1. Download the whitepaper
at:
www.blackbaud.com/social-
influencer
WHAT IS A SOCIAL INFLUENCER
REALLY WORTH?
H A R N E S S I N G S O C I A L N E T W O R K S T O R E C R U I T S TA F F
AND VOLUNTEERS
Mark Davis, Blackbaud
Director of Product Marketing
mark.davis@blackbaud.com
@mcdavis
Casey Golden, Small Act
CEO
casey.golden@smallact.com
@smallactguy
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2. REVIEW OF THE SOCIAL NETWORKING
BENCHMARK REPORT
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3. 10/4/2012 3 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud

4. 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud
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5. 10/4/2012 5 2012 Nonprofit Social Networking Benchmark Report
[INFOGRAPHIC], Blackbaud

6. 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud 2012
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7. Sources:
* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud
** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge
*** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud
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8. The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
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9. U N D E R S TA N D I N G Y O U R I N F L U E N C E R S A N D
T H E I R VA L U E
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10. • 90 percent trust
recommendations by friends
more than traditional
advertising*
• 63 percent of users choose
consumer ratings as their
preferred source of
information about products
and services**
Sources
* Nielsen Global Online Consumer Survey, 2009
** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 2011
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11. FOUR INFLUENCER RATINGS
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12. 4 = KEY INFLUENCER
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13. 3 = ENGAGER
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14. 2 = MULTICHANNEL CONSUMER
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15. 1 = STANDARD CONSUMER
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16. HOW MESSAGES TRAVEL
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17. ARE OUR MAJOR GIFT PROSPECTS SOCIAL?
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18. H O W A R E N P O S U S I N G S O C I A L D ATA
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19. SO, WHAT DO THE CUSTOMERS SAY?
“With social data there is much more power to target
effectively....to then measure the results...and to then
make improvements, measure again and so on. It
allows you to continue advancing the results and
efficacy of what you do in ways that before were
either not possible or were very difficult and
expensive to do.”
Guy Fischer
National Chief Development Officer
American Cancer Society
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20. EVENTS: IMPROVE TARGETING & ACQUISITION
The Situation: For new DetermiNation event series, how to target the right
audience
The Goal: Increase success of targeted Direct Mail campaign
The Strategy: Find those individuals who are interested in this type of event and
will be able to raise sufficient funds
The Tactics: Optimize Direct Mail by:
(a) Targeting Engagers and Key Influencers, who
(b) Have existing athletic behavior and participation (marathoners,
triathletes, cyclists, exercise buffs, etc.)
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21. SO, WHAT DO THE CUSTOMERS SAY?
“When we learn where the highest return opportunities and low
hanging fruit exists, I expect the positive impact will have
ripple effects throughout the organization.”
Jaime Matyas
Executive VP and COO
National Wildlife Federation
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22. SUSTAINER GROWTH: IMPROVE MONTHLY GIVING
The Situation: Not knowing who to target with specific sustainer asks and programs
The Goal: Increase Sustainer program to boost annual and lifetime giving value of
donors
The Strategy: Identify and target those individuals who (a) have given more than
once, and (b) are a Multichannel Consumer of above
The Tactics: To this specific target segment,
(a) increase presence of monthly giving opportunities in all campaigns
(b) send exclusive monthly giving campaigns
(c) promote monthly giving opportunities online (at time of donation)
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23. WA N T M O R E ?
Download white paper: www.blackbaud.com/social-
influencer
Download presentation: www.slideshare.net/mcdavis7
Download report: www.nonprofitsocialnetworksurvey.com
Follow us: www.netwitsthinktank.com ,
www.smallact.com/blog
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24. OPTIONS
Target Analytics (Blackbaud): www.blackbaud.com
Small Act: www.smallact.com
Google: www.google.com
Klout: www.klout.com
Kred: www.kred.com
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