Part 5: We Have a Facebook Page and My Participants are Tweeting Now What?

Transcription

1 Part 5: We Have a Facebook Page and My Participants are Tweeting Now What? November 19, 2010 Presenters: Amy Braiterman, Blackbaud Jonathan Drennan, Charity Dynamics

2 Events Boot Camp Series Blackbaud Events Boot Camp Series Events Boot Camp, Part 1: How Can I Make Next Year s Event More Successful? If you re planning your first event or looking to make your next event the best ever, sign up for this can t-miss session on planning your next event. We ll discuss event communication and marketing plans, event sponsorship and committees, site design, tools to drive revenue and awareness, and more. Events Boot Camp, Part 2: How Can I Develop a Successful Marketing Strategy? Co-Host: Zuri Group Join us as we talk about designing an event marketing strategy and maximizing its impact. We will cover topics like timing, frequency, and design. Events Boot Camp, Part 3: What Can I Learn from Last Year s Numbers? Co-Host: Event 360 We will help you uncover the wealth of information in your event numbers. We ll share how you can impact your event and participant behavior by analyzing mid-season metrics and discuss how the event data from this year's achievements can lead to next year's successes. Register today to learn best practices for performing detailed analyses of event data to discover hidden gems within your event. Events Boot Camp, Part 4: How Can My Events Raise More and Utilize New Strategies? We ll share best practices for using Blackbaud Friends Asking Friends, including how to create an effective event site, how to raise more funds online, and how to integrate online and offline efforts. Plus, learn more about what s new with Blackbaud Friends Asking Friends: event committee dashboard, integration between Google Analytics and mobile ready pages and forms. Events Boot Camp, Part 5: We Have a Facebook Page and My Participants are Tweeting Now What? Co-Host Charity Dynamics We ll discuss how your organization can use social media to extend your reach, increase events online presences, and raise more funds. We ll also share how social media works with online and offline tactics to create integrated marketing and cultivation plans for your event. Plus, we'll share the latest results from our annual social media research project. Page #2

3 Blackbaud Friends Asking Friends Our History Supported more than 33,000 events More than $1 billion raised online 14+ million participants 26+ million donors 1 st event is still a customer (Arthritis Foundation San Diego Jingle Bell Run) Our Proven Results Average participant sends 28 s 1 in 4 FAF s conversion FAF s have a 90 percent or greater open rate Average online gift size: $60 In 2009, 4 of the top 5 customers in the RWR30 ranked by % growth used Blackbaud Sphere Events Blackbaud Events Boot Camp Series Page #3

4 Jonathan Drennan, Senior Consultant, Charity Dynamics About Charity Dynamics Founded in 2004, Charity Dynamics offers a wide range of services to help nonprofit organizations successfully introduce and execute online programs Key areas of focus: Online fundraising Event fundraising Social media Boundless Fundraising TM Page #4

5 700 billion: number of minutes spent on Facebook per month. Up from 150 billion in 2008 and 500 billion in hours: amount of video uploaded to YouTube every minute. 2 billion: number of YouTube videos viewed per day. 95 million: average number of tweets sent per day. In early 2009, around 2.5 million tweets were sent per day. By the end of 2009, 35 million tweets were sent per day, up 1,400% Social media is continuous, growing and has changed the way we interact More than 50% of the world s population is under 30 and have never experienced life without the Internet. Page #5

6 BE WHERE YOUR PARTICIPANTS ARE Find out where your target audience spend their time Remember that you re not building a network, you re tapping into what s already there Understand what s involved with monitoring/maintaining your event presence on the platform Does the platform have the potential to grow the momentum for your event? Page #6

7 The Growing World of Social Media Blackbaud Events Boot Camp Series BLOG Organization Website Page #7

8 Jonathan Amy Foundation Help owners care for their pets Main Fundraising Event Mutt Love: Valentine s Day Tasting Event Work with volunteers to bring pet s to retirement communities Page #8

9 2011 Mutt Love Date: February 14 Location: National Business Museum Washington, DC 2011 In 2008, Jane Smith wanted to create a fun event for pet owners. Update with event details Purchase tickets today! Who s going to top Cat or Dog? Donate to Support Team Ike Donate to Support Team Lottie Page #9

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13 Constituent Polls: track fan preferences and interact to gain audience insights Creating Polls on Facebook: Page #13

