Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

CLA 2011: Connect with High Value Donors using Social Media

853 views

Published on

Kris Hoots, Steve Thomas and Carol Patterson presentation at 2011 Christian Leadership Alliance Conference in Dallas:

Published in: Business, Technology
  • Login to see the comments

  • Be the first to like this

CLA 2011: Connect with High Value Donors using Social Media

  1. 1. Social Media Strategies:<br />Building High Value<br />Donor Relationships<br />
  2. 2. Kris Hoots and Steve Thomas<br />Partners<br />Oneicity<br />Phone: 206.922.2411<br />Website: www.oneicity.com<br />Blog: www.oneicity.com/blog<br />Facebook: www.facebook.com/oneicity<br />email: hoots@oneicity.com<br />st@oneicity.com<br />Carol Patterson<br />VP Marketing<br />CityTeam<br />Phone: 408.316.6892<br />Website: www.cityteam.org<br />email: cpatterson@cityteam.org<br />
  3. 3. Pitfalls<br />
  4. 4. Pitfall #1<br />Underestimate the opportunity<br />
  5. 5. April ‘11 665 MM<br />February ‘10<br />400 MM<br />April ‘09<br />200 MM<br />August ‘08<br />100 MM<br />November ‘07<br />50 MM<br />December ’06<br />12 MM<br />December ‘05<br />5.5 MM<br />December ’04<br />1 MM<br />Source: http://www.Facebook.com/stats as of April 2011<br />
  6. 6.
  7. 7. Facebook<br />~665 million accounts<br />est. 2004<br />70% outside the U.S.<br />Half login every day<br />Average 130 friends<br />200 million via mobile<br />Source: http://www.Facebook.com<br />
  8. 8. Facebook now commands about half of Social Media Traffic<br />Source: Facebook Success Summit 10<br />
  9. 9. ~156 million blogs<br />Blogging<br />est. 1997<br />Over half of blogs keep family & friends updated<br />42% become friends with someone met on blog<br />63% of bloggers become advocates for a cause<br />Source: intac.net and wikipedia<br />
  10. 10. 2+ billion videos watched <br />YouTube<br />Each minute 24 hours of video uploaded <br />per month<br />est. 2005<br />30 percent of videos account for 99 percent of views on the site<br />YouTube<br />More video uploaded to<br />in 60 days<br />3 MAJOR TV networks<br />than to all<br />in60 years.<br />Source: youtube.com, techweek.org<br />
  11. 11. Twitter<br />~200 million accounts<br />est. 2006<br />1 billion Tweets a week<br />About ⅓ tweet about brand<br />Top 3 states: MA, WA, OR<br />Sources: April 2010 Huffington Post; January 2011, Hubspot, March 2011, Socialnomics<br />
  12. 12.
  13. 13. LinkedIn<br />100+ million accounts<br />est. 2003<br />61% of users are men<br />21% age 18-24; 36% age 25-34; 36% 35-54, 7% age 55+<br />Execs from all Fortune 500 companies<br />About 20% are small biz<br />Source: LinkedIn.com, LinkedIn blog, socialnomics<br />
  14. 14. Mobile<br />Of the world's 4 billion mobile phones, 25% are smart phones; 75% are SMS enabled <br />est. 2003<br />By 2014, mobile internet should take over desktop internet usage<br />Source: microsoft.com<br />
  15. 15. Pitfall #2<br />Not<br />knowing<br />the tools.<br />
  16. 16. Testing 1…2…3…<br />
  17. 17. Inadvertent posts<br />
  18. 18. Application goofs<br />
  19. 19. Accidental tweets<br />Oops…<br />
  20. 20. All about me<br />http://www.gapingvoid.com/<br />
  21. 21. Pitfall #3<br />Trying to control it.<br />
  22. 22. http://www.gapingvoid.com/<br />
  23. 23. http://sararogness.typepad.com/sara_rogness/2011/04/god-hates-verizon.html<br />
  24. 24.
  25. 25. practical<br />9<br />steps<br />for<br />connecting<br />with<br />high-value<br />donors.<br />
  26. 26.
  27. 27. ©Stickfigure<br />2011 All rights reserved.<br />
  28. 28. #<br />1<br />It's called<br />social media<br />because it's<br />
  29. 29. #<br />1<br />It's called<br />social media<br />because it's<br />SOCIAL.<br />
  30. 30. #<br />1<br />It's all about<br />Relationships™<br />SOCIAL<br />
  31. 31. #<br />1<br />It's all about<br />Relationships<br />SOCIAL<br />
  32. 32. SOCIAL<br />
  33. 33. #<br />1<br />Relationships:<br />different<br />depths<br />
  34. 34. #<br />1<br />Relationships:<br />different<br />contexts<br />
  35. 35. #<br />1<br />Relationships:<br />different<br />complexities<br />
