2.8.13

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AFP Houston’s Annual Fundraising Conference

2.7.14Presented by the Association of Fundraising Professionals, Greater Houston Chapter

Effective Social Media Campaigns: the Who, What, Where and Why

Lisa M. Chmiola, CFRE @houdatlisaHenna J. Tayyeb, M.Ed. @henna_tayyeb

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What’s your platform?

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What’s your platform?

• Facebook• Twitter• LinkedIn• Pinterest

• Instagram• You Tube

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Stages of social media success

AwarenessEngagementIntegration

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Stage 1: Awareness

It’s see and be seen:• 46% median increase of Facebook fans• 264% increase in Twitter followers. • FB remained largest social media presence for most

groups surveyedeNonprofit Benchmarks study, 2012 social media growth

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Stage 2: Engagement

It’s all about making and involving fans and friends:• Top action Millennials take online: connecting to an

organization’s social media channels to stay engaged with updates.

• 84% of respondents call on friends when fundraising.• 40% promote a cause on social networks.

– Millennial impact study stats

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Stage 3: IntegrationIt’s not just about the dollars…• 48% of individuals identified as prospect researchers use

social media at least daily for their work• 85% use social media for finding details related to

employment, education, relatives and marital status• 62% are using it to identify interests, causes or missions for

which prospect may have affinity

– WealthEngine white paper “Fundraising’s Social Revolution: How Social Media is Changing Nonprofit Culture and Practice”

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Stage 3: Integration

… but it really is! Adding social media adds dollars:• 20% increase in # donations• 21% more funds raised

– 2013 eNonprofit Benchmarks study (2012 results)

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Cycle of Social Media

Awareness = DiscoveryEngagement = CultivationIntegration = Solicitation

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Case Study: Rice University Centennial Campaign

• Social media @Rice• Why the # matters• Build it and they will come!• How do you know it worked?– 1300 tweets using #Rice100– 3100 tweets about Centennial in general– Houston trending topic for weekend

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Case Study: Rice University Centennial Campaign

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Case Study: Rice University Centennial Campaign

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Case Study: UNHCR – Canada 2013 WorldRefugee Daycampaign;

Used direct mail, email, social media

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Case Study: UNHCR – Canada

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Case Study: UNHCR – Canada Results:1. Online revenue increased by 422%2. Facebook traffic increased 59%, and more

than 304% from m.facebook.com over same period in 2012

3. Website traffic on World Refugee Day up 50%

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Case Study: UNHCR – Canada Lessons learned:1. Plan all posts on a calendar for the campaign;

pay special attention to high media interest days.

2. Test everything; don’t be afraid to make changes after each piece or post to refine.

3. Develop a message that engages broad audiences.

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Case Study: Detroit

Children’s Center

Integrated social media into annual

appeal

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Case Study: Detroit Children’s Center

• Ramped up social media engagement before integration into appeal

• Established task force of staff, volunteers and donors to share messaging

• Measured as posted – but not immediately

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Case Study: Detroit Children’s Center

Results:• Online donations = 21% of revenue• Mobile traffic increased 78%• Significant increase in social media activity

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Live Case Study

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What’s on the horizon?

Crowdfunding:• Like venture capital for philanthropy• Middlebury College in Vermont-has raised

more than $600k since 2008 through two crowdfunding sites where donors select projects to support

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Questions?

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See you in San Antonio!

ICONMarch 23-25