Social Media Insights for Nonprofits
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This presentation discusses the rise of social media and online giving. Some key points include: - Online giving has increased 13% from 2010-2011, with 70% of millennials donating online. - Social media is best for relationship building rather than direct fundraising. - Effective social media use requires strategy, understanding demographics, crafting the right messages, and choosing appropriate platforms like Facebook, Twitter, and LinkedIn. - Imagery and stories are very important on social media to engage users and elicit donations.
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Social Media Insights for Nonprofits
- 1. Social Media: What it is and why you should know about it Presented By: Heather Corey, CFRE and Georgette Dumont, MPA, Ph.D.
- 2. Agenda Social Media… What is it good for? Social Media… What the data show Demographics Usage Social Media Best Practices Questions #AFPJAX
- 3. Social Media Online giving has increased 13% from 2010 to 2011 (75% since 2009) Mobil site and apps growing in importance 70% of Millennials make their donations online (future large donors) However, average gift size had decreased by 2% Online fundraising by source: 35% via email 65% via other online source
- 4. Online Giving by NP Size Size YOY Small (< $1 M) 12.8% Medium ($1M - $10 M) 13.1% Large (> $10 M) 8.6% Total 13.1%
- 5. Total Online Fundraising by Size Size YOY Small (< $1 M) 15.3% Medium ($1M - $10 M) 40.2% Large (> $10 M) 44.5% Total 100%
- 6. % of Total Fundraising from Online Giving Size YOY Small (< $1 M) 8.7% Medium ($1M - $10 M) 6.0% Large (> $10 M) 6.1% Total 6.3%
- 7. Distribution of Online Gifts $1,000 + Range Percentage $1,000 46% $1,000 - $4,999 43% $5,000 6% $5,001 - $9,999 2% $10,000 + 3%
- 8. So What is Social Media SOCIAL! Friendraising more than fundraising Relationship building… not the medium for the ask
- 9. Social Media Steps Strategy Know your demographics Message Formulation Picking the right tools Engaging
- 11. Before You Start Been to your Website lately? (5) most requested areas per DONORS: - Mission - History - Giving Guide - Explain how their gift makes difference - Resources Content is King!
- 12. Show Me the $$$ Where is my $$ going? Remember… YOUR website is a fundraising arm of your development efforts. Test your online giving.
- 13. Strategy Align with nonprofit’s mission Decide how to use social media to help achieve goals KAY SPRINKLE GRACE, helped coin the term “Citizen Philanthropist.” “People have two investment portfolios: financial and social. They take from one to enrich the other. They are looking for return and a relationship. They are not offering a handout.”
- 14. Strategy Where do you start? Connect the dots: online presence… social media… messaging… donor relations… ethics… your board… timing… programs… direct mail… events… communications… imagery… story telling… SROI…. Before you even start… PLAN IT OUT!
- 16. Strategy Before you can walk the walk… GET ALIGNED! Do your HOMEWORK! Decide how to use social media to help achieve goals and document it. REMEMBER: It’s still about people.
- 17. Demographics KEY FACTORS: - Trust is vital. - Deeply rooted in values. CITIZEN PHILANTHROPY: - Repeat donors, to same organizations. - On average to 3 orgs. - PLU’s are okay!
- 18. Demographics More female than male than population as whole Social Media users Age 12-24: 32% Age 25-34: 20% Age 25-44: 17% Age 45-54: 16% Age 55+: 15%
- 19. What about them Millennials? How do you prefer to learn about nonprofits? 55% SOCIAL MEDIA! 47% E-Newsletter 65% WEBSITE! 18% Print 17% Face-to-Face 5% None 3% Other
- 20. Donor Motivation Repayer (former recipient or loved one) Casual (brand name org est. giver) High Impact (Org makes most difference) Faith Based See the Difference (local orgs) Personal Ties (Friends)
- 21. Donors Want Know what your organization does How well it does it What their donation will do (specifics) Information on IMPACT
- 22. Message Formulation Stories persuade Tell your data differently. Be honest but be creative. Tell them the why? Why always wins over what! Why leads to loyalty, passion and involvement. Don’t tell people just what you do.
