The impact of social media and mobile technology on peer-driven fundraising campaigns - #AFPicon...
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Claire Kerr Director of Digital Philanthropy Artez Interactive, www.artez.com BEYOND THE BUZZ: The impact of social media and mobile technology on peer-driven fundraising campaigns
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If you’re like most non-profit professionals, you’ve already noticed the rise of social media and mobile technology as “buzz worthy” trends in fundraising. Did you know that with so many charitable organizations experimenting in these new spaces, research can now prove a visible (and positive!) impact on fundraising success when social and mobile tools are present in a campaign? We’ve collected and analyzed data from hundreds of peer-driven and “crowdsourced” fundraising campaigns, and examined the patterns of millions of visitors to charity & non-profit websites in order to understand how social and mobile usage affects fundraising success. In this session, we’ll unpack the latest numbers and give you the trends you need to take home. We’ll also explore how charities and non-profit organizations like yours are using seamless social login, online video, Google tools, social fundraising toolkits, mobile strategies, social advertising & more to support and enhance their online fundraising results. Presented March 24, 2014 AFP International Conference http://conference.afpnet.org/
Transcript of The impact of social media and mobile technology on peer-driven fundraising campaigns - #AFPicon...
Claire KerrDirector of Digital PhilanthropyArtez Interactive, www.artez.com
BEYOND THE BUZZ:The impact of social media and mobile technology on peer-driven fundraising campaigns
www.slideshare.net/clairekerr
Our Nonprofit Division
1. Numbers: How do donors interact with social media & mobile devices in fundraising campaigns?
2. Numbers: What is the effect of social & mobile tools on participants in P2P campaigns?
3. Takeaway: Great tactics to integrate social & mobile strategies into your next online fundraising campaign!
Today’s awesome agenda
What is a peer-driven or crowdsourced campaign?
You’ve been reading reports…
Why conflicting reports?
Donor response to organization
NPO asks for donations on social media
NPO’s supporters ask for donations on social media
Donor response to friend or family member
VS.
Action tracked Action tracked
Why conflicting reports?
Donor response to organization
NPO asks for donations on social media
NPO’s supporters ask for donations on social media
Donor response to friend or family member
VS.
Action tracked Gotta get better at this!
Socially-referred donations in peer fundraising campaigns - 2014
You already know Facebook is a major player
All donation traffic Peer campaigns0
5
10
15
20
25
Percentage of traffic from Facebook
16% 26%
Are you on Facebook right now?
40% of Americans log into Facebook every day…!
15-18% of P2P donations were
referred by Facebook
Facebook is “far and away the king”
41% of traffic comes from Facebook.
31% of donations were referred by Facebook.
Crowdfunding platforms see the same trends!
What does a Facebook-referred donation look like?
What’s unique about socially-referred donations?
Network for Good described this effect in social giving as: “Broad appeals to friends of friends can result in smaller gifts as the relationship between the fundraiser and the donor gets weaker.”
Did you know?
The average age of a Facebook user is 40!
Hey, there ARE Twitter gifts …
What about peer-driven donations inside Facebook?
What about peer-driven donations inside Facebook?
• The majority of impressions and click-throughs to donate were from non-app users.
• 63% of users were women!
• Largest group of users by age: 25 - 44
Women are more likely than men to update Facebook, use mobile devices for social networking,
and donate to charitable causes.
Natural overlap between your social supporters and your
charity’s online donor demographic
profile?
SOCIAL GIVING & P2P
25
Social Login & Fundraising Success!
Why social login for NPOs?
• Ease of use • Popularity with users• Clean data!!!!!
• 60,000+ registrants• At least 100+ social registrants in each event• $5.7 million in solicited donations
Lots o’ data!How does social login affect
fundraising success?
How does social login impact P2P participants?
In those onlinefundraising campaigns...
40% morethan regular registrants
Fundraisers who connected their account to Facebook raised on average…
And, were more likely to fundraise
Raising more individual gifts
30% moreindividual donations
Fundraisers who connected their account to Facebook solicited more gifts…
So, what about Spring 2014?
