Online and Social Media Marketing Through Ambassadors
-
Upload
justin-ware -
Category
Social Media
-
view
436 -
download
1
description
Transcript of Online and Social Media Marketing Through Ambassadors
![Page 1: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/1.jpg)
Bentz Whaley Flessner 1
Online and Social Media Strategies to make 2014 better than 2013 July 24, 2013
Presented by: Justin J. Ware
![Page 2: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/2.jpg)
Bentz Whaley Flessner 2
This webinar is interactive!
Send your questions in via the Q and A feature on this Live Meeting software OR tweet them in using the hashtag #BWFwebinar
![Page 3: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/3.jpg)
Bentz Whaley Flessner 3
“I just heard about this new cause on Facebook…”
![Page 4: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/4.jpg)
Bentz Whaley Flessner 4
Peer power ...especially online.
Source: Nielsen, April 2012
![Page 5: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/5.jpg)
Bentz Whaley Flessner 5
Online–the method most donors under age 65 make their first gift to a nonprofit
Source: Blackbaud.
Distribution of New Donors by Age within Origin Channel
2010 Medians
1%
12%
22% 24% 25%
11%
4%
0%
3%
9%
14%
23% 22%
27%
0%
5%
10%
15%
20%
25%
30%
18–24 25–34 35–44 45–54 55–64 65–74 75+
Joined Online Joined by Mail
![Page 6: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/6.jpg)
Bentz Whaley Flessner 6
Ambassadors acquire new donors.
Source: BWF survey.
![Page 7: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/7.jpg)
Bentz Whaley Flessner 7
The key—leveraging “online ambassadors”
Online Ambassador Def: Influential Internet users—specifically social media users—with an affinity for your organization’s mission who have a high likelihood of enlisting the support of others through their online activity.
![Page 8: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/8.jpg)
Bentz Whaley Flessner 8
When you leverage online ambassadors, you…
§ Increase fundraising online and offline. § Major gift program and annual fund can be
positively affected.
§ Acquire new donors.
§ Increase awareness of mission and opportunities for philanthropic support—create “buzz” around giving to your organization.
![Page 9: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/9.jpg)
Bentz Whaley Flessner 9
Online donors = donors with higher capacities to give
Source: 2012 Convio Study
43%
57%
Dual Channel Donors
Average income >$100,000
Average income <$100,000
38%
62%
Online-Only Donors
Average income >$100,000
Average income <$100,000 25%
75%
Offline-Only Donors
Average income >$100,000
Average income <$100,000
![Page 10: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/10.jpg)
Bentz Whaley Flessner 10
Online donors give more over their lifetimes…
Source: Blackbaud
![Page 11: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/11.jpg)
Bentz Whaley Flessner 11
Online donors give larger gifts on average.
Source: Blackbaud
![Page 12: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/12.jpg)
Bentz Whaley Flessner 12
During today’s BWF webinar, we will…
1. Look at examples of successful online fundraising campaigns.
2. Talk about the components of an effective online ambassador program.
3. Talk about stewardship and the need for a content strategy.
![Page 13: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/13.jpg)
Bentz Whaley Flessner 13
UMassGives … a lot
![Page 14: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/14.jpg)
Bentz Whaley Flessner 14
UMass Amherst – UMassGives
§ Acquire new donors.
§ Special focus on student giving.
§ Increase culture of philanthropy in support of UMass Amherst.
![Page 15: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/15.jpg)
Bentz Whaley Flessner 15
Online ambassadors rallied
§ UMass development pros identified roughly 250 potential online ambassadors.
§ Of the 250, roughly 150 agreed to join the cause.
![Page 16: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/16.jpg)
Bentz Whaley Flessner 16
Online ambassadors rallied
§ UMass sent emails to ambassadors throughout the campaign, asking for their help in promoting UMassGives.
![Page 17: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/17.jpg)
Bentz Whaley Flessner 17
Online ambassadors rallied
§ Emails had news about the campaign, plus suggested updates that ambassadors could easily copy and paste to share with their networks…
![Page 18: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/18.jpg)
Bentz Whaley Flessner 18
Ambassadors were active and created a great deal of “buzz” about UMassGives online and via social networks…
![Page 19: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/19.jpg)
Bentz Whaley Flessner 19
Great content and social media conversation management throughout
![Page 20: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/20.jpg)
Bentz Whaley Flessner 20
Before the campaign…
UMass’ new ambassadors were welcomed in to the program through a brief orientation program…
…ambassadors are like any other volunteer—they need training!
