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Social Media Innovation in Friends Asking Friends
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Social Media Innovation in Friends Asking Friends

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Let’s face it. Fundraising is a lot easier when you have a little help from your friends. This session will reveal the latest tools and technology we’ve built into Friends Asking Friends to make ...

Let’s face it. Fundraising is a lot easier when you have a little help from your friends. This session will reveal the latest tools and technology we’ve built into Friends Asking Friends to make it simpler and more effective than ever for your participants and supporters to raise money for your cause. We’ll also take a look at new research and statistics surrounding the impact of social media tools on peer-to-peer fundraising. You’ll leave this session with fresh ideas and actionable items to help your participants start raising more money on your behalf today.

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  • Section header
  • Blackbaud Friends Asking Friends is a set of tools that empower event participants to become successful fundraisers (online & offline), extends your organizations and participants reach with built in social media and mobile tools, and manages your events more efficiently with easy to use dynamic reporting tools (the reporting tools really differentiate FAF from competitors – they’re flexible and dynamic – making it easy for event staff to access participant data).
  • The next few slides are a Case Study about American Heart Association’s Heart Walk program. By creating a more engaging National Heart Walk site, standardizing event templates/sites and creating a targeted email campaign – AHA empowered Heart Walk participants to achieve fundraising success.
  • Of the individuals who set personal fundraising goals of $1000 or more; 51 percent were team captains.
  • Number of emails sent is a key way to measure event success. Participants who send more than
  • Social media continues to grow and is constantly changing. These are the updated starts for popular social media sites, which are supported by FAF – Facebook, Twitter and YouTube
  • Why is social media important when it comes to FAF? Participants are multichannel fundraisers – facebook and twitter allow participants to reach out to a large number of potential donors – right from their fundraising headquarters.Not only are organization raising funds w/ social media but, they’re also creating more awareness for their cause & organization.Average social media gift: $40
  • Social media impact on online event fundraising is quantifiable:Average volunteer fundraiser using a combination of You Tube, Twitter, and FeedRaiser™ (Sphere + Facebook) raised $1200Average volunteer fundraiser using no social media tools raised $200
  • Fundraising on the Go! With mobile ready FAF Fundraising is no longer confined to desktops and business hours.Take your events on the road with mobile ready event, personal, team, and individual donation pages. Automatically redirects mobile devices to the corresponding mobile pages to make it easy to donate anywhere. BB FAF white papers are available on: www.FriendsAskingAmy.com or blackbaud.com/rwr
  • FYI -19 and 20 are have same info- presented differentlyWith Blackbaud Friends Asking Friends organizations can build strong lasting relationships with event participants. They’re able to turn one time event participants into committed lifetime volunteers and donors
  • Donna will speak
  • Reporting tools to understand participants
  • holistic view of all of our marketing campaignsIt is the most widely used website statistics serviceBounce rate (sometimes confused with exit rate)is a term used in web site traffic analysis. It essentially represents the percentage of initial visitors to a site who "bounce" away to a different site, rather than continue on to other pages within the same site. A bounce occurs when a web site visitor only views a single page on a website, that is, the visitor leaves a site without visiting any other pages before a specified session-timeout occursBounce rates can be used to help determine the effectiveness or performance of an entry page. An entry page with a low bounce rate means that the page effectively causes visitors to view more pages and continue on deeper into the web site.[3]Integrated with ad words,users can review online campaigns by tracking landing page quality and conversions(goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. These can also be monetized. By using GA, marketers can determine which ads are performing, and which are not, providing the information to optimize or cull campaigns.Through the use of GA analysis, poor performing pages can be identified using techniques such as funnel visualization, where visitors came from (referres), how long they stayed and their geographical position. It also provides more advanced features, including custom visitor segmentation.

