cheryl black - what is a social influencer really worth

04/13/2023 1

WHAT IS A SOCIAL INFLUENCER REALLY WORTH? H A R N E S S I N G S O C I A L N E T W O R K S T O R E C R U I T S TA F F A N D V O L U N T E E R S

Cheryl Black

Sr. Marketing Specialist, Blackbaud Inc

Cheryl.Black@Blackbaud.com

@CLBlack425

Download the whitepaper at www.blackbaud.com/social-influencer

04/13/2023 2

RE V IE W OF T HE S OCIAL NE T W ORKING BE NCHM ARK RE P ORT

04/13/2023 3 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud

04/13/2023 4

2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud

04/13/2023 5 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud

04/13/2023 6

2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 2012

04/13/2023 7

Sources:* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge*** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud

04/13/2023 8

The Power of Social Fundraising and Friends Asking Friends[INFOGRAPHIC], Blackbaud 2011

04/13/2023 9

UNDE RS TANDING Y OUR INF L UE NCE RS AND T HE IR VAL UE

04/13/2023 10

• 90 percent trust recommendations by friends more than traditional advertising*

• 63 percent of users choose consumer ratings as their preferred source of information about products and services**

Sources* Nielsen Global Online Consumer Survey, 2009** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 2011

04/13/2023 11

FOUR INFLUENCER RATINGS

04/13/2023 12

4 = KEY INFLUENCER

04/13/2023 13

3 = ENGAGER

04/13/2023 14

2 = MULTICHANNEL CONSUMER

04/13/2023 15

1 = STANDARD CONSUMER

04/13/2023 16

HOW MESSAGES TRAVEL

04/13/2023 17

ARE OUR MAJOR GIFT PROSPECTS SOCIAL?

04/13/2023 18

HOW ARE NP OS US ING S OCIAL DATA

04/13/2023 19

“With social data there is much more power to target effectively....to then measure the results...and to then make improvements, measure again and so on.  It allows you to continue advancing the results and efficacy of what you do in ways that before were either not possible or were very difficult and expensive to do.”

Guy Fischer

National Chief Development Officer

American Cancer Society

SO, WHAT DO THE CUSTOMERS SAY?

04/13/2023 20

EVENTS: IMPROVE TARGETING & ACQUISITION

The Situation: For new DetermiNation event series, how to target the right audience   The Goal:  Increase success of targeted Direct Mail campaign

The Strategy:  Find those individuals who are interested in this type of event and will be able to raise sufficient funds

The Tactics: Optimize Direct Mail by:(a) Targeting Engagers and Key Influencers, who(b) Have existing athletic behavior and participation

(marathoners, triathletes, cyclists, exercise buffs, etc.)

04/13/2023 21

• Select a pilot campaign• Identify your key influencers• Provide tools• Execute, evaluate, repeat!

GET STARTED NOW

04/13/2023 22

WANT M ORE ?

Download white paper: www.blackbaud.com/social-influencerDownload report: www.nonprofitsocialnetworksurvey.com Follow us: www.npengage.com