Recording: http://www.youtube.com/watch?v=CD5w6irusoI
Description:
How do you know if the efforts your charity is putting into social media are worth it? Are you even measuring the right things? Join this webinar to learn about the ROI you should expect from investing resources into this means of outreach, marketing and fundraising, and how you can present your successes to senior staff and your Board with more confidence.
2. CanadaHelps.org
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.
4. You can hear us, but we can’t hear you
Type questions in the Questions Log
Webinar recording and slides
will be available on
www.mycharityconnects.org
Turn up your volume
For the best webinar experience, close all other applications.
10. What are you trying to achieve?
GOAL
• ABC charity will become an expert and trusted
resource in our local community about adult literacy.
AUDIENCE
• Local literacy service providing organizations, local
media outlets
TOOL
• Blog
11. Objectives
• Increase blog subscribers by 50% over the
next 12 months
• 40% of blog posts contain active discussion in
the comments about the issues raised
12. S-M-A-R-T Method
Specific
Measurable
Actionable
Realistic
Timed
*Term first used by George T. Doran
18. Action
• Donation
• Tell a friend
• Sign a petition
• Visit the organization
• Attend a fundraising event
• Volunteer
19. What’s Your Strategy?
• Tied to social media plan
• Establish a timeline
• Tactics to accomplish objective
• If-Then plans
• Create an simple way to track progress
20. What Are Your Tools?
• Google Analytics
• Google Alerts
• TwitterSearch
• Facebook Insights
• Hootsuite
*Photo courtesy of geishaboy500
23. “Any measurement must take into account the
position of the observer. There is no such thing
as measurement absolute, there is only
measurement relative.”
Jeanette Winterson
24. • Chose a few things to measure
• Track progress
• Record data based on monthly or bi-weekly
timeframe
25. Baseline measurements
• number of followers/subscribers
• action/donation/sharing/clicks
• resources expended (people, time, money)
*Photo courtesy of conray
27. Actionable Data
• Focus on actionable data:
– Measurement should inform specific decisions
and/or actions.
– Do not measure everything, but do measure what
is most important to your goals.
– The data you gather should help you learn
- From the Bill & Melinda Gates Foundation
28. Website Data
• Number of unique visitors
• Page views
• Length of time on site
• $$$ raised
29. Website Data
• Search rank
• Registrations
• Referrals
• Donation average
30. Social Media
• Subscribers/ Unsubscribes
• Followers
• Comments
• Favourites
• Video/photo views
• Retweets
• Likes
31. Social Media
• Page/post views
• # of posts
• Most popular posts
• Conversations
• Feedback
• Repeat supporters
32. Added Value Measures
• New ideas
• New partnerships
• Reduced training / professional development
costs
• Reduction in communication costs
• Reduction in phone calls, emails about a
particular issue
34. XYZ Charity & P2P Fundraising
Campaign
GOAL:
• Promote a new peer-to-peer fundraising
campaign to raise awareness of our
organization and raise funds through social
media
AUDIENCE:
• Young professionals in Windsor
35. XYZ Charity & P2P Fundraising
Campaign
TOOLS:
• Facebook Page & Twitter
OBJECTIVES:
• Recruit 20 fundraisers to set up GivingPages
• Raise $1500 by September 31st through our
campaign
• Raise awareness – increase likes by 150 &
Twitter followers by 150 by September 31st
36. Measures
Exposure:
• Traffic to page
• # of “Likes”
Engagement:
• Links to campaign landing page
• # of posts to page
• Conversations
37. Measures
Influence:
• # of posts on other pages/sites about
campaign
Action:
• # of GivingPages set up
• # of new donors
• $ raised
48. www.mycharityconnects.org
Next Webinar
• Free online resources
• Information about technology “Peer to Peer
• Video demonstrations Fundraising with
CanadaHelps
• More webinars
GivingPages”
• Past webinar recordings
• Learning opportunities June 23, 2010
• Events 2PM – 3PM
(Eastern Time)
50. Thank you for attending!
Webinar slides and recording will be up on:
www.mycharityconnects.org/pastwebinars
Check out www.mycharityconnects.org for more resources!
Questions, feedback, comments?
Email us at: info@canadahelps.org
51. • socialmediatoday.com – Brian Solis
• altitudebranding.com – Amber Naslund
• asimplerway.com – Evo Terra
• metricsman.wordpress.com - Don Bartholomew
• bethkanter.org – Beth Kanter