The Healthcare Marketer’s Guide
to Social Media Fundraising
Where are all the
donors these days?

?

Social Media Fundraising

2
ONLINE
Social Media Fundraising

3
Online giving grew
by 11% last year.

11%
Social Media Fundraising

Source: Blackbaud 2012 Charitable Giving Report

4
That’s great, but how did the
healthcare industry fare?

Social Media Fundraising

5
Even better news! Online giving for

healthcare nonprofits grew more than
14% in 2012.
5.9%

4.5%

6.8%

ARTS/CULTURE

EDUC...
Way to be ahead
of the game.
Better be throwing every last dollar
at pinning, posting, tweeting and app
developing, right?...
DON’T GO THERE. YET.

Social Media Fundraising

8
Remember, social media
is NOT one campaign.

Social Media Fundraising

9
It’s one piece of a continuous
conversation with your supporters.
Social Media Fundraising

10
SO START TALKING!

Social Media Fundraising

11
But before you do, mobilize.
By 2014, there'll be more users on
mobile devices than PCs.
Source: Morgan Stanley

Global Mo...
Is your website optimized?
Can users find the donate button without
zooming 100X?

Social Media Fundraising

13
Mobile is your social media hook.
®
78% of Facebook users are mobile.
Meet your donors whenever, wherever.
Source: Nonprofi...
And now for some
channel-specific advice…

Social Media Fundraising

15
Facebook : It’s one big, friendly cocktail
party. In 2012, nonprofits had an average
of 8,000 fans.
®

98
2.1
66

Percent o...
What a great place to create awareness
for your cause and get your supporters
to share stories with their networks.
Talk a...
81%
Twitter®: Where stories spread
like wildfire. Nonprofit Twitter®
communities grew by
81% in 2012.
Source: Nonprofit Socia...
#PatientVoice
#AffordableCareAct
#MHealth
#CancerSupport
Use Twitter® to share your news and
join industry discussions in ...
LinkedIn : The whitecollar water cooler.
Only 44% of nonprofits have a presence
®
on LinkedIn .
®

Source: Nonprofit Social ...
Time to start networking.
Build a company page, join
industry groups and update
your status with causerelated info.

Socia...
Speaking of supporters, have
you given them the tools to
evangelize?
Peer-to-peer fundraising lets them
engage their netwo...
Event fundraising, walkathons, cycling
challenges, etc. — continues to grow.
“Thon fundraising” programs rose by
$280,000 ...
6
Fundraisers who personalize their pages
and use online tools raise 6X more funds
than non-users. Make sure your supporte...
Measure it. How else will you
know what worked or flopped?
80%
70%
WHICH OF THE FOLLOWING
METRICS DO YOU USE TO
GAUGE THE S...
Metrics: also handy for sharing your
successes. Let your supporters know
how awesome you’re doing, using
social media of c...
At the end of the day, it’s about a
continuous dialogue with your
supporters. Mobile and social
media tools give you the
m...
Looking for more social media
fundraising ideas? Check out our ebook

blackbaud.com
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The Complete Guide to Social and Online Fundraising for Hospitals and Foundations

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Looking to learn more about How to Use Social Media to Raise Money for Your Healthcare Organization? Engaging in social media has never been more critical to expanding your donor base and boosting fundraising results. Check out these slides and be sure to download this free ebook to gain practical tips for social media fundraising for your healthcare nonprofit!

https://www.blackbaud.com/healthcare/resources/social-fundraising | Blackbaud

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The Complete Guide to Social and Online Fundraising for Hospitals and Foundations

