Kerry Rego presented to the Association of Fundraising Professionals in Santa Rosa, CA on January 25, 2012. Providing the definition of social media, current statistics, categories of use, basic strategy, statistics specific for non profits and fundraising, obstacles, and case studies.
- Facebook 800 million users
- Twitter 100 million users
- YouTube 4billion + views per day
- LinkedIn 135 million users
- Google+ 90 million users
Slide 4 – Social Media, A Definition: Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. –Wikipedia
Slide 5 – The 7 C’s of Social Media – Dose of Digital
Slide 7 – Categories of Social Media Tools
- Blogs, microblogs, RSS feeds
- Multimedia – audio, video, pictures
- Social Networks
- Mobile, texting, ads
- Location based services, check in
- Share & review
- Email marketing
- Document sharing
- PR tools
Slide 8 – Simple Social Media Strategy
- Tools, Research
Slide 9 – Market Research
- WHO is the audience?
- WHAT is their preference?
- WHEN do they want to hear from you?
- WHERE are they?
- WHY are you there?
- 92% of nonprofits use at least one social network – Blackbaud
- There has been a 61% increase in online giving from 2001 to 2011. The average donation was $226 now $73. – Network for Good
- 33% of online donations come from email appeals while only 7% come from Facebook. – Razoo
- Four out of five nonprofits agree that social networking is valuable to their growth and community engagement. – Nonprofitsocialnetworksurvey.com
Slide 12 – Nonprofit’s Social Media Use (image on Frogloop)
Slide 13 – Where the Money is Coming From, WePay [sorry the original link was lost :( ]
- 36% Facebook
- 9% Email
- 5% Blog
- 4% Twitter
- Don’t have a budget
- Don’t dedicate staff
- Don’t have a focus
- Hire or assign a current staff member
- Allocate Budget
- Add social media to your fundraising appeals
- 64% of American adults now use text messaging
- 9% have texted a charitable donation from their mobile phone, Pew Internet & American Life Project
Human Rights Campaign recruited an additional 30,000 new supporters through timely action alerts and petitions on the Care2 network ’09-’10. HRC developed an integrated multichannel marketing approach that sought to connect, engage, and convert warm recruits through telemarketing, direct mail, email and text messaging.
Slide 19 – Case Study, Text to Haiti
- Contributions were often spur of the moment decisions that spread virally through friend networks
- 73% contributed via phones on the same day they heard about the campaign
- 76% say they often make text donations without doing much research
- 43% of these donors encouraged their friends or family members to give to the campaign as well
- 56% have continued to give to more recent disaster relief efforts via mobile
- Beth Kanter’s Blog
- Pew Internet and American Life Project
- Non Profit Social Network Survey
- Care2Team Slideshare
You can contact Kerry Rego to book her to speak to your group by contacting kerry [at] kerryregoconsulting.com