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2012 Nonprofit Social Networking Benchmark Report (4th Edition)

USING SOCIAL MEDIA (DATA)
FOR FUNDRAISING SUCCESS

1/16/2...
Frank Barry

Danielle Brigida

Dir. Digital Marketing
Blackbaud

Social Media Manager
Nat’l Wildlife Federation

@franswaa...
DOWNLOAD THE REPORT TODAY

www.NonprofitSocialNetworkSurvey.com

Get the INFOGRAPHIC also … http://bit.ly/npsocial
1/16/20...
What’s going on out there?

THE SOCIAL MEDIA LANDSCAPE

1/16/2014

http://bit.ly/npsocial | #bbsocial

4
1/16/2014

http://bit.ly/npsocial | #bbsocial

(Source: Buddy Media)

5
Social Media

IT MAKES US ALL CRAZY

1/16/2014

http://bit.ly/npsocial | #bbsocial

6

http://www.flickr.com/photos/jannem...
Why you should care?

WHY SOCIAL IS IMPORTANT?

1/16/2014

http://bit.ly/npsocial | #bbsocial

7
KEY INFLUENCERS

1/16/2014

http://bit.ly/npoSocialArchetype
http://bit.ly/npsocial | #bbsocial

8
ENGAGERS

1/16/2014

http://bit.ly/npoSocialArchetype
http://bit.ly/npsocial | #bbsocial

9
MULTICHANNEL CONSUMERS

1/16/2014

http://bit.ly/npoSocialArchetype
http://bit.ly/npsocial | #bbsocial

10
STANDARD CONSUMERS

1/16/2014

http://bit.ly/npoSocialArchetype
http://bit.ly/npsocial | #bbsocial

11
2012

SOCIAL MEDIA FOR NONPROFITS

1/16/2014

http://bit.ly/npsocial | #bbsocial

12
FACEBOOK UP 30%
www.NonprofitSocialNetworkSurvey.com
TWITTER UP 81%

DOWNLOAD THE REPORT TODAY

9 OUT OF 10 NONPROFITS ARE...
STAFFING?

STAFFING ON THE RISE

75% of nonprofit organizations have ¼ or less of an FTE.

75% OF NONPROFITS ALLOCATE ½ FT...
FUNDING GROWS BUT
43% OF NONPROFITS ALLOCATE $0 TO SOCIAL

1/16/2014

http://bit.ly/npsocial | #bbsocial

15

http://bit.l...
FUNDRAISING STILL LACKING
NOT MANY HAVE RAISED OVER $10K THROUGH SOCIAL

1/16/2014

http://bit.ly/npsocial | #bbsocial

16...
TOP 3 FACTORS FOR SUCCESS
Strategy. Priority. Staffing.

Strategy

1/16/2014

http://bit.ly/npsocial | #bbsocial

Prioriti...
Where we’re headed …

SOCIAL CRM
June 2008
1/16/2014

http://bit.ly/npsocial | #bbsocial

18

18
SOCIAL CRM

1/16/2014

http://bit.ly/npsocial | #bbsocial

19
Going Social

NWF AND CONSTITUENT DATA

1/16/2014

http://bit.ly/npsocial | #bbsocial

20
NWF’S CONSTITUENT DATA
• Attributes (age, interests)
• Affiliations (schools, state
affiliates, partner
organizations)
• I...
DOESN’T OFTEN TRANSLATE ON SOCIAL

1/16/2014

http://bit.ly/npsocial | #bbsocial

22
HOW DO YOU MAKE SENSE OF THE CROWD?

1/16/2014

http://bit.ly/npsocial | #bbsocial

23
WE WANT TO ENGAGE SMARTER

1/16/2014

http://bit.ly/npsocial | #bbsocial

24
HAVE ACCESS TO RELATIONSHIP HISTORY
Seeing our internal tags on our live tweet/comment stream:

1/16/2014

http://bit.ly/n...
WHAT DOES ADDING SOCIAL DATA DO?
Oh wow, the person who just re-tweeted us
donated $1,000 last year. Let me message
them a...
ADD “CONTACTS”

