social good: social media for the non-profit world

Social Good:Social Media for the

Non-Profit World

Kerry Rego Consulting1/25/12

•Facebook 800m users

•Twitter 100m users •YouTube 4b+ views/day

•LinkedIn 135m users

•Google+ 90m users

Why is Social Media Important?

1. Google Sites 187m4. Facebook 162m

10. Wikimedia 83m13. CBS Interactive 78m14. New York Times 76m

24. ESPN 43m27. Twitter 37m

Unique Visitors Dec. 2011

Source: Comscore

Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.

Social Media, A Definition:

Wikipedia

7 C’s of Social Media

• Communication (public relations)• Cause support (philanthropy)• Contests (game metric)• Collaboration (thought leadership)• Connecting others (networking)• Customer service (listening)• Community building (loyalty)

*Dose of Digital concept

What Tools Do We Have to Work With?

GOAL

Where Do You Start?

• Goal• Tools, Research• Routine• Measure• Adjust• Persist

• WHO is the audience?• WHAT is their preference?

• WHEN do they want to hear?

• WHERE are they?• WHY are you there?

Market Research

Don’t expect amazing results overnight!

Be realistic in your goal setting.

Social Media Use by Non Profits92% nonprofits use at least 1 social network - Blackbaud

61% increase in online giving ’01-’11.Avg. donation was $226 now $73.-Network for Good

4 out of 5 nonprofits agree that social networking is valuable to their growth & community engagement.-Nonprofitsocialnetworksurvey.com

33% of online donations come from email appeals while only 7% come from FB-Razoo

Nonprofits’ Social Media Use

Blackbaud on Frogloop

Where the Money Is Coming From

36% Facebook 9% Email5% Blog4% Twitter

WePay, payment processor for nonprofits

•Don’t Have a Budget•Don’t Dedicate Staff•Don’t Have a Focus

How to Fail at Social Media Fundraising

Social Media Budgets

Blackbaud on Frogloop

How do the top 1% Succeed?

• Hire or assign a current staff member

• Allocate Budget• Add social media to your

fundraising appeals

Pay Attention to Mobile!

• 64% of American adults now use text messaging

• 9% have texted a charitable donation from their mobile phone.

Pew Internet & American Life Project

Human Rights Campaign recruited an additional 30,000 new supporters through timely action alerts and petitions on the Care2 network ’09-’10. HRC developed an integrated multichannel marketing approach that sought to connect, engage, and convert warm recruits through telemarketing, direct mail, email and text messaging.

Case Study

Text to Haiti, raised $30m, 14% via text• contributions were often spur-of-the-

moment decisions that spread virally through friend networks.

• 73% contributed via phones on same day they heard about the campaign

• 76% say they often make text donations without much doing much research

• 43% of these donors encouraged their friends or family members to give to the campaign as well

• 56% have continued to give to more recent disaster relief efforts via mobile

Resources

• Bethkanter.org• frogloop.com• pewinternet.org• http://nonprofitsocialnetworksurvey.com/• http://www.slideshare.net/Care2Team/the-

overachievers-guide-to-online-fundraising-9-steps-to-kick-start-2012Ho

Social Media is SOCIAL

It’s About Relationships with

Your Donors

Questions

THANK YOU!

707.548.9823Kerry@KerryRegoConsulting.co

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