1.
Turning Your Traditionalists into an
Empowered Digital Support Team
June 2013
#501Brite #501TechBOS

2.
ABOUT SARA
Senior Boston Marketing Manager
at Eventbrite
Focus on local NPO community
Event planner and attendee
Connector
Twitter: @BriteBoston

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.
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.
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.
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.
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.
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

9.
OPPORTUNITY

10.
THE BIG QUESTION…
WHERE TO START?

11.
Social Endorsements + Facebook Posts
Image Source: http://mashable.com/2012/12/12/non-profits-social-media-infographic/

12.
Supporting a Cause on Facebook
Source: http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/

13.
How Offline & Online Supporters First Hear
Source: http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/

14.
Challenges and Opportunities: The Mainstreeter

15.
Who is The Mainstreeter?

16.
From Skepticism to… Further Engagement

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.
CRAWL WALK RUN FLY
Borrowed with thanks from Beth Kanter

19.
Traditional
donors
Join Digital
Support
Squad
Help each
other
“crawl-run-
walk”
Begin to
look a lot
like…
Online
donors &
evangelists

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.
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.
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.
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.
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.
Digital + Events: Bringing It Home Again

26.
26
Create Your Registration Page

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.
What’s the One Thing You’re Going to Do Next?

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