Technology + Social Media


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Technological considerations of communications channels, with an emphasis on social media

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Technology + Social Media

  1. 1. Multi-Channel Fundraising Tools……. If we consider the most commonly used channels, Direct Mail, Face-to-Face and Phone, the Internet is the vehicle enabling the most rapid technological innovation <ul><li>Mature Technology </li></ul><ul><li>Direct mail </li></ul><ul><li>Face-to-face </li></ul><ul><li>Phone </li></ul><ul><li>Rapidly Innovating </li></ul><ul><li>Internet </li></ul>Website Email Social Media Some Change Freq. Change
  2. 2. Internet Enabled Technologies……. Mission Fish Network for Good Acteva Democracy in Action Friends Asking Friends TeamRaiser GiftCatalogs Employee Portal DONOR FOCUSED ORGANIZATION/CAUSE FOCUSED ChipIn Donation Forms Campaign MicroSites Membership Forms Event Registration Twitter EXTERNAL PLATFORM or SERVICE INTERNAL PLATFORM or WEBSITE Sources: Blackbaud – The State of Online Fundraising; Facebook Causes Social Networking Space
  3. 3. Internet Enabled Technologies……. ORGANIZATION/CAUSE FOCUSED – Donation Widgets Chipin is best known as a widget that supporters can place on their own Web sites or Facebook profiles, with a donate button and a thermometer measuring progress toward the campaign goal. 2.5 % per transaction transaction fees via PayPal, which is affiliated with Network for Good, lets individuals and organizations create donation widgets. These widgets, or badges, can be created online and inserted into a Web site or integrated into social networking sites like MySpace. Processing by Network for Good with a fee of 4.75% for each donation provides a social networking site geared toward nonprofit causes, which includes both online giving and distributed fundraising tools. Processing by Network for Good with a fee of 4.75% for each donation - premium package for an additional $20 Facebook Causes is specifically geared to let supporters who use Facebook (a popular social networking site) fundraise from their own Facebook contacts. More information is available at “A Few Good Tools for Online Distributed Fundraising by Stella Hernandez, April 2009” on IDEALWARE.ORG Costs are 4.75% per donation, processed through Network for Good. COSTS
  4. 4. Social Networking / Web 2.0 and more?……. <ul><li>Mass Collaboration </li></ul><ul><li>Consumer/Audience -Generated content </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>Use the 4 Ps e.g. Personas, Participation, Publishing & PageRanks </li></ul><ul><li>Blogs </li></ul><ul><li>Social Newsroom </li></ul><ul><li>Forums </li></ul><ul><li>Micro-Blogging </li></ul><ul><li>Social Networks </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Podcasting </li></ul><ul><li>Online Video </li></ul><ul><li>Virtual Worlds </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Webinars </li></ul>Characteristics….. Tools…..
  5. 5. There are many Tools…….
  6. 6. Who is the Social Network Audience?……. The chart from Forrester Research breaks down a “wave” slowly moving from the 22 to 26 demographic and beginning to push in the Generation X and Baby Boomer generations (27 to 50) EARLY ADOPTERS LATE ADOPTERS LAGGARDS
  7. 7. How is it being used?…….
  8. 8. Where is the Audience Found?…….
  9. 9. And what about Twitter?……. Internet users who already use social network sites such as MySpace, Facebook or LinkedIn are likely to also use Twitter: 35%, compared to 6% of internet users who do not use such social network sites.
  10. 10. Some more about Twitter?……. <ul><li>comScore’s continuous surveys of internet users and real-time network data capture confirm findings that Twitter traffic exploded over the last year, going from about 2 million unique visitors per month in December 2008 to over 17 million in May 2009. </li></ul><ul><li>Harvard Business School researchers analyzed a random sample of 300,000 Twitter accounts and found that “the top 10% of prolific Twitter users accounted for over 90% of tweets.” </li></ul><ul><li>Sysomos analyzed 11.5 million Twitter accounts and found that most people post just once per day (and one in five have never posted). </li></ul>
  11. 11. Fundraising & following the trend……. <ul><li>Marketers who closely follow social media can find some enticing statistics and are excited about these technology platforms: </li></ul><ul><li>Facebook </li></ul><ul><li>More than 10,000 websites use Facebook Connect , a service that lets Facebook users log in to affiliated sites using their Facebook account and share information from those sites with their Facebook friends. About 30 million Facebook members access it through mobile devices. </li></ul><ul><li>Twitter </li></ul><ul><li>Twitter users spend 66% more dollars on the Internet than non-Twitter users, says market researcher ComScore. </li></ul><ul><li>LinkedIn </li></ul><ul><li>LinkedIn has more than 365,000 company profiles. More than 12 million small-business professionals are members of LinkedIn. </li></ul><ul><li>MySpace </li></ul><ul><li>More than 1 million small businesses and individuals promote their goods and services on MySpace. </li></ul>Smartphones power the trend  Smartphones are part of the toolset
  12. 12. Fundraising – The Tools and Tactics Listen Participate Community Building & Social Networking Generate Buzz Less Time More Time 5hr 10hr 15hr 20hr Share Content Decide which social technologies to use to support strategies © Beth Kanter
  13. 13. Fundraising – The Tools and Tactics Conversations are happening online in all kinds of places. It’s important to understand how to get in there, and how to listen where the conversations are happening <ul><li>Google Reader  is a tool that makes reading LOTS of blogs and other RSS feeds really easy. </li></ul><ul><li>Technorati . Get an account, then build a watchlist. Click the watchlist button and put in relevant search terms to find what you need to track. </li></ul><ul><li>Google Blog Search . Similar plan here. Go to the site http : //blogsearch . google .com , type in your search terms, and then note the left sidebar where you can subscribe. </li></ul><ul><li>Twitter . With Twitter’s new  Track  feature, you see another place where information can come to you simply. </li></ul><ul><li>Google Alerts  – This is another service for tracking information and it might give you something different. You might also try  Yahoo! Alerts  too, to be sure you’re catching everything. </li></ul>Example Tools BLOG SEARCHES RSS FEEDS SPECIALIZED SEARCH (usually for a fee) Where are people listening?
  14. 14. What Next Technology-wise……. <ul><li>Create a Social Media Listening post </li></ul><ul><li>Experiment with some of the free tools </li></ul><ul><li>There are lots of free sources of information </li></ul><ul><ul><li>NTEN.ORG </li></ul></ul><ul><ul><li>IDEALWARE.ORG </li></ul></ul><ul><ul><li>or just go online and search </li></ul></ul><ul><li>Select the tools to support your strategy </li></ul>
  15. 15. THANK YOU Simon Moloney Principal, Conifer Analytics A management consulting firm focusing on Revenue Growth Strategy for nonprofits email: Major Account Manager, NPower NPower is a network of locally based not for profit organizations that provide comprehensive, high-quality and affordable technology assistance email: