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Major Gifts 2.0HOW SOCIAL MEDIA IS CHANGING THE CONVERSATION
Tracey Merrill
Nancy Sullivan Skinner
Julie Banks
Definition
“Social Media—primarily internet-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology and social interaction with the construction of words, pictures, audio and video. The industry might also refer to social media as ‘user generated content.’”
(Wikipedia)
http://www.youtube.com/watch?v=NhPgUcjGQAw&feature=related
Socialnomics
2010 EARTHQUAKE IN HAITI
Case Study
American Red Cross’ texting campaign resulted in:
$20M to Haitian relief in 2010
$250K to Katrina relief in 2005
136.6 million cell phone subscribers sent and received text messages in Q3 2009 (The Nielsen Company)
1 billion mobile devices by 2011
Immediate impact, ease of use
IS THERE AN APP FOR THAT?
Major Gifts 2.0
Do the old rules apply? Email, texting, Facebook, Twitter,
blogs – opportunities or challenges? How does social media impact
relationship based fund-raising? Donor expectations? Donor experience?
The Challenge
Most MGO’S only marginally involved with online/social media strategy
Online strategy for most $ donors is disjointed/disarray
e.g. Only 1/3 of non-profits are creating special newsletters for hi-end
Done wrong, social media allows pre-emption!!
MAJOR GIFTS & ONLINE GIVING
Context
Blackbaud study $13 billion given online in 2008 1,274 non-profits experience average
44% increase in online giving in 2009 Year-end driven January-May 2009, 1200 non-profits had
one $1K gift; 38 had $20K Only 37% repeated gifts the following
year
THE CASE FOUNDATION’S America’s Giving Challenge
Framing the Discussion
“test” of online philanthropy 50 days; competition for
highest number of donors; Parade Magazine and Parade.com
$1.8M raised; 71,000 donors Findings: social networks
trumped social media to influence giving
“Old School” to 2.0How does all of this translate to Major Gifts?
The “Wired Wealthy”
Convio, Sea Change Strategies and Edge Research online study of 3,443 donors from 23 nonprofit organizations with giving $1K+ (2007)
Avg $11K annual giving
25% > $100K income and >50% more than $200K income;
Avg age = 51
Well-educated
Seasoned online users—banking, buying, giving, and watch video.
3 Types of “Wired Wealthy”
■ Relationship Seekers
Avg. Age 48
OPEN TO LOVE
■ All Business Age 45-64
OLDER, IN AND OUT
■ Casual Connectors Avg Age 50
DABBLERS
29%
30%
41%
“Wired Wealthy”
Relationship Seekers
All Business
Casual Connectors
What do they want?
Easy and secure giving Control over level and frequency of
contact/opt in Easy access to information Inspiration—not likely through a
website Tax Summary/Reports/Renewals
online Action alerts and success stories
Major Gifts “Old School”
Steward
Face-to-face visit, on-site visit, events, communications
Solicit
In person
Cultivate
Face-to-face visit, on-site visit, events, communications
Identify
Donors, event attendance, volunteers, clients/users, word of mouth
Major Gifts 2.0
Steward
Solicit
Cultivate
Identify
Major Gifts 2.0
Steward
Solicit
Cultivate
Advance, “insider” information, connect
Identify
Fans, followers, online donors, people who ask for info
Recommendations
Create + provide online options for WW to customize and build relationship
Start slow, be active and have a clear goal
Segment the list
Find Casual Connectors & Relationship seekers who want to start a dialogue
Control the message—let it drive the technology—Quality most important!
Use video!
Listen! Donor surveys, Advisory panels, feedback , voting, online/offline events, etc.
Engage
Lessons Learned
NOT a game-changer, personal relationship still primary
TOOL for advancing the case, managing communication, starting dialogue
“RAISE MEANING” before money
MONEY isn’t the only metric
YOUR PEOPLE are your impact
NOT for closing, but WW may push us (pre-empt!)
TAKE the LONG VIEW, social media is investment future generation of donors/Board
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