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Social Media Innovation in Friends Asking Friends


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Let’s face it. Fundraising is a lot easier when you have a little help from your friends. This session will reveal the latest tools and technology we’ve built into Friends Asking Friends to make it simpler and more effective than ever for your participants and supporters to raise money for your cause. We’ll also take a look at new research and statistics surrounding the impact of social media tools on peer-to-peer fundraising. You’ll leave this session with fresh ideas and actionable items to help your participants start raising more money on your behalf today.

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Social Media Innovation in Friends Asking Friends

  1. 1. t<br />Social Giving with Blackbaud Friends Asking Friends<br />Amy Braiterman<br />
  2. 2. LET’S BE SOCIALI’m @abraiterman on Twitter <br />
  3. 3. WALK<br />RIDE<br />RUN<br />
  4. 4. organizations utilizing P2P fundraising <br />
  5. 5. Why I took action?<br />To benefit community<br />35%<br />A friend/family asked me<br />#2<br />39%<br />Physical challenge<br />37%<br />Connection to cause<br />#1<br />69%<br />Wanted to be company team<br />32%<br />Organization asked me<br />22%<br />
  6. 6. Friends Asking Friends® Components<br />“Friends Asking Friends helped make the event extremely successful and brought Dana Farber Cancer Institute a great ROI. <br />By making the event virtual and available through our website, 87% of our donations were online gifts.” <br />~Laurie Maczko, Director of Application ServicesDana Farber Cancer Institute<br />
  7. 7. Online Participant Results<br />
  8. 8. Blackbaud Friends Asking Friends<br />More than $1.3 billion raised<br />37,000 events and counting<br />17M participants & 31M donors<br />Average participant sends 28 emails<br />1 in 4 FAF emails convert<br />FAF emails have a 90 percent greater open rate<br />Average online gift size: $60<br />American Heart Association, Alzheimer’s Association, Arthritis Foundation, Autism Speaks, Big Brothers Big Sisters, Best Buddies International, Dana Farber Cancer Institute, March of Dimes and National Down Syndrome Society<br />
  9. 9. Online tools Empower event participants to become successful online fundraisers.<br />ExtendsREACHwith built in social media and mobile tools. Open platforms allows partners and organizations to develop new technologies that easily extend and integrate with Blackbaud Friends Asking Friends<br />Manage participants more efficiently. Reporting capabilities provide the ability to oversee online and offline activities to understand participant behavior and create fundraising plans based on the level of engagement. <br />What is Blackbaud Friends Asking Friends?<br />
  10. 10. Empower participants to become successful fundraisers<br />Blackbaud Friends Asking Friends<br />
  11. 11. Signing Up for an event <br />This is an opportunity to learn about your participants<br />Understand participants mission connection, interests, social media, fundraising goals <br />Segment participants into groups depending on level of engagement and goals. Create communication plan accordingly<br />CAUTION: You’ll be tempted to ask lots of questions, but be courteous participants and don’t make the form too long<br />
  12. 12. Blackbaud Friends Asking friends: My HQ<br />
  13. 13. Why are personal pages effective?<br /><ul><li>Donor reads a personal appeal from a friend
  14. 14. The donor wants to support his/her friend
  15. 15. The donor wants to help friend reach his/her goal
  16. 16. Donor wants to be recognized for his/her gift
  17. 17. The website offers an easy way to give with a credit card</li></li></ul><li>Personal Page Results<br />
  18. 18. Did you participate on a team?<br />52%<br />64%<br />73%<br />81%<br />
  19. 19. Team Fundraising Success<br />Individuals / Non- Members<br />Team Captains & Members<br />
  20. 20. Team Captain Goals<br />
  21. 21. What’s your fundraising goal?<br /><$100<br />14%<br />$100 - $199<br />19%<br />$200 - $299<br />15%<br />$500 - $749<br />13%<br />
  22. 22. Friends asking friends: Team Web Pages<br />Peer-to-Peer fundraising is a team sport!<br />Make the experience more meaningful by participating with family, friends and co-workers<br />Team Pages Provide Features for:<br /><ul><li> Personal Appeals
  23. 23. Goal Attainment
  24. 24. Recognition</li></li></ul><li>Online Tips and Tools<br />
  25. 25. Online Fundraising Challenges<br />Add competitive components to your event- everyone loves a challenge<br />Create a special online challenge to support organization initiative<br /><ul><li>Team captain challenges
  26. 26. Get X team by X date to be entered into raffle
  27. 27. X team members to raise $X to be entered into raffle
  28. 28. Congratulate winners!</li></ul>You can always add an online promotion to encourage fundraising or to support participant activity<br />
  29. 29. Best Practices: Empowering Participants<br />Registration form can be used to learn about participants interest and mission connection.<br />Provide steps to setting up personal page in collateral materials.<br />Emails, team captain kits, walker manuals<br />Share why setting up personal page is important.<br />Chance to share your story<br />Honor and remember loved ones<br />Make follow up calls to participants and be sure to remind them personalize their webpage<br />Connect online and offline efforts. Offline efforts increase online activity!<br />
  30. 30. Expand your reach with Email, social media, and mobile tools<br />Blackbaud Friends Asking Friends<br />
  31. 31. Personal E-mail Solicitation - Why it works?<br />They are asked by a friend<br />Message from a friend means high response rates<br />E-mail is easiest and least intimidating way to ask.<br />Quick link directing friends to personal page<br />
  32. 32. How many participants send emails?<br />