  36. 36. Robin Dunbar:<br />150<br />
  37. 37. #<br />1<br />You won't change…<br />Be yourself.<br />SOCIAL<br />
  38. 38. #<br />1<br />Get better at what<br />you're good at.<br />SOCIAL<br />
  39. 39. #<br />1<br />It's social media.<br />SOCIAL<br />
  40. 40. #<br />2<br />Decide:<br />what's a <br />High-Value<br />donor.<br />
  41. 41. #<br />2<br />Nothing but NET<br />income...<br />Baby!!!!<br />
  42. 42. #<br />2<br />YET<br />
  43. 43. #<br />2<br />relationships?<br />
  44. 44. #<br />2<br />2,000 in 1978<br />
  45. 45. #<br />2<br />2,000 in 1978<br />5,000 in 2008<br />
  46. 46. #<br />2<br />2,000 in 1978<br />5,000 in 2008<br />DAILY<br />
  47. 47. #<br />2<br />Who do you listen to?<br />
  48. 48. #<br />2<br />
  49. 49. #<br />2<br />
  50. 50. #<br />2<br />
  51. 51. #<br />2<br />High-Value Donor:<br />
  52. 52. #<br />2<br />High-Value Donor:<br />Money<br />
  53. 53. #<br />2<br />High-Value Donor:<br />Money<br />Relationships<br />
  54. 54. #<br />2<br />High-Value Donor:<br />Money<br />Relationships<br />LOVE for you.<br />
  55. 55. #<br />3<br />ROI is unavoidable.<br />
  56. 56.
  57. 57. #<br />3<br />ROI=<br />Income/Expense<br />ROI=(Income-Expense)/Expense<br />
  58. 58. “What’s the ROI of your mother?”<br />~Gary Vee, April 2011<br />
  59. 59. Source: flowtown.com<br />
  60. 60. Source: flowtown.com<br />
  61. 61. #<br />3<br />ROI=<br />Gain/Investment<br />
  62. 62. #<br />3<br />ROI is<br />strategy-agnostic.<br />Business rules apply.<br />Like gravity, ROI is at work.<br />
  63. 63. #<br />3<br />Key investment:<br />
  64. 64. #<br />3<br />Key investment:<br />time.<br />
  65. 65. #<br />3<br />Decide what you're<br />willing to invest.<br />
  66. 66. #<br />3<br />Decide what you're<br />willing to invest.<br />and what you want to GAIN<br />
  67. 67. #<br />3<br />Decide what you're<br />willing to invest.<br />and what you want to GAIN<br />and measure it.<br />
  68. 68. #<br />3<br />Decide what you're<br />willing to invest.<br />and what you want to GAIN<br />and measure it.<br />
  69. 69. #<br />4<br />Don't play <br />the FB lottery.<br />
  70. 70. #<br />4<br />"I have 5,000 friends!"<br />
  71. 71. #<br />4<br />"I have 5,000 friends!"<br />"We're playing Farmville."<br />
  72. 72. #<br />4<br />"5,000 friends or 10 people who love you?"<br />
  73. 73. #<br />4<br />"5,000 friends or 10 people who love you?"<br />(or 11…)<br />
  74. 74. #<br />4<br />Focus on few and win them.<br />
  75. 75. #<br />4<br />Or focus on the RIGHT few and win them.<br />
  76. 76. #<br />4<br />Or focus on the RIGHT few and win them.<br />
  77. 77. #<br />5<br />Enter<br />their lives.<br />
  78. 78. #<br />5<br />"Be my friend."<br />
  79. 79. #<br />5<br />"Be my friend."<br />"I like you."<br />
  80. 80. #<br />5<br />"Be my friend."<br />"I like you."<br />"We do great stuff."<br />
  81. 81. #<br />5<br />"Be my friend."<br />"I like you."<br />"We do great stuff."<br />"Give."<br />
  82. 82. #<br />5<br />"Be my friend."<br />"I like you."<br />"We do great stuff."<br />"Give."<br />"Give."<br />
  83. 83. #<br />5<br />"Be my friend."<br />"I like you."<br />"We do great stuff."<br />"Give."<br />"Give."<br />"Give."<br />
  84. 84. #<br />5<br />"Be my friend."<br />"I like you."<br />"We do great stuff."<br />"Give."<br />"Come see."<br />"Give."<br />"Give."<br />
  85. 85. #<br />5<br />"Be my friend."<br />"I like you."<br />"We do great stuff."<br />"Give."<br />"Come see."<br />"Give."<br />"and give!"<br />"Give."<br />
  86. 86. #<br />5<br />"Be my friend."<br />"I like you."<br />"We do great stuff."<br />"Give."<br />"Come see."<br />"Give."<br />"and give!"<br />"Give."<br />"Matching grant!"<br />
  87. 87. "Give."<br />#<br />5<br />"Be my friend."<br />"I like you."<br />"We do great stuff."<br />"Give."<br />"Come see."<br />"Give."<br />"and give!"<br />"Give."<br />"Matching grant!"<br />
  88. 88. #<br />5<br />Enter<br />their lives.<br />
  89. 89. #<br />5<br />Enter<br />their lives.<br />
  90. 90. #<br />5<br />Enter<br />their lives.<br />Really care.<br />
