2012 nonprofit social networking benchmark report (4 ......frank barry dir. digital marketing...

2012 Nonprofit Social Networking Benchmark Report (4th Edition)

USING SOCIAL MEDIA (DATA) FOR FUNDRAISING SUCCESSFOR FUNDRAISING SUCCESS

08/17/2012 http://bit.ly/npsocial | #bbsocial 1

Frank BarryDir. Digital Marketing

Blackbaud

Danielle BrigidaSocial Media ManagerNat’l Wildlife Federation

@franswaanetwitsthinktank.com

@starfocuswww.nwf.org

08/17/2012 2http://bit.ly/npsocial | #bbsocial

DOWNLOAD THE REPORT TODAY

www.NonprofitSocialNetworkSurvey.com

Get the INFOGRAPHIC also http://bit ly/npsocial


Get the INFOGRAPHIC also … http://bit.ly/npsocial

THE SOCIAL MEDIA LANDSCAPEWhat’s going on out there?

THE SOCIAL MEDIA LANDSCAPE


08/17/2012 http://bit.ly/npsocial | #bbsocial 5(Source: Buddy Media)

Social Media

IT MAKES US ALL CRAZY

08/17/2012 http://bit.ly/npsocial | #bbsocial 6http://www.flickr.com/photos/jannemei/1023015396/sizes/l/in/photostream/

WHY SOCIAL IS IMPORTANT?Why you should care?

WHY SOCIAL IS IMPORTANT?


KEY INFLUENCERS

08/17/2012 http://bit.ly/npsocial | #bbsocial 8http://bit.ly/npoSocialArchetype

ENGAGERS


MULTICHANNEL CONSUMERS


STANDARD CONSUMERS


SOCIAL MEDIA FOR NONPROFITS2012

SOCIAL MEDIA FOR NONPROFITS


DOWNLOAD THE REPORT TODAYFACEBOOK UP 30%UP 30%FACEBOOK UP 30%UP 30%www.NonprofitSocialNetworkSurvey.com

FACEBOOK UP 30%UP 30%TWITTER UP 81%UP 81%

FACEBOOK UP 30%UP 30%TWITTER UP 81%UP 81%

9 OUT OF 10 NONPROFITS ARE ON FACEBOOK9 OUT OF 10 NONPROFITS ARE ON FACEBOOK

http://bit.ly/npSocial

Get the INFOGRAPHIC also http://bit ly/npsocial


Get the INFOGRAPHIC also … http://bit.ly/npsocial

STAFFING? STAFFING ON THE RISESTAFFING ON THE RISE75% of nonprofit organizations have ¼ or less of an FTE.

STAFFING ON THE RISE75% OF NONPROFITS ALLOCATE ½ FTE

STAFFING ON THE RISE75% OF NONPROFITS ALLOCATE ½ FTE

08/17/2012 http://bit.ly/npsocial | #bbsocial 14 http://bit.ly/npSocial

FUNDING GROWS BUTFUNDING GROWS BUTFUNDING GROWS BUT43% OF NONPROFITS ALLOCATE $0 TO SOCIAL

FUNDING GROWS BUT43% OF NONPROFITS ALLOCATE $0 TO SOCIAL


FUNDRAISING STILL LACKINGFUNDRAISING STILL LACKINGFUNDRAISING STILL LACKINGNOT MANY HAVE RAISED OVER $10K THROUGH SOCIALFUNDRAISING STILL LACKINGNOT MANY HAVE RAISED OVER $10K THROUGH SOCIAL


TOP 3 FACTORS FOR SUCCESSTOP 3 FACTORS FOR SUCCESSStrategy. Priority. Staffing.

StaffingStrategy Prioritization


SOCIAL CRMWhere we’re headed …

SOCIAL CRM


June 2008

18

SOCIAL CRM


Going Social

NWF AND CONSTITUENT DATAg


NWF’S CONSTITUENT DATA

• Attributes (age, interests)

• Affiliations (schools, state affiliates, partner organizations)organizations)

• Interactions (mail/email, h ll i phone calls, in-person

meetings)

Wh t th ’ d ith • What they’ve done with us (donated, taken action, volunteered, subscribed, shopped attended a rally)


shopped, attended a rally)

DOESN’T OFTEN TRANSLATE ON SOCIAL


HOW DO YOU MAKE SENSE OF THE CROWD?


WE WANT TO ENGAGE SMARTER


HAVE ACCESS TO RELATIONSHIP HISTORYSeeing our internal tags on our live tweet/comment stream:


WHAT DOES ADDING SOCIAL DATA DO?

Oh wow, the person who just re-tweeted usdonated $1,000 last year. Let me message$ , y gthem 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 oursocial media. Should we invest ourresources in a Facebook App or Twitter campaign?


ADD “CONTACTS”


LEARNING MORE ABOUT OUR CONSTITUENTS


UNDERSTAND THEIR AFFINITY


WE WANT TO GET TO KNOW OUR SUPPORTERS


FILTER BY KEYWORDS AND INFLUENCE SCORESSearching and filtering to find people via their tags and influence score


SOCIAL SCORES HELP US TARGET


SOCIAL DATA FOR FUNDRAISING?SOCIAL DATA FOR FUNDRAISING?


USING THE DATA TO IMPROVE FUNDRAISING

• Segmentation- Know where to engage with peopleKnow 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 outTalking 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.


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http://bit.ly/iP36Pcp y


QUESTIONS?QUESTIONS?http://bit.ly/npsocial


http://blackbaud.com

08/17/2012 38http://bit.ly/npsocial | #bbsocial

2012 nonprofit social networking benchmark report (4 ......frank barry dir. digital marketing...

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