14 Facebook Landing Page 47% conversation rate with a landing tab. When the tab was turned off the landing tab, those same ad-driven visitors converted to fans at approximately 23%. Insidefacebook.com - Jeff Widman of BrandGlue A/B testing. Page #14

15 Social Media Research Project Project Overview Updated Results Page #15

16 Blackbaud / Charity Dynamics Research Project Outline 3200 Events : mid 2009 September organizations 1,000,000 + participants 795,060 Twitter impressions 8,876,400 Facebook impressions Project Objective To investigate the impact that social networking sites like Facebook, YouTube and Twitter have on fundraising efforts enabled by Blackbaud Friends Asking Friends. Research Methodology Staff Interviews Data Analysis Participant Surveys Website Canvassing Page #16

17 Who s in Your Inbox? Who s Your Friend or Follower? Immediate family Close friends Co-workers Immediate family Extended family Close friends Friends of friends College and high school classmates Co-workers Past co-workers Business networking contacts Page #17

18 Used by Most Successful Fundraisers Blackbaud Events Boot Camp Series Fun ndraising Goal / Donations $1,400 $1,200 $1,000 $800 $600 $400 $200 $- Average Social Media Gift $40 Median Gift $25 35,000 Gifts 10,000 - $50+ Average Goal Average Donations Page #18

19 Multi-channel Fundraisers Average Donations per Participant Social Media is not Replacing Fundraising Greater Social Media Use Yields Great Overall Use Social Media Users are your Strongest Online Communicators Page #19

20 Integrating Social into Your Strategy Page #20

21 Integrating social media into your strategy Blackbaud Events Boot Camp Series Website Event Site Offline Activities Social Media Page #21

22 Create an integrated plan Reinforce messaging throughout all of the available channels you have available to communicate with current and prospective participants: Recruitment s Engagement s Website Facebook Twitter Other social media Phone calls Anything else! Page #22

23 Step 1: Create a spreadsheet that counts back week by week from your event date Page #23

24 Step 2: Add rows for your Recruitment and Engagement s including: Date of send Key messaging Primary call to action Page #24

25 Step 3: Add rows for your updates on SOCIAL MEDIA For example: Facebook and Twitter Include key messaging for status updates/tweets: Sign up for event Week of Dec 1st Dec 13th Page #25

26 Step 4: Add a row for website updates including Key messaging Placement Page #26

27 Step 5 (optional) Add any additional rows such as: Additional social media presences your organization/event has Phone calls Offline mailings Team captain meetings General kickoff events Page #27

28 Fill it in! Blackbaud Events Boot Camp Series Plan your event s integrated calendar week by week to reinforce your key messaging throughout your event season Page #28

29 Other tips Keep in mind your different audiences: Current participants Prospects Can t/won t participate, but will spread the word Each deserves different messaging and planning it out means you don t have to pack it all in at once Cross-promotion If you re encouraging a call-to-action on Facebook that requires logging into MyHQ, make sure you include the link! If you re promoting using Facebook in an engagement , make sure you include the link! Increase frequency leading up to event (i.e. make it daily for 1-2 weeks out) Think post-event, too and even year round! Matching gifts messaging can be effective post-event, as well as general postevent fundraising Coordinate with holidays Coordinate with other key milestones for your organization and/or event Page #29

30 Sample messaging Recruitment Sign up online! Engagement / Fundraising Support Customize personal page Make a self-pledge Send s Send X s to your friends/family/co-workers asking for $XX each Send at least X s a day for the next X days Create a personal URL Add it to your signature Tweet it with a mission fact Post it as a status update with your fundraising goal Other meme strategies Ex: $1 million in 1 week + personal URL Invite friends to join your team Other fundraising tips Page #30

31 Coaching Your Participants Blackbaud Social Media Kit Boundless Fundraising Page #31

32 Social Media Extends Your Reach Allows event participants to reach more people and share compelling messages Average Facebook user has 130 friends Average Twitter account has 70 followers YouTube allows participants to visually tell their story Page #32

33 Coaching your participants to fundraise with social media Page #33

34 Coaching your participants to fundraise with social media Page #34

35 Example: Alzheimer's Memory Walk Blackbaud Events Boot Camp Series Provide Social participants with tips and ideas on how to use social media tools Page #35

