minnesota planned giving council
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Jesse Stremcha
ePhilanthropy Coordinator
Social Networking and Planned Giving
MPGC Conference – finding the silver liningNovember 4, 2009
Outline
Why it’s relevant? What is social media? Quick Overview with application
– Facebook– Twitter– LinkedIn– Others (really quickly)
Personal Branding (also really quickly)
What can you do starting tomorrow?
Why is it relevant?
Planned Giving is getting younger…
Why is it relevant?
…social media are getting older.
Why is it relevant?
People are addicted to this stuff.
People are increasingly donating and making
philanthropic decisions (like everything else online)
Facebook Growth in early-2009
http://mashable.com/2009/07/07/facebook-users-older/
Facebook users age 55+ grew at over 500% to almost 6 million(!); 54.6% are women.
Age of Facebook Users
13% of Facebook users are over 45
Some Stats – Why it’s relevant
Because 3 out of 4 American use Social Technology. -Forrester, The Growth of Socil Technology Adoption, 2008
Visiting social sites is now the 4th most popular online activity – ahead of personal email. -Nielsen, Global Faces & Neworked Places, 2009
Time spent on social networks is growing at 3x the overall internet rate, accounting for ~10% of all Internet time. -Nielsen, Global Faces & Neworked Places, 2009
Social Media Revolution
1 out of 8 couples married in the U.S. last year met via social media
It took radio 38 years to reach 50m users; it took FB less than 9 months to add 100m.
The fastest growing segment on Facebook is 55-65 year-old females
Social Media Revolution
25% of search results for the World’s Top 20 largest brands are links to user-generated content
76% of consumers trust peer recommendations; only 14% trust advertisements
Shifting Landscape: Online Trends
Online giving:– Grew from $250 M in 2000 to $4.5 B in 20051
Online givers:– Are younger (median age 38 yrs) 2
– More generous (avg. $79 online versus $52 offline) 3
– Are tech savvy and are already sharing their passions digitally
Wealthy donors also becoming more wired– 51% prefer Internet giving; 46% intend to make greater
percentage of donations online in next 5 years 4
1 – ePhilanthropy Foundation2 – Network for Good3 – Blackbaud, 20084 – Covio – “The Wired Wealthy”
Recent research
Searching for causes that match their values1
– More than 65% of donors research charities online.
Demanding transparency and accountability2
– Want specifics on where money is spent and why –want to fund projects directly.
– Want to stay informed and be in control of information.
Seeking direct, active engagement3
Impatient – want convenience & immediacy4
1 – Association of Fundraising Professionals2 – Philanthropic Research Inc.3 – USA Today4 – Case Foundation
Why is it relevant?
Some (many?) of your donors and prospects are online, using social media
now; many more will be soon.
What are you going to do about it?
What are Social Media?
Wikipedia says:Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).…
Social Media/the Groundswell
The groundswell is: A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
-definition from The Groundswell by Charlene Li and Josh Bernoff
The Big Idea
Social media are re-shaping the world: how we get
information and how we interact with each other.
The Big Idea in practice
1. Users submit updates via a platform what they’re doing links to articles or blog posts Questions Pictures videos, etc.
2. This information becomes ‘news’ to the user’s social network
3. The update can then be responded to (publicly or privately) by the recipient and shared easily with their social network
An example: Finding a Plumber
1995: Look in the Yellow Pages under “Plumbing” or “Plumber”
2001: “Google” plumbers in St. Paul
An example: Finding a Plumber
2009:
An example: Finding a Plumber
Can we leap from conversation about plumbers to lawyers and tax
attorneys?
Yes – I think – we can.
What are Social Media?
Social media are online platforms allowing people build, maintain and leverage
relationships in new ways.
Fundraising is about relationships:
Therefore, fundraisers need to be about social media.
