Minnesota Planned Giving Council


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Minnesota Planned Giving Council

  1. 1. Jesse Stremcha ePhilanthropy Coordinator Social Networking and Planned Giving MPGC Conference – finding the silver lining November 4, 2009
  2. 2. Outline <ul><li>Why it’s relevant? </li></ul><ul><li>What is social media? </li></ul><ul><li>Quick Overview with application </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Others (really quickly) </li></ul></ul><ul><li>Personal Branding (also really quickly) </li></ul><ul><li>What can you do starting tomorrow? </li></ul>
  3. 3. Why is it relevant? Planned Giving is getting younger…
  4. 4. Why is it relevant? … social media are getting older.
  5. 5. Why is it relevant? People are addicted to this stuff. People are increasingly donating and making philanthropic decisions (like everything else online)
  6. 6. Facebook Growth in early-2009 http://mashable.com/2009/07/07/facebook-users-older/ Facebook users age 55+ grew at over 500% to almost 6 million(!); 54.6% are women.
  7. 7. Age of Facebook Users 13% of Facebook users are over 45
  8. 8. Some Stats – Why it’s relevant <ul><li>Because 3 out of 4 American use Social Technology. -Forrester, The Growth of Socil Technology Adoption, 2008 </li></ul><ul><li>Visiting social sites is now the 4th most popular online activity – ahead of personal email. -Nielsen, Global Faces & Neworked Places, 2009 </li></ul><ul><li>Time spent on social networks is growing at 3x the overall internet rate, accounting for ~10% of all Internet time. -Nielsen, Global Faces & Neworked Places, 2009 </li></ul>
  9. 9. Social Media Revolution <ul><li>1 out of 8 couples married in the U.S. last year met via social media </li></ul><ul><li>It took radio 38 years to reach 50m users; it took FB less than 9 months to add 100m. </li></ul><ul><li>The fastest growing segment on Facebook is 55-65 year-old females </li></ul>
  10. 10. Social Media Revolution <ul><li>25% of search results for the World’s Top 20 largest brands are links to user-generated content </li></ul><ul><li>76% of consumers trust peer recommendations; only 14% trust advertisements </li></ul>
  11. 11. Shifting Landscape: Online Trends <ul><li>Online giving: </li></ul><ul><ul><li>Grew from $250 M in 2000 to $4.5 B in 2005 1 </li></ul></ul><ul><li>Online givers: </li></ul><ul><ul><li>Are younger (median age 38 yrs) 2 </li></ul></ul><ul><ul><li>More generous (avg. $79 online versus $52 offline) 3 </li></ul></ul><ul><ul><li>Are tech savvy and are already sharing their passions digitally </li></ul></ul><ul><li>Wealthy donors also becoming more wired </li></ul><ul><ul><li>51% prefer Internet giving; 46% intend to make greater percentage of donations online in next 5 years 4 </li></ul></ul>1 – ePhilanthropy Foundation 2 – Network for Good 3 – Blackbaud, 2008 4 – Covio – “The Wired Wealthy”
  12. 12. Recent research <ul><li>Searching for causes that match their values 1 </li></ul><ul><ul><li>More than 65% of donors research charities online. </li></ul></ul><ul><li>Demanding transparency and accountability 2 </li></ul><ul><ul><li>Want specifics on where money is spent and why –want to fund projects directly. </li></ul></ul><ul><ul><li>Want to stay informed and be in control of information. </li></ul></ul><ul><li>Seeking direct, active engagement 3 </li></ul><ul><li>Impatient – want convenience & immediacy 4 </li></ul>1 – Association of Fundraising Professionals 2 – Philanthropic Research Inc. 3 – USA Today 4 – Case Foundation
  13. 13. Why is it relevant? Some (many?) of your donors and prospects are online, using social media now; many more will be soon. What are you going to do about it?
