REALLY WORTH? Twitter: #BlackbaudSocial. Audio: # social-influencer

Transcription

1 WHAT IS A SOCIAL INFLUENCER REALLY WORTH? Mark Davis, Blackbaud Director of Product Marketing Twitter: #BlackbaudSocial Audio: # Casey Golden, Small Act CEO social-influencer 07/24/2012 1

2 WHY ARE INFLUENCERS IMPORTANT? with VS. Or... benefiting & 07/24/ Call in: # #BlackbaudSocial

3 REVIEW OF THE SOCIAL NETWORKING BENCHMARK REPORT 07/24/ Call in: # #BlackbaudSocial

4 07/24/ Call in: # #BlackbaudSocial 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud

5 07/24/ Call in: # #BlackbaudSocial 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud

6 07/24/ Call in: # #BlackbaudSocial 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud

7 07/24/ Call in: # #BlackbaudSocial 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 2012

8 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 07/24/ Call in: # #BlackbaudSocial

9 The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud /24/ Call in: # #BlackbaudSocial

10 UNDERSTANDING YOUR INFLUENCERS AND THEIR VALUE 07/24/ Call in: # #BlackbaudSocial

11 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, Q /24/ Call in: # #BlackbaudSocial

12 FOUR INFLUENCER RATINGS 07/24/ Call in: # #BlackbaudSocial

13 4 = KEY INFLUENCER 07/24/ Call in: # #BlackbaudSocial

14 3 = ENGAGER 07/24/ Call in: # #BlackbaudSocial

15 2 = MULTICHANNEL CONSUMER 07/24/ Call in: # #BlackbaudSocial

16 1 = STANDARD CONSUMER 07/24/ Call in: # #BlackbaudSocial

17 HOW MESSAGES TRAVEL 07/24/ Call in: # #BlackbaudSocial

18 ARE OUR MAJOR GIFT PROSPECTS SOCIAL? 07/24/ Call in: # #BlackbaudSocial

19 HOW ARE NPOS USING SOCIAL DATA 07/24/ Call in: # #BlackbaudSocial

20 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 07/24/ Call in: # #BlackbaudSocial

21 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.) 07/24/ Call in: # #BlackbaudSocial

22 SO, WHAT DO THE CUSTOMERS SAY? 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 07/24/ Call in: # #BlackbaudSocial

23 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. 07/24/ Call in: # #BlackbaudSocial

24 SO, WHAT DO THE CUSTOMERS SAY? 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 07/24/ Call in: # #BlackbaudSocial

25 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 ygiving gcampaigns (c) promote monthly giving opportunities online (at time of donation) 07/24/ Call in: # #BlackbaudSocial

26 WHERE DO GO FROM HERE 07/24/ Call in: # #BlackbaudSocial

27 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/ - 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? 07/24/ Call in: # #BlackbaudSocial

28 SOCIAL SCORE OFFERING OVERVIEW Social Media Impact Access publically available data from: - Facebook 900M users - LinkedIn 150M users - Twitter 100M+ users - Other networks Social Influencer Impact - Key influencers can and are promoting client messaging - New social data enable added dimension to existing fundraising strategies Social data enables organizations to identify, profile and target high-value relationships in social media 07/24/ Call in: # #BlackbaudSocial

29 WANT MORE? More NTEN / Blackbaud Webinars: com/nten Download the whitepaper: Download presentation: Download benchmark report: Follow us: 07/24/ Call in: # #BlackbaudSocial