Effective Social Media Campaigns: the Who, What, Where and Why
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You know social media is a must for your organization. You have accounts on all the major outlets. You even post regular updates about your organization’s happenings. But how do you use these sites as a tool in your fundraising success? Examples of social media wins will be shared in this session from sites including Facebook, Twitter, Instagram and other hot applications. Additionally, attendees will have an opportunity to submit their campaign cases for discussion during the session about techniques and strategies to engage donors and influence their networks. Presenters Lisa M. Chmiola, CFRE (@houdatlisa) and Henna J. Tayyeb (@henna_tayyeb) will share both their personal and professional experiences with social media success from the local and international AFPeep perspective.
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Effective Social Media Campaigns: the Who, What, Where and Why
- 1. AFP Houston’s Annual Fundraising Conference Effective Social Media Campaigns: the Who, What, Where and Why Lisa M. Chmiola, CFRE @houdatlisa Henna J. Tayyeb, M.Ed. @henna_tayyeb Logo cover 2.7.14 2.8.13 Presented by the Association of Fundraising Professionals, Greater Houston Chapter
- 3. What’s your platform? • Facebook • Twitter • LinkedIn 2.7.14 2.8.13 • Pinterest • Instagram • You Tube
- 4. Stages of social media success Awareness Engagement Integration 2.7.14 2.8.13
- 5. Stage 1: Awareness It’s see and be seen: • 46% median increase of Facebook fans • 264% increase in Twitter followers. • FB remained largest social media presence for most groups surveyed eNonprofit Benchmarks study, 2012 social media growth 2.7.14 2.8.13
- 6. Stage 2: Engagement It’s all about making and involving fans and friends: • Top action Millennials take online: connecting to an organization’s social media channels to stay engaged with updates. • 84% of respondents call on friends when fundraising. • 40% promote a cause on social networks. – Millennial impact study stats 2.7.14 2.8.13
- 7. Stage 3: Integration It’s not just about the dollars… • 48% of individuals identified as prospect researchers use social media at least daily for their work • 85% use social media for finding details related to employment, education, relatives and marital status • 62% are using it to identify interests, causes or missions for which prospect may have affinity – WealthEngine white paper “Fundraising’s Social Revolution: How Social Media is Changing Nonprofit Culture and Practice” 2.7.14 2.8.13
- 8. Stage 3: Integration … but it really is! Adding social media adds dollars: • 20% increase in # donations • 21% more funds raised – 2013 eNonprofit Benchmarks study (2012 results) 2.7.14 2.8.13
- 9. Cycle of Social Media Awareness = Discovery Engagement = Cultivation Integration = Solicitation 2.7.14 2.8.13
- 10. Case Study: Rice University Centennial Campaign • • • • Social media @Rice Why the # matters Build it and they will come! How do you know it worked? – 1300 tweets using #Rice100 – 3100 tweets about Centennial in general – Houston trending topic for weekend 2.7.14 2.8.13
- 11. Case Study: Rice University Centennial Campaign 2.7.14 2.8.13
- 12. Case Study: Rice University Centennial Campaign 2.7.14 2.8.13
- 13. Case Study: UNHCR – Canada 2013 World Refugee Day campaign; Used direct mail, email, social media 2.7.14 2.8.13
- 14. Case Study: UNHCR – Canada 2.7.14 2.8.13
- 15. Case Study: UNHCR – Canada Results: 1. Online revenue increased by 422% 2. Facebook traffic increased 59%, and more than 304% from m.facebook.com over same period in 2012 3. Website traffic on World Refugee Day up 50% 2.7.14 2.8.13
- 16. 2.7.14 2.8.13
- 17. Case Study: UNHCR – Canada Lessons learned: 1. Plan all posts on a calendar for the campaign; pay special attention to high media interest days. 2. Test everything; don’t be afraid to make changes after each piece or post to refine. 3. Develop a message that engages broad audiences. 2.7.14 2.8.13
- 18. Case Study: Detroit Children’s Center Integrated social media into annual appeal 2.7.14 2.8.13
- 19. Case Study: Detroit Children’s Center • Ramped up social media engagement before integration into appeal • Established task force of staff, volunteers and donors to share messaging • Measured as posted – but not immediately 2.7.14 2.8.13
- 20. Case Study: Detroit Children’s Center Results: • Online donations = 21% of revenue • Mobile traffic increased 78% • Significant increase in social media activity 2.7.14 2.8.13
- 22. What’s on the horizon? Crowdfunding: • Like venture capital for philanthropy • Middlebury College in Vermont-has raised more than $600k since 2008 through two crowdfunding sites where donors select projects to support 2.7.14 2.8.13
- 24. See you in San Antonio! ICON March 23-25 2.7.14 2.8.13
Editor's Notes
- We will assume if you are in this session, you know the major platforms and your org is on them. But humor us. How many of your orgs are on:FB, twitter, LinkedIn, Pinterest, Instagram, YouTube. How many of you personally are? And are you linked to your org?
