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Fundraising with Facebook - Insights from the Artez Interactive whitepaper - AFP International 2013
 

Fundraising with Facebook - Insights from the Artez Interactive whitepaper - AFP International 2013

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When you ask social network users which platform is their favourite, the overwhelming answer is Facebook, but, how much do you know about the impact of Facebook on online donations? This session ...

When you ask social network users which platform is their favourite, the overwhelming answer is Facebook, but, how much do you know about the impact of Facebook on online donations? This session examines how Facebook affects peer-driven or "crowdsourced" online fundraising campaigns, using data from "Fundraising with Facebook", the Artez Interactive research paper. Presented April 8, 2013 at the Association of Fundraising Professionals (AFP) International Conference.

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  • http://techcrunch.com/2013/02/17/social-media-statistics-2012/ -- December 2012 Facebook – Socialbakers / Twitter is Pew Internet Life studyPinterest has practically caught up with Twitter, with 15 percent and 16 percent of adult U.S. Internet users on each network, respectively. Pinterest, which launched in 2009, has experienced explosive growth, especially with a white, female and affluent user base.
  • 50% of Facebook users log in every day.Read more: http://www.businessinsider.com/chart-of-the-day-facebook-will-have-one-billion-users-by-september-2012-1#ixzz29bWKcghZOnly 27% Twitter’s user base is active —number of accounts that were modified over a three-month period, 24% are likely to purchase tablet in the next 12 months,
  • All social traffic in a campaign – 90% is Facebook / Twitter is at 5%.About 3.9 million unique visitors
  • Conversion rate is 16%Average bounce from email is 47.7%
  • Georgetown University's Centre for Social Impact Communication and Waggener Edstrom Worldwide have a published a very interesting study, Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes. The report looks at 2,000 digitally-engaged, cause supporting adults and provides some great insights into their donation habits. http://www.artez.com/blogs/digitalfundraisingfromatoz/fascinatingnewinsightsonsocialmediafundraising
  • Online donation portal site Network for Good described this effect in social giving as: “broad appeals to friends of friends can result in smaller gifts as the relationship between the fundraiser and the donor gets weaker.” It’s possible that Facebook represents a group of donors who are more casually acquainted with the person who is fundraising.
  • http://www.qas.com/address-software/resources-for-you/contact-data-quality.htm52% of organizations say email address data is the most utilized peice of contact data, and one of the most difficult to verify.
  • http://www.qas.com/address-software/resources-for-you/contact-data-quality.htm52% of organizations say email address data is the most utilized peice of contact data, and one of the most difficult to verify.
  • 2.8 x / 58%
  • http://coldestnightoftheyear.org/facebook witty / serious / hashtag / cover images
  • http://coldestnightoftheyear.org/facebook witty / serious / hashtag / cover images
  • http://shinerama.blogspot.ca/2012/08/so-you-want-to-be-social-media-star.html
  • http://mashable.com/2012/09/27/instagram-passes-twitter-users/Instragram has more active daily mobile users than Twitter
  • 23,000 users, 25-34 age range
  • 25-34 age range In general, women are more likely than men to donate to charitable causes, particularly health-related charities. Many of the most popular peer-to-peer run, walk & ride events are related to hospital fundraising or health and disease research. Research also indicates that women are more active on Facebook than men. For example, a Pew survey estimated that women average 21 updates a month, as compared to 6 updates for men.
  • Mobile web donations have increased 205% in the last 12 months

Fundraising with Facebook - Insights from the Artez Interactive whitepaper - AFP International 2013 Fundraising with Facebook - Insights from the Artez Interactive whitepaper - AFP International 2013 Presentation Transcript

