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The current state of social media, the social media cycle as related to the fundraising cycle, and case studies of nonprofits successfully using social media to impact fundraising. Presented to AFP San Antonio Chapter June 19, 2014
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Social media & the development plan: pairing up for a #fundwin
Lisa M. Chmiola, CFREAFP San Antonio Chapter June 19, 2014@houdatlisa [email protected]
Pop Quiz!
How many social media platforms/applications can you
name?
Prizes for contestants with the most!
What’s your platform?
Hot Apps
FacebookTwitterLinkedInPinterestInstagramYou Tube
Up and Coming
SnapChatVineFourSquareTumblr
Stages of Social Media success
Awareness
EngagementIntegration
Look familiar?
Discovery
CultivationSolicitation
Social Media Stage 1: Awareness
It’s see and be seen:
37% increase of Facebook fans
46% increase in Twitter followers
Social media growing at a faster rate than email or website traffic
– 8th annual eNonprofit Benchmarks study, 2013 social media growth
How are you making constituents aware of your social media
presence? List
Invite
Build a team
Social Media Stage 2: EngagementIt’s all about making, involving fans and friends:
Top action Millennials take online: connecting to an organization’s social media channels to stay engaged with updates.
84% of respondents call on friends when fundraising.
40% promote a cause on social networks.
– Millennial impact study stats
How are you engaging on social media?
Share meaningful content
Call to action
Respond, don’t ignore!
Social Media Stage 3: IntegrationIt’s not just about the dollars…
48% of prospect researchers use social media at least daily for work
85% use social media to find details related to employment, education, relatives and marital status
62% use it to identify interests, causes or missions for which prospect may have affinity
– WealthEngine white paper “Fundraising’s Social Revolution: How Social Media is Changing Nonprofit Culture and Practice”
Social Media Stage 3: Integration
… but it really is!
Focusing on online giving adds dollars:
14% increase in # donations and online revenue25% increase in monthly giving, which was 16% of online giving
– 2014 eNonprofit Benchmarks study (2013 results)
How does this fit in your development plan?
Development plan comes first
Determine communication channels
Develop social media plan
Case 1: University Anniversary
Importance of the #
Internal plan first
Measurement
Case 2: Human Services International Awareness Day
Used direct mail, email, social media
Case 2: Human Services International Awareness Day
Case 2: Human Services International Awareness Day
Case 2: Human Services International Awareness Day
Results:1. Online revenue increased by 422%
2. Facebook traffic increased 59%, and more than 304% from m.facebook.com over same period in 2012
3. Website traffic on World Refugee Day up 50%
Case 2: Human Services International Awareness Day
Lessons learned:
1. Calendar campaign posts
2. Test everything; don’t be afraid to make changes
3. Develop a message that engages broad audiences
Case 3: Children’s Services Annual Fund
Integrated social media into
annual appeal
Case 3: Children’s Services Annual Fund
Ramped up social media engagement before integration into appeal
Established task force of staff, volunteers and donors to share messaging
Measured as posted – but not immediately
Case 3: Children’s Services Annual Fund
Results:Online donations = 21% of revenue
Mobile traffic increased 78%
Significant increase in social media activity
Case 4: High School Young Alumni Engagement
Challenge = young alumni still in college
Focus on relationships while still students
Stay connected via social media post-graduation
Questions?
How do you plan to integrate social media in your development efforts?
