Facebook For Non Profits A discussion on using Facebook to gain awareness, engagement and supporters using a recurring gif...
Introduction  <ul><li>The Soi Dog Foundation  </li></ul><ul><li>Phuket, Thailand </li></ul><ul><li>Soi Dog helps the homel...
Case Study Overview <ul><li>Promoting recurring giving and cultivating supporters for Soi Dog’s animal sponsorship program...
Results… <ul><li>350% increase in recurring donors over a 9 month period. </li></ul><ul><ul><li>Largely attributable to Fa...
Results… <ul><li>Facebook Sourced Sponsorship (Recurring Gifts) </li></ul><ul><li>Content  AND  Advertising  Driven </li><...
Results… <ul><li>Additional Benefits… </li></ul><ul><ul><li>Increased engagement with relevant audience. </li></ul></ul><u...
Results… <ul><li>The elusive “Holy Grail” of small non profits…  engagement. </li></ul><ul><ul><li>“ opting in” of interes...
Results… <ul><li>Awareness in non English speaking communities. </li></ul>
Facebook & Your Organization <ul><li>Facebook: Love It? Hate It? Does not matter! </li></ul><ul><li>Do you understand it’s...
People & Activity on Facebook <ul><li>More than 500 million active users </li></ul><ul><li>People spend over 700 billion m...
Facebook Users &  Pages
A User Profile On Facebook <ul><li>A “person” on Facebook </li></ul><ul><li>A user’s News Feed contains “opt in” content. ...
Your Organizations “Fan” Page <ul><li>Page Profile – is  your   organizations  presence on Facebook </li></ul><ul><li>Simi...
Your Organizations “Fan” Page <ul><li>The Page  Wall  – Focal Point </li></ul><ul><ul><li>Where a lot of the  action happe...
Page Behavior <ul><li>Behaves much like a Facebook user. If a page  administrator  posts to the page then the post will ap...
Facebook “Fan” Page <ul><li>Photo Galleries  – Content & dialogue is king </li></ul><ul><ul><li>Informational -  effective...
Photo Galleries As Communication Conduits Tip: Photo galleries are “object rich” hence very effective at propagating conte...
 
Page Applications
Facebook “Fan” Page <ul><li>Applications </li></ul><ul><li>Facebook & 3 rd  party tools for enhancing your page. </li></ul...
<ul><li>Causes Application </li></ul><ul><ul><li>Can be added to your page. </li></ul></ul><ul><ul><li>Allows your fans to...
Why Facebook Works
Page Behavior <ul><li>Behaves much like a Facebook user. If a page  administrator  posts to the page then the post will ap...
Why It Works <ul><li>Content and dialogue generate  awareness. </li></ul><ul><li>Dialogue creates  engagement  and  furthe...
Why It Works <ul><li>Interaction with content creates a strong relationship and identification with the beneficiary. </li>...
Why It Works <ul><li>Imagine multiple conversations like this one… </li></ul>
Why It Works <ul><li>Engaging supporters as  evangelists </li></ul><ul><li>Attracting “virtual” online volunteers. </li></ul>
Why It Works <ul><li>An example… </li></ul>
Page Effectiveness <ul><ul><li>Fortress Vs. Two Way Conduit (Interaction) </li></ul></ul><ul><ul><li>Content Rich - Conten...
Page Effectiveness  - Awareness, Engagement, Support <ul><li>Websites are largely about you  telling  “them”. </li></ul><u...
Page Effectiveness - Content Rich Pages - Content is King! Popular content (as determined by Facebook) receives greater vi...
Page Effectiveness - Conduit Attitude <ul><li>Awareness outside Facebook </li></ul>Other Web Environments Regional Engagem...
How To Grow Awareness & Engagement For Your  Page   (Attracting Fans)
How To Grow Awareness & Engagement For Your Page   <ul><li>Takes time, should be actively pursued. </li></ul><ul><li>Exist...
