Claire Kerr, Director of Digital Philanthropy at Artez Interactive, explains why despite the wildly popular examples we see profiled in the news, most charities have discovered that social media is not a top-performing single channel for fundraising! Similarly, many organizations struggle to leverage the mobile channel for meaningful fundraising results. Does this mean that “social” and “mobile” have no role in your multi-channel fundraising strategy? She examines how charities like yours are using integrated social login, multimedia storytelling, gamification, mobile web, mobile apps & more to support and enhance their efforts online. To view the full one-hour webinar, including audio, visit: http://charityvillage.com/elearning/webinars/past-webinars/beyond-the-buzzwords-social-and-mobile-strategies.aspx.

1. Beyond the Buzzzzzz Words!

2. @snotforprofit @artezonline
Facebook.com/artezinteractive

4. No pink elephants!!!

5. • A crowdfunding campaign that goes viral!
• A super-star supporter who’s active on Twitter
• A unexpected disaster involving your cause.
• Vote-to-win contests.
You’re probably not
planning for this stuff.
Meaning, we can skip over …

6. Social login
Online video
Email integration
Mobile tools
Social advertising
Visual storytelling

7. Big
Tip
Big
Trend

8. 86%
19%
14%

9. 50% … log in every day
27% … are active users
The preferred network for multiple
users is Facebook.

10. Facebook: A top referrer to
fundraising & donation pages.
12% facebook
2% mobile facebook

11. Mobile traffic across the Artez platform
Over 12% of traffic to our
fundraising & donation pages
is from mobile devices…
Up from 4% in 2011

12. What’s industry up to?
84% of social media use
is geared towards
improving customer
service. But …

13. Engaging customers with social media equals
a 15-30% sales increase!

14. 2012 Nonprofit Social Networking Benchmarking Report

16. What’s Trending?

17. Social Login
Big
Trend

20. Social login is buzzing!
77% of social
media users prefer
social login to
traditional
registration.
- Janrain

21. Social login is buzzing!
40% of people use a
"forgot password"
feature once a month.

22. 52% of orgs say email is most used
contact data and most difficult to verify.
– Experian QAS

23. Social login is popular
• Facebook - 54%
• Twitter - 10%
• Google – 25%
How does it affect
Fundraising?

24. We looked at
lots of data
so you don’t
have to …

25. Facebook Registration (Social Login)
Registrant signed-up using Facebook credentials

26. Social Login Data Pool
• 60,000+ registrants
• At least 100+ social registrants in each event
• $5.7 million in solicited donations
25 North American
campaigns

27. How many registrants?
16%
Highest percentage we saw was 27%

28. Registrant Success
40% more
than regular registrants
Fundraisers who connected their account to
Facebook raised on average…

29. Number of Donations
30% more
individual donations
Fundraisers who connected their account to
Facebook solicited more gifts…

30. Likelihood to Fundraise
Facebook
Registrants
Non-Facebook
Registrants
52%69%
Facebook registrants are 32% more likely
to raise over $0.

31. Facebook & Social Login Insights ….
• Giving your campaign supporters the option to
use social media increases their likelihood of
success.
Big
Tip

32. Online Video
Online video consumption rose 58%
in the last 12 months.
Big
Trend

33. We’re special!
Canadians are top consumers of online video
#1

34. Online Video & Your Community
“In Canada, YouTube per capita consumption of
video is No. 1 in the world, it’s just
absolutely crazy in terms of how
passionate Canadians are about YouTube.”
- Chris O’Neill
Canada country director, Google

35. Storytelling

36. Set expectations and rules

37. Tie video to fundraising goals
Big
Tip

38. Involve your community

39. Big
Tip
Tie video to donor successes

40. Big
Tip
Thank your donors

42. Every Google+ Hangout On Air can be
automatically saved to your YouTube account.
Big
Tip

43. The “old” secret social weapon
Big
Trend

44. How many email addresses
are in your database?
Average charity has 1000
email addresses for every
103 Facebook fans…

46. Combined email & social media
marketing = 28% higher open rate

48. Email integration with social goals

49. Big
Tip
Use social to source valuable addresses

50. Big
Tip
Use social to share your email content
22% of people regularly share email
content with their networks!

51. The unavoidable intersection
of social & mobile
Big
Trend

52. Canada is catching up?
Smartphone penetration
is reaching 50%
Smartphones sales now surpass
computersales globally.

53. Mobilegiving.ca
4% of mobile users have
donated by text in Canada
47% of text donors were
prompted by TV

54. Trends for Mobile Channels
24 % decrease in the number
of organizations with active
text-to-give programs
27% increase in the use of
mobile websites …

