CLA 2011: Connect with High Value Donors using Social Media

122
Building High Value Donor Relationships Social Media Strategies:
  • date post

    19-Oct-2014
  • Category

    Business

  • view

    758
  • download

    0

description

Kris Hoots, Steve Thomas and Carol Patterson presentation at 2011 Christian Leadership Alliance Conference in Dallas:

Transcript of CLA 2011: Connect with High Value Donors using Social Media

Page 1: CLA 2011: Connect with High Value Donors using Social Media

Building High Value Donor Relationships

Social Media Strategies:

Page 2: CLA 2011: Connect with High Value Donors using Social Media

Kris Hoots and Steve Thomas Partners

Oneicity

Phone: 206.922.2411

Website: www.oneicity.com

Blog: www.oneicity.com/blog

Facebook: www.facebook.com/oneicity

email: [email protected]

[email protected]

Carol Patterson VP Marketing

CityTeam

Phone: 408.316.6892

Website: www.cityteam.org

email: [email protected]

Page 3: CLA 2011: Connect with High Value Donors using Social Media
Page 4: CLA 2011: Connect with High Value Donors using Social Media

Underestimate the opportunity

Page 5: CLA 2011: Connect with High Value Donors using Social Media

Source: http://www.Facebook.com/stats as of April 2011

!"

#!!"

$!!"

%!!"

&!!"

'!!"

(!!"

)!!"

*+,+-.+/0!&"

1+./23/40!'"

56/780!'"

92:+0!'"

52;2<=0!'"

>,=?.+/0!'"

*+,+-.+/0!'"

1+./23/40!("

56/780!("

92:+0!("

52;2<=0!("

>,=?.+/0!("

*+,+-.+/0!("

1+./23/40!)"

56/780!)"

92:+0!)"

52;2<=0!)"

>,=?.+/0!)"

*+,+-.+/0!)"

1+./23/40!@"

56/780!@"

92:+0!@"

52;2<=0!@"

>,=?.+/0!@"

*+,+-.+/0!@"

1+./23/40!A"

56/780!A"

92:+0!A"

52;2<=0!A"

>,=?.+/0!A"

*+,+-.+/0!A"

1+./23/40#!"

56/780#!"

92:+0#!"

52;2<=0#!"

>,=?.+/0#!"

*+,+-.+/0#!"

1+./23/40##"

56/780##"

!"#$%&'()'*+,%$((-'./%&/'012'#1331(2/4'

December ’04 1 MM

April ‘11 665 MM

December ‘05 5.5 MM

December ’06 12 MM

November ‘07 50 MM

August ‘08 100 MM

April ‘09 200 MM

February ‘10 400 MM

Page 6: CLA 2011: Connect with High Value Donors using Social Media
Page 7: CLA 2011: Connect with High Value Donors using Social Media

~665 million accounts 70% outside the U.S. Half login every day Average 130 friends

Source:h*p://www.Facebook.com

200 million via mobile

Page 8: CLA 2011: Connect with High Value Donors using Social Media

Facebook now commands

about half of Social Media

Traffic Source:FacebookSuccessSummit10

Page 9: CLA 2011: Connect with High Value Donors using Social Media

~156 million blogs Over half of blogs keep family & friends updated

42% become friends with someone met on blog

63% of bloggers become advocates for a cause Source:intac.netandwikipedia

Page 10: CLA 2011: Connect with High Value Donors using Social Media

2+ billion videos watched

Each minute 24 hours of video uploaded

Source:youtube.com,techweek.org

per month

More video uploaded to YouTube in 60 days

than to all 3 MAJOR TV networks in 60 years.

30 percent of videos account for 99 percent of views on the site

Page 11: CLA 2011: Connect with High Value Donors using Social Media

~200 million accounts 1 billion Tweets a week

About ⅓ tweet about brand

Sources:April2010HuffingtonPost;January2011,Hubspot,March2011,Socialnomics

Top 3 states: MA, WA, OR

Page 12: CLA 2011: Connect with High Value Donors using Social Media
Page 13: CLA 2011: Connect with High Value Donors using Social Media

100+ million accounts 61% of users are men

About 20% are small biz

Source:LinkedIn.com,LinkedInblog,socialnomics

Execs from all Fortune 500 companies

21% age 18-24; 36% age 25-34; 36% 35-54, 7% age 55+

Page 14: CLA 2011: Connect with High Value Donors using Social Media

Of the world's 4 billion mobile phones, 25% are smart phones; 75% are SMS enabled

By 2014, mobile internet should take over desktop internet usage

Source:microsoI.com

Page 15: CLA 2011: Connect with High Value Donors using Social Media

Not knowing the tools.

