1

Face, Tweet, Link Your Way to a True Social “ROI”:

Social Media, Grantmaking & Measurement

Council on Foundations

April 11, 2011

2

Session Participants

• Laura Efurd - Moderator - ZeroDivide

• Beth Kanter - Author, Blogger & Social Media Expert

• Kathy Reich - The David and Lucile Packard Foundation

• Steve Downs - The Robert Wood Johnson Foundation

• Jeff Pryor, Alexandra Mitchell - Pathfinder Solutions

Please use Twitter hashtags: #fundertech, #2011 annual, #COF

View Beth Kanter’s presentation slides and the instant polling results:

http://zerodivide.org/social_media_and_measurement

3

Laura Efurd, ZeroDivide

4

Social Media – Political Change

5

Social Media - Humanitarian Aid & Human Rights

u·sha·hi·di [oo-shah-hee-dee] - A Swahili word which means "testimony".

6

Social Media – Saving Lives

7

What is the ROI on Social Media?

New funder survey on technology-related grantmaking:

http://zerodivide.org/funder_report

8

Beth Kanter – Nonprofits, Social Media & ROI

View Beth’s presentation via SlideShare at:http://zerodivide.org/social_media_and_measurement

9

Kathy Reich, David and Lucile Packard Foundation

10

Packard’s Social Media Learning Lab

http://www.bethkanter.org/networked-nonprofit-lab/

11

Packard’s Organizational Effectiveness Wiki

http://packard-foundation-oe.wikispaces.com/home

12

Steve Downs, Robert Wood Johnson Foundation

Foundation/NonprofitSocial/Mobile

ROIResearch

Council on FoundationsApril 2011Jeffrey Pryor, Ed.D.Alexandra Mitchell, MPA

How do people become involved, make decisions, step across the threshold?

Or, what can we learn from Lady Gaga?

Pathfinder SolutionsSupporting the future of philanthropy

through engagement, talent development, research, technology and

training

15

• No or little pre-project social media impact (>50%)

• Little support from individuals (50% said <10%)

• Little online engagement (75% said <10%)

• 75% wanted wider audience (& demographic info)

Desired outcomes:

- Raising Public Awareness- Fundraising- Brand Extension- Driving Advocacy- Other, e.g., Customer Loyalty, Employee Engagement

Social Media Cohort: 35 orgs, incl. 3 Community Fdns

16

Community

Health & Disability

Youth and Education

Arts & Culture

International Relief

Environment

Social Media Cohort – Anschutz Family Foundation

17

17

Social Media Cohort ROI - 4 Month Snapshot

# 501c3 Organizations 22 active in cohort ($200K-$60M)

# Campaigns 36 (1.6 per organization)

Total $’s $568,148

# Donors 3355 new donors

Avg/Campaign $15,781 per campaign

Avg $/Donor $177/donor

% 1st Time Web/SM Campaign

60% involved for 1st time

% Increase in FB Fans 5 - 60% lift

% Increase in Twitter Followers

0 - 40% lift

Overall Cohort $$ ROI 4.5 x Initial Investment for Platform*

18

18

Haiti Partners: One Micro CampaignEducation Prevents Cholera CampaignGoal: Raise $1,000 in 10 daysActivity metrics during time of campaign:

• 10 x 10 x 10 (days, people, $$)• 520 website hits• 1,800 shares • $1,117 raised in 10 days

19

19

Goal: Promote altruism in Brooklyn And to spread awareness of the two year old Community Foundation.

Campaign timeline: 60 days

• 14 new corporate sponsors• >250 nominations since launch (goal of 100)• 100,000 site visits•300% growth in Facebook fans• 300,000 votes in 2 weeks• 27,000 unique users• Award from the Council on Foundations

.

Brooklyn Community FoundationAward winning community ENGAGEMENT through Crowdsourcing

Wilmer Shields Rich Award Winner for Excellence in Communications

20

TEXT2PLEDGE : MOUNTAIN FIRE FUNDCombining Web and Mobile

20

52%Conversion

$3,310$ Pledged

$16Avg. $ Pledged

$2,518$ Donations

$26Avg. $ Donations

$221$ Pledged/Minute

$101$ Donated/Minute

21

Early Findings

• Social media can deliver on the promise (or not)

• Organizations confuse activity and engagement

• Creative, deliberate campaigns work best

• Integrate into broader marketing efforts

• Staff time not configured into ROI

• Don’t forget the potential of mobile

Mobile

22

• Able to measure engagement/outcomes

• Able to execute micro campaigns

• Increased public awareness

• Produce quality online content

• Better engage supporters

What’s Looking Promising

23

• Laura Efurd – Laura@zerodivide.org

• Beth Kanter – Beth.Kanter@gmail.org

• Stephen Downs – SDowns@RWJF.org

• Kathy Reich – KReich@Packard.org

• Jeff Pryor – Jeff@PathFinderSolutions.org

• Alex Mitchell – Alex@PathFinderSolutions.org

Thank You for your Participation!