NetWits Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s Impact


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It’s common knowledge that nobody is raising money through Twitter or Facebook, right? Wrong. Several organizations have successfully increased their event revenues by giving tools their participants to reach out to donors via social media. This session will review statistics and summary recommendations from a research project jointly developed by Blackbaud and Charity Dynamics to understand how social networking tools from Facebook, Twitter and YouTube can extend Friends Asking Friends and raise more money for your fundraising events.

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NetWits Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s Impact

  1. 1. NetWits Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s Impact<br />December 18, 2009<br />Mark Davis<br />
  2. 2. Session Speakers and Agenda<br />Speakers<br />Mark Davis, Director of Technical Solutions, Blackbaud<br />Agenda<br />Introductions <br />Summary of Research Findings<br />Blackbaud Internet Solutions Overview<br />Special Thanks<br />Jodie Kolkowski, National Consultant, American Heart Association<br />Donna Wilkins, President, Charity Dynamics<br />
  3. 3. Email as the Historic Driver of Online Growth<br /><ul><li>Online fundraising represents about 30% of the overall event fundraising
  4. 4. Compared to 5% for the overall giving (Source: Giving USA 2008)</li></li></ul><li>People Spend More Time on Social Networking Sites than Email<br />Source: Nielsen/NetRatings Report March 2009<br />
  5. 5. Why Bother with Facebook?<br />Sources:1. Statistics2. Nielsen/NetRatings Report March 20093. Washington Post, April 22, 2009<br />
  6. 6. The Promise of Social Media<br />Facebook<br />Twitter<br />Source: Google Trends<br />
  7. 7. Research Project Outline<br />Charity Dynamics / Blackbaud Partnership<br />750+ Events in 2009 and 66,000 event participants<br />Project Objective<br />To investigate the impact that social networking sites like Facebook, Youtube and Twitter have on fundraising efforts enabled by Sphere® Events™. <br />Research Methodology<br />Staff Interviews<br />Data Analysis<br />Participant Surveys<br />Website Canvassing<br />
  8. 8. Summary of Research Findings<br />
  9. 9. Organic activities<br />Today’s Integrated Tools<br />Blogging<br />Updating Facebook status<br />Adding a link or photo to Facebook or Twitter<br />Creating a video file<br />Creating a YouTube<br />Tweeting<br />YouTube embedded in Friends asking Friends<br />Twitter embedded in Friends asking Friends<br />FeedRaiser<br />Boundless Fundraising FAF Facebook application<br />Personalized video<br />
  10. 10. Social Networking / Friends Asking Friends<br />Friends Asking Friends <br />Participants<br />Social <br />Networking<br /><ul><li>Update activities
  11. 11. Speak up for causes
  12. 12. Express opinions
  13. 13. Influence others
  14. 14. Active
  15. 15. Community leaders
  16. 16. Proud of your organization
  17. 17. Emotional stories
  18. 18. Reach friends & family</li></li></ul><li>Research Questions<br />Are Facebook and Twitter effective solicitation tools for participants?<br />Does using a YouTube video impact a participant’s fundraising success?<br />How does email fundraising compare with Social-Media fundraising? <br />Who is using these tools?<br />What are the best techniques to make sure they are adopted?<br />
  19. 19. Email v Tweet v Feed v BF<br />
  20. 20. Social Media Impact on Returning Participants<br />
  21. 21. Boundless Fundraising Results<br />
  22. 22. New Developments – YouTube and Personalized Video<br />
  23. 23. Profile of Participants Using Social Media<br />Slackers<br />Will make a couple of clicks to use easy social media<br />Will not send email, upload a picture<br />Go from $0 to low dollar fundraiser<br />The “Coolness Factor”<br />Top Fundraisers<br />Use all tools available<br />Email<br />HQ Updates<br />Video<br />Social Media<br />Blogging<br />Offline<br />
  24. 24. Used by Most Successful Fundraisers<br />
  25. 25. Participants are Becoming Multi-channel Fundraisers<br /><ul><li>Update their picture
  26. 26. Create YouTube video
  27. 27. Email
  28. 28. Facebook
  29. 29. Tweet
  30. 30. Offline</li></li></ul><li>Profile of Donors Giving through Email<br />Email Prospects<br />Social Networking Prospects<br />Immediate family<br />Close friends<br />Co-workers<br />Immediate family<br />Extended family<br />Close friends<br />Friends of friends<br />College and high school classmates<br />Co-workers<br />Past co-workers<br />Business networking contacts<br />
  31. 31. Comparing Email and Social Media<br />Lower Conversion Rates Offset by Higher Impressions<br />Note: Assumes 500 Participants Using Solicitation Tools<br />
  32. 32. Average Gift Expectations<br />
  33. 33. Marketing Best Practices – Make Your Participants Aware<br /><ul><li>Highlight in recruiting
  34. 34. Promote use in HQ
  35. 35. Promote in participant engagement emails
  36. 36. Urge team captains to promote to their teams
  37. 37. Reminder in phone calls</li></li></ul><li>How Participants Find These Tools<br />
  38. 38. Example: Alzheimer&apos;s Memory Walk <br />Provide Social Media Tool-kit<br />Tip Sheets, Facebook Join Links, Badges<br />
  39. 39. To-Do List<br /><ul><li>Assess which social media tools are of most interest to your participants
  40. 40. Enable FeedRaiser for Friends Asking Friends
  41. 41. Enable YouTube for Friends Asking Friends
  42. 42. Enable Twitter for Friends Asking Friends
  43. 43. Consider additional investment in Personalized Video or Boundless Fundraising Friends Asking Friends application</li></li></ul><li>Blackbaud Internet Solutions Overview<br />
  44. 44. Blackbaud Sphere® Events™ – Social Media Toolkit<br />Released in June 2009<br />Included as Part of Blackbaud Sphere Events<br />Easy to Activate for Any Event<br />
  45. 45. Facebook - Boundless Fundraising™<br />Automated Friend & Participant Notifications<br />Customizable Fundraising Badge<br />One-click Friend Inviter<br />Simple Participant Download Options<br />
  46. 46. Fundraising Badge Gallery<br />
  47. 47. Key Take-Aways<br /><ul><li>Social Media Tools Provide Greater Reach with Lower Conversions
  48. 48. New Channels Bringing in New Donors
  49. 49. Participants are Becoming More Demanding Fundraisers
  50. 50. “[Arthritis Foundation] was able to boost its overall fundraising results for this year’s event by 22 percent and its participation by 15 percent by leveraging social media tools integrated with Friends Asking Friends technology.”- Blackbaud Press Release, December 16, 2009</li></li></ul><li>Questions and Answers<br />Thanks!<br />