Denver Event - 2013 - Boulder Digital Strategy for Community Foundations Conference
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Denver Event - 2013 - Boulder Digital Strategy for Community Foundations Conference
- 1. This is the Place for Inspired Giving
- 2. Philosophy: Why is digital important for us? Boulder County is a wired place. •88% accessed Internet during past month •52% own a smartphone •95% of households own a computer •45% spend 5-19 hours online/week
- 3. Philosophy: Why is digital important for us? Moving from transactional to transformational leadership needs timely communication tools easily accessed by the masses.
- 4. How have we used digital strategies?
- 5. How have we used digital strategies?
- 6. How have we used digital strategies? Site Impressions Clicks CTR CPC Campaign Dates Facebook 4,439,198 1,785 0.04% $1.12 Nov 2012 - Dec 2012 TOTAL 5,547,081 2,555 0.05% $4.86 The Facebook campaign drove over 1.7k efficient clicks to the Culture of Giving Facebook Page. The CTR was also high for Facebook campaigns- the Sponsored Stories, which are targeted to non-fans whose friends have "liked" the COG FB page, drove a very high CTR of 0.11%. The other ads drove a CTR of 0.04%.Overall the campaign drove a total of 824 new Facebook fans and 92 other actions (comments, post likes, etc.). Culture of Giving Facebook Ads 2012
- 7. How have we used digital strategies? Site Impressions Clicks CTR CPC Campaign Dates Boulder Daily Camera 659,983 514 0.08% $11.67 Nov 2012 - Dec 2012 Boulder Daily Camera (BDC) drove the strongest CTR of the campaign at 0.08%. The 300x250 was the best performing size with a CTR of 0.10%.The banners ran in the News, Entertainment and Life sections. Denver Post 447,900 256 0.06% $17.25 Nov 2012 - Dec 2012 Although Denver Post's (DP) CTR was not as high as that of BDC, we were still able to share our message with over 447k relevant people in the Boulder area. The 300x250 size was also the top performer on DP.The banners ran in the News, Entertainment, Life and Your Hub sections of the site. TOTAL 1,107,883 770 0.07% $13.53 Culture of Giving 2012 Online Newspaper Ads
- 8. How have we used digital strategies?
- 9. Other uses of digital tools? • Facebook: 15 Forever, Leadership Fellows, TCF in general • Linked In: Leadership Fellows • Twitter: EFCO • Video: • Blog/News Board on www.commfound.org
- 10. Lessons, Opportunities & Questions • Organic organizational growth • Metrics: understanding and using them • The digital world is 24-7 • Professional and personal lines blur • CEO’s and Trustees coordinating via social media?
Notes de l'éditeur
- Statistics from Boulder Daily Camera Newspaper: 90% of Boulder County residents have Internet access – and 88% of people here have accessed the Internet in the past 30 days. 84% of Boulder County residents have high-speed Internet access. 52% of Boulder County residents have smartphones. 95% of Boulder County households own computers – and 89% of individuals here do. 22% of Boulder County residents spend more than 20 hours online in an average week; another 45% spend between 5 and 19 hours online in a given week.
- Transformational Leadership work benefits from quick, easy, and economical ways to reach masses of people—as well as more traditional approaches
- Ready Set Learn: Cowboy poster used as a poster, on www.readysetlearn-early.org, newspaper ads, and bus ads. “ Man on the Street” video on our website and in social media posts. Civic Blast KCIC Grant: An effort to assess the barriers to civic assimiliation and engagement for immigrant Latino families in Boulder County. This project’s findings reinforced how important it is to run awareness campaigns with diverse communications tools: Posters, social media, door-to-door, community meetings, postcards, TV, radio, online, and more. Findings included that Latino youth play a crucial role in families' adaptation to a new culture. Measuring where Latino youth get information, the internet ranked highly, plus talking to parents, friends,using Twitter, Facebook and generally emailing. Young Latinos reported that social media and school work took most of their time, but family interest was the most consistent predictor of social and/or political engagement. Younger and older Latinos also reported that in addition to use of social media, posters and handouts were effective in engaging them to participate in their church or community activities.
- e-reader version (using Issuu) of our TRENDS report on our commfound.org website
- These results are from our 2012 6-week Culture of Giving campaign. Goal is to engage new and more people in a grassroots fashion around the idea of giving to Boulder County nonprofits. This ad series had 1,700 efficient clicks to our Facebook page, garnered 824 new fans and 92 other actions such as comments, posts, likes, etc.).
- This shows another way we advertised in the digital space for our 2012 Culture of Giving campaign. We shared our message with 447,000 people in the Boulder County area. Our county newspaper, Daily Camera, had the best Click Through Rate (.08%) of any online ad method we used in the campaign and Facebook drove the most efficient CPC on the plan ($1.12)
- Entrepreneurs Foundation of Colorado (EFCO) works with early stage companies who commit 1% of their founding equity to local nonprofits. Mostly a tech crowd – heavy users of Twitter Other programs: Facebook, LinkedIn, Google+ (several meetings have taken place in Google Hangout) Example of social media use: when picking EFCO’s new logo, board members tweeted a link to an online vote via poutsch (image attached)
- TCF uses Facebook, Linked In, and Twitter in several of its programs. These are managed by the coordinators of the various programs, with the exception of our main Facebook page where nearly all staff are contributors of content. We’ve made some use of video—many posting directly to our website—but we are working to incorporate more to better share our story and that of Boulder County non-profits. (World-wide premiere of School Readiness Video)
- Our use and growth in digital communications has come about organically, through individual staff learning and baby steps towards an integrated and strategic approach within our organization’s overall communication’s plan. Our Director of Advancement, responsible for communications oversight, feels our pace is slow but we are making progress, with the help of key community partners (e.g., Sterling-Rice Group, Bolderwomen, EFCO partners), and because more and more individuals on staff are finding the time and value around curating content and engaging audiences. Next goal for us is to better understand the metrics of the digital space and how to interpret it for useful planning (e.g., more strategic targeting of online audiences, messaging) Boundaries in the digital world are blurry: Expectations for communications is 24-7? Employees sometimes have to be personally represented online to have access to an organization’s online presence (e.g. Facebook). Pro’s and con’s to this. Does anyone have good examples of ways CEO’s and Trustees/Board Members are communicating via Facebook or other tools? Looking for more efficient ways. Or is email just it?