The document summarizes online giving trends and the use of social media by non-profits. It finds that 41% of people stopped donating to at least one non-profit in the last 5 years due to being overwhelmed by requests. Online giving has grown 23% and was over $10 billion in 2008. Successful non-profits are using social media like blogs, Facebook and Twitter to engage donors, especially younger donors. The document provides tips on how to create an effective social media strategy and use tools like blogs, photos, and mobile apps to promote causes.

1. Online Giving Trends
and
Social Networking
Marion Conway
March 18, 2009
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2. Giving Trend Concerns
41% Stopped donating to at least 1 nonprofit
in past 5 yrs - overwhelmed by appeal letters
34% Concerned organizations spent too
much on fund raising
29% giving more to fewer causes
29% donating more to local charities rather
than national
Chronicle of Philanthropy – Conducted in January 2009 by Cygnus Applied Research, the survey
polled 17,365 people who had given in the past to charity.
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3. Trends in Online Giving
11% Growth in website traffic for small
nonprofits
23% Growth in Online Giving
$61 Average Gift
Email open rates have fallen to 14% from
22% last year
Source: Convio 2008 Benchmarks Study – 400 Participating Nonprofits
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4. Your Donors are Online
2008 Convio Study Results
Online Giving was over $10 Billion
51% Wealthy Prefer to Give Online
Source: Convio Wired Wealthy Research Report
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5. Wired Wealthy Report Results
Nonprofit websites lack inspiration, connection, and
opportunity for deeper engagement
Nonprofit emails are not inspiring
80% have made donations online
Benefits of making donations online:
speed and efficiency – less cost for admin
credit card miles
donation-tracking abilities
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6. Web 1.0 and 2.0
Web 1.0
Website, Email
Web 2.0
Social Media
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7. Web 1.0 Basics
Website – Update Frequently
Link! Link! Link!
Eliminate Outdated Info
Donate Now – Check and Update
Email Newsletter
Update Guidestar
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8. It’s Not Just a Donate Now Button……
• Size of donation button matters
• Significant increase with less fields
• 30% improved – No request for title
• 22% better - Polite vs forceful header
• 22% better - Green vs red donate
button
Source: Donor Digital and Amnesty International 2008 Study
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9. Celebration Giving
Party with Laptop
“In lieu of gifts, you’ll
be able to make a
donation to Mary’s
favorite charity at the
party”
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10. Web 2.0 Social Media Basics
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11. Why Should We Care About Social Media
35% adults have a social media profile
73% online users have read a blog
57% have joined a social network
55% have uploaded photos
Source: Pew Internet & American Life Project's December 2008 tracking survey
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12. Social Media Age Profile
Median Age of User:
Twitter 31
MySpace 27
Facebook 26
40
LinkedIn
Source: Pew Research
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13. How About Baby Boomers?
65% consume social media (Read blogs)
34% Respond to social media (Comment)
20% Join social media site
Finding: Blogs may be the best way to
reach this age group
Source: Forrester Research February 2009
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14. Create Buzz and Build a Network…
Comments
Blog Post Social
Networking
News Sites
“Retweets
Friends
New Followers
New Connections
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15. Strategic Sharing
It’s all about giving your message the best shot of being heard
Created by Danielle Brigida for Techsoup.org Storytelling and Social Media
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16. Planning First!
What are your messages?
Who is the audience?
What are your social media goals?
What is the strategy?
How will I measure results – adapt?
Response procedures?
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17. Getting Started and Becoming Established
Mature & New Uses of Social Media
Develop Audience
Establish “Outposts” Presence
Twitter, Facebook, LinkedIn, Flickr
Blog
Listen
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18. The Path to Success
Compliments of Beth Kanter Beth’s Blog: How Nonprofits Can Use Social Media http://beth.typepad.com/
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19. Neighborhood
Block Party
Hildy Gottlieb
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20. Huge Party of People
You Don’t Know
Hildy Gottlieb
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21. Chamber of Commerce
Mixer
Hildy Gottlieb
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22. Listening
Keyword Searches RSS Feeds
Google Alerts Twitter
Google Analytics Comment on blogs
Read Blogs Facebook Groups
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23. What Should We Blog About?
What
What
readers
you
want
know
Blog About This
Source: Chris Garrett, What are blogs good for?
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24. How Oxfam Uses Flickr
Oxfam’s promotion of its
items for sale as gifts
Oxfam’s campaign for
coffee fair trade pricing
at Starbucks
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25. Using Social Media to
Promote The Race
Participants use Social Media to chronicle
the training and preparation
Blogging
Training video and pictures
Facebook
Close to the race….
Intensify with Twitter
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26. Celebration Giving with Social Media
“Help celebrate my 26th birthday with a
donation to my favorite cause” (Link)
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27. Badges
A small image that you invite
people to grab
Tiny piece of sharable content
It should be cool looking
Incorporate your logo
Opportunity to give
Explain how to join a cause
Anything you want others to
talk about for you
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28. Mobile Giving
2008 Launch
10 second United Way
Super Bowl commercial
$500K in $5 donations
More than 100,000 new
donors
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29. Web 2.0 Donors
Younger
Only give via Web 2.0
Do not want anything on paper
Target smaller contributions
Have small goal campaigns
Thank you and compliment via
social media (Write on the wall)
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30. Keys for Success with Social Media
Plan
Listen
Experiment
Engage
Let Go!
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31. Marion Conway
Email: marionconway@aol.com
Blog:
marionconwaynonprofitconsultant.blogspot.com
Website: marionconwayconsulting.com
Twitter: MarionConway
LinkedIn: Marion Conway
All photos courtesy of Creative Commons License
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