christina christian - ama
TRANSCRIPT
BUILDING YOUR BASEMID-OHIO FOODBANK’S SOCIAL MEDIA EXPERIENCE
September 2, 2009
Who is Mid-Ohio Foodbank?
Mid-Ohio Foodbank is dedicated to feeding hungry people by: Collecting Educating Advocating Collaborating
http://hungerrelief.tyson.com/
Food BanksWarehouse&
distribution operationHunger education &
advocacy
AgenciesFood pantries
Meal sitesShelters
Backpack programs
Donors•Food producers•Food retailers•Farmers•Individuals•Food drives
Government commodity distribution programs
Families & individuals in need
Why are we participating?
It’s how we’re all communicating…
Be present & participate
Communicate with the masses
Learn about audience Volunteers Donors Community
US Brand Marketers Who Use Social Media Marketing, June-July 2009 (% of respondents)
Yes, it’s currently part of our marketing activity 59%
We are planning to implement social media in: - next 3 months 13%
- 4-6 months 7%
- next 7-12 months 3%- 12 months or longer 5%
- No, we’re not using/planning to use social media 13%
Source: Equation Research, “2009 Marketing Industry Trends Report,” August 18, 2009
www.emarketer.com
Our Approach:
Photo on Flickr by Aaron Webb
Our Approach
PURPOSE
Awareness
Volunteers
Raise funds
Advocates
Where can you find us?
www.facebook.com/midohiofoodbank
www.youtube.com/user/MidOhioFoodbank
www.flickr.com/photos/mid-ohiofoodbank
@mid_ohfoodbank
Social media power users of both age brackets have used social media to discuss philanthropy.
Trust in social media is significant among social media savvy would-be donors.
–Philanthropy2.0 Study
Organizational Impact
Success Stories
Learn more about affiliated organization
Info on causes of interest
Info on financial accountability
Age 30-49 80% 74% 71% 79% 43%Age >50 86% 80% 80% 78% 47%
Conversation & Trust
How is Mid-Ohio Foodbank using it?
Education & awareness
Volunteer & donor recognition
Listen, monitor, research & respond
Event promotion
FoodFight6.30
Tools:
Measurable Results
Web Traffic Visits increased by 2000%, day of
Tweets (including hashtag)
199
Facebook invitation Invited 395Wall Posts 11Confirmed Guests 88Maybe Attending 90
YouTube 88
Blog mentions 6 including popular foodie bloggers
Pitchengine.com 426 views
Press 3 including10tv, 614 magazine & Columbus Underground
About USx8
Text USx8 to 90999 to donate $5 to Mid-Ohio Foodbank – reply YES to confirm donation
$5 helps feed an Ohio family for a day
Fight with $5 USx8 kickoff event
Tools:
Measurable Results
Attended +/- 25
Money Raised $200
Clicks/Views of photo invitation (tr.im)
145
Facebook Invitations 362Respondents (yes, no, maybe) 162Wall posts 8
Tweets (using hashtag)
70
Has it worked?
“To figure out what to measure, nonprofits must engage their stakeholders, research meaningful metrics and experiment with trial and error”.
- Jason Saul via http://beth.typepad.com
How do you measure awareness?
No dollar amount; so measure online presence Social media audit Measure BEFORE and
after Good benchmarking
Has it worked?
So what ARE we doing:
Identifying influencers
Learning: what works & what
doesn’t how to craft effective
messages or calls to action
“Relationship building lays groundwork for future campaigns to raise time, money, and blood.”
- Beth Kanter, http://beth.typepad.com
Non-profits & social media
Question Social NetworksWhat is the primary purpose of the community?
Marketing (80.5%)
How long have you had your *community?
1-24 months (93.8%)
How much fundraising revenue have you raised from your community over the preceding year?
Not fundraising (61.1%)
For those nonprofits without a community of this type, what is the primary reason?
Do not have the expertise in-house (44.3%)
www.nonprofitsocialnetworksurvey.com
Non-profits & social media
1) NPOs are allocating real resources, staff & budgets
2) Very little real revenue generated
3) Facebook is the most popular 39.9% have raised money
29.1% raised $500 or less over past 12 months
4) More than 1/2 intend to increase project staffing into
2010
5) Communications & marketing departments most likely to
own efforts
What’s next?
www.kimokards.com
What’s next?
FRIENDraising is common Relationships are
priceless Listen & learn
Strategies change All NPOs are
different Not for every donor
Launch a blog Implement
fundraising platform
Create/encourage more content
Think outside of the box
Lessons Learned Future Plans
The Purpose
Building a community: Advocates Those with a
common interest Like-minded Representatives
Local non-profits
Operational Shifts
Operational Shifts
New space to communicate Incorporating into other Foodbank
programs Resource
Ideas /collaboration Building network & deeper relationships Still exploring fundraising opportunities
Trial & error Direct web traffic
Questions?
Christina L. Christian
@christina_lynn
www.linkedin.com/in/ChristinaChristian
www.facebook.com/ChristinaChristian
Contact