Your SlideShare is downloading. ×
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Soi dog preso by leonard coyne march 2011
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Soi dog preso by leonard coyne march 2011

2,864

Published on

Facebook fundraising, that works.

Facebook fundraising, that works.

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,864
On Slideshare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
52
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Facebook For Non Profits A discussion on using Facebook to gain awareness, engagement and supporters using a recurring gift program as a case study.
  • 2. Introduction
    • The Soi Dog Foundation
    • Phuket, Thailand
    • Soi Dog helps the homeless, neglected and abused dogs and cats of Thailand.
    • Primary objective: Reduce pain and suffering through humane population control.
  • 3. Case Study Overview
    • Promoting recurring giving and cultivating supporters for Soi Dog’s animal sponsorship program.
  • 4. Results…
    • 350% increase in recurring donors over a 9 month period.
      • Largely attributable to Facebook generated site traffic.
  • 5. Results…
    • Facebook Sourced Sponsorship (Recurring Gifts)
    • Content AND Advertising Driven
    Tightening of advertising campaigns. Concentration on Facebook awareness.
  • 6. Results…
    • Additional Benefits…
      • Increased engagement with relevant audience.
      • Regional & online volunteers.
      • Significantly increased “one time” donations.
      • Supporter driven appeals
      • Even legacy gifts.
  • 7. Results…
    • The elusive “Holy Grail” of small non profits… engagement.
      • “ opting in” of interested (read quality) subscribers.
  • 8. Results…
    • Awareness in non English speaking communities.
  • 9. Facebook & Your Organization
    • Facebook: Love It? Hate It? Does not matter!
    • Do you understand it’s implication for your organization’s “online strategy”? – Does matter!
    • By population Facebook is the 3rd largest “country” in the world.
    • Facebook is the most demographically and psycho graphically diverse “country” in the world.
  • 10. People & Activity on Facebook
    • More than 500 million active users
    • People spend over 700 billion minutes per month on Facebook
    • There are over 900 million objects that people interact with (pages, groups, events and community pages)
    • Average user is connected to 80 community pages, groups and events
    • Average user creates 90 pieces of content each month
    • More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month .
    • More than 70 translations available on the site
    • About 70% of Facebook users are outside the United States
  • 11. Facebook Users & Pages
  • 12. A User Profile On Facebook
    • A “person” on Facebook
    • A user’s News Feed contains “opt in” content.
    • Important: More popular content gets greater visibility (in turn making it more popular).
  • 13. Your Organizations “Fan” Page
    • Page Profile – is your organizations presence on Facebook
    • Similar in many respects to a user’s profile. (Wall, photos, etc.)
  • 14. Your Organizations “Fan” Page
    • The Page Wall – Focal Point
      • Where a lot of the action happens .
      • Dialogue is key.
      • Page administrators should publish content from other areas of the page back to the pages wall.
  • 15. Page Behavior
    • Behaves much like a Facebook user. If a page administrator posts to the page then the post will appear in the News Feeds of the pages fans.
      • 11,500,094 fans = 11,500,094 communications
      • If a page fan posts to the page the post will appear on the page and in that user’s News Feed.
  • 16. Facebook “Fan” Page
    • Photo Galleries – Content & dialogue is king
      • Informational - effective
      • Orient towards a desired outcome.
      • 2-way Communication Conduits
  • 17. Photo Galleries As Communication Conduits Tip: Photo galleries are “object rich” hence very effective at propagating content .
  • 18.  
  • 19. Page Applications
  • 20. Facebook “Fan” Page
    • Applications
    • Facebook & 3 rd party tools for enhancing your page.
    • Makes your page more content & feature rich!
    • Custom applications allow you to target specific objectives.
    • Keep core content (objectives) visible.
    • IFrames for custom applications.
    • http://www.shortstacklab.com/
  • 21.
    • Causes Application
      • Can be added to your page.
      • Allows your fans to fundraise for you.
    • Numerous Others
      • Surveys
      • Polls
      • Etc…
    Facebook “Fan” Page Applications - A 3 rd Party Application Example
  • 22. Why Facebook Works
  • 23. Page Behavior
    • Behaves much like a Facebook user. If a page administrator posts to the page then the post will appear in the News Feeds of the pages fans.
      • 11,500,094 fans = 11,500,094 communications
      • If a page fan posts to the page the post will appear on the page and in that user’s News Feed.
  • 24. Why It Works
    • Content and dialogue generate awareness.
    • Dialogue creates engagement and further awareness which leads to support.
  • 25. Why It Works
    • Interaction with content creates a strong relationship and identification with the beneficiary.
      • Psychologically bypasses the “middle man” (you!)
      • Communication and personal engagement is key.
