LISTEN, COMMUNICATE, ENGAGE

Kate Bladow & Kevin Griffin MorenoMay 7, 2012

Fundraising and Social Media

Case Study: Baltimore Brew

Case Study: Baltimore Brew

Nonprofits & Social Media: The Stats

Between 2010 & 2011:

� 19% increase in overall online giving� Number of gifts rose by 20%.� Online monthly giving rose from 5% to 8%� 35% online revenue = direct email appeals� 65% online revenue = web giving

Source: M+R Research Labs & NTEN, 2012 eNonprofit Benchmarks Study

Communicate

Engage

Evaluate

Adjust

Listen

Social Media Success

Listen – Know Your Audience

� Prospects

� Current Donors

� Board Members

� Volunteers

� Staff

� Practitioners

Listen – Know Your Media

Listen – Know Your Field

Chronicle of PhilanthropyNonprofit QuarterlyThe Nonprofit Times

NTENIdealwareTechSoup

Network for GoodCare2’s Frogloop

Mashable

Beth KanterAllison Fine

Kivi Leroux MillerZoetica Media

Listen

Listen

Listen

Questions?

CommunicateWhat’s Your Social Media Strategy?

� Why are you getting involved in social media?

� Who do you want to engage?

� What do you want them to do?

� Which platforms are most appropriate?

� Who is responsible for updates?

� How integrated are fundraising & communications?

Communicate

Different Platforms, Different Styles

I like Obrycki’s crabcakes

I’m eating #crabcakes right now @obryckis

My skills include crabcake eating

Here’s a picture of Obrycki’s crabcakes

Watch this video of me eating crabcakes

Read my review of dinner at Obrycki’s

Communicate

Content, Timing, and Tone

� Create good content

� Use a dashboard

� Update regularly

� Time posts appropriately

� Causes, not orgs.

� Strike the right tone

Communicate

Questions?

Engage

� Start conversations

� Forge emotional connections

� Build relationships

� Inspire your audiences

� Motivate them to action

� Move them up the ladder

Engage

Give Them Something

� Be responsive

� Ask for things

� Promote events

� Offer exclusives

� Host tweet-upsPhoto by Peter Henman

Engage

Questions?

Evaluate – Is It Worth It?

� Record the baseline� Start simple� Look to your goal for

what to track

� Look at trends� Give it time� Don’t forget to

translate numbers into $ or services

E-newsletter Subscribers

OpenRate (%)

FacebookFriends

Website Visits

Twitter Posts

TwitterFollowers

BlogPosts

BlogTraffic

Baseline 2000 23 10 4200 10 3 0 0

January 2225 29 30 5400 5 10 1 325

February 2275 27 60 5000 20 25 3 850

March 2375 22 87 5600 50 60 7 650

Evaluate – What Do You Count?� Engagement

� Likes, retweets

� Subscribers, followers

� Comments, click throughs, opens

� Don’t forget qualitative data� Tools

� Listening

� Google Analytics

� You Tube Insight

� Face Book Insights

Evaluate

Questions?

Adjust (and Grow)� What could you do

differently?

� What do you like that other people do?

� Would you want to read the information you posting?

� How can you have fun?

� Be honest

� Be authentic

� Keep learning

� Know your allies and use them

� Integrate into your existing campaigns

� Create a social media team

Adjust

Questions?