The current state of social media, the social media cycle as related to the fundraising cycle, and case studies of nonprofits successfully using social media to impact fundraising. Presented to AFP San Antonio Chapter June 19, 2014
Social media: you know you need it, but what do you do with it and how can it help your organization’s fundraising? We’ll talk about that, but first, here’s an easy way to think about the various apps:
Today we will learn: 1. current state of social media and apps (and where to learn more), 2. the social media cycle and how to incorporate it and 3. cases of social media success in a variety of organizations.
Ask who is on each as go. FB-An online community and a large network that is not necessarily “intimate” because it is so open Twitter-A “micro-blog” with a more information gathering function; live links; connections between followers maybe less personal and more interest/ideology based LinkedIn-professional networking; Prospect research/information gathering utility Pinterest-virtual cork board; For an organization, useful to think of product/mission based corkboards—specific utility Instagram-A tighter network/social circle with more intimate relationships than other SM platforms; sharing is done through images, which evokes different types of emotions You Tube-really? You don’t know? Up and comers, check out presentation on my Slideshare.net account. SC photo, Vine video, FS location, Tumblr blog
1. Awareness of org: creating and increasing awareness 2. Engagement w audience: two-way street, another way to reach current audience and reach non-traditional audiences (e.g. Millennials) 3. Integration with fundraising efforts—KEY to SM is understanding is it not a stand-alone tool but rather an enhancement to existing strategies and campaigns
The social media cycle is much like the donor cycle. You don’t expect to raise money from a prospect right away.
8th annual just released, covers 2013 data. Nonprofit Tech Network (NTEN) and M-R strategic services gathered data from 53 nonprofits. Email lists grew 14% in same period, web traffic 16%
List on all materials print and electronic (email etc) Ask your volunteers and donors to like and follow Consider the street team method-staff and volunteers
Millennial impact study stats (involved several national NP like AHA, lead research partner is CASE Foundation)-they aren’t returning to your site.
Wealth Engine white paper “Fundraising’s Social Revolution: How Social Media is Changing Nonprofit Culture and Practice” cites the digital marketing manager for Feeding America, who engaged with a colleague regarding engagement of potential donors. He told him: “I am in my 20s, and on social media now. I don’t have a lot of money. But when I am in my 40s, and I do have money to give, I’m going to give to the charities that are talking to me now.”
Share info about your organization, your industry. Benchmarks study shows FB average of 1.2 times/day, Twitter 5.3 avg. Invite people to share and interact with content. Use it to drive them to your website Be sure to respond to commentors, good and bad. A “dead” account is worse than none at all.
Before you make the ask, you do your homework, right? Why not use social media? WealthEngine white paper “Fundraising’s Social Revolution: How Social Media is Changing Nonprofit Culture and Practice”: WE conducted survey of 1300 individuals in prospect development and fundraising fields to determine extent to which they use social media in their work.
2013 study-in 2012, 20% increase # donations, 21% more funds raised. 2012 study-in 2011, 20% increase in # donations, 19% more funds raised. Studies are not apples to apples.
Is anyone integrating this? How? Development plan is always the base for a communications and social media plan. SM is one tool in the communications arsenal
Rice SM is managed by Office of Public Affairs, but individual schools and departments have own accounts too. Challenge to have same brand standards organization wide. One of first critical steps was coming up with #Rice100. Why this is important to be concise and catchy. Built internal audience first by using and encouraging others to use hashtag well in advance of Centennial. Then spread to external community, just like the campaign. Used metrics and Google Analytics to help track activity.
1300 tweets using #Rice100, 3100 tweets about Centennial in general, Houston trending topic for weekend https://storify.com/riceuniversity
Another key to success was creative engagement; thinking outside of box and thinking of audience. Dance Dare appeals to students, gets them actively engaged. https://www.youtube.com/watch?v=kccllzvhLak&noredirect=1
UNHCR Canada, 2013 World Refugee Day Good Works was contracted for this project; they have had UNHCR as client for 4 years. Canadian office of international organization. First time social media truly integrated into the campaign to drive awareness as well as online donations. This is a Facebook ad used in campaign.