Page 16: CLA 2011: Connect with High Value Donors using Social Media

Testing 1…2…3…

Page 17: CLA 2011: Connect with High Value Donors using Social Media

Inadvertent posts

Page 18: CLA 2011: Connect with High Value Donors using Social Media

Application goofs

Page 19: CLA 2011: Connect with High Value Donors using Social Media

Accidental tweets

Oops…

Page 20: CLA 2011: Connect with High Value Donors using Social Media

All about me

h*p://www.gapingvoid.com/

Page 21: CLA 2011: Connect with High Value Donors using Social Media

Trying to control it.

Page 22: CLA 2011: Connect with High Value Donors using Social Media

h*p://www.gapingvoid.com/

Page 23: CLA 2011: Connect with High Value Donors using Social Media

h*p://sararogness.typepad.com/sara_rogness/2011/04/god‐hates‐verizon.html

Page 24: CLA 2011: Connect with High Value Donors using Social Media
Page 25: CLA 2011: Connect with High Value Donors using Social Media

practical steps

connecting 9

for

with high-value

donors.

Page 26: CLA 2011: Connect with High Value Donors using Social Media
Page 27: CLA 2011: Connect with High Value Donors using Social Media

©SPckfigure2011Allrightsreserved.

Page 28: CLA 2011: Connect with High Value Donors using Social Media

1 #

It's called

social media because it's

Page 29: CLA 2011: Connect with High Value Donors using Social Media

1 #

It's called

social media because it's

SOCIAL.

Page 30: CLA 2011: Connect with High Value Donors using Social Media

SOCIAL

1 #

Page 31: CLA 2011: Connect with High Value Donors using Social Media

SOCIAL

1 #

Page 32: CLA 2011: Connect with High Value Donors using Social Media

SOCIAL

Page 33: CLA 2011: Connect with High Value Donors using Social Media

1 #

Page 34: CLA 2011: Connect with High Value Donors using Social Media

1 #

Page 35: CLA 2011: Connect with High Value Donors using Social Media

1 #

Page 36: CLA 2011: Connect with High Value Donors using Social Media
Page 37: CLA 2011: Connect with High Value Donors using Social Media

SOCIAL

1 #

Page 38: CLA 2011: Connect with High Value Donors using Social Media

SOCIAL

1 #

Page 39: CLA 2011: Connect with High Value Donors using Social Media

SOCIAL

1 #

Page 40: CLA 2011: Connect with High Value Donors using Social Media

2 #

Decide:

what's a

donor. High-Value

Page 41: CLA 2011: Connect with High Value Donors using Social Media

2 #

Baby!!!! income...

Nothing but NET

Page 42: CLA 2011: Connect with High Value Donors using Social Media

2 #

YET

Page 43: CLA 2011: Connect with High Value Donors using Social Media

2 #

relationships?

Page 44: CLA 2011: Connect with High Value Donors using Social Media

2 #

2,000 in 1978

Page 45: CLA 2011: Connect with High Value Donors using Social Media

2 #

2,000 in 1978 5,000 in 2008

Page 46: CLA 2011: Connect with High Value Donors using Social Media

2 #

2,000 in 1978 5,000 in 2008

DAILY

Page 47: CLA 2011: Connect with High Value Donors using Social Media

2 #

Who do you listen to?

Page 48: CLA 2011: Connect with High Value Donors using Social Media

2 #

Page 49: CLA 2011: Connect with High Value Donors using Social Media

2 #

Page 50: CLA 2011: Connect with High Value Donors using Social Media

2 #

Page 51: CLA 2011: Connect with High Value Donors using Social Media

2 # High-Value Donor:

Page 52: CLA 2011: Connect with High Value Donors using Social Media

2 # High-Value Donor:

Money

Page 53: CLA 2011: Connect with High Value Donors using Social Media

2 # High-Value Donor:

Money

Rela

tions

hips

Page 54: CLA 2011: Connect with High Value Donors using Social Media

2 # High-Value Donor:

Money

Rela

tions

hips

LOVE for you.

Page 55: CLA 2011: Connect with High Value Donors using Social Media

3 #

ROI is unavoidable.

Page 56: CLA 2011: Connect with High Value Donors using Social Media
Page 57: CLA 2011: Connect with High Value Donors using Social Media

3 #

ROI=

ROI=(Income-Expense)/Expense

Income/Expense

Page 58: CLA 2011: Connect with High Value Donors using Social Media

“What’s the ROI of your mother?”

~Gary Vee, April 2011

Page 59: CLA 2011: Connect with High Value Donors using Social Media

Source:flowtown.com

Page 60: CLA 2011: Connect with High Value Donors using Social Media

Source:flowtown.com

Page 61: CLA 2011: Connect with High Value Donors using Social Media

3 #

ROI= Gain/Investment

Page 62: CLA 2011: Connect with High Value Donors using Social Media

3 #

Business rules apply. Like gravity, ROI is at work.

