Download - Bridging Planned Giving and Social Media
Bridging Planned Giving & Social Media
Paola Coronado Hass, BC Cancer Foundation @PaolaCoronadoH @BCCancer
Leah Eustace, ACFRE, Good Works @LeahEustace @_GoodWorks_
#CAGP2014
Is there a role for planned giving?
A resounding yes!
• 65% of adults age 50-64 use social networking sites• 46% of adults age 65+ use social
networking sites
Shouldn’t we be where our prospects and donors are?
What are the options?
Where are our donors?
Percentage UsingAge 50-64
Percentage UsingAge 65+
Facebook 60 45
LinkedIn 24 13
Pinterest 14 9
Twitter 9 5
Instagram 6 1
Source: Pew Research Center
What purpose do these platforms fill?
Case Studies
Integration within social networks
Integration with marketing & communications
• Know what your marketing & communications team is up to• Educate them• Partner with them• Newsletters• Magazines• Legacy supplements• Industry/sector news
Building your community
•Engage your internal social media team•Engage influencers outside your organization•Follow key people/donors• Take part in twitter chats to build network• Identify other groups and organizations that
can help drive traffic to your organization• Share with your own networks and
encourage others in your organization to share as well
Using paid advertising• Google AdWords• Banner advertising• Google grants
Measurement and analysis (BCCF)
BCCF Legacy Posts
BCCF Legacy Posts
BCCF Analysis
BCCF Analysis
What’s next?
Identify the right platforms for you
Start with a simple plan
• Identify the audience or community you want to engage
• Outline your objectives for the plan (e.g. improve fundraising; broaden the reach of your message)
• Decide what tasks need to be done to reach your objectives -- For each task, identify who will do the work, what success looks like, and how you will measure it
• Evaluate, tweak, and improve -- Build in feedback mechanisms throughout the process
Measure and adjust
• Track consistently and analyze results• What to measure? #likes,
comments, shares, people engaged, visits to link, video views• Make changes as you go
Reporting Tools: Facebook
Reporting Tools: LinkedIn
What to post
• Content marketing• Figure out your organizational voice: corporate/personal?• Be consistent, repetition of messaging is key• Build an editorial calendar: identify times of year that are
appropriate for planned giving social media (LAL month, Grandparents’ Day, your organization’s anniversary, highlight donor or estate, impact of gift)• Plan in advance the stories you want to share, have good
multimedia materials available
Building your personal brand
Analysis
• Comments on specific posts and images (Facebook, LinkedIn)• How many impressions and
clicks (LinkedIn, Facebook)• Mapping the constituency and
dimension of engagers (who, where, age group, frequency)• Response to paid advertising• Top keywords used to discover
the campaign (search)
Further resources
http://www.pinterest.com/goodworksco/planned-giving-and-social-media/
Questions?Paola Coronado Hass, BC Cancer Foundation
@PaolaCoronadoH @BCCancerLeah Eustace, ACFRE, Good Works
@LeahEustace @_GoodWorks_#CAGP2014