Using Social Networking to Engage Your Donors
-
Upload
jim-friend -
Category
Education
-
view
719 -
download
1
description
Transcript of Using Social Networking to Engage Your Donors
Using Social Using Social Networking toNetworking to
Engage your DonorsEngage your Donors
James S. Friend, Jr.James S. Friend, Jr.Director, Office of Stewardship and
DevelopmentDiocese of Allentown, PA
In the beginning….In the beginning….
Nonprofit Social Media SurveySponsored by:
• February 2009 – April 2009• Surveyed 980 Nonprofits• Excellent Cross-section of types of nonprofits
Source: www.nonprofitsocialnetworksurvey.com
Nonprofit Social Network Survey Report• Social networks are popular but average
community sizes remain small – 86.2% of surveyed nonprofits maintain a
presence on a commercial Social Network– 74.1% of nonprofits surveyed maintain a
presence on Facebook.– 93.9% of organizations using Twitter have been
on it for less than a year.
• 30.6% of nonprofits maintain a House Social Network
Source: www.nonprofitsocialnetworksurvey.com
Popularity of Commercial Social Networks
74%
46.5%43.2%
32.9%26.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Facebook YouTube Twitter LinkedIn MySpace
Source: www.nonprofitsocialnetworksurvey.com
5,391
268 291 286
1,905
-
1,000
2,000
3,000
4,000
5,000
6,000
Facebook YouTube Twitter LinkedIn MySpace
Average Size of Respondent Communities
Source: www.nonprofitsocialnetworksurvey.com
• Nonprofits on social media are allocating small but real resources: staff and budget– 4/5 of the nonprofits surveyed are committing at least ½ of a
fulltime staff person to maintain the site.• More than ½ of those surveyed intend to increase this staff
allocation over the next 12 months.– 4 out of 10 organizations have a budget for social networking,
8.3% reserve $10,000 or less for purpose.
• 1/3 of those surveyed have built and managed their own “house” social networking site.
Nonprofit Social Media Expenses
Source: www.nonprofitsocialnetworksurvey.com
Nonprofit Social Media Revenues
• For now, there is very little revenue generated by social media channels via fundraising or advertising.– Facebook: 39.9% of respondents have raised
money on facebook / 29.1% of respondents have raised $500 or less over the past 12 months.
– House Social Networks: 25.2% of nonprofit are fundraising and 1/3 of these fundraisers accumulated $10,000 or more in the last year.
Source: www.nonprofitsocialnetworksurvey.com
Diocese of Allentown Social Networking
• Facebook page– Facebook Groups– Fan Pages
• YouTube Channel• Twitter (Linked with facebook status update)• Diocesan LinkedIn Group Page• 8 High School Online Communities
Source: Diocese of Allentown
• More than 300 Million active users - 50% of active users log on to Facebook in any given day
• Fastest growing demographic is those 35 years and up • More than 40 million status updates each day • More than 10 million users become fans of Pages each
day• More than 45 million active user groups exist on the site • There are more than 65 million active users currently
accessing Facebook through their mobile devices.
Facebook Statistics
Source: www.facebook.com
• Groups: A way to dip your toe or run a small campaign• Pages: Improved communication with supporters,
metrics, and control• Causes: Facebook’s most popular application for
fundraising and spreading awareness• Applications: Improved communications, integration
and customization capabilities, supporter activities, and control (both visual and functional)
Understanding Facebook
Source: Blackbaud
Nonprofit Social Media Budgets
Distributing Messages Automatically via Social Map
Bishop Barres will attend the Allentown Central Catholic HS football game on Saturday.
What a guy!
We are so lucky to
have him
The kids will love him!
Is he coming to my
school?
• Bishop’s Page• Parish Pages• Catholic School Alumni Groups• Special Interest: « In Memory of Bishop Thomas Welsh »• Bishop’s Appeal
Facebook StrategiesCreate subgroups for special interests
Source: Diocese of Allentown
• “We want 1,000 facebook friends by the end of the week, help spread the word and refer a friend to us!”
• Diocesan Press Releases• Links to News Articles from around the Diocese• Links to Video• Wish members Happy Birthday (B-Day’s Listed)• Ask Friends to Tag you in Photos for all to see.• Post links to Daily Readings
Facebook StrategiesKeep your Status Updates Fresh
Source: Diocese of Allentown
• “For all of our Catholic School Students, Parents and Alumns, why do you support Catholic Education? Give us your comments…”
• Use Applications like Quizzes• Post Invitations to Events• Don’t be afraid to post links to moderately controversial
issues to get comments.• Remind your friends of your presence on other Social
Media sites
Facebook StrategiesKeep your Status Updates Fresh (cont.)