36 Coaching your participants to fundraise with social media Provide sample fundraising status updates and tweets Skip Starbucks and support my fundraising efforts! Donate today: link Pack a lunch, donate to your lunch $$ s and make a difference: link Provide mission facts that can be easily shared on facebook and twitter with a personal URL Encourage participants to attach pictures, video, events or a link to their status update Publicly thank donors in tweets and updates Social media participant contests (e.g., best YouTube video) Encourage participants to attach pictures, video, events or a link to you re their status update Provide instructions on how to create short url Have Fun! Page #36

37 QUESTIONS AND ANSWERS Additional Resources: FriendsAskingAmy.com NetwitsThinkTank.com NPTrends.com Page #37

38 Appendix Facebook Best Practices Twitter Best Practices Blackbaud Friends Asking Friends Social Media Toolkit Charity Dynamics Boundless Fundraising Page #38

39 Facebook Steps to Success Provide a high-level event overview Keep it simple, informative and engaging. Include the dates, locations, and promotions for your event. Include key information for participating. Include your mission to grab constituents with the reason they should participate. Include the link to register online! Keep the buzz alive Share information through updates (We just reached 1,000 participants!, we ve just hit $50,000 in fundraising!, etc.), RSS feeds from an external site, photos, news stories. Ask questions of your fans, take polls get the conversations flowing in your hub and across your participants networks. Page #39

40 Facebook Steps to Success Extend the invitations! The biggest social network boon is the ability to tap into your constituents networks. So make sure you invite them to join you! Publicize your social network hub on , websites and offline promotions. Let your constituents know what connections, tools and information are available and ask them to involve their networks. Talk amongst yourselves. Remember when your fans like, comment on, or share your posts, it is broadcast to their networks of friends on Facebook. Encourage conversations among your fans the more chatter, the bigger the reach. Consider asking questions, posting polls, soliciting ideas. Ask your fans to post information about your event in their status updates one click by them and your event is broadcast to their entire network. At minimum be prepared to monitor comments, respond to questions and participate. Page #40

41 Steps for Twitter Success Start a Twitter feed for your event You can use individual posts or tweets to call attention to critical stages of your event, point to the registration page of your site or simply have ongoing one-on-one conversations with your constituents. Encourage your followers to use #hashtags to create groupings Keep a constant drip of information to your followers Milestones hit, mission facts, upcoming events Re-tweet Provide mission facts for followers to re-tweet, with their fundraising page URL Thank participants for the re-tweet Encourage micro-fundraising pushes Ask your followers to help you raise $200 in 48 hours by donating just $10 each! Engage your followers: ask questions that pertain to the event or cause Page #41

42 Blackbaud Social Media Toolkit: Twitter Blackbaud Events Boot Camp Series Page #42

43 Blackbaud Social Media Toolkit: Facebook Blackbaud Events Boot Camp Series Page #43

44 Blackbaud Social Media Toolkit: YouTube Blackbaud Events Boot Camp Series Improve Personal Fundraising Page with a YouTube-hosted Video Offer participants a personalized video Available to share with friends in , share a link on social media sites, blogs Page #44

45 Activating Blackbaud Friends Asking Friends Social and Mobile Tools Facebook & Twitter Website Checklist Participant HQ Settings Under Community Site Status Update: Check Facebook and Twitter boxes YouTube Website Checklist Image and Text Library Check box: Allow participants to add a YouTube Video to their personal page. Allow linking only to video options set by the organization. Allow linking to videos selected by the participant Mobile Ready Event Page & Individual Donation Form Website Checklist Website Features Check the box: Detect and forward Mobile Devices to Mobile Donation Form Page #45

46 boundless Fundraising by Charity Dynamics Application developed to fold fundraising, registration, event updates, and streams seamlessly into individual Facebook pages Allow participants to Fundraise directly through Facebook Participants who download the application: Have stream stories triggered upon receiving a donation or taking action on their Application canvas page Page #46

47 boundless Fundraising Application canvas page Donate your Profile Picture (pushes a stream story) Get the Word Out (pushes a stream story) Add Event Badge (pushes a stream story) Page #47

48 boundless Fundraising by Charity Dynamics Blackbaud Events Boot Camp Series Upon receiving a donation, using the Get the word out feature, or sharing the fundraising badge, a stream story is triggered: Includes a link to Comment, Like, or DONATE NOW Allows participants to fundraise without leaving Facebook! Page #48