the power of engagement – integrating social media into your donor communication strategy
DESCRIPTION
Zach Christensen, Creative Director & Jessica Mimick, Social Media Strategist, The Stelter Company Twitter Handles: @zach_c, @JessicaMimick Social Media offers very personal ways to connect with your donors, prospects and supporters…but how does social engagement fit into an overall communications strategy? Zach and Jess will offer some easy-to-implement ideas to help your organization best take advantage of its social network to accelerate fundraising and donor communication efforts.TRANSCRIPT
The Power of EngagementIntegrating Social Media Into Your Donor Communication
Strategy
New York City – March 17, 2014
EngagementMarketing
Why Should I Care About
Social Media?
INTRODUCTION
There were many geographical barriers to building community prior to the digital age.
Social hasn’t just moved the hurdle...it has eliminated these barriers
One in four donors wish to connect with
nonprofits via Facebook
Source: “Stelter 2012 Donor Insights Report”
Social networks are quickly becoming the de facto communication channel.
2010 2012
Source: Pew Internet
Money raised through social networks has doubled over the last two years.
ACTIVATEENGAGEACQUIRE
TIP #1
ACQUIRE Get Social with ALL Channels
@jessicamimick
Just spoke with @justinscott...he is officially #cancerfree and coming home tomorrow – #miracleworkers!
Mine social networks for content
Find comments that supports mission Integrate with your website, email Include in direct mail campaigns
ACQUIRE›❯›❯
TIP #2
ENGAGE Gamification is
Powerful (and Easy)
Let your mission work for you
Create social games that amplify your mission, underline your value and/or emphasize the need for support.
Draw your supporters and prospect to these games via web, email and social channels.
Monitor all available analytics to mine for prospects.
ENGAGE›❯›❯
TIP #3
ACTIVATE Encourage
Participation…
Draft Your Army
An army of advocates are within your reach
ACTIVATE›❯›❯
Like, Comment or Post – it all counts. Does your content generate action? Point social content to unique calls to action to measure effectiveness
Daughters of the
American Revolution
CASE STUDY
ABOUT
Founded: 1890 !Mission: Historic Preservation, Education, Patriotism !Membership: 177,000 (more than 920,000 have joined since it was founded) !Chapters: 3,000 chapters in all 50 states and DC (and in more than 15 countries WW) !President General: Lynn Forney Young
Insert DAR Campaign
Results Conversion RateEngagement and activity for Quiz 3 is an outlier based on expectations.
26%
Dollars Raised It is rare to achieve a virality score of more than 2,000 merely three weeks into a campaign.
$45k
Growth in Fan BaseThe number of campaign views exceeded expectations, particularly based on the lack of marketing.
15%
ReferralsThis number of referrals typically requires a Facebook fan based of more than 50,000.
40
+ First ever social media campaign
+ Raised $45,000 during campaign
+ Generated action from more than 10,000 members 57
Average Age of ParticipantsThis number of referrals typically requires a Facebook fan based of more than 50,000.
You Can Do It!
3 TIPS›❯›❯
Curate public-facing social content and use it EVERYWHERE!
Use games to engage your fans.
Put your community to work for you.
New York City – March 17, 2014
The Power of EngagementIntegrating Social Media Into Your Donor Communication
Strategy