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It’s common knowledge that nobody is raising money through Twitter or Facebook, right? Wrong. Several organizations have successfully increased their event revenues by giving tools their participants to reach out to donors via social media. This session will review statistics and summary recommendations from a research project jointly developed by Blackbaud and Charity Dynamics to understand how social networking tools from Facebook, Twitter and YouTube can extend Friends Asking Friends and raise more money for your fundraising events.
Citation preview
Making Special Events More Successful withSocial Media Tools
Presented to AFP Massachusetts Chapter Brown Bag
May 19, 2010Mark Davis, Director of Enterprise Internet SolutionsBlackbaud
Derek Drockelman, Strategic Account ManagerBlackbaud
Mark Davis | Page #2 © 2010 Blackbaud
Session Agenda
Social Media and Event Fundraising Trends
Research Project and White Paper
Summary of Research Findings
Best Practices
Case Study: American Heart Association
Mark Davis | Page #3 © 2010 Blackbaud
Email as the Historic Driver of Online Growth
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009* $-
$250,000,000
$500,000,000
$750,000,000
$1,000,000,000
Estimated Annual US-Based Online Event Fundraising
Online fundraising represents about 30% of the overall event fundraising
Compared to 5% for the overall giving (Source: Giving USA 2008)
Mark Davis | Page #4 © 2010 Blackbaud
People Spend More Time on Social Networking Sites than Email
Source: Nielsen/NetRatings Report March 2009
Mark Davis | Page #5 © 2010 Blackbaud
Why Bother with Facebook?
Facebook Statistics1
• Over 400 million active users
• 2/3 outside of college• Fastest growing
demographic is 35 years and older
Email vs. Facebook• 27 Average Emails• 130 Average Facebook
Friends1
Fundraising Myth?• Fundraising not
successful on Facebook3 • Fundraising Success in
Events
Sources:1. Facebook.com Statistics2. Nielsen/NetRatings Report March 20093. Washington Post, April 22, 2009
Mark Davis | Page #6 © 2010 Blackbaud
The Promise of Social Media
Source: Google Trends
Mark Davis | Page #7 © 2010 Blackbaud
Research Project Outline Charity Dynamics / Blackbaud Partnership
1,750 Events in 2009 and 1,000,000 participants
Project Objective· To investigate the impact that social networking sites like
Facebook, Youtube and Twitter have on fundraising efforts enabled by Sphere® Events™.
Research Methodology· Staff Interviews· Data Analysis· Participant Surveys· Website Canvassing
Download White Paper at: http://www.blackbaud.com/rwr
Mark Davis | Page #8 © 2010 Blackbaud
Social Networking / Friends Asking Friends
• Update activities
• Speak up for causes
• Express opinions
• Influence others
• Active
• Community leaders
• Proud of your organization
• Emotional stories
• Reach friends & family
Social
Networking
Friends Asking Friends
Participants
Mark Davis | Page #9 © 2010 Blackbaud
Research Questions Are Facebook and Twitter effective solicitation tools for participants?
Does using a YouTube video impact a participant’s fundraising success?
How does email fundraising compare with Social-Media fundraising?
Who is using these tools?
What are the best techniques to make sure they are adopted?
Mark Davis | Page #10 © 2010 Blackbaud
SUMMARY OF RESEARCH FINDINGS
Mark Davis | Page #11 © 2010 Blackbaud
Email vs. Facebook Feed vs. Tweet
Mark Davis | Page #12 © 2010 Blackbaud
Social Media Impact on Returning Participants
Increase Fundraising Goals Matched by
Increase Fundraising Totals
Returning Participants Using Twitter Increased
Fundraising Goal 4X
Social Media Tools Incentivized Returning
Participants
$256.72$225.90
$70.55
$22.97
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
Fundraising Goal Total Online Donations
Twitter Users No Social Media
Annual Increase in Participant Fundraising Goals and Donations from 2008 to 2009
Mark Davis | Page #13 © 2010 Blackbaud
Facebook - Boundless Fundraising Results
Avg. Participant Raises 15 to 40% More with Boundless Fundraising Application
75% of Boundless Fundraising-Driven Donations are from New Donors
Mark Davis | Page #14 © 2010 Blackbaud
Profile of Participants Using Social Media
Top Fundraisers· Use all tools available· Email· HQ Updates· Video· Social Media· Blogging· Offline
Slackers· Will make a couple of clicks to
use easy social media· Will not send email, upload a
picture· Go from $0 to low dollar
fundraiser· The “Coolness Factor”
Mark Davis | Page #15 © 2010 Blackbaud
Profile of Participants Using Social Media
The more connected to the organization, the more likely to use all available tools including social media
· Team captains
· Top fundraisers
· Volunteers
· Higher participation levels (Runner vs Walker, the longer the distance)
Mark Davis | Page #16 © 2010 Blackbaud
Used by Most Successful Fundraisers
