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CLA 2011: Connect with High Value Donors using Social Media

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CLA 2011: Connect with High Value Donors using Social Media

  1. 1. Social Media Strategies: Building High Value Donor Relationships
  2. 2. Carol Patterson Kris Hoots and Steve Thomas VP Marketing Partners CityTeam Oneicity Phone: 408.316.6892 Phone: 206.922.2411 Website: www.cityteam.org Website: www.oneicity.com email: cpatterson@cityteam.org Blog: www.oneicity.com/blog Facebook: www.facebook.com/oneicity email: hoots@oneicity.com st@oneicity.com
  3. 3. Underestimate the opportunity
  4. 4. *+ ,+ - . !" #!!" $!!" %!!" &!!" '!!" (!!" )!!" 1+ +/0! ./ 23 &" /4 0! 56 '" /78 0! 92 '" 1 MM
 :+ 52 0!' ;2 " >, <=0! =? '" *+ .+/ ,+ 0! - '" . 1+ +/0! ./ 23 '" /4 0! 56 (" /78 0! December ’04 5.5 MM
 92 (" :+ 52 0!( ;2 " >, <=0! =? (" *+ .+/ ,+ 0! - (" . 1+ +/0! ./ 23 (" /4 0! 56 )" /78 December ‘05 12 MM
 0! 92 )" :+ 52 0!) ;2 " December ’06 >, <=0! =? )" *+ .+/ ,+ 0! - )" . 1+ +/0! ./ 23 )" /4 0! 50 MM
 56 @" /78 0! 92 @" November ‘07 :+ 52 0!@ ;2 " >, <=0! =? @" *+ .+/ ,+ 0! - @" . 100 MM
 1+ +/0! ./ August ‘08 23 @" /4 0! !"#$%&'()'*+,%$((-'./%&/'012'#1331(2/4' 56 A" /78 0! 92 A" Source: http://www.Facebook.com/stats as of April 2011 :+ 52 0!A ;2 " 200 MM
 April ‘09 >, <=0! =? A" *+ .+/ ,+ 0! - A" . 1+ +/0! ./ 23 A" 400 MM
 /4 0# 56 !" /78 0# 92 !" February ‘10 :+ April ‘11 665 MM
 52 0#! ;2 " >, <=0# =? !" *+ .+/ ,+ 0# - !" . 1+ +/0# ./ 23 !" /4 0# 56 #" /78 0# #"
  5. 5. ~665 million accounts 70% outside the U.S. Half login every day Average 130 friends 200 million via mobile Source:
h*p://www.Facebook.com

  6. 6. Facebook now commands about half of Social Media Traffic Source:
Facebook
Success
Summit
10

  7. 7. ~156 million blogs Over half of blogs keep family & friends updated 42% become friends with someone met on blog 63% of bloggers become advocates for a cause Source:
intac.net
and
wikipedia

  8. 8. 2+ billion videos watched per month Each minute 24 hours of video uploaded 30 percent of videos account for 99 percent of views on the site More video uploaded to YouTube in 60 days than to all 3 MAJOR TV networks in 60 years. Source:
youtube.com,
techweek.org

  9. 9. ~200 million accounts 1 billion Tweets a week About ⅓ tweet about brand Top 3 states: MA, WA, OR Sources:
April
2010
Huffington
Post;
January
2011,
Hubspot,
March
2011,
Socialnomics

  10. 10. 100+ million accounts 61% of users are men 21% age 18-24; 36% age 25-34; 36% 35-54, 7% age 55+ Execs from all Fortune 500 companies About 20% are small biz Source:
LinkedIn.com,
LinkedIn
blog,
socialnomics

  11. 11. Of the world's 4 billion mobile phones, 25% are smart phones; 75% are SMS enabled By 2014, mobile internet should take over desktop internet usage Source:
microsoI.com

  12. 12. Not knowing the tools.
  13. 13. Testing 1…2…3…
  14. 14. Inadvertent posts
  15. 15. Application goofs
  16. 16. Accidental tweets Oops…
  17. 17. All about me h*p://www.gapingvoid.com/

  18. 18. Trying to control it.
  19. 19. h*p://www.gapingvoid.com/

  20. 20. h*p://sararogness.typepad.com/sara_rogness/2011/04/god‐hates‐verizon.html

  21. 21. 9 practical steps connecting for with high-value donors.
  22. 22. ©SPckfigure

 2011
All
rights
reserved.

  23. 23. 1 # It's called social media because it's
  24. 24. 1 # It's called social media because it's SOCIAL. 

