Using Social Networking to Engage your Donors James S. Friend, Jr. Director, Office of Stewardship and Development Diocese of Allentown, PA

In the beginning….

Nonprofit Social Media Survey Sponsored by: February 2009 – April 2009 Surveyed 980 Nonprofits Excellent Cross-section of types of nonprofits Source: www.nonprofitsocialnetworksurvey.com

February 2009 – April 2009

Surveyed 980 Nonprofits

Excellent Cross-section of types of nonprofits

Nonprofit Social Network Survey Report Social networks are popular but average community sizes remain small 86.2% of surveyed nonprofits maintain a presence on a commercial Social Network 74.1% of nonprofits surveyed maintain a presence on Facebook. 93.9% of organizations using Twitter have been on it for less than a year. 30.6% of nonprofits maintain a House Social Network Source: www.nonprofitsocialnetworksurvey.com

Social networks are popular but average community sizes remain small

86.2% of surveyed nonprofits maintain a presence on a commercial Social Network

74.1% of nonprofits surveyed maintain a presence on Facebook.

93.9% of organizations using Twitter have been on it for less than a year.

30.6% of nonprofits maintain a House Social Network

Popularity of Commercial Social Networks Source: www.nonprofitsocialnetworksurvey.com

Average Size of Respondent Communities Source: www.nonprofitsocialnetworksurvey.com

Nonprofits on social media are allocating small but real resources: staff and budget 4/5 of the nonprofits surveyed are committing at least ½ of a fulltime staff person to maintain the site. More than ½ of those surveyed intend to increase this staff allocation over the next 12 months. 4 out of 10 organizations have a budget for social networking, 8.3% reserve $10,000 or less for purpose. 1/3 of those surveyed have built and managed their own “house” social networking site. Nonprofit Social Media Expenses Source: www.nonprofitsocialnetworksurvey.com

Nonprofits on social media are allocating small but real resources: staff and budget

4/5 of the nonprofits surveyed are committing at least ½ of a fulltime staff person to maintain the site.

More than ½ of those surveyed intend to increase this staff allocation over the next 12 months.

4 out of 10 organizations have a budget for social networking, 8.3% reserve $10,000 or less for purpose.

1/3 of those surveyed have built and managed their own “house” social networking site.

Nonprofit Social Media Revenues For now, there is very little revenue generated by social media channels via fundraising or advertising. Facebook: 39.9% of respondents have raised money on facebook / 29.1% of respondents have raised $500 or less over the past 12 months. House Social Networks: 25.2% of nonprofit are fundraising and 1/3 of these fundraisers accumulated $10,000 or more in the last year. Source: www.nonprofitsocialnetworksurvey.com

For now, there is very little revenue generated by social media channels via fundraising or advertising.

Facebook: 39.9% of respondents have raised money on facebook / 29.1% of respondents have raised $500 or less over the past 12 months.

House Social Networks: 25.2% of nonprofit are fundraising and 1/3 of these fundraisers accumulated $10,000 or more in the last year.

Diocese of Allentown Social Networking Facebook page Facebook Groups Fan Pages YouTube Channel Twitter (Linked with facebook status update) Diocesan LinkedIn Group Page 8 High School Online Communities Source: Diocese of Allentown

Facebook page

Facebook Groups

Fan Pages

YouTube Channel

Twitter (Linked with facebook status update)

Diocesan LinkedIn Group Page

8 High School Online Communities

More than 300 Million active users - 50% of active users log on to Facebook in any given day Fastest growing demographic is those 35 years and up More than 40 million status updates each day More than 10 million users become fans of Pages each day More than 45 million active user groups exist on the site There are more than 65 million active users currently accessing Facebook through their mobile devices. Facebook Statistics Source: www.facebook.com

More than 300 Million active users - 50% of active users log on to Facebook in any given day

Fastest growing demographic is those 35 years and up

More than 40 million status updates each day

More than 10 million users become fans of Pages each day

More than 45 million active user groups exist on the site

There are more than 65 million active users currently accessing Facebook through their mobile devices.

Groups : A way to dip your toe or run a small campaign Pages : Improved communication with supporters, metrics, and control Causes : Facebook’s most popular application for fundraising and spreading awareness Applications : Improved communications, integration and customization capabilities, supporter activities, and control (both visual and functional) Understanding Facebook Source: Blackbaud

Groups : A way to dip your toe or run a small campaign

Pages : Improved communication with supporters, metrics, and control

Causes : Facebook’s most popular application for fundraising and spreading awareness

Applications : Improved communications, integration and customization capabilities, supporter activities, and control (both visual and functional)

Nonprofit Social Media Budgets

Distributing Messages Automatically via Social Map What a guy! We are so lucky to have him The kids will love him! Is he coming to my school? Bishop Barres will attend the Allentown Central Catholic HS football game on Saturday.