Awareness & Engagement Via Your Fans   Website & all supporter communications.
Awareness & Engagement Via Your Fans   <ul><li>Important. </li></ul><ul><li>Actively and repeatedly encourage your pages f...
Awareness & Engagement Via Your Fans   <ul><li>Interesting, useful,  emotional , engaging content gets propagated. </li></...
Awareness & Engagement Via Facebook Advertising (For Your Fan Page)   <ul><li>The widest reaching and most effective form ...
Facebook “Insights”
Facebook “Insights”  <ul><li>Fan Page Analytical Tools </li></ul><ul><ul><li>Valuable for analyzing page effectiveness and...
Facebook “Insights”
Facebook “Insights”  <ul><li>Useful For Assessing Areas Of Opportunity re: Media (Content) Usage </li></ul>
Some additional considerations… <ul><li>Study what similar organizations are doing on Facebook. Great for ideas. </li></ul...
Facebook Advertising
Facebook Advertising <ul><li>Highly effective form of social advertising. </li></ul><ul><li>Targeting by: </li></ul><ul><u...
Facebook Advertising Tip: Advertising to your pages fans is usually a good return on investment.
Facebook Advertising Pricing & ROI Learn the rules Then learn the tricks, pricing dependent on supply and  demand  Iterati...
Facebook Advertising <ul><li>Cost Effective? </li></ul><ul><ul><li>Yes, if you make it very clear what you are asking for ...
Facebook Advertising <ul><li>Cost Effective? </li></ul><ul><ul><li>Analysis by advertising campaign is vital. </li></ul></...
Wrap-up <ul><li>Have strategies and measurable objectives. </li></ul><ul><li>Larger organizations need to be ready to let ...
Wrap-up <ul><li>Engaging your audience through content and dialogue is key.   </li></ul><ul><li>Active engagement in build...
Wrap-up – (FB Advertising) <ul><li>Worth doing (IMO) go for a recurring gift – cost effective. </li></ul><ul><li>Test, tes...
Questions/Comments?
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Soi dog preso by leonard coyne march 2011

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Facebook fundraising, that works.

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Soi dog preso by leonard coyne march 2011

  1. 1. Facebook For Non Profits A discussion on using Facebook to gain awareness, engagement and supporters using a recurring gift program as a case study.
  2. 2. Introduction <ul><li>The Soi Dog Foundation </li></ul><ul><li>Phuket, Thailand </li></ul><ul><li>Soi Dog helps the homeless, neglected and abused dogs and cats of Thailand. </li></ul><ul><li>Primary objective: Reduce pain and suffering through humane population control. </li></ul>
  3. 3. Case Study Overview <ul><li>Promoting recurring giving and cultivating supporters for Soi Dog’s animal sponsorship program. </li></ul>
  4. 4. Results… <ul><li>350% increase in recurring donors over a 9 month period. </li></ul><ul><ul><li>Largely attributable to Facebook generated site traffic. </li></ul></ul>
  5. 5. Results… <ul><li>Facebook Sourced Sponsorship (Recurring Gifts) </li></ul><ul><li>Content AND Advertising Driven </li></ul>Tightening of advertising campaigns. Concentration on Facebook awareness.