  25. 25. 1 # SOCIAL

  26. 26. 1 # SOCIAL

  27. 27. SOCIAL

  28. 28. 1 #
  29. 29. 1 #
  30. 30. 1 #
  31. 31. 1 # SOCIAL

  32. 32. 1 # SOCIAL

  33. 33. 1 # SOCIAL

  34. 34. 2 # Decide: what's a High-Value
 donor.
  35. 35. 2 # Nothing but NET income... Baby!!!!
  36. 36. 2 # YET
  37. 37. 2 # relationships?
  38. 38. 2 # 2,000 in 1978
  39. 39. 2 # 2,000 in 1978 5,000 in 2008
  40. 40. 2 # 2,000 in 1978 5,000 in 2008 DAILY
  41. 41. 2 # Who do you listen to?
  42. 42. 2 #
  43. 43. 2 #
  44. 44. 2 #
  45. 45. 2 # High-Value Donor:
  46. 46. 2 # Money High-Value Donor:
  47. 47. 2 # High-Value Donor: Relationships Money
  48. 48. 2 # High-Value Donor: Relationships Money LOVE for you.
  49. 49. 3 # ROI is unavoidable.
  50. 50. 3 # ROI= Income/Expense ROI=(Income-Expense)/Expense
  51. 51. “What’s the ROI of your mother?” ~Gary Vee, April 2011

  52. 52. Source:
flowtown.com

  53. 53. Source:
flowtown.com

  54. 54. 3 # ROI= ain/Investment G
  55. 55. 3 # ROI is strategy-agnostic. Business rules apply. Like gravity, ROI is at work.
  56. 56. 3 # Key investment:
  57. 57. 3 # Key investment: time.
  58. 58. 3 # Decide what you're willing to invest.
  59. 59. 3 # Decide what you're willing to invest. and what you want to GAIN
  60. 60. 3 # Decide what you're willing to invest. and what you want to GAIN and measure it.
  61. 61. 3 # Decide what you're willing to invest. and what you want to GAIN and measure it.
  62. 62. 4 # Don't play the FB lottery.
  63. 63. 4 # "I have 5,000 friends!"
  64. 64. 4 # "I have 5,000 friends!" "We're playing Farmville."
  65. 65. 4 # "5,000 friends or 10 people who love you?"
  66. 66. 4 # "5,000 friends or 10 people who love you?" (or 11…)
  67. 67. 4 # Focus on few and win them.
  68. 68. 4 # Or focus on the RIGHT few and win them.
  69. 69. 4 # Or focus on the RIGHT few and win them.
  70. 70. 5 # Enter their lives.
  71. 71. 5 # "Be my friend."
  72. 72. 5 # "Be my friend." "I like you."
  73. 73. 5 # "Be my friend." "I like you." "We do great stuff."
  74. 74. 5 # "Be my friend." "I like you." "We do great stuff." "Give."
  75. 75. 5 # "Be my friend." "I like you." "We do great stuff." "Give." "Give."
  76. 76. 5 # "Be my friend." "I like you." "We do great stuff." "Give." "Give." "Give."
  77. 77. 5 # "Be my friend." "I like you." "We do great stuff." "Give." "Come see." "Give." "Give."
  78. 78. 5 # "Be my friend." "I like you." "We do great stuff." "Give." "Come see." "Give." "and give!" "Give."
  79. 79. 5 # "Be my friend." "I like you." "We do great stuff." "Give." "Come see." "Give." "and give!" "Give." "Matching grant!"
  80. 80. "Give." 5 "Be my friend." # "I like you." "We do great stuff." "Give." "Come see." "Give." "and give!" "Give." "Matching grant!"
  81. 81. 5 # Enter their lives.
  82. 82. 5 # Enter their lives.
  83. 83. 5 # Enter their lives. Really care.
  84. 84. 5 # Enter their lives. Really care. It's ministry.
  85. 85. 6 # Learn what you can…
  86. 86. 6 # Learn what you can… paying attention:
  87. 87. 6 # Learn what you can… paying attention:
  88. 88. 6 # Learn what you can…
  89. 89. 6 # Learn what you can…
  90. 90. 6 # Learn what you can… Listen a lot!
  91. 91. 6 # Learn what you can… Listen a lot!
  92. 92. 7 # Make a list.
  93. 93. 7 # Make a list. Names, interests, activities, dogs, cats, hobbies, vacations, kids, jobs…
  94. 94. 7 # Make a list. Don't become a stalker: "You must be rich!"
  95. 95. 7 # "Give." Make "Give." a list. "Give." Don't become a stalker: "You must be rich!"
  96. 96. 7 # Make Spreadsheet. Donor DB a list. Highrise (37signals) Gist Batchbook Google Apps Shoebox
  97. 97. 7 # Make Spreadsheet. Donor DB a list. Highrise (37signals) Gist Batchbook Capture more Google Apps than you'll ever Shoebox need.
  98. 98. 7 # Make Spreadsheet. Donor DB a list. Highrise (37signals) Gist Batchbook Capture more Google Apps than you'll ever Shoebox need.
  99. 99. 8 # Connect with Kevin Bacon. photo
credit:
h*p://www.flickr.com/photos/sagindie/