- 23. Message Formulation BEFORE YOU START, you will need your 5 W’s: - When will you use this message? - Why is it important? - Where will it work? - Who is our target audience? - What makes it memorable? ….. TRY IT IN 8-12 WORDS. * Don’t forget to include a CALL TO ACTION!
- 24. Message Formulation TIDBIT: How do you make it interesting? - People remember things in 3’s (or just 1). - Create visual image: sensory impressions (see, hear, touch, feel, smell). - Active vs. Passive Voice. / Being vs. Doing. - http://www.cvisual.com/film-techniques/writer-action-verb
- 25. Picking the Right Tools Be Strategic! Create your plan! Get started!
- 30. Social Media Audiences Facebook Almost everyone; a must Twitter People looking for quick, personal interactions Pintrest Mainly women sharing what they love LinkedIn Professionals looking to share skills Instagram Mobile users sharing and viewing pics
- 31. Best Practices Best messages are short, friendly, and conversational Use analytics and insights to know your fans and followers, and plan accordingly Engage, engage, engage Social media are tools to complement traditional mediums, not replace them
- 32. Imagery is Queen! Imagery is important. People give to people. You have on average 5 seconds to make an impression… you want them to read on. DOES IT PASS THE EDNA TEST? VIDEOS: When using pictures in videos, less is more. DATA SHOWS: When you have 2 people, donations went down 15%. When you have 8 people, donations went down 50%.
- 33. Using #SM for Donor Relations Using Video to say thank you… with low budget.
- 34. Using #SM for Donor Relations Using Video to say thank you… with a BIG budget
- 35. Never Replaces F2F! FUNDRAISING ACTIVITY $ RAISED FOR EVERY $1 SPENT Special Events $3.20 Web and Email $7.00 Direct Mail $10.00 Phone $11.90 Foundation Proposals $20.00 Government Proposals $27.50 Federated Campaigns $28.00 Capital and Planned Gifts $20.00 Major Gifts $24.00
- 36. Very Important Snippets Remember your AFP Code of Ethics / HIPPA Laws SM Policy and plan now. Are you in the right account? Go beyond Santa: check it three times! Remember: State of Florida Charitable solicitation permits applies to online too.
- 37. Social Media Trends Networked giving Social Media use increasing… become increasingly mobile Social Media can Build Nonprofit Advocates!
- 38. Sources Achieve and Johnson Grossnickle, and Assoc. (2012) The Millennial Impact Report Edison Research and Arbitron (2012) The Social Habit M+R and NTEN (2012) 2012 eNonprofit Benchmark Study
- 39. Q & A ~ Thank you! Georgette Dumont, MPA, PhD. University of North Florida Twtter: @GetteinJax getteinjax@gmail.com g.dumont@unf.edu Website: www.getteinjax.com Heather R. Corey, CFRE Jewish Family & Community Services Twitter: @JaxPHILville @Hrcorey hcorey@jfcsjax.org jaxphillville@gmail.com Website: www.JaxPHILville.com
Notas do Editor
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- GETTE: Growth in total online giving from 2010 – 2011. Medium nonprofits saw the most growth
- GETTE: Of all nonprofits that received online donations, the most went to large nonprofits, then medium, then small. There is much room for growth for small npos
- GETTE: When looking at the total percent of online donation in comparison to all donations, small nonprofits have seen the most growth.
- Gette: If we only look at donations more than $1,000 we can see that most online donations are under $5,000
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- HRC: Share some strategies that have/have not worked, lessons learned. The average online donor is 38yo, so we ’re going to provide some ideas, resources using that age range as a baseline. A few ideas on formulating your message, imagery, picking the right tools and engage, engage, engage. Most important… Make IT FUN!
- HRC So we all keep hearing about Social Media for nonprofits and that looks different to different people. BUT before we say go do it and let you free…. There are a few things you need to do get your “online house in order’”….
