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Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
Social Media and the Next Generation of Canadian Giving
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Social Media and the Next Generation of Canadian Giving

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Slides from the Social Media and the Next Generation of Canadian Giving webinar

Slides from the Social Media and the Next Generation of Canadian Giving webinar

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  • 1. What do they really ?
  • 2. WHO ARE WE? Mike Johnston Founder, hjc, Integrated Fundraising Consultants Integrated Fundraising Specialists Danielle Johnson Vermenton Senior Interactive Consultant -- Blackbaud Strategic, Data-Driven Multi-Channel Marketing
  • 3. • Released Sept. 2013 • Exploring multi-channel preferences and charitable habits of 4 generations of Canadians • Featured in:  Hilborn Charity eNews, The Agitator, NTEN blog, Charity Village… Download the full report: http://www.hjcnewmedia.com/nextgencanadiangiving2013/ NEXT GEN: A LANDMARK SURVEY
  • 4. HOUSE CLEANING TIPS..
  • 5. A CHANCE FOR FUNDRAISERS ...to listen to donors.
  • 6. SOCIAL MEDIA CAN BE OVERWHELMING
  • 7. WHY IS SOCIAL MEDIA IMPORTANT? Traditional: physical communities workplace neighborhood church Now: electronic communities of interest professional networks ‘virtual’ friends Interest-sharing networks
  • 8. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Use it but Not Regularly Use it Regularly DONORS ARE USING SOCIAL MEDIA…
  • 9. Change.org 99% Twitter 41% Instagram 22% Facebook 17% LinkedIn 48% YouTube 59% Flickr 91% Pinterest 37% GEN Y NETWORK PREFERENCES
  • 10. Change.org 95% Twitter 23% Instagram 25% Facebook 47% LinkedIn 77% YouTube 15% Flickr 7% Pinterest 60% GEN X NETWORK PREFERENCES
  • 11. Change.org 40% Twitter 22% Instagram 16% Facebook 12% LinkedIn 80% YouTube 65% Flickr 4% Pinterest 1% BOOMER NETWORK PREFERENCES
  • 12. Change.org 8% Twitter 61% Instagram 1% Facebook 2% LinkedIn 25% YouTube 7% Flickr 64% Pinterest 12% CIVICS NETWORK PREFERENCES
  • 13. • What is the role of social media for non-profits? • What are the preferred social networks of each generation? • What role does social media play in Canadian giving? • How can I use social media strategically? THE UNKNOWNS
  • 14. TAKE-AWAY’S FROM TODAY • Which of my donors are using social media? • How do they use social media? • Do they value our social media efforts? • How can I engage my donors more effectively using social media? • What should I concentrate my social media efforts on?
  • 15. WHAT TYPE OF DONOR IS USING SOCIAL MEDIA?
  • 16. GEN Y • Most Active on social networks • Early adopters • Willingness to try new networks but have preferences • Most willing to connect, promote, and donate to your charity via social media • Most active group on YouTube, Facebook, Pinterest, Instagram, Change.org, Care2
  • 17. GEN X • Also heavy internet users • Not as quick to adopt new social networks • Comfortable supporting charities through social media • Most active group on LinkedIn, Flickr • Highly active on YouTube, Facebook, Twitter
  • 18. BOOMERS • Frequent internet users • Selective on networks they join and participate • Active on YouTube, Facebook and LinkedIn • Significantly smaller portion of users on Twitter, Foursquare, Flickr, Pinterest, Flickr, Instagram
  • 19. CIVICS • Civics spending as much time online as any other age group • Active on some social networks but are more passive when it comes to usage • Engagement increased on Facebook, YouTube, and LinkedIn since 2010 • A quarter of Civics are on LinkedIn • Least active on Care2, Change.org, Instagram, Pinterest, Twitter
  • 20. SOCIAL ENGAGEMENT
  • 21. DO THEY JOIN CAUSES ON SOCIAL NETWORKS? 28.0% 24.0% 12.0% 5.0% Joined a Non Profit and/or Charitable Causes Social Network Group GenY GenX Boomers Civics
  • 22. THINK ABOUT THE BRANDING MIX • Yes! Mainstream media remains important for recruiting new supporters • What if your non profit doesn’t have the budget? • There is hope! Online/social media is a great way to cost-effectively build brand and engage
  • 23. ROE
  • 24. ROE IS THE NEW ROI • Return on Engagement is a better way to track your social media efforts • Are your donors engaging with you through social networks? • But as Fundraisers: • Ensure donation pages and social media links are trackable!
  • 25. 58% 52% 37% 34% 24% 14% 38% 30% 21% 22% 9% 5% 16% 11% 5% 4% 2% 1% 8% 8% 3% 2% 1% 1% Follow on social media Share about charity on FB Follow a charity’s Twitter feed Fundraise using social media Pin something about charity on Pinterest Participate/watch a Google Hangout Gen Y Gen X Boomers Matures WHAT ARE THEY DOING ONLINE?