  • 26. Why It Works
    • Imagine multiple conversations like this one…
  • 27. Why It Works
    • Engaging supporters as evangelists
    • Attracting “virtual” online volunteers.
  • 28. Why It Works
    • An example…
  • 29. Page Effectiveness
      • Fortress Vs. Two Way Conduit (Interaction)
      • Content Rich - Content is King!
        • Creates an environment for Fan participation
      • Interactive, Real Time Communication
        • Communication equals Engagement
      • Facebook is more interesting and interactive than your website and newsletter.
        • Visibility to a more interested audience.
        • Spontaneous opt in (and opt out)
      • If your content is interesting and propagated user engagement with your content occurs.
  • 30. Page Effectiveness - Awareness, Engagement, Support
    • Websites are largely about you telling “them”.
    • A Fan Page can be used in the same manner (Fortress approach)…
      • Or (preferred?) a fan page can create a dialogue (awareness/engagement)
      • Literally puts “them” in your world.
  • 31. Page Effectiveness - Content Rich Pages - Content is King! Popular content (as determined by Facebook) receives greater visibility.
  • 32. Page Effectiveness - Conduit Attitude
    • Awareness outside Facebook
    Other Web Environments Regional Engagement & Programs
  • 33. How To Grow Awareness & Engagement For Your Page (Attracting Fans)
  • 34. How To Grow Awareness & Engagement For Your Page
    • Takes time, should be actively pursued.
    • Existing Supporter Communications
      • Web Site
      • Newsletters
      • Email Signatures
      • Blog, Twitter
      • Offline Media
    • Existing Page Fans
    • Facebook Advertising (Like our page)
    • Complimentary Facebook Pages
  • 35. Awareness & Engagement Via Your Fans Website & all supporter communications.
  • 36. Awareness & Engagement Via Your Fans
    • Important.
    • Actively and repeatedly encourage your pages fans to invite their friends.
    • Done by them sharing your content, posting on your page, etc.
    • Interesting content promotes sharing.
  • 37. Awareness & Engagement Via Your Fans
    • Interesting, useful, emotional , engaging content gets propagated.
    • Content is king…
    • Your fan base grows as a result.
  • 38. Awareness & Engagement Via Facebook Advertising (For Your Fan Page)
    • The widest reaching and most effective form of demographic and psychographic advertising available.
    • Useful for generating critical mass for your fan page at first.
    • Much more on Facebook ads…later.
  • 39. Facebook “Insights”
  • 40. Facebook “Insights”
    • Fan Page Analytical Tools
      • Valuable for analyzing page effectiveness and identifying areas for improvement/growth.
      • Often overlooked by page administrators.
  • 41. Facebook “Insights”
  • 42. Facebook “Insights”
    • Useful For Assessing Areas Of Opportunity re: Media (Content) Usage
  • 43. Some additional considerations…
    • Study what similar organizations are doing on Facebook. Great for ideas.
      • Particularly their interaction (or lack of) with their page’s fans.
      • Even in the commercial sector.
    • Don’t be mistaken it’s not passive.
      • Requires creation of a presence, gaining “critical mass” in terms of followers.
      • Fresh content and engaging with fans on an ongoing basis.
  • 44. Facebook Advertising
  • 45. Facebook Advertising
    • Highly effective form of social advertising.
    • Targeting by:
      • Age
      • Gender
      • Relationship Status
      • Location
      • Education
      • Workplace
      • Interests
  • 46. Facebook Advertising Tip: Advertising to your pages fans is usually a good return on investment.
  • 47. Facebook Advertising Pricing & ROI Learn the rules Then learn the tricks, pricing dependent on supply and demand Iterative testing & refinement Analytic analysis is important cost/conversion. Often not the case…
  • 48. Facebook Advertising
    • Cost Effective?
      • Yes, if you make it very clear what you are asking for in your ad copy (“discourage clicks”)
        • Discourage click through with “ graphic ” content.
        • Textual clarity – dog, Asia, recurring gift.
      • Yes, if you define (and refine) your campaigns well.
        • Target audience
        • Ad content
        • Bidding
        • etc.
  • 49. Facebook Advertising
    • Cost Effective?
      • Analysis by advertising campaign is vital.
        • Google Analytics
  • 50. Wrap-up
    • Have strategies and measurable objectives.
    • Larger organizations need to be ready to let go of some control.
      • Facebook is an open environment.
  • 51. Wrap-up
    • Engaging your audience through content and dialogue is key.
    • Active engagement in building your pages following (fans) is required.
    • Who is going to administer your page? (represent you)
      • How are they going to be able to effectively represent your organization?
    • Let the user “opt in” to action. They will leave Facebook when ready. (Again dialogue followed by intent to take action)
  • 52. Wrap-up – (FB Advertising)
    • Worth doing (IMO) go for a recurring gift – cost effective.
    • Test, test, test:
      • Audience (Geography, interests, sex, etc.)
      • Text Imagery
      • Bidding
      • Multiple campaigns
    • Tight audience, less is better.
      • Less risk, then expand.
  • 53. Questions/Comments?

×