View
111
Download
2
Category
Tags:
Preview:
DESCRIPTION
Claire Kerr, Director of Digital Philanthropy at Artez Interactive, explains why despite the wildly popular examples we see profiled in the news, most charities have discovered that social media is not a top-performing single channel for fundraising! Similarly, many organizations struggle to leverage the mobile channel for meaningful fundraising results. Does this mean that “social” and “mobile” have no role in your multi-channel fundraising strategy? She examines how charities like yours are using integrated social login, multimedia storytelling, gamification, mobile web, mobile apps & more to support and enhance their efforts online. To view the full one-hour webinar, including audio, visit: http://charityvillage.com/elearning/webinars/past-webinars/beyond-the-buzzwords-social-and-mobile-strategies.aspx.
Citation preview
Beyond the Buzzzzzz Words!
@snotforprofit @artezonline
Facebook.com/artezinteractive
No pink elephants!!!
• A crowdfunding campaign that goes viral!
• A super-star supporter who’s active on Twitter
• A unexpected disaster involving your cause.
• Vote-to-win contests.
You’re probably not planning for this stuff.
Meaning, we can skip over …
Social login Online video Email integration Mobile tools Social advertising Visual storytelling
Big Tip
Big Trend
86%
19%
14%
50% … log in every day
27% … are active users
The preferred network for multiple users is Facebook.
Facebook: A top referrer to fundraising & donation pages.
12% facebook
2% mobile facebook
Mobile traffic across the Artez platform
Over 12% of traffic to our fundraising & donation pages
is from mobile devices…
Up from 4% in 2011
What’s industry up to?
84% of social media use is geared towards
improving customer service. But …
Engaging customers with social media equals a 15-30% sales increase!
2012 Nonprofit Social Networking Benchmarking Report
What’s Trending?
Social Login
Big Trend
Social login is buzzing!
77% of social media users prefer
social login to traditional
registration. - Janrain
Social login is buzzing!
40% of people use a
"forgot password" feature once a month.
52% of orgs say email is most used
contact data and most difficult to verify. – Experian QAS
Social login is popular
• Facebook - 54% • Twitter - 10% • Google – 25%
How does it affect Fundraising?
We looked at lots of data so you don’t
have to …
Facebook Registration (Social Login)
Registrant signed-up using Facebook credentials
Social Login Data Pool
• 60,000+ registrants • At least 100+ social registrants in each event • $5.7 million in solicited donations
25 North American campaigns
How many registrants?
16% Highest percentage we saw was 27%
Registrant Success
40% more
than regular registrants
Fundraisers who connected their account to Facebook raised on average…
Number of Donations
30% more
individual donations
Fundraisers who connected their account to Facebook solicited more gifts…
Likelihood to Fundraise
Facebook Registrants
Non-Facebook Registrants
52% 69%
Facebook registrants are 32% more likely to raise over $0.
Facebook & Social Login Insights ….
• Giving your campaign supporters the option to use social media increases their likelihood of success.
Big Tip
Online Video
Online video consumption rose 58% in the last 12 months.
Big Trend
We’re special!
Canadians are top consumers of online video
#1
Online Video & Your Community
“In Canada, YouTube per capita consumption of video is No. 1 in the world, it’s just
absolutely crazy in terms of how
passionate Canadians are about YouTube.”
- Chris O’Neill Canada country director, Google
Storytelling
Set expectations and rules
Tie video to fundraising goals Big Tip
Involve your community
Big Tip
Tie video to donor successes
Big Tip
Thank your donors
Every Google+ Hangout On Air can be automatically saved to your YouTube account.
Big Tip
The “old” secret social weapon
Big Trend
How many email addresses are in your database?
Average charity has 1000 email addresses for every
103 Facebook fans…
Combined email & social media marketing = 28% higher open rate
Email integration with social goals
Big Tip
Use social to source valuable addresses
Big Tip
Use social to share your email content
22% of people regularly share email content with their networks!
