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Rationalizing Social Media: Strategy & Cost- Benefit Analysis of Fundraising Through Social Media April 18, 2012 Generously supported by PwC Canada:
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They might often be free, but they come with hidden costs – should you use social media tools to engage and fundraise? Learn how to plan, resource, and budget for social media campaigns. No, we won’t teach you how to tweet, but we will share strategies for social media success, and give you the essential tools for your organization’s own roadmap through the land of blogs, Facebook, Twitter, e-mail campaigns, and other social media. Find out how to integrate your offline marketing and communication priorities with an online audience, and hopefully, raise more money for your cause.
Transcript of MyCharityConnects Vancouver - Rationalizing Social Media: Strategy and Cost-Benefit Analysis of...
Rationalizing Social Media: Strategy & Cost-Benefit Analysis of Fundraising Through Social Media
April 18, 2012
Generously supported by PwC Canada:
What is CanadaHelps?
A public charitable foundation that provides accessible and affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.
CanadaHelps is giving made simple.
PricewaterhouseCoopers LLP 3
PricewaterhouseCoopers LLP
About PwC
4
•PwC provides industry focused assurance, advisory and tax services for public, private and government clients in four areas:
• Corporate Accountability
• Risk management
• Structuring and mergers and acquisitions
• Performance and process improvement
•Part of a global network of firms – 154,000 people in 153 countries
•PwC service areas include our multi-disciplinary Not for Profit and Sustainable Business Solutions Practices
PricewaterhouseCoopers LLP
PwC Canada Foundation
PwC established a charitable Foundation in 2004.
Its mission is to help
build and empower community leadership
by helping employees sharing their time, expertise and resources.
5
PricewaterhouseCoopers LLP
PwC community impacts
The total number of volunteer hours donated by PwC employees during work hours over the past seven years.
6
90,000
PricewaterhouseCoopers LLP
How PwC looks at the work of our sector
Thought Leadership Publication:
Capacity Building: Investing in
not-for-profit effectiveness
Read more about the initiative:
www.pwc.com/ca/capacitybuilding
Twitter: @CSRjames
James Temple
Director, Corporate Responsibility, PwC
Rationalizing Social Media:
The Cost-Benefit Analysis of Fundraising Through Social Media
Social media (n) –
1. What journalists become after a few drinks
2. The universe of online tools, mostly free, that
allow individuals and organizations to share
their stories, updates, news, and keep up-to-date
on the goings-on of others.
Canadians log an average of more than 2,500 minutes online a month (~42 hours).
Source: comScore, 2010
Most Common Online Activities: • Email • Downloading movies • Watching television • Searching for health
information • Making purchases
Source: Statistics Canada, 2010
Source: Statistics Canada, 2010
British Columbia and Alberta have
the most people online, with 85% of the population, followed closely by
Ontario, where
81% of people use the Internet.
Province % of Population
Online
Newfoundland & Labrador 69 Prince Edward Island 77 Nova Scotia 76 New Brunswick 73 Quebec 77 Ontario 81 Manitoba 77 Saskatchewan 79 Alberta 85 British Columbia 85
Source: Statistics Canada, 2010
Most Connected Canadian Cities: • Calgary – 89% • Saskatoon – 89% • Edmonton – 86% • Ottawa-Gatineau – 86% • Vancouver – 86% • Victoria – 86%
Source: comScore, 2010
Canada has more than
, and is neck and neck with
India for 9th and 10th on the list of the countries with the most Facebook accounts.
Canada’s penetration rate of about of the
population, or of the online population, is still
one of the most significant on Facebook.
Source: comScore, 2010
21 million Canadians
visit YouTube each month
Canadians watch an average of
147 videos each month
18 – 24 year olds watch an
average of 244 videos monthly
(~18.25 hours)
Sources: comScore, 2010 | Hootsuite Media, 2010 | Trendrr, 2010
• In 2010, the number of Twitter accounts in Canada increased by 75 per cent and the number of daily tweets more than doubled
• Trendrr reports that Canadian female Twitter users are more active than male Twitter users
• Hootsuite Media saw 250 per cent growth in usage among its Canadian users in 2010
• About 5.5 per cent of its daily traffic (55,000 tweets) comes from Canadian users
The Costs
• Strategy: Social Media
• Strategy: Marketing
• Paid Services vs. Free
• Upgrades: Existing Infrastructure
• Developing Content
• Finding Followers
• Letting Go
• New To-Dos
The Costs
• Strategy: Social Media
The Costs
• Strategy: Marketing
“While you were on summer vacation more than 29,000 children under the age of 5 died of starvation in Somalia.”
