They might often be free, but they come with hidden costs – should you use social media tools to engage and fundraise? Learn how to plan, resource, and budget for social media campaigns. No, we won’t teach you how to tweet, but we will share strategies for social media success, and give you the essential tools for your organization’s own roadmap through the land of blogs, Facebook, Twitter, e-mail campaigns, and other social media. Find out how to integrate your offline marketing and communication priorities with an online audience, and hopefully, raise more money for your cause.

1. Rationalizing Social Media: Strategy & Cost-
Benefit Analysis of Fundraising Through
Social Media April 19, 2012
Generously supported by
PwC Canada:

2. What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.
CanadaHelps is giving made simple.

3. PricewaterhouseCoopers LLP 3

4. About PwC
•PwC provides industry focused assurance, advisory and tax
services for public, private and government clients in four areas:
• Corporate Accountability
• Risk management
• Structuring and mergers and acquisitions
• Performance and process improvement
•Part of a global network of firms – 154,000 people in 153 countries
•PwC service areas include our multi-disciplinary Not for Profit
and Sustainable Business Solutions Practices
PricewaterhouseCoopers LLP 4

5. PwC Canada Foundation
PwC established a charitable Foundation in 2004.
Its mission is to help
build and empower community leadership
by helping employees sharing their time,
expertise and resources.
PricewaterhouseCoopers LLP 5

6. PwC community impacts
The total number of volunteer hours donated by PwC employees
during work hours over the past seven years.
90,000
PricewaterhouseCoopers LLP 6

7. How PwC looks at the work of our sector
Thought Leadership
Publication:
Capacity Building: Investing in
not-for-profit effectiveness
Read more about the initiative:
www.pwc.com/ca/capacitybuilding
Twitter: @CSRjames
James Temple
Director, Corporate Responsibility,
PwC
PricewaterhouseCoopers LLP

8. Rationalizing Social Media:
The Cost-Benefit Analysis of
Fundraising Through Social Media

10. Social media (n) –
1. What journalists become after a few drinks
2. The universe of online tools, mostly free, that
allow individuals and organizations to share
their stories, updates, news, and keep up-to-date
on the goings-on of others.

16. Canadians log an
average of more than
2,500 minutes online
a month (~42 hours).
Source: comScore, 2010

17. Most Common Online Activities:
• Email
• Downloading movies
• Watching television
• Searching for health
information
• Making purchases
Source: Statistics Canada, 2010

18. British Columbia
and Alberta have Province
% of Population
Online
the most people Newfoundland & Labrador 69
Prince Edward Island 77
online, with 85% of Nova Scotia 76
the population, New Brunswick
Quebec
73
77
followed closely by Ontario 81
Manitoba 77
Ontario, where Saskatchewan 79
Alberta 85
81% of people use British Columbia 85
the Internet.
Source: Statistics Canada, 2010

19. Most Connected Canadian Cities:
• Calgary – 89%
• Saskatoon – 89%
• Edmonton – 86%
• Ottawa-Gatineau – 86%
• Vancouver – 86%
• Victoria – 86%
Source: Statistics Canada, 2010

20. Canada has more than
, and is neck and neck with
India for 9th and 10th on the list of the countries with
the most Facebook accounts.
Canada’s penetration rate of about of the
population, or of the online population, is still
one of the most significant on Facebook.
Source: comScore, 2010

21. 21 million
Canadians
visit YouTube
each month
Canadians watch
an average of
147 videos
each month
18 – 24 year
olds watch an
average of 244
videos monthly
(~18.25 hours)
Source: comScore, 2010

22. • In 2010, the number of Twitter accounts in Canada increased by
75 per cent and the number of daily tweets more than doubled
• Trendrr reports that Canadian female Twitter users are more
active than male Twitter users
• Hootsuite Media saw 250 per cent growth in usage among its
Canadian users in 2010
• About 5.5 per cent of its daily traffic (55,000 tweets) comes from
Canadian users
Sources: comScore, 2010 | Hootsuite Media, 2010 | Trend

23. The Costs
• Strategy: Social Media
• Strategy: Marketing
• Paid Services vs. Free
• Upgrades: Existing Infrastructure
• Developing Content
• Finding Followers
• Letting Go
• New To-Dos

24. The Costs
• Strategy: Social Media

31. The Costs
• Strategy: Marketing

33. “While you were on summer vacation more than 29,000 children
under the age of 5 died of starvation in Somalia.”
“Please remember to give now to active supporting relief
organizations.”

