Rationalizing Social Media: Strategy & Cost-Benefit Analysis of Fundraising ThroughSocial Media                          A...
What is CanadaHelps?  A public charitable foundation that provides accessible and  affordable online technology to both do...
PricewaterhouseCoopers LLP   3
About PwC •PwC provides industry focused assurance, advisory and tax services for public, private and government clients i...
PwC Canada Foundation  PwC established a charitable Foundation in 2004.                      Its mission is to help       ...
PwC community impacts The total number of volunteer hours donated by PwC employees during work hours over the past seven y...
How PwC looks at the work of our sector                             Thought Leadership                             Publica...
Rationalizing Social Media:     The Cost-Benefit Analysis ofFundraising Through Social Media
Social media (n) –1. What journalists become after a few drinks2. The universe of online tools, mostly free, thatallow ind...
Canadians log an  average of more than  2,500 minutes online  a month (~42 hours).Source: comScore, 2010
Most Common Online Activities:                                  • Email                                  • Downloading mov...
British Columbia   and Alberta have                       Province                                                        ...
Most Connected Canadian Cities:• Calgary – 89%• Saskatoon – 89%• Edmonton – 86%• Ottawa-Gatineau – 86%• Vancouver – 86%• V...
Canada has more than                              , and is neck and neck with India for 9th and 10th on the list of the co...
21 million  Canadians visit YouTube each monthCanadians watch an average of147 videos  each month   18 – 24 year  olds wat...
• In 2010, the number of Twitter accounts in Canada increased by  75 per cent and the number of daily tweets more than dou...
The Costs•   Strategy: Social Media•   Strategy: Marketing•   Paid Services vs. Free•   Upgrades: Existing Infrastructure•...
The Costs• Strategy: Social Media
The Costs• Strategy: Marketing
“While you were on summer vacation more than 29,000 children       under the age of 5 died of starvation in Somalia.”   “P...
The Costs• Paid Services vs. Free
Free Tools                              Paid ResourcesE-mailBase levels in most e-mail newsletter   Pro Accounts for e-mai...
The Costs• Upgrades:Existing Infrastructure
The Costs• Developing Content(and Listening)
The Rule of 3• Use the “Rule of Three” when posting content:  • 1/3 “me”  • 1/3 “you”  • 1/3 “them”
The Costs• Finding Followers
The Costs• Letting Go
The Costs• New To-Dos –Market Research –Social Media Policies –Measuring –Evaluating
The BenefitsROIROE
The BenefitsReturn on Investment• Better marketing & market research• Better fundraisingReturn on Engagement• Peer-to-peer...
The BenefitsReturn on Investment• Better marketing & market  research
“While you were on summer vacation more than 29,000 children       under the age of 5 died of starvation in Somalia.”   “P...
“While you were on summer vacation more than 29,000 children       under the age of 5 died of starvation in Somalia.”   “P...
“If I look at the      mass, I will      never act.”     - Mother Teresa
The BenefitsReturn on Investment• Better fundraising
“The donoris bothering    me…”
The BenefitsReturn on Engagement• Peer-to-peer
The BenefitsReturn on Engagement• Unattainable, invaluable  stories
The BenefitsReturn on Engagement• Stronger voice
www.mycharityconnects.orgfree online resources Information about  technology and social media Webinars Past webinar sli...
MyCharityConnects Conference 2012         JUNE 12 – 13 | Allstream Centre, Toronto                 Collaborate to build a ...
2012 MyCharityConnects Webinars                www.mycharityconnects.org/webinarsJoin us for these FREE online information...
2012 MyCharityConnects Workshops               www.mycharityconnects.org/workshops CanadaHelps often conducts workshops on...
for more great resources…
PricewaterhouseCoopers LLP
Questions?     THANK YOU! owen@canadahelps.org    @CanadaHelpswww.mycharityconnects.org  Generously supported    by PwC Ca...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social ...
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MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social Media

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They might often be free, but they come with hidden costs – should you use social media tools to engage and fundraise? Learn how to plan, resource, and budget for social media campaigns. No, we won’t teach you how to tweet, but we will share strategies for social media success, and give you the essential tools for your organization’s own roadmap through the land of blogs, Facebook, Twitter, e-mail campaigns, and other social media. Find out how to integrate your offline marketing and communication priorities with an online audience, and hopefully, raise more money for your cause.

