Social Networking For Fundraisers

transcript

Social Networking for FundraisersBy Frank Barry (Blackbaud) and Jeff Patrick (Common Knowledge)

Who’s Talking?

Jeff PatrickPresidentCommon Knowledge

@commonknow ^jp

Frank BarryManaging ConsultantBlackbaud

@franswaa

In this session, using real-world case studies we'll look at why social networking is valuable for nonprofits, and how it can be used for fundraising:

Why Social Networking?

Examples and Case Studies

Return on Investment

Social Networking for Fundraisers

Why should I be using social networks?Some stats to ponder …

50 Million Users?

How long did it take for these mediums to reach 50 M users

· Radio: 38 years

· TV: 13 years

· Internet: 4 years

· Facebook added 1 M users in 9 months

Source: http://www.socialnomics.com

Facebook YouTube Twitter LinkedIn MySpace

46.5% 43.2%

Percent of Nonprofits

Commerical Sites

Popularity of Commercial Social Networks

291 286 268 243

Community Size

Facebook MySpace LinkedIn Twitter YouTube Change.org

Commercial Sites

Average Community Size of Nonprofits on Commercial Social Networks

9.2% 6.6% 5.5%4.4% 1.0%

Commercial Sites

Fundraising Revenue on Commercial Social Networks (last 12 months)

2,500 or less 2,501 - 10,000 10,001 or more

12.2% 13.5%

Registered users

Size of Communities on Nonprofits' House Social Networks

$0 - $10K $10,001 +

16.4%8.8%

Precent of Nonprofits

Amount Raised

Fundraising on Nonprofits' House Social Networks

Online EcosystemIntegrated Fundraising is the only way to go

External Networks

Organization

Website

Facebook

Twitter

Campaign

Partners

Coalition

Partners

Blogosphere

Internal Networks

Online Ecosystem (Integrated Fundraising)

OrgTwitter

Account

OrgFacebook

Online Ecosystem: LIVESTRONG (Integrated Fundraising)

TwitterFacebook

YouTube

Flickr

Website

BlogEvents

Online Ecosystem: LIVESTRONG (Integrated Fundraising)

Property Audience Objective

Web Site New & Returning Information Portal; Fundraising

Email List Donors, supporters, participants, volunteers

Fundraising, Advocacy

Blog Media, community, prospects

Humanize; Personalize; Influence; Stories; Acquisition

Facebook Supporters Communication, Community; Acquisition

Events Fundraisers/Advocates Fundraising; Awareness

Twitter Professional Influencers Real-time news; Acquisition

YouTube All Video Hosting; Acquisition

140 Smiles CampaignTwitter Fundraising Case Study

140 Smiles Campaign

Nonprofit: Operation Smile

Campaign: 140Smiles

Fundraising Goal: $33,000

Actual: $23,250 In-Process

Time Period: May 31 – Sep 15 2009

140 Smiles Campaign

140 Characters for 140 Smiles Campaign

140 Smiles Donation Interface with Twitter

EpicChange

12for12k

TwestivalCase studies on social network influence

Epic Change

Campaign: Tweetsgiving

Actual: $11,131 372 contributors $29.92 avg gift

Time Period: Nov 25 – 27 2008

12for12k

Campaign: Tweet-a-Thon

Actual: $15,549.69

Time Period: Dec 1 – 31 2008

Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/

Charity : Water

Campaign: Twestival

1,000 volunteers

202 cities joined

10k + attended

Actual: $250k

Friends for PeaceCase Study

Friends for Peace Campaign

www.friendsforpeace.org

Map of Supporters

Objectives · List building, donor cultivation & activation· Be positive, not negative · Connect supporters to one another and to AFSC

Channels· Online: Email, search engine ads, banner ads · Offline: Print ads, direct mail

Direct Mail· Friends for Peace Sign: Folded over as envelope· Letter: Your support for peace and the work of AFSC

Results“Most successful package in years”

