The document discusses the engagement of donors through social networking by nonprofits, highlighting survey data revealing that a significant majority have a presence on platforms like Facebook and Twitter. It outlines the allocation of resources towards social media management and notes the limited revenue generated from these channels. Strategies for effective social media use are provided, along with statistics on user engagement and community building, emphasizing the importance of ongoing interaction with supporters.

1. Using Social Networking to Engage your Donors James S. Friend, Jr. Director, Office of Stewardship and Development Diocese of Allentown, PA

2. In the beginning….

3. Nonprofit Social Media Survey Sponsored by: February 2009 – April 2009 Surveyed 980 Nonprofits Excellent Cross-section of types of nonprofits Source: www.nonprofitsocialnetworksurvey.com

4. Nonprofit Social Network Survey Report Social networks are popular but average community sizes remain small 86.2% of surveyed nonprofits maintain a presence on a commercial Social Network 74.1% of nonprofits surveyed maintain a presence on Facebook. 93.9% of organizations using Twitter have been on it for less than a year. 30.6% of nonprofits maintain a House Social Network Source: www.nonprofitsocialnetworksurvey.com

5. Popularity of Commercial Social Networks Source: www.nonprofitsocialnetworksurvey.com

6. Average Size of Respondent Communities Source: www.nonprofitsocialnetworksurvey.com

7. Nonprofits on social media are allocating small but real resources: staff and budget 4/5 of the nonprofits surveyed are committing at least ½ of a fulltime staff person to maintain the site. More than ½ of those surveyed intend to increase this staff allocation over the next 12 months. 4 out of 10 organizations have a budget for social networking, 8.3% reserve $10,000 or less for purpose. 1/3 of those surveyed have built and managed their own “house” social networking site. Nonprofit Social Media Expenses Source: www.nonprofitsocialnetworksurvey.com

8. Nonprofit Social Media Revenues For now, there is very little revenue generated by social media channels via fundraising or advertising. Facebook: 39.9% of respondents have raised money on facebook / 29.1% of respondents have raised $500 or less over the past 12 months. House Social Networks: 25.2% of nonprofit are fundraising and 1/3 of these fundraisers accumulated $10,000 or more in the last year. Source: www.nonprofitsocialnetworksurvey.com

9. Diocese of Allentown Social Networking Facebook page Facebook Groups Fan Pages YouTube Channel Twitter (Linked with facebook status update) Diocesan LinkedIn Group Page 8 High School Online Communities Source: Diocese of Allentown

10. More than 300 Million active users - 50% of active users log on to Facebook in any given day Fastest growing demographic is those 35 years and up More than 40 million status updates each day More than 10 million users become fans of Pages each day More than 45 million active user groups exist on the site There are more than 65 million active users currently accessing Facebook through their mobile devices. Facebook Statistics Source: www.facebook.com

11. Groups : A way to dip your toe or run a small campaign Pages : Improved communication with supporters, metrics, and control Causes : Facebook’s most popular application for fundraising and spreading awareness Applications : Improved communications, integration and customization capabilities, supporter activities, and control (both visual and functional) Understanding Facebook Source: Blackbaud

13. Nonprofit Social Media Budgets

14. Distributing Messages Automatically via Social Map What a guy! We are so lucky to have him The kids will love him! Is he coming to my school? Bishop Barres will attend the Allentown Central Catholic HS football game on Saturday.

15. Bishop’s Page Parish Pages Catholic School Alumni Groups Special Interest: « In Memory of Bishop Thomas Welsh » Bishop’s Appeal Facebook Strategies Create subgroups for special interests Source: Diocese of Allentown

16. “ We want 1,000 facebook friends by the end of the week, help spread the word and refer a friend to us!” Diocesan Press Releases Links to News Articles from around the Diocese Links to Video Wish members Happy Birthday (B-Day’s Listed) Ask Friends to Tag you in Photos for all to see. Post links to Daily Readings Facebook Strategies Keep your Status Updates Fresh Source: Diocese of Allentown

17. “ For all of our Catholic School Students, Parents and Alumns, why do you support Catholic Education? Give us your comments…” Use Applications like Quizzes Post Invitations to Events Don’t be afraid to post links to moderately controversial issues to get comments. Remind your friends of your presence on other Social Media sites Facebook Strategies Keep your Status Updates Fresh (cont.) Source: Diocese of Allentown

