What do they really ?

WHO ARE WE?

Mike Johnston

Founder, hjc,Integrated Fundraising Consultants

Integrated Fundraising Specialists

Danielle Johnson Vermenton

Senior Interactive Consultant -- Blackbaud

Strategic, Data-Driven Multi-Channel Marketing

• Released Sept. 2013• Exploring multi-channel

preferences and charitable habits of 4 generations of Canadians

• Featured in: Hilborn Charity eNews, The

Agitator, NTEN blog, Charity Village…

Download the full report: http://www.hjcnewmedia.com/nextgencanadiangiving2013/

NEXT GEN: A LANDMARK SURVEY

HOUSE CLEANING TIPS..

A CHANCE FOR FUNDRAISERS

...to listen to donors.

SOCIAL MEDIA CAN BE OVERWHELMING

WHY IS SOCIAL MEDIA IMPORTANT?

Traditional: physical communities

workplace

neighborhood

church

Now: electronic communities of interest

professionalnetworks

‘virtual’friends

Interest-sharing networks

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Use it but Not Regularly Use it Regularly

DONORS ARE USING SOCIAL MEDIA…

Change.org 99%

Twitter 41%

Instagram 22%

Facebook 17%

LinkedIn 48%

YouTube 59%

Flickr 91%

Pinterest 37%

GEN Y NETWORK PREFERENCES

Change.org 95%

Twitter 23%

Instagram 25%

Facebook 47%

LinkedIn 77%

YouTube 15%

Flickr 7%

Pinterest 60%

GEN X NETWORK PREFERENCES

Change.org 40%

Twitter 22%

Instagram 16%

Facebook 12%

LinkedIn 80%

YouTube 65%

Flickr 4%

Pinterest 1%

BOOMER NETWORK PREFERENCES

Change.org 8%

Twitter 61%

Instagram 1%

Facebook 2%

LinkedIn 25%

YouTube 7%

Flickr 64%

Pinterest 12%

CIVICS NETWORK PREFERENCES

• What is the role of social media for non-profits?• What are the preferred social networks of each

generation? • What role does social media play in Canadian

giving?• How can I use social media strategically?

THE UNKNOWNS

TAKE-AWAY’S FROM TODAY

• Which of my donors are using social media?• How do they use social media?• Do they value our social media efforts?• How can I engage my donors more effectively

using social media?• What should I concentrate my social media

efforts on?

WHAT TYPE OF DONOR IS USING SOCIAL MEDIA?

GEN Y• Most Active on social networks• Early adopters

• Willingness to try new networks but have preferences

• Most willing to connect, promote, and donate to your charity via social media

• Most active group on YouTube, Facebook, Pinterest, Instagram, Change.org, Care2

GEN X• Also heavy internet users• Not as quick to adopt new

social networks• Comfortable supporting

charities through social media

• Most active group on LinkedIn, Flickr

• Highly active on YouTube, Facebook, Twitter

BOOMERS

• Frequent internet users• Selective on networks they

join and participate• Active on YouTube, Facebook

and LinkedIn• Significantly smaller portion of

users on Twitter, Foursquare, Flickr, Pinterest, Flickr, Instagram

CIVICS• Civics spending as much time

online as any other age group• Active on some social networks

but are more passive when it comes to usage

• Engagement increased on Facebook, YouTube, and LinkedIn since 2010

• A quarter of Civics are on LinkedIn• Least active on Care2,

Change.org, Instagram, Pinterest, Twitter

SOCIAL ENGAGEMENT

DO THEY JOIN CAUSES ON SOCIAL NETWORKS?

Joined a Non Profit and/or Charitable Causes Social Network Group

28.0%

24.0%

12.0%

5.0%

GenY GenX Boomers Civics

THINK ABOUT THE BRANDING MIX

• Yes! Mainstream media remains important for recruiting new supporters

• What if your non profit doesn’t have the budget?

• There is hope! Online/social media is a great way to cost-effectively build brand and engage

ROE

ROE IS THE NEW ROI

• Return on Engagement is a better way to track your social media efforts

• Are your donors engaging with you through social networks?

• But as Fundraisers:• Ensure donation pages and social media

links are trackable!

Follow on social media

Share about charity on FB

Follow a charity’s Twitter feed

Fundraise using social media

Pin something about charity on Pinterest

Participate/watch a Google Hangout

58%

52%

37%

34%

24%

14%

38%

30%

21%

22%

9%

5%

16%

11%

5%

4%

2%

1%

8%

8%

3%

2%

1%

1%

Gen Y Gen X Boomers Matures

WHAT ARE THEY DOING ONLINE?

• Donors value your social media presence – especially younger donors

• Social media is important as a place where donors learn about you and interact with your cause

• Connect with these donors to convert them into evangelizers for your cause

WHAT DOES THAT MEAN FOR YOU?

