online giving and social networking 3 18 09

3/20/09 Marion Conway Consulting 1

Marion ConwayMarch 18, 2009

1

Online Giving Trends Online Giving Trends Online Giving Trends Online Giving Trends and and and and

Social Networking Social Networking Social Networking Social Networking


Giving Trend Concerns

� 41% Stopped donating to at least 1 nonprofit in past 5 yrs - overwhelmed by appeal letters

� 34% Concerned organizations spent too much on fund raising

� 29% giving more to fewer causes

� 29% donating more to local charities rather than nationalChronicle of Philanthropy – Conducted in January 2009 by Cygnus Applied Research, the survey polled 17,365 people who had given in the past to charity.


Trends in Online Giving

11% Growth in website traffic for small nonprofits

23% Growth in Online Giving

$61 Average Gift

Email open rates have fallen to 14% from 22% last year

Source: Convio 2008 Benchmarks Study – 400 Participating Nonprofits


2008 Convio Study Results

� Online Giving was over $10 Billion

� 51% Wealthy Prefer to Give Online

Source: Convio Wired Wealthy Research Report

Your Donors are Online


Wired Wealthy Report Results

� Nonprofit websites lack inspiration, connection, and opportunity for deeper engagement

� Nonprofit emails are not inspiring

� 80% have made donations online

� Benefits of making donations online:

� speed and efficiency – less cost for admin

� credit card miles

� donation-tracking abilities


Web 1.0 and 2.0

Web 1.0

Website, Email

Web 2.0

Social Media


Web 1.0 Basics

� Website – Update Frequently

� Link! Link! Link!

� Eliminate Outdated Info

� Donate Now – Check and Update

� Email Newsletter

� Update Guidestar


It’s Not Just a Donate Now Button……

• Size of donation button matters

• Significant increase with less fields• 30% improved – No request for title

• 22% better - Polite vs forceful header

• 22% better - Green vs red donate button

� Source: Donor Digital and Amnesty International 2008 Study


Celebration Giving

Party with Laptop

“In lieu of gifts, you’ll be able to make a donation to Mary’s

favorite charity at the party”


Web 2.0 Social Media Basics


Why Should We Care About Social Media

�35% adults have a social media profile

�73% online users have read a blog

�57% have joined a social network

�55% have uploaded photos

Source: Pew Internet & American Life Project's December 2008 tracking survey


Social Media Age Profile

Median Age of User:� Twitter 31

� MySpace 27

� Facebook 26

� LinkedIn 40

Source: Pew Research


How About Baby Boomers?

�65% consume social media (Read blogs)

�34% Respond to social media (Comment)

�20% Join social media site

Finding: Blogs may be the best way to reach this age group

Source: Forrester Research February 2009


Create Buzz and Build a Network…

Blog Post

“Retweets

New FollowersNew Connections

Comments

Social Networking News Sites

Friends


Strategic Sharing It’s all about giving your message the best shot of being heard

Created by Danielle Brigida for Techsoup.org Storytelling and Social Media


Planning First!

�What are your messages?

�Who is the audience?

�What are your social media goals?

�What is the strategy?

�How will I measure results – adapt?

�Response procedures?


Getting Started and Becoming Established

Listen

Blog

Establish “Outposts” PresenceTwitter, Facebook, LinkedIn, Flickr

Develop Audience

Mature & New Uses of Social Media


The Path to Success

Compliments of Beth Kanter Beth’s Blog: How Nonprofits Can Use Social Media http://beth.typepad.com/


Neighborhood

Block PartyHildy Gottlieb


Huge Party of People You Don’t Know

Hildy Gottlieb


Chamber of Commerce Mixer

Hildy Gottlieb


Listening

�Keyword Searches

�Google Alerts

�Google Analytics

�Read Blogs

�RSS Feeds

�Twitter

�Comment on blogs

�Facebook Groups


What Should We Blog About?

What you know

What readers want

Blog About ThisSource: Chris Garrett, What are blogs good for?


How Oxfam Uses Flickr

Oxfam’s campaign for coffee fair trade pricing

at Starbucks

Oxfam’s promotion of its items for sale as gifts


Using Social Media to

Promote The Race

�Participants use Social Media to chronicle the training and preparation

�Blogging

�Training video and pictures

�Facebook

�Close to the race….Intensify with Twitter


Celebration Giving with Social Media

“Help celebrate my 26th birthday with a donation to my favorite cause” (Link)


Badges

� A small image that you invite

people to grab

� Tiny piece of sharable content

� It should be cool looking

� Incorporate your logo

� Opportunity to give

� Explain how to join a cause

� Anything you want others to talk about for you


Mobile Giving

2008 Launch

� 10 second United WaySuper Bowl commercial

� $500K in $5 donations

� More than 100,000 new donors


Web 2.0 Donors

� Younger

� Only give via Web 2.0

� Do not want anything on paper

� Target smaller contributions

� Have small goal campaigns

� Thank you and compliment via social media (Write on the wall)


Keys for Success with Social Media

�Plan

�Listen

�Experiment

�Engage

�Let Go!


Marion Conway

� Email: [email protected]

� Blog:marionconwaynonprofitconsultant.blogspot.com

� Website: marionconwayconsulting.com

� Twitter: MarionConway

� LinkedIn: Marion Conway

All photos courtesy of Creative Commons License

online giving and social networking 3 18 09

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