Facebook ROI for Nonprofits

Facebook ROI for Nonprofits

Ehren Foss
@ehrenfoss
ehren@helpattack.com

Vanessa Swesnik
@vswesnik
@helpattack
vanessa@helpattack.com

ROI
Return on Investment (ROI)
The ROI of social media should be measured as a long
term investment with compounding growth, rather than a
short term balance sheet.

Where would you be without your email list today?

We’ll cover:
• Ways to increase ROI generally
• Specific ROI measurements

http://info.helpattack.com | @helpattack | support@helpattack.com

Who are we?


You can succeed on social media

• Without a million followers
• Without a post from Justin Bieber
• Without adding another job to your day


What is success?
• What is your strategy? How is your mission
supported by social media?
• Just because it’s easy to count…
• Make sure your tactics & metrics support
your mission

Social Media vs. Email

Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDH


More similar than different
• Audience is crucial: Who > How Many
• Experiment, test, and improve
• Move donors up engagement ladder: Stewardship
• "House File" is crucial: Supporter Database
• People give/act because:
o People they know give/act
o There's an immediate need
o They are asked

People give to faces
and heartbeats, not
statistics!

Social Media and Large Gifts
• Know your potential donors
o Made easier by apps, passive data collection
• Make them feel special
o Easy, and free, to do on social media
• It's $10, not $10K, but the same model can work
• The large gift donors of 2032 could be on Facebook
right now

The big donors at your
gala probably have a
Facebook account to
interact with their
grandkids.

What are best practices for
social media campaigns?
• Set realistic goals
• Grow your community
• Reward participation
• Use em' if you got em'
o Leverage a special event, celebrity
ambassadors, corporate sponsors
• Thank donors!


What are realistic goals?

1. Get 10 new donors/participants
2. Learn who they are
3. Thank them individually
o Not with direct mail
4. Follow up

Ten donors giving $25 per month all year is an extra
$3,000. Not bad!


What time and effort are
needed?
About 6 hours of work over 6 weeks.
• 1 hour to brainstorm the right kind of campaign for your cause, and the
supporters you want to reach
• 1 hour to invite other stakeholders & discuss
• 1 hour to ask partners or super-supporters to help spread the word
• 30 minutes to write a blog post
• 30 minutes to include in an email to your list
• 2 hours of monitoring social media
• 1 hour to download reports and upload into your supporter database


Fundraising Messaging
Good. Better
• "Did you know you can • Matching deadline today -
donate by..." Donate now!
• Please give to support the • Save this homeless dog
Animal Rescue today. All it takes is your
Organization $5 donation
• Please share! • Donate, THEN share!
• We're trying to raise $25k • We're trying to raise $250
this year. from our Facebook fans
*today* We're only 3
donations away!

http://www.nonprofitmarketingblog.com/
http://johnhaydon.com

Use it: Leverage a Special Event
• Earth Day, Valentines Day, event
• …or create one! #oceangiving

http://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgiving


Use em': Partners, Advocates

• Celebrity ambassadors
o Local & personal are best!
• Corporate sponsors
• Local media, previous supporters

http://scr.bi/JUUCFo

Reward Participation

• Reward participation
o “Like” for a chance to win…
o Submit a picture for a chance to win…
• Nonmonetary gifts
o Facebooker of the week
o Pizza box autographed by all staff


Reward, Engage, Raise Awareness

What's a free and easy way
to keep supporters happy?

Thank supporters/donors right away on social
media. It's free and powerful.


Real World "Thank
Yous"


Real World "Thank Yous"


Best Practices for
Thanking Donors
• Provide inspiring stories about what donors are
accomplishing with their giving
o "Susan just donated enough for 20 thanksgiving
meals! Thank you!"
• Be personal
• Be specific: "Thanks for volunteering today Brian!"

more:
http://www.futurefundraisingnow.com/future-fundraising/2012/02/how-skimping-on-your-
donors-can-make-you-lose-your-shirt.html
http://www.bethkanter.org/say-thanks/


Special nonprofit benefits

• Google Grants: Ads
• YouTube: Special features
• Hope140: Ads, features
• LinkedIn: Volunteerism
http://www.google.com/grants/
http://www.youtube.com/nonprofits
https://www.facebook.com/nonprofits
http://hope140.org/contact
http://learn.linkedin.com/nonprofits/


