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MyCharityConnects Peel - Getting Your Board On Board [2010-11-18]

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Getting Your Board on Board – Feeling anxious about telling your Board you need a Twitter strategy? Is your Board skeptical of the value and return on investment social media can provide? Or, do they …

Getting Your Board on Board – Feeling anxious about telling your Board you need a Twitter strategy? Is your Board skeptical of the value and return on investment social media can provide? Or, do they have unrealistic expectations that you’re going to sign up on Facebook today and raise $1 million tomorrow? Either way, get the information you need to manage your Board’s expectations around social media. Find out the best ways to present the value and tangible benefits of social media to get your Board on-side.

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  • 2. Today’s Presenter Zenia Wadhwani Director, Program Development
  • 3. CanadaHelps.org What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities.
  • 5. What is Social Media?
  • 6. • Online • Interactive TECHNOLOGY • Conversational • Real Time • User driven • Transparent SOCIAL • Engaging • Inclusive • Genuine
  • 7. So-cial Me-d-ia [soh-shuhl mee-dee-uh] Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Stolen from Wikipedia
  • 8. So, why is that complicated?
  • 10. “Our organization is based on people-to-people interactions.” #1
  • 11. Connecting and communicating online is still people to people and is very much about building community.
  • 12. Changes the “how you do”, not “what you do”.
  • 13. Visible connections Broader reach Community building opportunities
  • 14. More opportunities More supporters for peer-to-peer communications = More volunteers More donors
  • 15. GivingPages Examples
  • 16. “Online fundraising isn’t raising enough money.” #2
  • 17. Online Giving is Growing 4% Proportion of overall online funds to charities in 2004 9% Proportion of overall online funds to charities in 2008
  • 18. Online Giving Outpacing Offline Giving - 5% Charitable giving in 2008 Online giving in 2008 + 30%
  • 19. Online Giving Median (U.S.) 2008 $104 2007 $81 2006 $57
  • 20. An online presence isn’t only about $$$. It is a source of information for your donors.
  • 21. Provides a different way to get information to your supporters in a timely way
  • 22. Are you doing it right? Successful results are cumulative and they take time and effort.
  • 23. A visitor who is satisfied with their experience with a nonprofit website is 49% more likely to give than one who was dissatisfied with the overall experience
  • 24. Do you have a Donate Now button?
  • 25. “It’s a fad.” #3
  • 26. Internet Usage by Canadians Canadian Population About 34.1 Million Internet Users About 29 Million 85%
  • 27. Government Mayor Miller Prime Minister Harper (Toronto) on YouTube on Twitter
  • 28. Businesses
  • 29. Media CBC Globe and Mail
  • 30. Prominent Canadians
  • 31. Nonprofits and Charities
  • 32. It’s Here to Stay
  • 33. “Our donors aren’t interested in donating online or using social media.” #4
  • 34. Who’s Giving Online? Millennials 3% Silent The most Generation 15% significant characteristic Gen X 30% associated with online giving is higher education. Baby Boomers 52%
  • 35. 16+ million users in Canada Percentage of Users by Age Group By Gender 5.2% 57% 16.3% 29.4% Aged 18-24 Female Aged 25-34 Aged 35-44 43% 18.4% Aged 45-59 Male 29.2% Aged 60+ 5,500,000 6,000,000 6,500,000 7,000,000 7,500,000
  • 36. 11th most visited site in Canada Most active users age range 25-34 With 35-44 year-olds trailing right behind 45+ and <24 are under-represented
  • 37. Do these people look like your donors?
  • 38. “Why change what works?” #5
  • 39. Because the way we communicate is changing.
  • 40. Look to the future … Future donors will be expecting these tools and interactions.
  • 41. Importance of Adaptability • Use for different initiatives • For experiments • Flexible
  • 42. Mobilization • Calls to action reach supporters faster • React to current events (e.g. Haiti earthquake)
  • 43. “Online donors are not really engaged.” #6
  • 44. • More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week on Facebook. • There are over 40 million items shared on Twitter. People are sharing and chatting more online than offline.
  • 45. Engagement isn’t just what happens online, those conversations continue offline.
  • 46. 41% of online donors describe themselves as ‘loyal’ to the causes they support, compared to 26% of offline donors.
  • 47. 59% of online donors would urge others to support the same cause ... compared to 34% of offline donors.
  • 48. Ladder of Engagement* Happy Bystanders Spreaders Donors Evangelists Instigators Create Solicit Money Share Listen Supporter Involvement *Adapted from Beth Kanter
  • 49. “It’s too risky. What if people say something negative?” #7
  • 50. They’ll talk about you anyway, so start a dialogue with your critics.
  • 51. Keep your message strong.
  • 52. “How will we know if we’re successful?” #8
  • 53. Define success in the beginning.
  • 54. Hard Stats • # of followers or fans • Amount of comments • Click-throughs • Amount donated
  • 55. Balance quantity with quality.
  • 56. Soft Facts • Types of conversations • Feedback from supporters • Quality of comments
  • 57. “It takes too much time and costs too much!” #9
  • 58. Online Communication is Fast • Online tools let you reach supporters more quickly • More convenient and simple than other ways of communicating
  • 59. Many Tools Are Free Time and personnel investment still required.
  • 60. Not a cure-all; planning and integration is still important.
  • 61. Can you afford to not be online?
  • 62. DID YOU KNOW?
  • 63. Credits Ladder of engagement: adapted from Beth Kanter Internet Statistics: Internet World Stats Facebook Statistics: Facebook Ads Blackbaud Index of National Fundraising Performance, April 2009 ForeSee Results - Nonprofit Website Survey, Spring 2009 Chronicle of Philanthropy, May 2009 DonorTrends, 2005 2006 donorCentrics Internet Giving Benchmarking Analysis Jakob Lodwick by Zach Klein (http://www.flickr.com/photos/zachklein/4263395/) Pedrosimoes7 - Exchanging life experience (http://www.flickr.com/photos/pedrosimoes7/3717536433/) Solitaire Miles - Torch and Jazz (http://www.flickr.com/photos/cunisdiabolis/476325171/) dave_mcmt - CCDHS Classroom, Miles City (http://www.flickr.com/photos/dave_mcmt/187432802/) AnyaLogic - coffee talk (http://www.flickr.com/photos/anyalogic/2315310261/) The first few steps by Wildxplorer (http://www.flickr.com/photos/krayker/3089031277/)
  • 64. Your Turn