Platform Overview and Application Ideas
Sharing your life– pictures, links, events, videos, status
updates, relationships, and everything else
Over 250-300m users– Facebook would be the 4th largest country in
the world between the U.S. and Indonesia
Interacting with brands/companies/organizations
“Walled garden” For the friends you have
Facebook – Children’s
Facebook – Children’s
‘Fans’ supporting us, publicly providing testamonials
Interact w/ parents and patients
Stories are more human interest
Image Focused
Facebook – Children’s
Facebook for Planned Givers
Organizationally– advertise your services, your products and
your stories– Stewardship – share stories of donors/gifts
– Get donors to share their stories with their networks
Individually– Understand how the platform works– ‘Friend’ donors, cautiously– Watch for prospects on your org’s wall
Sharing your ideas and thoughts– Articles– Conversation on topic– Credit to and sharing with others
18m active users in US
Updates limited to 140 characters or less
Open, discoverable
For the friends you don’t know yet
Demographics:– 53% female– Ages
• 18-34 – 47% • 35-49 – 31%• 50+ – 21%
– Income: 24% $60-100k; 27% $100k+
Twitter – Children’s
Twitter – Children’s
Discover conversation about Children’s happening – and respond
Share news – more frequent and immediate than FB
Interact with health care community
Get news out instantly – PR channel
Twitter for Planned Givers
Organizationally– advertise your services, your products and
your stories– Push to your website– Stewardship – share stories of donors/gifts
Individually– Discovery – learn and connect before visit– Cultivation - learn, connect, understand in
ways you wouldn’t otherwise – Stewardship – share stories of donors/gifts– Join philanthropy/planned giving discussion
Sharing your work – Reads like an online resume– Stores and displays ‘connections’ (online
Rolodex)– Share what you’re working on and reading– Join business/professional groups
over 50m users Average Age 41, Income, $110,000
and Male 64%
LinkedIn for Planned Givers
Maintaining professional relationships– Affiliated professionals: tax accountants,
attorneys and financial planners– Colleagues– Future talent– Future Employers
Connect with donors
MySpace
Lost battle with Facebook for supremacy (and kind of in a tailspin since)
Ethnic
Music
Blogs
Web log Regular info in a longer form writing
(more time)
Write about estate planning problems you’ve helped solve or legacies you’ve helped create
Establish yourself as a ‘thought-leader’
YouTube
Videos…over 100m of them.– WIDE range of content– Professional quality not expected– Flip Cameras
Get donors sharing their stories (and use them on your website)
Interview experts (or talk yourself) on the subject of planned giving
Del.icio.us (or delicious.com)
Online Bookmarking
Store and share stories and articles on estate planning issues to share with donors
Personal Branding
What do people find when the ‘google’ you?
This is an opportunity for you to make an impression (rather than letting others do it for you)
What you can do tomorrow
Squat Listen Join the conversation Push your organizations Be a leader: distinguish yourself Experiment and be prepared for the
future
What you can do tomorrow
“Kids will take a chance. If they don’t know, they’ll have a go.”
--Sir Ken Robinson, TED 2006
What you can do tomorrow
“Your kids aren’t smarter than you are. They’re just not afraid
to look dumb.”
--Lee Aase, Healthcamp Minnesota 2009
Want More? Contact me.
Jesse.Stremcha@childrensmn.org
651-855-2826
Twitter: @stremcha
LinkedIn: Jesse Stremcha
http://delicious.com/stremcha
…or, check-out this stuff.
Mashable.com– How To’s, tips, stats, lists and trends
On YouTube– Social Media Revolution– Common Craft Videos: Social media…, Social
Networking…, Blogs… and Twitter in Plain English Books
– The Groundswell by Charlene Li and Josh Bernoff– Trust Agents by Chris Brogan and Julien Smith
…and this stuff.
Lee Aase’s Social Media University, Global (SMUG): http://social-media-university-global.org
Gary’s Social Media Count http://www.personalizemedia.com/garys-social-media-count/
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