Jesse Stremcha ePhilanthropy Coordinator Social Networking and Planned Giving MPGC Conference – finding the silver lining November 4, 2009
Why it’s relevant?
What is social media?
Quick Overview with application
Others (really quickly)
Personal Branding (also really quickly)
What can you do starting tomorrow?
Why is it relevant? Planned Giving is getting younger…
Why is it relevant? … social media are getting older.
Why is it relevant? People are addicted to this stuff. People are increasingly donating and making philanthropic decisions (like everything else online)
Facebook Growth in early-2009 http://mashable.com/2009/07/07/facebook-users-older/ Facebook users age 55+ grew at over 500% to almost 6 million(!); 54.6% are women.
Age of Facebook Users 13% of Facebook users are over 45
Some Stats – Why it’s relevant
Because 3 out of 4 American use Social Technology. -Forrester, The Growth of Socil Technology Adoption, 2008
Visiting social sites is now the 4th most popular online activity – ahead of personal email. -Nielsen, Global Faces & Neworked Places, 2009
Time spent on social networks is growing at 3x the overall internet rate, accounting for ~10% of all Internet time. -Nielsen, Global Faces & Neworked Places, 2009
Social Media Revolution
1 out of 8 couples married in the U.S. last year met via social media
It took radio 38 years to reach 50m users; it took FB less than 9 months to add 100m.
The fastest growing segment on Facebook is 55-65 year-old females
Social Media Revolution
25% of search results for the World’s Top 20 largest brands are links to user-generated content
76% of consumers trust peer recommendations; only 14% trust advertisements
Shifting Landscape: Online Trends
Grew from $250 M in 2000 to $4.5 B in 2005 1
Are younger (median age 38 yrs) 2
More generous (avg. $79 online versus $52 offline) 3
Are tech savvy and are already sharing their passions digitally
Wealthy donors also becoming more wired
51% prefer Internet giving; 46% intend to make greater percentage of donations online in next 5 years 4
1 – ePhilanthropy Foundation 2 – Network for Good 3 – Blackbaud, 2008 4 – Covio – “The Wired Wealthy”
Searching for causes that match their values 1
More than 65% of donors research charities online.
Demanding transparency and accountability 2
Want specifics on where money is spent and why –want to fund projects directly.
Want to stay informed and be in control of information.
Seeking direct, active engagement 3
Impatient – want convenience & immediacy 4
1 – Association of Fundraising Professionals 2 – Philanthropic Research Inc. 3 – USA Today 4 – Case Foundation
Why is it relevant? Some (many?) of your donors and prospects are online, using social media now; many more will be soon. What are you going to do about it?
What are Social Media?
Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).…
Social Media/the Groundswell
The groundswell is: A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
-definition from The Groundswell by Charlene Li and Josh Bernoff
The Big Idea
Social media are re-shaping the world: how we get information and how we interact with each other.
The Big Idea in practice
Users submit updates via a platform
what they’re doing
links to articles or blog posts
This information becomes ‘news’ to the user’s social network
The update can then be responded to (publicly or privately) by the recipient and shared easily with their social network
An example: Finding a Plumber
1995: Look in the Yellow Pages under “Plumbing” or “Plumber”
2001: “Google” plumbers in St. Paul
An example: Finding a Plumber 2009:
An example: Finding a Plumber Can we leap from conversation about plumbers to lawyers and tax attorneys? Yes – I think – we can.
What are Social Media?
Social media are online platforms allowing people build, maintain and leverage relationships in new ways.
Fundraising is about relationships:
Therefore, fundraisers need to be about social media.
Platform Overview and Application Ideas
Sharing your life
pictures, links, events, videos, status updates, relationships, and everything else
Over 250-300m users
Facebook would be the 4 th largest country in the world between the U.S. and Indonesia