Bishop’s Page Parish Pages Catholic School Alumni Groups Special Interest: « In Memory of Bishop Thomas Welsh » Bishop’s Appeal Facebook Strategies Create subgroups for special interests Source: Diocese of Allentown

Bishop’s Page

Parish Pages

Catholic School Alumni Groups

Special Interest: « In Memory of Bishop Thomas Welsh »

Bishop’s Appeal

“ We want 1,000 facebook friends by the end of the week, help spread the word and refer a friend to us!” Diocesan Press Releases Links to News Articles from around the Diocese Links to Video Wish members Happy Birthday (B-Day’s Listed) Ask Friends to Tag you in Photos for all to see. Post links to Daily Readings Facebook Strategies Keep your Status Updates Fresh Source: Diocese of Allentown

“ We want 1,000 facebook friends by the end of the week, help spread the word and refer a friend to us!”

Diocesan Press Releases

Links to News Articles from around the Diocese

Links to Video

Wish members Happy Birthday (B-Day’s Listed)

Ask Friends to Tag you in Photos for all to see.

Post links to Daily Readings

“ For all of our Catholic School Students, Parents and Alumns, why do you support Catholic Education? Give us your comments…” Use Applications like Quizzes Post Invitations to Events Don’t be afraid to post links to moderately controversial issues to get comments. Remind your friends of your presence on other Social Media sites Facebook Strategies Keep your Status Updates Fresh (cont.) Source: Diocese of Allentown

“ For all of our Catholic School Students, Parents and Alumns, why do you support Catholic Education? Give us your comments…”

Use Applications like Quizzes

Post Invitations to Events

Don’t be afraid to post links to moderately controversial issues to get comments.

Remind your friends of your presence on other Social Media sites

Starter organization profile Typically used by smaller organizations or chapters of a larger nonprofit Easy to set up; good place to dabble with Facebook User actions display on their profile and in their friends’ news feeds Limitations Updating and notification capabilities restricted No applications Facebook Strategies Using Groups Source: Blackbaud

Starter organization profile

Typically used by smaller organizations or chapters of a larger nonprofit

Easy to set up; good place to dabble with Facebook

User actions display on their profile and in their friends’ news feeds

Limitations

Updating and notification capabilities restricted

No applications

Make certain that more than one person can act or access the Admin on the Group or Fan Page Do not accept invitations to applications (games) Do not join groups that you have no control over Do use your facebook Profile as the “Diocesan Profile” Do not request to be friends with too many people in one day – they can turn this feature off! Turn off Chat Feature Facebook Strategies Cautions Source: Diocese of Allentown

Make certain that more than one person can act or access the Admin on the Group or Fan Page

Do not accept invitations to applications (games)

Do not join groups that you have no control over

Do use your facebook Profile as the “Diocesan Profile”

Do not request to be friends with too many people in one day – they can turn this feature off!

Turn off Chat Feature

Limit online engagement with Youth Share the Responsibility of the page with other Staff Respect Privacy of Friends, limit access to facebook profile Engage your Communications Department and your Newspaper Check the facebook page M-F daily ? Facebook Strategies Cautions (cont.) Source: Diocese of Allentown

Limit online engagement with Youth

Share the Responsibility of the page with other Staff

Respect Privacy of Friends, limit access to facebook profile

Engage your Communications Department and your Newspaper

Check the facebook page M-F daily

?

ENGAGE your Friends Be interactive – responsive Create excitement – awareness Be a resource and a source of information Facebook Strategies Making Friends Source: Diocese of Allentown

ENGAGE your Friends

Be interactive – responsive

Create excitement – awareness

Be a resource and a source of information

#4 Largest Site on the Internet #1 Largest video site on the web 300 Million Worldwide Visitors a Month 100 Million Visitors per Month 5 Billion Video Streams Every month – 40% of all videos online (Do the Math – 5 Billion / 300 Million worldwide visitors = 17 streams a month per person) 15 Hours of video uploaded every minute You Tube Statistics Source: blog.cleancutmedia.com

#4 Largest Site on the Internet

#1 Largest video site on the web

300 Million Worldwide Visitors a Month

100 Million Visitors per Month

5 Billion Video Streams Every month – 40% of all videos online

(Do the Math – 5 Billion / 300 Million worldwide visitors = 17 streams a month per person)

15 Hours of video uploaded every minute

Recent Activity Publisher Info Videos

Videos no more than 10 minutes in length You Tube Can accept High Qualify Videos Practical Uses Marketing Vocations Catholic Schools Ongoing Catholic Education (Children/Youth/Adult) PR for Upcoming Events (Arch)Bishop’s Appeal Video Diocesan Communications ? You Tube Basics / Strategy Source: Jim Friend

Videos no more than 10 minutes in length

You Tube Can accept High Qualify Videos

Practical Uses

Marketing

Vocations

Catholic Schools

Ongoing Catholic Education (Children/Youth/Adult)

PR for Upcoming Events

(Arch)Bishop’s Appeal Video

Diocesan Communications

?

