major gifts 2.0

Major Gifts 2.0HOW SOCIAL MEDIA IS CHANGING THE CONVERSATION

Tracey Merrill

Nancy Sullivan Skinner

Julie Banks

Definition

“Social Media—primarily internet-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology and social interaction with the construction of words, pictures, audio and video. The industry might also refer to social media as ‘user generated content.’”

(Wikipedia)

http://www.youtube.com/watch?v=NhPgUcjGQAw&feature=related

Socialnomics

2010 EARTHQUAKE IN HAITI

Case Study

American Red Cross’ texting campaign resulted in:

$20M to Haitian relief in 2010

$250K to Katrina relief in 2005

136.6 million cell phone subscribers sent and received text messages in Q3 2009 (The Nielsen Company) 

1 billion mobile devices by 2011

Immediate impact, ease of use

IS THERE AN APP FOR THAT?

Major Gifts 2.0

Do the old rules apply? Email, texting, Facebook, Twitter,

blogs – opportunities or challenges? How does social media impact

relationship based fund-raising? Donor expectations? Donor experience?

The Challenge

Most MGO’S only marginally involved with online/social media strategy

Online strategy for most $ donors is disjointed/disarray

e.g. Only 1/3 of non-profits are creating special newsletters for hi-end

Done wrong, social media allows pre-emption!!

MAJOR GIFTS & ONLINE GIVING

Context

Blackbaud study $13 billion given online in 2008 1,274 non-profits experience average

44% increase in online giving in 2009 Year-end driven January-May 2009, 1200 non-profits had

one $1K gift; 38 had $20K Only 37% repeated gifts the following

year

THE CASE FOUNDATION’S America’s Giving Challenge

Framing the Discussion

“test” of online philanthropy 50 days; competition for

highest number of donors; Parade Magazine and Parade.com

$1.8M raised; 71,000 donors Findings: social networks

trumped social media to influence giving

“Old School” to 2.0How does all of this translate to Major Gifts?

The “Wired Wealthy”

Convio, Sea Change Strategies and Edge Research online study of 3,443 donors from 23 nonprofit organizations with giving $1K+ (2007)

Avg $11K annual giving

25% > $100K income and >50% more than $200K income;

Avg age = 51

Well-educated

Seasoned online users—banking, buying, giving, and watch video.

3 Types of “Wired Wealthy”

■ Relationship Seekers

Avg. Age 48

OPEN TO LOVE

■ All Business Age 45-64

OLDER, IN AND OUT

■ Casual Connectors Avg Age 50

DABBLERS

29%

30%

41%

“Wired Wealthy”

Relationship Seekers

All Business

Casual Connectors

What do they want?

Easy and secure giving Control over level and frequency of

contact/opt in Easy access to information Inspiration—not likely through a

website Tax Summary/Reports/Renewals

online Action alerts and success stories

Major Gifts “Old School”

Steward

Face-to-face visit, on-site visit, events, communications

Solicit

In person

Cultivate

Face-to-face visit, on-site visit, events, communications

Identify

Donors, event attendance, volunteers, clients/users, word of mouth

Major Gifts 2.0

Steward

Solicit

Cultivate

Identify

Major Gifts 2.0

Steward

Solicit

Cultivate

Advance, “insider” information, connect

Identify

Fans, followers, online donors, people who ask for info

Recommendations

Create + provide online options for WW to customize and build relationship

Start slow, be active and have a clear goal

Segment the list

Find Casual Connectors & Relationship seekers who want to start a dialogue

Control the message—let it drive the technology—Quality most important!

Use video!

Listen! Donor surveys, Advisory panels, feedback , voting, online/offline events, etc.

Engage

Lessons Learned

NOT a game-changer, personal relationship still primary

TOOL for advancing the case, managing communication, starting dialogue

“RAISE MEANING” before money

MONEY isn’t the only metric

YOUR PEOPLE are your impact

NOT for closing, but WW may push us (pre-empt!)

TAKE the LONG VIEW, social media is investment future generation of donors/Board