Bridging Planned
Giving & Social Media
Paola Coronado Hass, BC Cancer Foundation
@PaolaCoronadoH @BCCancer
Leah Eustace, A...
Is there a role for
planned giving?
A resounding yes!
• 65% of adults age 50-64 use
social networking sites
• 46% of adults age 65+ use social
networking site...
What are the options?
Where are our donors?
Percentage Using
Age 50-64
Percentage Using
Age 65+
Facebook 60 45
LinkedIn 24 13
Pinterest 14 9
Twi...
What purpose do these platforms fill?
Case Studies
Integration within social networks
Integration with marketing & communications
• Know what your marketing &
communications team is up to
• Educate them
• Par...
Building your community
•Engage your internal social media team
•Engage influencers outside your organization
•Follow key ...
Using paid advertising
• Google AdWords
• Banner advertising
• Google grants
Measurement and analysis (BCCF)
BCCF Legacy Posts
BCCF Legacy Posts
BCCF Analysis
BCCF Analysis
What’s next?
Identify the right platforms for you
Start with a simple plan
• Identify the audience or community
you want to engage
• Outline your objectives for the plan
(e...
Measure and adjust
• Track consistently and analyze
results
• What to measure? #likes,
comments, shares, people
engaged, v...
Reporting Tools: Facebook
Reporting Tools: LinkedIn
What to post
• Content marketing
• Figure out your organizational voice: corporate/personal?
• Be consistent, repetition o...
Building your personal brand
Analysis
• Comments on specific posts and
images (Facebook, LinkedIn)
• How many impressions and
clicks (LinkedIn, Faceboo...
Further resources
http://www.pinterest.com/goodworksco/planned-giving-and-social-media/
Questions?
Paola Coronado Hass, BC Cancer Foundation
@PaolaCoronadoH @BCCancer
Leah Eustace, ACFRE, Good Works
@LeahEustac...
Bridging Planned Giving and Social Media
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Bridging Planned Giving and Social Media

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Presented by Leah Eustace, ACFRE (Good Works) and Paola Coronado Hass (BC Cancer Foundation) at the CAGP National Conference, April 2014.

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  • Leah
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  • LeahFacebook plugins for twitter, youtubeTwitter links to Instagram/youtubeEtc.
  • PaolaNewslettersMagazinesOpEdLegacy supplementsIndustry/Sector news
  • LeahEngage the team that manages social media and teach them about legacy givingFind and engage influencers outside your organizationIntegrate with teams outside and inside your organizationFollow key people/donorsKnow who your key influencers areTake part in twitter chats to help build networkIdentify other groups/orgs/hashtags that you will link to to drive traffic/engagement (i.e., BC gen project, United Way and community gardens)Share with your own networks and encourage others in org to share as well
  • Leah
  • PaolaAnalysis of BCCF tests
  • PaolaFacebook
  • PaolaTwitter
  • PaolaTwitter
  • Twitter
  • Leah
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  • Paola
  • PaolaSources:http://socialmediatoday.com/lionel-luigi-lopez/2272891/science-facebook-how-facebook-insights-can-help-your-businesshttp://cdn2.business2community.com/wp-content/uploads/2013/11/facebook-insights-562x600.jpghttp://denisewakeman.com/wp-content/uploads/2013/08/Facebook-insights.pnghttp://soshable.com/wp-content/uploads/2013/02/Facebook-Insights.jpg
  • PaolaSources:http://socialmediatoday.com/mike-allton/1374206/making-most-linkedin-insightshttp://www.thesocialmediahat.com/article/getting-started-social-media-series-part-two-linkedin
  • Paolahttp://www.thesocialmediahat.com/article/getting-started-social-media-series-part-two-linkedin
  • LeahCompass reportYour personal brand travels with youDon’t discount it
  • Leah
  • Leah
  • Bridging Planned Giving and Social Media

    1. 1. Bridging Planned Giving & Social Media Paola Coronado Hass, BC Cancer Foundation @PaolaCoronadoH @BCCancer Leah Eustace, ACFRE, Good Works @LeahEustace @_GoodWorks_ #CAGP2014
    2. 2. Is there a role for planned giving?
    3. 3. A resounding yes! • 65% of adults age 50-64 use social networking sites • 46% of adults age 65+ use social networking sites Shouldn’t we be where our prospects and donors are?
    4. 4. What are the options?
    5. 5. Where are our donors? Percentage Using Age 50-64 Percentage Using Age 65+ Facebook 60 45 LinkedIn 24 13 Pinterest 14 9 Twitter 9 5 Instagram 6 1 Source: Pew Research Center
    6. 6. What purpose do these platforms fill?
    7. 7. Case Studies
    8. 8. Integration within social networks
    9. 9. Integration with marketing & communications • Know what your marketing & communications team is up to • Educate them • Partner with them • Newsletters • Magazines • Legacy supplements • Industry/sector news
    10. 10. Building your community •Engage your internal social media team •Engage influencers outside your organization •Follow key people/donors • Take part in twitter chats to build network • Identify other groups and organizations that can help drive traffic to your organization • Share with your own networks and encourage others in your organization to share as well
    11. 11. Using paid advertising • Google AdWords • Banner advertising • Google grants
    12. 12. Measurement and analysis (BCCF)
    13. 13. BCCF Legacy Posts
    14. 14. BCCF Legacy Posts
    15. 15. BCCF Analysis
    16. 16. BCCF Analysis
    17. 17. What’s next?
    18. 18. Identify the right platforms for you
    19. 19. Start with a simple plan • Identify the audience or community you want to engage • Outline your objectives for the plan (e.g. improve fundraising; broaden the reach of your message) • Decide what tasks need to be done to reach your objectives -- For each task, identify who will do the work, what success looks like, and how you will measure it • Evaluate, tweak, and improve -- Build in feedback mechanisms throughout the process
    20. 20. Measure and adjust • Track consistently and analyze results • What to measure? #likes, comments, shares, people engaged, visits to link, video views • Make changes as you go
    21. 21. Reporting Tools: Facebook
    22. 22. Reporting Tools: LinkedIn
    23. 23. What to post • Content marketing • Figure out your organizational voice: corporate/personal? • Be consistent, repetition of messaging is key • Build an editorial calendar: identify times of year that are appropriate for planned giving social media (LAL month, Grandparents’ Day, your organization’s anniversary, highlight donor or estate, impact of gift) • Plan in advance the stories you want to share, have good multimedia materials available
    24. 24. Building your personal brand
    25. 25. Analysis • Comments on specific posts and images (Facebook, LinkedIn) • How many impressions and clicks (LinkedIn, Facebook) • Mapping the constituency and dimension of engagers (who, where, age group, frequency) • Response to paid advertising • Top keywords used to discover the campaign (search)
    26. 26. Further resources http://www.pinterest.com/goodworksco/planned-giving-and-social-media/
    27. 27. Questions? Paola Coronado Hass, BC Cancer Foundation @PaolaCoronadoH @BCCancer Leah Eustace, ACFRE, Good Works @LeahEustace @_GoodWorks_ #CAGP2014

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