Presentation from Owen's workshops in Edmonton (December 8, 2011) and Calgary (December 9, 2011).

1. Rationalizing Social Media:
The Cost-Benefit Analysis of
Fundraising Through Social Media

3. PricewaterhouseCoopers LLP 3

4. About PwC
•PwC provides industry focused assurance, advisory and tax services
for public, private and government clients in four areas:
• Corporate Accountability
• Risk management
• Structuring and mergers and acquisitions
• Performance and process improvement
•
Part of a global network of firms – 154,000 people in 153 countries
•PwC service areas include our multi-disciplinary Not for Profit and
Sustainable Business Solutions Practices
•
PricewaterhouseCoopers LLP 4

5. PwC Canada Foundation
PwC established a charitable Foundation in 2004.
Its mission is to help
build and empower community leadership
by helping employees sharing their time, expertise and
resources.
PricewaterhouseCoopers LLP 5

6. PwC community impacts
The total number of volunteer hours donated by PwC employees during
work hours over the past seven years.
90,000
PricewaterhouseCoopers LLP 6

7. How PwC looks at the work of our
sector
Thought Leadership Publication:
Capacity Building: Investing in
not-for-profit effectiveness
Read more about the initiative:
www.pwc.com/ca/capacitybuilding
Twitter: @CSRjames
James Temple
Director, Corporate Responsibility,
PwC
PricewaterhouseCoopers LLP

8. Social media (n) –
1. What journalists become after a few drinks
2. The universe of online tools, mostly free, that
allow individuals and organizations to share
their stories, updates, news, and keep up-to-date
on the goings-on of others.

14. Canadians log an
average of more than
2,500 minutes online
a month (~42 hours).
Source: comScore, 2010

15. Most Common Online Activities:
• Email
• Downloading movies
• Watching television
• Searching for health
information
• Making purchases
Source: Statistics Canada, 2010

16. British Columbia
and Alberta have Province
% of Population
Online
the most people Newfoundland & Labrador 69
Prince Edward Island 77
online, with 85% of Nova Scotia 76
the population, New Brunswick
Quebec
73
77
followed closely by Ontario 81
Manitoba 77
Ontario, where Saskatchewan 79
Alberta 85
81% of people use British Columbia 85
the Internet.
Source: Statistics Canada, 2010

17. Most Connected Canadian Cities:
• Calgary – 89%
• Saskatoon – 89%
• Edmonton – 86%
• Ottawa-Gatineau – 86%
• Vancouver – 86%
• Victoria – 86%
Source: Statistics Canada, 2010

18. Canada has more than
, and is neck and neck with
India for 9th and 10th on the list of the countries with
the most Facebook accounts.
Canada’s penetration rate of about of the
population, or of the online population, is still
one of the most significant on Facebook.
Source: comScore, 2010

19. 21 million
Canadians
visit YouTube
each month
Canadians watch
an average of
147 videos
each month
18 – 24 year
olds watch an
average of 244
videos monthly
(~18.25 hours)
Source: comScore, 2010

20. • In 2010, the number of Twitter accounts in Canada increased by
75 per cent and the number of daily tweets more than doubled
• Trendrr reports that Canadian female Twitter users are more
active than male Twitter users
• Hootsuite Media saw 250 per cent growth in usage among its
Canadian users in 2010
• About 5.5 per cent of its daily traffic (55,000 tweets) comes from
Canadian users
Sources: comScore, 2010 | Hootsuite Media, 2010 | Trend

21. The Costs
• Strategy: Social Media
• Strategy: Marketing
• Paid Services vs. Free
• Upgrades: Existing Infrastructure
• Developing Content
• Finding Followers
• Letting Go
• New To-Dos

22. The Costs
• Strategy: Social Media

29. The Costs
• Strategy: Marketing

31. “While you were on summer vacation more than 29,000 children
under the age of 5 died of starvation in Somalia.”
“Please remember to give now to active supporting relief
organizations.”

33. The Costs
• Paid Services vs. Free

34. Free Tools Paid Resources
E-mail
Base levels in most e-mail newsletter Pro Accounts for e-mail contact
programs (MailChimp, ConstantContact) management
Subscriber Management - Blogs
Feedburner MailChimp
Social Networks
Facebook, Google+ Ning
Social Media Influence
Klout Radian6
Twitter/Status Update Management
TweetDeck (part of Twitter) HootSuite (Pro Account)
Blogs
WordPress, Blogger, Tumblr TypePad
Sometimes, you get what you pay for.

35. The Costs
• Upgrades:
Existing Infrastructure

37. The Costs
• Developing Content
(and Listening)

40. The Rule of 3
• Use the “Rule of Three” when posting content:
• 1/3 “me”
• 1/3 “you”
• 1/3 “them”

41. The Costs
• Finding Followers

43. The Costs
• Letting Go

45. The Costs
• New To-Dos
–Market Research
–Social Media Policies
–Measuring
–Evaluating

50. The Benefits
ROI
ROE

51. The Benefits
Return on Investment
• Better marketing & market research
• Better fundraising
Return on Engagement
• Peer-to-peer
• Unattainable, invaluable stories
• Stronger voice

52. The Benefits
Return on Investment
• Better marketing & market
research

53. “While you were on summer vacation more than 29,000 children
under the age of 5 died of starvation in Somalia.”
“Please remember to give now to active supporting relief
organizations.”

56. “While you were on summer vacation more than 29,000 children
under the age of 5 died of starvation in Somalia.”
“Please remember to give now to active supporting relief
organizations.”

60. “If I look at the
mass, I will
never act.”
- Mother Teresa

61. The Benefits
Return on Investment
• Better fundraising

64. “The donor
is bothering
me…”

65. The Benefits
Return on Engagement
• Peer-to-peer

68. The Benefits
Return on Engagement
• Unattainable, invaluable
stories

73. The Benefits
Return on Engagement
• Stronger voice

80. www.mycharityconnects.org
free online resources
 Information about technology
 Video demonstrations
 More webinars
 Past webinar recordings & slides
 Learning opportunities
 Events across the country

81. MyCharityConnects Conference 2012
JUNE 12 - 13 | Allstream Centre, Toronto
Join us for thought-provoking keynotes, practical
how-to workshops and plenty of chances to learn
from other non-profits about what works online…
and what doesn’t
Watch for updates at
www.mycharityconnects.org

82. Upcoming Webinars
www.mycharityconnects.org/webinars
• January 18 – 10 New Year’s Resolutions for Online
Fundraisers
• January 25 – What is CanadaHelps and Why Should
My Charity Register?
• February 1 – What You Need to Know About Google+
• February 15 – Introduction to TechSoup Canada’s
Online Donation Program
• February 29 – Get Social With Your Peer-to-Peer
Fundraising Events

83. PricewaterhouseCoopers LLP 83

84. Keep in touch!
info@canadahelps.org
www.twitter.com/canadahelps
www.slideshare.net/MyCharityConnects
www.facebook.com/canadahelps