2.8.13
Logo cover
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: 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