- “If Facebook is my diary, then Twitter is my mood ring and Instagram is picture of my feeling (emotions?)”FB-An online community and a large network that is not necessarily “intimate” because it is so openTwitter-A “micro-blog” with a more information gathering function; live links; connections between followers maybe less personal and more interest/ideology basedLinkedIn-professional networking;Prospect research/information gathering utilityPinterest-virtual cork board;For an organization, useful to think of product/mission based corkboards—specific utilityInstagram-A tighter network/social circle with more intimate relationships than other SM platforms; sharing is done through images, which evokes different types of emotionsYou Tube-really? You don’t know?
- 1. Awareness of org: creating and increasing awareness2. Engagement w audience: two-way street, another way to reach current audience and reach non-traditional audiences (e.g. Millennials)3. Integration with fundraising efforts—KEY to SM is understanding is it not a stand-alone tool but rather an enhancement to existing strategies and campaigns
- Talk about what the study is. 7th annual. How is study done, by whom etc.?Done in 2012. NTEN and M-R strategic services
- Millennial impact study stats (involved several national nonprofits-NAME A FEW, lead research partner is CASE Foundation)-(normally return to social media not the web after first visit).Wealth Engine white paper “Fundraising’s Social Revolution: How Social Media is Changing Nonprofit Culture and Practice” cites the digital marketing manager for Feeding America, who engaged with a colleague regarding engagement of potential donors. He told him: “I am in my 20s, and on social media now. I don’t have a lot of money. But when I am in my 40s, and I do have money to give, I’m going to give to the charities that are talking to me now.”
- Before you make the ask, you do your homework, right? Why not use social media?WealthEngine white paper “Fundraising’s Social Revolution: How Social Media is Changing Nonprofit Culture and Practice”: WE conducted survey of 1300 individuals in prospect development and fundraising fields to determine extent to which they use social media in their work.
- 2012 eNonprofit Benchmarks study by NTEN and M-R Strategic Services study-in 2011, 20% increase in # donations, 19% more funds raised by adding social media.
- You’re building relationships, but via computer
- Managed by Office of Public Affairs, but individual schools and departments have own accounts too. Challenge to have same brand standards organization wide.One of first critical steps was coming up with #Rice100. Why this is important to be concise and catchy.Built internal audience first by using and encouraging others to use hashtag well in advance of Centennial. Then spread to external community, just like the campaign.Used metrics and Google Analytics to help track activity.
- Storify screenshot
- Another key to success was creative engagement; thinking outside of box and thinking of audience. Dance Dare appeals to students, gets them actively engaged.
- Good Works was contracted for this project; they have had UNHCR as client for 4 years. Canadian office of international organization.First time social media truly integrated into the campaign to drive awareness as well as online donations.This is a Facebook ad used in campaign.
- Email sample-text donations
- Online revenue not trackable by campaign since online and offline databases aren’t merged – room to improve this.While traffic was up, site visit length was down 10% due to challenges with the landing page not resolved by client. Website is not in scope of contract.
- Twitter examples. One on left posted on WRD
- Mapping out schedule of communications is critical to success.Testing and evaluation done after every email and post. If something didn’t resonate, they changed it. This also allowed flexibility with the Syria crisis to add related messaging.They had the “what is the one thing you would bring if you were a refugee” message. Everyone from celebrities to commoners could engage. Really encouraged users to think and put themselves in shoes of a refugee.
- Prior to this year, social media activity non-existent, though they have had the accounts a while and even added You Tube a year ago.Key to their success was implementation of an internal Social Media Center of Excellence: 27 staff members and
- Posted for 6 months consistently, focusing on engaging users. Added YouTube about a year ago. “If you’re not constantly in dialogue … they are not going to come back and hang out.”Task force members were given suggested content, allowing them to craft message and make easier. Key to success was to be upfront in the ask about how frequent posts would be (twice a week). Some posted as is/some personalized. “We removed all obstacles from their path.”FB was #1 platform, most engaging. Twitter close 2nd but mostly for clickthrough rates. Measured by FB comments/shares, Twitter RTs. # followers/fans is great but engagement was viewed more valuable. Would give about a week after message posted before measuring since users not online at same time. Based on what worked/didn’t, they would craft messages for next week.
- Tips: Make sure someone on staff is a good writer. Have a theme, know your audience well so message resonates.Need good creative/graphicsDon’t be afraid to change campaign from year to year; for-profit orgs do it all the time.Integrate everything and be sure to have a mobile friendly landing page for campaign on web.
- Crowdfunding – CASE article “Crowd Around” May/June 2013 CURRENTS magazine:Gives more immediate, direct and personal giving opportunities for donors who want to see tangible impact of gifts. First crowdfunding sites launched in early 2000s to help entrepreneurs pool venture capital from investors. Middlebury College in Vermont was an early adopter, beginning development of its program in 2008, which first launched in 2010. MiddSTART started with projects initiated, designed and implemented by students but now promotes college fundraising priorities such as scholarships. In the first year, MiddSTART raised more than $90k, which prompted the addition of MiddGOAL for athletics. The college has raised more than $600k through the 2 programs to date.“Conventional wisdom is that if you can get donors to give early and often, they will make a habit of giving throughout their lives. MiddSTART is attracting a new generation of student donors who are more likely to give after they graduate.” – Margaret Paine, director of advancement communications
- Thanks to several AFPeeps who helped provide case study materials. Join us March 23-25 for ICON in SA!