Social Good: Social Media for the Non-Profit World


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Kerry Rego presented to the Association of Fundraising Professionals in Santa Rosa, CA on January 25, 2012. Providing the definition of social media, current statistics, categories of use, basic strategy, statistics specific for non profits and fundraising, obstacles, and case studies. - Kerry Rego Consulting. See blog for links

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Social Good: Social Media for the Non-Profit World

  1. 1. Social Good:Social Media for the Non-Profit WorldKerry Rego Consulting 1/25/12
  2. 2. Why is Social Media Important? •Facebook 800m users •Twitter 100m users •YouTube 4b+ views/day •LinkedIn 135m users •Google+ 90m users
  3. 3. Unique Visitors Dec. 2011 1. Google Sites 187m 4. Facebook 162m 10. Wikimedia 83m 13. CBS Interactive 78m 14. New York Times 76m 24. ESPN 43m 27. Twitter 37m Source: Comscore
  4. 4. Social Media, A Definition:Social media use web-basedtechnologies to transform andbroadcast media monologuesinto social media dialogues. Wikipedia
  5. 5. 7 C’s of Social Media• Communication (public relations)• Cause support (philanthropy)• Contests (game metric)• Collaboration (thought leadership)• Connecting others (networking)• Customer service (listening)• Community building (loyalty) *Dose of Digital concept
  6. 6. What Tools Do We Have to Work With?
  7. 7. GOAL
  8. 8. Where Do You Start? • Goal • Tools, Research • Routine • Measure • Adjust • Persist
  9. 9. Market Research• WHO is the audience?• WHAT is their preference?• WHEN do they want to hear?• WHERE are they?• WHY are you there?
  10. 10. Be realistic in your goal setting. Don’t expect amazing results overnight!
  11. 11. Social Media Use by Non Profits92% nonprofits use atleast 1 social network- Blackbaud 61% increase in online giving ’01-’11. Avg. donation was $226 now $73. -Network for Good33% of online donationscome from emailappeals while only 7% 4 out of 5 nonprofits agree thatcome from FB social networking is valuable to-Razoo their growth & community engagement.
  12. 12. Nonprofits’ Social Media Use Blackbaud on Frogloop
  13. 13. Where the Money Is Coming From 36% Facebook 9% Email 5% Blog 4% Twitter WePay, payment processor for nonprofits
  14. 14. How to Fail atSocial Media Fundraising • Don’t Have a Budget • Don’t Dedicate Staff • Don’t Have a Focus
  15. 15. Social Media Budgets Blackbaud on Frogloop
  16. 16. How do the top 1% Succeed?• Hire or assign a current staff member• Allocate Budget• Add social media to your fundraising appeals
  17. 17. Pay Attention to Mobile! • 64% of American adults now use text messaging • 9% have texted a charitable donation from their mobile phone.Pew Internet & American Life Project
  18. 18. Case StudyHuman Rights Campaign recruited anadditional 30,000 new supportersthrough timely action alerts andpetitions on the Care2 network ’09-’10.HRC developed an integratedmultichannel marketing approach thatsought to connect, engage, and convertwarm recruits through telemarketing,direct mail, email and text messaging.
  19. 19. Text to Haiti, raised $30m, 14% via text• contributions were often spur-of-the-moment decisions that spread virally through friend networks.• 73% contributed via phones on same day they heard about the campaign• 76% say they often make text donations without much doing much research• 43% of these donors encouraged their friends or family members to give to the campaign as well• 56% have continued to give to more recent disaster relief efforts via mobile
  20. 20. Resources••••• overachievers-guide-to-online-fundraising- 9-steps-to-kick-start-2012Ho
  21. 21. Social Media is SOCIALIt’s About Relationships with Your Donors
  22. 22. Questions
  23. 23. THANK YOU!