  6. 6. Results… <ul><li>Additional Benefits… </li></ul><ul><ul><li>Increased engagement with relevant audience. </li></ul></ul><ul><ul><li>Regional & online volunteers. </li></ul></ul><ul><ul><li>Significantly increased “one time” donations. </li></ul></ul><ul><ul><li>Supporter driven appeals </li></ul></ul><ul><ul><li>Even legacy gifts. </li></ul></ul>
  7. 7. Results… <ul><li>The elusive “Holy Grail” of small non profits… engagement. </li></ul><ul><ul><li>“ opting in” of interested (read quality) subscribers. </li></ul></ul>
  8. 8. Results… <ul><li>Awareness in non English speaking communities. </li></ul>
  9. 9. Facebook & Your Organization <ul><li>Facebook: Love It? Hate It? Does not matter! </li></ul><ul><li>Do you understand it’s implication for your organization’s “online strategy”? – Does matter! </li></ul><ul><li>By population Facebook is the 3rd largest “country” in the world. </li></ul><ul><li>Facebook is the most demographically and psycho graphically diverse “country” in the world. </li></ul>
  10. 10. People & Activity on Facebook <ul><li>More than 500 million active users </li></ul><ul><li>People spend over 700 billion minutes per month on Facebook </li></ul><ul><li>There are over 900 million objects that people interact with (pages, groups, events and community pages) </li></ul><ul><li>Average user is connected to 80 community pages, groups and events </li></ul><ul><li>Average user creates 90 pieces of content each month </li></ul><ul><li>More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month . </li></ul><ul><li>More than 70 translations available on the site </li></ul><ul><li>About 70% of Facebook users are outside the United States </li></ul>
  11. 11. Facebook Users & Pages
  12. 12. A User Profile On Facebook <ul><li>A “person” on Facebook </li></ul><ul><li>A user’s News Feed contains “opt in” content. </li></ul><ul><li>Important: More popular content gets greater visibility (in turn making it more popular). </li></ul>
  13. 13. Your Organizations “Fan” Page <ul><li>Page Profile – is your organizations presence on Facebook </li></ul><ul><li>Similar in many respects to a user’s profile. (Wall, photos, etc.) </li></ul>
  14. 14. Your Organizations “Fan” Page <ul><li>The Page Wall – Focal Point </li></ul><ul><ul><li>Where a lot of the action happens . </li></ul></ul><ul><ul><li>Dialogue is key. </li></ul></ul><ul><ul><li>Page administrators should publish content from other areas of the page back to the pages wall. </li></ul></ul>
  15. 15. Page Behavior <ul><li>Behaves much like a Facebook user. If a page administrator posts to the page then the post will appear in the News Feeds of the pages fans. </li></ul><ul><ul><li>11,500,094 fans = 11,500,094 communications </li></ul></ul><ul><ul><li>If a page fan posts to the page the post will appear on the page and in that user’s News Feed. </li></ul></ul>
  16. 16. Facebook “Fan” Page <ul><li>Photo Galleries – Content & dialogue is king </li></ul><ul><ul><li>Informational - effective </li></ul></ul><ul><ul><li>Orient towards a desired outcome. </li></ul></ul><ul><ul><li>2-way Communication Conduits </li></ul></ul>
  17. 17. Photo Galleries As Communication Conduits Tip: Photo galleries are “object rich” hence very effective at propagating content .
  18. 19. Page Applications
  19. 20. Facebook “Fan” Page <ul><li>Applications </li></ul><ul><li>Facebook & 3 rd party tools for enhancing your page. </li></ul><ul><li>Makes your page more content & feature rich! </li></ul><ul><li>Custom applications allow you to target specific objectives. </li></ul><ul><li>Keep core content (objectives) visible. </li></ul><ul><li>IFrames for custom applications. </li></ul><ul><li>http://www.shortstacklab.com/ </li></ul>
