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"Social Media, Grantmaking and ROI" a presentation by ZeroDivide and colleagues at the Council on Foundations annual conference, 2011

"Social Media, Grantmaking and ROI" a presentation by ZeroDivide and colleagues at the Council on Foundations annual conference, 2011

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Transcript

  • 1. Face, Tweet, Link Your Way to a True Social “ROI”: Social Media, Grantmaking & Measurement Council on Foundations April 11, 2011
  • 2. Session Participants
    • Laura Efurd - Moderator - ZeroDivide
    • Beth Kanter - Author, Blogger & Social Media Expert
    • Kathy Reich - The David and Lucile Packard Foundation
    • Steve Downs - The Robert Wood Johnson Foundation
    • Jeff Pryor, Alexandra Mitchell - Pathfinder Solutions
    Please use Twitter hashtags: #fundertech, #2011 annual, #COF View Beth Kanter’s presentation slides and the instant polling results: http://zerodivide.org/social_media_and_measurement
  • 3. Laura Efurd, ZeroDivide
  • 4. Social Media – Political Change
  • 5. Social Media - Humanitarian Aid & Human Rights u·sha·hi·di [oo-shah- hee -dee] - A Swahili word which means "testimony".
  • 6. Social Media – Saving Lives
  • 7. What is the ROI on Social Media? New funder survey on technology-related grantmaking: http://zerodivide.org/funder_report
  • 8. Beth Kanter – Nonprofits, Social Media & ROI View Beth’s presentation via SlideShare at: http://zerodivide.org/social_media_and_measurement
  • 9. Kathy Reich, David and Lucile Packard Foundation
  • 10. Packard’s Social Media Learning Lab http://www.bethkanter.org/networked-nonprofit-lab/
  • 11. Packard’s Organizational Effectiveness Wiki http://packard-foundation-oe.wikispaces.com/home
  • 12. Steve Downs, Robert Wood Johnson Foundation
  • 13. Foundation/Nonprofit Social/Mobile ROI Research Council on Foundations April 2011 Jeffrey Pryor, Ed.D. Alexandra Mitchell, MPA
  • 14. How do people become involved, make decisions, step across the threshold? Or, what can we learn from Lady Gaga? Pathfinder Solutions Supporting the future of philanthropy through engagement, talent development, research, technology and training
  • 15.
    • No or little pre-project social media impact (>50%)
    • Little support from individuals (50% said <10%)
    • Little online engagement (75% said <10%)
    • 75% wanted wider audience (& demographic info)
    • Desired outcomes:
      • - Raising Public Awareness
      • - Fundraising
      • - Brand Extension
      • - Driving Advocacy
      • - Other, e.g., Customer Loyalty, Employee Engagement
    Social Media Cohort: 35 orgs, incl. 3 Community Fdns
  • 16. Social Media Cohort – Anschutz Family Foundation Community Health & Disability Youth and Education Arts & Culture International Relief Environment
  • 17. Social Media Cohort ROI - 4 Month Snapshot # 501c3 Organizations 22 active in cohort ($200K-$60M) # Campaigns 36 (1.6 per organization) Total $’s $568,148 # Donors 3355 new donors Avg/Campaign $15,781 per campaign Avg $/Donor $177/donor % 1 st Time Web/SM Campaign 60% involved for 1 st time % Increase in FB Fans 5 - 60% lift % Increase in Twitter Followers 0 - 40% lift Overall Cohort $$ ROI 4.5 x Initial Investment for Platform*
  • 18. Haiti Partners: One Micro Campaign Education Prevents Cholera Campaign
    • Goal: Raise $1,000 in 10 days
    • Activity metrics during time of campaign:
    • 10 x 10 x 10 (days, people, $$)
    • 520 website hits
    • 1,800 shares
    • $1,117 raised in 10 days
  • 19.
    • Goal: Promote altruism in Brooklyn
    • And to spread awareness of the two year old Community Foundation.
    • Campaign timeline: 60 days
    • 14 new corporate sponsors
    • >250 nominations since launch (goal of 100)
    • 100,000 site visits
    • 300% growth in Facebook fans
    • 300,000 votes in 2 weeks
    • 27,000 unique users
    • Award from the Council on Foundations
    • .
    Brooklyn Community Foundation Award winning community ENGAGEMENT through Crowdsourcing Wilmer Shields Rich Award Winner for Excellence in Communications
  • 20. TEXT2PLEDGE : MOUNTAIN FIRE FUND Combining Web and Mobile 52% Conversion $3,310 $ Pledged $16 Avg. $ Pledged $2,518 $ Donations $26 Avg. $ Donations $221 $ Pledged/Minute $101 $ Donated/Minute
  • 21. Early Findings
    • Social media can deliver on the promise (or not)
    • Organizations confuse activity and engagement
    • Creative, deliberate campaigns work best
    • Integrate into broader marketing efforts
    • Staff time not configured into ROI
    • Don’t forget the potential of mobile
    Mobile
  • 22.
      • Able to measure engagement/outcomes
      • Able to execute micro campaigns
      • Increased public awareness
      • Produce quality online content
      • Better engage supporters
    What’s Looking Promising
  • 23.
    • Laura Efurd – [email_address]
    • Beth Kanter – [email_address]
    • Stephen Downs – [email_address]
    • Kathy Reich – KReich@ Packard.org
    • Jeff Pryor – [email_address]
    • Alex Mitchell – [email_address]
    Thank You for your Participation!

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