· Jan 08: 100K pieces -May 08: 200K• Response Rate: 1.6% ● Response Rate:1.5%

· Mar 08: 200K pieces• Response Rate: 1.3%

Beat CancerCreativity and Partnership

#BeatCancer

24 hours

Twitter, Facebook and Blogging using #BeatCancer

1 penny per message donated

209,771 mentions in 1 day

100 M overall impressions of the #BeatCancer

Set world record for online impressions

Raised over $70,000 Sponsored by Ebay/Paypal and MillerCoors Brewing

All money will be donated to non-profit cancer organizations

House Network, Facebook & CausesAnnual Fund Giving – Two Case Studies

Annual Fund Individual Giving

Annual Fund - Causes

Gift Fundraising

Don't just send friends any gift, send a gift that makes a difference. 50% of all proceeds go to animal charities you choose. Adopting pets from Pets Cybershelter helps REAL animals! Send friends a Facebook family member or adopt pets for your page

FacebookExtending Peer to Peer Fundraising

Peer to Peer Event Fundraising

1 M+ walkers

450+ events

Peer to Peer Event Fundraising (Events Site)

Event Site

Registrant Page

Registrant Giving Form

Registrant Email Tools

Team Tools

Promotional Tools· Donor Recognition· Gift Thermometer· Offline Giving Options· Phone Support

Peer to Peer Event Fundraising (Go Social)

Peer to Peer Event Fundraising: Results

WebsiteNumber of

GiftsTotal $ Raised

Average Gift Amount

Facebook 511 $22,662.48 $44.35

Twitter 180 $7,710.00 $42.83

Total 691 $30,372.48 $43.95

370+ events have activated Twitter or Facebook

Website Active Users*

FaceBook 1607

Twitter 951

Total 2558

*Participants that have sent at least one message

Although Facebook has only been out for ½ as long as Twitter, it has surpassed Twitter in Active Users.

Participants have raised nearly 3x more with Facebook

WebsitePotential

Impression*Total Click

Thru Click Thru

Rate GiftsConversion

Rate Total Raised

$ Generated per

impression

FaceBook 192840 79410.04117921

6 511 0.0026499 $22,662.48 $0.12

Twitter 66570 131380.19735616

6 180 0.0027039 $7,710.00 $0.12

259410 21079 691 $30,372.48

* Average of 120 Friends for Facebook & 70 Followers for Twitter

But Twitter has drastically higher Click Thru Rate

Conversion Rates and $ Generated per impression are remarkably similar

Facebook Generates more impressions

Peer to Peer Event Fundraising: Results

Facebook Event Fundraising (Mass Advertising via Facebook Page)

Facebook Event Fundraising (Widget)

http://www.facebook.com/StartWalkingNow

Displays on personal profile

Org/Event branded

Fundraising focused

Personalized giving results

Personalized donation link

Progress meter

Wall and news feed updates

Facebook Event FriendRaising (Leveraging Networks)

Facebook Event Engagement Continues

Community Site - Sponsorship

Sponsorship $$

Profile Badge Sponsorship

Arthritis Foundation

MySpace,Facebook &House NetworkBadgeSponsorship ($$)

House Network - Banner Advertising

Return on InvestmentThinking about the all mighty ROI

ROI for Social Networking Sites & Communities

Soft ROI

· Awareness & branding· Education· Higher level of engagement· Higher affinity for organization· Community Building· Email List Acquisition· Advocacy· Volunteer recruitment

Hard ROI

· Individual annual or membership fundraising· Event fundraising

(peer-to-peer)· Major Donors· Advertising· Underwriting· Sponsorship· Cause Marketing· Grants

Questions?

Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/

Social Media Webinar Serieshttp://www.blackbaud.com/bb/internet/social-media.aspx

Frank BarryManaging ConsultantBlackbaud858.795.8947

www.blackbaud.com frank.barry@blackbaud.com @franswaa (http://twitter.com/franswaa)

The End … We appreciate your time!

Jeff PatrickPresident & FounderCommon Knowledge

www.commonknow.comjpatrick@commonknow.com@commonknow (http://twitter.com/commonknow)

Social Networking For Fundraisers

Technology