Upload
alaina-oconnor
View
213
Download
0
Tags:
Embed Size (px)
Citation preview
Implementing a Social Media Marketing
Program for Fundraising
“We need to be on Facebook.”
This is not a social media marketing plan.
Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise its not better.
Overheard by Avinash KaushikAnalytics Evangelist, Google
Ask yourself... How can social media support our marketing and fundraising objectives?
Ask yourself...
“The minute you talk, people will expect you to listen.”
What do donors look for in philanthropic social media?• information from a highly credible or quality source• a trusted organization• interacting with other donors• interact with philanthropic experts
- Community Philanthropy 2.0 Survey, Mashable
Josh Bernoff - June 2009“Why marketers have troublewith full-duplex social technology”
Stop thinking “campaigns” and start thinking “conversations.”
Marta KaganManaging Director, Espresso
What do my donors want from me?
Choosing the right tool for the jobWhat are you trying to do?
Inspire
Choosing the right tool for the jobWhat are you trying to do?
Connect
Choosing the right tool for the jobWhat are you trying to do?
Communicate
Choosing the right tool for the jobWhat are you trying to do?
Communicatein real time
Case study Facebook DonorBadgeUC Berkeley New Alumni Challenge
Case study Facebook DonorBadge
Case study Facebook DonorBadge
Case study Facebook DonorBadge
Case study Facebook DonorBadge
Metrics Sept 2009
Oct 1-27, 2009
Total number of online donors 613 391
Donors who used donorbadge 81 (13%) 68 (17%)
Donors who shared on Facebook Newsfeed
47 (8%) 31 (8%)
Potential no. of friends reached via Newsfeed (avg. no. of friends per donor = 130*)
6110 4330
No. of conversions to Giving Site 55 40
Potential additional gifts (@ $150 / donor)
$8,250 $6,000
* Facebook Statistics
Case study Facebook DonorBadge
DT ’04, ’07 25 25 25
NC ’05 200 50
MC '05, '07 50 25 75 25
MS '08 25
GL '08 25 10
MK '04 25 30
CL '07 30
MC '64 200 1,000 25 75
LL '08, '09 60
MC '07 50 25
LY '09 125 29 100
Case study Facebook DonorBadge
Benefits:
• extends the network of donors
• creates word of mouth momentum
• increases participation through peer influence
• engages young alums through social networks
• enriches giving experience with personal touch
Case study Burma: It Can’t Wait
Goals:
• branding/outreach campaign
• educate and promote action
• raise awareness and support
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Case study Burma: It Can’t Wait
• 50 videos distributed on YouTube
• celebs educating and asking for public support
• videos direct traffic to microsite
Case study Burma: It Can’t Wait
• microsite provides additional information about Burma
• encourages people to spread the word about conditions
• invites people to help raise money to support relief efforts
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Case study Burma: It Can’t Wait• facebook app provides info on campaign
• encourages word-of-mouth marketing, participating
• link to support campaign
Case study Burma: It Can’t Wait
Results:• 1M+ views of videos
• video embedded in 100s of blogs
• coverage in NYT, LA Times
• facebook app had 2x average friend-acceptance rate
• microsite had 6:48 minute average user engagement
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Case study #BeatCancer
Social media rules to live by
• be a “who” not an “it”• establish trust• listen and learn• create social media policy• manage risk• collect data• experiment, lightly
Social media rules to live by
be a “who” not an “it”
Social media rules to live by
establish trust
Social media rules to live by
Listen and learn
Social media rules to live by
Create a social media policy
loss of trustcommunity backlashlegal action
Manage risk
Social media rules to live by
Collect data
Social media rules to live by
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
“Social Media Measurement: It's Not Impossible”Journal of Interactive Advertising
Chris Murdough, Mullen Advertising
Collect data
Social media rules to live by
Innovative measurement techniques:
Facebook campaign that counted how many women were willing to make a statement online about cervical cancer
Marketers at Dell seeing if searches on their products were more likely to land on their own blogs than on negative reviews.
Josh Bernoff, Forrester Research
Social media rules to live by
Experiment lightly, or
“Try again. Fail again. Fail better.”
• One-off student-made video vs.
expensive flash campaign• Test with emerging technology vs.
contract with established vendor• Interact with community before putting
up Facebook Fan page
Social media: worth the investment?
Social media: worth the investment?
• ownership, advocates• people • time• tools• community / risk management• long-term commitment
Social media: measuring ROI
Discussion
Case study: Facebook DonorBadge
Case study Facebook DonorBadge