Average Age: 41 95% Are College Educated (37% Are Post-Grads) Household Income: $109,703 Male: 64% Household Income $100k+ 53.5% Own Smartphone/PDA: 34% College Grad/Post Grad: 80.1% Business Decision Maker: 49% LinkedIn Statistics Source: www. linkedintomarketing.com

Average Age: 41

95% Are College Educated (37% Are Post-Grads)

Household Income: $109,703

Male: 64%

Household Income $100k+ 53.5%

Own Smartphone/PDA: 34%

College Grad/Post Grad: 80.1%

Business Decision Maker: 49%

24% Have a Portfolio Value of $250k+ 56% Have An Account With An Online Brokerage 60% Have An Account With An Offline Brokerage 85% Viewed/Paid Bills Online in Last 30 Days 53% Monitored/Viewed Stocks Online in Last 30 Days Job Titles: C-Level Executives 7.8% EVP/SVP 6.5% Senior Management 16% Middle Management 18% 50% Are Business Decision Makers in Their Companies LinkedIn Statistics (cont.) Source: www. linkedintomarketing.com

24% Have a Portfolio Value of $250k+

56% Have An Account With An Online Brokerage

60% Have An Account With An Offline Brokerage

85% Viewed/Paid Bills Online in Last 30 Days

53% Monitored/Viewed Stocks Online in Last 30 Days

Job Titles:

C-Level Executives 7.8%

EVP/SVP 6.5%

Senior Management 16%

Middle Management 18%

50% Are Business Decision Makers in Their Companies

Create a personal account on LinkedIn Create a group for your Diocese Give access to more than one person as the Manager of the Group Discuss listing job postings with Human Resources Communicate this with your Office of Youth and Young Adults Continue to advertise your group Strategy for LinkedIn Source: Diocese of Allentown

Create a personal account on LinkedIn

Create a group for your Diocese

Give access to more than one person as the Manager of the Group

Discuss listing job postings with Human Resources

Communicate this with your Office of Youth and Young Adults

Continue to advertise your group

Diocese of Allentown Purchases Online Communities for Eight High Schools Source: Diocese of Allentown

Direct Engagement with your donors Connecting them with Friends School Mission Integrated Donor Management Software Gives a reason for Alumni to virtually return to the school from anywhere in the world at anytime. The Group is always there from the day of Graduation Gathers information about donors Purchasing an Online Community Benefits Source: Diocese of Allentown

Direct Engagement with your donors

Connecting them with Friends

School

Mission

Integrated Donor Management Software

Gives a reason for Alumni to virtually return to the school from anywhere in the world at anytime.

The Group is always there from the day of Graduation

Gathers information about donors

Donor Management Software Online Giving Online Store Email Personalized Home Page Profile for each member - members connect with each other Facebook and other site connectivity Purchasing an Online Community Typical Components Source: Diocese of Allentown

Donor Management Software

Online Giving

Online Store

Email

Personalized Home Page

Profile for each member - members connect with each other

Facebook and other site connectivity

If possible, purchase this as a Group (Discount) Be aware of price and add-ons Negotiate the fees for online purchases Have a strategy and timeline for rolling it out, be mindful of timing Allot time and money for training Cross train staff Purchasing an Online Community Lessons Learned Source: Diocese of Allentown

If possible, purchase this as a Group (Discount)

Be aware of price and add-ons

Negotiate the fees for online purchases

Have a strategy and timeline for rolling it out, be mindful of timing

Allot time and money for training

Cross train staff

To the “nay sayers” in your diocese, remind them that when Cable TV was new in the early 1980’s, people first thought of it as “evil” too. Social Media engages people, so once you engage them, you’ve opened the door…stay engaged! Social Media, like Fundraising, is not a spectator sport…so don’t be shy, jump right in! Closing thoughts Source: Diocese of Allentown

To the “nay sayers” in your diocese, remind them that when Cable TV was new in the early 1980’s, people first thought of it as “evil” too.

Social Media engages people, so once you engage them, you’ve opened the door…stay engaged!

Social Media, like Fundraising, is not a spectator sport…so don’t be shy, jump right in!