Generations Wired: Engaging Donors with Social Media Tools

1. What is Social Media? 2. Social Media for the Generations 3. Engaging Donors with Social Media 4. Succeeding with Social Media

Social Media is...

Conversations

Connections

Communication

Community

Social Media is about forming relationships, sharing information, exchanging ideas...

Ask Yourself... What are my goals? Who is my audience? What is my capacity? What is my commitment?

What are my goals?

Who is my audience?

What is my capacity?

What is my commitment?

Pew Internet & American Life Project's December 2008 tracking survey Adult Internet Users with profiles on social networks 8% in 2005 to 35% 2008

Pew Internet & American Life Project's December 2008 tracking survey Women Outnumber Men on Social-Networking Sites 50% of women, compared with 42% of men

getting older getting younger staying in the middle

Teens “ ...anyone under 20 doesn't really see much use for e-mail” searchenginewatch, June 2009

20-Somethings “ Younger employees help senior executives unlock social media mystery” Chicago Tribune, Oct 2009

30-Somethings In Q3 2008, 69% of Gen Xers shopped online & 65% used online banking - more than any other group. Technographics Benchmark Survey

40-Somethings “ 40-something female web users are highly involved in social networking, often demonstrating a more personal connection to online activities than younger peers.” SheSpeaks, Dec 2008

“ 16.5 million adults ages 55 and older engage in social networking.” comScore, 2009 50-Somethings

“ In one year, 350,000 users created 1,700 groups discussing everything from gardening to social activism on AARP.org.” 60 Plus AARP, 2009

How do you engage donors using social media?

Listen

Galvanize

Call to Action

Social Media Process Be Present Listen Engage Call to Action Twitter Page Search Tweet Drive Traffic Facebook Page Social Ad Updates Facebook Cause

91% of nonprofits surveyed raise funds online, but only 58 percent of those nonprofits using social media cite fundraising as a goal for using it. “ Sharing our story,” building a community, public relations, and donor engagement/retention – not raising funds – were listed as the nonprofits’ top reasons for engaging in social media. Sage North America, 2009

Beth Kanter, Mashable 2009 Deepen relationships & engagement

...attribute the empowerment of their supporters to their social media strategy...makes it easy for members of the community to share personal stories and inspires action.

Beth Kanter, Mashable 2009 Individuals self-organize around a nonprofit cause

...encourages an individual who is a member of (Facebook) Causes to use their birthday as an excuse to raise money for a nonprofit organization.

Beth Kanter, Mashable 2009 Social change behind the firewall

...(social media) allowed them to engage with their supporters; it’s also helping them to reinvent their internal institutional culture, inspiring collaboration and efficiency.

1. Integrate into your MarCom plan. 2. Complete your profiles. 3. Follow and friend strategically. 4. Tap into friends of friends. 5. Announce your social media tools. 6. Leverage the tools. Succeeding with Social Media

BE TRANSPARENT

Aliza Sherman Conversify Alaska Wyoming Colorado UK www.conversify.net [email_address]