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Bridging Planned Giving and Social Media

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Good Works
Good Works

Presented by Leah Eustace, ACFRE (Good Works) and Paola Coronado Hass (BC Cancer Foundation) at the CAGP National Conference, April 2014.

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Bridging Planned Giving & Social Media Paola Coronado Hass, BC Cancer Foundation @PaolaCoronadoH @BCCancer Leah Eustace, ACFRE, Good Works @LeahEustace @_GoodWorks_ #CAGP2014
Is there a role for planned giving?
A resounding yes! • 65% of adults age 50-64 use social networking sites • 46% of adults age 65+ use social networking sites Shouldn’t we be where our prospects and donors are?
What are the options?
Where are our donors? Percentage Using Age 50-64 Percentage Using Age 65+ Facebook 60 45 LinkedIn 24 13 Pinterest 14 9 Twitter 9 5 Instagram 6 1 Source: Pew Research Center
What purpose do these platforms fill?
Case Studies
Integration within social networks
Integration with marketing & communications • Know what your marketing & communications team is up to • Educate them • Partner with them • Newsletters • Magazines • Legacy supplements • Industry/sector news
Building your community •Engage your internal social media team •Engage influencers outside your organization •Follow key people/donors • Take part in twitter chats to build network • Identify other groups and organizations that can help drive traffic to your organization • Share with your own networks and encourage others in your organization to share as well
Using paid advertising • Google AdWords • Banner advertising • Google grants
Measurement and analysis (BCCF)
BCCF Legacy Posts
BCCF Legacy Posts
BCCF Analysis
BCCF Analysis
What’s next?
Identify the right platforms for you
Start with a simple plan • Identify the audience or community you want to engage • Outline your objectives for the plan (e.g. improve fundraising; broaden the reach of your message) • Decide what tasks need to be done to reach your objectives -- For each task, identify who will do the work, what success looks like, and how you will measure it • Evaluate, tweak, and improve -- Build in feedback mechanisms throughout the process
Measure and adjust • Track consistently and analyze results • What to measure? #likes, comments, shares, people engaged, visits to link, video views • Make changes as you go
Reporting Tools: Facebook
Reporting Tools: LinkedIn
What to post • Content marketing • Figure out your organizational voice: corporate/personal? • Be consistent, repetition of messaging is key • Build an editorial calendar: identify times of year that are appropriate for planned giving social media (LAL month, Grandparents’ Day, your organization’s anniversary, highlight donor or estate, impact of gift) • Plan in advance the stories you want to share, have good multimedia materials available
Building your personal brand
Analysis • Comments on specific posts and images (Facebook, LinkedIn) • How many impressions and clicks (LinkedIn, Facebook) • Mapping the constituency and dimension of engagers (who, where, age group, frequency) • Response to paid advertising • Top keywords used to discover the campaign (search)
Further resources http://www.pinterest.com/goodworksco/planned-giving-and-social-media/
Questions? Paola Coronado Hass, BC Cancer Foundation @PaolaCoronadoH @BCCancer Leah Eustace, ACFRE, Good Works @LeahEustace @_GoodWorks_ #CAGP2014

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Bridging Planned Giving and Social Media

  • 1. Bridging Planned Giving & Social Media Paola Coronado Hass, BC Cancer Foundation @PaolaCoronadoH @BCCancer Leah Eustace, ACFRE, Good Works @LeahEustace @_GoodWorks_ #CAGP2014
  • 2.
  • 3. Is there a role for planned giving?
  • 4. A resounding yes! • 65% of adults age 50-64 use social networking sites • 46% of adults age 65+ use social networking sites Shouldn’t we be where our prospects and donors are?
  • 5. What are the options?
  • 6. Where are our donors? Percentage Using Age 50-64 Percentage Using Age 65+ Facebook 60 45 LinkedIn 24 13 Pinterest 14 9 Twitter 9 5 Instagram 6 1 Source: Pew Research Center
  • 7. What purpose do these platforms fill?
  • 10. Integration with marketing & communications • Know what your marketing & communications team is up to • Educate them • Partner with them • Newsletters • Magazines • Legacy supplements • Industry/sector news
  • 11. Building your community •Engage your internal social media team •Engage influencers outside your organization •Follow key people/donors • Take part in twitter chats to build network • Identify other groups and organizations that can help drive traffic to your organization • Share with your own networks and encourage others in your organization to share as well
  • 12. Using paid advertising • Google AdWords • Banner advertising • Google grants
  • 19. Identify the right platforms for you
  • 20. Start with a simple plan • Identify the audience or community you want to engage • Outline your objectives for the plan (e.g. improve fundraising; broaden the reach of your message) • Decide what tasks need to be done to reach your objectives -- For each task, identify who will do the work, what success looks like, and how you will measure it • Evaluate, tweak, and improve -- Build in feedback mechanisms throughout the process
  • 21. Measure and adjust • Track consistently and analyze results • What to measure? #likes, comments, shares, people engaged, visits to link, video views • Make changes as you go
  • 24. What to post • Content marketing • Figure out your organizational voice: corporate/personal? • Be consistent, repetition of messaging is key • Build an editorial calendar: identify times of year that are appropriate for planned giving social media (LAL month, Grandparents’ Day, your organization’s anniversary, highlight donor or estate, impact of gift) • Plan in advance the stories you want to share, have good multimedia materials available
  • 26. Analysis • Comments on specific posts and images (Facebook, LinkedIn) • How many impressions and clicks (LinkedIn, Facebook) • Mapping the constituency and dimension of engagers (who, where, age group, frequency) • Response to paid advertising • Top keywords used to discover the campaign (search)
  • 28. Questions? Paola Coronado Hass, BC Cancer Foundation @PaolaCoronadoH @BCCancer Leah Eustace, ACFRE, Good Works @LeahEustace @_GoodWorks_ #CAGP2014

Editor's Notes

  1. Leah
  2. Leah
  3. Leah
  4. Leah
  5. Leah
  6. Leah
  7. LeahFacebook plugins for twitter, youtubeTwitter links to Instagram/youtubeEtc.
  8. PaolaNewslettersMagazinesOpEdLegacy supplementsIndustry/Sector news
  9. LeahEngage the team that manages social media and teach them about legacy givingFind and engage influencers outside your organizationIntegrate with teams outside and inside your organizationFollow key people/donorsKnow who your key influencers areTake part in twitter chats to help build networkIdentify other groups/orgs/hashtags that you will link to to drive traffic/engagement (i.e., BC gen project, United Way and community gardens)Share with your own networks and encourage others in org to share as well
  10. Leah
  11. PaolaAnalysis of BCCF tests
  12. PaolaFacebook
  13. PaolaTwitter
  14. PaolaTwitter
  15. Twitter
  16. Leah
  17. Leah
  18. Paola
  19. PaolaSources:http://socialmediatoday.com/lionel-luigi-lopez/2272891/science-facebook-how-facebook-insights-can-help-your-businesshttp://cdn2.business2community.com/wp-content/uploads/2013/11/facebook-insights-562x600.jpghttp://denisewakeman.com/wp-content/uploads/2013/08/Facebook-insights.pnghttp://soshable.com/wp-content/uploads/2013/02/Facebook-Insights.jpg
  20. PaolaSources:http://socialmediatoday.com/mike-allton/1374206/making-most-linkedin-insightshttp://www.thesocialmediahat.com/article/getting-started-social-media-series-part-two-linkedin
  21. Paolahttp://www.thesocialmediahat.com/article/getting-started-social-media-series-part-two-linkedin
  22. LeahCompass reportYour personal brand travels with youDon’t discount it
  23. Leah
  24. Leah