Social Media + Social Data = Fundraising Success

Susan Chavez, Marketing & Communications Consultant

Social media is...

Are you listening?

Really?

Consider...46% Facebook fan & 264% Twitter followers growth

In 2012, online revenue increased by 21%

33% of online donations are driven by email

Monthly giving revenue grew 43%

Tell me about yourself...

Social DataPublicly available & easy to access

Real time / Current

CRM?

Strategies

Emails

Campaign landing pages

Access

Highlight

Incentivize

Super Connector

Minority

Influential

All over social media

Creators

EngagersActive on social media

Influential within their network

Share

LurkerMajority

Quiet

Prefer networking within smaller circle

Active on 1-2 social networks

NewbieFirst-impression is key

Ladder of engagement

Foundations are staffed by people!

Nonprofit Grantee use of Funder Social Media

18% of grantees engaged with funders in 2012

up from 16% in 2011

38% of grantees reported not knowing whether funders use social media

10% accessed funder Facebook pages

Ways to Engage with Funders

Listening dashboard

Email Subscription

RSS

Share

Comment

Wrap-Up

Listen and pay attention

Identify who your supporters are

Engage with funders as you would individual supporters

Connect with supporters based on who they are and where they are

References“Understanding the Value of Your Social Media Influencers: How to Identify and Empower Those Who Can Engage an Entire Community.” Blackbaud. June 2012.

Grantees’ Limited Engagement with Foundations’ Social Media.” Center for Effective Philanthropy. 2012.

"2013 eNonprofit Benchmarks Study.” M&R Strategic Services & NTEN: The Nonprofit Technology Network. 2012

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