Social Media Tactics for Nonprofits - University of Michigan

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Guest lecture for business class at University of Michigan.

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  • The Next Generation of American Giving study is based on an online survey of 1,014 U.S. donors that was fielded in May, 2013.18-3262% Give via a mobile phone55% of Gen Y follow charities on social media; with 29% saying that social media is an extremely important way to stay in touch. 8% of Gen Y donors have given via social media.43% Are willing to fundraise on behalf of orgs
  • 33-4847% give via mobile40% give through the web46% fundraise on behalf of org10% of Gen X donors have given via social media. 19% think it’s an important way to stay in touch.
  • Largest % of giving = 43% (here is where you focus your traditional fundraising efforts)5% of Baby Boomers have given via social mediaOnly 5% say it’s an important way to stay in touch.No mobileDirect mailGive through the webRecurring giving
  • 1% of Matures have given through social media. 2% say it is an important way to stay in touch.An appeal via social media from a group you follow is somewhat acceptable to Generation X and Generation Y, but not acceptable to a majority of Boomers or Matures. Even among younger donors, roughly one-fourth say this is unacceptable. Direct mail Honoring othersVery light on ways to connect
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  • Social Media Tactics for Nonprofits - University of Michigan

    1. 1. What has changed? (since the book came out) Writing a Tech Book Is Like Shooting at a Moving Target
    2. 2. 18%
    3. 3. $1,000,000,000
    4. 4. 26%
    5. 5. 23%
    6. 6. 350 Million
    7. 7. 300 Million
    8. 8. 2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
    9. 9. 2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
    10. 10. 2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
    11. 11. 2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
    12. 12. 2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
    13. 13. 1. The Average Respondent Facebook & Twitter Communities Grew by 30% and 81%, respectively. 2. The Most Common Fundraising Tactic on Facebook is an Ask for an Individual Gift. 3. Respondent Budgets and Staffing for Commercial Social Networks Continue to Climb 4. The Top 3 Factors for Success on Social Networks: Strategy, Prioritization, and Dedicated Staff 5. Facebook Advertising is Used Primarily to Meet Non-Fundraising Goals 6. Google+ Struggling to Gain Momentum and PinterestPops as Top Newcomer.
    14. 14. The Next Generation of American Givingwww.blackbaud.com/nextgen
    15. 15. The Next Generation of American Givingwww.blackbaud.com/nextgen
    16. 16. The Next Generation of American Givingwww.blackbaud.com/nextgen
    17. 17. The Next Generation of American Givingwww.blackbaud.com/nextgen
    18. 18. The Next Generation of American Givingwww.blackbaud.com/nextgen
    19. 19. Awareness
    20. 20. TACTIC Start, Join, & Organize Conversations with Hashtags
    21. 21. Use Facebook Social Plug-ins on Your Site TACTIC
    22. 22. TACTIC Make a Buzzworthy Video
    23. 23. Boost Your SEO Rankings with Google+
    24. 24. Engagement Engagement
    25. 25. TACTIC Engage the Blogging Community
    26. 26. TACTIC Organize a Tweetup
    27. 27. TACTIC Create a Flickr Group to Support Your Mission
    28. 28. Integrating & Organizing Social Communications with an Editorial Calendar
    29. 29. Optimizing Communication Style & Content for Each Social Channel
    30. 30. Socialize Your Event
    31. 31. Conversion Conversion
    32. 32. Advocacy Advocacy
    33. 33. TACTIC Empower Supporters to Take Social Action
    34. 34. TACTIC Integrate Supporter Photos with Other Channels
    35. 35. Recognize Your Donors, Volunteers, Staff, Board Members – Everyone!
    36. 36. Giving Tuesday
    37. 37. Share!
    38. 38. Fundraising Fundraising
    39. 39. Use Pinterest to Drive Commerce
    40. 40. Reach Specific Market Segments with Social Advertising
    41. 41. Best Use of Social Media
    42. 42. Worst Use of Social Media

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