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Utilizing social networks to gain access to new donors and advocates - the presentation from my panel talk at 2007 DMA Nonprofit conference
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Social Networking
International Rescue Committee
Social Networking – Why?
• Utilize social networks to gain access to new donors and advocates– Drives donations (find new donors)
– Petition Signatures (find new activists)
– Increases “subscribers”• Newsletter, RSS, iTunes etc…
What’s Working
• Referral traffic• Specific conversions
– Stop Violence Petition
– Newsletter signup
– Donations
• New, younger audience reach
What’s Not Working
• Not a complete picture statistically – Some data hard to get
• RSS, Flickr, SecondLife etc…
• Staffing model
Myspace
Measuring Success
• Referral traffic• Specific conversions
– Stop Violence Petition– Newsletter signup– Donations
• But…– No data/hard to get
• RSS, Flickr, SecondLife etc…
• Not a complete picture statistically
Stop Violence Petition• Stop Violence Petition
– The Long Tail: 85 different referrals/sources
Best Practices - Beginners
• What are you waiting for – get going!
• Learn on your own – set up your own profile!
• Think hard about “identity” management
• Don’t worry too much about tracking at first
• Make life easy - repost existing content/images/video
• Include a way to sign up for your e-newsletters
Thank You!