Slides from the Social Media and the Next Generation of Canadian Giving webinar

1. What do they really ?

2. WHO ARE WE?
Mike Johnston
Founder, hjc,
Integrated Fundraising Consultants
Integrated Fundraising Specialists
Danielle Johnson Vermenton
Senior Interactive Consultant -- Blackbaud
Strategic, Data-Driven Multi-Channel
Marketing

3. • Released Sept. 2013
• Exploring multi-channel
preferences and charitable
habits of 4 generations of
Canadians
• Featured in:
 Hilborn Charity eNews, The
Agitator, NTEN blog, Charity
Village…
Download the full report:
http://www.hjcnewmedia.com/nextgencanadiangiving2013/
NEXT GEN: A LANDMARK SURVEY

4. HOUSE CLEANING TIPS..

5. A CHANCE FOR FUNDRAISERS
...to listen to donors.

6. SOCIAL MEDIA CAN BE
OVERWHELMING

7. WHY IS SOCIAL MEDIA IMPORTANT?
Traditional: physical communities
workplace
neighborhood
church
Now: electronic communities of interest
professional
networks
‘virtual’
friends
Interest-sharing
networks

8. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Use it but Not Regularly Use it Regularly
DONORS ARE USING SOCIAL
MEDIA…

9. Change.org 99%
Twitter 41%
Instagram 22%
Facebook 17%
LinkedIn 48%
YouTube 59%
Flickr 91%
Pinterest 37%
GEN Y NETWORK PREFERENCES

10. Change.org 95%
Twitter 23%
Instagram 25%
Facebook 47%
LinkedIn 77%
YouTube 15%
Flickr 7%
Pinterest 60%
GEN X NETWORK PREFERENCES

11. Change.org 40%
Twitter 22%
Instagram 16%
Facebook 12%
LinkedIn 80%
YouTube 65%
Flickr 4%
Pinterest 1%
BOOMER NETWORK
PREFERENCES

12. Change.org 8%
Twitter 61%
Instagram 1%
Facebook 2%
LinkedIn 25%
YouTube 7%
Flickr 64%
Pinterest 12%
CIVICS NETWORK PREFERENCES

13. • What is the role of social media for non-profits?
• What are the preferred social networks of each
generation?
• What role does social media play in Canadian
giving?
• How can I use social media strategically?
THE UNKNOWNS

14. TAKE-AWAY’S FROM TODAY
• Which of my donors are using social media?
• How do they use social media?
• Do they value our social media efforts?
• How can I engage my donors more effectively
using social media?
• What should I concentrate my social media
efforts on?

15. WHAT TYPE OF DONOR IS
USING SOCIAL MEDIA?

16. GEN Y
• Most Active on social networks
• Early adopters
• Willingness to try new networks
but have preferences
• Most willing to connect, promote,
and donate to your charity via
social media
• Most active group on YouTube,
Facebook, Pinterest,
Instagram, Change.org, Care2

17. GEN X
• Also heavy internet users
• Not as quick to adopt new
social networks
• Comfortable supporting
charities through social
media
• Most active group on
LinkedIn, Flickr
• Highly active on YouTube,
Facebook, Twitter

18. BOOMERS
• Frequent internet users
• Selective on networks they
join and participate
• Active on YouTube, Facebook
and LinkedIn
• Significantly smaller portion
of users on Twitter,
Foursquare, Flickr, Pinterest,
Flickr, Instagram

19. CIVICS
• Civics spending as much time
online as any other age group
• Active on some social networks
but are more passive when it
comes to usage
• Engagement increased on
Facebook, YouTube, and
LinkedIn since 2010
• A quarter of Civics are on
LinkedIn
• Least active on Care2,
Change.org, Instagram,
Pinterest, Twitter

20. SOCIAL ENGAGEMENT

21. DO THEY JOIN CAUSES ON SOCIAL
NETWORKS?
28.0%
24.0%
12.0%
5.0%
Joined a Non Profit and/or Charitable Causes Social Network Group
GenY GenX Boomers Civics

22. THINK ABOUT THE BRANDING MIX
• Yes! Mainstream media remains important for
recruiting new supporters
• What if your non profit doesn’t have the
budget?
• There is hope! Online/social media is a great
way to cost-effectively build brand and engage

23. ROE

24. ROE IS THE NEW ROI
• Return on Engagement is a better way to track
your social media efforts
• Are your donors engaging with you through
social networks?
• But as Fundraisers:
• Ensure donation pages and social media
links are trackable!

25. 58%
52%
37%
34%
24%
14%
38%
30%
21%
22%
9%
5%
16%
11%
5%
4%
2%
1%
8%
8%
3%
2%
1%
1%
Follow on social media
Share about charity on FB
Follow a charity’s Twitter feed
Fundraise using social media
Pin something about charity on
Pinterest
Participate/watch a Google Hangout
Gen Y Gen X Boomers Matures
WHAT ARE THEY DOING ONLINE?

26. • Donors value your social media presence –
especially younger donors
• Social media is important as a place where
donors learn about you and interact with your
cause
• Connect with these donors to convert them into
evangelizers for your cause
WHAT DOES THAT MEAN FOR YOU?