“Please remember to give now to active supporting relief organizations.”
The Costs
• Paid Services vs. Free
Free Tools Paid Resources
Base levels in most e-mail newsletter programs (MailChimp, ConstantContact)
Pro Accounts for e-mail contact management
Subscriber Management - Blogs
Feedburner MailChimp
Social Networks
Facebook, Google+ Ning
Social Media Influence
Klout Radian6
Twitter/Status Update Management
TweetDeck (part of Twitter) HootSuite (Pro Account)
Blogs
WordPress, Blogger, Tumblr TypePad
Sometimes, you get what you pay for.
The Costs
• Upgrades:
Existing Infrastructure
The Costs
• Developing Content
(and Listening)
The Rule of 3
• Use the “Rule of Three” when posting content:
• 1/3 “me”
• 1/3 “you”
• 1/3 “them”
The Costs
• Finding Followers
The Costs
• Letting Go
The Costs
• New To-Dos
–Market Research
–Social Media Policies
–Measuring
–Evaluating
The Benefits
ROI
ROE
The Benefits
Return on Investment
• Better marketing & market research
• Better fundraising
Return on Engagement
• Peer-to-peer
• Unattainable, invaluable stories
• Stronger voice
The Benefits
Return on Investment
• Better marketing & market research
“While you were on summer vacation more than 29,000 children under the age of 5 died of starvation in Somalia.”
“Please remember to give now to active supporting relief organizations.”
“While you were on summer vacation more than 29,000 children under the age of 5 died of starvation in Somalia.”
“Please remember to give now to active supporting relief organizations.”
“If I look at the mass, I will never act.” - Mother Teresa
The Benefits
Return on Investment
• Better fundraising
“The donor is bothering
me…”
The Benefits
Return on Engagement
• Peer-to-peer
The Benefits
Return on Engagement
• Unattainable, invaluable
stories
The Benefits
Return on Engagement
• Stronger voice
free online resources Information about
technology and social media
Webinars
Past webinar slides
Learning opportunities
Events across the country
www.mycharityconnects.org
MyCharityConnects Conference 2012
JUNE 12 – 13 | Allstream Centre, Toronto
www.mycharityconnects.org/conference
Collaborate to build a stronger sector. Innovate to solve complex problems.
Celebrate our work and the difference we’re making.
• Join non-profits from across Canada and social media experts for the premier social media and online fundraising learning opportunity of the year.
• Registration opens in February
www.mycharityconnects.org/webinars
2012 MyCharityConnects Webinars
Join us for these FREE online information sessions that cover topics relating to online technology, social media and fundraising. Registration is open to employees, volunteers, and board members of Canadian charities and nonprofits.
April 25 - Essential Twitter Tips for Your Charity May 9 - Preparing for a Website Redesign May 23 - Editorial Calendar Essentials: Organize & Plan Your Online Communications June 27 - Elements of a Great YouTube Video
www.mycharityconnects.org/workshops
2012 MyCharityConnects Workshops
CanadaHelps often conducts workshops on the topics of online fundraising and social media in communities across Canada. Registration is open to employees, volunteers, and board members of Canadian charities and nonprofits.
Rationalizing Social Media: Strategy and Cost-Benfit Analysis of Fundraising through Social Media • April 19 – Victoria, BC (generously supported by PwC; presented in
collaboration with United Way of Greater Victoria)
Back to Basics: Developing a Social Media Strategy for Your Organization • April 19 – Victoria, BC (generously supported by PwC; presented in
collaboration with United Way of Greater Victoria) • April 26 – Barrie, ON (presented in collaboration with Barrie Public
Library)
for more great resources…
PricewaterhouseCoopers LLP
Questions?
THANK YOU!
@CanadaHelps
www.mycharityconnects.org
Generously supported
by PwC Canada:
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