This document summarizes a council meeting on using social media for grantmaking and measuring its impact. It discusses how social media has been used for political and humanitarian causes and provides examples of foundations using social media. Data is presented from a social media cohort of nonprofits that shows the return on investment from social media campaigns, including increased donors, website traffic, and funds raised. The document concludes by identifying promising aspects of social media for nonprofits and foundations.

1. Face, Tweet, Link Your Way to a True Social “ROI”: Social Media, Grantmaking & Measurement Council on Foundations April 11, 2011

2. Session Participants Laura Efurd - Moderator - ZeroDivide Beth Kanter - Author, Blogger & Social Media Expert Kathy Reich - The David and Lucile Packard Foundation Steve Downs - The Robert Wood Johnson Foundation Jeff Pryor, Alexandra Mitchell - Pathfinder Solutions Please use Twitter hashtags: #fundertech, #2011 annual, #COF View Beth Kanter’s presentation slides and the instant polling results: http://zerodivide.org/social_media_and_measurement

3. Laura Efurd, ZeroDivide

4. Social Media – Political Change

5. Social Media - Humanitarian Aid & Human Rights u·sha·hi·di [oo-shah- hee -dee] - A Swahili word which means "testimony".

6. Social Media – Saving Lives

7. What is the ROI on Social Media? New funder survey on technology-related grantmaking: http://zerodivide.org/funder_report

8. Beth Kanter – Nonprofits, Social Media & ROI View Beth’s presentation via SlideShare at: http://zerodivide.org/social_media_and_measurement

9. Kathy Reich, David and Lucile Packard Foundation

10. Packard’s Social Media Learning Lab http://www.bethkanter.org/networked-nonprofit-lab/

11. Packard’s Organizational Effectiveness Wiki http://packard-foundation-oe.wikispaces.com/home

12. Steve Downs, Robert Wood Johnson Foundation

13. Foundation/Nonprofit Social/Mobile ROI Research Council on Foundations April 2011 Jeffrey Pryor, Ed.D. Alexandra Mitchell, MPA

14. How do people become involved, make decisions, step across the threshold? Or, what can we learn from Lady Gaga? Pathfinder Solutions Supporting the future of philanthropy through engagement, talent development, research, technology and training

15. No or little pre-project social media impact (>50%) Little support from individuals (50% said <10%) Little online engagement (75% said <10%) 75% wanted wider audience (& demographic info) Desired outcomes: - Raising Public Awareness - Fundraising - Brand Extension - Driving Advocacy - Other, e.g., Customer Loyalty, Employee Engagement Social Media Cohort: 35 orgs, incl. 3 Community Fdns

16. Social Media Cohort – Anschutz Family Foundation Community Health & Disability Youth and Education Arts & Culture International Relief Environment

17. Social Media Cohort ROI - 4 Month Snapshot # 501c3 Organizations 22 active in cohort ($200K-$60M) # Campaigns 36 (1.6 per organization) Total $’s $568,148 # Donors 3355 new donors Avg/Campaign $15,781 per campaign Avg $/Donor $177/donor % 1 st Time Web/SM Campaign 60% involved for 1 st time % Increase in FB Fans 5 - 60% lift % Increase in Twitter Followers 0 - 40% lift Overall Cohort $$ ROI 4.5 x Initial Investment for Platform*

18. Haiti Partners: One Micro Campaign Education Prevents Cholera Campaign Goal: Raise $1,000 in 10 days Activity metrics during time of campaign: 10 x 10 x 10 (days, people, $$) 520 website hits 1,800 shares $1,117 raised in 10 days

19. Goal: Promote altruism in Brooklyn And to spread awareness of the two year old Community Foundation. Campaign timeline: 60 days 14 new corporate sponsors >250 nominations since launch (goal of 100) 100,000 site visits 300% growth in Facebook fans 300,000 votes in 2 weeks 27,000 unique users Award from the Council on Foundations . Brooklyn Community Foundation Award winning community ENGAGEMENT through Crowdsourcing Wilmer Shields Rich Award Winner for Excellence in Communications

20. TEXT2PLEDGE : MOUNTAIN FIRE FUND Combining Web and Mobile 52% Conversion $3,310 $ Pledged $16 Avg. $ Pledged $2,518 $ Donations $26 Avg. $ Donations $221 $ Pledged/Minute $101 $ Donated/Minute

21. Early Findings Social media can deliver on the promise (or not) Organizations confuse activity and engagement Creative, deliberate campaigns work best Integrate into broader marketing efforts Staff time not configured into ROI Don’t forget the potential of mobile Mobile

22. Able to measure engagement/outcomes Able to execute micro campaigns Increased public awareness Produce quality online content Better engage supporters What’s Looking Promising

23. Laura Efurd – [email_address] Beth Kanter – [email_address] Stephen Downs – [email_address] Kathy Reich – KReich@ Packard.org Jeff Pryor – [email_address] Alex Mitchell – [email_address] Thank You for your Participation!