Making Event Participants More Successful with Social Media Tools

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

Making Event Participants More Successful with Social Media Tools

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Making Event Participants More Successful with Social Media Tools Presentation Transcript