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Very few nonprofits raise money “on” social networks in a vacuum. You can encourage followers to become fundraisers by leveraging The Social Fundraising Effect. Come explore how nonprofits raise money with this powerful channel by building networks, engaging social communities, optimizing social presence for fundraising, building advocates, and empowering fundraisers.
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February 10, 2014
Embracing the Power of the Social Fundraising Effect
Change, Change, Change [ social media trends & stats ]
Facebook’s CFO said the site is no longer the cool hangout spot for some kids:
“We did see a decrease in daily users.”
Teen Facebook Usage
http://techcrunch.com/2013/10/30/facebook-teens-drop/
Of Mobile Users Actively Use Instagram.
18%
http://pewinternet.org/~/media//Files/Reports/2013/PIP_Photos%20and%20videos%20online_102813.pdf
What Facebook Paid for Instagram in April 2012
$1,000,000,000
http://mashable.com/2012/04/12/instagram-worth-1-billion/
Of Teens Say Twitter is Their Most Important Social Network
26%
http://www.businessinsider.com/facebook-and-teen-user-trends-2013-10
Of Teens Say Facebook is Their Most Important Social Network
Down 42% from year before (2012)
http://www.businessinsider.com/facebook-and-teen-user-trends-2013-10
23%
Number of Photos Sent Daily Via Snapchat.
400 Million
http://www.forbes.com/sites/parmyolson/2013/12/19/watch-out-facebook-whatsapp-climbs-past-400-million-active-users/
Number of People Using WhatsApp For Messaging.
16 billion messages a day.
500 million images a day.
http://www.forbes.com/sites/parmyolson/2013/12/19/watch-out-facebook-whatsapp-climbs-past-400-million-active-users/
400 Million
Pinterest drives more traffic to publishers Than Twitter,
LinkedIn, Reddit combined.
Only Facebook Referred More Traffic.
3.7% of All Traffic
http://mashable.com/2013/10/15/pinterest-referral-traffic/
Microsoft’s recent investment in Foursquare and its layer of
trusted geo-data.
Google paid $1.1 billon for Waze.
$15 Million
http://www.wired.com/business/2014/02/tracking-war-foursquare-microsoft/
Know Your Audience [ target your message ]
WHO? Young, techie men + early adopters.
400+ million users dominated by men (71%).
About 50% of Google+ users are 24 or younger.
http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
WHO? Your mom, sister, girlfriend, wife,
daughter, crafters, DIY-ers, and foodies.
70 million users that 68% are women.
50% of users have kids. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
WHO? Customers, friends, fans, people with affinity
People 45+ make up 46% of Facebook users.
Over 1 billion users | 2nd most visited site behind Google. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
WHO? Acquaintances mixed in, along with
prospects, press, and influencers
28% African American & 14% of Hispanic vs. 12% White.
560 million users || 29% of users are 18-29 age group.
http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
WHO? Professionals, educated adults,
recruiters, and businesses (major donors!)
50% Male & 50% Female.
240 million users | 79% are over 35 years old. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
Who’s raising money
on social media?
Very Few Raising Very Little
2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
Where Are Nonprofits Showing Up?
2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
What Are Nonprofits Prioritizing?
2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
Who is Responsible?
2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
How Are They Measuring?
2012 Social Network Benchmark Report Blackbaud, NTEN, Common Knowledge www.nonprofitsocialnetworksurvey.com
Key Findings
1. The Average Respondent Facebook & Twitter Communities Grew by 30% and 81%, respectively.
2. The Most Common Fundraising Tactic on Facebook is an Ask for an Individual Gift.
3. Respondent Budgets and Staffing for Commercial Social Networks Continue to Climb
4. The Top 3 Factors for Success on Social Networks: Strategy, Prioritization, and Dedicated Staff
5. Facebook Advertising is Used Primarily to Meet Non-Fundraising Goals
6. Google+ Struggling to Gain Momentum and Pinterest Pops as Top Newcomer.
Some current donors… And a LOT of future supporters!
Who Makes Up These Communities?
Gen X and Gen Y Are The Future
The Social Fundraising Effect
The Social Fundraising Effect
The Social Fundraising Effect
Human Rights Campaign: Stand for Marriage
The Social Fundraising Effect
Awareness
Launch a Like Campaign
Target Your Supporters Paid Advertising
Integrate & Promote Social Accounts
The Social Fundraising Effect
Engagement Engagement
Customer Service - Community
Editorial Calendar
Test. Rinse. Repeat.
The Social Fundraising Effect
Conversion Conversion
Host a Tweetup
The Humane Society
Capture Emails & Volunteers
The Social Fundraising Effect
Advocacy Advocacy
Share Your Donation
Empower Supporters to Share
Focus the Crowd with a Petition
The Social Fundraising Effect
Fundraising Fundraising
Peer-to-Peer Fundraising
Crowdfunding Tools
Cause Marketing
The Social Fundraising Effect
The Social Fundraising Effect
The Social Fundraising Effect
Questions?
Embracing the Power of the Social Fundraising Effect February 10, 2014
Thank You! @MelMatho @ChadNorman
