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Using real-world case studies we'll look at why social networking is valuable for nonprofits, and how it can be used for fundraising.
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Social Networking for FundraisersBy Frank Barry (Blackbaud) and Jeff Patrick (Common Knowledge)
Page #2 © 2009 Blackbaud
Who’s Talking?
Jeff PatrickPresidentCommon Knowledge
@commonknow ^jp
Frank BarryManaging ConsultantBlackbaud
@franswaa
Page #3 © 2009 Blackbaud
In this session, using real-world case studies we'll look at why social networking is valuable for nonprofits, and how it can be used for fundraising:
Why Social Networking?
Examples and Case Studies
Return on Investment
Social Networking for Fundraisers
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Why should I be using social networks?Some stats to ponder …
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50 Million Users?
How long did it take for these mediums to reach 50 M users
· Radio: 38 years
· TV: 13 years
· Internet: 4 years
· Facebook added 1 M users in 9 months
Source: http://www.socialnomics.com
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Facebook YouTube Twitter LinkedIn MySpace
74.0%
46.5% 43.2%
32.9%
26.1%
Percent of Nonprofits
Commerical Sites
Popularity of Commercial Social Networks
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5391
1905
291 286 268 243
0
1000
2000
3000
4000
5000
6000
Community Size
Facebook MySpace LinkedIn Twitter YouTube Change.org
Commercial Sites
Average Community Size of Nonprofits on Commercial Social Networks
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0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
29.1%
9.2% 6.6% 5.5%4.4% 1.0%
Percent of Nonprofits
Commercial Sites
Fundraising Revenue on Commercial Social Networks (last 12 months)
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0.0%
20.0%
40.0%
60.0%
80.0%
2,500 or less 2,501 - 10,000 10,001 or more
74.4%
12.2% 13.5%
Percent of Nonprofits
Registered users
Size of Communities on Nonprofits' House Social Networks
Page #11 © 2009 Blackbaud
0.0%
20.0%
40.0%
60.0%
80.0%
$0 - $10K $10,001 +
74.7%
16.4%8.8%
Precent of Nonprofits
Amount Raised
Fundraising on Nonprofits' House Social Networks
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Online EcosystemIntegrated Fundraising is the only way to go
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External Networks
Organization
Website
Campaign
Corp
Partners
Coalition
Partners
Blogosphere
Internal Networks
Online Ecosystem (Integrated Fundraising)
Org
Blog
OrgTwitter
Account
OrgFacebook
Page
Page #14 © 2009 Blackbaud
Online Ecosystem: LIVESTRONG (Integrated Fundraising)
TwitterFacebook
YouTube
Flickr
Website
BlogEvents
Page #15 © 2009 Blackbaud
Online Ecosystem: LIVESTRONG (Integrated Fundraising)
Property Audience Objective
Web Site New & Returning Information Portal; Fundraising
Email List Donors, supporters, participants, volunteers
Fundraising, Advocacy
Blog Media, community, prospects
Humanize; Personalize; Influence; Stories; Acquisition
Facebook Supporters Communication, Community; Acquisition
Events Fundraisers/Advocates Fundraising; Awareness
Twitter Professional Influencers Real-time news; Acquisition
YouTube All Video Hosting; Acquisition
Page #16 © 2009 Blackbaud
140 Smiles CampaignTwitter Fundraising Case Study
Page #17 © 2009 Blackbaud
140 Smiles Campaign
Nonprofit: Operation Smile
Campaign: 140Smiles
Fundraising Goal: $33,000
Actual: $23,250 In-Process
Time Period: May 31 – Sep 15 2009
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140 Smiles Campaign
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140 Smiles Campaign
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140 Smiles Campaign
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140 Characters for 140 Smiles Campaign
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140 Smiles Donation Interface with Twitter
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140 Smiles Donation Interface with Twitter
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140 Smiles Donation Interface with Twitter
Page #25 © 2009 Blackbaud
EpicChange
12for12k
TwestivalCase studies on social network influence
Page #26 © 2009 Blackbaud
Epic Change
Campaign: Tweetsgiving
Fundraising Goal: $10,000
Actual: $11,131 372 contributors $29.92 avg gift
Time Period: Nov 25 – 27 2008
Page #27 © 2009 Blackbaud
12for12k
Campaign: Tweet-a-Thon
Fundraising Goal: $12,000
Actual: $15,549.69
Time Period: Dec 1 – 31 2008
Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/
Page #28 © 2009 Blackbaud
Charity : Water
Campaign: Twestival
1,000 volunteers
202 cities joined
10k + attended
Actual: $250k
Page #29 © 2009 Blackbaud
Friends for PeaceCase Study
Page #30 © 2009 Blackbaud
30
Friends for Peace Campaign
www.friendsforpeace.org
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Friends for Peace Campaign
Map of Supporters
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Friends for Peace Campaign
Objectives · List building, donor cultivation & activation· Be positive, not negative · Connect supporters to one another and to AFSC