ROI is strategy-agnostic.

Page 63: CLA 2011: Connect with High Value Donors using Social Media

3 #

Key investment:

Page 64: CLA 2011: Connect with High Value Donors using Social Media

3 #

time.

Key investment:

Page 65: CLA 2011: Connect with High Value Donors using Social Media

3 #

Decide what you're willing to invest.

Page 66: CLA 2011: Connect with High Value Donors using Social Media

3 #

Decide what you're willing to invest. and what you want to GAIN

Page 67: CLA 2011: Connect with High Value Donors using Social Media

3 #

Decide what you're willing to invest. and what you want to GAIN

and measure it.

Page 68: CLA 2011: Connect with High Value Donors using Social Media

3 #

Decide what you're willing to invest. and what you want to GAIN

and measure it.

Page 69: CLA 2011: Connect with High Value Donors using Social Media

4 #

Don't play the FB lottery.

Page 70: CLA 2011: Connect with High Value Donors using Social Media

4 #

"I have 5,000 friends!"

Page 71: CLA 2011: Connect with High Value Donors using Social Media

4 #

"I have 5,000 friends!" "We're playing Farmville."

Page 72: CLA 2011: Connect with High Value Donors using Social Media

4 #

"5,000 friends or 10 people who love you?"

Page 73: CLA 2011: Connect with High Value Donors using Social Media

4 #

"5,000 friends or 10 people who love you?" (or 11…)

Page 74: CLA 2011: Connect with High Value Donors using Social Media

4 #

Focus on few and win them.

Page 75: CLA 2011: Connect with High Value Donors using Social Media

4 #

Or focus on the RIGHT few and win them.

Page 76: CLA 2011: Connect with High Value Donors using Social Media

4 #

Or focus on the RIGHT few and win them.

Page 77: CLA 2011: Connect with High Value Donors using Social Media

5 #

Enter their lives.

Page 78: CLA 2011: Connect with High Value Donors using Social Media

5 #

"Be my friend."

Page 79: CLA 2011: Connect with High Value Donors using Social Media

5 #

"Be my friend." "I like you."

Page 80: CLA 2011: Connect with High Value Donors using Social Media

5 #

"Be my friend." "I like you."

"We do great stuff."

Page 81: CLA 2011: Connect with High Value Donors using Social Media

5 #

"Be my friend." "I like you."

"We do great stuff." "Give."

Page 82: CLA 2011: Connect with High Value Donors using Social Media

5 #

"Be my friend." "I like you."

"We do great stuff." "Give." "Give."

Page 83: CLA 2011: Connect with High Value Donors using Social Media

5 #

"Be my friend." "I like you."

"We do great stuff." "Give." "Give." "Give."

Page 84: CLA 2011: Connect with High Value Donors using Social Media

5 #

"Be my friend." "I like you."

"We do great stuff." "Give." "Give." "Give."

"Come see."

Page 85: CLA 2011: Connect with High Value Donors using Social Media

5 #

"Be my friend." "I like you."

"We do great stuff." "Give." "Give." "Give."

"Come see." "and give!"

Page 86: CLA 2011: Connect with High Value Donors using Social Media

5 #

"Be my friend." "I like you."

"We do great stuff." "Give." "Give." "Give."

"Come see."

"Matching grant!" "and give!"

Page 87: CLA 2011: Connect with High Value Donors using Social Media

5 #

"Be my friend." "I like you."

"We do great stuff." "Give." "Give." "Give."

"Come see."

"Matching grant!" "and give!"

"Give."

Page 88: CLA 2011: Connect with High Value Donors using Social Media

5 #

Enter their lives.

Page 89: CLA 2011: Connect with High Value Donors using Social Media

5 #

Enter their lives.

Page 90: CLA 2011: Connect with High Value Donors using Social Media

5 #

Enter their lives.

Really care.

Page 91: CLA 2011: Connect with High Value Donors using Social Media

5 #

Enter their lives.

Really care. It's ministry.

Page 92: CLA 2011: Connect with High Value Donors using Social Media

6 #

Learn what you can…

Page 93: CLA 2011: Connect with High Value Donors using Social Media

6 #

Learn

paying attention:

what you can…

Page 94: CLA 2011: Connect with High Value Donors using Social Media

6 #

Learn

paying attention:

what you can…

Page 95: CLA 2011: Connect with High Value Donors using Social Media

6 #

Learn what you can…

Page 96: CLA 2011: Connect with High Value Donors using Social Media

6 #

Learn what you can…

Page 97: CLA 2011: Connect with High Value Donors using Social Media

6 #

Learn what you can…

Listen a lot!