35. The Costs
• Paid Services vs. Free

36. Free Tools Paid Resources
E-mail
Base levels in most e-mail newsletter Pro Accounts for e-mail contact
programs (MailChimp, ConstantContact) management
Subscriber Management - Blogs
Feedburner MailChimp
Social Networks
Facebook, Google+ Ning
Social Media Influence
Klout Radian6
Twitter/Status Update Management
TweetDeck (part of Twitter) HootSuite (Pro Account)
Blogs
WordPress, Blogger, Tumblr TypePad
Sometimes, you get what you pay for.

37. The Costs
• Upgrades:
Existing Infrastructure

39. The Costs
• Developing Content
(and Listening)

42. The Rule of 3
• Use the “Rule of Three” when posting content:
• 1/3 “me”
• 1/3 “you”
• 1/3 “them”

43. The Costs
• Finding Followers

45. The Costs
• Letting Go

47. The Costs
• New To-Dos
–Market Research
–Social Media Policies
–Measuring
–Evaluating

52. The Benefits
ROI
ROE

53. The Benefits
Return on Investment
• Better marketing & market research
• Better fundraising
Return on Engagement
• Peer-to-peer
• Unattainable, invaluable stories
• Stronger voice

54. The Benefits
Return on Investment
• Better marketing & market
research

55. “While you were on summer vacation more than 29,000 children
under the age of 5 died of starvation in Somalia.”
“Please remember to give now to active supporting relief
organizations.”

58. “While you were on summer vacation more than 29,000 children
under the age of 5 died of starvation in Somalia.”
“Please remember to give now to active supporting relief
organizations.”

62. “If I look at the
mass, I will
never act.”
- Mother Teresa

63. The Benefits
Return on Investment
• Better fundraising

66. “The donor
is bothering
me…”

67. The Benefits
Return on Engagement
• Peer-to-peer

70. The Benefits
Return on Engagement
• Unattainable, invaluable
stories

75. The Benefits
Return on Engagement
• Stronger voice

82. www.mycharityconnects.org
free online resources
 Information about
technology and social media
 Webinars
 Past webinar slides
 Learning opportunities
 Events across the country

83. MyCharityConnects Conference 2012
JUNE 12 – 13 | Allstream Centre, Toronto
Collaborate to build a stronger sector.
Innovate to solve complex problems.
Celebrate our work and the difference we’re making.
• Join non-profits from across Canada and social media
experts for the premier social media and online
fundraising learning opportunity of the year.
• Registration opens in February
www.mycharityconnects.org/conference

84. 2012 MyCharityConnects Webinars
www.mycharityconnects.org/webinars
Join us for these FREE online information sessions that cover topics relating to online technology,
social media and fundraising. Registration is open to employees, volunteers, and board members of
Canadian charities and nonprofits.
April 25 - Essential Twitter Tips for Your Charity
May 9 - Preparing for a Website Redesign
May 23 - Editorial Calendar Essentials: Organize &
Plan Your Online Communications
June 27 - Elements of a Great YouTube Video

85. 2012 MyCharityConnects Workshops
www.mycharityconnects.org/workshops
CanadaHelps often conducts workshops on the topics of online fundraising and social media in
communities across Canada. Registration is open to employees, volunteers, and board members of
Canadian charities and nonprofits.
Back to Basics: Developing a Social Media Strategy for Your Organization
• April 26 – Barrie, ON (presented in collaboration with Barrie Public
Library)

86. for more great resources…

87. PricewaterhouseCoopers LLP

88. Questions?
THANK YOU!
owen@canadahelps.org
@CanadaHelps
www.mycharityconnects.org
Generously supported
by PwC Canada: