What do they really ?
WHO ARE WE?
Mike Johnston
Founder, hjc,
Integrated Fundraising Consultants
Integrated Fundraising Specialists
Danielle Joh...
• Released Sept. 2013
• Exploring multi-channel
preferences and charitable
habits of 4 generations of
Canadians
• Featured...
HOUSE CLEANING TIPS..
A CHANCE FOR FUNDRAISERS
...to listen to donors.
SOCIAL MEDIA CAN BE
OVERWHELMING
WHY IS SOCIAL MEDIA IMPORTANT?
Traditional: physical communities
workplace
neighborhood
church
Now: electronic communities...
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Use it but Not Regularly Use it Regularly
DONORS ARE USING SOCIAL
MEDIA…
Change.org 99%
Twitter 41%
Instagram 22%
Facebook 17%
LinkedIn 48%
YouTube 59%
Flickr 91%
Pinterest 37%
GEN Y NETWORK PREF...
Change.org 95%
Twitter 23%
Instagram 25%
Facebook 47%
LinkedIn 77%
YouTube 15%
Flickr 7%
Pinterest 60%
GEN X NETWORK PREFE...
Change.org 40%
Twitter 22%
Instagram 16%
Facebook 12%
LinkedIn 80%
YouTube 65%
Flickr 4%
Pinterest 1%
BOOMER NETWORK
PREFE...
Change.org 8%
Twitter 61%
Instagram 1%
Facebook 2%
LinkedIn 25%
YouTube 7%
Flickr 64%
Pinterest 12%
CIVICS NETWORK PREFERE...
• What is the role of social media for non-profits?
• What are the preferred social networks of each
generation?
• What ro...
TAKE-AWAY’S FROM TODAY
• Which of my donors are using social media?
• How do they use social media?
• Do they value our so...
WHAT TYPE OF DONOR IS
USING SOCIAL MEDIA?
GEN Y
• Most Active on social networks
• Early adopters
• Willingness to try new networks
but have preferences
• Most will...
GEN X
• Also heavy internet users
• Not as quick to adopt new
social networks
• Comfortable supporting
charities through s...
BOOMERS
• Frequent internet users
• Selective on networks they
join and participate
• Active on YouTube, Facebook
and Link...
CIVICS
• Civics spending as much time
online as any other age group
• Active on some social networks
but are more passive ...
SOCIAL ENGAGEMENT
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...
THINK ABOUT THE BRANDING MIX
• Yes! Mainstream media remains important for
recruiting new supporters
• What if your non pr...
ROE
ROE IS THE NEW ROI
• Return on Engagement is a better way to track
your social media efforts
• Are your donors engaging wi...
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 cha...
• Donors value your social media presence –
especially younger donors
• Social media is important as a place where
donors ...
EVANGELIZERS
WHO ARE YOUR EVANGELIZERS?
• Social media is a modern day soapbox for
causes and non-profits.
• More than half of Canadian...
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
Rais...
SOCIAL GIVING?
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%
Check...
4% more American Civics promoted charities
through social media
AMERICAN DONORS
American Gen X and
Boomers find social med...
FUTURE OPPORTUNITIES
• Seeing your impact through imagery resonates well
with all generations
• Gen Y would view charity’s...
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 Vi...
• All generations are using social media
• Gen Y remains most active in social media
• Facebook & YouTube remain most popu...
WHAT SHOULD YOU BE
DOING ON SOCIAL MEDIA?
YOU’VE GOT TO BUILD
Awareness
Volunteers
Impact to revenue
Crowd source ideas & resources
Don’t think wall…think mall
-Utilize the timeline & profile pictures
-Encourage engagement, let fans post and
always respo...
THE CONVERSATION
Be human, honest, helpful
Have a distinct voice & personality
Be open to feedback (yes, even the negative...
 Put a like button and integrate your social media in your email
signature
 Ask staff to do it too, require it as part o...
The ripple effect on FB -- for every 1000 friends/fans that
equates to around 70 views for impressions (that is on the
hig...
ENGAGEMENT THROUGH PINTEREST
VIDEOS – NO MATTER THE BUDGET
STEWARD YOUR DONORS
MAKE SOCIAL MEDIA PART OF YOUR GRATITUDE STRATEGY
 Amplify with social media
 Create moments
 Have ...
• Post a shout out
• Share photos and tag the donor
• Tweet campaign updates,
program updates, client quotes
• Ask clients...
More resources to get you started
5 Creative Ways to Say TY to your Facebook fans
http://social.razoo.com/2012/09/five-cre...
TO DO’S
• Have a presence
• Be social
• Integrate – think cross-channel to build
committed supporters
• Remember that soci...
CONSIDERATIONS
• Does this make sense for my
organization?
• Can I leverage existing
content?
• Can I find imagery showing...
6 THINGS TO KNOW FOR
SOCIAL EXCELLENCE
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: T...
BE SMART
• Specific
• Measurable
• Attainable
• Realistic
• Timely
“Raise $1000 on Facebook with
integrated campaign by
De...
2. CREATE & PRIORITIZE CONTENT
YOU
News
Social
Media
Programs
Research
Colleagues
Friends
3. GET INTERNAL BUY-IN
•Get in front of your
management teams
•Show, don’t tell
•Help them start their own
accounts
4. INTEGRATE
5. KNOW METRICS BEFORE
CAMPAIGN
Facebook Twitter Pinterest General
Facebook “likes” (previously
fans)
Number organization
...
WHAT
HOWMANY
WHEN
6. “CALENDARIZING” CONTENT
• Central “social” calendar to plan content like:
• Events
• Email messages
• Campaigns
• Newsw...
Monday Tuesday Wednesday Thursday Friday
Facebook Link to video
highlights from
annual event
Ask followers
to share
event
...
KEY LEARNINGS
• Don’t overlook social media as complement to
your other branding activities – it DOES work
• Social media ...
A fun, helpful reminder of highlights of the Next
Generation of Canadian Giving study
http://www.hjcnewmedia.com/nextgenca...
• Promoting active discussion
of integrated marketing
in the nonprofit sector
• Sign up to find
inspiration through:
• Cas...
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
Upcoming SlideShare
Loading in …5
×

