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Social Media Fundraising: ROI & Metrics Use Social Media Data to Find Supporters, Engage Donors, & Fundraise Online. Presented by Filiberto Gonzalez Julie Ha Truong. About the Presenter. BA from California State Northridge (CSUN) - PowerPoint PPT Presentation
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Social Media Fundraising: ROI & Metrics
Use Social Media Data to Find Supporters, Engage Donors, & Fundraise Online
Presented by
Filiberto GonzalezJulie Ha Truong
About the Presenter• BA from California State Northridge (CSUN)
• Master of Social Work from University of Southern California
• Named one of the 39 Inspiring Men by The Huffington Post in Sept. 2011
• Attended LinkedIn Town Hall with POTUS Obama, repping social good & small business
• Founded Social | Impact Consulting, LLC in Jan. 2011
• Became social media trainer at Center for Nonprofit Management in Nov. 2011
Filiberto Gonzalez, MSW @gofiliberto
fxg@soc-impact.com
About the Presenter• As head of a development
department of one, it didn’t take long to see potential in social media.
• Social media was by-and-large free…• And if anyone appreciates free, it’s
undoubtedly, the nonprofit sector. • Since 2005, I’ve worked on how to
incorporate social media into nonprofit fundraising.
Filiberto Gonzalez, MSW @gofiliberto
fxg@soc-impact.com
About the Presenter• Has 14-years experience in nonprofit,
government, and higher education.• Is currently the education manager
and executive coach at the Center for Nonprofit Management of Southern California in Los Angeles.
• Holds mater degrees in public policy and nonprofit management & leadership from the Univ. of Minn.’s Humphrey Institute.
Julie Ha Truong jtruong@cnmsocal.org
Topics of Discussion• Social Fundraising – What is it, why does it matter, and
why resistance is futile. • Getting Started – Models on social fundraising and what
you’ll need to get started. • Metrics – How to measure it (to convince your board it
works).• Case Studies – How Center for Nonprofit Management of
Southern California measures outcomes. • ROI – What do studies on social fundraising say about its
future.
Topics of Discussion• We will share several examples of (mostly)
free tools for social fundraising…
• We will share a total of 125 slides…
• 117 slides will be on social fundraising…
• 100% will be fun!
Before We Get Started…
• Glossary of Terms: – Social Data: metrics and illustrations on
user interaction with your sites/social accounts. Social data is obtained from twtrland, Facebook Insights, Google Analytics, YouTube Analytics, and Bitly, among others.
Before We Get Started…
• Glossary of Terms: – Social Tools: Allows users to leverage their
networks to precisely target audiences and amplify their message. Examples include Facebook Connect, Facebook Ads, Google Grants (AdWords), Twitter Widget, AddThis, and Facebook Plugins (e.g. Like Button).
Before We Get Started…
• Glossary of Terms: – Social Fundraising Tools: Social media and
online platforms used by nonprofits to fundraise. Examples include DonorsChoose, Causes, Crowdrise, Fundly, NationBuilder, Kickstarter, mGive, DonateNow, Razoo, FirstGiving, and more.
What Is Social Fundraising?
• Social Fundraising is defined as the use of social data to accurately identify prospective donors and giving patterns among them.
What Is Social Fundraising?
• Social Fundraising is defined as the use of social data to accurately identify prospective donors and giving patterns among them.
• Social Fundraising relies strongly on social tools, but is not predicated on bots to create virality.
What Is Social Fundraising?
• Social Fundraising is defined as the use of social data to accurately identify prospective donors and giving patterns among them.
• Social Fundraising relies strongly on social tools, but is not predicated on bots to create virality.
• Social Fundraising is not (necessarily) social media for peer-to-peer fundraising. – As with the offline variation, the operative word is “peer,”
not “social.”
What Is Social Fundraising?
• Fun Facts:– $15.26B, or 7% of all individual giving in the U.S.,
was donated online in 2012.– 15% of December’s online donations is on 12/31,
mostly between 11am and 6pm. – $32M raised by ‘Text HAITI’ campaign in 2010.– $13M+ given to KONY 2012 -- $5M in first 48hrs --
largely through Causes.com.