Email sample-text donations
Twitter examples. One on left posted on WRD
Online revenue not trackable by campaign since online and offline databases aren’t merged – room to improve this. While traffic was up, site visit length was down 10% due to challenges with the landing page not resolved by client. Website is not in scope of contract.
Mapping out schedule of communications is critical to success – pay special attention to high media days Testing and evaluation done after every email and post. If something didn’t resonate, they changed it. This also allowed flexibility with the Syria crisis to add related messaging. They had the “what is the one thing you would bring if you were a refugee” message. Everyone from celebrities to commoners could engage. Really encouraged users to think and put themselves in shoes of a refugee.
Prior to this year, social media activity non-existent, though they have had the accounts a while and even added You Tube a year ago. Key to their success was implementation of an internal Social Media Center of Excellence: 27 staff members plus volunteers
Posted for 6 months consistently, focusing on engaging users. Added YouTube about a year ago. “If you’re not constantly in dialogue … they are not going to come back and hang out.” Task force members were given suggested content, allowing them to craft message and make easier. Key to success was to be upfront in the ask about how frequent posts would be (twice a week). Some posted as is/some personalized. “We removed all obstacles from their path.” FB was #1 platform, most engaging. Twitter close 2nd but mostly for clickthrough rates. Measured by FB comments/shares, Twitter RTs. # followers/fans is great but engagement was viewed more valuable. Would give about a week after message posted before measuring since users not online at same time. Based on what worked/didn’t, they would craft messages for next week.
Tips: Make sure someone on staff is a good writer. Have a theme, know your audience well so message resonates. Need good creative/graphics Don’t be afraid to change campaign from year to year; for-profit orgs do it all the time. Integrate everything and be sure to have a mobile friendly landing page for campaign on web.
Case highlighted in 4th Annual survey of social media in advancement by CASE, Huron Education and mStoner.
Share with students that of annual budget, 52% endowment 9% Annual Fund and only 31% tuition. So they benefit from the giving of alums who came before them. Social media engagement builds on environment as studetns using FB groups for classes. Also connect to recent alums via FB or LI for class project research. http://www.case.org/Documents/WhitePapers/CASE-Huron-mStoner-SM2013-WhitePaper.pdf
Key is they recognized the need to develop the Young Alum program, and social media is a tool to promote news & events. EG if an event in NYC, they may send message to all part of the NYC FB group to remind. Also used to drive fundraising. Mobilized class agents and other volunteers to use social media to drive to online giving form week of class challenge. Class of ‘13 went from less than 10% to more than 55% participation that week.
They are also using social media in stewardship. exetersaysthanks.tumblr.com features thank you notes and videos collected from students to donors
To recap, we discussed 1. current state of social media and apps (and where to learn more), 2. the social media cycle and how to incorporate it and 3. cases of social media success in a variety of organizations. So how do you plan to go back and use social media in your org?
Social Media & the Development Plan: pairing up for a #fundwin
Lisa M. Chmiola, CFRE
AFP San Antonio Chapter June 19, 2014
How many social media
platforms/applications can you
Prizes for contestants with the
Up and Coming
It’s see and be seen:
37% increase of Facebook fans
46% increase in Twitter followers
Social media growing at a faster rate than email
or website traffic
– 8th annual eNonprofit Benchmarks study, 2013 social media
It’s all about making, involving fans and friends:
Top action Millennials take online: connecting to an
organization’s social media channels to stay
engaged with updates.
84% of respondents call on friends when
40% promote a cause on social networks.
– Millennial impact study stats
Share meaningful content
Call to action
Respond, don’t ignore!
It’s not just about the dollars…
48% of prospect researchers use social media at
least daily for work
85% use social media to find details related to
employment, education, relatives and marital
62% use it to identify interests, causes or missions
for which prospect may have affinity
– WealthEngine white paper “Fundraising’s Social Revolution: How
Social Media is Changing Nonprofit Culture and Practice”
… but it really is!
Focusing on online giving adds dollars:
14% increase in # donations and online revenue
25% increase in monthly giving, which was 16%
of online giving
– 2014 eNonprofit Benchmarks study (2013 results)
Development plan comes first
Determine communication channels
Develop social media plan
Importance of the #
Internal plan first