Harnessing Social Media for Donor Engagement

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Donna Wilkins, CEO, CharityDynamics
Twitter Handle: @DonnaJWilkins

Donor Engagement is rapidly evolving and is immensely important to your organization’s success. Is your nonprofit organization reaching out to the donors who make your campaigns successful? Is your nonprofit connecting with those who have chosen your nonprofit as their favorite charity? Nonprofits that establish themselves as a donor’s favorite charity are more likely to receive greater support from them – not just in terms of cash contributions, but also through volunteering, event participation and issue advocacy.

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  • Matthew: Be right sized and tailored to your constituency demographics
    Encourage both taking a call to action and sharing that call to action
    Play to people’s natural desire to connect with a community
  • Gigya
    Animated – top link, share, facebook image
  • Gigya
    Animated – top link, share, facebook image
  • Harnessing Social Media for Donor Engagement

    1. 1. Harnessing Social Media for Donor Engagement Donna Wilkins
    2. 2. 67% #sm4np
    3. 3. 3 Your Speaker • CEO, Charity Dynamics • Co-creator Boundless Fundraising, raised $300M+ • @donnajwilkins #sm4np
    4. 4. Become your donor’s favorite charity by harnessing social media to engage them! #sm4np
    5. 5. 5 The importance of being the favorite • 47% give a majority of their annual total donation amount to the charity to which they feel most connected. • 30% of donors report visiting Facebook as a way to interact with their favorite charity • 54% of donors are willing to champion their favorite charity by sharing content Source: Nonprofit Donor Engagement Benchmark Study conducted by NTEN & Charity Dynamics #sm4np
    6. 6. 6 Social media’s role • Supporters back their favorite charity using digital media to participate in engagement activities ranging from donating to volunteering to spreading the word about their favorite charity. • Younger donors favor social networks for communication.  Source: Nonprofit Donor Engagement Benchmark Study conducted by NTEN & Charity Dynamics #sm4np
    7. 7. 7 Are you being social? Where To Start: • Review your social metrics over the past 12 months to see where spikes in engagement tie to marketing efforts • Look for content that received high engagement to identify the best content types • Make social media promotion part of your content marketing strategy 54% of donors are willing to talk to friends and family about their favorite organization. #sm4np
    8. 8. 8 Is organic reach enough? • A company or organization’s organic reach for their average post currently sits around 6.5% (as of April 2014) • It’s expected to go down to only 1% #sm4np
    9. 9. 9 Organization Top Challenges Source: Charity Dynamics Social Engagement Survey March 2014 Top Challenges Driving Engagement Content Creation Audience Growth Measuring Impact Reaching Right Audience #sm4np
    10. 10. 10 Overcome dwindling organic reach? 1. Content 2. Pay to Play 3. Get your supporters to tell your story #sm4np
    11. 11. 11 Content! • Social media is being used more and more to deliver content • Content must be meaningful and worthwhile to your followers #sm4np
    12. 12. 12 Tips for Engaging Social Media Content 1. Use pictures 2. Use humor 3. Keep time zones in mind 4. A/B Testing 5. Frame content to suit your social media audience 6. Partner with content generators 7. Interviews / Surveys #sm4np
    13. 13. 13 Pay to Play! • Like it or not, you may need to pay to boost posts • Put a strategy in place • Set goals for social media audience • Promote the posts with specific engagement • Measure impact and assess ROI of paid promotion Social Media Promotion Spend Never Rarely Sometimes Often Source: Charity Dynamics Social Engagement Survey March 2014 #sm4np
    14. 14. 14 Get your supporters to tell your story! • Ask supporters to share your story in social media posts, website, and email • Mobile friendly content and apps make it easier for your supporters to share your story with their family and friends • Posts by your supporters see almost 10X the views as your posts #sm4np
    15. 15. THREE LEVELS OF SOCIAL MEDIA #sm4np
    16. 16. 16 #sm4np
    17. 17. 17 #sm4np
    18. 18. 18 #sm4np
    19. 19. 19 #sm4np
    20. 20. 20 Share in Navigation and Multiple Platforms #sm4np
    21. 21. 21 Share in Navigation and Multiple Platforms #sm4np
    22. 22. 22 #sm4np
    23. 23. 23 Regular updates to Your social Media Pages #sm4np
    24. 24. 24 #sm4np
    25. 25. 25 Provide Participants with Interesting Shares #sm4np
    26. 26. 26 Coach Supporters to Use Social Media #sm4np
    27. 27. 27 #sm4np
    28. 28. 28 What You know • Who’s using social media? • What are they talking about? • What asks are they responding to? #sm4np
    29. 29. 29 So, What? • What are the best channels to reach valuable supporters? • What’s the value of your investment in social media? • How do participants, donors, team captains, and others behave differently when they use social media? #sm4np
    30. 30. 30 Available vs. Attainable Online Activities Offline Activities Profile Demographic #sm4np
    31. 31. 31 Impact – Look for the Ripple Effect
    32. 32. #sm4np
    33. 33. Contact Charity Dynamics at: info@charitydynamics.com #sm4np

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