Facebook Ads
Who: Heifer International

Experiment : Figure out most cost effective type of ad to
drive campaign traffic

Method: Multiple ads
1. Directed to FB pledge tab app
2. Sponsored stories
3. Promoted stories
4. External URL

Facebook Ads
Use them when you...
• Need to jump start a new community
• Need to quickly reach a specific audience
• Have the budget

Be sure to...
• Target by location, demographics, and interest
• Test your ads (try different versions)
• Invest in your landing pages

Or try sponsored stories, promoted stories, tabs…


Facebook Pages

• Post the right stuff
o Like other pages and tag them
 "....@[page name], FB will auto-complete
 Build informal partnerships
o Paste URLs for automatic photo, synopsis
• Encourage discussion
o Ask questions
o Polls
o Private messages


Engage your audience


Small to Medium Nonprofits


Small to Medium Nonprofits
Use Free / Low Cost Tools
• Listen: Hootsuite, TweetDeck, SproutSocial,
Google Reader
• Measure: Google Analytics, Facebook
Insights, Feedburner, TweetReach
• Manage: Reminders, Bookmarks, Shortcuts

Spend an hour creating social media / online
response guidelines for your organization. Share
the logins. It's OK!


Smallness as an Advantage
• You can really know your supporters
• Grow the right audience
• Easier to ask them for things

Try this:
Choose a random hundred and look at their profiles. How did they
find you? Who are they? Why are they following you? What value
can you provide?


Punch Above Your Weight

PETA and FreeArtsNYC

1,400,000 vs. 1,700
Same result!

Jet Blue Tickets (parnter / sponsor)
Engaged partners - Gagosian gallery
Sustained messaging


Small Org Fundraising
• Set appropriate goals
• Individual attention
o Tie individual donors to specific results
o Personal thank yous
• Get a leg up
o Borrow an audience
o Partnerships
o Spend when appropriate
• Long term investment


Metrics


Return on Investment Metrics
• What is the investment?
– $, time, calling in favors, opportunity cost, social
media calendar ‘slots’
• What is the return?
– $, new volunteers, new contacts, web traffic, news
stories, individuals served, lives saved
• Divide result by investment

Results per unique visitor
• Dollar per unique visitor
• Divide total $ raised by "Unique Visitors" in
Google Analytics
• Divide total actions taken, petitions signed,
comments, shares… by “Unique Visitors”

• Measures ratio of people who saw the task to those
who took action.
• Increase by experimenting with visual content, text,
calls to action, and targeting
• $500 donated by100 unique visitors= $5 / unique
visitor


Results per staff hour
o Divide total $ raised by number of hours spent
o Divide shares, actions, comments… by staff hour
spent
o 6 hours spent on campaign yielding $1,000 =
$167 per hour.

o Increase by holding efficient meetings, with
more automating, documenting (for easy
lookup), training, and using or purchasing
tools.
o Reuse what works


Donation Page Conversions
• Donation page conversion rate
o Divide number of donations divided by unique
visitors, multiply by 100, add a % symbol
o 250 visitors, 25 donations = 10% conversion rate
o Conversion Funnel
o When the action takes multiple steps, each step
has a conversion rate.
o Conversion rates multiply (get smaller)
o E.g., Send an email 1,000 people, 100 click, and
then 10 donate. Overall conversion rate is
o 10% X 10% = 1%


Amplification Metrics
• Click to share ratio
• How many people shared / liked / commented?
• How many people actually clicked on it?
• Facebook insights said 2,000 “reached”, but only
20 clicked through = 1% click to share ratio.

Likes, shares, comments, discussions… per
investment.

How much activity is 2nd or 3rd hand? Measure virality.


The Takeaway Slide (Wake
up! almost over!)
• Facebook is far more similar than different from
other fundraising
• Sharing is critical
o Make it visual
o Make it specific
• Focus on your foundation
o General online donations
o Supporter database
o Create culture of listening & openness
• Then pick appropriate tools & campaigns
• Try it, measure it, fix it, repeat


Social Media Fundraising
Tools
• FirstGiving
• Chirpify
• Causes
• HelpAttack!


Thanks for coming!

Blog & resources: http://info.helpattack.com

Sign up: http://helpattack.com/addcause/search

@helpattack
http://facebook.com/helpattack
(512) 934-2410

Questions?

Facebook ROI for Nonprofits

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