Value of a Social Influencer

WHAT IS A SOCIAL INFLUENCER
REALLY WORTH? Twitter:
Mark Davis, Blackbaud #BlackbaudSocial
Director of Product Marketing
mark.davis@blackbaud.com
Audio:
1-866-4106539
@mcdavis7
6543912#
Casey Golden, Small Act
www.blackbaud.com/
CEO social-influencer
casey.golden@smallact.com
@smallactguy

7/23/2012 1

WHY ARE INFLUENCERS IMPORTANT?

with

VS. Or...
benefiting…

&

7/23/2012 2 Call in: 1-866-4106539 6543912# #BlackbaudSocial

REVIEW OF THE SOCIAL NETWORKING
BENCHMARK REPORT


7/23/2012 4 Call in: 1-866-4106539 6543912# #BlackbaudSocial Networking Benchmark
2012 Nonprofit Social
Report [INFOGRAPHIC], Blackbaud

2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud


7/23/2012 6 Call in: 1-866-4106539 6543912# 2012 Nonprofit Social Networking Benchmark Report
#BlackbaudSocial
[INFOGRAPHIC], Blackbaud

2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud 2012


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


The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011


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


• 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


FOUR INFLUENCER RATINGS


4 = KEY INFLUENCER


3 = ENGAGER


2 = MULTICHANNEL CONSUMER


1 = STANDARD CONSUMER


HOW MESSAGES TRAVEL


ARE OUR MAJOR GIFT PROSPECTS SOCIAL?


H O W A R E N P O S U S I N G S O C I A L D ATA


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


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.)


“ We are interested in utilizing social data to better engage our
constituents across multiple facets of our organization; major
gifts, advocacy, special events and direct response. We
believe this added intelligence would allow us to better
steward our donors and our participants in a more thoughtful
way lending to increased retention and acquisition.”

Kate Giblin Rooper
Vice President, Campaign Development
American Diabetes Association


EVENTS: IMPROVING RETENTION

The Situation: Huge loss of participants every year. If the team captain
leaves, the whole team vanishes.

The Goal: Increase retention of participants by 10%+

The Strategy: Identify those individuals who are (a) on a team and (b) have
strong social influence as back ups for the team captain position next year and
cultivate them.

The Tactics: Use Social Influencer rating to identify key participants. Provide
special cultivation opportunities pre, during and post event.



“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


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)


WHERE DO GO FROM HERE


HOW CAN SOCIAL SCORE HELP?
• Events
- How can I better identify who will be successful p2p fundraisers?
- How can I achieve better year over year donor retention?

• Direct Marketing/Email
- How do I increase the „ask‟ amount for the right segment of our
file?
- How can I increase the success rate of my mail drop?
•

• Sustainer Program
- How do I identify the best prospects for this program?

• Advocacy
- How do I maximize our efforts and get viral spread of our
message?


SOCIAL SCORE OFFERING OVERVIEW

Social Media Impact Social Influencer Impact

• Access publically - Key influencers can and
available data from: are promoting client
messaging
- Facebook 900M users
- New social data enable
- LinkedIn 150M users
added dimension to
- Twitter 100M+ users
existing fundraising
strategies
- Other networks

Social data enables organizations to identify, profile and target
high-value relationships in social media

WA N T M O R E ?
More NTEN / Blackbaud Webinars: www.blackbaud.com/nten

Download the whitepaper: www.blackbaud.com/social-influencer
Download presentation: www.slideshare.net/mcdavis7
Download benchmark report: www.nonprofitsocialnetworksurvey.com
Follow us: www.netwitsthinktank.com


Value of a Social Influencer

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