  14. 14. What are Social Media? <ul><li>Wikipedia says: </li></ul><ul><li>Social media  are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using 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. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).… </li></ul>
  15. 15. Social Media/the Groundswell <ul><li>The groundswell is: A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations. </li></ul><ul><li>-definition from The Groundswell by Charlene Li and Josh Bernoff </li></ul>
  16. 16. The Big Idea <ul><li>Social media are re-shaping the world: how we get information and how we interact with each other. </li></ul>
  17. 17. The Big Idea in practice <ul><li>Users submit updates via a platform </li></ul><ul><ul><li>what they’re doing </li></ul></ul><ul><ul><li>links to articles or blog posts </li></ul></ul><ul><ul><li>Questions </li></ul></ul><ul><ul><li>Pictures </li></ul></ul><ul><ul><li>videos, etc. </li></ul></ul><ul><li>This information becomes ‘news’ to the user’s social network </li></ul><ul><li>The update can then be responded to (publicly or privately) by the recipient and shared easily with their social network </li></ul>
  18. 18. An example: Finding a Plumber <ul><li>1995: Look in the Yellow Pages under “Plumbing” or “Plumber” </li></ul><ul><li>2001: “Google” plumbers in St. Paul </li></ul>
  19. 19. An example: Finding a Plumber 2009:
  20. 20. An example: Finding a Plumber Can we leap from conversation about plumbers to lawyers and tax attorneys? Yes – I think – we can.
  21. 21. What are Social Media? <ul><li>Social media are online platforms allowing people build, maintain and leverage relationships in new ways. </li></ul><ul><li>Fundraising is about relationships: </li></ul><ul><li>Therefore, fundraisers need to be about social media. </li></ul>
  22. 22. Platform Overview and Application Ideas
  23. 23. Facebook
  24. 24. Facebook
  25. 25. Facebook <ul><li>Sharing your life </li></ul><ul><ul><li>pictures, links, events, videos, status updates, relationships, and everything else </li></ul></ul><ul><li>Over 250-300m users </li></ul><ul><ul><li>Facebook would be the 4 th largest country in the world between the U.S. and Indonesia </li></ul></ul><ul><li>Interacting with brands/companies/organizations </li></ul><ul><li>“ Walled garden” </li></ul><ul><li>For the friends you have </li></ul>
  26. 26. Facebook – Children’s
  27. 27. Facebook – Children’s <ul><li>‘ Fans’ supporting us, publicly providing testamonials </li></ul><ul><li>Interact w/ parents and patients </li></ul><ul><li>Stories are more human interest </li></ul><ul><li>Image Focused </li></ul>
  28. 28. Facebook – Children’s
  29. 29. Facebook for Planned Givers <ul><li>Organizationally </li></ul><ul><ul><li>advertise your services, your products and your stories </li></ul></ul><ul><ul><li>Stewardship – share stories of donors/gifts </li></ul></ul><ul><ul><li>Get donors to share their stories with their networks </li></ul></ul><ul><li>Individually </li></ul><ul><ul><li>Understand how the platform works </li></ul></ul><ul><ul><li>‘ Friend’ donors, cautiously </li></ul></ul><ul><ul><li>Watch for prospects on your org’s wall </li></ul></ul>
  30. 30. Twitter
  31. 31. Twitter
  32. 32. Twitter <ul><li>Sharing your ideas and thoughts </li></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Conversation on topic </li></ul></ul><ul><ul><li>Credit to and sharing with others </li></ul></ul><ul><li>18m active users in US </li></ul><ul><li>Updates limited to 140 characters or less </li></ul><ul><li>Open, discoverable </li></ul>
  33. 33. Twitter <ul><li>For the friends you don’t know yet </li></ul><ul><li>Demographics: </li></ul><ul><ul><li>53% female </li></ul></ul><ul><ul><li>Ages </li></ul></ul><ul><ul><ul><li>18-34 – 47% </li></ul></ul></ul><ul><ul><ul><li>35-49 – 31% </li></ul></ul></ul><ul><ul><ul><li>50+ – 21% </li></ul></ul></ul><ul><ul><li>Income: 24% $60-100k; 27% $100k+ </li></ul></ul>
  34. 34. Twitter – Children’s
  35. 35. Twitter – Children’s <ul><li>Discover conversation about Children’s happening – and respond </li></ul><ul><li>Share news – more frequent and immediate than FB </li></ul><ul><li>Interact with health care community </li></ul><ul><li>Get news out instantly – PR channel </li></ul>