  91. 91. #<br />5<br />Enter<br />their lives.<br />Really care. It's ministry.<br />
  92. 92. #<br />6<br />Learn<br />what you can…<br />
  93. 93. #<br />6<br />Learn<br />what you can…<br />paying attention:<br />
  94. 94. #<br />6<br />Learn<br />what you can…<br />paying attention:<br />
  95. 95. #<br />6<br />Learn<br />what you can…<br />
  96. 96. #<br />6<br />Learn<br />what you can…<br />
  97. 97. #<br />6<br />Learn<br />what you can…<br />Listen a lot!<br />
  98. 98. #<br />6<br />Learn<br />what you can…<br />Listen a lot!<br />
  99. 99. #<br />7<br />Make<br />a list.<br />
  100. 100. #<br />7<br />Make<br />a list.<br />Names, interests, activities, dogs, cats, hobbies, vacations, kids, jobs…<br />
  101. 101. #<br />7<br />Make<br />a list.<br />Don't become a stalker:<br />"You must be rich!"<br />
  102. 102. #<br />7<br />Make<br />"Give."<br />"Give."<br />a list.<br />"Give."<br />Don't become a stalker:<br />"You must be rich!"<br />
  103. 103. #<br />7<br />Make<br />a list.<br />Spreadsheet.<br />Donor DB<br />Highrise (37signals)<br />Gist<br />Batchbook<br />Google Apps<br />Shoebox<br />
  104. 104. #<br />7<br />Make<br />a list.<br />Spreadsheet.<br />Donor DB<br />Highrise (37signals)<br />Gist<br />Batchbook<br />Google Apps<br />Shoebox<br />Capture more than you'll ever need.<br />
  105. 105. #<br />7<br />Make<br />a list.<br />Spreadsheet.<br />Donor DB<br />Highrise (37signals)<br />Gist<br />Batchbook<br />Google Apps<br />Shoebox<br />Capture more than you'll ever need.<br />
  106. 106. #<br />8<br />Connect<br />with Kevin Bacon.<br />photo credit: http://www.flickr.com/photos/sagindie/<br />
  107. 107. #<br />8<br />Connect<br />with Kevin Bacon.<br />Who do they know that <br />you want to know?<br />
  108. 108. #<br />8<br />Connect<br />with Kevin Bacon.<br />Who do they know that <br />you want to know?<br />
  109. 109. #<br />9<br />Work<br />from a plan.<br />Try. MEASURE<br />Fail. MEASURE<br />Try. MEASURE<br />
  110. 110. Carol Patterson<br />VP Marketing<br />CityTeam<br />
  111. 111. Make <br />the Donor <br />Connection<br />Personal<br />Choosing who you will be<br />
  112. 112. Learn <br />about<br />your<br />Donor’s<br />World<br />
  113. 113. Deeper and longer relationships with <br />Major Donors come from <br />connections with you outside and inside your organization.<br />
  114. 114. Learn when new things happen in their lives . . .<br /><ul><li>celebrations like new baby, son's graduation, daughter's wedding, birthday, vacations, job change, moving, etc.
  115. 115. tragedy in their lives (the loss of a loved one, divorce, disaster, loss of a job, etc.
  116. 116. their passions, their charities of choice
  117. 117. common interests outside the organization</li></li></ul><li>Donor<br />Research<br />
  118. 118. 6<br />Degrees<br />of Separation <br />Using<br />Social Media<br />for<br />Major Donor<br />Cultivation<br />
  119. 119. Using the Tools<br /><ul><li>Using Google, LinkedIn, Facebook, Twitter, etc.
  120. 120. Using Google maps
  121. 121. Researching their charities and ask amounts</li></li></ul><li>FB Friends<br />1st Annual Gala<br />Terry Garnett<br />Rob Theis<br />Ben Smith<br />Kim Miller<br />
  122. 122. Making<br />the Major Donor<br />Ask<br />and<br />Developing<br />the<br />Relationship<br />
  123. 123. Questions?<br />
  124. 124. http://sethgodin.typepad.com/<br />http://mondaymorningmemo.com/<br />http://www.socialmediaexaminer.com/<br />http://mashable.com/<br />http://www.bethkanter.org/<br />http://www.chrisbrogan.com/<br />http://www.convinceandconvert.com/<br />http://www.boingboing.net/<br />http://blog.salvationarmyuse.org/<br />http://charitywater.org/blog<br />http://www.toms.com/blog<br />Blogs We Read<br />
  125. 125. Kris Hoots and Steve Thomas<br />Partners<br />Oneicity<br />Phone: 206.922.2411<br />Website: www.oneicity.com<br />Blog: www.oneicity.com/blog<br />Facebook: www.facebook.com/oneicity<br />email: hoots@oneicity.com<br />st@oneicity.com<br />Carol Patterson<br />VP Marketing<br />CityTeam<br />Phone: 408.316.6892<br />Website: www.cityteam.org<br />email: cpatterson@cityteam.org<br />

×