Turning Traditional Donors into Online Evangelists


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Nonprofit organizations are challenged translating the value of social and digital platforms to their base of traditional donors. "Traditionalists" don’t use social media to support causes online, if they use social media at all. "Mainstreeters" are hesitant to use it to support their causes. This presentation covers: who is a Traditionalist and Mainstreeter, how do they hear about your organization, what are they looking for from you, and a strategy to empower these donors with the knowledge, tools, and resources to use social and digital platforms for your organization.

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  • Need 505 tech club logo
  • SARA
  • SARA – have head of 501 tech stand up
  • SARA
  • SARAWorked with nonprofit organizations for the past year and a half and constantly hear their struggle with socialAlso heard issues with them appealing to younger demographicSolved that problem, so now doing this
  • SARA - add
  • SARA – ask a raise of hands
  • DEBRA = 18% of all seniors use social networks
  • DEBRA 45-54 year olds are the largest growing group on social networks – huge opportunity and clearly an interest. Facebook is the most addictive - 23% of Facebook’s users check their account five or more times EVERY DAY.
  • SARAWhy it is important to empower people with tools to advocate for your cause + facebook engagement
  • DEBRA: TAKEAWAY: If you can bring your traditionalists online, they’re likely to like it and participateA recently released study. From July 23 to Aug. 2, 2012, among 2,004 digitally engaged cause supporting adults, ages 18 and older. Specifically, qualified participants were online or offline supporters of a charity or cause during the previous 12 months; moderate social media users (as defined by posting content, commenting or liking at least three times per week), and following at least one brand, company or organization on a social media platform
  • DEBRASometimes the traditionalists you think are offline are actually online
  • DEBRANumber of different types of people, and the type we call traditionalists are called Mainstreeters. Who is a mainstreeter?
  • DEBRA Traditionalists may be highly receptive to peer to peer fundraising
  • SLIDE – definitions of traditionalists and mainstreeters and top 3 slidesa.) traditionalists who are offline who we really want to support online, because when given the right tools, they can be influencersb.) are online but have not been active online for you
  • SARAa.) traditionalists who are offline who we really want to support online, because when given the right tools, they can be influencersb.) mainstreeter are online but have not been active online for you
  • SARA – reflects previous slide, 1.) identify online influencers – they may be mainstreeters, partners2.) utilize your CM tool or reporting to identify your most influential and valued traditional donors3.) invite6.) “volunteers” could be evangelists, stakeholders, or transitioned offline to online7.) you might not be used to doing this and it may not be your “job”, but this is a reminder that you’re not alone. Many of you are doing this and you can find support for yourself in LinkedIn/FB groups,
  • SARASample tweetsSample Facebook posts including imagesPhotos are most “liked” and “shared”Correctly tagging organizations and partnersAsk: LinkedIn Updates
  • SARA
  • SARAEvents are an integral part of an organizations fundraising effortsLeveraging online registration allows your support team to promote your event, sell tickets
  • SARADonation Option
  • SARAThere are lots of other ways to drive marketing too and the key is to have every touch tie back to your registration page.
  • Ask people to turn to the person next to them and share?Then, ask people to share
  • Turning Traditional Donors into Online Evangelists

