Using Social Media to Strengthen Donor Relationships
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Using Social Media to Strengthen Donor Relationships

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Donor retention (how many donors continue to give to your organization after their first gift) is at an all-time low. It’s abysmal and worrisome. ...

Donor retention (how many donors continue to give to your organization after their first gift) is at an all-time low. It’s abysmal and worrisome.

The Association of Fundraising Professionals found that 70% of all donors that nonprofits recruit into giving a gift never donate again to that organization!

People of all generations are online and using social media platforms. Use this fact to your advantage as social media channels can be an excellent way to strengthen donor relationships.

In this webinar, we will cover ways that your nonprofit can use social media to build relationships with donors.

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  • 1. Takeaways From Today • Why you need to incorporate social media in your donor cultivation plans; • Examples from nonprofits that are using social media effectively; • Simple ways to use social media to connect with stakeholders, donors and community supporters. #4GLearn @JuliaCSocial
  • 2. The Bad News… • Donor retention is at an ALL TIME low. • 70% of all donors that nonprofits recruit into giving a gift never donate again to that organization! – Resource: AFP #4GLearn @JuliaCSocial
  • 3. The Reality We are dealing with 5 distinct generations of donors • Generation Z (Born 2001–Present, Currently Ages 13 and Younger) • Millennials (Born 1980–2000, Currently Ages 14–34) • Generation X (Born 1965–1979, Currently Ages 35–49) • Baby Boomers (Born 1946 –1964, Currently Ages 50–68) • Silent Generation (Born 1925–1945, Currently Age 69 and Older) – Resource: Nonprofit Tech for Good http://www.nptechforgood.com/2014/03/25/how-to- engage-5-generations-of-donors-and-supporters/ #4GLearn @JuliaCSocial
  • 4. MYTH: Older Donors Are Not Online • Boomers spend 19 hours a week online. • 71% use a social networking site daily with Facebook being the most popular. • 36% of boomers ages 50 and over own a smartphone, and 32% own a tablet. – Resources: Nonprofit Tech for Good http://www.nptechforgood.com/2014/03/25/how-to- engage-5-generations-of-donors-and-supporters/ – Pew Internet http://www.pewinternet.org/fact- sheets/social-networking-fact-sheet/ #4GLearn @JuliaCSocial 73% of online adults use at least one social networking site daily!
  • 5. Your donors ages 74+ are the fastest-growing demographic on social networks.
  • 6. The Good News… • (Spring 2014) 98% of charities and nonprofits surveyed are using at least one form of social media. • 97% using YouTube, 92% Facebook, 86% Twitter and 72% Pinterest. • 81% said “raising awareness” is the main objective. – Source: http://www.emarketer.com/Article.aspx?R=1010946 #4GLearn @JuliaCSocial
  • 7. The Good News… • More than 7 in 10 US charity and nonprofit social media administrators found the channels useful for raising money! • 1/3 of charities said it was VERY USEFUL for fundraising! • Just 11% said it wasn’t useful for fundraising. – Source: http://www.umassd.edu/cmr/ #4GLearn @JuliaCSocial
  • 8. The Reality #4GLearn @JuliaCSocial
  • 9. 1) Bring donors into the kitchen. #4GLearn @JuliaCSocial
  • 10. Get your ED on Twitter! #4GLearn @JuliaCSocial https://twitter.com/UdiACLU http://instagram.com/aclunj Uses social media to answer questions and comment on issues in the news. Follow: https://twitter.com/fa rra/social- eds/members
  • 11. Transparent Leadership #4GLearn @JuliaCSocial
  • 12. #4GLearn @JuliaCSocial
  • 13. ANOTHER thing to do?! “The solution is to stop looking at social media as another platform you have to learn—yet another responsibility—and start seeing it for what it can be instead: a personal toolbox for improving your practice of leadership.” -- Alexandra Samuel, WSJ “Better Leadership Through Social Media” http://online.wsj.com/news/articles/SB100014240529702 03753704577255531558650636?mg=reno64-wsj #4GLearn @JuliaCSocial
  • 14. Showcase staff & interns #4GLearn @JuliaCSocial
  • 15. Involve volunteers #4GLearn @JuliaCSocial
  • 16. Use video! UNICEF USA – getting ready for Trick-or-Treat http://instagram.com/p/a8n0JVRNwE/ Behind-the-scenes of law-making https://vine.co/v/hB2n7uz7tLE Protests as they happen https://vine.co/v/b3TXLtA1uUw National Geographic photographer’s backpack http://instagram.com/p/a_MreqIVVp/ SF MOMA – Sneak Peek http://instagram.com/p/azBsW8qdaO #4GLearn @JuliaCSocial
  • 17. Nonprofit Example of Excellence "We’re using social media to show success—how we are training women to sew in Uganda, or how we are building a water filter plant in Cambodia. Our overall messaging is, stop the pity and be a champion.” -- Bart Skorupa, Executive Director, Groundwork Opportunities https://www.facebook.com/goworks #4GLearn @JuliaCSocial
  • 18. 2) Acknowledge and thank. RINSE and REPEAT! • Always be thinking of NEW ways you can thank donors publicly, using social media. • No strings attached! #4GLearn @JuliaCSocial
