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USING SOCIAL MEDIA (DATA) FOR FUNDRAISING SUCCESS
2012 Nonprofit Social Networking Benchmark Report (4th Edition)
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Frank BarryDir. Digital Marketing
Blackbaud
@franswaanetwitsthinktank.com
Danielle BrigidaSocial Media ManagerNat’l Wildlife Federation
@starfocuswww.nwf.org
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www.NonprofitSocialNetworkSurvey.com
DOWNLOAD THE REPORT TODAY
Get the INFOGRAPHIC also … http://bit.ly/npsocial
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THE SOCIAL MEDIA LANDSCAPEWhat’s going on out there?
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04/11/2023 http://bit.ly/npsocial | #bbsocial 5(Source: Buddy Media)
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IT MAKES US ALL CRAZY Social Media
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WHY SOCIAL IS IMPORTANT?Why you should care?
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KEY INFLUENCERS
http://bit.ly/npoSocialArchetype
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ENGAGERS
http://bit.ly/npoSocialArchetype
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MULTICHANNEL CONSUMERS
http://bit.ly/npoSocialArchetype
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STANDARD CONSUMERS
http://bit.ly/npoSocialArchetype
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SOCIAL MEDIA FOR NONPROFITS2012
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www.NonprofitSocialNetworkSurvey.com
DOWNLOAD THE REPORT TODAY
Get the INFOGRAPHIC also … http://bit.ly/npsocial
FACEBOOK UP 30%TWITTER UP 81%
9 OUT OF 10 NONPROFITS ARE ON FACEBOOK
http://bit.ly/npSocial
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STAFFING?75% of nonprofit organizations have ¼ or less of an FTE.
STAFFING ON THE RISE75% OF NONPROFITS ALLOCATE ½ FTE
http://bit.ly/npSocial
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FUNDING GROWS BUT43% OF NONPROFITS ALLOCATE $0 TO SOCIAL
http://bit.ly/npSocial
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FUNDRAISING STILL LACKINGNOT MANY HAVE RAISED OVER $10K THROUGH SOCIAL
http://bit.ly/npSocial
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TOP 3 FACTORS FOR SUCCESSStrategy. Priority. Staffing.
StaffingStrategy Prioritization
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SOCIAL CRMWhere we’re headed …
June 2008
18
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NWF AND CONSTITUENT DATA Going Social
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• Attributes (age, interests)
• Affiliations (schools, state affiliates, partner organizations)
• Interactions (mail/email, phone calls, in-person meetings)
• What they’ve done with us (donated, taken action, volunteered, subscribed, shopped, attended a rally)
NWF’S CONSTITUENT DATA
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DOESN’T OFTEN TRANSLATE ON SOCIAL
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HOW DO YOU MAKE SENSE OF THE CROWD?
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Seeing our internal tags on our live tweet/comment stream:
HAVE ACCESS TO RELATIONSHIP HISTORY
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Oh wow, the person who just re-tweeted usdonated $1,000 last year. Let me messagethem a quick “Thank you for sharing.”
This volunteer has a big Klout score.Maybe when I see her this weekend
I should ask her to guest blog for us.
We want to reach our activists onsocial media. Should we invest ourresources in a Facebook App or Twitter campaign?
WHAT DOES ADDING SOCIAL DATA DO?
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LEARNING MORE ABOUT OUR CONSTITUENTS
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WE WANT TO GET TO KNOW OUR SUPPORTERS
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Searching and filtering to find people via their tags and influence score
FILTER BY KEYWORDS AND INFLUENCE SCORES
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SOCIAL SCORES HELP US TARGET
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SOCIAL DATA FOR FUNDRAISING?
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• Segmentation- Know where to engage with people
• Deeper relationships- Know more about people- Have that data at your fingertips
• Increased engagement- Talking to people where they hang out- Knowing more about them - = An opportunity to increase the number of meaningful touches / interactions you
have with them.
• Results- We’ve seen results improve by up to 40% in certain types of fundraising when social
media is used effectively.
USING THE DATA TO IMPROVE FUNDRAISING
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http://bit.ly/iP36Pc
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QUESTIONS? http://bit.ly/npsocial
http://blackbaud.com
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