How to Use Social Media:Digital Marketing Integration

AGRM Pacific District Conference

October 2011

Social Media StudyA recent study conducted jointly by NTEN (Nonprofit Technology Network), Common Knowledge and ThePort Network concluded that social media is becoming a more vital part of communication, marketing and fundraising strategies for charities! The study found:

• 2010 Facebook use by non-profits hit 86%, which is up 16% over 2009.

• Twitter use grew to 60%, posting a 38% increase.• LinkedIn and YouTube remained strong with charity

usages of 33% and 48%, respectively.• Myspace was the loser, down 45% from 2009 among

fundraisers.

Social Media StudyAccording to this study of 1,173 non-profit professionals, 40% confirmed that they are getting donations from Facebook. However, 78% of these organizations raised $1,000 or less in the last 12 months. So consider these three key benefits from a deliberate and active social media strategy:

1) Advocacy (YELP Example)2) Brand enhancement 3) Development of younger donors

Social Media Integration• Be Brand-Centric®• Your Website is Your Hub.• Push People to Your Site.

– Digitally (E-blasts, Twitter, Facebook, LinkenIn, Google+, etc.)– Print– P.R.

• Remember Social Media is Social. – Be Conversational– Be Consistent– Be Careful

Case Study:

The Opportunity:

• Many past and present NBA players are B&GC alumni and outspoken supporters.

• L.A. Mayor Villaraigosa, also a B&GC alum, could be helpful.• With the storied rivalry between L.A. and Boston NBA teams, the

opportunity was ripe for a cause-related marketing connection.• With just two days notice, Brewer Direct was asked to brainstorm,

create and implement an integrated digital media campaign.

The Campaign• We were not granted use of the NBA team logos…• So a “Basketball Fan Challenge” between L.A. and Boston was

launched seeking donations to each city’s respective Boys & Girls Club.

• Unique URLs, BeGreatLA and BeGreatBOS, were formed with connections on Facebook Fan Pages, Twitter and Mobile Giving accounts all using the BeGreat brand.

• Mayors and past NBA Players conducted press releases.• E-Blasts were sent throughout the campaign.• No print media was used.

The Results• The NBA series lasted seven games which allowed the

maximum time for marketing and fundraising. • Over $400,000 was generated across both markets in under

two weeks.• Total cost of the campaign was less than $10,000.• The social media applications created buzz and drew

hundreds of interested parties.• 95% of the income came from traditional fundraising

(matching gift, phone calls to major donors, website giving).

Testing the QR Technology1-Cup Campaign®