![Page 21: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/21.jpg)
Bentz Whaley Flessner 21
UMassGave
§ 1,588 donors gave $84,000 over the 36-hour campaign.
§ 1,056 new donors added to the UMass Amherst database.
§ During the same time last year (May 1–8, 2012) online donors gave: § 65 gifts
§ $8,097
![Page 22: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/22.jpg)
Bentz Whaley Flessner 22
The Online Campaign—Florida State University’s “Great Give”
36-hour online-only giving campaign.
§ Raised $286,000 (Goal was $161,000).
§ 1,100 donors—380 had never given to FSU before.
![Page 23: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/23.jpg)
Bentz Whaley Flessner 23
Why it worked…
A strong social media push…
![Page 24: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/24.jpg)
Bentz Whaley Flessner 24
Why it worked…
…emails with suggested social media updates to their online ambassadors.
![Page 25: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/25.jpg)
Bentz Whaley Flessner 25
Out of the many, came a few big gifts…
…from major gift prospects.
![Page 26: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/26.jpg)
Bentz Whaley Flessner 26
The FSU Great BIG Give
During FSU’s Great Give, one donor gave $100,000.
![Page 27: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/27.jpg)
Bentz Whaley Flessner 27
Remember, online donors…
§ Have higher household incomes than donors who give via mail.
§ Give much larger gifts than donors who give through mail ($62 to $32 average gift size respectively).
§ Have higher lifetime values than donors acquired via mail.
V.
![Page 28: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/28.jpg)
Bentz Whaley Flessner 28
The Online Affluent
According to a recent Fidelity Investment survey…
§ 85 percent of all millionaires use some form of social media. § Nearly three-quarters
of that 85 percent are on Facebook.
§ Median age of those surveyed—56.
![Page 29: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/29.jpg)
Bentz Whaley Flessner 29
![Page 30: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/30.jpg)
Bentz Whaley Flessner 30
Components of an online ambassador program.
1. Identification of potential online ambassadors.
2. Engagement of potential ambassadors to ask for their participation in the program.
3. Stewardship of participating and potential future ambassadors.
4. Leveraging ambassadors to achieve fundraising and awareness-building success through peer-to-peer communication.
![Page 31: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/31.jpg)
Bentz Whaley Flessner 31
Ambassadors need something to share…
…and that something is CONTENT!
![Page 32: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/32.jpg)
Bentz Whaley Flessner 32
Good content helps…
…tell your organization’s story and communicate the impact of philanthropy.
![Page 33: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/33.jpg)
Bentz Whaley Flessner 33
Good content helps…
…more people learn about your organization and mission, because content gets shared online…
…and social media is the #1 way digitally active people learn of a new cause.
![Page 34: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/34.jpg)
Bentz Whaley Flessner 34
Content spreads mission awareness
Piedmont Atlanta’s live-tweeted and Instagrammed kidney transplant procedure.
![Page 35: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/35.jpg)
Bentz Whaley Flessner 35
Content spreads mission awareness…
![Page 36: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/36.jpg)
Bentz Whaley Flessner 36
Good content helps you…
…provide better stewardship for supporters who connect with your org online in any way (email, social media, e-newslettters, etc).
![Page 37: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/37.jpg)
Bentz Whaley Flessner 37
Stewardship is…
…good content that communicates the impact of a gift.
![Page 38: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/38.jpg)
Bentz Whaley Flessner 38
Stewardship is…
…an easy, reaffirming online giving process.
![Page 39: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/39.jpg)
Bentz Whaley Flessner 39
Stewardship is…
…validation and recognition of the donor’s efforts …especially the efforts of online ambassadors.
![Page 40: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/40.jpg)
Bentz Whaley Flessner 40
Recognition through content…
![Page 41: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/41.jpg)
Bentz Whaley Flessner 41
3 things you can do now to boost giving next year and beyond… 1. Develop an online ambassador program.
2. Improve infrastructure for:
a) Ease of giving.
b) Mobile responsiveness.
c) Leveraging the ambassador program.
3. Invest in a content strategy and personnel to manage that content and the conversation that surrounds it.
![Page 42: Online and Social Media Marketing Through Ambassadors](https://reader037.fdocuments.us/reader037/viewer/2022103114/55625ff7d8b42aab1a8b4705/html5/thumbnails/42.jpg)
Bentz Whaley Flessner 42
Follow us:
• Facebook: Facebook.com/BentzWhaleyFlessner
• Twitter: @BWF_social or @JustinJWare
• Email: [email protected]
• YouTube: YouTube.com/BentzWhaleyFlessner
116939:JJW:jub.