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  • 1.Jesse Stremcha ePhilanthropy Coordinator Social Networking and Planned Giving MPGC Conference finding the silver lining November 4, 2009

2. Outline

  • Why its 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?

3. Why is it relevant? Planned Giving is getting younger 4. Why is it relevant? social media are getting older. 5. Why is it relevant? People are addicted to this stuff. People are increasingly donating and making philanthropic decisions (like everything else online) 6. 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. 7. Age of Facebook Users 13% of Facebook users are over 45 8. Some Stats Why its 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

9. 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

10. Social Media Revolution

  • 25% of search results for the Worlds Top 20 largest brands are links to user-generated content
  • 76% of consumers trust peer recommendations; only 14% trust advertisements

11. Shifting Landscape: Online Trends

  • Online giving:
    • Grew from $250 M in 2000 to $4.5 B in 2005 1
  • 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 years4

1 ePhilanthropy Foundation 2 Network for Good 3 Blackbaud, 2008 4 Covio The Wired Wealthy 12. Recent research

  • Searchingfor causes that match their values 1
    • More than 65% of donors research charities online.
  • Demandingtransparencyandaccountability 2
    • 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, activeengagement 3
  • Impatient want convenience & immediacy 4

1 Association of Fundraising Professionals 2 Philanthropic Research Inc. 3 USA Today 4 Case Foundation 13. 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? 14. 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 totransform 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 asuser-generated content(UGC) orconsumer-generated media(CGM).

15. 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 fromThe Groundswellby Charlene Li and Josh Bernoff

16. The Big Idea

  • Social media are re-shaping the world: how we get information and how we interact with each other.

17. The Big Idea in practice

  • Users submit updates via a platform
    • what theyre doing
    • links to articles or blog posts
    • Questions
    • Pictures
    • videos, etc.
  • This information becomes news to the users social network
  • The update can then be responded to (publicly or privately) by the recipient and shared easily with their social network

18. An example: Finding a Plumber

  • 1995: Look in the Yellow Pages under Plumbing or Plumber
  • 2001: Google plumbers in St. Paul

19. An example: Finding a Plumber 2009: 20. An example: Finding a Plumber Can we leap from conversation about plumbers to lawyers and tax attorneys? Yes I think we can. 21. What are Social Media?

  • Social media are online platforms allowing people build, maintain and leverage relationships in new ways.
  • Fundraising is about relationships:
  • Therefore,fundraisersneed to be about social media.

22. Platform Overview and Application Ideas 23. Facebook 24. Facebook 25. Facebook

  • Sharing your life
    • pictures, links, events, videos, status updates, relationships, and everything else
  • Over 250-300m users
    • Facebook would be the 4 thlargest country in the world between the U.S. and Indonesia
  • Interacting with brands/companies/organizations
  • Walled garden
  • For the friends you have

26. Facebook Childrens 27. Facebook Childrens

  • Fans supporting us, publicly providing testamonials
  • Interact w/ parents and patients
  • Stories are more human interest
  • Image Focused

28. Facebook Childrens 29. 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 orgs wall

30. Twitter 31. Twitter 32. Twitter

  • 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

33. Twitter

  • For the friends you dont know yet
  • Demographics:
    • 53% female
    • Ages
      • 18-34 47%
      • 35-49 31%
      • 50+ 21%
    • Income: 24% $60-100k; 27% $100k+

34. Twitter Childrens 35. Twitter Childrens

  • Discover conversation about Childrens happening and respond
  • Share news more frequent and immediate than FB
  • Interact with health care community
  • Get news out instantly PR channel

36. 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 wouldnt otherwise
    • Stewardship share stories of donors/gifts
    • Join philanthropy/planned giving discussion

37. LinkedIn 38. LinkedIn

  • Sharing your work
    • Reads like an online resume
    • Stores and displays connections (online Rolodex)
    • Share what youre working on and reading
    • Join business/professional groups
  • over 50m users
  • Average Age 41, Income, $110,000 and Male 64%

39. LinkedIn for