EVANGELIZERS

WHO ARE YOUR EVANGELIZERS?

• Social media is a modern day soapbox for causes and non-profits.

• More than half of Canadian donors are comfortable telling others about the causes they support.

Gen Y Gen X Boomers Civics0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

Promote Charity Through FacebookRaise Money for Charity Through Social Media

THEY PROMOTE AND RAISE MONEY FOR YOU

SOCIAL GIVING?

DONATED THROUGH SOCIAL MEDIA IN THE PAST 12 MONTHS

Checkout DonationOnline Donation

Honor/TributePurchase for Proceeds

Pledge at EventMailed Check/Credit Card

Door to Door*Monthly Debit

Street Canvassing*Third Party Vendor

Email*Phone

Radio/TV*Online Ad*

Will/Planned GiftMobile/Text

Social Networking SiteStocks, Bonds, Property

56%41%41%

36%35%

32%32%

26%22%

15%13%

12%6%5%5%4%4%

2%

GenY

GenX

Boomers

Civics

6.0%

4.0%

3.0%

2.0%

4% more American Civics promoted charities through social media

AMERICAN DONORS

American Gen X and Boomers find social media appeals 11% and 6% more acceptable than their Canadian counterparts

Canadian Gen Xers are 8% more interested in viewing video posted by charities and supporters

FUTURE OPPORTUNITIES

• Seeing your impact through imagery resonates well with all generations• Gen Y would view charity’s photo stream

and contribute video directly to charity• Gen X would follow a charity’s photo stream• Boomers and Civics would watch charity

video

View Video Posted or Sent by Charity of its Supporters

Contribute Video Directly to Charity or YouTube Group

View Charity's Photo Stream

Participate or Watch a Google Hangout

Follow Charitable group on Social Network

Pin Charitable Pinterest posts

Raise Money through Social Media

Share Photos, Links

Twitter

27.0%

15.0%

25.0%

14.0%

15.0%

16.0%

22.0%

18.0%

14.0%GEN Y GEN X BOOMERS MATURES

Follow on Twitter 25% 19% 10% 5%

Share photos or links 20% 24% 17% 9%

Raise money through social media 35% 26% 20% 9%

Pin charitable Pinterest pins 27% 19% 13% 7%

Follow charitable group on social network

17% 19% 15% 6%

Participated in a Google hangout 27% 18% 10% 4%

View Charity’s Photo Stream 35% 31% 21% 13%

Contribute video directly to charity 33% 16% 11% 5%

View video posted or sent by charity or its supporters

24% 30% 29% 21%

• All generations are using social media• Gen Y remains most active in social media• Facebook & YouTube remain most popular by

far• Most donors are willing to share/promote causes

with their networks• Donors really like images and videos of your

cause• Donations through social networks remains a

small percentage of total revenue

NEXTGEN: KEY FINDINGS

WHAT SHOULD YOU BE DOING ON SOCIAL MEDIA?

YOU’VE GOT TO BUILD

Awareness

Volunteers

Impact to revenue

Crowd source ideas & resources

Don’t think wall…think mall-Utilize the timeline & profile pictures -Encourage engagement, let fans post and always respond-Add a Donate & eNews sign up tab-Post updates, breaking news, questions, images, video-Fill out the About You section

Most popular site-Participate in the Nonprofit program-Add a Donate banner to your videos-Be casual-Enable comments-Optimize for search-Brand your channel

Short & too the point-Brand your page-Tweet as a person, don’t be institutional-Check out the competition & trail blazers-Engage your donors & volunteers

Video & image community-Can integrate with Facebook, twitter & blogs-Can embed on your website -Great for posting event pics, volunteer projects, TY images

THE CONVERSATION

Be human, honest, helpful

Have a distinct voice & personality

Be open to feedback (yes, even the negative)

Sincerity is of the utmost importance

Make it about the people participating, not you

Talk with, not at, people

#1 rule of all social media sites

KNOW your audience

Put a like button and integrate your social media in your email signature

Ask staff to do it too, require it as part of the organization signature template

Update email stationery with social media icons & links to your pages

Ask supporters to fan, like, friend, follow you

Add a share button when people make a donation

Check out http://wisestamp.com for resources

TIPS FOR GETTING MORE FRIENDS, FANS, FOLLOWERS…WHATEVER!

The ripple effect on FB -- for every 1000 friends/fans that equates to around 70 views for impressions (that is on the high end of looking at 100 NPOs).

ENGAGEMENT THROUGH PINTEREST

VIDEOS – NO MATTER THE BUDGET

STEWARD YOUR DONORSMAKE SOCIAL MEDIA PART OF YOUR GRATITUDE STRATEGY

Amplify with social media

Create moments

Have a conversation

It’s free!