Social Media Innovation in Friends Asking Friends Social Media Innovation in Friends Asking Friends Presentation Transcript

  • t
    Social Giving with Blackbaud Friends Asking Friends
    Amy Braiterman
  • LET’S BE SOCIALI’m @abraiterman on Twitter #BBjourneywww.FriendsAskingAMy.com
  • WALK
    RIDE
    RUN
  • organizations utilizing P2P fundraising
  • Why I took action?
    To benefit community
    35%
    A friend/family asked me
    #2
    39%
    Physical challenge
    37%
    Connection to cause
    #1
    69%
    Wanted to be company team
    32%
    Organization asked me
    22%
  • Friends Asking Friends® Components
    “Friends Asking Friends helped make the event extremely successful and brought Dana Farber Cancer Institute a great ROI.
    By making the event virtual and available through our website, 87% of our donations were online gifts.”
    ~Laurie Maczko, Director of Application ServicesDana Farber Cancer Institute
  • Online Participant Results
  • Blackbaud Friends Asking Friends
    More than $1.3 billion raised
    37,000 events and counting
    17M participants & 31M donors
    Average participant sends 28 emails
    1 in 4 FAF emails convert
    FAF emails have a 90 percent greater open rate
    Average online gift size: $60
    American Heart Association, Alzheimer’s Association, Arthritis Foundation, Autism Speaks, Big Brothers Big Sisters, Best Buddies International, Dana Farber Cancer Institute, March of Dimes and National Down Syndrome Society
  • Online tools Empower event participants to become successful online fundraisers.
    ExtendsREACHwith built in social media and mobile tools. Open platforms allows partners and organizations to develop new technologies that easily extend and integrate with Blackbaud Friends Asking Friends
    Manage participants more efficiently. Reporting capabilities provide the ability to oversee online and offline activities to understand participant behavior and create fundraising plans based on the level of engagement.
    What is Blackbaud Friends Asking Friends?
  • Empower participants to become successful fundraisers
    Blackbaud Friends Asking Friends
  • Signing Up for an event
    This is an opportunity to learn about your participants
    Understand participants mission connection, interests, social media, fundraising goals
    Segment participants into groups depending on level of engagement and goals. Create communication plan accordingly
    CAUTION: You’ll be tempted to ask lots of questions, but be courteous participants and don’t make the form too long
  • Blackbaud Friends Asking friends: My HQ
  • Why are personal pages effective?
    • Donor reads a personal appeal from a friend
    • The donor wants to support his/her friend
    • The donor wants to help friend reach his/her goal
    • Donor wants to be recognized for his/her gift
    • The website offers an easy way to give with a credit card
  • Personal Page Results
  • Did you participate on a team?
    52%
    64%
    73%
    81%
  • Team Fundraising Success
    Individuals / Non- Members
    Team Captains & Members
  • Team Captain Goals
  • What’s your fundraising goal?
    <$100
    14%
    $100 - $199
    19%
    $200 - $299
    15%
    $500 - $749
    13%
  • Friends asking friends: Team Web Pages
    Peer-to-Peer fundraising is a team sport!
    Make the experience more meaningful by participating with family, friends and co-workers
    Team Pages Provide Features for:
    • Personal Appeals
    • Goal Attainment
    • Recognition
  • Online Tips and Tools
  • Online Fundraising Challenges
    Add competitive components to your event- everyone loves a challenge
    Create a special online challenge to support organization initiative
    • Team captain challenges
    • Get X team by X date to be entered into raffle
    • X team members to raise $X to be entered into raffle
    • Congratulate winners!
    You can always add an online promotion to encourage fundraising or to support participant activity
  • Best Practices: Empowering Participants
    Registration form can be used to learn about participants interest and mission connection.
    Provide steps to setting up personal page in collateral materials.
    Emails, team captain kits, walker manuals
    Share why setting up personal page is important.
    Chance to share your story
    Honor and remember loved ones
    Make follow up calls to participants and be sure to remind them personalize their webpage
    Connect online and offline efforts. Offline efforts increase online activity!
  • Expand your reach with Email, social media, and mobile tools
    Blackbaud Friends Asking Friends
  • Personal E-mail Solicitation - Why it works?
    They are asked by a friend
    Message from a friend means high response rates
    E-mail is easiest and least intimidating way to ask.
    Quick link directing friends to personal page
  • How many participants send emails?
  • The average participant sends about 28 emails
    About 1 in 4 emails (25%) result in a donation
    The average online gift is about $60
    Each email sent by participants is worth about $15
    80% of online donors are new to the organization
    The bottom Line
  • Social media is continuous, growing and has changed the way we interact