Source: Diocese of Allentown
• Starter organization profile• Typically used by smaller organizations or chapters of a
larger nonprofit• Easy to set up; good place to dabble with Facebook• User actions display on their profile and in their friends’
news feeds• Limitations
– Updating and notification capabilities restricted– No applications
Facebook StrategiesUsing Groups
Source: Blackbaud
• Make certain that more than one person can act or access the Admin on the Group or Fan Page
• Do not accept invitations to applications (games)• Do not join groups that you have no control over• Do use your facebook Profile as the “Diocesan Profile”• Do not request to be friends with too many people in
one day – they can turn this feature off!• Turn off Chat Feature
Facebook StrategiesCautions
Source: Diocese of Allentown
• Limit online engagement with Youth• Share the Responsibility of the page with other Staff• Respect Privacy of Friends, limit access to facebook
profile• Engage your Communications Department and your
Newspaper• Check the facebook page M-F daily• ?
Facebook StrategiesCautions (cont.)
Source: Diocese of Allentown
• ENGAGE your Friends• Be interactive – responsive• Create excitement – awareness• Be a resource and a source of information
Facebook StrategiesMaking Friends
Source: Diocese of Allentown
• #4 Largest Site on the Internet• #1 Largest video site on the web• 300 Million Worldwide Visitors a Month• 100 Million Visitors per Month• 5 Billion Video Streams Every month – 40% of all videos
online• (Do the Math – 5 Billion / 300 Million worldwide visitors
= 17 streams a month per person)• 15 Hours of video uploaded every minute
You Tube Statistics
Source: blog.cleancutmedia.com
Recent Activity
Publisher Info
Videos
• Videos no more than 10 minutes in length• You Tube Can accept High Qualify Videos• Practical Uses
– Marketing• Vocations• Catholic Schools
– Ongoing Catholic Education (Children/Youth/Adult)– PR for Upcoming Events– (Arch)Bishop’s Appeal Video– Diocesan Communications– ?
You Tube Basics / Strategy
Source: Jim Friend
• Average Age: 41• 95% Are College Educated (37% Are Post-Grads)• Household Income: $109,703• Male: 64%• Household Income $100k+ 53.5%• Own Smartphone/PDA: 34%• College Grad/Post Grad: 80.1%• Business Decision Maker: 49%
LinkedIn Statistics
Source: www.linkedintomarketing.com
• 24% Have a Portfolio Value of $250k+– 56% Have An Account With An Online Brokerage– 60% Have An Account With An Offline Brokerage
• 85% Viewed/Paid Bills Online in Last 30 Days• 53% Monitored/Viewed Stocks Online in Last 30 Days• Job Titles:
– C-Level Executives 7.8%– EVP/SVP 6.5%– Senior Management 16%– Middle Management 18%
• 50% Are Business Decision Makers in Their Companies
LinkedIn Statistics (cont.)
Source: www.linkedintomarketing.com
• Create a personal account on LinkedIn• Create a group for your Diocese• Give access to more than one person as the Manager of
the Group• Discuss listing job postings with Human Resources• Communicate this with your Office of Youth and Young
Adults• Continue to advertise your group
Strategy for LinkedIn
Source: Diocese of Allentown
Diocese of Allentown PurchasesOnline Communities for
Eight High Schools
Source: Diocese of Allentown
• Direct Engagement with your donors– Connecting them with Friends– School– Mission
• Integrated Donor Management Software• Gives a reason for Alumni to virtually return to the
school from anywhere in the world at anytime.– The Group is always there from the day of Graduation
• Gathers information about donors
Purchasing an Online CommunityBenefits
Source: Diocese of Allentown
• Donor Management Software• Online Giving• Online Store• Email• Personalized Home Page• Profile for each member - members connect with each
other• Facebook and other site connectivity
Purchasing an Online CommunityTypical Components
Source: Diocese of Allentown
• If possible, purchase this as a Group (Discount)• Be aware of price and add-ons• Negotiate the fees for online purchases• Have a strategy and timeline for rolling it out, be
mindful of timing• Allot time and money for training• Cross train staff
Purchasing an Online CommunityLessons Learned
Source: Diocese of Allentown
• To the “nay sayers” in your diocese, remind them that when Cable TV was new in the early 1980’s, people first thought of it as “evil” too.
• Social Media engages people, so once you engage them, you’ve opened the door…stay engaged!
• Social Media, like Fundraising, is not a spectator sport…so don’t be shy, jump right in!
Closing thoughts
Source: Diocese of Allentown