the power of engagement – integrating social media into your donor communication strategy

The Power of EngagementIntegrating Social Media Into Your Donor Communication

Strategy

New York City – March 17, 2014

EngagementMarketing

Why Should I Care About

Social Media?

INTRODUCTION

There were many geographical barriers to building community prior to the digital age.

Social hasn’t just moved the hurdle...it has eliminated these barriers

One in four donors wish to connect with

nonprofits via Facebook

Source: “Stelter 2012 Donor Insights Report”

Social networks are quickly becoming the de facto communication channel.

2010 2012

Source: Pew Internet

Money raised through social networks has doubled over the last two years.

ACTIVATEENGAGEACQUIRE

TIP #1

ACQUIRE Get Social with ALL Channels

@jessicamimick

Just spoke with @justinscott...he is officially #cancerfree and coming home tomorrow – #miracleworkers!

Mine social networks for content

Find comments that supports mission Integrate with your website, email Include in direct mail campaigns

ACQUIRE›❯›❯

TIP #2

ENGAGE Gamification is

Powerful (and Easy)

Let your mission work for you

Create social games that amplify your mission, underline your value and/or emphasize the need for support.

Draw your supporters and prospect to these games via web, email and social channels.

Monitor all available analytics to mine for prospects.

ENGAGE›❯›❯

TIP #3

ACTIVATE Encourage

Participation…

Draft Your Army

An army of advocates are within your reach

ACTIVATE›❯›❯

Like, Comment or Post – it all counts. Does your content generate action? Point social content to unique calls to action to measure effectiveness

Daughters of the

American Revolution

CASE STUDY

ABOUT

Founded: 1890 !Mission: Historic Preservation, Education, Patriotism !Membership: 177,000 (more than 920,000 have joined since it was founded) !Chapters: 3,000 chapters in all 50 states and DC (and in more than 15 countries WW) !President General: Lynn Forney Young

Insert DAR Campaign

Results Conversion RateEngagement and activity for Quiz 3 is an outlier based on expectations.

26%

Dollars Raised It is rare to achieve a virality score of more than 2,000 merely three weeks into a campaign.

$45k

Growth in Fan BaseThe number of campaign views exceeded expectations, particularly based on the lack of marketing.

15%

ReferralsThis number of referrals typically requires a Facebook fan based of more than 50,000.

40

+ First ever social media campaign

+ Raised $45,000 during campaign

+ Generated action from more than 10,000 members 57

Average Age of ParticipantsThis number of referrals typically requires a Facebook fan based of more than 50,000.

You Can Do It!

3 TIPS›❯›❯

Curate public-facing social content and use it EVERYWHERE!

Use games to engage your fans.

Put your community to work for you.

New York City – March 17, 2014

The Power of EngagementIntegrating Social Media Into Your Donor Communication

Strategy