  • 26. • Donors value your social media presence – especially younger donors • Social media is important as a place where donors learn about you and interact with your cause • Connect with these donors to convert them into evangelizers for your cause WHAT DOES THAT MEAN FOR YOU?
  • 27. EVANGELIZERS
  • 28. WHO ARE YOUR EVANGELIZERS? • Social media is a modern day soapbox for causes and non-profits. • More than half of Canadian donors are comfortable telling others about the causes they support.
  • 29. 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% Gen Y Gen X Boomers Civics Promote Charity Through Facebook Raise Money for Charity Through Social Media THEY PROMOTE AND RAISE MONEY FOR YOU
  • 30. SOCIAL GIVING?
  • 31. DONATED THROUGH SOCIAL MEDIA IN THE PAST 12 MONTHS 56% 41% 41% 36% 35% 32% 32% 26% 22% 15% 13% 12% 6% 5% 5% 4% 4% 2% Checkout Donation Online Donation Honor/Tribute Purchase for Proceeds Pledge at Event Mailed Check/Credit Card Door to Door* Monthly Debit Street Canvassing* Third Party Vendor Email* Phone Radio/TV* Online Ad* Will/Planned Gift Mobile/Text Social Networking Site Stocks, Bonds, Property 6.0% 4.0% 3.0% 2.0% GenY GenX Boomers Civics
  • 32. 4% more American Civics promoted charities through social media AMERICAN DONORS American Gen X and Boomers find social media appeals 11% and 6% more acceptable than their Canadian counterparts Canadian Gen Xers are 8% more interested in viewing video posted by charities and supporters
  • 33. FUTURE OPPORTUNITIES • Seeing your impact through imagery resonates well with all generations • Gen Y would view charity’s photo stream and contribute video directly to charity • Gen X would follow a charity’s photo stream • Boomers and Civics would watch charity video
  • 34. 27.0% 15.0% 25.0% 14.0% 15.0% 16.0% 22.0% 18.0% 14.0% View Video Posted or Sent by Charity of its Supporters Contribute Video Directly to Charity or YouTube Group View Charity's Photo Stream Participate or Watch a Google Hangout Follow Charitable group on Social Network Pin Charitable Pinterest posts Raise Money through Social Media Share Photos, Links Twitter GEN Y GEN X BOOMERS MATURES Follow on Twitter 25% 19% 10% 5% Share photos or links 20% 24% 17% 9% Raise money through social media 35% 26% 20% 9% Pin charitable Pinterest pins 27% 19% 13% 7% Follow charitable group on social network 17% 19% 15% 6% Participated in a Google hangout 27% 18% 10% 4% View Charity’s Photo Stream 35% 31% 21% 13% Contribute video directly to charity 33% 16% 11% 5% View video posted or sent by charity or its supporters 24% 30% 29% 21%
  • 35. • All generations are using social media • Gen Y remains most active in social media • Facebook & YouTube remain most popular by far • Most donors are willing to share/promote causes with their networks • Donors really like images and videos of your cause • Donations through social networks remains a small percentage of total revenue NEXTGEN: KEY FINDINGS
  • 36. WHAT SHOULD YOU BE DOING ON SOCIAL MEDIA?
  • 37. YOU’VE GOT TO BUILD Awareness Volunteers Impact to revenue Crowd source ideas & resources
  • 38. Don’t think wall…think mall -Utilize the timeline & profile pictures -Encourage engagement, let fans post and always respond -Add a Donate & eNews sign up tab -Post updates, breaking news, questions, images, video -Fill out the About You section Most popular site -Participate in the Nonprofit program -Add a Donate banner to your videos -Be casual -Enable comments -Optimize for search -Brand your channel Short & too the point -Brand your page -Tweet as a person, don’t be institutional -Check out the competition & trail blazers -Engage your donors & volunteers Video & image community -Can integrate with Facebook, twitter & blogs -Can embed on your website -Great for posting event pics, volunteer projects, TY images
  • 39. THE CONVERSATION Be human, honest, helpful Have a distinct voice & personality Be open to feedback (yes, even the negative) Sincerity is of the utmost importance Make it about the people participating, not you Talk with, not at, people #1 rule of all social media sites KNOW your audience
  • 40.  Put a like button and integrate your social media in your email signature  Ask staff to do it too, require it as part of the organization signature template  Update email stationery with social media icons & links to your pages  Ask supporters to fan, like, friend, follow you  Add a share button when people make a donation  Check out http://wisestamp.com for resources TIPS FOR GETTING MORE FRIENDS, FANS, FOLLOWERS…WHATEVER!
  • 41. The ripple effect on FB -- for every 1000 friends/fans that equates to around 70 views for impressions (that is on the high end of looking at 100 NPOs).
  • 42. ENGAGEMENT THROUGH PINTEREST
  • 43. VIDEOS – NO MATTER THE BUDGET
  • 44. STEWARD YOUR DONORS MAKE SOCIAL MEDIA PART OF YOUR GRATITUDE STRATEGY  Amplify with social media  Create moments  Have a conversation  It’s free!
