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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)

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Social Media Fundraising: ROI & MetricsUse Social Media Data to Find Supporters, Engage Donors, & Fundraise Online

Presented by

Filiberto Gonzalez

Julie Ha Truong

about the presenter
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 presenter1
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 anyoneappreciates 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 presenter2
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
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 discussion1
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
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 started1
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 started2
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
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 fundraising1
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 fundraising2
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 fundraising3
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
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 fundraising1
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 fundraising2
Online Fundraising

Sources:

Blackbaud 2012 Charitable Giving Report http://s-im.us/2012GivingReport

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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?
slide20

Source:

http://www.youtube.com/user/GaryVaynerchuk

what is social fundraising4
What Is Social Fundraising?
  • Gary Vaynerchuk is right: there’s no such thing as social media.
what is social fundraising5
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 fundraising6
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 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.
slide26

Source:

http://bit.ly/16z4r8n

social fundraising starter kit
Social Fundraising Starter Kit

What You’ll Need to Get Started:

Define your target audience(s)

Social Tools to find your target audience(s)

Social Data analytics tools

Social Fundraising tools that best align with your social donor profile

social fundraising starter kit1
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
Percent of Internet Users Who Used Social Media in 2012

Gender:

Women 71%

Men 62%

Ethnicity:

Latino 72%

Black 68%

White 65%

Source:

http://s-im.co/12PewSMreport

percent of internet users who used social media in 20121
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 20122
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 20123
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

state of social media in 2012
State of Social Media in 2012

Source: http://s-im.co/12PewSMreport

social fundraising starter kit2
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 kit3
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.

slide37

AddThis plugin on this blog post produced 23 Likes on FB, 27 tweets, and 4 shares across other platforms.

slide38

Source:

http://www.cocosouthla.org/

social fundraising starter kit4
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.

slide44

Thematic map shows from which cities in each state visited your site the most often during a specific period of time.

slide45

Source:

http://s-im.co/10L4Qki

social fundraising starter kit5
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
POP QUIZ:

Who managed the largest social media fundraising campaign ever??

social fundraising models
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 models1
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

slide56

“I will be outspent” raised $2.6M, more than any other email.

  • Digital Team tested 17 variations before sending out this one.
slide57

“We were so bad at predicting what would work, it only reinforced the need to keep testing,”

Amelia Showalter, Obama Dir. of Digital Analytics

Sources:

http://s-im.co/ObamaSci

social fundraising models2
Social Fundraising Models

Obama 2012 Campaign: ROI

Source:

http://s-im.co/ObamaDigStrat

social fundraising models3
Social Fundraising Models

Obama 2012 Campaign: ROI

Source:

http://s-im.co/ObamaDigStrat

social fundraising models4
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
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.
slide64
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

slide65

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

before you go any further consider the following graphic first seen at ntc in march 2011
Before you go any further, consider the following graphic….

First seen at NTC in March 2011

slide70

Facebook Ad – Promoted Posts – 16hrs after it was created:

  • 9 post Likes
  • 531 views
  • $2.44 spent
slide71

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 strategy1
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 strategy2
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 strategy3
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.

slide76

Source:

https://twitter.com/iava

slide78

Source:

http://s-im.co/MAVHomeboy

one thing to remember about metrics valid and reliable data matter
One thing to remember about metrics:

Valid and Reliable Data Matter

social fundraising strategy4
Social Fundraising Strategy

Use social toolGoogle 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.

slide82

FUN FACTS:

Google Trends says “charitable donations” peaks in week prior to Tax Day…

Blackbaud's Index on Online Givingshows an increase in giving in April…

slide85
Should nonprofits exploit this misunderstanding by creating AdWords for donations this week??

Of course.

slide86

Source:

http://s-im.co/YdtZRP

use twitter to make the call to action for your social fundraising campaign
Use Twitter to make the Call to Action for your social fundraising campaign…
slide91

Use adverbs to increase Click Thru Rates (CTRs):

  • Really
  • Beautifully
  • Increasingly
  • Endlessly
  • Ridiculously
  • Hopelessly
  • Swiftly
  • Sadly

Source: http://s-im.co/OpCTRs

social fundraising strategy5
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 strategy6
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.

slide95

Source:

http://bit.ly/ZuvXQ8

slide96

Source:

http://bit.ly/ZuvXQ8

slide97

Credit:

Jim Pugh

slide101

Source:

http://bit.ly/Y3fl5m

slide102

Source:

http://bit.ly/Y3fl5m

slide103

Source:

http://bit.ly/Y3fl5m

slide104

Source:

http://bit.ly/Y3fl5m

slide105

Fun Fact:

Both Obama 2012 and Dan Zarrellafound 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
MailChimp: Industry Statistics After Analyzing 700 Million Emails, here’s what they found…

Source:

http://bit.ly/XXEZ9r

social fundraising strategy7
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 strategy8
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

social fundraising 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 roi1
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

slide114

2013 eNonprofit Benchmarks Study

Source: http://s-im.co/13eNPbench

social fundraising roi2
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 fundraising1
Social Fundraising

If 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.