socialcrm for nonprofits wednesday, february 13, 2013 chris hanson, ceo - thedatabank, inc....
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SocialCRM for Nonprofits Wednesday, February 13, 2013
Chris Hanson, CEO - thedatabank, inc.
thedatabank, inc.Pioneer in web-based nonprofit softwareFirst online fundraising software - 1998Online advocacy software - 2000Integrated bulk html email marketing - 2003Integrated SocialCRM - 2012Over 1000 organization use the DatabankChris Hanson, Co-founder & CEO30 years of fundraising and direct marketing
experience
The Evolution of Consumer Engagement
Social Media and NonprofitsThe question isn’t should you using social media, it’s
how should you be using social media.
The Numbers are StaggeringFacebook – 900,000,000Twitter – 500,000,000LinkedIn – 150,000,000Google+ - 100,000,000
The Opportunity is Huge
Social Media and NonprofitsDoes It Really Work?
Social Media and NonprofitsDoes It Really Work? YES!
In April 2011, thedatabank launched its Social Media Plan. Since then:
Website traffic up 50%Unique visitors up 41%Page views up 51%Average time on site up 52%Bounce rate cut in half 78% - 38%Prospects in pipeline at all time high
Social Media and NonprofitsFacebook*
High adoption by nonprofits: 93%Rapid year-year growth of fans: 30%+Average acquisition cost: $3.50Average 12 month value of Facebook supporter:
$214.81Only 33% of organizations on Facebook ask for an
individual donation
*4th Annual Nonprofit Social Network Benchmark Report – 2012 www.nonprofitsocialnetworksurvey.com
Social Media and NonprofitsTwitter*
Growing adoption by nonprofits: 72%Rapid year-year growth of followers: 81%+Average acquisition cost for a follower: $2.05
LinkedIn*Lower but growing adoption rate: 44%Best for organization that work with other
organizations or doing recruitment work
*4th Annual Nonprofit Social Network Benchmark Report – 2012 www.nonprofitsocialnetworksurvey.com
Social Media and NonprofitsIn spite of the significant financial return that some
nonprofits are seeing on social mediaOnly 5% are measuring ROI on their social media
activities80% have ½ FTE or less staff dedicated to social
media,11% of those have no staff 80% spend less than $25K on social media, 46% of
those have $0 budget
WHY?
*4th Annual Nonprofit Social Network Benchmark Report – 2012 www.nonprofitsocialnetworksurvey.com
Social Media and Nonprofits
Lack of an integrated DEVELOPMENT plan that includes social media (marketing/communications?)
Lack of understanding/fear by Board, ED, old peopleSeen as a rapidly changing fadNo clear ROIDon’t have the tools or knowledge to implement and
manage a campaignLike we need another thing to do. Where’s the intern.What’s your excuse?
Should You Use Social Media?
The Evolving Prospecting ConundrumIncreased cost for direct mail acquisitionsIncreased competition in direct mailDecreasing universe of people responsive to direct mailEmail prospecting – not! Can you say SPAMIf direct mail is dying, telephones are dead, and email
prospecting will land you in jail what are you going to do?Time to talk to your friends, fans, and followers
If you rely on individual donors to sustain you have no choice
SocialCRM
Gives you the data and tools you need to develop, implement and manage your social media strategy.
Gives you what you need to see immediate return on your social media activities.
With the Databank SocialCRM module you will raise more money and build more support.
Step One: Understand you current supporters social media network and activity
Focus on specific social media channels
Focus on leveraging your existing social media influencers
Develop your social media plan
SocialCRM
Who should I being talking to?
Now we’re getting somewhere
Step Two: Build Your Social Media Plan
Be realistic in what you can do. Start where you’ll have the greatest leverage – Network Member Focus
Social Media is not free – it takes time and money
Make sure social media is integrated with other development, marketing and communication activities
Make sure you have a way to measure
SocialCRM
Use Social Profile to Focus on the Best Social Channel(s)
Use Social Scoring to Focus on Who to Talk To
Step Three: Implement and Manage Your PlanBuild your social relationships by network and member Monitor social activities of your social influencers,
partners, competitors and othersTrack and organize incoming and outgoing social
media activity, keywords, and topicsChannel every post, tweet, and comment to one
central locationAnalyze results of your social media activities
SocialCRM
Social Media Dashboard
• 1- stop social media management
• automated social publishing
• social brand management
• competitive intelligence
• social lead conversion
• social analytics
SocialCRM
How can the Databank’s SocialCRM module help you raise more money and build more support?Identify donors by social media activityTarget communications by network activity and social scoreBuild relationships with Social Influencers to rapidly get your message out to their networks
SocialCRM
Total # # Donors % Donated # Donations Total $ Average $ Average $ per DonorLinkedIn 7039 1449 21% 4404 $799,351 $181.51 $551.66
Facebook 3680 708 19% 2242 $238,653 $106.45 $337.08
Twitter 880 219 25% 671 $82,269 $122.61 $375.66
LI & Facebook 2439 497 20% 1578 $183,734 $116.43 $369.69
LI & Twitter 661 161 24% 547 $69,309 $126.71 $430.49
FB & Twitter 408 93 23% 348 $30,445 $87.49 $327.37
All 3 335 71 21% 280 $23,410 $83.61 $329.72
SocialCRM
Donors with LinkedIn profiles had significantly higher average gifts and 24 month value.Increase ask amounts to LinkedIn donors by 10%10% of LinkedIn donors increase their gift by 10%1449 LinkedIn donors x 10% x $18 (10% of average gift) = $2,608.20 in increased donations SocialCRM cost - $100 per month
SocialCRM
Final ThoughtsDon’t forget your other communications channelsThe social media world is fluid, evolving
It’s activeIt’s responsiveIt’s big but you can find what you’re looking forIt’s everywhereIt can be fun
The time to start for real is now!
SocialCRM for Nonprofits Wednesday, February 13, 2013
Chris Hanson, CEO - thedatabank, inc.