish “Outposts” Presence Twitter, Facebook, LinkedIn, Flickr Blog Listen 3/20/09 Marion Conway Consulting 17
  18. 18. The Path to Success Compliments of Beth Kanter Beth’s Blog: How Nonprofits Can Use Social Media http://beth.typepad.com/ 3/20/09 Marion Conway Consulting 18
  19. 19. Neighborhood Block Party Hildy Gottlieb 3/20/09 Marion Conway Consulting 19
  20. 20. Huge Party of People You Don’t Know Hildy Gottlieb 3/20/09 Marion Conway Consulting 20
  21. 21. Chamber of Commerce Mixer Hildy Gottlieb 3/20/09 Marion Conway Consulting 21
  22. 22. Listening Keyword Searches RSS Feeds Google Alerts Twitter Google Analytics Comment on blogs Read Blogs Facebook Groups 3/20/09 Marion Conway Consulting 22
  23. 23. What Should We Blog About? What What readers you want know Blog About This Source: Chris Garrett, What are blogs good for? 3/20/09 Marion Conway Consulting 23
  24. 24. How Oxfam Uses Flickr Oxfam’s promotion of its items for sale as gifts Oxfam’s campaign for coffee fair trade pricing at Starbucks 3/20/09 Marion Conway Consulting 24
  25. 25. Using Social Media to Promote The Race Participants use Social Media to chronicle the training and preparation Blogging Training video and pictures Facebook Close to the race…. Intensify with Twitter 3/20/09 Marion Conway Consulting 25
  26. 26. Celebration Giving with Social Media “Help celebrate my 26th birthday with a donation to my favorite cause” (Link) 3/20/09 Marion Conway Consulting 26
  27. 27. Badges A small image that you invite people to grab Tiny piece of sharable content It should be cool looking Incorporate your logo Opportunity to give Explain how to join a cause Anything you want others to talk about for you 3/20/09 Marion Conway Consulting 27
  28. 28. Mobile Giving 2008 Launch 10 second United Way Super Bowl commercial $500K in $5 donations More than 100,000 new donors 3/20/09 Marion Conway Consulting 28
  29. 29. Web 2.0 Donors Younger Only give via Web 2.0 Do not want anything on paper Target smaller contributions Have small goal campaigns Thank you and compliment via social media (Write on the wall) 3/20/09 Marion Conway Consulting 29
  30. 30. Keys for Success with Social Media Plan Listen Experiment Engage Let Go! 3/20/09 Marion Conway Consulting 30
  31. 31. Marion Conway Email: marionconway@aol.com Blog: marionconwaynonprofitconsultant.blogspot.com Website: marionconwayconsulting.com Twitter: MarionConway LinkedIn: Marion Conway All photos courtesy of Creative Commons License 3/20/09 Marion Conway Consulting 31
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