cla 2011: connect with high value donors using social media
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Building High Value Donor Relationships
Social Media Strategies:
Kris Hoots and Steve Thomas Partners
Oneicity
Phone: 206.922.2411
Website: www.oneicity.com
Blog: www.oneicity.com/blog
Facebook: www.facebook.com/oneicity
email: hoots@oneicity.com
st@oneicity.com
Carol Patterson VP Marketing
CityTeam
Phone: 408.316.6892
Website: www.cityteam.org
email: cpatterson@cityteam.org
Underestimate the opportunity
Source: http://www.Facebook.com/stats as of April 2011
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December ’04 1 MM
April ‘11 665 MM
December ‘05 5.5 MM
December ’06 12 MM
November ‘07 50 MM
August ‘08 100 MM
April ‘09 200 MM
February ‘10 400 MM
~665 million accounts 70% outside the U.S. Half login every day Average 130 friends
Source:h*p://www.Facebook.com
200 million via mobile
Facebook now commands
about half of Social Media
Traffic Source:FacebookSuccessSummit10
~156 million blogs Over half of blogs keep family & friends updated
42% become friends with someone met on blog
63% of bloggers become advocates for a cause Source:intac.netandwikipedia
2+ billion videos watched
Each minute 24 hours of video uploaded
Source:youtube.com,techweek.org
per month
More video uploaded to YouTube in 60 days
than to all 3 MAJOR TV networks in 60 years.
30 percent of videos account for 99 percent of views on the site
~200 million accounts 1 billion Tweets a week
About ⅓ tweet about brand
Sources:April2010HuffingtonPost;January2011,Hubspot,March2011,Socialnomics
Top 3 states: MA, WA, OR
100+ million accounts 61% of users are men
About 20% are small biz
Source:LinkedIn.com,LinkedInblog,socialnomics
Execs from all Fortune 500 companies
21% age 18-24; 36% age 25-34; 36% 35-54, 7% age 55+
Of the world's 4 billion mobile phones, 25% are smart phones; 75% are SMS enabled
By 2014, mobile internet should take over desktop internet usage
Source:microsoI.com
Not knowing the tools.
Testing 1…2…3…
Inadvertent posts
Application goofs
Accidental tweets
Oops…
All about me
h*p://www.gapingvoid.com/
Trying to control it.
h*p://www.gapingvoid.com/
h*p://sararogness.typepad.com/sara_rogness/2011/04/god‐hates‐verizon.html
practical steps
connecting 9
for
with high-value
donors.
©SPckfigure2011Allrightsreserved.
1 #
It's called
social media because it's
1 #
It's called
social media because it's
SOCIAL.
SOCIAL
1 #
SOCIAL
1 #
SOCIAL
1 #
1 #
1 #
SOCIAL
1 #
SOCIAL
1 #
SOCIAL
1 #
2 #
Decide:
what's a
donor. High-Value
2 #
Baby!!!! income...
Nothing but NET
2 #
YET
2 #
relationships?
2 #
2,000 in 1978
2 #
2,000 in 1978 5,000 in 2008
2 #
2,000 in 1978 5,000 in 2008
DAILY
2 #
Who do you listen to?
2 #
2 #
2 #
2 # High-Value Donor:
2 # High-Value Donor:
Money
2 # High-Value Donor:
Money
Rela
tions
hips
2 # High-Value Donor:
Money
Rela
tions
hips
LOVE for you.
3 #
ROI is unavoidable.
3 #
ROI=
ROI=(Income-Expense)/Expense
Income/Expense
“What’s the ROI of your mother?”
~Gary Vee, April 2011
Source:flowtown.com
Source:flowtown.com
3 #
ROI= Gain/Investment
3 #
Business rules apply. Like gravity, ROI is at work.
ROI is strategy-agnostic.
3 #
Key investment:
3 #
time.
Key investment:
3 #
Decide what you're willing to invest.
3 #
Decide what you're willing to invest. and what you want to GAIN
3 #
Decide what you're willing to invest. and what you want to GAIN
and measure it.
3 #
Decide what you're willing to invest. and what you want to GAIN
and measure it.
4 #
Don't play the FB lottery.
4 #
"I have 5,000 friends!"
4 #
"I have 5,000 friends!" "We're playing Farmville."
4 #
"5,000 friends or 10 people who love you?"
4 #
"5,000 friends or 10 people who love you?" (or 11…)
4 #
Focus on few and win them.
