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Social media marketing unplugged in calgary may 2011

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My slide deck from my May 7 2011 presentation at Social Media Marketing Unplugged in Calgary, AB.

I walked through the David Suzuki Foundation's online acquisition strategies.

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Social media marketing unplugged in calgary may 2011

  1. 1. Social Media Marketing in a charitable nonprofit
  2. 2. Eli on the internet <ul><li>Email: [email_address] </li></ul><ul><li>Blog: http://blog.vandergiessen.ca </li></ul><ul><li>LinkedIn: http://ca.linkedin.com/in/elijahv </li></ul><ul><li>Twitter: @elijah </li></ul>
  3. 8. ?
  4. 10. Do you work for a nonprofit? Do you volunteer with a nonprofit?
  5. 11. http://www.NetTuesday.ca
  6. 14. http://www.DavidSuzuki.org
  7. 18. Goals <ul><li>Support the Foundation ’ s advocacy work </li></ul><ul><li>Raise $$ to keep doing the work </li></ul><ul><li>Help people change individual behaviour </li></ul>
  8. 19. Build a big list
  9. 21. Old skool <ul><li>for a web team </li></ul>
  10. 24. Advocacy <ul><li>How do I build a large community to support this work? </li></ul>
  11. 33. How do you get that kind of activity? <ul><li>Luck? </li></ul>
  12. 41. Clicking “ Like ”
  13. 44. Getting back on track....
  14. 45. What did all this activity lead to? 7,000 new names and addresses
  15. 46. Source of new sign-ups
  16. 47. % new supporters New Old
  17. 48. Fundraising
  18. 49. Can you fundraise using Social Media Marketing?
  19. 50. No <ul><li>(mostly!) </li></ul>
  20. 54. Facebook Causes
  21. 55. Facebook Causes - top fundraising groups
  22. 56. Publicity stunt
  23. 57. They need leads
  24. 58. Sweet, delicious leads
  25. 63. # of leads response rate # of transactions Email 100,000 0.29% 285 Facebook 120,000 0.01% 14
  26. 64. People won ’ t donate via social media <ul><li>But those same people will give if I ask them via email or the phone or mail. </li></ul>
  27. 66. Things to remember
  28. 67. <ul><li>Let no opportunity to build your list pass you by - find a reason for your audience to share contact information with you (persistent and obnoxious!) </li></ul><ul><li>Track everything. Don ’ t be afraid of mountains of data. </li></ul><ul><li>Social Media isn ’ t a replacement for other marketing channels and techniques - it plays a support role </li></ul>
  29. 68. Questions?
  30. 69. How to reach me <ul><li>Email: [email_address] </li></ul><ul><li>Blog: http://blog.vandergiessen.ca </li></ul><ul><li>LinkedIn: http://ca.linkedin.com/in/elijahv </li></ul><ul><li>Twitter: @elijah </li></ul>

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