- HRC: Before you do post, twit, link, etc….. Have you looked at your website lately? How's ’ the content? Do the links work? Is the information up to date? Are the names, numbers working? Do you even do that program any more? Here the top 5 things DONORS want to see on your website. GUIDE: How do I give to your agency? Do you take stock? Resources: They can be more successful than just data about ourselves. EXAMPLE: JFCS highest click through email blast was about Hurricane preparedness. Who knew in Florida? CONTENT IS KING. Focus, focus, focus and to the point BUT remember less is more. If have got to have meat & potatoes information on your website before you get to far or even start in SM. I like the 3 C ’s… clear, concise and catchy.
- RE: #4 of what donors want to see… How am is my $ making a difference? Let donors know BEFORE they ask where their money is going. Few a years donors wanted to know where you needed it the most but Giving menu options has become more popular again however, try to keep it to no more than 5. Think tangible options for website. FOR JFCS: $25 provides 8 meals or 28 jars of peanut butter. Never, ever neglect the information on your website. I know it ’s hard but schedule it on your calendar. If you do not have a say on your website, start there first! Take the IT guy out to lunch. Your soon to be stakeholders use SM to be introduced to you; they use your website to learn if you are a viable NPO and to give. How many clicks does it take to give? THIS IS NOT LIKE THE OLD TOOTSIE POP COMMERCIAL. You want the least about of clicks. When I started at JFCS, it was 6 clicks, Now it is 1 click. Online donations up 400%.
- HRC: Mission, mission, mission. NO MONEY, NO MISSION. Same here. Always align your SM with your mission and make it relevant. Your mission drives your SM options and builds your brand online. KAY SAYS: WE NEED TO GET BEYOND THE TIN CUP BEGGING APPROACH. It doesn ’t work anymore.
- HRC: Always start with your mission (Stephen P example); Create your plan: talk to leadership, program staff, sister agencies/competition, bullet out key points you want donors, volunteers, the community& prospects to take away from your SM message; look at a calendar. Yes, actually look at a calendar to put into play. THEN start Look ing at everything you do in fund development: direct mail, blogs, enewsletters, eblasts, events, fundraisers, brochures, donor relations, grrants, media…
- HRC; Sample yearly calendar that correlates donor relations, events, major grant deadlines, monthly observances, e-mail blasts, to ideas for SM. ONLY IN EXCEL. It is our baseline road map. EXPLAIN it out. Prioritize, set boundaries, automate. Many of the higher end donor software.... Like raiser ’s edge and etapestry… have calendar and moves management modules. Use them to plug in action items/dates for SM. You can google social media calendar and you will find several free programs.
- HRC: Dedicate time to plan/map out it. You will learn from your program staff along the way some really great things your very own agency is doing. Don ’t shoot from the hip! Research, organize it and document it. Put it into a plan! It ’s about the people. Always think of it from their perspective and not just the agencies.
- HRC: Again, I am talking more from the Average online donor age of 38 yo. That is the baseline I am using, however, these hold pretty true to all of us. Trust! Quickest way to loose them is to de-motivate them through lack of trust. Rooted deeply in values. AS KAY SAYS: Citizen philanthropy. Build portfolios and relationships. Tend to be repeat donors with same orgs. 3 orgs. PLU ’s are not good in recruiting your board. HOWEVER, with this group, PLU’s are imperative.
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- HRC: So when using your multi-channel fundraising and SM And talking about impact: REMEMBER: Stories persuade. What is the oldest? We ’ve been doing it for 1,000 of years. Tell your data differently. Be honest but be creative. EX: FANN number of meals. 6,000 versus 54,000. EX: Kid with 17 cavities. Helped 3 months before turned 18. Tell them the why? Why always wins over what! Why leads to loyalty, passion, involvement. Don ’t tell people what you do (E.G. Counseling, after school programs). Tell them the results, tell them why, tell them the impact without listing ’…” yes, we have 6 core programs…”: Jewish Family & Community Services… Keeping children and seniors safe. Keeping people in their homes. Keeping families together.
