Leadership Waterloo RegionSocial Media for Non-ProfitsDelivered on: Tuesday, March 27th, 2012

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Agenda

1.The “Sales” Funnel

2.Moving though the Sales Funnel

3.Janet & Greta Case Study

4.Stryve Group Case Study

5.Non-Profits Using this Approach

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NFPs and Social MediaYou want to…

• Make the best possible use of valuable resources

• Represent organization in a professional manner on a variety of platforms

• Reach out to potential donors, fans, volunteers, staff

• Stimulate growth and exposure

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The Sales Funnel

Generate / Qualify

Sell / Convert

Trade Up / ReferralEvangelize / Referral

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Moving through the Sales Funnel

Goal: Turn suspects and prospects into clients and

super clients

Accomplish this by…

• Make your social media presence follow-worthy

• Incentivize

• Engage

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Stryve GroupAvailable resources…

• Brand new, sleek website

• Large personal and professional networks

Resource gaps…

• Limited marketing budget

• Time sensitive

Solution…

• Cookies for Feedback email promotion

– Reach out to many contacts at once

– Create buzz

– Create a mutually beneficial situation for gaining feedback

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Stryve GroupHow did Stryve Group use incentives to spread the word about their new website?

• Freshly baked branded cookies!

– We collectively reached out to over 2000 contacts via Email, Twitter, Facebook & LinkedIn

promising freshly baked cookies in exchange for website feedback

Cookie Promotion Traction… in 3 hours

• Received over 35 feedback emails

• 21 Facebook “Likes”, 5 Facebook shares

• 10 Tweets/Retweets.

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Janet & Greta PodleskiAvailable resources…

• Excellent, sought-after product

• Genuine desire to connect with fans

• Engaging personalities

Resource gaps…

• Lacked an appropriate outlet to connect with fans

• Limited time (J&G were responding to EACH individual fan email!)

• Traditional book marketing methods are very expensive

Solution…

• Facebook Fan Page

– Reach out to many fans at once

– Build a community

– Engage effectively

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Janet & Greta PodleskiHow did Janet & Greta use incentives to spread the word about their Fan Page?

• Facebook Ad Campaign

– Directed at target market using Facebook demographics

– Inexpensive

• Incentive

– Fans received a free recipe when they “liked” the page

– To a J&G fan, a recipe is a valuable and relevant incentive

– Gives fans a “taste” (no pun intended) for what they will see more of on

the Page as fans

Facebook Fan Page Traction

• Growth of Facebook “Likes” because of the free recipe giveaway

• Further growth and maintenance of an engaged fan following

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J&G Engagement: News & Information

Industry news Current event opinionsLifestyle advice

Care & interestPersonality

Exclusive info

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J&G Engagement: Personal Interaction

Individualized answersTimely response

Reliable presence

Genuine gratitudeRespond to each post

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J&G Engagement: Teasers & Personal

Cross-promotionsExclusive recipe previews

Personal updateRelatable

Human side of the brand

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Why does incentivizing work?• We are bombarded with so many requests for uses of our time

– Something has to catch our eye in order to decide to devote time to it.

Giveaways and other incentives grab attention

• People respond to give and take relationships

– What can I do for you, and what can you do for me?

– People don’t always expect something in return, so when they are

pleasantly surprised they are more likely to become evangelists

• It is most effective when the incentive is related to the brand

– i.e. Recipe in exchange for cookbook newsletter sign-up

– i.e. Branded cookie in exchange for new website feedback

• Adds a personal, human-like touch – People like maintaining relationships

with people rather than corporations/organizations

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Using this Approach as an NFP

• Since one of the goals of a NFP’s existence are about raising

funds, it wouldn’t make sense or look good to donors to use

donated resources to reward people for engaging on social

media. This is why incentivizing via social media is a little bit

different for an NFP than a corporation or brand.

• One thing that people inherently enjoy is the “feel-good feeling”

associated with doing a good deed or contributing to the greater

social good, and of course, being publically recognized for it.

• This is something NFPs can leverage as an incentive.

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Case Study:

What do they do?

What’s the incentive?

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Case Study: via Social MediaCelebrities including Justin

Bieber, Adam Lambert ,

and Will & Jada have

pledged their birthdays

for charity: water.

Reaching out to fans via

social media they have

each raised tens of

thousands of dollars and

encouraged fans to

pledge their birthdays.

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Case Study: Results The results?

Ben Parr’s Birthday “pledge”:

• Donations in lieu of gifts

• Share, “Like”, comment traction

on his own network build the

charity: water following

charity: water results to date

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Case Study:

What do they do?

What’s the incentive?

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Case Study: 2015 Quilt Campaign

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Case Study: via Social Media

Klout – panel as a perk

Facebook - shareability

Twitter – branded hashtag

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Case Study: Results

• Millions of panels created to date – each is numbered and publically viewable

• join (RED) efforts have raised over 180 million dollars to date (results aren’t attributed

to different campaigns)

• More than 7.5 million people have been reached with testing, counseling, treatment,

and other services