Donna Wilkins, CEO, CharityDynamics Twitter Handle: @DonnaJWilkins Donor Engagement is rapidly evolving and is immensely important to your organization’s success. Is your nonprofit organization reaching out to the donors who make your campaigns successful? Is your nonprofit connecting with those who have chosen your nonprofit as their favorite charity? Nonprofits that establish themselves as a donor’s favorite charity are more likely to receive greater support from them – not just in terms of cash contributions, but also through volunteering, event participation and issue advocacy.

1. Harnessing Social Media for Donor Engagement
Donna Wilkins

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Your Speaker
• CEO, Charity Dynamics
• Co-creator Boundless Fundraising, raised $300M+
• @donnajwilkins
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4. Become your donor’s favorite
charity by harnessing social media to
engage them!
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The importance of being the favorite
• 47% give a majority of their annual
total donation amount to the charity
to which they feel most connected.
• 30% of donors report visiting
Facebook as a way to interact with
their favorite charity
• 54% of donors are willing to
champion their favorite charity by
sharing content
Source: Nonprofit Donor Engagement Benchmark
Study conducted by NTEN & Charity Dynamics
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Social media’s role
• Supporters back their favorite charity using digital
media to participate in engagement activities ranging
from donating to volunteering to spreading the word
about their favorite charity.
• Younger donors favor social networks for
communication.
 Source: Nonprofit Donor Engagement Benchmark Study
conducted by NTEN & Charity Dynamics
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Are you being social?
Where To Start:
• Review your social metrics over
the past 12 months to see where
spikes in engagement tie to
marketing efforts
• Look for content that received
high engagement to identify the
best content types
• Make social media promotion part
of your content marketing
strategy
54% of donors are willing to
talk to friends and family about
their favorite organization.
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Is organic reach enough?
• A company or organization’s organic reach for their
average post currently sits around 6.5% (as of April 2014)
• It’s expected to go down to only 1%
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Organization Top Challenges
Source: Charity Dynamics Social Engagement Survey March 2014
Top Challenges
Driving
Engagement
Content Creation
Audience Growth
Measuring Impact
Reaching Right
Audience
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Overcome dwindling organic reach?
1. Content
2. Pay to Play
3. Get your supporters to tell your story
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Content!
• Social media is being used more and more to deliver
content
• Content must be meaningful and worthwhile to your
followers
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Tips for Engaging Social Media Content
1. Use pictures
2. Use humor
3. Keep time zones in mind
4. A/B Testing
5. Frame content to suit your social media audience
6. Partner with content generators
7. Interviews / Surveys
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Pay to Play!
• Like it or not, you may need to
pay to boost posts
• Put a strategy in place
• Set goals for social media
audience
• Promote the posts with specific
engagement
• Measure impact and assess ROI
of paid promotion
Social Media Promotion
Spend
Never
Rarely
Sometimes
Often
Source: Charity Dynamics Social Engagement Survey March 2014
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Get your supporters to tell your story!
• Ask supporters to share your story in social media
posts, website, and email
• Mobile friendly content and apps make it easier for
your supporters to share your story with their family
and friends
• Posts by your supporters see almost 10X the views as
your posts
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15. THREE LEVELS OF
SOCIAL MEDIA
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Share in Navigation and Multiple Platforms
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Share in Navigation and Multiple Platforms
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Regular updates to Your social Media Pages
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Provide Participants with Interesting Shares
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Coach Supporters to Use Social Media
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What You know
• Who’s using social media?
• What are they talking about?
• What asks are they responding to?
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So, What?
• What are the best channels to reach
valuable supporters?
• What’s the value of your investment in
social media?
• How do participants, donors, team
captains, and others behave differently
when they use social media?
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Available vs. Attainable
Online Activities
Offline
Activities
Profile
Demographic
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Impact – Look for the Ripple Effect

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33. Contact Charity Dynamics at:
info@charitydynamics.com
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