  • 45. • Post a shout out • Share photos and tag the donor • Tweet campaign updates, program updates, client quotes • Ask clients/recipients to post their stories • Ask donors to post on twitter or Facebook and tag your organization • Use your FB cover to celebrate • Celebrate your donors on your blog • Create videos
  • 46. More resources to get you started 5 Creative Ways to Say TY to your Facebook fans http://social.razoo.com/2012/09/five-creative-ways-to-thank-your-facebook- fans/ Get creative with Timeline Cover photos http://www.hongkiat.com/blog/creative-facebook-timeline-covers/ Make photos come to life with video & music (for free!) http://animoto.com/ 42 Creative Pinterest Ideas for Nonprofits http://www.frogloop.com/care2blog/2012/1/13/steal-these-42- creative-pinterest-ideas-for-nonprofits.html Follow John Haydon / Inbound Zombie on Facebook - the guru of nonprofit social media https://www.facebook.com/InboundZombie
  • 47. TO DO’S • Have a presence • Be social • Integrate – think cross-channel to build committed supporters • Remember that social media is most powerful when it can combine with the ‘human movement’ • Find a way to calculate ROE & ROI for different results (i.e. Fundraising vs. List building vs. Awareness building)
  • 48. CONSIDERATIONS • Does this make sense for my organization? • Can I leverage existing content? • Can I find imagery showing impact? • Can my organization make video accessible to our donors? • Can I access the individual fundraisers and donors for further cultivation?
  • 49. 6 THINGS TO KNOW FOR SOCIAL EXCELLENCE
  • 50. 1. DEFINE SUCCESS Q: How do you know what’s successful if you don’t know what success looks like? A: You don’t Solution: Take objectives and create goals
  • 51. BE SMART • Specific • Measurable • Attainable • Realistic • Timely “Raise $1000 on Facebook with integrated campaign by December 2014” “Reach 750 followers on Twitter by June 2014”
  • 52. 2. CREATE & PRIORITIZE CONTENT YOU News Social Media Programs Research Colleagues Friends
  • 53. 3. GET INTERNAL BUY-IN •Get in front of your management teams •Show, don’t tell •Help them start their own accounts
  • 54. 4. INTEGRATE
  • 55. 5. KNOW METRICS BEFORE CAMPAIGN Facebook Twitter Pinterest General Facebook “likes” (previously fans) Number organization mentions Impactful Images and videos Media Coverage from social media Funds raised on Facebook Causes/ social presence Twitter retweets Links back to site Social Shares from respective outlets # of tags on Facebook Number of Twitter followers over time Educational/Advocacy pins Number of new supporters in housefile from social Number of Facebook event RSVPs Mentions of brand/ organization Referring traffic to main site from Pinterest Referring traffic to campaign landing page(s) Number of Facebook “likes” of organization post(s) Influencer pick-up of tweets Links back to event/campaign page Number of click-throughs to campaign from each source Shares of event on Facebook Twitter lists organization “listed” Pin your donation pages Number of user-generated submissions Number of sign-ups on or sourced through Facebook Twitter-sourced donations Leverage symbolic giving through Pinterest boards Number of video calls to action taken (URL visits, regs) Number of influencers who share message with network Number of key influencers who share message on behalf Pinterest Boards by campaign
  • 56. WHAT HOWMANY WHEN
  • 57. 6. “CALENDARIZING” CONTENT • Central “social” calendar to plan content like: • Events • Email messages • Campaigns • Newsworthy updates • Calls to action • Volunteer opportunities • Feedback opportunities to supporters Sync with overall communications plan!
  • 58. Monday Tuesday Wednesday Thursday Friday Facebook Link to video highlights from annual event Ask followers to share event memories Share mission- related news Provide update on future event Share resource to supporters (article, report, etc) Last push for supporters to get excited for tonight’s event YouTube Vide highlights from annual event Video of impact last year’s event made possible Beneficiary video on last year’s event Photo Stream Annual event photos Ask followers to share their photos from last year’s event Sneak peak of this year’s event Ask supporters to share photos getting ready for tomorrow’s event Volunteers getting ready for event
  • 59. KEY LEARNINGS • Don’t overlook social media as complement to your other branding activities – it DOES work • Social media represents a small portion of Canadian giving • Use social media to steward, engage and connect personally with your prospective and existing supporters • Use imagery and videos to show impact
  • 60. A fun, helpful reminder of highlights of the Next Generation of Canadian Giving study http://www.hjcnewmedia.com/nextgencanadiangiving2 013/infographic/
  • 61. • Promoting active discussion of integrated marketing in the nonprofit sector • Sign up to find inspiration through: • Case studies • Fresh ideas • Practical tips www.imabgroup.net Twitter: @TheIMAB THE INTEGRATED MARKETING ADVISORY BOARD

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