Presented at the National Development Institute, Major Gifts Ramp Up 2015 Conference.

1. Mythology: The Perfect Social Media Tool
and Social Media Donor

2. Social Media Companies Are Not Utilities
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3. They are Data Companies Disguised as Utilities
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4. Built to Make Guy’s Like Him Rich
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5. By Charging You to Access Your Followers
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6. Because Facebook Not Only Owns the Internet
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• Facebook has more than 1.4 billion monthly users.
• 72% of adults who use the Internet visit the site at least once a month.
• 936 million, or 65% of Internet using adults, use Facebook daily.
• It’s the second most visited site globally, just behind Google.
• More than 1.2 billion people use the mobile app monthly.
• Two thirds of them use the mobile app daily.
• 581 million, or 30% of Facebook users, only login from a mobile device.

7. Facebook Controls the Internet
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Facebook Refers 24%
of All Traffic on the
Internet

8. By Closing the Internet
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9. But Social Media Makes Money!
#GivingTuesday 2014 raised 63% more than 20131/14/2016 Benjamin Rodriguez, www.digitalconcern.com 9

10. Look Closer… $3,000 per Organization… Globally
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11. 1% of All Online Fundraising Can Be Attributed to Social Media
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12. Well our email campaigns work
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13. Nope...
Emails have a 14% Open Rate (12% 2013)
But a 0.48% Click-through Rate (0.45% 2013)
Resulting in a 0.06% Response Rate (0.07% 2013)
-12% in Email Fundraising Response Rates (-11% 2013)
2015 M+R & NTEN Benchmarks Study
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14. Our Website Works!
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15. Sorry :-(
0.76% of all NP visitors made a donation (.69% 2013)
$0.76 = average value of a nonprofit website visit
13% of visitors who made it to the donation page
actually made a donation (%15 2013)
2015 M+R & NTEN Benchmarks Study
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16. RECAP
Facebook Taking Over
Social Media Underperforms
Email Dying a Slow Death
Websites are becoming irrelevant
Online donations were 6.7% of all fundraising in 2014
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17. There’s Always These Guys
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18. Don’t Focus On “Future” Donors When You Have Bills to Pay Today
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19. However, They Will Make Up 50% of the Workforce by 2020
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20. TARGET
Boomers Gave $47.1B
$14.4B more than Matures or Silent ($32.7B)
$28.5B more than Gen X ($28.6B)
$37.4B more than Millennials ($9.7B)
Convio Next Gen White Paper 2014
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21. Millennials and Gen X Cost More to Engage
Millennials Gen X Boomers Matures
Direct Donation 42% 51% 61% 71%
Visited Website 27% 28% <1% <1%
Donated Goods 23% 19% 25% 26%
Attended Event 19% 18% 13% 13%
Peer to Peer 15% <1% <1% <1%
Volunteered 15% 16% <1% <1%
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22. Remember these guys…
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23. They take the most time to engage.
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87%+ of Millennials Gave a Financial Gift in2014
• Engage with causes to help other people, not institutions.
• Support issues rather than organizations.
• Prefer smaller actions before committing to a cause.
• Treat all their assets (time, money, network, etc.) as
having equal value.
• Need to experience an organization’s work without
having to be on site.

24. And Time is Your Greatest
Asset
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25. What Should We Do Next?
Create Original Content on Home Page
Change Home Page and Social Media Content Frequently
Buy Google Keywords to Increase Search Ranking
Setup a Facebook Page and Buy Ads to be Seen by Followers
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These Guys Want Your Time Because that = Money

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No Love for Nonprofits
Only 2% of U.S. nonprofits raised $10,000 to $25,000 through
Facebook in a 12-month period, and 1% raised $25,000 to
$100,000 according to Blackbaud.

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“Why Amazon Is Smiling and Charities May Be Losing”
You feel “good” because you “gave”, Amazon feels great because you bought.

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Let me introduce you to your new banks

30. What’s Coming Next!
We will have more
confidence in the
instant ATM in our
pockets.
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Apple Pay
Google Wallet now
Android Pay

31. Giving will be Instant
Donors will reach for
their phone and make a
donation.
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Apple Pay
Google Wallet
Android Pay

32. Giving will be “Mobile”
Donors will give more
frequently in smaller
amounts.
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Google One Today

33. Impact On Your Organization
Must be mobile and multi-platform
Able to maintain hundreds of “smaller” conversations
Change your online content daily
Case for Support will be your Primary Content
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