Michael Hutney, Director of Emerging Media, The Stelter Company Social media presents exciting ways to connect with your donors, supporters, and prospects, but how exactly do you harness the power behind the social web? Michael will share ideas on how social data can help you find and engage your strongest supporters, accelerating your organization's advocacy and fundraising efforts.

1. Finding Your Soul Mates in a World of Friends
SOCIAL MEDIA 4 NONPROFITS
O C T O B E R 11 , 2 01 3
P r e s e n t e d b y M i ch a e l H u t n e y ( @ m i c h a e l h u t n e y )
Director of Emerging Media

2. About The Stelter Company
• Integrated Marketing Services Firm
• Supporting Nonprofits for 35+ years
• Focus on Estate / Leadership Gifts
• Driven by Research and Analytics

3. How do you know who cares?

4. Business Challenge
• 85% Annual Gifts : 7% Estate Gifts
• Estate Gifts = Lucrative
• Who really cares about us?
‣ Not necessarily those who donate
‣ 59% v. 41%

5. The
Opportunity
Identify & Motivate
“Off-the-Radar” Donors

6. SOCIAL STATS
• 1.6 million fans
(Facebook)
• 180k followers (Twitter)
DONATION DETAILS
• $130m+ in contributions
and grants
• $30m+ in bequests
About HSUS
• Headquarters in Washington, D.C.
• Largest Animal Protection Organization
• Rescue and Emergency Response
• Combat Animal Cruelty
• Rehabilitation Centers
• Legislation

7. No Shortage of Friends

8. No Shortage of Friends
1.6 million likes

9. Campaigns to Motivate

10. Campaigns to Motivate

15. Find Your Soul Mates

16. Find Your Soul Mates

17. Business
Value
•
Adds a critical
dimension to a
customer profile
•
Articulated as a
metric
•
Uniquely actionable

18. SOCIAL SCORE
9,400
Business
Value
•
Adds a critical
dimension to a
customer profile
•
Articulated as a
metric
•
Uniquely actionable

19. Takeaways
• Life online is an open book.
• An army of advocates is within your
reach.
• Concentrate on finding your soul mates.

20. Finding Soul Mates in a World of Friends
SOCIAL MEDIA 4 NONPROFITS
O C T O B E R 11 , 2 01 3
P r e s e n t e d b y M i ch a e l H u t n e y ( @ m i c h a e l h u t n e y )
Director of Emerging Media & Strategic Accounts