How Non-Profits Can Leverage Social Media To Drive Measurable Business Results

Transcription

1 A division of How Non-Profits Can Leverage Social Media To Drive Measurable Business Results February 13, 2013

2 Everyone is saying that Social media creates a tremendous opportunity for non-profits: 1. Online donations represent 13% ($39B) of all donations today ($300B) and are growing by over 35% per year 2. Social media platforms create a new communication channel to reach donors 3. Many of the tools are free 4. Social media has tremendous viral benefits Sounds great, right? 2

3 However, leveraging the possibilities of Social Media is much easier said than done. What we are hearing: I don t know where to start It s too confusing We don t have enough resources There s not enough time There isn t any budget We re behind 3

4 To better understand how you are doing relative to other non-profits, there is an incredibly valuable study called the 4 th Annual Non-Profit Social Network Report 4

5 Key Learning #1 The bottom line is that, today, there aren t a lot of organizations driving a lot of donations through Social Media. Source: 4 th Annual Non-Profit Social Network Report 5

6 Key Learning #2 - Creating awareness and building your base of supporters are the biggest uses of Facebook by non-profits today --- not fundraising. Source: 4 th Annual Non-Profit Social Network Report 6

7 Key Learning #3 However, there is value in creating awareness and getting additional supporters. Source: 4 th Annual Non-Profit Social Network Report 7

8 So, what do we recommend doing? There are ten key actions in two core categories: A. Be Active B. Use Current Supporters to Drive New Supporters 8

9 A. Be active 1. Create a baseline 9

10 A. Be active 1. Create a baseline 2. Know your audiences and the messages you want to deliver 10

11 A. Be active 1. Create a baseline 2. Know your audiences and the messages you want to deliver 3. Crawl, walk, run 11

12 A. Be active 1. Create a baseline 2. Know your audiences and the messages you want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 12

13 Action #4 Develop an activity calendar. Use it to measure activity success. Illustrative Example: Repurposed, Relevant Industry Mention Article Study Post Event Organization-Specific Events, News, Activities Thought Leadership Daily Weekly Monthly 13

14 A. Be active 1. Create a baseline 2. Know your audiences and the messages you want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content 14

15 A. Be active 1. Create a baseline 2. Know your audiences and the messages you want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content 6. Remember that success is the whole funnel not just the bottom of the funnel! 15

16 Action #6 Remember that success is the whole funnel not just the bottom of the funnel Example Impressions Shares Follows Likes Comments Volunteers Registrants Pledges Donations 16

17 A. Be active 1. Create a baseline 2. Know your audiences and the messages you want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content 6. Remember that success is the whole funnel not just the bottom of the funnel! B. Use current supporters to drive new supporters 7. Ask! 17

18 What we did: Action #7 We Asked! We engaged current donors/supports at the time of conversion and motivated them to share via social media 18

19 then, we made it as easy as possible for them to share and then we measured the results. 19

20 What we learned: Case Study #1 A charity event Results over a two week period Results: 48% share rate 7.38 referrals per share 13.64% lift in revenue 20

21 What we learned: Case Study #2 The Ripple Effect 21

22 What we learned: Case Study #3 A non-profit focused research company Results over a two month period Results: 8.9% share rate 2.12 referrals per share 34 conversions 22

23 Conversion Page Example 23

24 What we learned: Example Case Study #4 A non-profit health and human aide services Results over a two week period 24

25 A. Be active 1. Create a baseline 2. Know your audiences and the messages you want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content 6. Remember that success is the whole funnel not just the bottom of the funnel! B. Use current supporters to drive new supporters 7. Ask! 8. Use goal setting to maximize results 25

26 Donor Goal Setting Step 1 Our new Goal Setting Feature Is Available With Facebook. 26

27 Donor Goal Setting Step 2 The Donor Selects a Goal Amount. 27

28 Donor Goal Setting Step 3 The Goal Setter Provides Permission For Us To Update Their Facebook Wall As People Contribute Towards Their Goal. Good Influence is exploring how to help non-profits drive greater donations. To do that, we would like to post to your wall each time someone makes a donation towards your goal. We believe this will motivate others to join in. 28

29 Donor Goal Setting Step 4 The Goal Setter s Post Now Includes The Goal. 29

30 A. Be active 1. Create a baseline 2. Know your audiences and the messages you want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content 6. Remember that success is the whole funnel not just the bottom of the funnel! B. Use current supporters to drive new supporters 7. Ask! 8. Use goal setting to maximize results 9. Use A/B testing to optimize results 30

31 A. Be active 1. Create a baseline 2. Know your audiences and the messages you want to deliver 3. Crawl, walk, run 4. Develop an editorial calendar 5. Use engaging and compelling content 6. Remember that success is the whole funnel not just the bottom of the funnel! B. Use current supporters to drive new supporters 7. Ask! 8. Use goal setting to maximize results 9. Use A/B testing to optimize results 10. Remember that success is the whole funnel not just bottom of the funnel! This is so important it is worth saying twice!! 31

32 Thank You Dan Lynn Founder and CEO A Division of RPPL FX, LLC dlynn@rpplfx.com 32