1. How Social Media is Changing the Conversation Major Gifts 2.0 Tracey Merrill Nancy Sullivan Skinner Julie Banks
2. Definition “Social Media—primarily internet-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology and social interaction with the construction of words, pictures, audio and video. The industry might also refer to social media as ‘user generated content.’” (Wikipedia)
4. 2010 Earthquake in HaitiCase Study American Red Cross’ texting campaign resulted in: $20M to Haitian relief in 2010 $250K to Katrina relief in 2005 136.6 million cell phone subscribers sent and received text messages in Q3 2009 (The Nielsen Company) 1 billion mobile devices by 2011 Immediate impact, ease of use
5. Is there an App for that? Major Gifts 2.0 Do the old rules apply? Email, texting, Facebook, Twitter, blogs – opportunities or challenges? How does social media impact relationship based fund-raising? Donor expectations? Donor experience?
6. The Challenge Most MGO’S only marginally involved with online/social media strategy Online strategy for most $ donors is disjointed/disarray e.g. Only 1/3 of non-profits are creating special newsletters for hi-end Done wrong, social media allows pre-emption!!
7. Major Gifts & Online GivingContext Blackbaud study $13 billion given online in 2008 1,274 non-profits experience average 44% increase in online giving in 2009 Year-end driven January-May 2009, 1200 non-profits had one $1K gift; 38 had $20K Only 37% repeated gifts the following year
8. The Case Foundation’s America’s Giving ChallengeFraming the Discussion “test” of online philanthropy 50 days; competition for highest number of donors; Parade Magazine and Parade.com $1.8M raised; 71,000 donors Findings: social networks trumped social media to influence giving
9. “Old School” to 2.0 How does all of this translate to Major Gifts?
10. The “Wired Wealthy” Convio, Sea Change Strategies and Edge Research online study of 3,443 donors from 23 nonprofit organizations with giving $1K+ (2007) Avg $11K annual giving 25% > $100K income and >50% more than $200K income; Avg age = 51 Well-educated Seasoned online users—banking, buying, giving, and watch video.
11. 3 Types of “Wired Wealthy” ■ Relationship Seekers Avg. Age 48 OPEN TO LOVE ■ All Business Age 45-64 OLDER, IN AND OUT ■Casual Connectors Avg Age 50 DABBLERS
12. What do they want? Easy and secure giving Control over level and frequency of contact/opt in Easy access to information Inspiration—not likely through a website Tax Summary/Reports/Renewals online Action alerts and success stories
18. Recommendations Create + provide online options for WW to customize and build relationship Start slow, be active and have a clear goal Segment the list Find Casual Connectors & Relationship seekers who want to start a dialogue Control the message—let it drive the technology—Quality most important! Use video! Listen! Donor surveys, Advisory panels, feedback , voting, online/offline events, etc. Engage
19. Lessons Learned NOT a game-changer, personal relationship still primary TOOL for advancing the case, managing communication, starting dialogue “RAISE MEANING” before money MONEY isn’t the only metric YOUR PEOPLE are your impact NOT for closing, but WW may push us (pre-empt!) TAKE the LONG VIEW, social media is investment future generation of donors/Board