    1. 1. Turning Your Traditionalists into an Empowered Digital Support Team June 2013 #501Brite #501TechBOS
    2. 2. ABOUT SARA Senior Boston Marketing Manager at Eventbrite Focus on local NPO community Event planner and attendee Connector Twitter: @BriteBoston
    3. 3. ABOUT DEBRA Digital Engagement Strategist, Community Organizer 2.0 Goal-oriented, measurable digital strategy and social media Co-organizer of the Boston 501 Tech Club, #501TechBOS Twitter: @askdebra
    4. 4. CHALLENGE & OPPORTUNITY Challenges: Translating the value of social and digital platforms to your traditional donor base. Traditionalists don’t use social media to support causes online, if they use social media at all. Mainstreeters are hesitant to use it to support their causes. Opportunity: Empower your traditional donors with the knowledge, tools, and resources to use social and digital platforms so they can learn first-hand the value in these mediums
    5. 5. BY THE NUMBERS: Nonprofits and social media • 89% of charitable organizations use some sort of social media • 45% say social media plays a “very important” role in fundraising • % of money raised through social media has doubled in past five years • Less expensive than traditional marketing Image Source: http://mashable.com/2012/12/12/non-profits-social-media-infographic/
    6. 6. What is a Traditionalist? Traditionalist: A loyal donor who is not on social media but may be interested • Likely semi-retired or retired • Moderate amount of free time • Fastest growing community on social media
    7. 7. What Do You Think?? Why aren’t traditional donors already supporting causes through social networks? 1. Donors aren’t on social networks 2. Donors haven’t thought about it 3. Donors don’t know how 4. Donors are not comfortable talking about our organization online
    8. 8. Seniors and social networks Who’s online? Seniors online, 53% Seniors offline, 47% , 0 34% of online seniors use social networks Source: http://www.nbcnews.com/video/nightly-news/51523129#51523129
    11. 11. Social Endorsements + Facebook Posts Image Source: http://mashable.com/2012/12/12/non-profits-social-media-infographic/
    12. 12. Supporting a Cause on Facebook Source: http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/
    13. 13. How Offline & Online Supporters First Hear Source: http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/
    14. 14. Challenges and Opportunities: The Mainstreeter
    15. 15. Who is The Mainstreeter?
    16. 16. From Skepticism to… Further Engagement
    17. 17. Engaging Traditionalists and Mainstreeters In summary: 1. Growing segment of online and social network users 2. Extremely people-driven; hear about causes from friends and family on and offline 3. Give them tools to use, help them show their impact, they want to influence others online Traditionalist: An loyal donor who is not on social media but may be interested in learning more. Mainstreeter: A loyal donor active on social media personally but has not yet advocated for a cause.
    18. 18. CRAWL WALK RUN FLY Borrowed with thanks from Beth Kanter
    19. 19. Traditional donors Join Digital Support Squad Help each other “crawl-run- walk” Begin to look a lot like… Online donors & evangelists
    20. 20. CREATE YOUR PLAN 1. Develop a Digital Support Squad of your most valued online stakeholders and evangelists. Prep them to welcome your traditionalist. 2. Identify your most influential and valued traditional donors. 3. Invite some to join your Digital Support Squad! 4. Empower development team to connect with them individually online and support them 5. Offer the squad suggestions for online + offline connecting 6. Recruit volunteers to run webinars and skill-building sessions 7. Find support for yourself in professional online groups
    21. 21. CRAWL • Identify those Traditionalists and Mainstreeters with interest • In-person support skill sessions to optimize social media use • Facebook profile • Linkedin or Twitter profile • Google profile and using Gmail • Using online fundraising • Webinars and “open office hours” • Encourage them to add volunteer information in LinkedIn and Google profiles • Invite them into a private, secret online group. • Give them what they want: to be able to connect with family and friends far away
    22. 22. WALK • Build confidence • Practice! • Offer sample posts, updates, and Tweets for them to use • Creating status update shares on Facebook • Sharing a story onto Facebook, Linkedin • Commenting on others’ stories • Creating lists of people who want to know about your volunteer work • Develop a personal fundraising page • Encourage questions for the Digital Support Squad members!
    23. 23. RUN • Execute! • Set goals for yourself and a team • Friendly competitions • Page visits • Status update shares on Facebook • Retweets on Twitter • Visits to event page • Tickets sold • Hold a Google Hangout or Skype call to talk regularly.
    24. 24. FLY • Refined skills based on successes and failures • Lead webinars and in-person sessions to train others • Recruit other members to join digital support team • Expand online skill sets • Brainstorm the next great idea with the squad
    25. 25. Digital + Events: Bringing It Home Again
    26. 26. 26 Create Your Registration Page
    27. 27. Registration Twitter Email Facebook LinkedIn Pro Tip: Bit.ly is a great website to help you shorten links for posts across different social media channels 27 Drive Every “Touch” to Registration DIGITAL DONOR SUPPORT TEAM
    28. 28. What’s the One Thing You’re Going to Do Next?
    29. 29. THANK YOU! Sara Steele-Rogers Senior Boston Marketing Manager Eventbrite SaraS@eventbrite.com @BriteBoston (617) 851-0735 Debra Askanase Digital Engagement Strategist Community Organizer 2.0 debra@communityorganizer20.com @askdebra (617) 682-2977