  1. 1. The Healthcare Marketer’s Guide to Social Media Fundraising
  2. 2. Where are all the donors these days? ? Social Media Fundraising 2
  3. 3. ONLINE Social Media Fundraising 3
  4. 4. Online giving grew by 11% last year. 11% Social Media Fundraising Source: Blackbaud 2012 Charitable Giving Report 4
  5. 5. That’s great, but how did the healthcare industry fare? Social Media Fundraising 5
  6. 6. Even better news! Online giving for healthcare nonprofits grew more than 14% in 2012. 5.9% 4.5% 6.8% ARTS/CULTURE EDUCATION ENVIRONMENT/ ANIMAL WELFARE 14.2% HEALTHCARE 2012 6.1% 11.8% 5.3% HUMAN SERVICES INTERNATIONAL AFFAIRS PUBLIC/SOCIETY BENEFIT Source: Blackbaud 2012 Charitable Giving Report Social Media Fundraising 6
  7. 7. Way to be ahead of the game. Better be throwing every last dollar at pinning, posting, tweeting and app developing, right? Social Media Fundraising 7
  8. 8. DON’T GO THERE. YET. Social Media Fundraising 8
  9. 9. Remember, social media is NOT one campaign. Social Media Fundraising 9
  10. 10. It’s one piece of a continuous conversation with your supporters. Social Media Fundraising 10
  11. 11. SO START TALKING! Social Media Fundraising 11
  12. 12. But before you do, mobilize. By 2014, there'll be more users on mobile devices than PCs. Source: Morgan Stanley Global Mobile vs. Desktop Internet User Projection, 2007 - 2015E 2,000 Mobile Users vs Desktop Internet Users Within the Past 5 years. 1,600 1,200 800 Mobile Internet Users 400 Desktop Internet Users 0 2007E Social Media Fundraising 2008E 12 2009E 2010E 2011E 2012E 2013E 2014E 2015E
  13. 13. Is your website optimized? Can users find the donate button without zooming 100X? Social Media Fundraising 13
  14. 14. Mobile is your social media hook. ® 78% of Facebook users are mobile. Meet your donors whenever, wherever. Source: Nonprofit Social Networking Benchmark Report Social Media Fundraising 14
  15. 15. And now for some channel-specific advice… Social Media Fundraising 15
  16. 16. Facebook : It’s one big, friendly cocktail party. In 2012, nonprofits had an average of 8,000 fans. ® 98 2.1 66 Percent of respondents with a presence on Facebook® Average number of Facebook® Pages operated by respondents Percentage of respondents using Facebook® advertising for branding and awareness Source: Nonprofit Social Networking Benchmark Report Social Media Fundraising 16
  17. 17. What a great place to create awareness for your cause and get your supporters to share stories with their networks. Talk about ripples in a pond. Social Media Fundraising 17
  18. 18. 81% Twitter®: Where stories spread like wildfire. Nonprofit Twitter® communities grew by 81% in 2012. Source: Nonprofit Social Networking Benchmark Report Social Media Fundraising 18
  19. 19. #PatientVoice #AffordableCareAct #MHealth #CancerSupport Use Twitter® to share your news and join industry discussions in real time. #hcsm anyone? Social Media Fundraising 19
  20. 20. LinkedIn : The whitecollar water cooler. Only 44% of nonprofits have a presence ® on LinkedIn . ® Source: Nonprofit Social Networking Benchmark Report Social Media Fundraising 20
  21. 21. Time to start networking. Build a company page, join industry groups and update your status with causerelated info. Social Media Fundraising 21
  22. 22. Speaking of supporters, have you given them the tools to evangelize? Peer-to-peer fundraising lets them engage their networks. A bigger party! Social Media Fundraising 22
  23. 23. Event fundraising, walkathons, cycling challenges, etc. — continues to grow. “Thon fundraising” programs rose by $280,000 (2.4%) in 2012. Average Online Gift 2011 Median $68.10 $59.67 $47.63 $53.05 CYCLING EVENTS ENDURANCE RUNS/WALKS RUN/WALKS WITH A REGISTRATION FEE RUN/WALK WITHOUT A REGISTRATION FEE up 2.47% up 5.69% up 4.03% up 2.28% Source: Peer-to-Peer Event Fundraising Consumer Survey Social Media Fundraising 23
  24. 24. 6 Fundraisers who personalize their pages and use online tools raise 6X more funds than non-users. Make sure your supporters have the tools they need. Social Media Fundraising 24
  25. 25. Measure it. How else will you know what worked or flopped? 80% 70% WHICH OF THE FOLLOWING METRICS DO YOU USE TO GAUGE THE SUCCESS OF YOUR SOCIAL NETWORKING COMMUNITIES? 60% 50% 40% 30% 20% 10% 0% SITE VISITORS REACH CUSTOMER FEEDBACK REGISTERED MEMBERS CONVERSIONS Source: Nonprofit Social Networking Benchmark Report Social Media Fundraising 25 USER GENERATED CONTENT FUNDRAISING REVENUE
  26. 26. Metrics: also handy for sharing your successes. Let your supporters know how awesome you’re doing, using social media of course. Social Media Fundraising 26
  27. 27. At the end of the day, it’s about a continuous dialogue with your supporters. Mobile and social media tools give you the means to talk and listen! Social Media Fundraising The Healthcare Marketer’s Guide to Social Media Fundraising 27
  28. 28. Looking for more social media fundraising ideas? Check out our ebook blackbaud.com

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