Social Media And Engagement Strategies For Online Campaigns


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This presentation was created for the Fundraiser's Forum, a group of nonprofit development professionals. In the presentation, we walk through statistics of how people are using social media for engagement and causes, basics of creating a social media strategy, and examples of how nonprofits are using YouTube, Twitter, Facebook and blogging to support online fundraising campaigns.

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  • Not one-way, but two-way, many-faceted, many participants
  • Communication: Blogs, microblogging, social networks, events (evite), discussion groups Collaboration: Wikipedia, wikis, social bookmarking Multimedia: photo sharing, video sharing, art sharing, livecasting, podcasting Entertainment: virtual worlds, online gaming Reviews and opinions: product reviews, service or entertainment reviews (amazon, yelp epinions, eluna) and Q&A (yahoo answers, linkedin answers)
  • Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends 49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)
  • 1 Recommendations from family and friends trump all other consumer touchpoints when it comes to influencing purchases, according to ZenithOptimedia. (AdAge, April, 2008) 3 Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential than third-party reviews. ("Web users and web community," Rubicon Consulting, Inc. October 2008) 4 Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. ("Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape," JupiterResearch, March 2007)
  • Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. (comScore/The Kelsey Group, October 2007)
  • Social Media for Causes Study: March 2009. 426 respondents are all “social media power users. Forty-seven percent were aged 30-49, 40 percent were under the age of 30, and only 13 percent were 50 or older. Almost two thirds (62 percent) were female. Of all the forms of social media used by 30-49-year-olds, only social networks and blogs received greater than 40 percent rankings for “trust.” Specifically, 66 percent trust social networks and 50 trust blogs. In the over 50 bracket, 62 percent trust social networks and 42 percent trust blogs. Perhaps one of the most interesting points that arose from this data was that both social media savvy groups prefer group social media, with the exception of blogs. Whether for personal use or trust in third party sites, blogs represent the second most viable source of information next to social networks (among both the digital rich and the traditional brackets). After blogs, message boards, forums, wikis and review sites were all deemed more credible than videos or podcasts (the terrain of traditional “personal” social media).
  • Among engaged Americans (defined as those who have volunteered, donated or advocated in the past year). Survey by Harris Interactive (Harris Poll), March 2009
  • Social Media for Causes Study: March 2009. 426 respondents are all “social media power users.” Forty-seven percent were aged 30-49, 40 percent were under the age of 30, and only 13 percent were 50 or older. Almost two thirds (62 percent) were female. TOTAL: 84 percent of the social media savvy aged 30-49 and 55 percent of those older than 50 used conversational media for these purposes.
  • Social Media for Causes Study: March 2009. 426 respondents are all “social media power users.
  • Wired Wealthy donate a minimum $1000 to one cause,
  • Wired Wealthy donate a minimum $1000 to one cause,
  • Unless you have an incredibly “hot” issue, it’s two steps. Always.
  • Further Twitter resource: 26 charities and NPOs on Tiwtter - One other Twitter fundraiser inspired by Twestival: Local Girls, Inc. group
  • Credit to
  • Credit to @meshugavi’s blog: and
  • In conjunction with “Help Hadassah Heal” Campaign – website, podcasts – official website
  • Video on YouTube: Initial video as guest post on beth’s blog: Choose A Different Ending video: Charity: Water video (with donation overlay)
  • Social Media And Engagement Strategies For Online Campaigns

