BEYOND THE ‘LIKE’ — Secrets for Converting Your Catholic Organization’s Social Followers

To Engaged Participants and Key Supporters —

TODAY’S PRESENTERS

ROB FAUGHNANDirector of Stewardship and Development, Diocese of Colorado Springs

LESLEY SNYDERDirector of Digital Strategy and Corporate Staffing, CCS

GARY HAWKINSCorporate Vice President, CCS

LEARNING OBJECTIVESLEARNING OBJECTIVES

CREATE TRACK MEASURE

How to create and incentivize highly sharable content that’s not expensiveand can be produced by anyone.

How to track conversions from ‘likes’ toengaged donors and participants.

How to measure ROI and use metricsto steer future strategies and budgetingdecisions .

E-PHILANTHROPY DEFINED

Social Media

Communication

Data Storage and Use

Online Giving

ONLINE GIVING TRENDS

• The dominate giving channel for new donors 64 years old and younger is online.

• Revenue and household income for online acquired donors is significantly higher than for offline acquired donors.

• It has become increasingly common for new donors to give their first gift online.

• Every year, large proportions of online-acquired donors switch from online giving to offline sources – primarily to

direct mail.

$1.43 billion was raised online,

6.7% of all fundraising in 2014!

#GivingTuesday increased by

63% since 2013.$45.7 million in

donations reported!

Online giving grew

8.9% in 2014!(compared to an overall

giving increase of 2.1%)

GETTING STARTED WITH SOCIAL MEDIA

KEY ACTIVITIES FACEBOOK TWITTER LINKEDIN BLOG

Attract Donations

Demonstrate Impact

Share Knowledge

Build Communities

Get Pledges Signed

Recruit Staff/Volunteers

KEY CONSIDERATIONS WHEN CHOOSING OUTLETS

Target Audience

• Know where your constituents look for information

Ease of Use

• For your constituents and for those managing your outlets internally

Popularity

• Choose outlets that match the demographics of your audience, not only those that are in favor at the moment

Interactivity

• Choose outlets that encourage active dialogue

FOUR SOCIAL MEDIA TRENDS RE-SHAPING RELIGION

Ministers-On-The-Go

• As the reality of part-time, bi-vocational, and otherwise extra-congregational lay and ordained ministry continues to grow, believers and seekers shaped by digital culture increasingly expect mobile accessibility to everything

Social Prayer

• More than half of the top twenty most engaging pages—those that share content that inspires participants to interact with one another—are religious

Careful Curation

• Curate content that appeals to or productively challenges the interests those in one’s networks, invites conversation, and encourages sharing across networks

A Few New Commandment

s

• Be familiar with the United States Conference of Catholic Bishop’s social media guidelines

LEARNING OBJECTIVESGET INVOLVED: #GIVING TUESDAYReligious Organization Case Studies

UNITED METHODIST CHURCH WORLD VISION JCC OF BALTIMORE

• In 2013, raised over $6.5 Million for the church’s Advance Projects

• In 2014, the General Board of Global Ministries, the mission sending agency of The United Methodist Church, provided a $1 million matching grant to help raise more than $3 Million

• Created toolkits, graphics, logos and other materials for branches around the world to download and lead their own #GivingTuesday campaigns

• Partnered with Thirty-One Gifts, a direct sales company that focuses on personalized handbags and accessories, to double the impact of donors on #GivingTuesday

• For every donation made to World Vision on #GivingTuesday, Thirty-One Gifts donated a Hope Kit (up to 3,100), filled with essential supplies help a woman or girl in need in the U.S. get back on her feet

• In 2012, the JCC of Baltimore ran the most successful #GivingTuesday campaign, bringing in more than $1.2 million dollars

• Building on this success, the JCC replicated their 2012 campaign in 2013 by hosting a day-long telethon, where employees called donors to thank them for their support

• The JCC exceeded their goal and used the day to target lapsed and new donors

MEASUREMENT

Track Conversions

• What activity drives click-throughs to your website?

• What can we do to improve click through rate?

• What content, timing, and other testing should we do to collect data for future improvements?

Analyze the Costs

• FTEs

• Bandwidth/cost per megabyte

• Utility/power

Measure the Impact

• Monitor your website traffic

• Poll your donors

• Ask people to subscribe

• Ask people to become volunteers

• Track fans, followers, friends, subscribers

Determine the ROI

• Exposure

• Engagement

• Influence

• Action

ONLINE BEST PRACTICES

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Keep it simple and consistent

Brand your social media pages

Integrate, interact, engage, and cross populate content

Post regularly

Make it easy to share

Take advantage of social media management tools

Be aware of the risks, such as liability for information posted online, and not having the internal resources to effectively and appropriately manage your online presence

Capitalize on major events, such as text-to-pledge at a gala, press mentions, and high profile, mission-related events

ONLINE BEST PRACTICES: EXAMPLES

Keep it simple and consistent

Capitalize on major events

Brand your social media pages

Make it easy to share

Integrate, interact, engage, and cross populate content

Post regularly