Grandparents Are On Facebook! - Planned Giving Days · 2017-05-23 · extrapolation of tns data;...

GRANDPARENTS ARE ON FACEBOOK! Social Media’s Impact on Gift Planning

Celebrating Animals | Confronting Cruelty

Jeff Johnson – Marketing Consultant, The Stelter Company

Steven Maughan – Senior Director of Planned Gifts and Estate, HSUS

Cara Holland – Deputy Director, Digital Acquisition Marketing, HSUS

Introduc)ons


• What is the impact and reach of Social Media today?

• Our success with Social Media - - - a case study by HSUS

• You can do it! - - - a guide to getting started

• Q & A

Our Agenda


PART I

The Significanceof Social Media

SITE Category US Rank Page Views Time on SiteGoogle Search Engine 1 18.87 16:54

Facebook Social Networking 2 11.43 20:10

YouTube Social Networking 3 12.91 23:29

Amazon eCommerce 4 12.34 11:44

Yahoo! Web Portal 5 7.13 7:45

Wikipedia Knowledge Portal 6 3.68 4:29

Ebay eCommerce 7 12.75 12:00

Twitter Social Networking 8 5.34 7:58

Reddit Social Networking 9 9.39 15:25

Netflix Entertainment 10 5.57 4:30

LinkedIn Social Networking 11 6.40 7:22

Craiglist Online Classified 12 14.33 13:11

Pinterest Social Networking 13 5.67 6:42

Live.com Web Portal 14 3.99 8:26

Imgur Image Hosting 15 11.88 5:50

Go.com Web Portal 16 4.04 6:03

Bing Search Engine 17 3.07 3:38

Chase Banking Services 18 6.80 6:01

Instagram Social Networking 19 7.89 4:57

Paypal Banking Services 20 4.78 4:05


SOCIAL MEDIA PLATFORMS

ARE

POPULAR

20152014 2016

13

TOTALPOPULATION

INTERNETUSERS

ACTIVE SOCIALMEDIA USERS

MOBILESUBSCRIPTIONS

ACTIVE MOBILESOCIAL USERS

MILLION MILLION MILLION MILLION MILLION

URBANISATION: PENETRATION: PENETRATION: vs. POPULATION: PENETRATION:

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.

DIGITAL IN THE AMERICASJAN2017 KEY STATISTICAL INDICATORS FOR THE REGION’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS

1,006 718 599 1,069 535

81% 71% 60% 106% 53%14

INTERNETUSERS

ACTIVE SOCIALMEDIA USERS

MOBILE SUBSCRIPTIONS

ACTIVE MOBILE SOCIAL USERS

SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016 SINCE JAN 2016

JAN2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT.

+8% +17% -0.3% +22%+53 MILLION +88 MILLION -3 MILLION +98 MILLION

ANNUAL GROWTH IN THE AMERICAS

25

50

75

100

2006 2009 2012 2015 2017

18-29 30-49 50-64 65+

Pew Research Center Survey, January 2017

Social Media Adop)on Con)nues to Accelerate

PART II

HSUSOur Success with

Social Media


Major communication channel which has matured in the last 5 years

Not presently overused or abused •Direct Mail •Email •Telemarketing

Members •Safety •Trustworthiness of content •Major communication portal


Who is your ideal planned giving prospect?

Average Facebook user: 63 year old, female


PG Focused Social Marketing can work for organizations LARGE and SMALL

HSUS StrategyDirect mail appeal to targeted audiences •PG Newsletter with donor story, programmatic impact and a bequest and/or CGA

appeal

Coordinated Social Media campaign (same time, same audience) •68% match of our direct mail prospects with Facebook accounts •80% are viewing our social media promos from mobile or tablet

The goal is to push as many prospects as possible to our planned giving web portal where one can explore, view videos, download an eBrochure or take another action


Impact on the HSUS Planned Giving Program•2016: 78% of planned giving leads originated from Facebook

promos

•Annual double-digit program growth

•## new prospects identified

•$$ in “Letter of Intent” commitments

•Averaging 1,500 new daily visitors to the PG website

•New prospects •5-7 new prospects per weekday •25-30 new prospects every weekend

FUND FOR ANIMALS (45,000 active member organization) •15-20 visitors to our planned giving website (up from 1-5) •2-3 new prospects weekly

PART III

Getting Started


Facebook Advertising

• Prospecting• Retargeting

Website Visits E-Brochure Download


Direct Mail Appeal Facebook Advertising Website Visits E-Brochure Download

Week1 Week2 Week3 Week4

Offline

Online

Newsletter Mailing

Video Advertising

Facebook Prospecting - Direct Ask

Facebook Remarketing – Direct Ask

Channel Integration

Facebook Match• Automatically match

offline donors data to Facebook user IDs

Digital Advertising• 30-second video content

to engage and educate • Direct-ask Newsfeed ads to

drive traffic and convert


Targeting Strategy

Prospecting •Build custom audiences (i.e. pools

of select donor prospects) by matching offline donor data to Facebook IDs.

•Auto-create pools of prospects that “look like” your donors in order to scale prospecting program.

Facebook ads direct prospects to our website, where visitors are prompted to share email information to download an e-brochure.


Targeting Strategy

Remarketing •When prospects visit our website

but fail to download the e-brochure, we continue to serve them a mix of video, single-image and carousel ads reminding them to return to the website and download their free e-brochure.


Creative Strategy

Concept •Positive, Lifestyle •Emphasis on human-animal bond

Ad Types •Video •Single-image •Carousel


Community Relations

Comment Monitoring •Remember…Facebook is a

social platform and your donors will likely use posts to engage in conversation, ask questions and share feedback.


Resources

Strategy Collaborate with your direct mail team and vendors. They may have tools in place and expertise to help!

Tools Facebook Creative Hub Audience Match Hootsuite

Other Tutorials Facebook Advertising Tutorials (YouTube) Getting Started with Facebook Ads (Blog)

https://www.facebook.com/ads/creativehub?ref=fbb_header

https://www.youtube.com/playlist?list=PL1DCB23F4A6FB9619

https://blog.bufferapp.com/the-complete-guide-to-getting-started-with-facebook-ads


DISCUSSION

GRANDPARENTS ARE ON FACEBOOK: Social Media’s Impact on Gift Planning

Grandparents Are On Facebook! - Planned Giving Days · 2017-05-23 · extrapolation of tns data;...

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