  100. 100. 8 # Connect with Kevin Bacon. Who do they know that you want to know?
  101. 101. 8 # Connect with Kevin Bacon. Who do they know that you want to know?
  102. 102. 9 # Work from a plan. Try. MEASURE Fail. MEASURE Try. MEASURE
  103. 103. Carol Patterson VP Marketing CityTeam
  104. 104. Make 
 Donor 
 the Connection Personal Choosing who you will be
  105. 105. Learn 
 about
 your
 Donor’s World
  106. 106. Deeper and longer relationships with Major Donors come from connections with you outside and inside your organization.
  107. 107. Learn when new things happen in their lives . . . •  celebrations like new baby, son's graduation, daughter's wedding, birthday, vacations, job change, moving, etc. •  tragedy in their lives (the loss of a loved one, divorce, disaster, loss of a job, etc. •  their passions, their charities of choice •  common interests outside the organization
  108. 108. Donor
 Research
  109. 109. 6 Degrees
 Separation 
 of Using Socialfor
 Media Major Donor
 Cultivation

  110. 110. Using the Tools •  Using Google, LinkedIn, Facebook, Twitter, etc. •  Using Google maps •  Researching their charities and ask amounts
  111. 111. 1st Annual Gala FB
Friends
 Terry
Garne*
 Rob
Theis
 Ben
Smith
 Kim
Miller

  112. 112. Making
 the Major Donor
 Ask 
 and Developing
 the
 Relationship
  113. 113. Questions?
  114. 114. Blogs We Read
 •  http://sethgodin.typepad.com/ •  http://mondaymorningmemo.com/ •  http://www.socialmediaexaminer.com/ •  http://mashable.com/ •  http://www.bethkanter.org/ •  http://www.chrisbrogan.com/ •  http://www.convinceandconvert.com/ •  http://www.boingboing.net/ •  http://blog.salvationarmyuse.org/ •  http://charitywater.org/blog •  http://www.toms.com/blog
  115. 115. Carol Patterson Kris Hoots and Steve Thomas VP Marketing Partners CityTeam Oneicity Phone: 408.316.6892 Phone: 206.922.2411 Website: www.cityteam.org Website: www.oneicity.com email: cpatterson@cityteam.org Blog: www.oneicity.com/blog Facebook: www.facebook.com/oneicity email: hoots@oneicity.com st@oneicity.com

Editor's Notes

  • Ask question about when people joined FB? When/if org joined FB?
  • US number one country on FB with +/- 150MM users.CA number one state – if own country, would be between Mexico and Italy in terms of size.
  • Source: Facebook.comAverage user has 130 friends on the siteAverage user sends 8 friend requests per monthAverage user spends an average 15 hours and 33 minutes on Facebook per monthAverage user visits the site 40 times per monthAverage user spends an 23 minutes (23:20 to be precise) on each visitAverage user is connected to 80 community pages, groups and eventsAverage user creates 90 pieces of content each month200 million people access Facebook via a mobile device each dayMore than 30 billion pieces of content are shared each dayUsers than access Facebook on mobile devices are twice as active on Facebook compared to non-mobile usersFacebook generates a staggering 770 billion page views per month
  • Source: intac.net and wikipedia
  • http://Youtube.com
  • The top 3 states with the most Twitter usage are  Massachusetts, Washington and OregonTwitter users are, in total, tweeting an average of 55 million tweets a day.Twitter&apos;s search engine receives around 600 million search queries per day.Of Twitter&apos;s active users, 37 percent use their phone to tweet.Over half of all tweets (60 percent) come from third party applications.April 14, 2010 Huffington Post
  • March 2011 hits 100 million
  • WAIT for the PRACTICAL.
  • $3 million cap campaign on 6 feet of kraft paper and 7 sharpies…
  • Dunbar&apos;s number is a theoretical cognitive limit to the number of people with whom one can maintain stable social relationships. Dunbar was a British anthropologist. These are relationships in which an individual knows who each person is, and how each person relates to every other person.[1]
  • this isn&apos;t a &quot;them&quot; it&apos;s a &quot;you&quot;
  • 1978 Yankelovich study: 2K and 5K131 billion spent on TV in 2010, that&apos;s twice what was spent on DB, 8 X what was spent on RADIO… all to gain your attention… NPOs no different.
  • 1978 Yankelovich study: 2K and 5K Selling messages daily131 billion spent on TV in 2010, that&apos;s twice what was spent on DB, 8 X what was spent on RADIO… all to gain your attention… NPOs no different.
  • “our mother has a strong ROI that’s hard to put on paper, and that’s what he’s saying about social media.”
  • For most of us, “our mother has a strong ROI that’s hard to put on paper, and that’s what he’s saying about social media.”
  • For most of us, “our mother has a strong ROI that’s hard to put on paper, and that’s what he’s saying about social media.”
  • Here&apos;s how the typical NPO FB interaction goes…
  • Hand shake thing….
  • Hand shake thing….
  • Hand shake thing….
  • Hand shake thing….
  • Making The Major Donor Ask &amp; Developing the Relationship

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