  • 19. Use free/low cost graphics tools! Canva PicMonkey Etc. #4GLearn @JuliaCSocial
  • 20. Be creative Diabetes UK – thank you! https://vine.co/v/b5tnVIVjt2M Children’s Hospital Colorado Foundation – thank you! https://www.youtube.com/watch?v=dKoFwy9Ex3U charity: water turns five years old, we want to thank you https://www.youtube.com/watch?v=eCSvXMTe1oY Great infographic – 6 ways to say THANK YOU on social media: http://www.pinterest.com/pin/514536326148011483/ #4GLearn @JuliaCSocial
  • 21. Nonprofit Example of Excellence "We used Twitter as a way to thank volunteers and people who donated to our cause. Anytime we can engage with people who touch us, we do.” -- Rev. Jeff Putthoff, Executive Director, Hopeworks ‘N Camden https://twitter.com/hopeworkscamden #4GLearn @JuliaCSocial
  • 22. Let’s take a pause…
  • 23. 3) Show the impact. • Always show donors where their money is going. • Make them smile when they see the results their gift helped achieve. • https://www.facebook.com/ BostonChildrensHospital #4GLearn @JuliaCSocial
  • 24. Make them smile! Heal the Bay – why we do this work http://instagram.com/p/a3e7XApAzZ/ charity:water – why we do this work http://instagram.com/p/aye_2mGhNa/ Humane Society of New York – Parker the Cat https://vine.co/v/bJ97ejgP1re SCOTUS Gay Marriage Reactions http://www.slate.com/articles/news_and_politics/politics/ 2013/06/send_us_your_scotus_gay_marriage_photo_an d_video_reactions_with_the_hashtag.html #4GLearn @JuliaCSocial
  • 25. Make them think! Greenpeace USA – Sharing knowledge https://vine.co/v/bLqO5YDFwIW Oxfam American – sexual violence in the Congo https://www.youtube.com/watch?v=5gnXe1jtmYA#t=29 Planned Parenthood Action – breaking news https://www.facebook.com/PlannedParenthoodAction #4GLearn @JuliaCSocial
  • 26. Stay top of mind. Be where they are. That means: • Facebook News Feed. • Twitter feed. • Instagram stream. #4GLearn @JuliaCSocial
  • 27. Nonprofit Example of Excellence "We’re using social media to show success—how we are training women to sew in Uganda, or how we are building a water filter plant in Cambodia. Our overall messaging is, stop the pity and be a champion.” -- Bart Skorupa, Executive Director, Groundwork Opportunities https://www.facebook.com/goworks #4GLearn @JuliaCSocial
  • 28. 4) Host an online event. • G+ Hangouts – up to 10 people/accounts • Google Hangouts-On Air – unlimited – Record the Hangout-On Air – Publish on website and social media channels) #4GLearn @JuliaCSocial
  • 29. Google Hangouts • Ghetto Film School in South Bronx – Online MasterClass series, connects great directors with aspiring filmmakers from around the world • The Dalai Lama Fellows in San Francisco – Peer-to-peer calls with fellows. • It Gets Better Project – Connect with donors and fundraisers. – Resource: http://philanthropy.com/article/How-Nonprofits-Are- Using/145129/ #4GLearn @JuliaCSocial
  • 30. Tweet Chats • Can host them monthly (a lot of work) or during specific campaigns • Ask the ED or Board Chair questions. • Let donors know about Tweet Chats on issues that matter to them – even if you don’t run it! • #PovertyChat • #HealthChat #4GLearn @JuliaCSocial
  • 31. Notes - Planning and Promotion • Make sure technology is WORKING. • Promotion beforehand. • Follow up afterwards. Helpful articles: HOW TO: Host a Tweet Chat for Your Nonprofit: http://www.nptechforgood.com/2014/03/09/how-to- host-a-tweet-chat-for-your-nonprofit/ 7 Ways for Nonprofits to Make the Most of Google Hangout: http://www.nten.org/articles/2013/7-ways-for- nonprofits-to-make-the-most-of-google-hangout #4GLearn @JuliaCSocial
  • 32. Ask your donors! • What kind of online event would interest them? • Would they invite friends, colleagues? • Would they like to be direclty involved? #4GLearn @JuliaCSocial
  • 33. Nonprofit Example of Excellence "We’re using social media to show success—how we are training women to sew in Uganda, or how we are building a water filter plant in Cambodia. Our overall messaging is, stop the pity and be a champion.” -- Bart Skorupa, Executive Director, Groundwork Opportunities https://www.facebook.com/goworks #4GLearn @JuliaCSocial
  • 34. My Two Cents You need to change the culture - completely. Start thinking visually and start thinking in “micro-content” terms. Stop with the excuses. You have interesting visuals even if you can’t show picture of cute animals and kids – that’s a cop out. #4GLearn @JuliaCSocial
  • 35. My Two Cents Think of using social media as showing the world what you do and why you do it, in a compelling, interesting and easy-to-share way! Your nonprofit’s mission and impact are worth sharing if you get a little creative. #4GLearn @JuliaCSocial
  • 36. Resources JCSocialMarketing.com JohnHaydon.com BethKanter.org NPTechForGood.com #4GLearn @JuliaCSocial
  • 37. Free E-Book #4GLearn @JuliaCSocial http://jcsocialmarketing. com/resources/ultimate -guide-social-media- graphics/
  • 38. Questions? Twitter: @JuliaCSocial Facebook: www.facebook.com/ jcsocialmarketing Email: julia@jcsocialmarketing. com