  36. 36. Twitter for Planned Givers <ul><li>Organizationally </li></ul><ul><ul><li>advertise your services, your products and your stories </li></ul></ul><ul><ul><li>Push to your website </li></ul></ul><ul><ul><li>Stewardship – share stories of donors/gifts </li></ul></ul><ul><li>Individually </li></ul><ul><ul><li>Discovery – learn and connect before visit </li></ul></ul><ul><ul><li>Cultivation - learn, connect, understand in ways you wouldn’t otherwise </li></ul></ul><ul><ul><li>Stewardship – share stories of donors/gifts </li></ul></ul><ul><ul><li>Join philanthropy/planned giving discussion </li></ul></ul>
  37. 37. LinkedIn
  38. 38. LinkedIn <ul><li>Sharing your work </li></ul><ul><ul><li>Reads like an online resume </li></ul></ul><ul><ul><li>Stores and displays ‘connections’ (online Rolodex) </li></ul></ul><ul><ul><li>Share what you’re working on and reading </li></ul></ul><ul><ul><li>Join business/professional groups </li></ul></ul><ul><li>over 50m users </li></ul><ul><li>Average Age 41, Income, $110,000 and Male 64% </li></ul>
  39. 39. LinkedIn for Planned Givers <ul><li>Maintaining professional relationships </li></ul><ul><ul><li>Affiliated professionals: tax accountants, attorneys and financial planners </li></ul></ul><ul><ul><li>Colleagues </li></ul></ul><ul><ul><li>Future talent </li></ul></ul><ul><ul><li>Future Employers </li></ul></ul><ul><li>Connect with donors </li></ul>
  40. 40. MySpace <ul><li>Lost battle with Facebook for supremacy (and kind of in a tailspin since) </li></ul><ul><li>Ethnic </li></ul><ul><li>Music </li></ul>
  41. 41. Blogs <ul><li>Web log </li></ul><ul><li>Regular info in a longer form writing (more time) </li></ul><ul><li>Write about estate planning problems you’ve helped solve or legacies you’ve helped create </li></ul><ul><li>Establish yourself as a ‘thought-leader’ </li></ul>
  42. 42. YouTube <ul><li>Videos…over 100m of them. </li></ul><ul><ul><li>WIDE range of content </li></ul></ul><ul><ul><li>Professional quality not expected </li></ul></ul><ul><ul><li>Flip Cameras </li></ul></ul><ul><li>Get donors sharing their stories (and use them on your website) </li></ul><ul><li>Interview experts (or talk yourself) on the subject of planned giving </li></ul>
  43. 43. Del.icio.us (or delicious.com) <ul><li>Online Bookmarking </li></ul><ul><li>Store and share stories and articles on estate planning issues to share with donors </li></ul>
  44. 44. Personal Branding <ul><li>What do people find when the ‘google’ you? </li></ul><ul><li>This is an opportunity for you to make an impression (rather than letting others do it for you) </li></ul>
  45. 45. What you can do tomorrow <ul><li>Squat </li></ul><ul><li>Listen </li></ul><ul><li>Join the conversation </li></ul><ul><li>Push your organizations </li></ul><ul><li>Be a leader: distinguish yourself </li></ul><ul><li>Experiment and be prepared for the future </li></ul>
  46. 46. What you can do tomorrow <ul><li>“ Kids will take a chance. If they don’t know, they’ll have a go.” </li></ul><ul><li>--Sir Ken Robinson, TED 2006 </li></ul>
  47. 47. What you can do tomorrow <ul><li>“ Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” </li></ul><ul><li>--Lee Aase, Healthcamp Minnesota 2009 </li></ul>
  48. 48. Want More? Contact me. <ul><li>[email_address] </li></ul><ul><li>651-855-2826 </li></ul><ul><li>Twitter: @stremcha </li></ul><ul><li>LinkedIn: Jesse Stremcha </li></ul><ul><li>http://delicious.com/stremcha </li></ul>
  49. 49. …or, check-out this stuff. <ul><li>Mashable.com </li></ul><ul><ul><li>How To’s, tips, stats, lists and trends </li></ul></ul><ul><li>On YouTube </li></ul><ul><ul><li>Social Media Revolution </li></ul></ul><ul><ul><li>Common Craft Videos: Social media…, Social Networking…, Blogs… and Twitter in Plain English </li></ul></ul><ul><li>Books </li></ul><ul><ul><li>The Groundswell by Charlene Li and Josh Bernoff </li></ul></ul><ul><ul><li>Trust Agents by Chris Brogan and Julien Smith </li></ul></ul>
  50. 50. …and this stuff. <ul><li>Lee Aase’s Social Media University, Global (SMUG): http://social-media-university-global.org </li></ul><ul><li>Gary’s Social Media Count http://www.personalizemedia.com/garys-social-media-count/ </li></ul>