    700 billion: number of minutes spent on Facebook per month. Up from 150 billion in 2008 and 500 billion in 2009.
    24 hours: amount of video uploaded to YouTube every minute. 2 billion: number of YouTube videos viewed per day.
    95 million: average number of tweets sent per day. In early 2009, around 2.5 million tweets were sent per day. By the end of 2009, 35 million tweets were sent per day, up 1,400%
    More than 50%of the world’s population is under 30 and have never experienced life without the Internet.
    It’s a social world
  • Friends Asking Friends – Social Media Toolkit
    Allows event participants to reach more people and share compelling messages
    Average Facebook user has 130 friends
    Average Twitter account has 70 followers
    YouTube allows participants to visually tell their story
  • Used by Most Successful Fundraisers
    Social Media Users Set the Highest Goals
    Social Media Users Come Closer to Reaching their Goals
    Social Media Users Are Your Top Supporters
  • Comparison of Average Participant Fundraising Goals and Online Donations
  • Average Gift Mobile Web: $56
    40% of mobile subscribers owners go online on their mobile phones, about million Americans.*
    E-mail is most popular in US- representing more than 41% of mobile Internet time. That’s up from 37% last year. **
    Social media use makes people consume email more, not less, particularly for the highest social media users.**
    Blackbaud Mobile READY FAF
    * 2010 May Pew Internet Phone Survey
    ** Neilson Study
  • Best Practices: Extending Reach
    Include information about tools in all participant communications
    Emails, team captain kits, walker manuals
    Provide social media information on website and give examples of how tools are used
    Share social media and mobile success stories in emails, newsletters and on social media platforms
    Include message about mobile and social when making follow up phone calls
    Highlight tools during team and event kickoffs, fundraising clinics and personal one on one meetings
    Online success requires an integrated strategy. Always including information about online tools in all your offline efforts.
  • Manage events more efficiently
    Blackbaud Friends Asking Friends
  • Understanding Your Data
    Helps with creation of fundraising goals. Last year’s achievements become next year’s successes
    Be better stewards of their participants by tracking:
    Fundraising activity, interests, goals
    Number of emails sent, open rate and conversion rate
    Create and implement personalized retention and cultivation strategies for event participants
    Year round fundraising plans
    Move participants up the pyramid
    Engage with participants at organization events
  • Understand participant behavior
    Create fundraising plans based on the level of engagement
    Implement year round retention and cultivation strategies for event participants
    Reporting provides staff ability to
  • Dynamics reports
  • Track your progress: Mid-season Core Metrics
    Core Metrics
    • A set of data that measures the success and projected success of your event
    • Snapshot of event’s performance
    • Measure against your goals/plan for the season and against last year
    Actionable metrics
    • The metrics you have the ability to influence via your marketing tactics
    • Participant Behavior can be influenced mid season
  • What metrics should I track?
    Participant Behavior
    • Team size and fundraising performance
    • Number of emails sent
    • Adoption of social media tools
    • Fundraising goal
    Segments
    • Core segments as defined entering into season
    • Upon analysis, any segments that pop up different than initial list
    Overall Event Gauge
    • Donation $ raised
    • Number of donations received
    • Number of participants
    • Source performance
    • Site traffic
    • Number of Teams
    Detailed Participant Metrics
    • Average donation amount
    • Donation $ / participant
    • Donation # / participant
    • Emails sent / participant
  • Managing Event: Google Analytics
    What is Google Analytics?
    It provides insights on web site traffic by generating detailed statistics about visitors to your website.
    What can I learn about my website?
    Google Analytics can track visitors from referring sites including: search engines, display advertising, pay per click networks, email marketing
    Page performance (bounce rates)
    Time one site, time on pages
    Geographic information, service providers
    How do connect my event with Google Analytics?
    Website Checklist Front Page Customization
    Enter Google Analytics Code
  • Best Practices: Managing Participants
    Understanding data helps with the creation of fundraising plan and goals.
    Analyzing event results allows you to build on the previous year’s achievements
    Track your progress mid season: How is the event performing? Is it on target, above or below
    Participant behavior can be influenced mid season
    Pull the data you need. Take the time to create and save reports
    Friends
    Asking
    Friends
    Blackbaud
  • Want to learn more? Be sure to check out…
    Blackbaud Blogs
    http://www.FriendsAskingAmy.com
    http://www.NetwitsThinkTank.com