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Nonprofit organizations are challenged translating the value of social and digital platforms to their base of traditional donors. "Traditionalists" don’t use social media to support causes online, if they use social media at all. "Mainstreeters" are hesitant to use it to support their causes. This presentation covers: who is a Traditionalist and Mainstreeter, how do they hear about your organization, what are they looking for from you, and a strategy to empower these donors with the knowledge, tools, and resources to use social and digital platforms for your organization.
SARAWorked with nonprofit organizations for the past year and a half and constantly hear their struggle with socialAlso heard issues with them appealing to younger demographicSolved that problem, so now doing this
SARA - add
SARA – ask a raise of hands
DEBRA = 18% of all seniors use social networks
DEBRA 45-54 year olds are the largest growing group on social networks – huge opportunity and clearly an interest. Facebook is the most addictive - 23% of Facebook’s users check their account five or more times EVERY DAY.
SARAWhy it is important to empower people with tools to advocate for your cause + facebook engagement
DEBRA: TAKEAWAY: If you can bring your traditionalists online, they’re likely to like it and participateA recently released study. From July 23 to Aug. 2, 2012, among 2,004 digitally engaged cause supporting adults, ages 18 and older. Specifically, qualified participants were online or offline supporters of a charity or cause during the previous 12 months; moderate social media users (as defined by posting content, commenting or liking at least three times per week), and following at least one brand, company or organization on a social media platform
DEBRASometimes the traditionalists you think are offline are actually online
DEBRANumber of different types of people, and the type we call traditionalists are called Mainstreeters. Who is a mainstreeter?
DEBRA Traditionalists may be highly receptive to peer to peer fundraising
SLIDE – definitions of traditionalists and mainstreeters and top 3 slidesa.) traditionalists who are offline who we really want to support online, because when given the right tools, they can be influencersb.) are online but have not been active online for you
SARAa.) traditionalists who are offline who we really want to support online, because when given the right tools, they can be influencersb.) mainstreeter are online but have not been active online for you
SARA – reflects previous slide, 1.) identify online influencers – they may be mainstreeters, partners2.) utilize your CM tool or reporting to identify your most influential and valued traditional donors3.) invite6.) “volunteers” could be evangelists, stakeholders, or transitioned offline to online7.) you might not be used to doing this and it may not be your “job”, but this is a reminder that you’re not alone. Many of you are doing this and you can find support for yourself in LinkedIn/FB groups,
SARASample tweetsSample Facebook posts including imagesPhotos are most “liked” and “shared”Correctly tagging organizations and partnersAsk: LinkedIn Updates
SARAEvents are an integral part of an organizations fundraising effortsLeveraging online registration allows your support team to promote your event, sell tickets
SARAThere are lots of other ways to drive marketing too and the key is to have every touch tie back to your registration page.
Ask people to turn to the person next to them and share?Then, ask people to share
Turning Traditional Donors into Online Evangelists
Turning Your Traditionalists into an
Empowered Digital Support Team
Senior Boston Marketing Manager
Focus on local NPO community
Event planner and attendee
Digital Engagement Strategist,
Community Organizer 2.0
Goal-oriented, measurable digital
strategy and social media
Co-organizer of the Boston 501
Tech Club, #501TechBOS
CHALLENGE & OPPORTUNITY
Translating the value of social and digital platforms to
your traditional donor base.
Traditionalists don’t use social media to support causes
online, if they use social media at all. Mainstreeters are
hesitant to use it to support their causes.
Empower your traditional donors with the knowledge,
tools, and resources to use social and digital platforms
so they can learn first-hand the value in these mediums
BY THE NUMBERS: Nonprofits and social media
• 89% of charitable organizations use some sort of social
• 45% say social media plays a “very important” role in
• % of money raised through social media has doubled in
past five years
• Less expensive than traditional marketing
Image Source: http://mashable.com/2012/12/12/non-profits-social-media-infographic/
What is a Traditionalist?
Traditionalist: A loyal donor who is not on
social media but may be interested
• Likely semi-retired or retired
• Moderate amount of free time
• Fastest growing community on social media
What Do You Think??
Why aren’t traditional donors already supporting causes
1. Donors aren’t on social networks
2. Donors haven’t thought about it
3. Donors don’t know how
4. Donors are not comfortable talking about our
Seniors and social networks
34% of online
Engaging Traditionalists and Mainstreeters
1. Growing segment of online and social network users
2. Extremely people-driven; hear about causes from friends and
family on and offline
3. Give them tools to use, help them show their impact, they want
to influence others online
Traditionalist: An loyal donor who is not on social media but may
be interested in learning more.
Mainstreeter: A loyal donor active on social media personally but
has not yet advocated for a cause.
CRAWL WALK RUN FLY
Borrowed with thanks from Beth Kanter
look a lot
CREATE YOUR PLAN
1. Develop a Digital Support Squad of your most valued online
stakeholders and evangelists. Prep them to welcome your
2. Identify your most influential and valued traditional donors.
3. Invite some to join your Digital Support Squad!
4. Empower development team to connect with them individually
online and support them
5. Offer the squad suggestions for online + offline connecting
6. Recruit volunteers to run webinars and skill-building sessions
7. Find support for yourself in professional online groups
• Identify those Traditionalists and Mainstreeters with
• In-person support skill sessions to optimize social media
• Facebook profile
• Linkedin or Twitter profile
• Google profile and using Gmail
• Using online fundraising
• Webinars and “open office hours”
• Encourage them to add volunteer information in LinkedIn
and Google profiles
• Invite them into a private, secret online group.
• Give them what they want: to be able to connect with
family and friends far away
• Build confidence
• Offer sample posts, updates, and Tweets for
them to use
• Creating status update shares on Facebook
• Sharing a story onto Facebook, Linkedin
• Commenting on others’ stories
• Creating lists of people who want to know
about your volunteer work
• Develop a personal fundraising page
• Encourage questions for the Digital
Support Squad members!
• Set goals for yourself and a team
• Friendly competitions
• Page visits
• Status update shares on Facebook
• Retweets on Twitter
• Visits to event page
• Tickets sold
• Hold a Google Hangout or Skype call to
• Refined skills based on successes
• Lead webinars and in-person
sessions to train others
• Recruit other members to join
digital support team
• Expand online skill sets
• Brainstorm the next great idea with
Pro Tip: Bit.ly is a
great website to help
you shorten links for
media channels 27
Drive Every “Touch” to Registration