  20. 21. <ul><li>Causes Application </li></ul><ul><ul><li>Can be added to your page. </li></ul></ul><ul><ul><li>Allows your fans to fundraise for you. </li></ul></ul><ul><li>Numerous Others </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul><li>Etc… </li></ul></ul>Facebook “Fan” Page Applications - A 3 rd Party Application Example
  21. 22. Why Facebook Works
  22. 23. Page Behavior <ul><li>Behaves much like a Facebook user. If a page administrator posts to the page then the post will appear in the News Feeds of the pages fans. </li></ul><ul><ul><li>11,500,094 fans = 11,500,094 communications </li></ul></ul><ul><ul><li>If a page fan posts to the page the post will appear on the page and in that user’s News Feed. </li></ul></ul>
  23. 24. Why It Works <ul><li>Content and dialogue generate awareness. </li></ul><ul><li>Dialogue creates engagement and further awareness which leads to support. </li></ul>
  24. 25. Why It Works <ul><li>Interaction with content creates a strong relationship and identification with the beneficiary. </li></ul><ul><ul><li>Psychologically bypasses the “middle man” (you!) </li></ul></ul><ul><ul><li>Communication and personal engagement is key. </li></ul></ul>
  25. 26. Why It Works <ul><li>Imagine multiple conversations like this one… </li></ul>
  26. 27. Why It Works <ul><li>Engaging supporters as evangelists </li></ul><ul><li>Attracting “virtual” online volunteers. </li></ul>
  27. 28. Why It Works <ul><li>An example… </li></ul>
  28. 29. Page Effectiveness <ul><ul><li>Fortress Vs. Two Way Conduit (Interaction) </li></ul></ul><ul><ul><li>Content Rich - Content is King! </li></ul></ul><ul><ul><ul><li>Creates an environment for Fan participation </li></ul></ul></ul><ul><ul><li>Interactive, Real Time Communication </li></ul></ul><ul><ul><ul><li>Communication equals Engagement </li></ul></ul></ul><ul><ul><li>Facebook is more interesting and interactive than your website and newsletter. </li></ul></ul><ul><ul><ul><li>Visibility to a more interested audience. </li></ul></ul></ul><ul><ul><ul><li>Spontaneous opt in (and opt out) </li></ul></ul></ul><ul><ul><li>If your content is interesting and propagated user engagement with your content occurs. </li></ul></ul>
  29. 30. Page Effectiveness - Awareness, Engagement, Support <ul><li>Websites are largely about you telling “them”. </li></ul><ul><li>A Fan Page can be used in the same manner (Fortress approach)… </li></ul><ul><ul><li>Or (preferred?) a fan page can create a dialogue (awareness/engagement) </li></ul></ul><ul><ul><li>Literally puts “them” in your world. </li></ul></ul>
  30. 31. Page Effectiveness - Content Rich Pages - Content is King! Popular content (as determined by Facebook) receives greater visibility.
  31. 32. Page Effectiveness - Conduit Attitude <ul><li>Awareness outside Facebook </li></ul>Other Web Environments Regional Engagement & Programs
  32. 33. How To Grow Awareness & Engagement For Your Page (Attracting Fans)
  33. 34. How To Grow Awareness & Engagement For Your Page <ul><li>Takes time, should be actively pursued. </li></ul><ul><li>Existing Supporter Communications </li></ul><ul><ul><li>Web Site </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Email Signatures </li></ul></ul><ul><ul><li>Blog, Twitter </li></ul></ul><ul><ul><li>Offline Media </li></ul></ul><ul><li>Existing Page Fans </li></ul><ul><li>Facebook Advertising (Like our page) </li></ul><ul><li>Complimentary Facebook Pages </li></ul>
  34. 35. Awareness & Engagement Via Your Fans Website & all supporter communications.
