Embracing the Power of the
Social Fundraising Effect
February 10, 2014
Change, Change, Change
[ social media trends & stats ]
Teen Facebook Usage
Facebook’s CFO said the site is no longer
the cool hangout spot for some kids:
“We did see a decrease ...
18%
Of Mobile Users Actively
Use Instagram.

http://pewinternet.org/~/media//Files/Reports/2013/PIP_Photos%20and%20videos%...
$1,000,000,000
What Facebook Paid for Instagram
in April 2012

http://mashable.com/2012/04/12/instagram-worth-1-billion/
26%
Of Teens Say Twitter is Their Most
Important Social Network

http://www.businessinsider.com/facebook-and-teen-user-tre...
23%
Of Teens Say Facebook is Their Most
Important Social Network
Down 42% from year before (2012)

http://www.businessinsi...
400 Million
Number of Photos Sent
Daily Via Snapchat.

http://www.forbes.com/sites/parmyolson/2013/12/19/watch-out-faceboo...
400 Million
Number of People Using
WhatsApp For Messaging.
16 billion messages a day.
500 million images a day.

http://ww...
3.7% of All Traffic
Pinterest drives more traffic to
publishers Than Twitter,
LinkedIn, Reddit combined.
Only Facebook Ref...
$15 Million
Microsoft’s recent investment
in Foursquare and its layer of
trusted geo-data.
Google paid $1.1 billon for Waz...
Know Your Audience
[ target your message ]
WHO? Young, techie men + early adopters.

400+ million users dominated by men (71%).
About 50% of Google+ users are 24 or ...
WHO? Your mom, sister, girlfriend, wife,
daughter, crafters, DIY-ers, and foodies.

70 million users that 68% are women.
5...
WHO? Customers, friends, fans, people with affinity

People 45+ make up 46% of Facebook users.
Over 1 billion users | 2nd ...
WHO? Acquaintances mixed in, along with
prospects, press, and influencers

28% African American & 14% of Hispanic vs. 12% ...
WHO? Professionals, educated adults,
recruiters, and businesses (major donors!)

50% Male & 50% Female.
240 million users ...
Who’s raising money
on social media?
Very Few Raising Very Little

2012 Social Network Benchmark Report
Blackbaud, NTEN, Common Knowledge
www.nonprofitsocialne...
Where Are Nonprofits Showing Up?

2012 Social Network Benchmark Report
Blackbaud, NTEN, Common Knowledge
www.nonprofitsoci...
What Are Nonprofits Prioritizing?

2012 Social Network Benchmark Report
Blackbaud, NTEN, Common Knowledge
www.nonprofitsoc...
Who is Responsible?

2012 Social Network Benchmark Report
Blackbaud, NTEN, Common Knowledge
www.nonprofitsocialnetworksurv...
How Are They Measuring?

2012 Social Network Benchmark Report
Blackbaud, NTEN, Common Knowledge
www.nonprofitsocialnetwork...
Key Findings
1.

The Average Respondent Facebook & Twitter Communities Grew
by 30% and 81%, respectively.

2.

The Most Co...
Who Makes Up These Communities?

Some current donors…
And a LOT of future supporters!
The Next Generation of American Giving www.blackbaud.com/nextgen
The Next Generation of American Giving www.blackbaud.com/nextgen
The Next Generation of American Giving www.blackbaud.com/nextgen
Gen X and Gen Y Are The Future
The Next Generation of American Giving www.blackbaud.com/nextgen
The Next Generation of American Giving www.blackbaud.com/nextgen
The Social Fundraising Effect
The Social Fundraising Effect
The Social Fundraising Effect
Human Rights Campaign: Stand for Marriage
The Social Fundraising Effect
Awareness
Launch a Like Campaign
Target Your Supporters Paid Advertising
Integrate & Promote Social Accounts
The Social Fundraising Effect
Engagement
Engagement
Customer Service - Community
Editorial Calendar
Test. Rinse. Repeat.
The Social Fundraising Effect
Conversion
Conversion
Host a Tweetup
The Humane Society
Capture Emails & Volunteers
The Social Fundraising Effect
Advocacy
Advocacy
Share Your Donation
Empower Supporters to Share
Focus the Crowd with a Petition
The Social Fundraising Effect
Fundraising
Fundraising
Peer-to-Peer Fundraising
Crowdfunding Tools
Cause Marketing
The Social Fundraising Effect
The Social Fundraising Effect
The Social Fundraising Effect
Questions?
Thank You!
@MelMatho @ChadNorman
Embracing the Power of the Social Fundraising Effect
February 10, 2014
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Very few nonprofits raise money “on” social networks in a vacuum. You can encourage followers to
become fundraisers by leveraging The Social Fundraising Effect. Come explore how nonprofits raise
money with this powerful channel by building networks, engaging social communities, optimizing
social presence for fundraising, building advocates, and empowering fundraisers.

