David Lamb, Senior Consultant, Target Analytics

Users create public profiles Discover others with similar interests or

backgrounds Create an online network of “friends” or

colleagues Web 2.0

Web 1.0Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Educating

Organization Creates Content

Web 2.0Audience in control

Two way / Being a part of a conversation

Adapting the message/ beta

Focused on the audience / Adding value

Influencing, involving

User created content / Co-creationSource: Slide 10 from "What's Next In Media?" by Neil PerkinObtained from Leveraging Social Media for Fundraising Success by Michael Ameshttp://www.slideshare.net/mikeyames/leveraging-social-media-for-fundraising-success

Most popular Facebook: sharing friends

and profiles MySpace: sharing friends

and profiles – slightly more corporate feel than Facebook

Bebo: sharing friends and profiles

LinkedIn and Plaxo: more professional networking

Twitter: instant messaging Special Purpose

YouTube: video/media sharing

Flickr: photo sharing Second Life: 3-D simulated

world similar to the Sim’s.

Philanthropy Specific Sixdegrees.org Change.org YourCause.com BringLight.com FirstGiving.com Yahoo for Good NetworkForGood.org ammado.com zazengo.com Razoo.com socialvibe.com

Has more than 42 million active users – over 200 million visitors

Claims to be the 4th most-trafficked website in the world

More than half of Facebook users are not in college The fastest growing demographic is those 35 years

old and older 25-34 year old demographic doubles every 6

months Largest age group is 18-24 The site is in more than 20 languages, including

Spanish, French, German, Russian and Korean

Claims to be the country’s most trafficked site on the Internet

85% of MySpace users are of voting age (18 or older)

1 in 4 Americans is on MySpace, in the UK it’s as common to have a MySpace as it is to own a dog

44% of users are between the ages of 18 and 34

23% of users are over 34

Facebook MySpace

Source: www.quantcast.com

“On a per capita basis, MySpace has 4% more women visiting its site than Facebook. Facebook users tend to be more affluent, with its users skewing towards households earning over $60,000 per year, while MySpace users skew toward lower income levels, with 12% more of its users earning under $60,000 per year. Using the psychographic system Mosaic to track U.S. Internet users, it's clear that there's a class distinction between users of the two social networks. Facebook's most predominant group of visitors in Mosaic is "affluent suburbia," a group that Mosaic describes as "the wealthiest households in the U.S., living in exclusive suburban neighborhoods enjoying the best that life has to offer." The predominant group for MySpace, on the other hand, is "struggling societies," or households that are primarily single parent, single income, raising families on lower incomes and tight budgets. “Source: www.time.com/time/business/article/0,8599,1675244,00.html

10/24/2007

People give to people If I’m in your network, and I let you know about the

nonprofit I care about, word can spread like a virus People are more motivated to give if asked by a

friend Qualities of a donor

Ability Interest Linkage

Diversify your constituency Engage your constituency Don’t expect to raise a lot of money right away

Promote specific actions or causes Peer to peer invitations to get involved Click a button to add name to a list of

supporters User adds your “badge” or logo to his/her site

Get constituent feedback Blessing and a curse Encourages a personal relationship to the

nonprofit Researching VIPs, major gift prospects, &

others

Groups * Causes - applications that allow Facebook

members to… Create a cause site Invite friends to join the cause Make donations to the cause

Must go to a 501(c)3 org Donations are processed by the application

Badges – an icon that links back to your website or Facebook page

Lots of professional information – self reported

LinkedIn Groups help constituents connect with each other

His Facebook page has over 3 million friends

His MySpace page has over 900K friends

Fundraising success January 2008, raised $32 MM, $28 MM of

which was raised online Of the $28MM, 90% of the donations were

under $100

Humane Society of the US Uses MySpace, Facebook Raised $5,000 in 1st 3 months of Facebook

presence via the Causes applet American Cancer Society

Conducted an annual virtual Relay for Life on Second Life since 2004

Raised about $5k in 2004; $38K in 2006; $100K in 2007; over $200,000 in 2008

12 months 12 charities 1200 people $10/person/

month $12,000/charity

Started when Twitterers in the UK decided to meet in person in Fall of 2008

Social event tied in with fundraising for a homeless shelter

What if this happened in many cities? 10,000+ people in 202 cities met on

2/12/09 Raised $250,000 for charity:water

Info about swine flu is spreading on Twitter faster than the virus itself CDC’s emergency alert service followers

went from a few thousand to over 40,000 Twitter itself is becoming a news channel

Lance Armstrong has 745,656 followers

Users create their own profiles which may include Interests Affiliations Professional information

Many profiles are “private”, some are open to public view

Specialized search: Twitter Search LinkedIn Search

Caveat emptor

You’re still trying to get a handle on your basic software infrastructure

Your target audiences aren’t using social networking

You don’t have time to experiment with something that might not work

You don’t have a high tolerance for things that don’t always work like they should

You aren’t ready to invest in gaining a real understanding of the medium

You want to maintain firm control of your brand and message

Source: www.fundraising123.org/article/should-your-organization-use-social-networking-sites

Make sure Web 1.0 is working Simple online giving tools Clear, simple, attractive web site

Start small – set simple goals Raise awareness of a particular issue or

cause Increase your constituency size by 10% Engage a younger constituency Raise funds for a hot issue

Assign a champion and give that person the time to interact with the network

Encourage staff members to create profiles and interact with the network

Consider a multi-site strategy Facebook Twitter YouTube Flickr Second Life

Keep your site current Change content continuously

Twitter and blog posts Status updates Pictures & videos

Be interactive and responsive Don’t make fundraising the primary focus

Inform Engage Inspire

Focus on issues, not your organization