18. Starter organization profile Typically used by smaller organizations or chapters of a larger nonprofit Easy to set up; good place to dabble with Facebook User actions display on their profile and in their friends’ news feeds Limitations Updating and notification capabilities restricted No applications Facebook Strategies Using Groups Source: Blackbaud

19. Make certain that more than one person can act or access the Admin on the Group or Fan Page Do not accept invitations to applications (games) Do not join groups that you have no control over Do use your facebook Profile as the “Diocesan Profile” Do not request to be friends with too many people in one day – they can turn this feature off! Turn off Chat Feature Facebook Strategies Cautions Source: Diocese of Allentown

20. Limit online engagement with Youth Share the Responsibility of the page with other Staff Respect Privacy of Friends, limit access to facebook profile Engage your Communications Department and your Newspaper Check the facebook page M-F daily ? Facebook Strategies Cautions (cont.) Source: Diocese of Allentown

21. ENGAGE your Friends Be interactive – responsive Create excitement – awareness Be a resource and a source of information Facebook Strategies Making Friends Source: Diocese of Allentown

22. #4 Largest Site on the Internet #1 Largest video site on the web 300 Million Worldwide Visitors a Month 100 Million Visitors per Month 5 Billion Video Streams Every month – 40% of all videos online (Do the Math – 5 Billion / 300 Million worldwide visitors = 17 streams a month per person) 15 Hours of video uploaded every minute You Tube Statistics Source: blog.cleancutmedia.com

24. Recent Activity Publisher Info Videos

25. Videos no more than 10 minutes in length You Tube Can accept High Qualify Videos Practical Uses Marketing Vocations Catholic Schools Ongoing Catholic Education (Children/Youth/Adult) PR for Upcoming Events (Arch)Bishop’s Appeal Video Diocesan Communications ? You Tube Basics / Strategy Source: Jim Friend

26. Average Age: 41 95% Are College Educated (37% Are Post-Grads) Household Income: $109,703 Male: 64% Household Income $100k+ 53.5% Own Smartphone/PDA: 34% College Grad/Post Grad: 80.1% Business Decision Maker: 49% LinkedIn Statistics Source: www. linkedintomarketing.com

27. 24% Have a Portfolio Value of $250k+ 56% Have An Account With An Online Brokerage 60% Have An Account With An Offline Brokerage 85% Viewed/Paid Bills Online in Last 30 Days 53% Monitored/Viewed Stocks Online in Last 30 Days Job Titles: C-Level Executives 7.8% EVP/SVP 6.5% Senior Management 16% Middle Management 18% 50% Are Business Decision Makers in Their Companies LinkedIn Statistics (cont.) Source: www. linkedintomarketing.com

28. Create a personal account on LinkedIn Create a group for your Diocese Give access to more than one person as the Manager of the Group Discuss listing job postings with Human Resources Communicate this with your Office of Youth and Young Adults Continue to advertise your group Strategy for LinkedIn Source: Diocese of Allentown

29. Diocese of Allentown Purchases Online Communities for Eight High Schools Source: Diocese of Allentown

30. Direct Engagement with your donors Connecting them with Friends School Mission Integrated Donor Management Software Gives a reason for Alumni to virtually return to the school from anywhere in the world at anytime. The Group is always there from the day of Graduation Gathers information about donors Purchasing an Online Community Benefits Source: Diocese of Allentown

31. Donor Management Software Online Giving Online Store Email Personalized Home Page Profile for each member - members connect with each other Facebook and other site connectivity Purchasing an Online Community Typical Components Source: Diocese of Allentown

32. If possible, purchase this as a Group (Discount) Be aware of price and add-ons Negotiate the fees for online purchases Have a strategy and timeline for rolling it out, be mindful of timing Allot time and money for training Cross train staff Purchasing an Online Community Lessons Learned Source: Diocese of Allentown

33. To the “nay sayers” in your diocese, remind them that when Cable TV was new in the early 1980’s, people first thought of it as “evil” too. Social Media engages people, so once you engage them, you’ve opened the door…stay engaged! Social Media, like Fundraising, is not a spectator sport…so don’t be shy, jump right in! Closing thoughts Source: Diocese of Allentown