  33. 33. The average participant sends about 28 emails<br />About 1 in 4 emails (25%) result in a donation<br />The average online gift is about $60<br />Each email sent by participants is worth about $15<br />80% of online donors are new to the organization<br />The bottom Line<br />
  34. 34. Social media is continuous, growing and has changed the way we interact <br />700 billion: number of minutes spent on Facebook per month. Up from 150 billion in 2008 and 500 billion in 2009. <br />24 hours: amount of video uploaded to YouTube every minute. 2 billion: number of YouTube videos viewed per day.<br />95 million: average number of tweets sent per day. In early 2009, around 2.5 million tweets were sent per day. By the end of 2009, 35 million tweets were sent per day, up 1,400%<br />More than 50%of the world’s population is under 30 and have never experienced life without the Internet.<br />It’s a social world<br />
  35. 35. Friends Asking Friends – Social Media Toolkit<br />Allows event participants to reach more people and share compelling messages<br />Average Facebook user has 130 friends<br />Average Twitter account has 70 followers<br />YouTube allows participants to visually tell their story<br />
  36. 36. Used by Most Successful Fundraisers<br />Social Media Users Set the Highest Goals<br />Social Media Users Come Closer to Reaching their Goals<br />Social Media Users Are Your Top Supporters<br />
  37. 37. Comparison of Average Participant Fundraising Goals and Online Donations<br />
  38. 38. Average Gift Mobile Web: $56<br />40% of mobile subscribers owners go online on their mobile phones, about million Americans.*<br />E-mail is most popular in US- representing more than 41% of mobile Internet time. That’s up from 37% last year. **<br />Social media use makes people consume email more, not less, particularly for the highest social media users.**<br />Blackbaud Mobile READY FAF<br />* 2010 May Pew Internet Phone Survey<br />** Neilson Study<br />
  39. 39. Best Practices: Extending Reach<br />Include information about tools in all participant communications<br />Emails, team captain kits, walker manuals<br />Provide social media information on website and give examples of how tools are used<br />Share social media and mobile success stories in emails, newsletters and on social media platforms<br />Include message about mobile and social when making follow up phone calls<br />Highlight tools during team and event kickoffs, fundraising clinics and personal one on one meetings<br />Online success requires an integrated strategy. Always including information about online tools in all your offline efforts.<br />
  40. 40. Manage events more efficiently <br />Blackbaud Friends Asking Friends<br />
  41. 41. Understanding Your Data<br />Helps with creation of fundraising goals. Last year’s achievements become next year’s successes<br />Be better stewards of their participants by tracking:<br />Fundraising activity, interests, goals <br />Number of emails sent, open rate and conversion rate<br />Create and implement personalized retention and cultivation strategies for event participants<br />Year round fundraising plans<br />Move participants up the pyramid<br />Engage with participants at organization events<br />
  42. 42. Understand participant behavior<br />Create fundraising plans based on the level of engagement<br />Implement year round retention and cultivation strategies for event participants<br />Reporting provides staff ability to<br />
  43. 43. Dynamics reports<br />
  44. 44. Track your progress: Mid-season Core Metrics<br />Core Metrics<br /><ul><li>A set of data that measures the success and projected success of your event
  45. 45. Snapshot of event’s performance
  46. 46. Measure against your goals/plan for the season and against last year</li></ul>Actionable metrics<br /><ul><li>The metrics you have the ability to influence via your marketing tactics
  47. 47. Participant Behavior can be influenced mid season</li></li></ul><li>What metrics should I track?<br />Participant Behavior<br /><ul><li>Team size and fundraising performance
  48. 48. Number of emails sent
  49. 49. Adoption of social media tools
  50. 50. Fundraising goal</li></ul>Segments<br /><ul><li>Core segments as defined entering into season
  51. 51. Upon analysis, any segments that pop up different than initial list</li></ul>Overall Event Gauge<br /><ul><li>Donation $ raised
  52. 52. Number of donations received
  53. 53. Number of participants
  54. 54. Source performance
  55. 55. Site traffic
  56. 56. Number of Teams</li></ul>Detailed Participant Metrics<br /><ul><li>Average donation amount
  57. 57. Donation $ / participant
  58. 58. Donation # / participant
  59. 59. Emails sent / participant</li></li></ul><li>Managing Event: Google Analytics<br />What is Google Analytics?<br />It provides insights on web site traffic by generating detailed statistics about visitors to your website.<br />What can I learn about my website?<br />Google Analytics can track visitors from referring sites including: search engines, display advertising, pay per click networks, email marketing<br />Page performance (bounce rates)<br />Time one site, time on pages<br />Geographic information, service providers<br />How do connect my event with Google Analytics?<br />Website Checklist Front Page Customization<br />Enter Google Analytics Code <br />
  60. 60. Best Practices: Managing Participants<br />Understanding data helps with the creation of fundraising plan and goals. <br />Analyzing event results allows you to build on the previous year’s achievements <br />Track your progress mid season: How is the event performing? Is it on target, above or below<br />Participant behavior can be influenced mid season <br />Pull the data you need. Take the time to create and save reports<br />Friends<br />Asking<br />Friends<br />Blackbaud<br />
  61. 61. Want to learn more? Be sure to check out…<br />Blackbaud Blogs<br /><br /><br />