Social Media Users Are Your Top Supporters
Social Media Users Come Closer to
Reaching their Goals
Social Media Users Set the Highest
Goals
$-
$200
$400
$600
$800
$1,000
$1,200
$1,400
Fund
rais
ing
Goa
l / D
onati
ons
Average Goal Average Donations
Mark Davis | Page #17 © 2010 Blackbaud
Participants are Becoming Multi-channel Fundraisers
20.6
14.7
21.9
7.2
19.5
12.5
16.3
3.4 3.8
0
5
10
15
20
25
Ave
rage
Don
ation
s per
Par
ticip
ant
Social Media Users are your Strongest
Online Communicators
Greater Social Media Use Yields Great Overall Email Use
Social Media is not Replacing Email
Fundraising
Mark Davis | Page #18 © 2010 Blackbaud
Profile of Donors Giving Online
Email Prospects· Immediate family· Close friends· Co-workers
Social Networking Prospects· Immediate family· Extended family· Close friends· Friends of friends· College and high school
classmates· Co-workers· Past co-workers· Business networking contacts
Mark Davis | Page #19 © 2010 Blackbaud
Conversion Rates and Impressions
Lower Conversion Rates Offset by Higher Impressions
Facebook (Feedraiser
)
Twitter Email0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
0.26% 0.27%
25.00%
Conversion Rate
Facebook (Feedraiser)
Twitter Email -
10,000
20,000
30,000
40,000
50,000
60,000
70,000 65,000
35,000
14,000
Estimated Impressions
Note: Assumes 500 Participants Using Solicitation Tools
Mark Davis | Page #20 © 2010 Blackbaud
Average Gift Expectations
Expect Lower Gift Sizes
Less Connection
between Participant and Donor
Less Impactful Appeal
Younger, Newer Donors
$55.53 $49.58
$57.53 $59.50
$-
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
Boundless Fundraising
FeedRaiser Twitter Non-Social Media
Ave
rage
Onl
ine
Gift
Am
ount
42.15
41.55
42.49
44.44
40
41
41
42
42
43
43
44
44
45
45
Boundless Fundraising
FeedRaiser Twitter Non-Social Media
Ave
rage
Don
or A
ge
Mark Davis | Page #21 © 2010 Blackbaud
How Participants Find These Tools
Mark Davis | Page #22 © 2010 Blackbaud
Example: Alzheimer's Memory Walk
Provide Social Media Tool-kit· Tip Sheets, Facebook Join Links, Badges
Mark Davis | Page #23 © 2010 Blackbaud
YouTube and Personalized Videos
Arthritis Foundation’s 2009 Jingle Bell Run increased
revenue by 20%
Make appeal more interactive with higher conversions
Not enough data yet to draw conclusions
Mark Davis | Page #24 © 2010 Blackbaud
Marketing Best Practices – Make Your Participants Aware
Highlight in recruiting and phone calls
Promote use in HQ and participant engagement emails
Urge team captains to promote to their teams
Promote through own social media sites (e.g., event Tweet-ups)
Social Media participant contests (e.g., best YouTube video)
Mark Davis | Page #25 © 2010 Blackbaud
CASE STUDY:AMERICAN HEART ASSOCIATIONSTART! HEART WALK PROGRAM
Mark Davis | Page #26 © 2010 Blackbaud
Using Social Media to Expand Online Fundraising
Objectives:· Increase Volunteer Recruitment· Increase Volunteer Engagement· Define and Expand the Visual Image of Start! Impact
Phases/Timeline:· 2009 – Phase 1 – Explore Opportunities in Structured Way· 2010 – Phase 2 – Increase breadth of strategies and introduce metrics for ROI
Mark Davis | Page #27 © 2010 Blackbaud
Blackbaud Sphere® Events™ – Social Media Toolkit
Integrated Social Media Personal Solicitation Tools
Released in June 2009
Included with All Blackbaud
Sphere Events
T F Y Social Media Toolkit
Mark Davis | Page #28 © 2010 Blackbaud
Boundless Fundraising™ Application
Mission-based Widgets
Local Division Fan Page and Event
Social Media Tool-kit
Start! Heart Walk Social Media Strategies
Mark Davis | Page #29 © 2010 Blackbaud
Boundless Fundraising Strategy
Coach Participants to use Facebook and Twitter · Team Captains received Flash Drives with Key Messaging· Instructions on Start! Heart Walk Dallas Homepage· Customer Service offered M-F 8:00 am- 5:00 pm · Staff Conducted Weekly Conference Calls
Mark Davis | Page #30 © 2010 Blackbaud
Criteria Dallas Results National Projections
Social Media Users 1,500 250,000
New Revenue $220,000 $2.4M
Dallas Heart Walk Results
91% of Dallas Social Media donors were NEW
Additional Success Factors· Increased paths of cultivation· Breadth of engagement of our volunteers· Building entrepreneurial / innovative spirit of our staff
Mark Davis | Page #31 © 2010 Blackbaud
Double % of Online Income from Social
Media Channels
Increase Activity from My HQ to Facebook and
Increase Personalization of My HQ with YouTube Videos
Advocate Use of Boundless Fundraising
and FeedRaiser
Advocate Multi-channel Fundraising (esp. Twitter)
Start! Heart Walk 2010 Social Media Objectives
Mark Davis | Page #32 © 2010 Blackbaud
Key Take-Aways Social Media Tools Provide Greater Reach with Lower Conversions
New Channels Bringing in New Donors
Participants are Becoming More Demanding Fundraisers
Keep Eyes and Ears Open for Emerging Trends
Anybody Recognize this Social Networking Website?