new media from social network
to engagement to advocacy
web-centric organizations
that get online results

julie chiron
web pioneer. urban farmer. online marketing
15 years. blogger. facebook. linkedIn.
twitter. mobile. what’s next?

bob brock
boomer. pops. communicator for 35 years.
brand consultant to 150+. blogger. facebook.
linkedIn. twitter. mobile. still transitioning…

session profile
- overview
- social networking strategy
- what works, what doesn’t
- UC Berkeley approach
- UC Berkeley example &
future directions
- open discussion

web centriccampaign sites
yourspace facebook
push-pull
youtube blog web adv. myspace
interactive
twitter bebo
linkedin

social marketing
people most trust…
…someone like themselves
- Edelman Trust Barometer, 2008
conversation
vs. sales pitch
→ casual
→ personal
→ indirect

online trends
2008:
growth of
14% - 28% over
year prior
smaller gifts,
but more of them
Slowing of 2006-07 growth
of 27% - 45% (esp. Q4), but more
robust than other channels

leaderboard
INSTITUTION
higher ed online*
2004 2008 GROWTH
1. Stanford University $2,058,633 $7,090,670 244%
2. Virginia Tech $1,660,861 $6,372,798 284%
3. University of Notre Dame $1,952,192 $6,281,112 222%
4. Duke University $2,116,610 $6,004,000 184%
5. Columbia University $1,648,812 $5,214,200 216%
6. University of California at Berkeley $643,609 $4,623,977 618%
7. University of Pennsylvania $1,262,837 $4,420,338 250%
8. Dartmouth College $1,744,028 $4,382,256 151%
9. Princeton University $1,430,761 $4,199,291 194%
10. University of North Carolina at Chapel Hill $598,209 $3,681,801 516%
11. Georgetown University $670,642 $3,641,715 443%
12. Ohio State University $245,201 $3,499,312 1,327%
* Chronicle of Philanthropy, May 2008

leaderboard non-profit online*
ORGANIZATION 2004 2008 GROWTH
Fidelity Charitable Gift Fund $117,000,000 409,409,778 250%
United Way of America 105,600,812 245,280,281 132%
American Cancer Society 12,683,357 101,361,891 699%
National Multiple Sclerosis Society 16,500,000 45,700,000 177%
Campus Crusade for Christ International $6,700,000 $43,000,000 542%
* Chronicle of Philanthropy, May 2008

public vs private
A do you use public or private social networks?
• public (Facebook, Myspace, LinkedIn, etc.)
• private (Harris, Imodule)
• both public and private
B custom-built or off-the-shelf
transaction interface?
• off-the-shelf (Convio, Kintera)
• custom built

strategies
• Online reaches new donors
(20%-30% first-time donors)
• 35% - 65% of visitors come
from satellite/landing URLs
• Smaller gifts,
averaging $150-$750
• Average gift 8%-10%
higher than traditional

issues • unconnected social networks
• lack of mission/vision
• no explanation of how
donations are used
• text-heavy website
• hiding “the ask”
• lack of shopping cart
• technology glitches

what works localize, personalize
1. creative donor galleries
2. support for local chapters
3. tools to help volunteers
host local events
4. personalized web pages
5. micro-targeting

what works cross-platform tactics
1. combine email and text
2. motivational push-pull emails
3. campaign/theme microsites
4. cross-linked networks
5. cross-platform, athletic
promotions

what works engage audiences
1. brand conscious, not evangelism
2. online honor roll portraits
3. make it a contest
4. donor challenges
5. create a mystery

what works partnering
1. PSA’s promos on partner sites
2. “Social Vibe” network
3. facebook “social causes”
4. sports fans
5. testimonial, reinforcement

what works managed presence
1. network mapping/integration
2. audience targeting/customization
3. shopping cart application
4. measuring alternate responses
5. ongoing contact capture

online strategy
centralized satellite
SCHOOLS, CAMPUS
ONLINE GIVING
Supports 300+ funds; PROGRAMS
used by entire Widespread online
representation; links to
campus; links to/from
online giving and
campus; recently campaign
redesigned
EVENTS, PROJECTS,
ONLINE ALUMNI WEB
PUBLICATIONS
COMMUNITY Companion Web site for
Email, jobs, directory, high-profile projects;
clubs, blog Facebook, online registration
Twitter, LinkedIn,
advocacy E-SOLICITATIONS,
SOCIAL NETWORK
core Facebook Causes,
CAMPAIGN WEB INTRANET, ADMIN Advoacy, Involver, email
Only centralized view Shared resources, and video solicitation,
of campaign; traffic collaboration, self help tools Add This
flow

giving trends
4.62
UC Berkeley
3.85
2.97
- 2008: ranked 6th
- 2004: ranked 13th 1.71
0.64
2004 2005 2006 2007 2008
*Chronicle of Philanthropy, Online Fundraising:
Colleges & Universities
in millions

a brief history
1994 2000 2002
1994 Berkeley Online
e-mail newsletter
2000 GivetoCal.com
online giving
2002 @cal
online alumni community

a brief history
2003 2004 2009
2003 @cal blogs, career network
introduction of social networking
2004 Cal Advocacy
systemwide tool to mobilize support
2009 Facebook causes/apps
social networking to raise funds

what works
Email Newsletter
- Stories about budget cuts, extraordinary
students, YouTube, athletics
- Experimenting with localization, targets
 Self-service newsletters
Future: Target young alumni

what works
Email Solicitations
- Newsy, deadline-driven appeals
- End of year emails; tax benefit by 12/31
- Reminders for regular donors
- Class campaigns video/email
 DM pitch, student/donor testimonials
 Expensive flash solicitations (early); flash for
parents
Future: Series of email videos with
personal feel

what works
Online Giving
- Getting to know donors
- Focus on gift transaction
- Giving opportunity searches
- Self-service tools for campus units
- Pass solicitation/ID codes to online form
- Campus unit promotion
 Flash with soft ask: great traffic, no gifts
Future: Pledges, multiple gifts

what works
Online Alumni Community
- Getting students and recent grads involved
- Prominent links off University portal
- Email forwarding for life (berkeley.edu)
- Twitter (was blog)
- Class Notes online
- Low-cost experimentation
 Facebook group
 Online events, now content on demand
Future: Facebook fan page; more exposure on
existing networks

what works
Social Networking
- Listening to what people say about you
- Raising awareness (brings gifts)
- Add This: free sharing tool
- Partnering with existing networks
- Video solicitations? Involver
 Facebook Causes?
 Getting caught up in the hype
Future: Facebook App - Donor Badge

new alumni challenge offline
centralized DIRECT MAIL, PHONE satellite
ONLINE GIVING Online giving options; SCHOOLS, CAMPUS
Challenge language website exposure PROGRAMS
added to giving forms; Charter Hill Society
special pages for messaging; unit
featured opportunities messaging; badges
ONLINE ALUMNI EVENTS, PROJECTS,
COMMUNITY PUBLICATIONS
Announcements to Campus publications link
WEB
community; email to campaign; donor
forwarding; class reunion magazine with wrap; LA
solicitations Campaign Rally
CAMPAIGN WEB
Challenge pages and E-SOLICITATIONS,
honor roll as part of SOCIAL NETWORK
core Donor Badge, Facebook
campaign; tying into
campaign theme
INTRANET, ADMIN Causes; Involver; email
Challenge collaboration group solicitations with code
and resources; backend
support; reporting

new media
discussion