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Social Media Tactics for Nonprofits - University of Michigan
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Social Media Tactics for Nonprofits - University of Michigan

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Guest lecture for business class at University of Michigan.

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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Transcript

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