mythology: the perfect social media tool and donor

Mythology: The Perfect Social Media Tooland Social Media Donor

Social Media Companies Are Not Utilities

1/14/2016 Benjamin Rodriguez, www.digitalconcern.com 2

They are Data Companies Disguised as Utilities


Built to Make Guy’s Like Him Rich1/14/2016 Benjamin Rodriguez, www.digitalconcern.com 4

By Charging You to Access Your Followers


Because Facebook Not Only Owns the Internet


• Facebook has more than 1.4 billion monthly users.

• 72% of adults who use the Internet visit the site at least once a month.

• 936 million, or 65% of Internet using adults, use Facebook daily.

• It’s the second most visited site globally, just behind Google.

• More than 1.2 billion people use the mobile app monthly.

• Two thirds of them use the mobile app daily.

• 581 million, or 30% of Facebook users, only login from a mobile device.

Facebook Controls the Internet


Facebook Refers 24% of All Traffic on the

Internet

By Closing the Internet


But Social Media Makes Money! #GivingTuesday 2014 raised 63% more than 2013


Look Closer… $3,000 per Organization… Globally1/14/2016 Benjamin Rodriguez, www.digitalconcern.com 10

1% of All Online Fundraising Can Be Attributed to Social Media1/14/2016 Benjamin Rodriguez, www.digitalconcern.com 11

Well our email campaigns work


Nope...

Emails have a 14% Open Rate (12% 2013)

But a 0.48% Click-through Rate (0.45% 2013)

Resulting in a 0.06% Response Rate (0.07% 2013)

-12% in Email Fundraising Response Rates (-11% 2013)

2015 M+R & NTEN Benchmarks Study


Our Website Works!


Sorry :-(

0.76% of all NP visitors made a donation (.69% 2013)

$0.76 = average value of a nonprofit website visit

13% of visitors who made it to the donation page

actually made a donation (%15 2013)

2015 M+R & NTEN Benchmarks Study


RECAP

Facebook Taking Over

Social Media Underperforms

Email Dying a Slow Death

Websites are becoming irrelevant

Online donations were 6.7% of all fundraising in 2014


There’s Always These Guys1/14/2016 Benjamin Rodriguez, www.digitalconcern.com 17

Don’t Focus On “Future” Donors When You Have Bills to Pay Today1/14/2016 Benjamin Rodriguez, www.digitalconcern.com 18

However, They Will Make Up 50% of the Workforce by 20201/14/2016 Benjamin Rodriguez, www.digitalconcern.com 19

TARGET

Boomers Gave $47.1B

$14.4B more than Matures or Silent ($32.7B)

$28.5B more than Gen X ($28.6B)

$37.4B more than Millennials ($9.7B)

Convio Next Gen White Paper 2014


Millennials and Gen X Cost More to Engage

Millennials Gen X Boomers Matures

Direct Donation 42% 51% 61% 71%

Visited Website 27% 28% <1% <1%

Donated Goods 23% 19% 25% 26%

Attended Event 19% 18% 13% 13%

Peer to Peer 15% <1% <1% <1%

Volunteered 15% 16% <1% <1%


Remember these guys…1/14/2016 Benjamin Rodriguez, www.digitalconcern.com 22

They take the most time to engage.1/14/2016 Benjamin Rodriguez, www.digitalconcern.com 23

87%+ of Millennials Gave a Financial Gift in2014• Engage with causes to help other people, not institutions.• Support issues rather than organizations.• Prefer smaller actions before committing to a cause.• Treat all their assets (time, money, network, etc.) as

having equal value.• Need to experience an organization’s work without

having to be on site.

And Time is Your Greatest Asset

1/14/2016 24

What Should We Do Next?

Create Original Content on Home Page

Change Home Page and Social Media Content Frequently

Buy Google Keywords to Increase Search Ranking

Setup a Facebook Page and Buy Ads to be Seen by Followers



These Guys Want Your Time Because that = Money


No Love for Nonprofits

Only 2% of U.S. nonprofits raised $10,000 to $25,000 through Facebook in a 12-month period, and 1% raised $25,000 to $100,000 according to Blackbaud.


“Why Amazon Is Smiling and Charities May Be Losing”

You feel “good” because you “gave”, Amazon feels great because you bought.


Let me introduce you to your new banks

What’s Coming Next!

We will have more

confidence in the

instant ATM in our

pockets.


Apple Pay

Google Wallet nowAndroid Pay

Giving will be Instant

Donors will reach for

their phone and make a

donation.


Apple Pay

Google WalletAndroid Pay

Giving will be “Mobile”

Donors will give more

frequently in smaller

amounts.


Google One Today

Impact On Your Organization

Must be mobile and multi-platform

Able to maintain hundreds of “smaller” conversations

Change your online content daily

Case for Support will be your Primary Content

1/14/2016 Benjamin Rodriguez, Digital Concern, www.concernlink.com 33