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Does It Pay to Pay on Social Media?
Speakers Matt Morgan President, Concrete Computing Carol Marchesano Director, Interactive Web Marketing, North Shore Animal League America Christopher Maddocks Chief Marketing Officer, March of Dimes
Matt Morgan
DIY Online Advertising Matt Morgan, Concrete Computing
About me Big-org tech experience, IT and Digital Small orgs/startups, too Questions/thoughts: matt@cncrt.net Resources for this talk: http://cncrt.net/frdny
How I m coming at this topic This is an intro Should I is a comparison Let s do it as small (lean?) as possible
What you need to start It s like an email campaign A subject line (i.e., an ad) Landing page/lead capture Probably, form processing
You don t need your IT department Facebook/Google/Instagram/Twitter/Snapchat
You don t need your IT department Facebook/Google/Instagram/Twitter/Snapchat Unbounce/Lead Pages/Wordpress Plugins
You don t need your IT department Facebook/Google/Instagram/Twitter/Snapchat Unbounce/Lead Pages/Wordpress Plugins OptinMonster/Privy
You don t need your IT department Facebook/Google/Instagram/Twitter/Snapchat Unbounce/Lead Pages/Wordpress Plugins OptinMonster/Privy Wufoo/Google Forms/Gravity Forms
You don t need your IT department Facebook/Google/Instagram/Twitter/Snapchat Unbounce/Lead Pages/Wordpress Plugins OptinMonster/Privy Wufoo/Google Forms/Gravity Forms Success tracking
User experience v. ads Least-favorite ads
User experience v. ads Least-favorite ads research Kind of went viral (in UX circles, at least)
User experience v. ads Least-favorite ads research Kind of went viral (in UX circles, at least) This is a red herring!
User experience v. ads Least-favorite ads research Kind of went viral (in UX circles, at least) This is a red herring! I didn t always understand that
My own path to pounding people with ads and modals At the Met we had zillions of followers. Advertising, I thought, won t move the needle. I was asking the wrong question.
In 2014, I got hired at a small startup and they said we have no users and we need 5000 conversions in a month to meet a funder commitment.
$0.50/click 60K clicks $30,000 Traffic tripled, at the right time
160,000 visits daily Tripled: 320,000 additional clicks daily $160,000/day Not even the Met can afford that
My own path to pounding people with ads and modals At the Met we had zillions of followers. Advertising, I thought, won t move the needle. I was asking the wrong question. Targeting!
Special Exhibitions Big show at big museum will draw about 200K May spend about $100K on marketing Visitors bring friends and (may) pay to enter
$20,000 on Facebook ad spend Target locally, among affiliated groups Send them to a special deal 40K clicks x 0.03 cr x 2 x $10/ticket = $24,000
Considerations You re already doing something important Targetability of the audience Not everything goes for 50 cents a click
Considerations You re already doing something important Targetability of the audience Not everything goes for 50 cents a click Can you afford not to try?
Carol Marchesano
Have you ever wondered What types of ad formats should you use? What kind of targeting is best? What about messaging? What platforms should you fundraise on? Does investing in social media yield returns? Can you increase sustainer income from social? Do new followers convert to donors?
Post/Ad Formats Testing in-platform giving, videos, and carousel posts
Audience Targeting Use pixels to retarget website visitors Retarget email list subscribers Retarget acquisition lists like Care2 (increased touchpoint!) Target users interested in similar organizations Target users based on mission related interests Target lookalike audiences (donors, e-mail subscribers, followers)
Messaging (Posts) Emotional Appeals (Help Me Heal) Emergency CTAs (Rescues) Engagement (Adoption, Help Me Heal updates)
Messaging (Fundraising Ads) One-time Total Gifts: 33 Total Income: $740 Monthly Total Gifts: 120 Total Income: $1,700 Sponsor Total Gifts: 105 Total Income: $3,654
Twitter & Instagram Twitter Total Gifts: 17 Total Income: $585 Instagram Total Gifts: 42 Total Income: $2,125
Social Income/Gifts YOY Total Income Total Gifts $30,000 $25,000 $20,000 $15,000 $10,000 $5,000 $0 FY15 FY16 1000 800 600 400 200 0 FY15 FY16 YOY, there was a 67% increase in income and a 76% increase in gifts!
Sustainer Income/Gifts YOY Total Income Total Gifts $10,000 500 $8,000 400 $6,000 $4,000 $2,000 $0 FY15 FY16 300 200 100 0 FY15 FY16 In FY16, 32% of all income coming from social was from sustainers!
New Donors In FY16, 51% of all donors coming from social were new to file!
Industry Trends Nonprofit Facebook, Twitter, and Instagram audiences experienced impressive growth in 2016: The number of Facebook fans grew by 23% over 2015 Twitter followers by 50% Instagram followers by 101% 1 63% of NGO s agree that social media is effective for online fundraising 2 95% of NGO s agree that social media is effective for online brand awareness. 2 1. 2017 NTEN Benchmarks Study 2. 2017 Global NGO Online Technology Report
Takeaways You can achieve revenue results like the following: 68% increase in income YOY 79% increase in sustainer income YOY Make sure to test ALL ad formats to see which best suits your brand Fundraise across all relevant social platforms simultaneously it s all about multiple touchpoints! Do new social followers convert to donors? YES! There are many facets to social media fundraising, such as CTAs, platforms, and ad formats, to mention a few; creating an effective campaign means properly utilizing all of these factors.
Chris Maddocks
Paid Advertising in Social Media
Reach Connect Engage
Source: Google, 2017
Source: WebStores, 2015
Source: M+R Benchmarks, 2017
Source: CMI, FusionSpark, Blackbaud, 2016
Remarketing Targeting Testing
Source: FormStack, 2015
[A] Social Justice [B] Personally affected [C] Baby / Gift Donor
Reach Connect Engage Target new audiences with paid content and test what works Remarket to donors and prospects and move then on their journey Put the right message in front of right audience at right time
Questions? Matt Morgan President, Concrete Computing Carol Marchesano Director, Interactive Web Marketing, North Shore Animal League America Christopher Maddocks Chief Marketing Officer, March of Dimes
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