The Importance of Peer-to-peer Fundraising (and Social Giving)
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Transcript of The Importance of Peer-to-peer Fundraising (and Social Giving)
05/03/2012 Digital Leap 2012 1
THE IMPORTANCE OF PEER -TO-PEER
FUNDRAISING AND SOCIAL GIVING
Mark Davis
Director of Product Marketing, Interactive Solutions
Blackbaud
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Mark Davis
@MCDAVIS7
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WHAT’S THE VALUE OF
SOCIAL MEDIA
05/03/2012 Digital Leap 2012 4 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud
05/03/2012 Digital Leap 2012 5
2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud
05/03/2012 Digital Leap 2012 6 2012 Nonprofit Social Networking Benchmark Report
[INFOGRAPHIC], Blackbaud
05/03/2012 Digital Leap 2012 7
2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud 2012
05/03/2012 Digital Leap 2012 8
Sources:
* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud
** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge
*** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud
$32 $62
$215 $224
$653
Offline Donor* Online Donor* Facebook Like**
Team Member***
Team Captain***
05/03/2012 Digital Leap 2012 9
• 90 percent trust
recommendations by friends
more than traditional
advertising*
• 63 percent of users choose
consumer ratings as their
preferred source of
information about products
and services**
Sources
* Nielsen Global Online Consumer Survey, 2009
** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 2011
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THE CONVERGENCE OF P2P
FUNDRAISING AND SOCIAL MEDIA
05/03/2012 Digital Leap 2012 11 The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
Who Are Peer-to-peer Fundraisers?
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The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
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The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
05/03/2012 Digital Leap 2012 14
The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
05/03/2012 Digital Leap 2012 15
The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
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WHAT’S NEW
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INTEGRATING SOCIAL MEDIA INTO
YOUR P2P FUNDRAISING CAMPAIGN
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USING SOCIAL DATA TO FIND AND
TARGET KEY INFLUENCERS
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S OCIAL DATA: T HE F OUR S OCIAL
INF L UE NCE R RAT INGS
1 - Key
Influencers 2 - Engager
3 - Multichannel
Consumer
4 - Standard
Consumer
= 1%
1%
5%
45%
49%
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USING SOCIAL DATA TO IMPROVE TARGETING &
ACQUISITION
The Situation: For DetermiNation event series, how to target the right audience
The Goal: Increase success of targeted Direct Mail campaign
The Strategy: Find those individuals who are interested in this type of event and
will be able to raise sufficient funds
The Tactics: Optimize Direct Mail by:
(a) Targeting Engagers and Key Influencers, who
(b) Have existing athletic behavior and participation (marathoners,
triathletes, cyclists, exercise buffs, etc.)
05/03/2012 Digital Leap 2012 24
EVENTS: IMPROVING RETENTION
The Situation: Huge loss of participants every year. If the team captain leaves,
the whole team vanishes.
The Goal: Increase retention of participants by 10%+
The Strategy: Identify those individuals who are (a) on a team and (b) have
strong social influence as back ups for the team captain position next year and
cultivate them.
The Tactics: Use Social Influencer rating to identify key participants. Provide
special cultivation opportunities pre, during and post event.
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“GOING MOBILE”
- THE WHO, 1971
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Mobile will
be the #1
method of
accessing
the
internet
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• Register
• Update Personal Page
• Phone Address Book
• Text Prospects
• Thank Donors
MOBILE APPS: TRACKING YOUR PROGRESS IN
THE PALM OF YOUR HAND
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WHAT NOW?
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• Coordinate email and
social communications
• Encourage participants to
use social media
• Build messages that will
get a reaction
MARY “NO BUDGET BUT, I HAVE AN INTERN”
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CREATE A MULTI-CHANNEL CALENDAR
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Create a communication calendar
Build a Facebook event page
Mobilize your website / email
Ask people to comment and engage
RECAP: MARY “NO BUDGET BUT, I HAVE AN INTERN”
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• My organization is
primarily focused on
events
• Most of our participants
are not fundraisers.
• Low retention rates
• I’d like to provide
participants with some
new tools to turn “lazy”
participants into active
fundraisers
BOB “SMALL BUDGET, BUT AT LEAST I HAVE ONE”
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LAZY FUNDRAISERS: CREATE AN EMAIL FORWARD
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SOCIAL MEDIA APPLICATIONS
Allows scheduled
newsfeeds at key
fundraising
opportunities
Notifies friends of
progress towards
fundraising
Share photos, video,
and personal
messages all with a
link directly to
fundraising page
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MOBILE APPS: TRACKING YOUR PROGRESS IN
THE PALM OF YOUR HAND
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GROUPON EXAMPLE
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Provide a mobile application
Provide a Facebook application
(e.g., Boundless Fundraising™)
Promote through other social media
(e.g, Groupon , Pintrest, Living Social)
Develop a participant social media kit
RECAP: BOB “SMALL BUDGET, BUT AT LEAST
I HAVE ONE”
05/03/2012 Digital Leap 2012 40
Listen and moderate conversations
Survey participants about interests
Track and measure results
- Are participants sending emails?
- Are they sharing their story?
- Are they using current social tools you’ve
provided?
RECAP: BOB “SMALL BUDGET, BUT AT LEAST
I HAVE ONE”
05/03/2012 Digital Leap 2012 41
• I’m doing a lot with social
media & mobile
- Facebook fans
- Healthy twitter following
- Blog
- Mobile event site & app
• I need to connect
fundraising and mission
• How can I connect all my
social media activity?
• How can I connect my
constituents with each
other?
MICHAEL “FULL TIME STAFF PERSON W/ BUDGET”
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Leaders
(149 – 5%)
Active Members
(513 – 16%)
Community Registrants
(1,539 – 48%)
Total Community
(3,205 – 100%)
PARALYSIS COMMUNITY - MEMBER PYRAMID
Leaders have Formed 55 Specialized
Groups
Approximately 33% of Community
Registrants are Active
1,666 Non-Registrants Receive Community Email
Digests
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CONTENT DRIVES TRAFFIC | FACEBOOK
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Support the Mission
Reach More Potential
Beneficiaries for Programs
Communicate and Engage in
Advocacy Efforts
Grow Database
Number of Community Registrants
Number of Newsletter
Subscribers
Facebook and Twitter
Followers
Better Understand Constituents
Access to “Social Points”
Data
Integration to CRM
Targeted Fundraising Campaigns
Increase Branding and Awareness
Increased Web Traffic
Top Google Search
Placement
DEFINING SUCCESS: OBJECTIVES AND METRICS
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COMMUNITY IMPACT ON CHRISTOPHERREEVE.ORG
• Direct
• CDRF Online Community
• Yahoo!
Top Online Referrals to ChristopherReeve.org:
Profile of Visitors Directed from Our
Community:
• Visit more pages than average
• Stay 2X the average amount of time
28% Increase in Visits * All YTD values on June 22, 2011
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Build your own online
community
Create a holistic web, social
and mobile strategy
Engage the entire
organization
Use technology to help
integrate data and measure
results
RECAP: MICHAEL “FULL TIME STAFF PERSON
W/ BUDGET”
05/03/2012 Digital Leap 2012 48
QUESTIONS?
Blackbaud
Mark Davis @mcdavis7
Blackbaud.com @blackbaud
http://www.FriendsAskingAmy.com
http://www.NetwitsThinkTank.com