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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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Making Event Participants More Successful with Social Media Tools Making Event Participants More Successful with Social Media Tools Presentation Transcript

  • Making Event Participants More Successful with Social Media Tools A Joint Research Project from Charity Dynamics & Blackbaud
  • Making Event Participants More Successful with Social Media Tools Session Speakers and Agenda  Speakers – Mark Davis, Director of Technical Solutions, Blackbaud – Donna Wilkins, President, Charity Dynamics  Agenda – Introductions – Summary of Research Findings – Blackbaud Internet Solutions Overview  Special Thanks – Jodie Kolkowski, National Consultant, American Heart Association Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #2
  • Making Event Participants More Successful with Social Media Tools 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) Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #3
  • Making Event Participants More Successful with Social Media Tools People Spend More Time on Social Networking Sites than Email Source: Nielsen/NetRatings Report March 2009 Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #4
  • Making Event Participants More Successful with Social Media Tools Why Bother with Facebook? Facebook Statistics1 Email vs. Facebook Fundraising Myth? • Over 250 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 Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #5
  • Making Event Participants More Successful with Social Media Tools The Promise of Social Media  Facebook  Twitter Source: Google Trends Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #6
  • Making Event Participants More Successful with Social Media Tools Research Project Outline  Charity Dynamics / Blackbaud Partnership  750+ Events in 2009  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 Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #7
  • Making Event Participants More Successful with Social Media Tools Donna Wilkins, President, Charity Dynamics SUMMARY OF RESEARCH FINDINGS Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #8
  • Making Event Participants More Successful with Social Media Tools Organic activities Today’s Integrated Tools  Blogging  YouTube embedded in  Updating Facebook Friends asking Friends status  Twitter embedded in  Adding a link or photo to Friends asking Friends Facebook or Twitter  FeedRaiser  Creating a video file  Boundless Fundraising  Creating a YouTube FAF Facebook  Tweeting application  Personalized video Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #9
  • Making Event Participants More Successful with Social Media Tools 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 Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #10
  • Making Event Participants More Successful with Social Media Tools 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? Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #11
  • Making Event Participants More Successful with Social Media Tools Email v Tweet v Feed v BF Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #12
  • Making Event Participants More Successful with Social Media Tools Social Media Impact on Returning Participants Annual Increase from 2008 to 2009 Additional Social Media $300.00 Tools Incentivized $256.72 Returning Participants $250.00 $225.90 $200.00 Returning Participants $150.00 Using Twitter for the First Time Increased Fundraising Goal 4X Non-Social Media $100.00 Users. $70.55 $50.00 $22.97 $0.00 Increase Fundraising Fundraising Goal Total Donations Goals Matched by Increase Fundraising Twitter Users No Social Media Totals Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #13
  • Making Event Participants More Successful with Social Media Tools Boundless Fundraising Results Avg. Participant Raises 15 to 40% More with Boundless Fundraising Application 75% of Boundless Fundraising Driven Donations are from New Donors Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #14
  • Making Event Participants More Successful with Social Media Tools In Person vs. Email Solicitation VS Current trends look promising, but too early to tell Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #15
  • Making Event Participants More Successful with Social Media Tools 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 – Offline Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #16
  • Making Event Participants More Successful with Social Media Tools Used by Most Successful Fundraisers $800.00 $692 Social Media Users Set $700.00 $660 the Highest Goals $590 $600.00 $500.00 $456 $400.00 $314 $300.00 $276 $272 Social Media Users Come Closer to $200.00 Reaching their Goals $97 $100.00 $0.00 No Social Media Twitter Feedraiser Boundless Fundraising Avg. Fundraising Goal $ Online Donations per Participant Social Media Users Are Your Top Supporters Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #17
  • Making Event Participants More Successful with Social Media Tools 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) Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #18
  • Making Event Participants More Successful with Social Media Tools Participants are Becoming Multi-channel Fundraisers •Update their picture •Create YouTube video •Email •Facebook •Tweet •Offline Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #19
  • Making Event Participants More Successful with Social Media Tools Connection Between Social Media & Email 80 71.09 Users of Social Media 70 Tools also Use Email More 60 38.00 50 40 33.87 30 Strong Correlation Specifically with Twitter 20 10 7.39 0 No Social Twitter Feedraiser Boundless Media Fundraising Give Participants Emails Sent per Participant Access to More Tools – They Will Use Them Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #20
  • Making Event Participants More Successful with Social Media Tools Profile of Donors Giving through Email 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 Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #21
  • Making Event Participants More Successful with Social Media Tools Profile of Donors Giving through Social Media Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #22
  • Making Event Participants More Successful with Social Media Tools 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 Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #23
  • Making Event Participants More Successful with Social Media Tools Average Gift Expectations $60.00 $55.34 Expect Lower Gift Sizes $50.00 $44.35 $45.28 $42.83 $40.00 $30.00 Less Connection $20.00 between Participant and Donor $10.00 $0.00 Facebook Twitter Email Facebook (Feedraiser) (Boundless Fundraising) Less Impactful Appeal Average Gift Younger, Newer Donors Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #24
  • Making Event Participants More Successful with Social Media Tools New Developments - Personalized Video Instantly provide participants with a personalized video Available to share with friends in email, share a link on social media sites, blogs Controls branding and messaging of the event Ensures best practices Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #25
  • Making Event Participants More Successful with Social Media Tools Best Practices – Make Your Participants Aware  Highlight in recruiting  Promote use in HQ  Promote in participant engagement emails  Urge team captains to promote to their teams  Reminder in phone calls Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #26
  • Making Event Participants More Successful with Social Media Tools How Participants Find These Tools Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #27
  • Making Event Participants More Successful with Social Media Tools Example: Alzheimer's Memory Walk  Provide Social Media Tool-kit – Tip Sheets, Facebook Join Links, Badges Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #28
  • Making Event Participants More Successful with Social Media Tools Getting Started…  Understand What Your Participants Are Doing Today! – Review site traffic patterns • Are social media sites a source of site traffic? – Review registration and donation sources • Are FeedRaiser, Twitter, and YouTube among source codes? – Review stories and feedback from participants and donors – Ask Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #29
  • Making Event Participants More Successful with Social Media Tools Survey Your Participants Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #30
  • Making Event Participants More Successful with Social Media Tools To-Do List  Assess which social media tools are of most interest to your participants  Enable FeedRaiser for Friends Asking Friends  Enable YouTube for Friends Asking Friends  Enable Twitter for Friends Asking Friends  Consider additional investment in Personalized Video, Boundless Fundraising Friends Asking Friends application Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #31
  • Making Event Participants More Successful with Social Media Tools Mark Davis, Director of Technical Solutions, Blackbaud BLACKBAUD INTERNET SOLUTIONS OVERVIEW Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #32
  • Making Event Participants More Successful with Social Media Tools Blackbaud Sphere® Events™ – Social Media Toolkit Facebook Social Media Twitter YouTube (Feedraiser) Toolkit  Released in June 2009  Included as Part of Blackbaud Sphere Events  Easy to Activate for Any Event  Facebook includes Feedraiser Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #33
  • Making Event Participants More Successful with Social Media Tools Facebook - Boundless Fundraising™  Automated Friend & Participant Notifications  Customizable Fundraising Badge  One-click Friend Inviter  Simple Participant Download Options Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #34
  • Making Event Participants More Successful with Social Media Tools Fundraising Badge Gallery Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #35
  • Making Event Participants More Successful with Social Media Tools 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? Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #36
  • Making Event Participants More Successful with Social Media Tools Thanks! QUESTIONS AND ANSWERS Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #37