Making Event Participants More Successful with Social Media Tools
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It’s common knowledge that nobody is raising money through Twitter or Facebook, right? Wrong. Several organizations have successfully increased their event revenues by giving tools their ...

It’s common knowledge that nobody is raising money through Twitter or Facebook, right? Wrong. Several organizations have successfully increased their event revenues by giving tools their participants to reach out to donors via social media. This session will review statistics and summary recommendations from a research project jointly developed by Blackbaud and Charity Dynamics to understand how social networking tools from Facebook, Twitter and YouTube can extend Friends Asking Friends and raise more money for your fundraising events.

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  • Began to cohesively experiment with social media as a fundraising tactic for the Fall 2009 event cycle, so Jan 2009ObjectivesVolunteer recruitmentA way to engage new participantsA way to increase tools for current participants – working for you even when you aren’t working on itVolunteer engagementMore touchesMore ways to engage recruits over the fundraising cycle and now to keep them engaged year round to increase retention ratesBuilding passion for cause campaign and strengthen ties to moving overall missionStart! call to action, prevention/lifestyle change, not really heartstrings – way to build imagery around successShare our storyShare our participants storiesThread together with our other work
  • Boundless FundraisingDownload the themometer- working even when you weren’t actively fundraisingCoaching Key Organizations to Tweet and Post on Facebook for us Flash drives with key messagingMessaging via facebook
  • Measuring Success – Planning to GrowSame model Introducing metrics – siebel analytics & BB custom addn – then use make consistent using tools from few to make standard tool kit for manyDefining SuccessIncreased revenue/performance of courseIncrease paths of cultivation and stewardshipNew revenue potential – vehicle to tap into untapped markets for usBreadth of engagement for our volunteers (advocacy, heart hub, ecc etc…)Building the entrepreneurial/innovative spirit of our staff

Making Event Participants More Successful with Social Media Tools Presentation Transcript

  • 1. Making Special Events More Successful with Social Media Tools Presented to AFP Massachusetts Chapter Brown Bag May 19, 2010 Mark Davis, Director of Enterprise Internet Solutions Blackbaud Derek Drockelman, Strategic Account Manager Blackbaud
  • 2. Session Agenda  Social Media and Event Fundraising Trends  Research Project and White Paper  Summary of Research Findings  Best Practices  Case Study: American Heart Association Mark Davis | Page #2 © 2010 Blackbaud
  • 3. Email as the Historic Driver of Online Growth Estimated Annual US-Based Online Event Fundraising $1,000,000,000 $750,000,000 $500,000,000 $250,000,000 $- 2000 2001 2002 2003 2004 2005 2006 2007 2008 Online fundraising represents about 30% of the overall event fundraising Compared to 5% for the overall giving (Source: Giving USA 2008) Mark Davis | Page #3 © 2010 Blackbaud
  • 4. People Spend More Time on Social Networking Sites than Email Source: Nielsen/NetRatings Report March 2009 Mark Davis | Page #4 © 2010 Blackbaud
  • 5. Why Bother with Facebook? Facebook Statistics1 Email vs. Facebook Fundraising Myth? • Over 400 million active • 27 Average Emails • Fundraising not users • 130 Average Facebook successful on Facebook3 • 2/3 outside of college Friends1 • Fundraising Success in • Fastest growing Events demographic is 35 years and older Sources: 1. Facebook.com Statistics 2. Nielsen/NetRatings Report March 2009 3. Washington Post, April 22, 2009 Mark Davis | Page #5 © 2010 Blackbaud
  • 6. The Promise of Social Media  Facebook  Twitter Source: Google Trends Mark Davis | Page #6 © 2010 Blackbaud
