The Power of Engagement – Integrating Social Media into Your Donor Communication Strategy

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Zach Christensen, Creative Director & Jessica Mimick, Social Media Strategist, The Stelter Company

Twitter Handles: @zach_c, @JessicaMimick

Social Media offers very personal ways to connect with your donors, prospects and supporters…but how does social engagement fit into an overall communications strategy? Zach and Jess will offer some easy-to-implement ideas to help your organization best take advantage of its social network to accelerate fundraising and donor communication efforts.

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The Power of Engagement – Integrating Social Media into Your Donor Communication Strategy

  1. 1. The Power of Engagement Integrating Social Media Into Your Donor Communication Strategy New York City – March 17, 2014
  2. 2. EngagementMarketing
  3. 3. Why Should I Care About Social Media? INTRODUCTION
  4. 4. There were many geographical barriers to building community prior to the digital age.
  5. 5. Social hasn’t just moved the hurdle...it has eliminated these barriers
  6. 6. One in four donors wish to connect with nonprofits via Facebook Source:“Stelter 2012 Donor Insights Report” Social networks are quickly becoming the de facto communication channel.
  7. 7. 2010 2012 Source: Pew Internet Money raised through social networks has doubled over the last two years.
  8. 8. ACTIVATEENGAGEACQUIRE
  9. 9. TIP #1 ACQUIRE Get Social with ALL Channels
  10. 10. @jessicamimick Just spoke with @justinscott...he is officially #cancerfree and coming home tomorrow – #miracleworkers!
  11. 11. Mine social networks for content Find comments that supports mission Integrate with your website, email Include in direct mail campaigns ACQUIRE›❯›❯
  12. 12. TIP #2 ENGAGE Gamification is Powerful (and Easy)
  13. 13. Let your mission work for you Create social games that amplify your mission, underline your value and/or emphasize the need for support. Draw your supporters and prospect to these games via web, email and social channels. Monitor all available analytics to mine for prospects. ENGAGE›❯›❯
  14. 14. TIP #3 ACTIVATE Encourage Participation… DraftYour Army
  15. 15. An army of advocates are within your reach ACTIVATE›❯›❯ Like, Comment or Post – it all counts. Does your content generate action? Point social content to unique calls to action to measure effectiveness
  16. 16. Daughters of the American Revolution CASE STUDY
  17. 17. ABOUT Founded: 1890 ! Mission: Historic Preservation, Education, Patriotism ! Membership: 177,000 (more than 920,000 have joined since it was founded) ! Chapters: 3,000 chapters in all 50 states and DC (and in more than 15 countries WW) ! President General: Lynn ForneyYoung
  18. 18. Insert DAR Campaign
  19. 19. Results Conversion Rate Engagement and activity for Quiz 3 is an outlier based on expectations. 26% Dollars Raised It is rare to achieve a virality score of more than 2,000 merely three weeks into a campaign. $45k Growth in Fan Base The number of campaign views exceeded expectations, particularly based on the lack of marketing. 15% Referrals This number of referrals typically requires a Facebook fan based of more than 50,000. 40 + First ever social media campaign + Raised $45,000 during campaign + Generated action from more than 10,000 members 57 Average Age of Participants This number of referrals typically requires a Facebook fan based of more than 50,000.
  20. 20. You Can Do It! 3 TIPS›❯›❯ Curate public-facing social content and use it EVERYWHERE! Use games to engage your fans. Put your community to work for you.
  21. 21. New York City – March 17, 2014 The Power of Engagement Integrating Social Media Into Your Donor Communication Strategy

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