Sources:Blackbaud: http://s-im.us/11OnlineGivingReport
Network for Good: http://s-im.us/givingdec31
Online Fundraising• In Blackbaud’s 2011 Online Giving Report
– Online giving was up 13% Year-over-Year in 2011– Small nonprofits (>$1M) grew the most in 2011,
12.8% YOY
Sources:Blackbaud 2011 Online Giving Report http://s-im.us/11OnlineGivingReport
Online Fundraising• In Blackbaud’s 2011 Online Giving Report
– Online giving was up 13% Year-over-Year in 2011– Small nonprofits (>$1M) grew the most in 2011,
12.8% YOY
• In Blackbaud’s 2012 Charitable Giving Report– Online giving grew by 11% YOY in 2012– Medium nonprofits ($1M-$10M) grew the most in
2012, 14.3% YOY
Sources:Blackbaud 2011 Online Giving Report http://s-im.us/11OnlineGivingReport Blackbaud 2012 Charitable Giving Report http://s-im.us/2012GivingReport
Online Fundraising
Sources:Blackbaud 2012 Charitable Giving Report http://s-im.us/2012GivingReport
What Is Social Fundraising?
With donations averaging $140 online, $35 on Causes, and $10 in text-to-give, you might say….
What Is Social Fundraising?
With donations averaging $140 online, $32 on Causes, and $10 in text-to-give, you might say….
“Why all the hype?”
What Is Social Fundraising?
• Gary Vaynerchuk is right: there’s no such thing as social media.
What Is Social Fundraising?
• Gary Vaynerchuk is right: there’s no such thing as social media.
• “Social Media” is simply the term we use today for the Internet as we now know it.
What Is Social Fundraising?
• Gary Vaynerchuk is right: there’s no such thing as social media.
• “Social Media” is simply the term we use today for the Internet as we now know it.
• Social fundraising will grow in direct proportion to the degree social and digital tools are integrated in our every day lives.
Social Fundraising• Social Data – like Big Data – has taken the guessing
out of social fundraising. • Based on social data analysis, a nonprofit is able to
produce an evidence-based profile on prospective donors, as well accurately predict their behavior and how to find them on social media.
• Social Data give nonprofits the makings of a… wait for it…social donor profile.
Social Fundraising Starter Kit
• What You’ll Need to Get Started:
1. Define your target audience(s)
2. Social Tools to find your target audience(s)
3. Social Data analytics tools
4. Social Fundraising tools that best align with your social donor profile
Social Fundraising Starter Kit
• Answer questions individually: – Who is your organization’s target audience(s)?– How is this defined?– Take 1 minute to answer.– Audience members will be chosen randomly to
answer.
Percent of Internet Users Who Used Social Media in
2012
Source:http://s-im.co/12PewSMreport
• Gender:– Women 71%– Men 62%
• Ethnicity: – Latino 72%– Black 68% – White 65%
Percent of Internet Users Who Used Social Media in
2012• Age:
– 18 -- 29 83%– 30 -- 49 77%– 50 -- 64 52%– 65+ 32%
Source:http://s-im.co/12PewSMreport
Percent of Internet Users Who Used Social Media in
2012• Education:
– Less than HS 66%– Some College 69%– College 65%
• Urbanity: – Urban 70%– Suburban 67% – Rural 61%
Source:http://s-im.co/12PewSMreport
Percent of Internet Users Who Used Social Media in
2012• Income:
– Less than $30K 72%– $30K -- $50K 65%– $50K -- $75K 66%– $75K+ 66%
Source:http://s-im.co/12PewSMreport
Social Fundraising Starter Kit
• Defining Your Social Donor Profile – Begin with your existing donors, narrow it down to
those who use social media often.– Glean social data to shape profile by key variables:
gender, ethnicity, marital status, income level, etc. – Define further by said variables and strong interests.– Find those who match profile and align with your
cause on various social networks. BOOM.
Social Fundraising Starter Kit
• Examples of Social Tools: – AddThis – To help make your content social and for better
SEO results. – Social Icons – To grow database every chance you get.– Email Signup Forms – Help grow your email database
where your target audience is most likely to find you.– Google Grants – AdWords for nonprofits lets prospective
supporters find you based on their search results.
AddThis plugin on this blog post produced 23 Likes on FB, 27 tweets, and 4 shares across other platforms.
Social Fundraising Starter Kit
• Social Data Analytics Tools: – Google Analytics: Totally free, totally awesome data on who
viewed your website, how did they get there, much more.– Email Marketing Platform – Provides open rates, click-
through rates (CTRs), who has unsubscribed, etc.– Facebook Insights – Treasure trove of data that will help form
your social donor profile, such as your most-likely supporters based on age, gender, their city, and your most popular posts.
– Bitly – Free tool provides stats on link CTRs, where your link was opened (e.g. Facebook, email), who else shared it.
Thematic map shows from which cities in each state visited your site the most often during a specific period of time.
Social Fundraising Starter Kit
• Forms of Social Fundraising Platforms:– Donation – Network for Good, Blackbaud,
NationBuilder, FirstGiving
– Social – Causes, Fundly, Razoo, Kickstarter
– Mobile – mGive, MobileCause
– Email!
POP QUIZ:Who managed the largest social media
fundraising campaign ever??