  • 7. Research Project Outline  Charity Dynamics / Blackbaud Partnership  1,750 Events in 2009 and 1,000,000 participants  Project Objective To investigate the impact that social networking sites like Facebook, Youtube and Twitter have on fundraising efforts enabled by Sphere® Events™.  Research Methodology Staff Interviews Data Analysis Participant Surveys Website Canvassing  Download White Paper at: http://www.blackbaud.com/rwr Mark Davis | Page #7 © 2010 Blackbaud
  • 8. Social Networking / Friends Asking Friends Friends Social Asking Friends Networking Participants •Update activities •Active •Speak up for causes •Community leaders •Express opinions •Proud of your organization •Influence others •Emotional stories •Reach friends & family Mark Davis | Page #8 © 2010 Blackbaud
  • 9. Research Questions  Are Facebook and Twitter effective solicitation tools for participants?  Does using a YouTube video impact a participant’s fundraising success?  How does email fundraising compare with Social-Media fundraising?  Who is using these tools?  What are the best techniques to make sure they are adopted? Mark Davis | Page #9 © 2010 Blackbaud
  • 10. SUMMARY OF RESEARCH FINDINGS Mark Davis | Page #10 © 2010 Blackbaud
  • 11. Email vs. Facebook Feed vs. Tweet Mark Davis | Page #11 © 2010 Blackbaud
  • 12. Social Media Impact on Returning Participants Social Media Tools Incentivized Annual Increase in Participant Fundraising Goals and Returning Donations from 2008 to 2009 Participants $300.00 $256.72 $250.00 $225.90 $200.00 Returning $150.00 Participants Using $100.00 $70.55 Twitter Increased $50.00 Fundraising Goal 4X $22.97 $0.00 Fundraising Goal Total Online Donations Twitter Users No Social Media Increase Fundraising Goals Matched by Increase Fundraising Totals Mark Davis | Page #12 © 2010 Blackbaud
  • 13. Facebook - Boundless Fundraising Results Avg. Participant Raises 15 to 40% More with Boundless Fundraising Application 75% of Boundless Fundraising-Driven Donations are from New Donors Mark Davis | Page #13 © 2010 Blackbaud
  • 14. Profile of Participants Using Social Media  Top Fundraisers  Slackers Use all tools available Will make a couple of clicks to Email use easy social media HQ Updates Will not send email, upload a picture Video Go from $0 to low dollar Social Media fundraiser Blogging The “Coolness Factor” Offline Mark Davis | Page #14 © 2010 Blackbaud
  • 15. Profile of Participants Using Social Media  The more connected to the organization, the more likely to use all available tools including social media Team captains Top fundraisers Volunteers Higher participation levels (Runner vs Walker, the longer the distance) Mark Davis | Page #15 © 2010 Blackbaud
  • 16. Used by Most Successful Fundraisers $1,400 Social Media Users Fundraising Goal / Donations $1,200 Set the Highest $1,000 Goals $800 $600 $400 Social Media Users $200 Come Closer to $- Reaching their Goals Social Media Users Are Your Top Supporters Average Goal Average Donations Mark Davis | Page #16 © 2010 Blackbaud
  • 17. Participants are Becoming Multi-channel Fundraisers 25 Social Media is not Average Donations per Participant 21.9 20.6 19.5 Replacing Email 20 Fundraising 16.3 14.7 15 12.5 10 7.2 5 3.4 3.8 Greater Social Media Use Yields Great 0 Overall Email Use Social Media Users are your Strongest Online Communicators Mark Davis | Page #17 © 2010 Blackbaud
  • 18. Profile of Donors Giving Online  Email Prospects  Social Networking Prospects Immediate family Immediate family Close friends Extended family Co-workers Close friends Friends of friends College and high school classmates Co-workers Past co-workers Business networking contacts Mark Davis | Page #18 © 2010 Blackbaud