Channels· Online: Email, search engine ads, banner ads · Offline: Print ads, direct mail
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33
Friends for Peace Campaign
Direct Mail· Friends for Peace Sign: Folded over as envelope· Letter: Your support for peace and the work of AFSC
Results“Most successful package in years”
· Jan 08: 100K pieces -May 08: 200K• Response Rate: 1.6% ● Response Rate:1.5%
· Mar 08: 200K pieces• Response Rate: 1.3%
Page #34 © 2009 Blackbaud
Beat CancerCreativity and Partnership
Page #35 © 2009 Blackbaud
#BeatCancer
24 hours
Twitter, Facebook and Blogging using #BeatCancer
1 penny per message donated
209,771 mentions in 1 day
100 M overall impressions of the #BeatCancer
Set world record for online impressions
Raised over $70,000 Sponsored by Ebay/Paypal and MillerCoors Brewing
All money will be donated to non-profit cancer organizations
Page #36 © 2009 Blackbaud
House Network, Facebook & CausesAnnual Fund Giving – Two Case Studies
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Annual Fund Individual Giving
37
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Annual Fund - Causes
38
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Gift Fundraising
39
Don't just send friends any gift, send a gift that makes a difference. 50% of all proceeds go to animal charities you choose. Adopting pets from Pets Cybershelter helps REAL animals! Send friends a Facebook family member or adopt pets for your page
Page #40 © 2009 Blackbaud
FacebookExtending Peer to Peer Fundraising
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Peer to Peer Event Fundraising
1 M+ walkers
450+ events
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Peer to Peer Event Fundraising (Events Site)
Event Site
Registrant Page
Registrant Giving Form
Registrant Email Tools
Team Tools
Promotional Tools· Donor Recognition· Gift Thermometer· Offline Giving Options· Phone Support
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Peer to Peer Event Fundraising (Go Social)
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Peer to Peer Event Fundraising: Results
WebsiteNumber of
GiftsTotal $ Raised
Average Gift Amount
Facebook 511 $22,662.48 $44.35
Twitter 180 $7,710.00 $42.83
Total 691 $30,372.48 $43.95
370+ events have activated Twitter or Facebook
Website Active Users*
FaceBook 1607
Twitter 951
Total 2558
*Participants that have sent at least one message
Although Facebook has only been out for ½ as long as Twitter, it has surpassed Twitter in Active Users.
Participants have raised nearly 3x more with Facebook
Page #45 © 2009 Blackbaud
WebsitePotential
Impression*Total Click
Thru Click Thru
Rate GiftsConversion
Rate Total Raised
$ Generated per
impression
FaceBook 192840 79410.04117921
6 511 0.0026499 $22,662.48 $0.12
Twitter 66570 131380.19735616
6 180 0.0027039 $7,710.00 $0.12
259410 21079 691 $30,372.48
* Average of 120 Friends for Facebook & 70 Followers for Twitter
But Twitter has drastically higher Click Thru Rate
Conversion Rates and $ Generated per impression are remarkably similar
Facebook Generates more impressions
Peer to Peer Event Fundraising: Results
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Facebook Event Fundraising (Mass Advertising via Facebook Page)
46
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Facebook Event Fundraising (Widget)
http://www.facebook.com/StartWalkingNow
Displays on personal profile
Org/Event branded
Fundraising focused
Personalized giving results
Personalized donation link
Progress meter
Wall and news feed updates
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Facebook Event FriendRaising (Leveraging Networks)
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Facebook Event Engagement Continues
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Community Site - Sponsorship
50
Sponsorship $$
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Profile Badge Sponsorship
51
Arthritis Foundation
MySpace,Facebook &House NetworkBadgeSponsorship ($$)
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House Network - Banner Advertising
52
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Return on InvestmentThinking about the all mighty ROI
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ROI for Social Networking Sites & Communities
Soft ROI
· Awareness & branding· Education· Higher level of engagement· Higher affinity for organization· Community Building· Email List Acquisition· Advocacy· Volunteer recruitment
Hard ROI
· Individual annual or membership fundraising· Event fundraising
(peer-to-peer)· Major Donors· Advertising· Underwriting· Sponsorship· Cause Marketing· Grants
Page #55 © 2009 Blackbaud
Questions?
Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/
Page #56 © 2009 Blackbaud
Social Media Webinar Serieshttp://www.blackbaud.com/bb/internet/social-media.aspx
Page #57 © 2009 Blackbaud
Frank BarryManaging ConsultantBlackbaud858.795.8947
www.blackbaud.com [email protected] @franswaa (http://twitter.com/franswaa)
The End … We appreciate your time!
Jeff PatrickPresident & FounderCommon Knowledge
[email protected]@commonknow (http://twitter.com/commonknow)