27. EVANGELIZERS

28. WHO ARE YOUR EVANGELIZERS?
• Social media is a modern day soapbox for
causes and non-profits.
• More than half of Canadian donors are
comfortable telling others about the causes
they support.

29. 0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Gen Y Gen X Boomers Civics
Promote Charity Through Facebook
Raise Money for Charity Through Social Media
THEY PROMOTE AND RAISE MONEY FOR
YOU

30. SOCIAL GIVING?

31. DONATED THROUGH SOCIAL
MEDIA IN THE PAST 12 MONTHS
56%
41%
41%
36%
35%
32%
32%
26%
22%
15%
13%
12%
6%
5%
5%
4%
4%
2%
Checkout Donation
Online Donation
Honor/Tribute
Purchase for Proceeds
Pledge at Event
Mailed Check/Credit Card
Door to Door*
Monthly Debit
Street Canvassing*
Third Party Vendor
Email*
Phone
Radio/TV*
Online Ad*
Will/Planned Gift
Mobile/Text
Social Networking Site
Stocks, Bonds, Property
6.0%
4.0%
3.0%
2.0%
GenY
GenX
Boomers
Civics

32. 4% more American Civics promoted charities
through social media
AMERICAN DONORS
American Gen X and
Boomers find social media
appeals 11% and 6% more
acceptable than their
Canadian counterparts
Canadian Gen Xers are 8%
more interested in viewing
video posted by charities
and supporters

33. FUTURE OPPORTUNITIES
• Seeing your impact through imagery resonates well
with all generations
• Gen Y would view charity’s photo stream
and contribute video directly to charity
• Gen X would follow a charity’s photo stream
• Boomers and Civics would watch charity
video

34. 27.0%
15.0%
25.0%
14.0%
15.0%
16.0%
22.0%
18.0%
14.0%
View Video Posted or Sent
by Charity of its Supporters
Contribute Video Directly to
Charity or YouTube Group
View Charity's Photo Stream
Participate or Watch a
Google Hangout
Follow Charitable group on
Social Network
Pin Charitable Pinterest
posts
Raise Money through Social
Media
Share Photos, Links
Twitter
GEN Y GEN X BOOMERS MATURES
Follow on Twitter 25% 19% 10% 5%
Share photos or links 20% 24% 17% 9%
Raise money through
social media
35% 26% 20% 9%
Pin charitable
Pinterest pins
27% 19% 13% 7%
Follow charitable
group on social
network
17% 19% 15% 6%
Participated in a
Google hangout
27% 18% 10% 4%
View Charity’s Photo
Stream
35% 31% 21% 13%
Contribute video
directly to charity
33% 16% 11% 5%
View video posted or
sent by charity or its
supporters
24% 30% 29% 21%

35. • All generations are using social media
• Gen Y remains most active in social media
• Facebook & YouTube remain most popular by
far
• Most donors are willing to share/promote
causes with their networks
• Donors really like images and videos of your
cause
• Donations through social networks remains a
small percentage of total revenue
NEXTGEN: KEY FINDINGS

36. WHAT SHOULD YOU BE
DOING ON SOCIAL MEDIA?

37. YOU’VE GOT TO BUILD
Awareness
Volunteers
Impact to revenue
Crowd source ideas & resources

38. Don’t think wall…think mall
-Utilize the timeline & profile pictures
-Encourage engagement, let fans post and
always respond
-Add a Donate & eNews sign up tab
-Post updates, breaking news, questions,
images, video
-Fill out the About You section
Most popular site
-Participate in the Nonprofit program
-Add a Donate banner to your videos
-Be casual
-Enable comments
-Optimize for search
-Brand your channel
Short & too the point
-Brand your page
-Tweet as a person, don’t be institutional
-Check out the competition & trail blazers
-Engage your donors & volunteers
Video & image community
-Can integrate with Facebook, twitter &
blogs
-Can embed on your website
-Great for posting event pics, volunteer
projects, TY images

39. THE CONVERSATION
Be human, honest, helpful
Have a distinct voice & personality
Be open to feedback (yes, even the negative)
Sincerity is of the utmost importance
Make it about the people participating, not you
Talk with, not at, people
#1 rule of all social media sites
KNOW your audience

40.  Put a like button and integrate your social media in your email
signature
 Ask staff to do it too, require it as part of the organization
signature template
 Update email stationery with social media icons & links to your
pages
 Ask supporters to fan, like, friend, follow you
 Add a share button when people make a donation
 Check out http://wisestamp.com for resources
TIPS FOR GETTING MORE FRIENDS, FANS,
FOLLOWERS…WHATEVER!

41. The ripple effect on FB -- for every 1000 friends/fans that
equates to around 70 views for impressions (that is on the
high end of looking at 100 NPOs).

43. ENGAGEMENT THROUGH PINTEREST

45. VIDEOS – NO MATTER THE BUDGET

46. STEWARD YOUR DONORS
MAKE SOCIAL MEDIA PART OF YOUR GRATITUDE STRATEGY
 Amplify with social media
 Create moments
 Have a conversation
 It’s free!

