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NetWits Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s Impact
 

NetWits Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s Impact

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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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    NetWits Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s Impact NetWits Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s Impact Presentation Transcript

    • NetWits Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s Impact
      December 18, 2009
      Mark Davis
    • Session Speakers and Agenda
      Speakers
      Mark Davis, Director of Technical Solutions, Blackbaud
      Agenda
      Introductions
      Summary of Research Findings
      Blackbaud Internet Solutions Overview
      Special Thanks
      Jodie Kolkowski, National Consultant, American Heart Association
      Donna Wilkins, President, Charity Dynamics
    • Email as the Historic Driver of Online Growth
      • Online fundraising represents about 30% of the overall event fundraising
      • Compared to 5% for the overall giving (Source: Giving USA 2008)
    • People Spend More Time on Social Networking Sites than Email
      Source: Nielsen/NetRatings Report March 2009
    • Why Bother with Facebook?
      Sources:1. Facebook.com Statistics2. Nielsen/NetRatings Report March 20093. Washington Post, April 22, 2009
    • The Promise of Social Media
      Facebook
      Twitter
      Source: Google Trends
    • Research Project Outline
      Charity Dynamics / Blackbaud Partnership
      750+ Events in 2009 and 66,000 event 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
    • Summary of Research Findings
    • Organic activities
      Today’s Integrated Tools
      Blogging
      Updating Facebook status
      Adding a link or photo to Facebook or Twitter
      Creating a video file
      Creating a YouTube
      Tweeting
      YouTube embedded in Friends asking Friends
      Twitter embedded in Friends asking Friends
      FeedRaiser
      Boundless Fundraising FAF Facebook application
      Personalized video
    • Social Networking / Friends Asking Friends
      Friends Asking Friends
      Participants
      Social
      Networking
      • Update activities
      • Speak up for causes
      • Express opinions
      • Influence others
      • Active
      • Community leaders
      • Proud of your organization
      • Emotional stories
      • Reach friends & family
    • 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?
    • Email v Tweet v Feed v BF
    • Social Media Impact on Returning Participants
    • Boundless Fundraising Results
    • New Developments – YouTube and Personalized Video
    • Profile of Participants Using Social Media
      Slackers
      Will make a couple of clicks to use easy social media
      Will not send email, upload a picture
      Go from $0 to low dollar fundraiser
      The “Coolness Factor”
      Top Fundraisers
      Use all tools available
      Email
      HQ Updates
      Video
      Social Media
      Blogging
      Offline
    • Used by Most Successful Fundraisers
    • Participants are Becoming Multi-channel Fundraisers
      • Update their picture
      • Create YouTube video
      • Email
      • Facebook
      • Tweet
      • Offline
    • Profile of Donors Giving through Email
      Email Prospects
      Social Networking Prospects
      Immediate family
      Close friends
      Co-workers
      Immediate family
      Extended family
      Close friends
      Friends of friends
      College and high school classmates
      Co-workers
      Past co-workers
      Business networking contacts
    • Comparing Email and Social Media
      Lower Conversion Rates Offset by Higher Impressions
      Note: Assumes 500 Participants Using Solicitation Tools
    • Average Gift Expectations
    • Marketing 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
    • How Participants Find These Tools
    • Example: Alzheimer's Memory Walk
      Provide Social Media Tool-kit
      Tip Sheets, Facebook Join Links, Badges
    • 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 or Boundless Fundraising Friends Asking Friends application
    • Blackbaud Internet Solutions Overview
    • Blackbaud Sphere® Events™ – Social Media Toolkit
      Released in June 2009
      Included as Part of Blackbaud Sphere Events
      Easy to Activate for Any Event
    • Facebook - Boundless Fundraising™
      Automated Friend & Participant Notifications
      Customizable Fundraising Badge
      One-click Friend Inviter
      Simple Participant Download Options
    • Fundraising Badge Gallery
    • Key Take-Aways
      • Social Media Tools Provide Greater Reach with Lower Conversions
      • New Channels Bringing in New Donors
      • Participants are Becoming More Demanding Fundraisers
      • “[Arthritis Foundation] was able to boost its overall fundraising results for this year’s event by 22 percent and its participation by 15 percent by leveraging social media tools integrated with Friends Asking Friends technology.”- Blackbaud Press Release, December 16, 2009
    • Questions and Answers
      Thanks!