4 #
Or focus on the RIGHT few and win them.
4 #
Or focus on the RIGHT few and win them.
5 #
Enter their lives.
5 #
"Be my friend."
5 #
"Be my friend." "I like you."
5 #
"Be my friend." "I like you."
"We do great stuff."
5 #
"Be my friend." "I like you."
"We do great stuff." "Give."
5 #
"Be my friend." "I like you."
"We do great stuff." "Give." "Give."
5 #
"Be my friend." "I like you."
"We do great stuff." "Give." "Give." "Give."
5 #
"Be my friend." "I like you."
"We do great stuff." "Give." "Give." "Give."
"Come see."
5 #
"Be my friend." "I like you."
"We do great stuff." "Give." "Give." "Give."
"Come see." "and give!"
5 #
"Be my friend." "I like you."
"We do great stuff." "Give." "Give." "Give."
"Come see."
"Matching grant!" "and give!"
5 #
"Be my friend." "I like you."
"We do great stuff." "Give." "Give." "Give."
"Come see."
"Matching grant!" "and give!"
"Give."
5 #
Enter their lives.
5 #
Enter their lives.
5 #
Enter their lives.
Really care.
5 #
Enter their lives.
Really care. It's ministry.
6 #
Learn what you can…
6 #
Learn
paying attention:
what you can…
6 #
Learn
paying attention:
what you can…
6 #
Learn what you can…
6 #
Learn what you can…
6 #
Learn what you can…
Listen a lot!
6 #
Learn what you can…
Listen a lot!
7 #
Make a list.
7 #
Make
Names, interests, activities, dogs, cats, hobbies, vacations, kids, jobs…
a list.
7 #
Make
Don't become a stalker: "You must be rich!"
a list.
7 #
Make
Don't become a stalker: "You must be rich!"
a list. "Give." "Give."
"Give."
7 #
Make Spreadsheet. Donor DB Highrise (37signals) Gist Batchbook Google Apps Shoebox
a list.
7 #
Make Spreadsheet. Donor DB Highrise (37signals) Gist Batchbook Google Apps Shoebox
a list.
Capture more than you'll ever
need.
7 #
Make Spreadsheet. Donor DB Highrise (37signals) Gist Batchbook Google Apps Shoebox
a list.
Capture more than you'll ever
need.
8 #
Connect with Kevin Bacon.
photocredit:h*p://www.flickr.com/photos/sagindie/
8 #
Connect with Kevin Bacon.
Who do they know that you want to know?
8 #
Connect with Kevin Bacon.
Who do they know that you want to know?
9 #
Work from a plan.
Try. MEASURE Fail. MEASURE Try. MEASURE
Carol Patterson VP Marketing
CityTeam
Connection Make
Personal the Donor
Choosing who you will be
Learn
World
aboutyourDonor’s
Deeper and longer relationships with
Major Donors come from connections with you
outside and inside your organization.
Learn when new things happen in their lives . . . • celebrations like new baby, son's graduation,
daughter's wedding, birthday, vacations, job change, moving, etc.
• tragedy in their lives (the loss of a loved one, divorce, disaster, loss of a job, etc.
• their passions, their charities of choice
• common interests outside the organization
DonorResearch
Using
Degrees
Social Media of Separation
forMajor DonorCultivation
6
• Using Google, LinkedIn, Facebook, Twitter, etc.
• Using Google maps
• Researching their charities and ask amounts
Using the Tools
1st Annual Gala
FBFriends
TerryGarne* RobTheis BenSmith KimMiller
Ask
Making
Relationship
the Major DonorandDeveloping
the
Questions?
• http://sethgodin.typepad.com/ • http://mondaymorningmemo.com/ • http://www.socialmediaexaminer.com/ • http://mashable.com/ • http://www.bethkanter.org/ • http://www.chrisbrogan.com/ • http://www.convinceandconvert.com/ • http://www.boingboing.net/ • http://blog.salvationarmyuse.org/ • http://charitywater.org/blog • http://www.toms.com/blog
Blogs We Read
Kris Hoots and Steve Thomas Partners
Oneicity
Phone: 206.922.2411
Website: www.oneicity.com
Blog: www.oneicity.com/blog
Facebook: www.facebook.com/oneicity
email: hoots@oneicity.com
st@oneicity.com
Carol Patterson VP Marketing
CityTeam
Phone: 408.316.6892
Website: www.cityteam.org
email: cpatterson@cityteam.org
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