  35. 36. Awareness & Engagement Via Your Fans <ul><li>Important. </li></ul><ul><li>Actively and repeatedly encourage your pages fans to invite their friends. </li></ul><ul><li>Done by them sharing your content, posting on your page, etc. </li></ul><ul><li>Interesting content promotes sharing. </li></ul>
  36. 37. Awareness & Engagement Via Your Fans <ul><li>Interesting, useful, emotional , engaging content gets propagated. </li></ul><ul><li>Content is king… </li></ul><ul><li>Your fan base grows as a result. </li></ul>
  37. 38. Awareness & Engagement Via Facebook Advertising (For Your Fan Page) <ul><li>The widest reaching and most effective form of demographic and psychographic advertising available. </li></ul><ul><li>Useful for generating critical mass for your fan page at first. </li></ul><ul><li>Much more on Facebook ads…later. </li></ul>
  38. 39. Facebook “Insights”
  39. 40. Facebook “Insights” <ul><li>Fan Page Analytical Tools </li></ul><ul><ul><li>Valuable for analyzing page effectiveness and identifying areas for improvement/growth. </li></ul></ul><ul><ul><li>Often overlooked by page administrators. </li></ul></ul>
  40. 41. Facebook “Insights”
  41. 42. Facebook “Insights” <ul><li>Useful For Assessing Areas Of Opportunity re: Media (Content) Usage </li></ul>
  42. 43. Some additional considerations… <ul><li>Study what similar organizations are doing on Facebook. Great for ideas. </li></ul><ul><ul><li>Particularly their interaction (or lack of) with their page’s fans. </li></ul></ul><ul><ul><li>Even in the commercial sector. </li></ul></ul><ul><li>Don’t be mistaken it’s not passive. </li></ul><ul><ul><li>Requires creation of a presence, gaining “critical mass” in terms of followers. </li></ul></ul><ul><ul><li>Fresh content and engaging with fans on an ongoing basis. </li></ul></ul>
  43. 44. Facebook Advertising
  44. 45. Facebook Advertising <ul><li>Highly effective form of social advertising. </li></ul><ul><li>Targeting by: </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><li>Relationship Status </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Workplace </li></ul></ul><ul><ul><li>Interests </li></ul></ul>
  45. 46. Facebook Advertising Tip: Advertising to your pages fans is usually a good return on investment.
  46. 47. Facebook Advertising Pricing & ROI Learn the rules Then learn the tricks, pricing dependent on supply and demand Iterative testing & refinement Analytic analysis is important cost/conversion. Often not the case…
  47. 48. Facebook Advertising <ul><li>Cost Effective? </li></ul><ul><ul><li>Yes, if you make it very clear what you are asking for in your ad copy (“discourage clicks”) </li></ul></ul><ul><ul><ul><li>Discourage click through with “ graphic ” content. </li></ul></ul></ul><ul><ul><ul><li>Textual clarity – dog, Asia, recurring gift. </li></ul></ul></ul><ul><ul><li>Yes, if you define (and refine) your campaigns well. </li></ul></ul><ul><ul><ul><li>Target audience </li></ul></ul></ul><ul><ul><ul><li>Ad content </li></ul></ul></ul><ul><ul><ul><li>Bidding </li></ul></ul></ul><ul><ul><ul><li>etc. </li></ul></ul></ul>
  48. 49. Facebook Advertising <ul><li>Cost Effective? </li></ul><ul><ul><li>Analysis by advertising campaign is vital. </li></ul></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul>
  49. 50. Wrap-up <ul><li>Have strategies and measurable objectives. </li></ul><ul><li>Larger organizations need to be ready to let go of some control. </li></ul><ul><ul><li>Facebook is an open environment. </li></ul></ul>
  50. 51. Wrap-up <ul><li>Engaging your audience through content and dialogue is key. </li></ul><ul><li>Active engagement in building your pages following (fans) is required. </li></ul><ul><li>Who is going to administer your page? (represent you) </li></ul><ul><ul><li>How are they going to be able to effectively represent your organization? </li></ul></ul><ul><li>Let the user “opt in” to action. They will leave Facebook when ready. (Again dialogue followed by intent to take action) </li></ul>
  51. 52. Wrap-up – (FB Advertising) <ul><li>Worth doing (IMO) go for a recurring gift – cost effective. </li></ul><ul><li>Test, test, test: </li></ul><ul><ul><li>Audience (Geography, interests, sex, etc.) </li></ul></ul><ul><ul><li>Text Imagery </li></ul></ul><ul><ul><li>Bidding </li></ul></ul><ul><ul><li>Multiple campaigns </li></ul></ul><ul><li>Tight audience, less is better. </li></ul><ul><ul><li>Less risk, then expand. </li></ul></ul>
  52. 53. Questions/Comments?

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