seniors and boomers and teens, oh my! reaching donors across generations through social media
DESCRIPTION
Using social media to engage donors across generational dividesTRANSCRIPT
Generations Wired:
Engaging Donors withSocial Media Tools
1. What is Social Media?2. Social Media for the Generations3. Engaging Donors with Social Media4. Succeeding with Social Media
Social Media is...
Conversations
Connections
Communication
Community
Social Media is about forming relationships,sharing information,exchanging ideas...
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Ask Yourself...
l What are my goals?l Who is my audience?l What is my capacity?l What is my commitment?
Pew Internet & American Life Project's December 2008 tracking survey
Adult Internet Users with profiles on social networks
8% in 2005 to 35% 2008
Pew Internet & American Life Project's December 2008 tracking survey
Women Outnumber Men on Social-Networking Sites
50% of women, compared with 42% of men
getting older
getting younger
staying in the middle
Teens“...anyone under 20 doesn't really see much use for e-mail”
searchenginewatch, June 2009
20-Somethings“Younger employees help senior executives unlock social media mystery”
Chicago Tribune, Oct 2009
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30-SomethingsIn Q3 2008, 69% of Gen Xers shopped online & 65% used online banking - more than any other group.
Technographics Benchmark Survey
40-Somethings“40-something female web users are highly involved in social networking, often demonstrating a more personal connection to online activities than younger peers.”
SheSpeaks, Dec 2008
“16.5 million adults ages 55 and older engage in social networking.”
comScore, 2009
50-Somethings
“In one year, 350,000 users created 1,700 groups discussing everything from gardening to social activism on AARP.org.”
60 Plus
AARP, 2009
How do you engage donorsusing social media?
Listen
Galvanize
Call to Action
Social Media ProcessBe PresentBe Present ListenListen EngageEngage Call to Call to
ActionAction
Twitter Twitter PagePage SearchSearch TweetTweet Drive Drive
TrafficTraffic
Facebook Facebook PagePage Social AdSocial Ad UpdatesUpdates Facebook Facebook
CauseCause
91% of nonprofits surveyed raise funds online, but only 58 percent of those nonprofits using social media cite fundraising as a goal for using it. “Sharing our story,” building a community, public relations, and donor engagement/retention – not raising funds – were listed as the nonprofits’ top reasons for engaging in social media.
Sage North America, 2009
Deepen Deepen relationships & relationships &
engagementengagement
Beth Kanter, Mashable 2009
...attribute the empowerment of their supporters to their social media strategy...makes it easy for members of the community to share personal stories and inspires action.
Individuals self-Individuals self-organize around organize around
a nonprofit a nonprofit cause cause
Beth Kanter, Mashable 2009
...encourages an individual who is a member of (Facebook) Causes to use their birthday as an excuse to raise money for a nonprofit organization.
Social change Social change behind the behind the
firewallfirewall
Beth Kanter, Mashable 2009
...(social media) allowed them to engage with their supporters; it’s also helping them to reinvent their internal institutional culture, inspiring collaboration and efficiency.
1. Integrate into your MarCom plan.2. Complete your profiles.3. Follow and friend strategically.4. Tap into friends of friends.5. Announce your social media tools.6. Leverage the tools.
Succeeding with Social Media
BE TRANSPARENT