Easier to make asks?
People who love you, love social?
MOBILE GIVING & P2P
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Why talk mobile when talking social?
#GivingTuesday
#GivingTuesday
Average gift size on mobile web
Mobile Browsers Mobile Apps
SMS (Text)
Three pillars of mobile with P2P
30%
Mobile traffic to peer-driven charity donation & fundraising pages
Crowdsourced mobile giving
48% of traffic is from mobile devices (mostly smartphones)
26.1% of donations are made through mobile devices.
Top devices?
What’s unique about mobile browser donation traffic?
Web traffic to donation pages rises to a peak in the mornings.
Web donation traffic
Mobile visits to donation pages rise to a peak in the evenings.
Mobile donation traffic
Your “Second Audience” is mobile
• Twitter: 35.9%• Facebook: 23.2%
Big mobile percentages for socially-referred donations
Why is Twitter higher?
And, remember those donations made inside Facebook?
Almost HALF of peer-driven donations processed inside
Facebook were made through smartphones & mobile devices.
42.4%
Donations made inside Facebook are occurring on mobile devices!
Percentage of donations made inside Facebook through the Friendship Powered Fundraising that were made on mobile devices, Artez Interactive 2014
Does mobile technology make
participants better fundraisers?
What about P2P specifically?
What do we mean when we talk about “mobile tools” for
P2P participants?
1. Mobile Internet
WorldsGreatestShave.com
2. Fundraising Apps
What was evaluated?
• Accessed Website on “Big” browser• Accessed Website On Mobile Brower• Used Mobile Fundraising App
What we discovered...
23% of fundraisers will
use a mobile tool if available
How successful are mobile fundraisers?
Raised 2.2x morethan the non-mobile group
Participants using one mobile tool (mobile web or mobile app)
The more mobile, the more engaged?
Raised 2.95x morethan the non-mobile group
Participants using both(mobile web or mobile app)
Maybe these folks just have richer friends?
More individual gifts
0
2
4
6
8
10
12
5.1
8.4
11.4
Online One mobile tool Mobile web + app
Mobile also positively affects “activation”
% of participants raising over $0
The technology itself helps people
fundraise?
Your most engaged &
enthusiastic supporters love mobile & social
tools?
Insights for your next campaign: More tools, more fundraising activity
BIG TRENDS, BIG IDEAS!
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BIG TRENDS, BIG IDEAS!
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•Encourage fundraising•Encourage registration•Encourage cause awareness
What kinds of trends?
BIG TRENDS, BIG IDEAS!
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•Encourage fundraising•Encourage registration•Encourage cause awareness
And are low-cost too!
Social content curation & social toolkits!
TREND!
Intelligently curated social activity
Intelligently curated social activity!
Yep, you’ve got one-sheets & PDFs
Create & integrate social content
Remember your mobile
audience
Using social to promote offline pieces
Take fundraising toolkits mobile!
Other uses for mobile devices on event day
On-site mobile payment & event check-in options
have expanded... TREND!
What would you do with push notifications?
Social advertising - love or hate it!
TREND!
Intelligently targeted social ads= ROI
Creative bidding on keywords!
TIP: Target online supporters even better!
“Custom Audiences”
Leverage online video intelligently
To generate actions...
TREND!
Leverage online video intelligently
To encourage your social
participants...
To report successes ...
Rethink the uses of Google+
Hangouts!
Gamification: What are we really talking about?
TREND!
Gamification powered by incentivization
Individualized, targeted messaging
Virtual events & “evergreen” portals
Slide 95#NTCP2P
TREND!
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Bitcoin & digital currencies!
TREND!
Bitcoin100.org - $1000 grants
Leveraging Google geolocation tools
TREND!
To register ...
To collect user generated content (UGC)
To generate more activity!
To search and donate!
Grab whitepapers for more data!
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Facebook.com/ArtezInteractiveTwitter.com/ArtezOnline
Thank you!
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