USING SOCIAL MEDIA (DATA)

Transcription

1 2012 Nonprofit Social Networking Benchmark Report (4 th Edition) USING SOCIAL MEDIA (DATA) FOR FUNDRAISING SUCCESS 08/17/ #bbsocial 1

2 Frank Barry Dir. Digital Marketing netwitsthinktank.com Danielle Brigida Social Media Manager Nat l Wildlife 08/17/ #bbsocial 2

3 DOWNLOAD THE REPORT TODAY Get the INFOGRAPHIC also 08/17/ #bbsocial 3

4 What s going on out there? THE SOCIAL MEDIA LANDSCAPE 08/17/ #bbsocial 4

5 08/17/ #bbsocial 5 (Source: Buddy Media)

6 Social Media IT MAKES US ALL CRAZY 08/17/ #bbsocial 6

7 Why you should care? WHY SOCIAL IS IMPORTANT? 08/17/ #bbsocial 7

8 KEY INFLUENCERS 08/17/2012http://bit.ly/npoSocialArchetype #bbsocial 8

9 ENGAGERS 08/17/2012http://bit.ly/npoSocialArchetype #bbsocial 9

10 MULTICHANNEL CONSUMERS 08/17/2012http://bit.ly/npoSocialArchetype #bbsocial 10

11 STANDARD CONSUMERS 08/17/2012http://bit.ly/npoSocialArchetype #bbsocial 11

12 2012 SOCIAL MEDIA FOR NONPROFITS 08/17/ #bbsocial 12

13 DOWNLOAD THE REPORT TODAY FACEBOOK UP 30% TWITTER UP 81% 9 OUT OF 10 NONPROFITS ARE ON FACEBOOK Get the INFOGRAPHIC also 08/17/ #bbsocial 13

14 STAFFING? STAFFING ON THE RISE 75% of nonprofit organizations have ¼ or less of an FTE. 75% OF NONPROFITS ALLOCATE ½ FTE 08/17/ #bbsocial 14

15 FUNDING GROWS BUT 43% OF NONPROFITS ALLOCATE $0 TO SOCIAL 08/17/ #bbsocial 15

16 FUNDRAISING STILL LACKING NOT MANY HAVE RAISED OVER $10K THROUGH SOCIAL 08/17/ #bbsocial 16

17 TOP 3 FACTORS FOR SUCCESS Strategy. Priority. Staffing. Strategy Prioritization Staffing 08/17/ #bbsocial 17

18 Where we re headed SOCIAL CRM 08/17/ #bbsocial 18 June

19 SOCIAL CRM 08/17/ #bbsocial 19

20 Going Social NWF AND CONSTITUENT DATA 08/17/ #bbsocial 20

21 NWF S CONSTITUENT DATA Attributes (age, interests) Affiliations (schools, state affiliates, partner organizations) Interactions (mail/ , phone calls, in-person meetings) What they ve done with us (donated, taken action, volunteered, subscribed, shopped, attended a rally) 08/17/ #bbsocial 21

22 DOESN T OFTEN TRANSLATE ON SOCIAL 08/17/ #bbsocial 22

23 HOW DO YOU MAKE SENSE OF THE CROWD? 08/17/ #bbsocial 23

24 WE WANT TO ENGAGE SMARTER 08/17/ #bbsocial 24

25 HAVE ACCESS TO RELATIONSHIP HISTORY Seeing our internal tags on our live tweet/comment stream: 08/17/ #bbsocial 25

26 WHAT DOES ADDING SOCIAL DATA DO? Oh wow, the person who just re-tweeted us donated $1,000 last year. Let me message them a quick Thank you for sharing. This volunteer has a big Klout score. Maybe when I see her this weekend I should ask her to guest blog for us. We want to reach our activists on social media. Should we invest our resources in a Facebook App or Twitter campaign? 08/17/ #bbsocial 26

27 ADD CONTACTS 08/17/ #bbsocial 27

28 LEARNING MORE ABOUT OUR CONSTITUENTS 08/17/ #bbsocial 28

29 UNDERSTAND THEIR AFFINITY 08/17/ #bbsocial 29

30 WE WANT TO GET TO KNOW OUR SUPPORTERS 08/17/ #bbsocial 30

31 08/17/ #bbsocial 31

32 FILTER BY KEYWORDS AND INFLUENCE SCORES Searching and filtering to find people via their tags and influence score 08/17/ #bbsocial 32

33 SOCIAL SCORES HELP US TARGET 08/17/ #bbsocial 33

34 SOCIAL DATA FOR FUNDRAISING? 08/17/ #bbsocial 34

35 USING THE DATA TO IMPROVE FUNDRAISING Segmentation - Know where to engage with people Deeper relationships - Know more about people - Have that data at your fingertips Increased engagement - Talking to people where they hang out - Knowing more about them - = An opportunity to increase the number of meaningful touches / interactions you have with them. Results - We ve seen results improve by up to 40% in certain types of fundraising when social media is used effectively. 08/17/ #bbsocial 35

36 08/17/ #bbsocial 36

37 QUESTIONS? /17/ #bbsocial 37

38 08/17/ #bbsocial 38