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3/20/09 Marion Conway Consulting 1
Marion ConwayMarch 18, 2009
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Online Giving Trends Online Giving Trends Online Giving Trends Online Giving Trends and and and and
Social Networking Social Networking Social Networking Social Networking
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Giving Trend Concerns
� 41% Stopped donating to at least 1 nonprofit in past 5 yrs - overwhelmed by appeal letters
� 34% Concerned organizations spent too much on fund raising
� 29% giving more to fewer causes
� 29% donating more to local charities rather than nationalChronicle of Philanthropy – Conducted in January 2009 by Cygnus Applied Research, the survey polled 17,365 people who had given in the past to charity.
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Trends in Online Giving
11% Growth in website traffic for small nonprofits
23% Growth in Online Giving
$61 Average Gift
Email open rates have fallen to 14% from 22% last year
Source: Convio 2008 Benchmarks Study – 400 Participating Nonprofits
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2008 Convio Study Results
� Online Giving was over $10 Billion
� 51% Wealthy Prefer to Give Online
Source: Convio Wired Wealthy Research Report
Your Donors are Online
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Wired Wealthy Report Results
� Nonprofit websites lack inspiration, connection, and opportunity for deeper engagement
� Nonprofit emails are not inspiring
� 80% have made donations online
� Benefits of making donations online:
� speed and efficiency – less cost for admin
� credit card miles
� donation-tracking abilities
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Web 1.0 and 2.0
Web 1.0
Website, Email
Web 2.0
Social Media
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Web 1.0 Basics
� Website – Update Frequently
� Link! Link! Link!
� Eliminate Outdated Info
� Donate Now – Check and Update
� Email Newsletter
� Update Guidestar
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It’s Not Just a Donate Now Button……
• Size of donation button matters
• Significant increase with less fields• 30% improved – No request for title
• 22% better - Polite vs forceful header
• 22% better - Green vs red donate button
� Source: Donor Digital and Amnesty International 2008 Study
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Celebration Giving
Party with Laptop
“In lieu of gifts, you’ll be able to make a donation to Mary’s
favorite charity at the party”
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Web 2.0 Social Media Basics
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Why Should We Care About Social Media
�35% adults have a social media profile
�73% online users have read a blog
�57% have joined a social network
�55% have uploaded photos
Source: Pew Internet & American Life Project's December 2008 tracking survey
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Social Media Age Profile
Median Age of User:� Twitter 31
� MySpace 27
� Facebook 26
� LinkedIn 40
Source: Pew Research
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How About Baby Boomers?
�65% consume social media (Read blogs)
�34% Respond to social media (Comment)
�20% Join social media site
Finding: Blogs may be the best way to reach this age group
Source: Forrester Research February 2009
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Create Buzz and Build a Network…
Blog Post
“Retweets
New FollowersNew Connections
Comments
Social Networking News Sites
Friends
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Strategic Sharing It’s all about giving your message the best shot of being heard
Created by Danielle Brigida for Techsoup.org Storytelling and Social Media
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Planning First!
�What are your messages?
�Who is the audience?
�What are your social media goals?
�What is the strategy?
�How will I measure results – adapt?
�Response procedures?
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Getting Started and Becoming Established
Listen
Blog
Establish “Outposts” PresenceTwitter, Facebook, LinkedIn, Flickr
Develop Audience
Mature & New Uses of Social Media
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The Path to Success
Compliments of Beth Kanter Beth’s Blog: How Nonprofits Can Use Social Media http://beth.typepad.com/
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Neighborhood
Block PartyHildy Gottlieb
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Huge Party of People You Don’t Know
Hildy Gottlieb
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Chamber of Commerce Mixer
Hildy Gottlieb
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Listening
�Keyword Searches
�Google Alerts
�Google Analytics
�Read Blogs
�RSS Feeds
�Comment on blogs
�Facebook Groups
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What Should We Blog About?
What you know
What readers want
Blog About ThisSource: Chris Garrett, What are blogs good for?
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How Oxfam Uses Flickr
Oxfam’s campaign for coffee fair trade pricing
at Starbucks
Oxfam’s promotion of its items for sale as gifts
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Using Social Media to
Promote The Race
�Participants use Social Media to chronicle the training and preparation
�Blogging
�Training video and pictures
�Close to the race….Intensify with Twitter
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Celebration Giving with Social Media
“Help celebrate my 26th birthday with a donation to my favorite cause” (Link)
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Badges
� A small image that you invite
people to grab
� Tiny piece of sharable content
� It should be cool looking
� Incorporate your logo
� Opportunity to give
� Explain how to join a cause
� Anything you want others to talk about for you
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Mobile Giving
2008 Launch
� 10 second United WaySuper Bowl commercial
� $500K in $5 donations
� More than 100,000 new donors
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Web 2.0 Donors
� Younger
� Only give via Web 2.0
� Do not want anything on paper
� Target smaller contributions
� Have small goal campaigns
� Thank you and compliment via social media (Write on the wall)
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Keys for Success with Social Media
�Plan
�Listen
�Experiment
�Engage
�Let Go!
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Marion Conway
� Email: marionconway@aol.com
� Blog:marionconwaynonprofitconsultant.blogspot.com
� Website: marionconwayconsulting.com
� Twitter: MarionConway
� LinkedIn: Marion Conway
All photos courtesy of Creative Commons License