cheryl black - what is a social influencer really worth
TRANSCRIPT
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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
@CLBlack425
Download the whitepaper at www.blackbaud.com/social-influencer
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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
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2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
04/13/2023 5 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
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2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 2012
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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
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The Power of Social Fundraising and Friends Asking Friends[INFOGRAPHIC], Blackbaud 2011
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UNDE RS TANDING Y OUR INF L UE NCE RS AND T HE IR VAL UE
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• 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
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FOUR INFLUENCER RATINGS
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4 = KEY INFLUENCER
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3 = ENGAGER
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2 = MULTICHANNEL CONSUMER
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1 = STANDARD CONSUMER
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HOW MESSAGES TRAVEL
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ARE OUR MAJOR GIFT PROSPECTS SOCIAL?
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HOW ARE NP OS US ING S OCIAL DATA
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“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?
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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.)
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• Select a pilot campaign• Identify your key influencers• Provide tools• Execute, evaluate, repeat!
GET STARTED NOW
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WANT M ORE ?
Download white paper: www.blackbaud.com/social-influencerDownload report: www.nonprofitsocialnetworksurvey.com Follow us: www.npengage.com