effective social media campaigns: the who, what, where and why
DESCRIPTION
You know social media is a must for your organization. You have accounts on all the major outlets. You even post regular updates about your organization’s happenings. But how do you use these sites as a tool in your fundraising success? Examples of social media wins will be shared in this session from sites including Facebook, Twitter, Instagram and other hot applications. Additionally, attendees will have an opportunity to submit their campaign cases for discussion during the session about techniques and strategies to engage donors and influence their networks. Presenters Lisa M. Chmiola, CFRE (@houdatlisa) and Henna J. Tayyeb (@henna_tayyeb) will share both their personal and professional experiences with social media success from the local and international AFPeep perspective.TRANSCRIPT
2.8.13
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AFP Houston’s Annual Fundraising Conference
2.7.14Presented by the Association of Fundraising Professionals, Greater Houston Chapter
Effective Social Media Campaigns: the Who, What, Where and Why
Lisa M. Chmiola, CFRE @houdatlisaHenna J. Tayyeb, M.Ed. @henna_tayyeb
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What’s your platform?
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What’s your platform?
• Facebook• Twitter• LinkedIn• Pinterest
• Instagram• You Tube
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Stages of social media success
AwarenessEngagementIntegration
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Stage 1: Awareness
It’s see and be seen:• 46% median increase of Facebook fans• 264% increase in Twitter followers. • FB remained largest social media presence for most
groups surveyedeNonprofit Benchmarks study, 2012 social media growth
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Stage 2: Engagement
It’s all about making and involving fans and friends:• Top action Millennials take online: connecting to an
organization’s social media channels to stay engaged with updates.
• 84% of respondents call on friends when fundraising.• 40% promote a cause on social networks.
– Millennial impact study stats
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Stage 3: IntegrationIt’s not just about the dollars…• 48% of individuals identified as prospect researchers use
social media at least daily for their work• 85% use social media for finding details related to
employment, education, relatives and marital status• 62% are using it to identify interests, causes or missions for
which prospect may have affinity
– WealthEngine white paper “Fundraising’s Social Revolution: How Social Media is Changing Nonprofit Culture and Practice”
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Stage 3: Integration
… but it really is! Adding social media adds dollars:• 20% increase in # donations• 21% more funds raised
– 2013 eNonprofit Benchmarks study (2012 results)
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Cycle of Social Media
Awareness = DiscoveryEngagement = CultivationIntegration = Solicitation
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Case Study: Rice University Centennial Campaign
• Social media @Rice• Why the # matters• Build it and they will come!• How do you know it worked?– 1300 tweets using #Rice100– 3100 tweets about Centennial in general– Houston trending topic for weekend
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Case Study: Rice University Centennial Campaign
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Case Study: UNHCR – Canada 2013 WorldRefugee Daycampaign;
Used direct mail, email, social media
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Case Study: UNHCR – Canada
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Case Study: UNHCR – Canada Results:1. Online revenue increased by 422%2. Facebook traffic increased 59%, and more
than 304% from m.facebook.com over same period in 2012
3. Website traffic on World Refugee Day up 50%
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Case Study: UNHCR – Canada Lessons learned:1. Plan all posts on a calendar for the campaign;
pay special attention to high media interest days.
2. Test everything; don’t be afraid to make changes after each piece or post to refine.
3. Develop a message that engages broad audiences.
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Case Study: Detroit
Children’s Center
Integrated social media into annual
appeal
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Case Study: Detroit Children’s Center
• Ramped up social media engagement before integration into appeal
• Established task force of staff, volunteers and donors to share messaging
• Measured as posted – but not immediately
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Case Study: Detroit Children’s Center
Results:• Online donations = 21% of revenue• Mobile traffic increased 78%• Significant increase in social media activity
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Live Case Study
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What’s on the horizon?
Crowdfunding:• Like venture capital for philanthropy• Middlebury College in Vermont-has raised
more than $600k since 2008 through two crowdfunding sites where donors select projects to support
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Questions?
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See you in San Antonio!
ICONMarch 23-25