40TH NA'AMAT USA CONVENTION Using Social Media: 11 Steps to Success. Rebecca Higman, Network for Good

Transcription

1 40TH NA'AMAT USA CONVENTION Using Social Media: 11 Steps to Success Rebecca Higman, Network for Good (These slides will be posted at

2 What I Want to Share with You The case for online fundraising & outreach (including some juicy stats) t What is Web 2.0/social media anyway? Absolutely essential guiding principles What to do, What to avoid

3 Where we stand with online giving

4 Most giving is INDIVIDUAL Total giving estimated at $ billion Decrease of 2% from 2007 (first decline since 1987) Source: Giving USA 2009

5 Most giving is down 2009 giving down 9-11% Foundation giving down 9-13% (Foundation Center, GuideStar)

6 What s the good news? Online giving up in 2009: 60% at NFG; about 20% for our average nonprofit

7 Give online outreach a chance It s growing Youngish: 39 year old donors Generous: Who give $130 Good for small orgs: Levels digital playing field for small nonprofits Recurring giving: 20% gifts Prevalent: 65% of donors research online

8 What is Web 2.0 Anyway? And how do you feel about it?

9 Brian Solis of PR 2.0

10 You can excel at this. Because you are already doing the most important part: the human part. This is about bonds, not wires. FacesofMillions.com

11 My Definition of Web 2.0 It s about people wanting to be seen and heard. And to connect with others.

12 The Official Definition (thanks, Wikipedia) Web 2.0 is a living term describing changing trends It does not refer to an update to any technical specifications, but to changes in the ways (people) use the Web.

13 Brian Solis of PR 2.0

14 Someone for everyone

15 No, Seriously: Everyone

16 Very Human Needs at Work Here 1. To be HEARD 2. To be CONNECTED to others 3. To be part of SOMETHING GREATER THAN THEMSELVES 4. The security of TRUST

17 We have to change our paradigm (we re not in charge anymore!) Web 1.0: Launch and walk away W b 2 0 Web 2.0: Engagement!

18 A little scary, a lot wonderful Not about them coming to us No control No mothership (Clay Shirky) New messengers

19 We need to engage. Because it is close to pervasive Because it is powerful relationship and conversation based Because it puts word of mouth on steroids Because the price is right (though the time investment is considerable) Because there are many amazing, passionate, mobilized people! You have an army of Davids.

20 Most nonprofits are now at least dabbling in social networking Of charities surveyed. 74% have a presence on Facebook, average community size is 5,391 80% are committing at least ¼ of an employee 30% have built one or more house social networks Source: Common Knowledge and ThePort Network Study

21 What You Can Do

22 1. Recognize There s No Magic Button Answer 4 Questions When Asking for Action Why me? What for? Why now? Who says? Broken Button Fotofigg, Flickr

23 2. Listen + Build Trust Over Time (and be authentic!)

24 From a presentation by Charlene Li, author, Groundswell

25 3. Define Your Desired Outcome Who are you trying to reach? What do you want them to do? Do some basic marketing planning and set some goals

26 4. Decide if Social Networking Will Get You There Don t put the cart before the horse

27 5. Borrow Your Tools Social networks Widgets Blogs Change.org SixDegrees

28 6. Find Your Wired Fans Wired fundraiser noun (wīr d fŭnd'rā'zər) Someone who is relatively tech-savvy, spends a decent amt. of time online, and has a built-in network. Word of mouth maven Emotional connection, passionate Active connecters, sphere of influence Could be new to fundraising or dabblers Tech savvy Young 20-40yrs

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30 7. Think Like the Marine Corps The few the proud Not every wired person is a champion 5% of your donors might be über-activists

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32 8. Crawl before you run Listen first Set small, simple goals so you know if you are succeeding (or not) Have a qualified staff member who can commit the time and give them a policy

