MyCharityConnects Peel - Getting Your Board On Board [2010-11-18]

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Getting Your Board on Board – Feeling anxious about telling your Board you need a Twitter strategy? Is your Board skeptical of the value and return on investment social media can provide? Or, do they have unrealistic expectations that you’re going to sign up on Facebook today and raise $1 million tomorrow? Either way, get the information you need to manage your Board’s expectations around social media. Find out the best ways to present the value and tangible benefits of social media to get your Board on-side.

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MyCharityConnects Peel - Getting Your Board On Board [2010-11-18]

  1. 1. GETTING YOUR BOARD ON BOARD: THE VALUE OF BEING ONLINE November 18, 2010
  2. 2. Today’s Presenter Zenia Wadhwani Director, Program Development
  3. 3. CanadaHelps.org What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities.
  4. 4. EXPLAINING SOCIAL MEDIA
  5. 5. What is Social Media?
  6. 6. TECHNOLOGY SOCIAL • Online • Interactive • Conversational • Real Time • User driven • Transparent • Engaging • Inclusive • Genuine
  7. 7. So-cial Me-d-ia [soh-shuhl mee-dee-uh] Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Stolen from Wikipedia
  8. 8. So, why is that complicated?
  9. 9. WHAT YOUR BOARD MIGHT SAY
  10. 10. #1 “Our organization is based on people-to-people interactions.”
  11. 11. Connecting and communicating online is still people to people and is very much about building community.
  12. 12. Changes the “how you do”, not “what you do”.
  13. 13. Broader reach Visible connections Community building opportunities
  14. 14. More opportunities for peer-to-peer communications More supporters More volunteers More donors=
  15. 15. GivingPages Examples
  16. 16. #2 “Online fundraising isn’t raising enough money.”
  17. 17. 4% Proportion of overall online funds to charities in 2004 9% Proportion of overall online funds to charities in 2008 Online Giving is Growing
  18. 18. Online Giving Outpacing Offline Giving Charitable giving in 2008- 5% Online giving in 2008 + 30%
  19. 19. Online Giving Median (U.S.) $57 $81 $104 2006 2007 2008
  20. 20. An online presence isn’t only about $$$. It is a source of information for your donors.
  21. 21. Provides a different way to get information to your supporters in a timely way
  22. 22. Are you doing it right? Successful results are cumulative and they take time and effort.
  23. 23. 49% more likely to give than one who was dissatisfied with the overall experience A visitor who is satisfied with their experience with a nonprofit website is
  24. 24. Do you have a Donate Now button?
  25. 25. #3 “It’s a fad.”
  26. 26. Internet Usage by Canadians Canadian Population About 34.1 Million Internet Users About 29 Million 85%
  27. 27. Government Mayor Miller (Toronto) on Twitter Prime Minister Harper on YouTube
  28. 28. Businesses
  29. 29. Media CBC Globe and Mail
  30. 30. Prominent Canadians
  31. 31. Nonprofits and Charities
  32. 32. It’s Here to Stay
  33. 33. #4 “Our donors aren’t interested in donating online or using social media.”
  34. 34. Who’s Giving Online? The most significant characteristic associated with online giving is higher education. Silent Generation 15% Baby Boomers 52% Gen X 30% Millennials 3%
  35. 35. 16+ million users in Canada 29.4% 29.2% 18.4% 16.3% 5.2% Percentage of Users by Age Group Aged 18-24 Aged 25-34 Aged 35-44 Aged 45-59 Aged 60+ 43% 57% 5,500,000 6,000,000 6,500,000 7,000,000 7,500,000 Male Female By Gender
  36. 36. 11th most visited site in Canada Most active users age range 25-34 With 35-44 year-olds trailing right behind 45+ and <24 are under-represented
  37. 37. Do these people look like your donors?
  38. 38. #5 “Why change what works?”
  39. 39. Because the way we communicate is changing.
  40. 40. Look to the future … Future donors will be expecting these tools and interactions.
  41. 41. Importance of Adaptability • Use for different initiatives • For experiments • Flexible
  42. 42. Mobilization • Calls to action reach supporters faster • React to current events (e.g. Haiti earthquake)
  43. 43. #6 “Online donors are not really engaged.”
  44. 44. People are sharing and chatting more online than offline. • More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week on Facebook. • There are over 40 million items shared on Twitter.
  45. 45. Engagement isn’t just what happens online, those conversations continue offline.
  46. 46. 41% of online donors describe themselves as ‘loyal’ to the causes they support, compared to 26% of offline donors.
  47. 47. 59% of online donors would urge others to support the same cause ... compared to 34% of offline donors.
  48. 48. Happy Bystanders Listen Spreaders Share Donors Money Evangelists Solicit Instigators Create Ladder of Engagement* Involvement Supporter *Adapted from Beth Kanter
  49. 49. #7 “It’s too risky. What if people say something negative?”
  50. 50. They’ll talk about you anyway, so start a dialogue with your critics.
  51. 51. Keep your message strong.
  52. 52. #8 “How will we know if we’re successful?”
  53. 53. Define success in the beginning.
  54. 54. Hard Stats • # of followers or fans • Amount of comments • Click-throughs • Amount donated
  55. 55. Balance quantity with quality.
  56. 56. Soft Facts • Types of conversations • Feedback from supporters • Quality of comments
  57. 57. #9 “It takes too much time and costs too much!”
  58. 58. Online Communication is Fast • Online tools let you reach supporters more quickly • More convenient and simple than other ways of communicating
  59. 59. Many Tools Are Free Time and personnel investment still required.
  60. 60. Not a cure-all; planning and integration is still important.
  61. 61. Can you afford to not be online?
  62. 62. DID YOU KNOW?
  63. 63. Credits Ladder of engagement: adapted from Beth Kanter Internet Statistics: Internet World Stats Facebook Statistics: Facebook Ads Blackbaud Index of National Fundraising Performance, April 2009 ForeSee Results - Nonprofit Website Survey, Spring 2009 Chronicle of Philanthropy, May 2009 DonorTrends, 2005 2006 donorCentrics Internet Giving Benchmarking Analysis Jakob Lodwick by Zach Klein (http://www.flickr.com/photos/zachklein/4263395/) Pedrosimoes7 - Exchanging life experience (http://www.flickr.com/photos/pedrosimoes7/3717536433/) Solitaire Miles - Torch and Jazz (http://www.flickr.com/photos/cunisdiabolis/476325171/) dave_mcmt - CCDHS Classroom, Miles City (http://www.flickr.com/photos/dave_mcmt/187432802/) AnyaLogic - coffee talk (http://www.flickr.com/photos/anyalogic/2315310261/) The first few steps by Wildxplorer (http://www.flickr.com/photos/krayker/3089031277/)
  64. 64. Your Turn

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