  • Fundraising with Facebook:The numbers and the insights! AFP International 2013
  • @snotforprofit #AFPicon#afpicon
  • “Fundraising With Facebook” Download at Artez.com#afpicon
  • #afpicon
  • Social media & peer-driven campaigns#afpicon
  • Traditional#afpicon
  • Experiential#afpicon
  • Community driven#afpicon
  • We looked at buckets of data so you don’t have to …#afpicon
  • First, a story about your supporters#afpicon
  • 71% 16% 15%#afpicon
  • 50% … log in every day 27% … are active users The preferred network for multiple users is Facebook.#afpicon
  • 12% facebook 2% mobile facebook Facebook: A top referrer to fundraising & donation pages.#afpicon
  • 90% Facebook 5% Twitter Social traffic in a peer-to-peer campaign...#afpicon
  • Who likes to bounce? Facebook - 69% Twitter - 81% Who likes to convert? Facebook: Stickiest Traffic?#afpicon
  • Digital Persuasion "Facebook is far and away the king when it comes to social media platforms used to engage with causes.“• 92% of people "like" a charity or cause• 69% of people have "liked" posts by a charity• 48% have shared a charitys posts or links#afpicon
  • Now, a story about fundraising!#afpicon
  • 2 perspectives, 3 scenarios Donors Participants#afpicon
  • Donor: Facebook Referral #1 The donor clicked on the link from Facebook#afpicon
  • Registrant: Facebook (Social Login) #2Registrant signed-up using Facebook credentials#afpicon
  • Donor: Facebook Connect (Social Login) #3Donor logged into Facebook on a donation form#afpicon
  • Dive, dive, dive … into the data !#afpicon
  • Facebook Referral Data Pool 135 North American #1 campaigns • All events had over 100 registrants • 645,000 individual donations • $40.6 million dollars raised#afpicon
  • Facebook Referral 15-18% of donations came from Facebook • Highest percentage 33% • Lowest 2%#afpicon
  • Facebook Referred Donations Average Pledge Average PledgeReferred by Facebook Not Referred by Facebook $45 $67 #afpicon
  • More Facebook donations? • School & university based events • Team–based & corporate events • Events requiring a registration fee • Events requiring a “fundraising minimum”#afpicon
  • Facebook Registration (Social Login) #2Registrant signed-up using Facebook credentials#afpicon
  • #afpicon
  • #afpicon
  • #afpicon
  • Social login is buzzing! 77% of social media users prefer social login to traditional registration. - Janrain#afpicon
  • Social login is buzzing! 40% of people use a "forgot password" feature once a month.#afpicon
  • Facebook login is most popular• Facebook - 54%• Twitter - 10%• Google – 25%#afpicon
  • 52% of orgs say email is most used contact data and most difficult to verify. – Experian QAS#afpicon
  • 17% of Americans change addresses annually.#afpicon
  • Social Login Data Pool 25 North American events • 36,000+ fundraisers (raised over $0) • At least 100+ FB registrants in each event • $5.7 million in solicited donations#afpicon
  • Facebook Registration 16% Highest percentage we saw was 27%#afpicon
  • Facebook Fundraisers Fundraisers who connected their account to Facebook raised on average… 40% more than regular registrants#afpicon
  • Richer friends???#afpicon
  • Fundraising Success – Number of Donations 30% Facebook Registrants Non-Facebook Registrants#afpicon
  • Activation Are registrants who connect with Facebook more likely to raise money in an event? This time we looked at an even larger group of event registrants!#afpicon
  • Activation Are registrants who connect with Facebook more likely to raise money in an event? 144,000 registrants in 150 North American events with social login enabled.#afpicon
  • Likelihood to Fundraise Facebook Non-Facebook Registrants Registrants 69% 52% Facebook registrants are 32% more likely to raise over $0.#afpicon
  • Case Study – Charity Run#afpicon
  • Case Study – Charity Run • Single city • 1000 registrants • Registration fee & incentives • 17% connected with Facebook • Raised $240,000 in pledges#afpicon
  • Fundraising Success – Amount Fundraised Facebook Non-Facebook Registrants Registrants $319 $221 44%#afpicon
  • Case Study – Number of Donations Facebook Non-Facebook Registrants Registrants 7.6 4.8 58%#afpicon
  • Case Study – Likelihood to Fundraise Facebook Non-Facebook Registrants Registrants 87% 79% 10%#afpicon
  • Facebook Connect (Social Login) #3Donor logged into Facebook on a donation form#afpicon
  • Facebook Connect Donations Percentage of donations made while connected to Facebook 125 events 4% 250,000 individual donations#afpicon
  • Facebook Connect Donations Average Pledge Average PledgeFacebook Connected Not Connected to Facebook $64 $66#afpicon
  • Facebook Connect Donations Average Pledge Average PledgeFacebook Connected Not Connected to Facebook $64 $67 Persistent login for donations#afpicon
  • Some key points to sneak away with ….• 15-18% of peer-driven campaign pledgesare referred directly by Facebook.#afpicon
  • Some key points to sneak away with ….• 16% of registrants choose to register withFacebook.• Participants using Facebook social login are:- More likely to raise at least donation- Raising 40% more money on average- Soliciting more individual donations on average #afpicon
  • Facebook & stewardship#afpicon
  • #afpicon
  • #afpicon
  • #afpicon
  • #afpicon
  • #afpicon
  • #afpicon
  • What more do we want to know? Hey, what about Twitter!?#afpicon
  • What more do we want to know? • Compare year over year performance • Compare to email solicitations • Compare to mobile fundraising#afpicon
  • The effect of fundraising pages inside Facebook?#afpicon
  • #afpicon
  • Facebook fundraising & gender! Facebook fundraising app users: 69% female#afpicon
  • Mobile, social & gender! Mobile facebook fundraising app users: 77% female#afpicon
  • The unavoidable intersection of social & mobile#afpicon
  • Mobile Facebook users are 2x more active than non-mobile users#afpicon
  • Traffic to fundraising & donation pages#afpicon
  • Donors are pledging on mobile devices Up from 2.15% averagemobile donation in Jan 2012#afpicon
  • What about event participants using mobile web and apps to fundraise?#afpicon
  • Performance: Mobile fundraisers raised more$1,800.00$1,600.00$1,400.00$1,200.00$1,000.00 $800.00 $600.00 $400.00 $200.00 $- Event 1 Event 2 Event 3 Event 4 Event 5 Event 6 Event 7 Event 8 Event 9 Event Event Event Event Event Event Event 10 11 12 13 14 15 16#afpicon
  • “Mobile fundraisers” raise more money Mobile fundraisers raised significantly more than non-mobile participants. Light mobile: 2.2x more Good Better Best Heaviest mobile: 2.95x more#afpicon
  • Grab the whitepapers for more info Download at Artez.com#afpicon
  • @snotforprofit #AFPicon#afpicon