OBAMA 2012
Social Fundraising Models
• Obama 2012 ‘Secret Sauce’– A-B Test – Never again guess what subject line or
graphic to use. Use both and measure which gets more clicks.
– Click bate – Subject lines can’t give everything away… Give them enough to want to read more.
– Make a Splash – Use a splash page to capture email addresses. All the campaign’s data said it worked.
Sources: http://s-im.co/ObamaSci
http://s-im.co/ObamaEmail
Social Fundraising Models
• Obama 2012 ‘Secret Sauce’– Personalize Everything – Attract target audience by
‘narrow-casting.’ The more specific, the better.
– Smart follow ups – It’s actually not a bad idea to make a follow up request once you have a supporter in the fold.
Sources: http://s-im.co/ObamaSci
http://s-im.co/ObamaEmail
• “I will be outspent” raised $2.6M, more than any other email.
• Digital Team tested 17 variations before sending out this one.
Sources: http://s-im.co/ObamaSci
“We were so bad at predicting what would work, it only reinforced the need to keep testing,” Amelia Showalter, Obama Dir. of Digital Analytics
Social Fundraising Models
• Obama 2012 Campaign: ROICampaign Email List 16MTotal national fundraising emails 404Online donors 4.4MTotal in online donations $690MAverage per donor $157Most important figure of all ???
Source: http://s-im.co/ObamaDigStrat
Social Fundraising Models
• Obama 2012 Campaign: ROICampaign Email List 16MTotal national fundraising emails 404Online donors 4.4MTotal in online donations $690MAverage per donor $157Conversion Rate 27.5%
Source: http://s-im.co/ObamaDigStrat
Social Fundraising Models
• Care2: Case Studies on Online Fundraising – Customize appeals for all your target audiences. – Lower or remove the barriers to giving by integrating
giving channel into social media platform. – 23% newsletter email open rate.– 20% fundraising email open rate. – 2% conversion rate.
Source: http://s-im.co/Care2Supercharge
Social Fundraising Strategy
• Before Your Social Fundraising Campaign– Grow email database with as many supporters who
match social donor profile as possible. (Start with database of 1,000+, increase it by 20% annually.)
– Create awareness ads that attract social donor profile with Google AdWords.
– Buy <$20/mo. on Facebook ads to increase Likes. – Cultivate stronger supporters with regular (define by
platform) social posts/updates.
Before you get started, consider this Frequently Asked Question…
• Q: Why does my group need to build followers on social media?
• A: Three Reasons– The larger your following, the larger your reach. (Note:
social update’s half-life is 3-5hrs; only 20% of social networks may see it.
– There will come the day you’ll need to mobilize them (just ask Planned Parenthood).
– Each tweet/Facebook status update paves the way to the ‘ask.’
Infographic: http://s-im.co/socialhalflife
Planned Parenthood raised $650K in 24hrs after Komen Fund announced it would sever ties. More than $400K from 6,000 online donors.Avg. online donation: $67
Source: http://s-im.co/PPonlinegiving
Search: volunteer for nonprofit santa monica
Before you go any further, consider the following graphic….
First seen at NTC in March 2011
Example of a Facebook Sponsored Post via mobile.
Facebook Ad – Promoted Posts – 16hrs after it was created: • 9 post Likes• 531 views• $2.44 spent
Facebook Ad – Promoted Posts – 16hrs after it was created: • 7 Page Likes
• 9 Post Likes• $2.44 spent * Screen shot from Facebook Insights on Facebook Page mobile app
Social Fundraising Strategy
• Pre-Launch of Social Fundraising Campaign– Identify baseline metrics for key variables: email open
rate, CTRs, and conversion rates. – Set social fundraising goals for donations sourced
from social media.– Set social fundraising goals for donations sourced
from email. – Said goals should measure total donors, total dollars,
and average donation amount per donor.
Social Fundraising Strategy
• Launch of Social Fundraising Campaign– POTUS Obama can go to the Wishing Well an infinite
amount of times (actually, just over 400)…– In the absence of a crisis, your group may only get to
make 5 to 6 email asks – at the most. – Use social tools and social data to optimize each ask
across channels.– Like the Obama campaign and others, make soft ask
on social media and hard ask through email.
Social Fundraising Strategy
• Launching Campaign
– Brand your social fundraising campaign.
– Make it a party! Get friends involved.
– Use every social and digital tool available to nonprofits to market your campaign successful.
– Have fun with photos and videos.
One thing to remember about metrics:
Valid and Reliable Data Matter
Social Fundraising Strategy
• Use social tool Google Trends to pick most commonly used or compelling term for AdWords and all other campaign messaging.
• Use Big Data on best times for twitter optimization to increase campaign effectiveness.
