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MyCharityConnects Edmonton & Calgary - Rationalizing Social Media
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MyCharityConnects Edmonton & Calgary - Rationalizing Social Media


Presentation from Owen's workshops in Edmonton (December 8, 2011) and Calgary (December 9, 2011).

Presentation from Owen's workshops in Edmonton (December 8, 2011) and Calgary (December 9, 2011).

Published in Technology , Business
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  • 1. Rationalizing Social Media: The Cost-Benefit Analysis ofFundraising Through Social Media
  • 2. PricewaterhouseCoopers LLP 3
  • 3. About PwC •PwC provides industry focused assurance, advisory and tax services for public, private and government clients in four areas: • Corporate Accountability • Risk management • Structuring and mergers and acquisitions • Performance and process improvement • Part of a global network of firms – 154,000 people in 153 countries •PwC service areas include our multi-disciplinary Not for Profit and Sustainable Business Solutions Practices •PricewaterhouseCoopers LLP 4
  • 4. PwC Canada Foundation PwC established a charitable Foundation in 2004. Its mission is to help build and empower community leadership by helping employees sharing their time, expertise and resources.PricewaterhouseCoopers LLP 5
  • 5. PwC community impacts The total number of volunteer hours donated by PwC employees during work hours over the past seven years. 90,000PricewaterhouseCoopers LLP 6
  • 6. How PwC looks at the work of our sector Thought Leadership Publication: Capacity Building: Investing in not-for-profit effectiveness Read more about the initiative: www.pwc.com/ca/capacitybuilding Twitter: @CSRjames James Temple Director, Corporate Responsibility, PwCPricewaterhouseCoopers LLP
  • 7. Social media (n) –1. What journalists become after a few drinks2. The universe of online tools, mostly free, thatallow individuals and organizations to sharetheir stories, updates, news, and keep up-to-dateon the goings-on of others.
  • 8. Canadians log an average of more than 2,500 minutes online a month (~42 hours).Source: comScore, 2010
  • 9. Most Common Online Activities: • Email • Downloading movies • Watching television • Searching for health information • Making purchasesSource: Statistics Canada, 2010
  • 10. British Columbia and Alberta have Province % of Population Online the most people Newfoundland & Labrador 69 Prince Edward Island 77 online, with 85% of Nova Scotia 76 the population, New Brunswick Quebec 73 77 followed closely by Ontario 81 Manitoba 77 Ontario, where Saskatchewan 79 Alberta 85 81% of people use British Columbia 85 the Internet.Source: Statistics Canada, 2010
  • 11. Most Connected Canadian Cities:• Calgary – 89%• Saskatoon – 89%• Edmonton – 86%• Ottawa-Gatineau – 86%• Vancouver – 86%• Victoria – 86% Source: Statistics Canada, 2010
  • 12. Canada has more than , and is neck and neck with India for 9th and 10th on the list of the countries with the most Facebook accounts. Canada’s penetration rate of about of thepopulation, or of the online population, is still one of the most significant on Facebook. Source: comScore, 2010
  • 13. 21 million Canadians visit YouTube each monthCanadians watch an average of147 videos each month 18 – 24 year olds watch an average of 244videos monthly(~18.25 hours) Source: comScore, 2010
  • 14. • In 2010, the number of Twitter accounts in Canada increased by 75 per cent and the number of daily tweets more than doubled• Trendrr reports that Canadian female Twitter users are more active than male Twitter users• Hootsuite Media saw 250 per cent growth in usage among its Canadian users in 2010• About 5.5 per cent of its daily traffic (55,000 tweets) comes from Canadian users Sources: comScore, 2010 | Hootsuite Media, 2010 | Trend
  • 15. The Costs• Strategy: Social Media• Strategy: Marketing• Paid Services vs. Free• Upgrades: Existing Infrastructure• Developing Content• Finding Followers• Letting Go• New To-Dos
  • 16. The Costs• Strategy: Social Media
  • 17. The Costs• Strategy: Marketing
  • 18. “While you were on summer vacation more than 29,000 children under the age of 5 died of starvation in Somalia.” “Please remember to give now to active supporting relief organizations.”
  • 19. The Costs• Paid Services vs. Free
  • 20. Free Tools Paid ResourcesE-mailBase levels in most e-mail newsletter Pro Accounts for e-mail contactprograms (MailChimp, ConstantContact) managementSubscriber Management - BlogsFeedburner MailChimpSocial NetworksFacebook, Google+ NingSocial Media InfluenceKlout Radian6Twitter/Status Update ManagementTweetDeck (part of Twitter) HootSuite (Pro Account)BlogsWordPress, Blogger, Tumblr TypePad Sometimes, you get what you pay for.
  • 21. The Costs• Upgrades:Existing Infrastructure
  • 22. The Costs• Developing Content(and Listening)
  • 23. The Rule of 3• Use the “Rule of Three” when posting content: • 1/3 “me” • 1/3 “you” • 1/3 “them”
  • 24. The Costs• Finding Followers
  • 25. The Costs• Letting Go
  • 26. The Costs• New To-Dos –Market Research –Social Media Policies –Measuring –Evaluating
  • 27. The BenefitsROIROE
  • 28. The BenefitsReturn on Investment• Better marketing & market research• Better fundraisingReturn on Engagement• Peer-to-peer• Unattainable, invaluable stories• Stronger voice
  • 29. The BenefitsReturn on Investment• Better marketing & market research
  • 30. “While you were on summer vacation more than 29,000 children under the age of 5 died of starvation in Somalia.” “Please remember to give now to active supporting relief organizations.”
  • 31. “While you were on summer vacation more than 29,000 children under the age of 5 died of starvation in Somalia.” “Please remember to give now to active supporting relief organizations.”
  • 32. “If I look at the mass, I will never act.” - Mother Teresa
  • 33. The BenefitsReturn on Investment• Better fundraising
  • 34. “The donoris bothering me…”
  • 35. The BenefitsReturn on Engagement• Peer-to-peer
  • 36. The BenefitsReturn on Engagement• Unattainable, invaluable stories
  • 37. The BenefitsReturn on Engagement• Stronger voice
  • 38. www.mycharityconnects.orgfree online resources Information about technology Video demonstrations More webinars Past webinar recordings & slides Learning opportunities Events across the country
  • 39. MyCharityConnects Conference 2012 JUNE 12 - 13 | Allstream Centre, TorontoJoin us for thought-provoking keynotes, practicalhow-to workshops and plenty of chances to learnfrom other non-profits about what works online…and what doesn’t Watch for updates at www.mycharityconnects.org
  • 40. Upcoming Webinars www.mycharityconnects.org/webinars• January 18 – 10 New Year’s Resolutions for Online Fundraisers• January 25 – What is CanadaHelps and Why Should My Charity Register?• February 1 – What You Need to Know About Google+• February 15 – Introduction to TechSoup Canada’s Online Donation Program• February 29 – Get Social With Your Peer-to-Peer Fundraising Events
  • 41. PricewaterhouseCoopers LLP 83
  • 42. Keep in touch! info@canadahelps.org www.twitter.com/canadahelpswww.slideshare.net/MyCharityConnects www.facebook.com/canadahelps