using social media data for fundraising success
TRANSCRIPT
04/11/2023 http://bit.ly/npsocial | #bbsocial 1
USING SOCIAL MEDIA (DATA) FOR FUNDRAISING SUCCESS
2012 Nonprofit Social Networking Benchmark Report (4th Edition)
04/11/2023 2http://bit.ly/npsocial | #bbsocial
Frank BarryDir. Digital Marketing
Blackbaud
@franswaanetwitsthinktank.com
Danielle BrigidaSocial Media ManagerNat’l Wildlife Federation
@starfocuswww.nwf.org
04/11/2023 http://bit.ly/npsocial | #bbsocial 3
www.NonprofitSocialNetworkSurvey.com
DOWNLOAD THE REPORT TODAY
Get the INFOGRAPHIC also … http://bit.ly/npsocial
04/11/2023 http://bit.ly/npsocial | #bbsocial 4
THE SOCIAL MEDIA LANDSCAPEWhat’s going on out there?
04/11/2023 http://bit.ly/npsocial | #bbsocial 5(Source: Buddy Media)
04/11/2023 http://bit.ly/npsocial | #bbsocial 6http://www.flickr.com/photos/jannemei/1023015396/sizes/l/in/photostream/
IT MAKES US ALL CRAZY Social Media
04/11/2023 http://bit.ly/npsocial | #bbsocial 7
WHY SOCIAL IS IMPORTANT?Why you should care?
04/11/2023 http://bit.ly/npsocial | #bbsocial 8
KEY INFLUENCERS
http://bit.ly/npoSocialArchetype
04/11/2023 http://bit.ly/npsocial | #bbsocial 9
ENGAGERS
http://bit.ly/npoSocialArchetype
04/11/2023 http://bit.ly/npsocial | #bbsocial 10
MULTICHANNEL CONSUMERS
http://bit.ly/npoSocialArchetype
04/11/2023 http://bit.ly/npsocial | #bbsocial 11
STANDARD CONSUMERS
http://bit.ly/npoSocialArchetype
04/11/2023 http://bit.ly/npsocial | #bbsocial 12
SOCIAL MEDIA FOR NONPROFITS2012
04/11/2023 http://bit.ly/npsocial | #bbsocial 13
www.NonprofitSocialNetworkSurvey.com
DOWNLOAD THE REPORT TODAY
Get the INFOGRAPHIC also … http://bit.ly/npsocial
FACEBOOK UP 30%TWITTER UP 81%
9 OUT OF 10 NONPROFITS ARE ON FACEBOOK
http://bit.ly/npSocial
04/11/2023 http://bit.ly/npsocial | #bbsocial 14
STAFFING?75% of nonprofit organizations have ¼ or less of an FTE.
STAFFING ON THE RISE75% OF NONPROFITS ALLOCATE ½ FTE
http://bit.ly/npSocial
04/11/2023 http://bit.ly/npsocial | #bbsocial 15
FUNDING GROWS BUT43% OF NONPROFITS ALLOCATE $0 TO SOCIAL
http://bit.ly/npSocial
04/11/2023 http://bit.ly/npsocial | #bbsocial 16
FUNDRAISING STILL LACKINGNOT MANY HAVE RAISED OVER $10K THROUGH SOCIAL
http://bit.ly/npSocial
04/11/2023 http://bit.ly/npsocial | #bbsocial 17
TOP 3 FACTORS FOR SUCCESSStrategy. Priority. Staffing.
StaffingStrategy Prioritization
04/11/2023 http://bit.ly/npsocial | #bbsocial 18
SOCIAL CRMWhere we’re headed …
June 2008
18
04/11/2023 http://bit.ly/npsocial | #bbsocial 20
NWF AND CONSTITUENT DATA Going Social
04/11/2023 http://bit.ly/npsocial | #bbsocial 21
• Attributes (age, interests)
• Affiliations (schools, state affiliates, partner organizations)
• Interactions (mail/email, phone calls, in-person meetings)
• What they’ve done with us (donated, taken action, volunteered, subscribed, shopped, attended a rally)
NWF’S CONSTITUENT DATA
04/11/2023 http://bit.ly/npsocial | #bbsocial 22
DOESN’T OFTEN TRANSLATE ON SOCIAL
04/11/2023 http://bit.ly/npsocial | #bbsocial 23
HOW DO YOU MAKE SENSE OF THE CROWD?
04/11/2023 http://bit.ly/npsocial | #bbsocial 25
Seeing our internal tags on our live tweet/comment stream:
HAVE ACCESS TO RELATIONSHIP HISTORY
04/11/2023 http://bit.ly/npsocial | #bbsocial 26
Oh wow, the person who just re-tweeted usdonated $1,000 last year. Let me messagethem a quick “Thank you for sharing.”
This volunteer has a big Klout score.Maybe when I see her this weekend
I should ask her to guest blog for us.
We want to reach our activists onsocial media. Should we invest ourresources in a Facebook App or Twitter campaign?
WHAT DOES ADDING SOCIAL DATA DO?
04/11/2023 http://bit.ly/npsocial | #bbsocial 28
LEARNING MORE ABOUT OUR CONSTITUENTS
04/11/2023 http://bit.ly/npsocial | #bbsocial 30
WE WANT TO GET TO KNOW OUR SUPPORTERS
04/11/2023 http://bit.ly/npsocial | #bbsocial 32
Searching and filtering to find people via their tags and influence score
FILTER BY KEYWORDS AND INFLUENCE SCORES
04/11/2023 http://bit.ly/npsocial | #bbsocial 33
SOCIAL SCORES HELP US TARGET
04/11/2023 http://bit.ly/npsocial | #bbsocial 34
SOCIAL DATA FOR FUNDRAISING?
04/11/2023 http://bit.ly/npsocial | #bbsocial 35
• Segmentation- Know where to engage with people
• Deeper relationships- Know more about people- Have that data at your fingertips
• Increased engagement- Talking to people where they hang out- Knowing more about them - = An opportunity to increase the number of meaningful touches / interactions you
have with them.
• Results- We’ve seen results improve by up to 40% in certain types of fundraising when social
media is used effectively.
USING THE DATA TO IMPROVE FUNDRAISING
04/11/2023 http://bit.ly/npsocial | #bbsocial 36
http://bit.ly/iP36Pc
04/11/2023 http://bit.ly/npsocial | #bbsocial 37
QUESTIONS? http://bit.ly/npsocial
http://blackbaud.com
04/11/2023 38http://bit.ly/npsocial | #bbsocial
http
://bi
t.ly/
npso
cial