- HRC: So to start building your content that you will use for facebook, twitter, blogs, website, e-newsletters, videos, solicitations, and so forth. When will you use this message (before an event, elevator speech, during campaign)? Why is it important (who will care about it)? Where will it work (in print, twitter, facebook, eblast, enewsletter) ? Who is our target audience (seniors, donors, board, corporations, politicians)? What makes it memorable (Content)? REMEMBER: It is a 30-second verbal commercial; not a list of tasks that your org does. TRY IT IN 8-12 WORDS. - Because of JFCS Kayla learned to say “I love you” at age 6. - Because of JFCS, John is coping with the loss of his wife in our support group. -Because of JFCS, Eric, a college graduate, who at 14 said he ’d be dead in three years. -Emma, who was believed and helped as a victim of child sexual abuse. - Always include a call to action.
- Be very descriptive but tactful. EX: counseling program, child abuse cases… be sensitive, not a voyeur. Always try to sound active and doing.
- HRC Be serious, passionate, excited… So where do you begin? GETTE IS GOING TO SHOW YOU WHERE TO START….
- GETTE: This is what your Board sees and wants you to do when they think SM. However, reality, you cannot do it all. FOCUS
- GETTE Streamline effective outlets.
- GETTE Suggestions for success. Then there ’s Heather’s way of thinking about SM.
- HRC; I really wanted to talk about bacon but I could find was coffee and urinating. 8-)
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- If content is KING; Imagery is queen. Imagery is important when using online campaigns, events, eblasts, etc. People give to people. It ’s about Human Capital. On average, you have about 5 seconds to make an impression… you want them to read on. DOES IT PASS THE EDNA TEST? EX: My grandmother always calls when I send a pretty solicitation. When it ’s a lot of words, she doesn’t call and even at her age. Even though her donor demographic says she prefers letters. Sometimes that true but to stand out more, you have to use images to tell your story well. FOR THOSE THINKING ABOUT USING VIDEOS FOR PUBLICITY… VIDEOS: When using pictures in videos, less is more. DATA SHOWS: When you have 2 people, donations went down 15%. When you have 8 people, donations went down 50%. Think of Sally Struthers….. “you can help just one”… Won’t you save a child? REMEMBER: You Tube as hundred million unique users EACH month. Get a flip camera for your org or use a smart phone. Thank you videos
- A POPULAR TREND RIGHT NOW IS USING VIDEOS FOR DONOR RELATIONS. Here is an example of a low budget video.
- Bowling Green University, $32 million capital campaign, thank you/recognition video. Many organizations use videos you will never see. They will create a short video on their Smartphone to personalize a donor thank you, send them an email direclty with the personalized URL. And viola…
- HRC; Always remember…. Social media, online activity NEVER replaces face to face fundraising. Compliment, yes, replace never.
- HRC Remember your AFP Code of Ethics: #1, #2, #4, #5,#6, #9, #10, #17, #18. Ask your donor before you post all over facebook about their gift and do not list amounts unless they say it ’s okay. When highlighting clients, remember HIPPA laws. Does it pass the Edna test? Would you want your mom or grandma reading it? Is okay to post online? Ask your donor before you post all over facebook about their gift and do not list amounts unless they say it ’s okay. SM Policy: EX: JFCS does not do any eblast, SM on Shabbat. GIVE EXAMPLES. Write out your SM, document your implementation plan… Google it and you can find EX online. I go to Mashable.com A LOT! Make sure you are in the right account. I have 4 twitter accounts and I am an administrator on 7 group pages. SANTA: Check what you send at least 3 times. EX: When we send vertical response, I send test emails to my yahoo, gmail, outlook account AND my iphone. Not just looking for spelling/grammatical errors but formatting. Remember: State of Florida Charitable solicitation permits applies to online too. Example: if you do not have a permit to solicit funds in FLA, it is a 3 rd degree felony; up to $5,000 in fines and could face jail time. Check the states you sending AND emailing newsletters/eblasts too.
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