Seniors and Boomers and Teens, Oh My! Reaching Donors Across Generations Through Social Media
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Transcript of Seniors and Boomers and Teens, Oh My! Reaching Donors Across Generations Through Social Media
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Generations Wired:
Engaging Donors withSocial Media Tools
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1. What is Social Media?2. Social Media for the Generations3. Engaging Donors with Social Media4. Succeeding with Social Media
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Social Media is...
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Conversations
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Connections
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Communication
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Community
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Social Media is about forming relationships,sharing information,exchanging ideas...
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9
Ask Yourself...
l What are my goals?l Who is my audience?l What is my capacity?l What is my commitment?
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Pew Internet & American Life Project's December 2008 tracking survey
Adult Internet Users with profiles on social networks
8% in 2005 to 35% 2008
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Pew Internet & American Life Project's December 2008 tracking survey
Women Outnumber Men on Social-Networking Sites
50% of women, compared with 42% of men
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getting older
getting younger
staying in the middle
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Teens“...anyone under 20 doesn't really see much use for e-mail”
searchenginewatch, June 2009
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20-Somethings“Younger employees help senior executives unlock social media mystery”
Chicago Tribune, Oct 2009
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30-SomethingsIn Q3 2008, 69% of Gen Xers shopped online & 65% used online banking - more than any other group.
Technographics Benchmark Survey
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40-Somethings“40-something female web users are highly involved in social networking, often demonstrating a more personal connection to online activities than younger peers.”
SheSpeaks, Dec 2008
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“16.5 million adults ages 55 and older engage in social networking.”
comScore, 2009
50-Somethings
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“In one year, 350,000 users created 1,700 groups discussing everything from gardening to social activism on AARP.org.”
60 Plus
AARP, 2009
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How do you engage donorsusing social media?
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Listen
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Galvanize
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Call to Action
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Social Media ProcessBe PresentBe Present ListenListen EngageEngage Call to Call to
ActionAction
Twitter Twitter PagePage SearchSearch TweetTweet Drive Drive
TrafficTraffic
Facebook Facebook PagePage Social AdSocial Ad UpdatesUpdates Facebook Facebook
CauseCause
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91% of nonprofits surveyed raise funds online, but only 58 percent of those nonprofits using social media cite fundraising as a goal for using it. “Sharing our story,” building a community, public relations, and donor engagement/retention – not raising funds – were listed as the nonprofits’ top reasons for engaging in social media.
Sage North America, 2009
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Deepen Deepen relationships & relationships &
engagementengagement
Beth Kanter, Mashable 2009
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...attribute the empowerment of their supporters to their social media strategy...makes it easy for members of the community to share personal stories and inspires action.
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Individuals self-Individuals self-organize around organize around
a nonprofit a nonprofit cause cause
Beth Kanter, Mashable 2009
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...encourages an individual who is a member of (Facebook) Causes to use their birthday as an excuse to raise money for a nonprofit organization.
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Social change Social change behind the behind the
firewallfirewall
Beth Kanter, Mashable 2009
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...(social media) allowed them to engage with their supporters; it’s also helping them to reinvent their internal institutional culture, inspiring collaboration and efficiency.
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1. Integrate into your MarCom plan.2. Complete your profiles.3. Follow and friend strategically.4. Tap into friends of friends.5. Announce your social media tools.6. Leverage the tools.
Succeeding with Social Media
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BE TRANSPARENT