1/16/2014

http://bit.ly/npsocial | #bbsocial

27
LEARNING MORE ABOUT OUR CONSTITUENTS

1/16/2014

http://bit.ly/npsocial | #bbsocial

28
UNDERSTAND THEIR AFFINITY

1/16/2014

http://bit.ly/npsocial | #bbsocial

29
WE WANT TO GET TO KNOW OUR SUPPORTERS

1/16/2014

http://bit.ly/npsocial | #bbsocial

30
1/16/2014

http://bit.ly/npsocial | #bbsocial

31
FILTER BY KEYWORDS AND INFLUENCE SCORES
Searching and filtering to find people via their tags and influence score

1/16/20...
SOCIAL SCORES HELP US TARGET

1/16/2014

http://bit.ly/npsocial | #bbsocial

33
SOCIAL DATA FOR FUNDRAISING?

1/16/2014

http://bit.ly/npsocial | #bbsocial

34
USING THE DATA TO IMPROVE FUNDRAISING
• Segmentation
- Know where to engage with people

• Deeper relationships
- Know mor...
http://bit.ly/iP36Pc

1/16/2014

http://bit.ly/npsocial | #bbsocial

36
QUESTIONS?
http://bit.ly/npsocial

http://blackbaud.com
1/16/2014

http://bit.ly/npsocial | #bbsocial

37
1/16/2014

http://bit.ly/npsocial | #bbsocial

38
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Using social media data for fundraising success

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Using social media data for fundraising success