Page 98: CLA 2011: Connect with High Value Donors using Social Media

6 #

Learn what you can…

Listen a lot!

Page 99: CLA 2011: Connect with High Value Donors using Social Media

7 #

Make a list.

Page 100: CLA 2011: Connect with High Value Donors using Social Media

7 #

Make

Names, interests, activities, dogs, cats, hobbies, vacations, kids, jobs…

a list.

Page 101: CLA 2011: Connect with High Value Donors using Social Media

7 #

Make

Don't become a stalker: "You must be rich!"

a list.

Page 102: CLA 2011: Connect with High Value Donors using Social Media

7 #

Make

Don't become a stalker: "You must be rich!"

a list. "Give." "Give."

"Give."

Page 103: CLA 2011: Connect with High Value Donors using Social Media

7 #

Make Spreadsheet. Donor DB Highrise (37signals) Gist Batchbook Google Apps Shoebox

a list.

Page 104: CLA 2011: Connect with High Value Donors using Social Media

7 #

Make Spreadsheet. Donor DB Highrise (37signals) Gist Batchbook Google Apps Shoebox

a list.

Capture more than you'll ever

need.

Page 105: CLA 2011: Connect with High Value Donors using Social Media

7 #

Make Spreadsheet. Donor DB Highrise (37signals) Gist Batchbook Google Apps Shoebox

a list.

Capture more than you'll ever

need.

Page 106: CLA 2011: Connect with High Value Donors using Social Media

8 #

Connect with Kevin Bacon.

photocredit:h*p://www.flickr.com/photos/sagindie/

Page 107: CLA 2011: Connect with High Value Donors using Social Media

8 #

Connect with Kevin Bacon.

Who do they know that you want to know?

Page 108: CLA 2011: Connect with High Value Donors using Social Media

8 #

Connect with Kevin Bacon.

Who do they know that you want to know?

Page 109: CLA 2011: Connect with High Value Donors using Social Media

9 #

Work from a plan.

Try. MEASURE Fail. MEASURE Try. MEASURE

Page 110: CLA 2011: Connect with High Value Donors using Social Media

Carol Patterson VP Marketing

CityTeam

Page 111: CLA 2011: Connect with High Value Donors using Social Media

Connection Make

Personal the Donor

Choosing who you will be

Page 112: CLA 2011: Connect with High Value Donors using Social Media

Learn

World

aboutyourDonor’s

Page 113: CLA 2011: Connect with High Value Donors using Social Media

Deeper and longer relationships with

Major Donors come from connections with you

outside and inside your organization.

Page 114: CLA 2011: Connect with High Value Donors using Social Media

Learn when new things happen in their lives . . . •  celebrations like new baby, son's graduation,

daughter's wedding, birthday, vacations, job change, moving, etc.

•  tragedy in their lives (the loss of a loved one, divorce, disaster, loss of a job, etc.

•  their passions, their charities of choice

•  common interests outside the organization

Page 115: CLA 2011: Connect with High Value Donors using Social Media

DonorResearch

Page 116: CLA 2011: Connect with High Value Donors using Social Media

Using

Degrees

Social Media of Separation

forMajor DonorCultivation

6

Page 117: CLA 2011: Connect with High Value Donors using Social Media

•  Using Google, LinkedIn, Facebook, Twitter, etc.

•  Using Google maps

•  Researching their charities and ask amounts

Using the Tools

Page 118: CLA 2011: Connect with High Value Donors using Social Media

1st Annual Gala

FBFriends

TerryGarne* RobTheis BenSmith KimMiller

Page 119: CLA 2011: Connect with High Value Donors using Social Media

Ask

Making

Relationship

the Major DonorandDeveloping

the

Page 120: CLA 2011: Connect with High Value Donors using Social Media

Questions?

Page 121: CLA 2011: Connect with High Value Donors using Social Media

•  http://sethgodin.typepad.com/ •  http://mondaymorningmemo.com/ •  http://www.socialmediaexaminer.com/ •  http://mashable.com/ •  http://www.bethkanter.org/ •  http://www.chrisbrogan.com/ •  http://www.convinceandconvert.com/ •  http://www.boingboing.net/ •  http://blog.salvationarmyuse.org/ •  http://charitywater.org/blog •  http://www.toms.com/blog

Blogs We Read

Page 122: CLA 2011: Connect with High Value Donors using Social Media

Kris Hoots and Steve Thomas Partners

Oneicity

Phone: 206.922.2411

Website: www.oneicity.com

Blog: www.oneicity.com/blog

Facebook: www.facebook.com/oneicity

email: [email protected]

[email protected]

Carol Patterson VP Marketing

CityTeam

Phone: 408.316.6892

Website: www.cityteam.org

email: [email protected]