Social Media and the Next Generation of Canadian Giving

1,412 views

Published on

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

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,412
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
46
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media and the Next Generation of Canadian Giving

  1. 1. What do they really ?
  2. 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. 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. 4. HOUSE CLEANING TIPS..
  5. 5. A CHANCE FOR FUNDRAISERS ...to listen to donors.
  6. 6. SOCIAL MEDIA CAN BE OVERWHELMING
  7. 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. 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. 9. Change.org 99% Twitter 41% Instagram 22% Facebook 17% LinkedIn 48% YouTube 59% Flickr 91% Pinterest 37% GEN Y NETWORK PREFERENCES
  10. 10. Change.org 95% Twitter 23% Instagram 25% Facebook 47% LinkedIn 77% YouTube 15% Flickr 7% Pinterest 60% GEN X NETWORK PREFERENCES
  11. 11. Change.org 40% Twitter 22% Instagram 16% Facebook 12% LinkedIn 80% YouTube 65% Flickr 4% Pinterest 1% BOOMER NETWORK PREFERENCES
  12. 12. Change.org 8% Twitter 61% Instagram 1% Facebook 2% LinkedIn 25% YouTube 7% Flickr 64% Pinterest 12% CIVICS NETWORK PREFERENCES
  13. 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. 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. 15. WHAT TYPE OF DONOR IS USING SOCIAL MEDIA?
  16. 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. 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. 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. 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. 20. SOCIAL ENGAGEMENT
  21. 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. 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. 23. ROE
  24. 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. 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. 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. 27. EVANGELIZERS
  28. 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. 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. 30. SOCIAL GIVING?
  31. 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. 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. 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. 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. 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. 36. WHAT SHOULD YOU BE DOING ON SOCIAL MEDIA?
  37. 37. YOU’VE GOT TO BUILD Awareness Volunteers Impact to revenue Crowd source ideas & resources
  38. 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. 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. 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. 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. 42. ENGAGEMENT THROUGH PINTEREST
  43. 43. VIDEOS – NO MATTER THE BUDGET
  44. 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. 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. 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. 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. 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. 49. 6 THINGS TO KNOW FOR SOCIAL EXCELLENCE
  50. 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. 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. 52. 2. CREATE & PRIORITIZE CONTENT YOU News Social Media Programs Research Colleagues Friends
  53. 53. 3. GET INTERNAL BUY-IN •Get in front of your management teams •Show, don’t tell •Help them start their own accounts
  54. 54. 4. INTEGRATE
  55. 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. 56. WHAT HOWMANY WHEN
  57. 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. 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. 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. 60. A fun, helpful reminder of highlights of the Next Generation of Canadian Giving study http://www.hjcnewmedia.com/nextgencanadiangiving2 013/infographic/
  61. 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

×