• Use social data to create evidence-based email subject lines to increase conversion rate.
FUN FACTS:Google Trends says “charitable donations”
peaks in week prior to Tax Day…Blackbaud's Index on Online Giving shows
an increase in giving in April…
Should nonprofits exploit this misunderstanding by creating
AdWords for donations this week??
Should nonprofits exploit this misunderstanding by creating
AdWords for donations this week?? Of course.
Use Twitter to make the Call to Action for your
social fundraising campaign…
Use Big Data to know when are the best times to use Twitter.
Use adverbs to increase Click Thru Rates (CTRs):
• Really • Beautifully • Increasingly • Endlessly • Ridiculously • Hopelessly • Swiftly • Sadly
Source: http://s-im.co/OpCTRs
Social Fundraising Strategy
• Email Campaign Goals– Goal 1: Email database of 1,000 supporters.
– Goal 2: Open rate of 20%+ on each email blast.
– Goal 3: Click-through-rate (CTR) of 5%.
– Goal 4: Conversion rate of 1-3%.
Social Fundraising Strategy
• Email for Social Fundraising– Former Obama 2012 Digital Team Dir. Jim Pugh:
social media is where you cultivate your audience, email is where you make the transaction.
– Don’t guess, A-B test: Thanks to Jim’s nifty Excel tool, test email subject lines to optimize results.
– Track who is opening emails, who is unsubscribing, open rates, CTRs, and conversion rates throughout campaign.
Suggested Email Subject Lines
Use other Big Data to determine the best times to send email…
Hint: Don’t send email on Monday mornings. That’s when the
unsubscribe rate is highest…
More helpful tips found in Big Data analysis of 62M emails sent via
MailChimp.
Fun Fact: Both Obama 2012 and Dan Zarrella found that the more you
send email, the less likely the recipient will unsubscribe…
In fact, 22 emails a month is the sweet spot.
Sources: http://s-im.co/ObamaDigStrat
http://bit.ly/15ZDZ6A
MailChimp: Industry Statistics After Analyzing 700 Million
Emails, here’s what they found…Industry Open
RateCTR Abuse
ReportUnsub
RateReligion 48.6% 3.2% 0.028% 0.107%
Nonprofits 46.7% 3.6% 0.040% 0.175%
Hobbies 37.5% 5.0% 0.045% 0.186%
Gambling 25.1% 1.3% 0.072% 0.128%
E-Coupons 19.3% 1.9% 0.019% 0.086%
Source: http://bit.ly/XXEZ9r
Social Fundraising Strategy
• Pro Tip– Create Excel of all supporters who opened pre-campaign emails
in last year; list those who opened 75% or more (super fans).
– Once you make the ask, monitor their open and CTRs.
– Super Fans who open but do not give should receive custom emails with specific ask that acknowledges their strong support.
– Consider This: Removing email addresses in database that have not opened one email in over one year would more accurately reflect your social donor profile and improve outcomes.
Social Fundraising Strategy
• Conversions – Lower barriers to giving: Design process to go from
email open/FB News Feed to ‘Approve Payment’ is no more than 3 clicks.
– Research on 400K+ form fields: Forms with 4 required fields got 40% more completions than form with 11 required fields…
– Forms that went from 4 required field to 3 saw a 50% increase in conversions. Woah.
Source: http://s-im.co/OpFormFields
By now you’re probably asking…
FORGET ROI…
Social Fundraising ROI• There are a myriad of variables that ultimately boil down
to one: Number of people in your social networks who responded to the Call to Action with a donation.
• Jim Pugh called it the ‘Action Rate,’ others call it the ‘Conversion Rate.’
• Be prepared to see a 1 to 3% conversion rate in the absence of a crisis or natural disaster.
Social Fundraising ROI• 2013 eNonprofit Benchmarks Study
– 55 nonprofits participated in study.
– Study presented by nonprofit sector and size.
– Overall, overall outcomes are down…Researchers posit one reason could be the 2012 presidential election.
– Golden Nugget: sustainable giving programs (smaller amounts automatically processed as donations each month) saw a revenue growth rate of 43% in 2012.
Source: http://s-im.co/13eNPbench
Social Fundraising ROI• Graph on social fundraising survey results appear in
the following order: – Average dollar amount raised from social fundraising
campaign.– Social Media Platforms and Tools used for social
fundraising campaign. – Average donation amount. – Number of requests for donations during social
fundraising campaign.
Social FundraisingIf you remember anything about social
fundraising remember this…
You can’t show up just for ‘the Ask,’ you must be present all year to make it work.
http://twitter.com/soc_impacthttp://twitter.com/gofiliberto
www.facebook.com/SocialImpactConsultingLLC
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website: http://soc-impact.com
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