social media: how to utilize and maximize roi · top social media tools used by charities for...
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Social Media:
How to utilize and maximize ROI
March 2015
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World Wide Web
DVDs
Satellite TV
Mobile phones
PDAs
Tivos or DVRs
Digital cameras
iPods
Playstations
Wii game
Blogs
How things have changed!
In 1991, we didn’t have….
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In 1993, 50 million people used the Internet and there were
a little over 100 websites
1993
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This is what being friends online
meant
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The World before 9/11
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It is reported that $1.4 billion was raised for 9/11
charities
Of that $215 million raised online
9/11
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$1.6 billion raised for tsunami relief
Of that $311 million raised online
2004
Tsunami Disaster
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$3.7 billion was donated in the wake of Hurricane Katrina
5 nonprofits raised $257 million online
2005
Hurricane Katrina
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• 230 million Americans had Internet access
and 93% had high speed
• 228 million had a mobile phone
• 1.6 billion people worldwide are connected to
the Internet with less than 25% of those
located in North America
In 2009....
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$1.3 billion raised to aid earthquake survivors
In 2010, the American Red Cross raised $31
million via text messaging
FYI: In 2009, only $4 million was
raised by all charities via mobile phone texting
2010
Haiti Earthquake
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Within six days reported $1 million raised
online in individual fundraising efforts
Brooke Gibbs used GoFundMe.com to raise more than
$300,000 from 7,906 users in just three days for Jeff Bauman
Jr.
2013
April 15: Boston Marathon Bombing
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One month (July 29-August 29)
$100+ million raised (compared to $2.8
million)
3 million donors
-
2014
ALS: Ice Bucket Challenge
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• Larger percentage of disaster relief financial support
is coming via technology means
• Majority of these gifts are from new donors
• Upwards of 90% are asking not to be contacted again
by relief organizations
• Nonprofit organizations of all sizes are collecting relief
funds online but might not be a tool for nonprofits with
a smaller budget
• Younger donors are more likely to use a charity’s
website to respond to a direct mail appeal (50%)
Technology Giving Trends
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• It took telephones 71 years to penetrate 50%
of American homes
• It took electricity 52 years….
• It took television 30 years….
• It took the Internet 10 years….
• DVDs took 7 years
• Facebook had 200 million users in 5 years
Comparisons
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From the beginning of time until 2003…
• In 2008, indexed
information equivalent to the entire Library of
Congress every four hours!
• AND Google ad revenues matched the
combined advertising revenues of the 5
broadcast networks (ABC, CBS, NBC, Fox
and CW)
Fun Facts....
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Facebook: 58%
Twitter: 42%
YouTube: 36%
Blogging:18%
Text Messaging: 15%
Top Social Media Tools Used by Charities for Online Fundraising
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Social media is here to stay
Need to utilize and harness
Need policies for use
Need a strategic approach
Challenges and Opportunities
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• Everything you do should be about promoting and
sharing about the work of your nonprofit
• A little strategy goes a long way
• Know your target audience
• VOLUNTEERS | COMMUNITY | MEDIA
• Be enthusiastic in telling others about
your nonprofit’s work
• Promote your nonprofit organization everywhere
Strategy is Key!
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• Consider having a dedicated person (i.e.,
volunteer or staff member)
• Encourage all staff to be on social media
– Repost/share
• Leader’s role in social media
Staff Involvement is Necessary
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• Did you know 94% of American households have shopped online – your nonprofit needs to have a presence online and on social media
• Your volunteers, community and the media are online and on social media.
• First – remember to make is simple
Tools For Success in Social Media
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• Website: keep up to date
• Use what you have including
outgoing email
• Let people know where to find you – Put your website, Facebook and Twitter on everything
as well as LinkedIn, Instagram, etc.
• Remaining current is crucial
• Specific messages: original and reposting
Specific Ideas: Tips of the Trade
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• #hashtags
• Access your dormant networks
• Provide “Opt-In” opportunities always…and opt-out
• Find ways to drive traffic to your website, Facebook and Blog (i.e., contests, etc.)
• Build a Community • Collect emails and other information constantly
• Texting and large captive audiences
Specific Ideas: Tips of the Trade
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• Potential volunteers on using social media
• Consider virtual volunteer opportunities
• Online posts with photos and tagging
• Selfies with volunteers
• Posts with “key” leaders and high profile
personalities
Increasing Volunteers
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• Reporters and media are online and social
media
• Interviews secured by being on social
media
– LinkedIn: key to search
Media Access
Creating Marketing Opportunities
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• Post to social media
• Share and “like”
• Tweet to “key” entities
– Examples
• Amtrak
• Kmart
Expanding Awareness
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Dinosaurs are extinct!
Remember…
“How an organization reacts to technological
change is a good indicator of its inner drive
for greatness versus mediocrity.”
Jim Collins
Good to Great
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Lisa M. Dietlin
President & CEO
Lisa M. Dietlin and Associates, Inc.
PO Box 7029, Chicago, IL 60680
(773) 772-4465
[email protected] @lisadietlin
www.lmdietlin.com
Contact
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