55. Mobile web

56. The visible mobile channel
12% of traffic to our
fundraising& donation pages
is from mobile devices…

57. The visible mobile channel
10-17% of peer-to-peer
fundraising participants
are logging in on a mobile
device…

58. In peer-driven or crowdsourced
campaigns across our platform ...
3 - 7% of donations
are made through mobile devices

59. Mobile donation
is no longer a
“nice to have”.
Big
Tip

60. Mobile Facebook users are
2x more active
than non-mobile users

61. Most Twitter users access
your tweets through a
mobile client.
60%
Big
Tip

62. Charities & Mobile Apps ...

63. Mobile apps for
fundraising

64. The power of push notifications

65. How does mobile impact fundraising?
24% of event
registrants logged
into fundraising tools
on mobile web, used
a mobile app or
fundraised with both.

66. Event participants who use mobile apps
for fundraising raise 2.2x more
than non-mobile participants

67. Participants who use mobile web & mobile
apps raise 2.9x more.
&

68. Why?

69. Number of donations per participant
Do mobile
participants
get more
donations?
Yes!
Using mobile web & mobile apps
increases the number of donations
by 113%
Yep

70. Impact on activation?

71. Mobile is a sweet spot
for peer-driven or crowdsourced
events & campaigns
Big
Tip

72. Mobile
Payment
Option
Expansion

73. Your New
Offsite Toolkits

74. Text WARHOL
to 69866 to subscribe!
Get SMS numbers in your database
Big
Tip

75. Epic Mobile Messaging!

76. Use mobile optimized platforms
Big
Tip

77. Google GoMo: www.howtogomo.com
Big
Tip

79. Social advertising
Big
Trend

80. Where are the trends going?
89% of all agencies
spend ad dollars on...
… of 2012’s total ad spend
was on
social networking sites!
$4.8
billion

81. You love retargeting!

83. Facebook ads & testimonials
“Our research shows people are 68% more
likely to purchase something when they
see the name of someone they know
associated with it.”
Rosa Birch, Facebook policy team

84. Sponsored Ads & Stories
Cost per Click CPC
vs
Cost per thousand impression CPM

86. Acquisition through social advertising?
193new
participants
ROI: 3.2
29new
participants
ROI: 10

87. Target online supporters even better!

88. Where do your supporters
spend their time …?
Time spent on the internet: 26%
Advertising budget on internet: 22%
Time spent on mobile devices: 10%
Advertising budget on mobile: 1%

89. Visual Storytelling
Big
Trend

90. Complex issue:
Visually
represented

91. The rise of meme culture

92. Quotes & sayings!

93. Visual.ly/create
Big
Tip

94. Pinterest beat YouTube, Reddit, Google+,
LinkedIn & Myspace combined for
referral traffic.
2 million use its Facebook App daily.
Fastest-growing social
network in the last 12
months

95. Pinterest.com/source/yourdomain.org

96. 10% more likely to purchase
Big
Tip

97. Big
Tip
Statigr.am

98. The professionalization of
social media activities
Big
Trend

99. 43% of nonprofits
allocate no budget for
social media activities.

101. What % of your donations are directly
referred from social sites?

102. Not a Google Analytics whiz?

103. Scheduled social reports
Big
Tip

104. Track time & day!
Big
Tip

105. Be first to know ...
Big
Tip

106. Working social into campaign management

107. Editorial Calendars for Social Activities

108. Why Editorial Calendars?
• Simplifies your reporting
• Quantifies the work you do!
• Tracks the time spent on different channels
• Visualizes “real estate” demands
• Identifies top & poorly performing content
Big
Tip
Reminds your coordinators
to ask for money…

109. The New Ultimate Social Buzzword …
“Cross-channel”
or
“Multi-channel”

110. Facebook Fundraising White Paper
Free download at
Artez.com !

111. @snotforprofit ckerr@artez.com
Facebook.com/artezinteractive