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Social fundraisingeffect scanpo_final

  1. 1. Embracing the Power of the Social Fundraising Effect February 10, 2014
  2. 2. Change, Change, Change [ social media trends & stats ]
  3. 3. Teen Facebook Usage Facebook’s CFO said the site is no longer the cool hangout spot for some kids: “We did see a decrease in daily users.” http://techcrunch.com/2013/10/30/facebook-teens-drop/
  4. 4. 18% Of Mobile Users Actively Use Instagram. http://pewinternet.org/~/media//Files/Reports/2013/PIP_Photos%20and%20videos%20online_102813.pdf
  5. 5. $1,000,000,000 What Facebook Paid for Instagram in April 2012 http://mashable.com/2012/04/12/instagram-worth-1-billion/
  6. 6. 26% Of Teens Say Twitter is Their Most Important Social Network http://www.businessinsider.com/facebook-and-teen-user-trends-2013-10
  7. 7. 23% Of Teens Say Facebook is Their Most Important Social Network Down 42% from year before (2012) http://www.businessinsider.com/facebook-and-teen-user-trends-2013-10
  8. 8. 400 Million Number of Photos Sent Daily Via Snapchat. http://www.forbes.com/sites/parmyolson/2013/12/19/watch-out-facebook-whatsapp-climbs-past-400-million-active-users/
  9. 9. 400 Million Number of People Using WhatsApp For Messaging. 16 billion messages a day. 500 million images a day. http://www.forbes.com/sites/parmyolson/2013/12/19/watch-out-facebook-whatsapp-climbs-past-400-million-active-users/
  10. 10. 3.7% of All Traffic Pinterest drives more traffic to publishers Than Twitter, LinkedIn, Reddit combined. Only Facebook Referred More Traffic. http://mashable.com/2013/10/15/pinterest-referral-traffic/
  11. 11. $15 Million Microsoft’s recent investment in Foursquare and its layer of trusted geo-data. Google paid $1.1 billon for Waze. http://www.wired.com/business/2014/02/tracking-war-foursquare-microsoft/
  12. 12. Know Your Audience [ target your message ]
  13. 13. WHO? Young, techie men + early adopters. 400+ million users dominated by men (71%). About 50% of Google+ users are 24 or younger. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
  14. 14. WHO? Your mom, sister, girlfriend, wife, daughter, crafters, DIY-ers, and foodies. 70 million users that 68% are women. 50% of users have kids. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
  15. 15. WHO? Customers, friends, fans, people with affinity People 45+ make up 46% of Facebook users. Over 1 billion users | 2nd most visited site behind Google. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
  16. 16. WHO? Acquaintances mixed in, along with prospects, press, and influencers 28% African American & 14% of Hispanic vs. 12% White. 560 million users || 29% of users are 18-29 age group. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
  17. 17. WHO? Professionals, educated adults, recruiters, and businesses (major donors!) 50% Male & 50% Female. 240 million users | 79% are over 35 years old. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
  18. 18. Who’s raising money on social media?
  19. 19. Very Few Raising Very Little 2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
  20. 20. Where Are Nonprofits Showing Up? 2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
  21. 21. What Are Nonprofits Prioritizing? 2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
  22. 22. Who is Responsible? 2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
  23. 23. How Are They Measuring? 2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
  24. 24. Key Findings 1. The Average Respondent Facebook & Twitter Communities Grew by 30% and 81%, respectively. 2. The Most Common Fundraising Tactic on Facebook is an Ask for an Individual Gift. 3. Respondent Budgets and Staffing for Commercial Social Networks Continue to Climb 4. The Top 3 Factors for Success on Social Networks: Strategy, Prioritization, and Dedicated Staff 5. Facebook Advertising is Used Primarily to Meet Non-Fundraising Goals 6. Google+ Struggling to Gain Momentum and Pinterest Pops as Top Newcomer.
  25. 25. Who Makes Up These Communities? Some current donors… And a LOT of future supporters!
  26. 26. The Next Generation of American Giving www.blackbaud.com/nextgen
  27. 27. The Next Generation of American Giving www.blackbaud.com/nextgen
  28. 28. The Next Generation of American Giving www.blackbaud.com/nextgen
  29. 29. Gen X and Gen Y Are The Future
  30. 30. The Next Generation of American Giving www.blackbaud.com/nextgen
  31. 31. The Next Generation of American Giving www.blackbaud.com/nextgen
  32. 32. The Social Fundraising Effect
  33. 33. The Social Fundraising Effect
  34. 34. The Social Fundraising Effect
  35. 35. Human Rights Campaign: Stand for Marriage
  36. 36. The Social Fundraising Effect
  37. 37. Awareness
  38. 38. Launch a Like Campaign
  39. 39. Target Your Supporters Paid Advertising
  40. 40. Integrate & Promote Social Accounts
  41. 41. The Social Fundraising Effect
  42. 42. Engagement Engagement
  43. 43. Customer Service - Community
  44. 44. Editorial Calendar
  45. 45. Test. Rinse. Repeat.
  46. 46. The Social Fundraising Effect
  47. 47. Conversion Conversion
  48. 48. Host a Tweetup
  49. 49. The Humane Society
  50. 50. Capture Emails & Volunteers
  51. 51. The Social Fundraising Effect
  52. 52. Advocacy Advocacy
  53. 53. Share Your Donation
  54. 54. Empower Supporters to Share
  55. 55. Focus the Crowd with a Petition
  56. 56. The Social Fundraising Effect
  57. 57. Fundraising Fundraising
  58. 58. Peer-to-Peer Fundraising
  59. 59. Crowdfunding Tools
  60. 60. Cause Marketing
  61. 61. The Social Fundraising Effect
  62. 62. The Social Fundraising Effect
  63. 63. The Social Fundraising Effect
  64. 64. Questions?
  65. 65. Thank You! @MelMatho @ChadNorman Embracing the Power of the Social Fundraising Effect February 10, 2014
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