47. • Post a shout out
• Share photos and tag the donor
• Tweet campaign updates,
program updates, client quotes
• Ask clients/recipients to post their
stories
• Ask donors to post on twitter or
Facebook and tag your
organization
• Use your FB cover to celebrate
• Celebrate your donors on your
blog
• Create videos

49. More resources to get you started
5 Creative Ways to Say TY to your Facebook fans
http://social.razoo.com/2012/09/five-creative-ways-to-thank-your-facebook-
fans/
Get creative with Timeline Cover photos
http://www.hongkiat.com/blog/creative-facebook-timeline-covers/
Make photos come to life with video & music
(for free!) http://animoto.com/
42 Creative Pinterest Ideas for Nonprofits
http://www.frogloop.com/care2blog/2012/1/13/steal-these-42-
creative-pinterest-ideas-for-nonprofits.html
Follow John Haydon / Inbound Zombie on Facebook
- the guru of nonprofit social media
https://www.facebook.com/InboundZombie

50. TO DO’S
• Have a presence
• Be social
• Integrate – think cross-channel to build
committed supporters
• Remember that social media is most
powerful when it can combine with the
‘human movement’
• Find a way to calculate ROE & ROI for
different results (i.e. Fundraising vs. List
building vs. Awareness building)

51. CONSIDERATIONS
• Does this make sense for my
organization?
• Can I leverage existing
content?
• Can I find imagery showing
impact?
• Can my organization make
video accessible to our
donors?
• Can I access the individual
fundraisers and donors for
further cultivation?

52. 6 THINGS TO KNOW FOR
SOCIAL EXCELLENCE

53. 1. DEFINE SUCCESS
Q: How do you know what’s successful if you
don’t know what success looks like?
A: You don’t
Solution: Take objectives and create goals

54. BE SMART
• Specific
• Measurable
• Attainable
• Realistic
• Timely
“Raise $1000 on Facebook with
integrated campaign by
December 2014”
“Reach 750 followers on Twitter
by June 2014”

55. 2. CREATE & PRIORITIZE CONTENT
YOU
News
Social
Media
Programs
Research
Colleagues
Friends

56. 3. GET INTERNAL BUY-IN
•Get in front of your
management teams
•Show, don’t tell
•Help them start their own
accounts

57. 4. INTEGRATE

59. 5. KNOW METRICS BEFORE
CAMPAIGN
Facebook Twitter Pinterest General
Facebook “likes” (previously
fans)
Number organization
mentions
Impactful Images and videos Media Coverage from social
media
Funds raised on Facebook
Causes/ social presence
Twitter retweets Links back to site Social Shares from respective
outlets
# of tags on Facebook Number of Twitter followers
over time
Educational/Advocacy pins Number of new supporters in
housefile from social
Number of Facebook event
RSVPs
Mentions of brand/
organization
Referring traffic to main site
from Pinterest
Referring traffic to campaign
landing page(s)
Number of Facebook “likes” of
organization post(s)
Influencer pick-up of tweets Links back to event/campaign
page
Number of click-throughs to
campaign from each source
Shares of event on Facebook Twitter lists organization
“listed”
Pin your donation pages Number of user-generated
submissions
Number of sign-ups on or
sourced through Facebook
Twitter-sourced donations Leverage symbolic giving
through Pinterest boards
Number of video calls to
action taken (URL visits, regs)
Number of influencers who
share message with network
Number of key influencers
who share message on behalf
Pinterest Boards by campaign

60. WHAT
HOWMANY
WHEN

61. 6. “CALENDARIZING” CONTENT
• Central “social” calendar to plan content like:
• Events
• Email messages
• Campaigns
• Newsworthy updates
• Calls to action
• Volunteer opportunities
• Feedback opportunities to supporters
Sync with overall communications plan!

62. Monday Tuesday Wednesday Thursday Friday
Facebook Link to video
highlights from
annual event
Ask followers
to share
event
memories
Share
mission-
related news
Provide
update on
future event
Share
resource to
supporters
(article,
report, etc)
Last push for
supporters to
get excited
for tonight’s
event
YouTube Vide highlights
from annual
event
Video of
impact last
year’s event
made
possible
Beneficiary
video on last
year’s event
Photo
Stream
Annual event
photos
Ask followers
to share their
photos from
last year’s
event
Sneak peak of
this year’s
event
Ask
supporters to
share photos
getting ready
for
tomorrow’s
event
Volunteers
getting ready
for event

63. KEY LEARNINGS
• Don’t overlook social media as complement to
your other branding activities – it DOES work
• Social media represents a small portion of
Canadian giving
• Use social media to steward, engage and
connect personally with your prospective and
existing supporters
• Use imagery and videos to show impact

64. A fun, helpful reminder of highlights of the Next
Generation of Canadian Giving study
http://www.hjcnewmedia.com/nextgencanadiangiving2
013/infographic/

65. • Promoting active discussion
of integrated marketing
in the nonprofit sector
• Sign up to find
inspiration through:
• Case studies
• Fresh ideas
• Practical tips
www.imabgroup.net
Twitter: @TheIMAB
THE INTEGRATED MARKETING
ADVISORY BOARD