  • 19. Conversion Rates and Impressions  Lower Conversion Rates Offset by Higher Impressions 30.00% 70,000 65,000 25% 60,000 25.00% 50,000 20.00% 40,000 35,000 15.00% 30,000 10.00% 20,000 14,000 5.00% 10,000 0.26% 0.27% 0.00% - Facebook Twitter Email Facebook Twitter Email (Feedraiser) (Feedraiser) Conversion Rate Estimated Impressions Note: Assumes 500 Participants Using Solicitation Tools Mark Davis | Page #19 © 2010 Blackbaud
  • 20. Average Gift Expectations $70.00 45 44.44 $57.53 $59.50 45 $60.00 $55.53 Average Online Gift Amount 44 $49.58 Average Donor Age $50.00 44 $40.00 43 42.49 43 42.15 $30.00 42 41.55 $20.00 42 41 $10.00 41 $- 40 Boundless FeedRaiser Twitter Non-Social Boundless FeedRaiser Twitter Non-Social Fundraising Media Fundraising Media Less Connection Expect Lower Less Impactful Younger, Newer between Gift Sizes Appeal Donors Participant and Donor Mark Davis | Page #20 © 2010 Blackbaud
  • 21. How Participants Find These Tools Mark Davis | Page #21 © 2010 Blackbaud
  • 22. Example: Alzheimer's Memory Walk  Provide Social Media Tool-kit Tip Sheets, Facebook Join Links, Badges Mark Davis | Page #22 © 2010 Blackbaud
  • 23. YouTube and Personalized Videos Not enough data yet to draw conclusions Make appeal more interactive with higher conversions Arthritis Foundation’s 2009 Jingle Bell Run increased revenue by 20% Mark Davis | Page #23 © 2010 Blackbaud
  • 24. Marketing Best Practices – Make Your Participants Aware  Highlight in recruiting and phone calls  Promote use in HQ and participant engagement emails  Urge team captains to promote to their teams  Promote through own social media sites (e.g., event Tweet-ups)  Social Media participant contests (e.g., best YouTube video) Mark Davis | Page #24 © 2010 Blackbaud
  • 25. CASE STUDY: AMERICAN HEART ASSOCIATION START! HEART WALK PROGRAM Mark Davis | Page #25 © 2010 Blackbaud
  • 26. Using Social Media to Expand Online Fundraising  Objectives: Increase Volunteer Recruitment Increase Volunteer Engagement Define and Expand the Visual Image of Start! Impact  Phases/Timeline: 2009 – Phase 1 – Explore Opportunities in Structured Way 2010 – Phase 2 – Increase breadth of strategies and introduce metrics for ROI Mark Davis | Page #26 © 2010 Blackbaud
  • 27. Blackbaud Sphere® Events™ – Social Media Toolkit Social T F Y Media Toolkit Integrated Social Included with All Released in Media Personal Blackbaud June 2009 Solicitation Tools Sphere Events Mark Davis | Page #27 © 2010 Blackbaud
  • 28. Start! Heart Walk Social Media Strategies Social Media Tool-kit Local Division Fan Page and Event Mission-based Widgets Boundless Fundraising™ Application Mark Davis | Page #28 © 2010 Blackbaud
  • 29. Boundless Fundraising Strategy  Coach Participants to use Facebook and Twitter Team Captains received Flash Drives with Key Messaging Instructions on Start! Heart Walk Dallas Homepage Customer Service offered M-F 8:00 am- 5:00 pm Staff Conducted Weekly Conference Calls Mark Davis | Page #29 © 2010 Blackbaud
  • 30. Dallas Heart Walk Results Criteria Dallas Results National Projections Social Media Users 1,500 250,000 New Revenue $220,000 $2.4M  91% of Dallas Social Media donors were NEW  Additional Success Factors Increased paths of cultivation Breadth of engagement of our volunteers Building entrepreneurial / innovative spirit of our staff Mark Davis | Page #30 © 2010 Blackbaud
  • 31. Start! Heart Walk 2010 Social Media Objectives Advocate Double % of Increase Increase Use of Advocate Online Activity from Personalization Boundless Multi-channel Income from My HQ to of My HQ with YouTube Fundraising Fundraising Social Media Facebook Videos and (esp. Twitter) Channels and Twitter FeedRaiser Mark Davis | Page #31 © 2010 Blackbaud
  • 32. Key Take-Aways  Social Media Tools Provide Greater Reach with Lower Conversions  New Channels Bringing in New Donors  Participants are Becoming More Demanding Fundraisers  Keep Eyes and Ears Open for Emerging Trends Anybody Recognize this Social Networking Website? Mark Davis | Page #32 © 2010 Blackbaud
  • 33. Mark Davis – mark.davis@blackbaud.com Thanks! QUESTIONS AND ANSWERS Mark Davis | Page #33 © 2010 Blackbaud