  1. 1. 2012 Nonprofit Social Networking Benchmark Report (4th Edition) USING SOCIAL MEDIA (DATA) FOR FUNDRAISING SUCCESS 1/16/2014 http://bit.ly/npsocial | #bbsocial 1
  2. 2. Frank Barry Danielle Brigida Dir. Digital Marketing Blackbaud Social Media Manager Nat’l Wildlife Federation @franswaa netwitsthinktank.com 1/16/2014 http://bit.ly/npsocial | #bbsocial @starfocus www.nwf.org 2
  3. 3. DOWNLOAD THE REPORT TODAY www.NonprofitSocialNetworkSurvey.com Get the INFOGRAPHIC also … http://bit.ly/npsocial 1/16/2014 http://bit.ly/npsocial | #bbsocial 3
  4. 4. What’s going on out there? THE SOCIAL MEDIA LANDSCAPE 1/16/2014 http://bit.ly/npsocial | #bbsocial 4
  5. 5. 1/16/2014 http://bit.ly/npsocial | #bbsocial (Source: Buddy Media) 5
  6. 6. Social Media IT MAKES US ALL CRAZY 1/16/2014 http://bit.ly/npsocial | #bbsocial 6 http://www.flickr.com/photos/jannemei/1023015396/sizes/l/in/photostream/
  7. 7. Why you should care? WHY SOCIAL IS IMPORTANT? 1/16/2014 http://bit.ly/npsocial | #bbsocial 7
  8. 8. KEY INFLUENCERS 1/16/2014 http://bit.ly/npoSocialArchetype http://bit.ly/npsocial | #bbsocial 8
  9. 9. ENGAGERS 1/16/2014 http://bit.ly/npoSocialArchetype http://bit.ly/npsocial | #bbsocial 9
  10. 10. MULTICHANNEL CONSUMERS 1/16/2014 http://bit.ly/npoSocialArchetype http://bit.ly/npsocial | #bbsocial 10
  11. 11. STANDARD CONSUMERS 1/16/2014 http://bit.ly/npoSocialArchetype http://bit.ly/npsocial | #bbsocial 11
  12. 12. 2012 SOCIAL MEDIA FOR NONPROFITS 1/16/2014 http://bit.ly/npsocial | #bbsocial 12
  13. 13. FACEBOOK UP 30% www.NonprofitSocialNetworkSurvey.com TWITTER UP 81% DOWNLOAD THE REPORT TODAY 9 OUT OF 10 NONPROFITS ARE ON FACEBOOK http://bit.ly/npSocial Get the INFOGRAPHIC also … http://bit.ly/npsocial 1/16/2014 http://bit.ly/npsocial | #bbsocial 13
  14. 14. STAFFING? STAFFING ON THE RISE 75% of nonprofit organizations have ¼ or less of an FTE. 75% OF NONPROFITS ALLOCATE ½ FTE 1/16/2014 http://bit.ly/npsocial | #bbsocial 14 http://bit.ly/npSocial
  15. 15. FUNDING GROWS BUT 43% OF NONPROFITS ALLOCATE $0 TO SOCIAL 1/16/2014 http://bit.ly/npsocial | #bbsocial 15 http://bit.ly/npSocial
  16. 16. FUNDRAISING STILL LACKING NOT MANY HAVE RAISED OVER $10K THROUGH SOCIAL 1/16/2014 http://bit.ly/npsocial | #bbsocial 16 http://bit.ly/npSocial
  17. 17. TOP 3 FACTORS FOR SUCCESS Strategy. Priority. Staffing. Strategy 1/16/2014 http://bit.ly/npsocial | #bbsocial Prioritization 17 Staffing
  18. 18. Where we’re headed … SOCIAL CRM June 2008 1/16/2014 http://bit.ly/npsocial | #bbsocial 18 18
  19. 19. SOCIAL CRM 1/16/2014 http://bit.ly/npsocial | #bbsocial 19
  20. 20. Going Social NWF AND CONSTITUENT DATA 1/16/2014 http://bit.ly/npsocial | #bbsocial 20
  21. 21. NWF’S CONSTITUENT DATA • Attributes (age, interests) • Affiliations (schools, state affiliates, partner organizations) • Interactions (mail/email, phone calls, in-person meetings) • What they’ve done with us (donated, taken action, volunteered, subscri bed, shopped, attended a rally) 1/16/2014 http://bit.ly/npsocial | #bbsocial 21
  22. 22. DOESN’T OFTEN TRANSLATE ON SOCIAL 1/16/2014 http://bit.ly/npsocial | #bbsocial 22
  23. 23. HOW DO YOU MAKE SENSE OF THE CROWD? 1/16/2014 http://bit.ly/npsocial | #bbsocial 23
  24. 24. WE WANT TO ENGAGE SMARTER 1/16/2014 http://bit.ly/npsocial | #bbsocial 24
  25. 25. HAVE ACCESS TO RELATIONSHIP HISTORY Seeing our internal tags on our live tweet/comment stream: 1/16/2014 http://bit.ly/npsocial | #bbsocial 25
  26. 26. WHAT DOES ADDING SOCIAL DATA DO? Oh wow, the person who just re-tweeted us donated $1,000 last year. Let me message them a quick “Thank you for sharing.” This volunteer has a big Klout score. Maybe when I see her this weekend I should ask her to guest blog for us. We want to reach our activists on social media. Should we invest our resources in a Facebook App or Twitter campaign? 1/16/2014 http://bit.ly/npsocial | #bbsocial 26
  27. 27. ADD “CONTACTS” 1/16/2014 http://bit.ly/npsocial | #bbsocial 27
  28. 28. LEARNING MORE ABOUT OUR CONSTITUENTS 1/16/2014 http://bit.ly/npsocial | #bbsocial 28
  29. 29. UNDERSTAND THEIR AFFINITY 1/16/2014 http://bit.ly/npsocial | #bbsocial 29
  30. 30. WE WANT TO GET TO KNOW OUR SUPPORTERS 1/16/2014 http://bit.ly/npsocial | #bbsocial 30
  31. 31. 1/16/2014 http://bit.ly/npsocial | #bbsocial 31
  32. 32. FILTER BY KEYWORDS AND INFLUENCE SCORES Searching and filtering to find people via their tags and influence score 1/16/2014 http://bit.ly/npsocial | #bbsocial 32
  33. 33. SOCIAL SCORES HELP US TARGET 1/16/2014 http://bit.ly/npsocial | #bbsocial 33
  34. 34. SOCIAL DATA FOR FUNDRAISING? 1/16/2014 http://bit.ly/npsocial | #bbsocial 34
  35. 35. USING THE DATA TO IMPROVE FUNDRAISING • Segmentation - Know where to engage with people • Deeper relationships - Know more about people - Have that data at your fingertips • Increased engagement - Talking to people where they hang out - Knowing more about them - = An opportunity to increase the number of meaningful touches / interactions you have with them. • Results - We’ve seen results improve by up to 40% in certain types of fundraising when social media is used effectively. 1/16/2014 http://bit.ly/npsocial | #bbsocial 35
  36. 36. http://bit.ly/iP36Pc 1/16/2014 http://bit.ly/npsocial | #bbsocial 36
  37. 37. QUESTIONS? http://bit.ly/npsocial http://blackbaud.com 1/16/2014 http://bit.ly/npsocial | #bbsocial 37
  38. 38. 1/16/2014 http://bit.ly/npsocial | #bbsocial 38

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