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MyCharityConnects Victoria - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of Fundraising Through Social Media

  1. 1. Rationalizing Social Media: Strategy & Cost-Benefit Analysis of Fundraising ThroughSocial Media April 19, 2012Generously supported by PwC Canada:
  2. 2. 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. CanadaHelps is giving made simple.
  3. 3. PricewaterhouseCoopers LLP 3
  4. 4. 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 PracticesPricewaterhouseCoopers LLP 4
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. Rationalizing Social Media: The Cost-Benefit Analysis ofFundraising Through Social Media
  9. 9. 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.
  10. 10. Canadians log an average of more than 2,500 minutes online a month (~42 hours).Source: comScore, 2010
  11. 11. Most Common Online Activities: • Email • Downloading movies • Watching television • Searching for health information • Making purchasesSource: Statistics Canada, 2010
  12. 12. 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
  13. 13. Most Connected Canadian Cities:• Calgary – 89%• Saskatoon – 89%• Edmonton – 86%• Ottawa-Gatineau – 86%• Vancouver – 86%• Victoria – 86% Source: Statistics Canada, 2010
  14. 14. 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
  15. 15. 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
  16. 16. • 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
  17. 17. The Costs• Strategy: Social Media• Strategy: Marketing• Paid Services vs. Free• Upgrades: Existing Infrastructure• Developing Content• Finding Followers• Letting Go• New To-Dos
  18. 18. The Costs• Strategy: Social Media
  19. 19. The Costs• Strategy: Marketing
  20. 20. “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.”
  21. 21. The Costs• Paid Services vs. Free
  22. 22. 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.
  23. 23. The Costs• Upgrades:Existing Infrastructure
  24. 24. The Costs• Developing Content(and Listening)
  25. 25. The Rule of 3• Use the “Rule of Three” when posting content: • 1/3 “me” • 1/3 “you” • 1/3 “them”
  26. 26. The Costs• Finding Followers
  27. 27. The Costs• Letting Go
  28. 28. The Costs• New To-Dos –Market Research –Social Media Policies –Measuring –Evaluating
  29. 29. The BenefitsROIROE
  30. 30. The BenefitsReturn on Investment• Better marketing & market research• Better fundraisingReturn on Engagement• Peer-to-peer• Unattainable, invaluable stories• Stronger voice
  31. 31. The BenefitsReturn on Investment• Better marketing & market research
  32. 32. “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.”
  33. 33. “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.”
  34. 34. “If I look at the mass, I will never act.” - Mother Teresa
  35. 35. The BenefitsReturn on Investment• Better fundraising
  36. 36. “The donoris bothering me…”
  37. 37. The BenefitsReturn on Engagement• Peer-to-peer
  38. 38. The BenefitsReturn on Engagement• Unattainable, invaluable stories
  39. 39. The BenefitsReturn on Engagement• Stronger voice
  40. 40. www.mycharityconnects.orgfree online resources Information about technology and social media Webinars Past webinar slides Learning opportunities Events across the country
  41. 41. MyCharityConnects Conference 2012 JUNE 12 – 13 | Allstream Centre, Toronto Collaborate to build a stronger sector. Innovate to solve complex problems. Celebrate our work and the difference we’re making.• Join non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.• Registration opens in February www.mycharityconnects.org/conference
  42. 42. 2012 MyCharityConnects Webinars www.mycharityconnects.org/webinarsJoin us for these FREE online information sessions that cover topics relating to online technology,social media and fundraising. Registration is open to employees, volunteers, and board members ofCanadian charities and nonprofits.April 25 - Essential Twitter Tips for Your CharityMay 9 - Preparing for a Website RedesignMay 23 - Editorial Calendar Essentials: Organize &Plan Your Online CommunicationsJune 27 - Elements of a Great YouTube Video
  43. 43. 2012 MyCharityConnects Workshops www.mycharityconnects.org/workshops CanadaHelps often conducts workshops on the topics of online fundraising and social media in communities across Canada. Registration is open to employees, volunteers, and board members of Canadian charities and nonprofits.Back to Basics: Developing a Social Media Strategy for Your Organization• April 26 – Barrie, ON (presented in collaboration with Barrie Public Library)
  44. 44. for more great resources…
  45. 45. PricewaterhouseCoopers LLP
  46. 46. Questions? THANK YOU! owen@canadahelps.org @CanadaHelpswww.mycharityconnects.org Generously supported by PwC Canada:

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