• Post a shout out

• Share photos and tag the donor

• Tweet campaign updates, program updates, client quotes

• Ask clients/recipients to post their stories

• Ask donors to post on twitter or Facebook and tag your organization

• Use your FB cover to celebrate

• Celebrate your donors on your blog

• Create videos

More resources to get you started5 Creative Ways to Say TY to your Facebook fanshttp://social.razoo.com/2012/09/five-creative-ways-to-thank-your-facebook-fans/

Get creative with Timeline Cover photoshttp://www.hongkiat.com/blog/creative-facebook-timeline-covers/

Make photos come to life with video & music (for free!) http://animoto.com/

42 Creative Pinterest Ideas for Nonprofitshttp://www.frogloop.com/care2blog/2012/1/13/steal-these-42-creative-pinterest-ideas-for-nonprofits.html

Follow John Haydon / Inbound Zombie on Facebook - the guru of nonprofit social mediahttps://www.facebook.com/InboundZombie

TO DO’S• Have a presence• Be social• Integrate – think cross-channel to build

committed supporters• Remember that social media is most

powerful when it can combine with the ‘human movement’

• Find a way to calculate ROE & ROI for different results (i.e. Fundraising vs. List building vs. Awareness building)

CONSIDERATIONS

• Does this make sense for my organization?

• Can I leverage existing content?

• Can I find imagery showing impact?

• Can my organization make video accessible to our donors?

• Can I access the individual fundraisers and donors for further cultivation?

6 THINGS TO KNOW FOR SOCIAL EXCELLENCE

1. DEFINE SUCCESS

Q: How do you know what’s successful if you don’t know what success looks like?

A: You don’t

Solution: Take objectives and create goals

BE SMART

• Specific

• Measurable

• Attainable

• Realistic

• Timely

“Raise $1000 on Facebook with integrated campaign by

December 2014”

“Reach 750 followers on Twitter by June 2014”

2. CREATE & PRIORITIZE CONTENT

YOU

News

Social Media

Programs

Research

Colleagues

Friends

3. GET INTERNAL BUY-IN

•Get in front of your management teams•Show, don’t tell•Help them start their own accounts

4. INTEGRATE

5. KNOW METRICS BEFORE CAMPAIGN

Facebook Twitter Pinterest General

Facebook “likes” (previously fans)

Number organization mentions

Impactful Images and videos Media Coverage from social media

Funds raised on Facebook Causes/ social presence

Twitter retweets Links back to site Social Shares from respective outlets

# of tags on Facebook Number of Twitter followers over time

Educational/Advocacy pins Number of new supporters in housefile from social

Number of Facebook event RSVPs

Mentions of brand/ organization

Referring traffic to main site from Pinterest

Referring traffic to campaign landing page(s)

Number of Facebook “likes” of organization post(s)

Influencer pick-up of tweets Links back to event/campaign page

Number of click-throughs to campaign from each source

Shares of event on Facebook Twitter lists organization “listed”

Pin your donation pages Number of user-generated submissions

Number of sign-ups on or sourced through Facebook

Twitter-sourced donations Leverage symbolic giving through Pinterest boards

Number of video calls to action taken (URL visits, regs)

Number of influencers who share message with network

Number of key influencers who share message on behalf

Pinterest Boards by campaign

WH

ATH

OW

MAN

YWHEN

6. “CALENDARIZING” CONTENT

• Central “social” calendar to plan content like:• Events• Email messages• Campaigns• Newsworthy updates• Calls to action• Volunteer opportunities• Feedback opportunities to supporters

Sync with overall communications plan!

Monday Tuesday Wednesday Thursday Friday

Facebook Link to video highlights from annual event

Ask followers to share event memories

Share mission-related news

Provide update on future event

Share resource to supporters (article, report, etc)

Last push for supporters to get excited for tonight’s event

YouTube Vide highlights from annual event

Video of impact last year’s event made possible

Beneficiary video on last year’s event

Photo Stream

Annual event photos

Ask followers to share their photos from last year’s event

Sneak peak of this year’s event

Ask supporters to share photos getting ready for tomorrow’s event

Volunteers getting ready for event

KEY LEARNINGS• Don’t overlook social media as complement to

your other branding activities – it DOES work• Social media represents a small portion of

Canadian giving• Use social media to steward, engage and

connect personally with your prospective and existing supporters

• Use imagery and videos to show impact

A fun, helpful reminder of highlights of the Next Generation of Canadian Giving study

http://www.hjcnewmedia.com/nextgencanadiangiving2013/infographic/

• Promoting active discussion of integrated marketing in the nonprofit sector

• Sign up to find inspiration through:• Case studies • Fresh ideas• Practical tips

www.imabgroup.net

Twitter: @TheIMAB

THE INTEGRATED MARKETING ADVISORY BOARD