    1. 1. Social Media and Engagement Strategies for Online Campaigns Understanding the context of social media for fundraising
    2. 2. Introduction What is Social Media Engage First Developing a Social Media Strategy Engagement Leads to Donations Platforms for Giving: Twitter, Facebook, YouTube, Blogs Key Concepts
    3. 3. What is Social Media, anyway?
    4. 4. A platform for conversation
    5. 5. Encourages conversation by multiple users
    6. 6. Utilizes the Power of Weak Ties
    7. 7. Is organic and uncontrolled
    8. 8. Includes Viral Elements
    9. 10. Key Social platforms Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Feeds Source: Universal McCann Companies Study on Social Media Trends (March 2008) … are also about relationships
    10. 11. Friends & Family Trump all other recommendations influencing purchases Fellow Consumers/Reviewers Most credible form of “advertising.” Second only to personal advice from a friend
    11. 12. Does this compel you to shop at an Oxfam store?
    12. 13. Or is this more compelling?
    13. 14. Social Network Peers Are 3X more likely to trust their peers’ opinions over advertising when making a purchasing decision
    14. 15. Social Networks are Highly Trusted by Users
    15. 16. What Happens There?
    16. 17. Social Media Influences Actions Action Taken As a Result of Social Media
    17. 18. Online Donors… <ul><ul><li>Fast-growing segment </li></ul></ul><ul><ul><li>Great source of NEW donor acquisition </li></ul></ul><ul><ul><li>Tend to give larger one-time gifts ($120) </li></ul></ul><ul><ul><li>Younger, higher incomes than direct mail </li></ul></ul><ul><ul><li>Good for smaller organizations </li></ul></ul><ul><ul><li>Migrate to offline giving ( mail donors do not migrate online ) </li></ul></ul>
    18. 19.
    19. 20. ,
    20. 21. Growing Preference for Communication via Social Media
    21. 22. 64% of engaged Americans want to keep up with nonprofits through social media
    22. 23. Your website isn’t just your URL It’s your entire Social Web
    23. 24. Online Donations: It’s a Two- Step Process
    24. 25. Engagement Leads to Donations … not the other way around
    25. 26. First Step: Create Your Social Media Strategy
    26. 27. Begin With Organizational Goals
    27. 28. Evaluate Your Assets Website Existing Social Media Donors Stakeholders Staff/Volunteer Time Your Brand
    28. 29. Listen to the Conversation
    29. 30. Monitor a Few, Research Many
    30. 31. Support Your Goals with the Right Platforms
    31. 32. Create Success Metrics Leading to tangible Tangible : Converts to Time and/or Money
    32. 33. Everyone Has to Garden!
    33. 34. How Much Time?
    34. 35. Map Out a Social Media Plan
    35. 36. Begin the Real Engagement…
    36. 37. Second Step: Support Campaigns with the Right Social Media
    37. 38. Successful Online Campaigns Are a result of prior social media engagement
    38. 39. Consider Key Platforms URL
    39. 40. Social Network Fundraising Examples Utilizing Twitter, Facebook, YouTube
    40. 41. 1 st Tweetsgiving: November 2008 (Organized by Epic Change)
    41. 42. <ul><li>Share gratitude on twitter. Thanksgiving tie-in. </li></ul><ul><li>Give a brick ($10) to build a school in Tanzania using the ChipIn widget </li></ul><ul><li>The Effort: </li></ul><ul><li>Asked influencers to tweet </li></ul><ul><li>Good tagline “put the giving back in Thanksgiving” </li></ul><ul><li>Short-term (2 days) </li></ul><ul><li>Pre-seeded blog posts and twitterers </li></ul><ul><li>Recognized higher donors (over $100) on website feed </li></ul><ul><li>Blog and press news feed </li></ul>
    42. 43. <ul><li>107 press and blogger mentions </li></ul><ul><li>15,830 page views, 7,563 unique visitors, from 101 countries </li></ul><ul><li>3,000 gratitude tweets </li></ul><ul><li>Top Twitter trend </li></ul><ul><li>$11,021 in 364 donations </li></ul> The Results:
    43. 44. Beers for Canada: July 1, 2009 (Canada Day) Open government data to citizens Promote transparency in public office <ul><li>The Effort: </li></ul><ul><li>Created “Beers for Canada” microsite </li></ul><ul><li>Asked key twitterers and bloggers ahead of time </li></ul><ul><li>June 30 – July 2 </li></ul><ul><li>Donate! Buy a beer, a pitcher, or a round for Canada </li></ul>
    44. 45.
    45. 46. #beatcancer Launched at Blogworld Expo 2009. Set Guinness World Record: most social mentions in 24 hrs
    46. 47. October 22, 2009 Raised $70,000+ for four cancer charities
    47. 48. Causes: Some Insights from Case Studies
    48. 49. Young Hadassah International 48 hours Causes fundraiser People changed their profile photo to YHI logo for 48 hours Reached 1500 people Mostly $20 donations 100 new members joined the Cause In conjunction with the “Help Hadassah Heal” Campaign – website, podcasts
    49. 50. LFA Facebook Causes increased donations 790%!
    50. 51. <ul><li>Causes = “Action Center” </li></ul><ul><li>petitions </li></ul><ul><li>phone calls </li></ul><ul><li>donations </li></ul><ul><li>recruit interviewees </li></ul>Increased Causes membership 584% in 6 mos
    51. 52. Causes as “Action Center”
    52. 53. <ul><li>LFA Causes Numbers: </li></ul><ul><li>Jan 2009 – 3,000 membs and $630 raised </li></ul><ul><li>June 2009 – 21K membs and $5,700 raised </li></ul><ul><li>Increased donations 790% in that time </li></ul><ul><li>Increased membership 584% </li></ul><ul><li>about 500 new members join each week </li></ul>
    53. 54. Facebook Causes is not just for fundraising! Think of it as an “action center” Make sure the Cause is active, extremely engaging Combine with Twitter, message boards, blog, Facebook Page, for more impact Reach out to unofficial Causes Causes Key Takeaways /
    54. 55.
    55. 56. Video Overlay
    56. 57. Video Links Here
    57. 58. You Tube Key Takeaways <ul><li>Sign up for the nonprofit program (US or UK)! </li></ul><ul><li>Create buttons that link out </li></ul><ul><li>Appeal overlay option to link out </li></ul><ul><li>Compelling storytelling platform </li></ul>
    58. 59. Strategic Blogging Moves the Campaign Forward
    59. 60. News/Updates Campaign Info Behind the Scenes Calls to Action Personal Stories Achievements Map Out the Blog’s Supporting Role
    60. 61. Examples of Strategic Blogging
    61. 65. /
    62. 66. Why Not a Social Media Thank You Note?
    63. 67. All Twestival donors received this email “thank you card” (me included)
    64. 69. Daily Videos During Drilling
    65. 70. Social Media Plants Seeds
    66. 71. Real Engagement Leads to Donations!
    67. 72. Created by: Debra Askanase, CEO [email_address] Twitter: @askdebra