The unavoidable intersection of social & mobile
Big Trend
Canada is catching up?
Smartphone penetration is reaching 50%
Smartphones sales now surpass computer sales globally.
Mobilegiving.ca
4% of mobile users have donated by text in Canada
47% of text donors were prompted by TV
Trends for Mobile Channels
24 % decrease in the number of organizations with active
text-to-give programs
27% increase in the use of mobile websites …
Mobile web
The visible mobile channel
12% of traffic to our fundraising & donation pages
is from mobile devices…
The visible mobile channel
10-17% of peer-to-peer fundraising participants
are logging in on a mobile device…
In peer-driven or crowdsourced campaigns across our platform ...
3 - 7% of donations
are made through mobile devices
Mobile donation is no longer a
“nice to have”.
Big Tip
Mobile Facebook users are
2x more active than non-mobile users
Most Twitter users access your tweets through a
mobile client.
60% Big Tip
Charities & Mobile Apps ...
Mobile apps for fundraising
The power of push notifications
How does mobile impact fundraising?
24% of event
registrants logged into fundraising tools on mobile web, used a mobile app or fundraised with both.
Event participants who use mobile apps for fundraising raise 2.2x more than non-mobile participants
Participants who use mobile web & mobile apps raise 2.9x more.
&
Why?
Number of donations per participant
Do mobile participants
get more donations?
Yes!
Using mobile web & mobile apps increases the number of donations
by 113%
Yep
Impact on activation?
Mobile is a sweet spot for peer-driven or crowdsourced
events & campaigns
Big Tip
Mobile Payment Option
Expansion
Your New Offsite Toolkits
Text WARHOL to 69866 to subscribe!
Get SMS numbers in your database
Big Tip
Epic Mobile Messaging!
Use mobile optimized platforms
Big Tip
Google GoMo: www.howtogomo.com
Big Tip
Social advertising
Big Trend
Where are the trends going?
89% of all agencies
spend ad dollars on...
… of 2012’s total ad spend was on
social networking sites!
$4.8 billion
You love retargeting!
Facebook ads & testimonials
“Our research shows people are 68% more likely to purchase something when they
see the name of someone they know associated with it.”
Rosa Birch, Facebook policy team
Sponsored Ads & Stories
Cost per Click CPC
vs
Cost per thousand impression CPM
Acquisition through social advertising?
193 new
participants
ROI: 3.2
29 new
participants
ROI: 10
Target online supporters even better!
Where do your supporters spend their time …?
Time spent on the internet: 26%
Advertising budget on internet: 22%
Time spent on mobile devices: 10%
Advertising budget on mobile: 1%
Visual Storytelling
Big Trend
Complex issue: Visually represented
The rise of meme culture
Quotes & sayings!
Visual.ly/create
Big Tip
Pinterest beat YouTube, Reddit, Google+, LinkedIn & Myspace combined for
referral traffic.
2 million use its Facebook App daily.
Fastest-growing social network in the last 12
months
Pinterest.com/source/yourdomain.org
10% more likely to purchase Big Tip
Big Tip
Statigr.am
The professionalization of social media activities
Big Trend
43% of nonprofits allocate no budget for social media activities.
What % of your donations are directly referred from social sites?
Not a Google Analytics whiz?
Scheduled social reports
Big Tip
Track time & day! Big Tip
Be first to know ...
Big Tip
Working social into campaign management
Editorial Calendars for Social Activities
Why Editorial Calendars?
• Simplifies your reporting
• Quantifies the work you do!
• Tracks the time spent on different channels
• Visualizes “real estate” demands
• Identifies top & poorly performing content
Big Tip
Reminds your coordinators to ask for money…
The New Ultimate Social Buzzword …
“Cross-channel” or
“Multi-channel”
Facebook Fundraising White Paper
Free download at Artez.com !
@snotforprofit ckerr@artez.com
Facebook.com/artezinteractive
Recommended