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34 9. Have a Policy Engage in a discussion -- policy creation process itself makes you think and increase understanding di among staff Be clear upfront Address who responds to conversation and how Protect your brand by training your staff/volunteers Identify which platforms you get active on, and how? Specify the types of social media that is ok to do at work Consult sample policies Based on guidelines from Beth Kanter and Nancy Schwartz

35 10. Measure and Monitor Nigel: "What we do is if we need that extra push over the cliff, you know what we do?" Marty: "Put it up to eleven." Nigel: "Eleven. Exactly. One louder." Marty: "Why don't you just make ten louder and make ten be the top number and make that a little louder?" Nigel: [pause] These go to eleven."

36 How are you doing vs. goals? Engagement & Reach Page Impressions, Visits, Unique Visitors Time Spent, Pages per visitor s opened, click-throughs Videos viewed, audio plays Word of Mouth Number of Mentions, Posts, Comments Recommendations Mentions-per-user Send This To A Friend Inbound links Earned Media Offline media mentions Online media mentions Search Visibility ibili Higher search results Greater search results share 3 rd party results Research Customer/stakeholder feedback Product sampling Source: Qui Diaz, Livingston Communications:

37 11. Plug in your supporters Add an area to your website Starter text Images Video links Testimonials Keep people aware of upcoming events Thank people p and give regular updates

38 We are NOT the best messengers 76% of givers are motivated by friends and family, says Cone 65% of internet users trust friends and user forums more than any other media* It s okay to relinquish control of the message These people are experts at speaking about your cause to their friends and family Source: TNS Media Intelligence Survey, emarketer

39 What NOT to Do: 6Pitfalls Trying to control it Going wild west get ground rules! Taking a self-important, t promotional broadcast approach Seeing dollar signs only Failing to set goals do what with whom? Quitting when we mess up they are lessons, not mistakes

40 Questions + Resources Not online yet? Partner with Network for Good this month to lock in low rates for online fundraising and marketing! x1 to speak with your local rep (or fundraising123@networkforgood.org) i d Other Resources: Learning Center Free Training Rebecca Higman rebecca.higman@networkforgood.org

41 Appendix 10 Ways to Amp Up Your Website 11 Ways to Amp Up Your Donate Page 9W Ways to Amp Up Your iloutreach

42 The 10 Ways to Amp Up Your Website 1. An emotionally engaging image or statement 2. A 2-second statement that instantly conveys who you are and what you do 3. Clear, intuitive navigation 4. A quick case on why you re an organization that visitors should want to support 5. A quick way to capture people e whose interest est has been captured (like an signup)

43 The 10 Ways to Amp Up Your Website 6. A big donate button for people ready to give 7. Third-party endorsement from a rating organization or trusted source 8. Information on where donations go 9. Engagement opportunities 10. Portable elements and social media links

44 11 Ways to Amp Up Your Donate Page 1. One clear call to action on your donate form (Donate! Or, become a member!) 2. Compelling yet brief copy on the donation form that emphasizes your mission is critical 3. Copy is in a font size that is easy for people p over 50 to read 4. Recurring gifts well positioned 5. Short donation forms the more fields to fill out, the higher the abandon rate.

45 11 Ways to Amp Up Your Donate Page 6. Automatic tax receipts once the gift is made 7. Opt-in for hearing from you again/ sign-up 8. The ability to place web analytics on your form so you know what people do when they re there 9. The ability to set and test different donation amounts 10. Options to accept recurring gifts 11. Tell a Friend

46 9 Ways to Amp Up Your 1. Does your subject line entice readers to open? 2. Are you making the most of the preview pane? 3. Is your easy on the eyes? 4. Does the message come through, even if the images don t? 5. Does this have a personal touch?

47 9 Ways to Amp Up Your 6. Are you being CAN-SPAM compliant? 7. Do you have permission to everyone on your contact list? 8. Are you incorporating what you learned from your last campaign? 9. Have you tested any part of your message?