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.
Exploring the Future Potential of AI-Enabled Smartphone Processors
Making Event Participants More Successful with Social Media Tools
1. Making Event Participants More
Successful with Social Media Tools
A Joint Research Project from
Charity Dynamics & Blackbaud
2. 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
3. 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
4. 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
5. 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
6. 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
7. 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
8. 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
9. 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
10. 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
11. 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
12. 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
13. 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
14. 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
15. 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
16. 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
17. 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
18. 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
19. 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
20. 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
21. 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
22. 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
23. 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
24. 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
25. 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
26. 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
27. Making Event Participants More Successful with Social Media Tools
How Participants Find These Tools
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #27
28. 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
29. 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
30. Making Event Participants More Successful with Social Media Tools
Survey Your Participants
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #30
31. 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
32. 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
33. 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
34. 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
35. Making Event Participants More Successful with Social Media Tools
Fundraising Badge Gallery
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36. 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
37. Making Event Participants More Successful with Social Media Tools
Thanks!
QUESTIONS AND ANSWERS
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #37