Social Media and the Next Generation of Canadian Giving
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Transcript of Social Media and the Next Generation of Canadian Giving
What do they really ?
WHO ARE WE?
Mike Johnston
Founder, hjc,Integrated Fundraising Consultants
Integrated Fundraising Specialists
Danielle Johnson Vermenton
Senior Interactive Consultant -- Blackbaud
Strategic, Data-Driven Multi-Channel Marketing
• Released Sept. 2013• Exploring multi-channel
preferences and charitable habits of 4 generations of Canadians
• Featured in: Hilborn Charity eNews, The
Agitator, NTEN blog, Charity Village…
Download the full report: http://www.hjcnewmedia.com/nextgencanadiangiving2013/
NEXT GEN: A LANDMARK SURVEY
HOUSE CLEANING TIPS..
A CHANCE FOR FUNDRAISERS
...to listen to donors.
SOCIAL MEDIA CAN BE OVERWHELMING
WHY IS SOCIAL MEDIA IMPORTANT?
Traditional: physical communities
workplace
neighborhood
church
Now: electronic communities of interest
professionalnetworks
‘virtual’friends
Interest-sharing networks
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Use it but Not Regularly Use it Regularly
DONORS ARE USING SOCIAL MEDIA…
Change.org 99%
Twitter 41%
Instagram 22%
Facebook 17%
LinkedIn 48%
YouTube 59%
Flickr 91%
Pinterest 37%
GEN Y NETWORK PREFERENCES
Change.org 95%
Twitter 23%
Instagram 25%
Facebook 47%
LinkedIn 77%
YouTube 15%
Flickr 7%
Pinterest 60%
GEN X NETWORK PREFERENCES
Change.org 40%
Twitter 22%
Instagram 16%
Facebook 12%
LinkedIn 80%
YouTube 65%
Flickr 4%
Pinterest 1%
BOOMER NETWORK PREFERENCES
Change.org 8%
Twitter 61%
Instagram 1%
Facebook 2%
LinkedIn 25%
YouTube 7%
Flickr 64%
Pinterest 12%
CIVICS NETWORK PREFERENCES
• What is the role of social media for non-profits?• What are the preferred social networks of each
generation? • What role does social media play in Canadian
giving?• How can I use social media strategically?
THE UNKNOWNS
TAKE-AWAY’S FROM TODAY
• Which of my donors are using social media?• How do they use social media?• Do they value our social media efforts?• How can I engage my donors more effectively
using social media?• What should I concentrate my social media
efforts on?
WHAT TYPE OF DONOR IS USING SOCIAL MEDIA?
GEN Y• Most Active on social networks• Early adopters
• Willingness to try new networks but have preferences
• Most willing to connect, promote, and donate to your charity via social media
• Most active group on YouTube, Facebook, Pinterest, Instagram, Change.org, Care2
GEN X• Also heavy internet users• Not as quick to adopt new
social networks• Comfortable supporting
charities through social media
• Most active group on LinkedIn, Flickr
• Highly active on YouTube, Facebook, Twitter
BOOMERS
• Frequent internet users• Selective on networks they
join and participate• Active on YouTube, Facebook
and LinkedIn• Significantly smaller portion of
users on Twitter, Foursquare, Flickr, Pinterest, Flickr, Instagram
CIVICS• Civics spending as much time
online as any other age group• Active on some social networks
but are more passive when it comes to usage
• Engagement increased on Facebook, YouTube, and LinkedIn since 2010
• A quarter of Civics are on LinkedIn• Least active on Care2,
Change.org, Instagram, Pinterest, Twitter
SOCIAL ENGAGEMENT
DO THEY JOIN CAUSES ON SOCIAL NETWORKS?
Joined a Non Profit and/or Charitable Causes Social Network Group
28.0%
24.0%
12.0%
5.0%
GenY GenX Boomers Civics
THINK ABOUT THE BRANDING MIX
• Yes! Mainstream media remains important for recruiting new supporters
• What if your non profit doesn’t have the budget?
• There is hope! Online/social media is a great way to cost-effectively build brand and engage
ROE
ROE IS THE NEW ROI
• Return on Engagement is a better way to track your social media efforts
• Are your donors engaging with you through social networks?
• But as Fundraisers:• Ensure donation pages and social media
links are trackable!
Follow on social media
Share about charity on FB
Follow a charity’s Twitter feed
Fundraise using social media
Pin something about charity on Pinterest
Participate/watch a Google Hangout
58%
52%
37%
34%
24%
14%
38%
30%
21%
22%
9%
5%
16%
11%
5%
4%
2%
1%
8%
8%
3%
2%
1%
1%
Gen Y Gen X Boomers Matures
WHAT ARE THEY DOING ONLINE?
• Donors value your social media presence – especially younger donors
• Social media is important as a place where donors learn about you and interact with your cause
• Connect with these donors to convert them into evangelizers for your cause
WHAT DOES THAT MEAN FOR YOU?
EVANGELIZERS
WHO ARE YOUR EVANGELIZERS?
• Social media is a modern day soapbox for causes and non-profits.
• More than half of Canadian donors are comfortable telling others about the causes they support.
Gen Y Gen X Boomers Civics0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Promote Charity Through FacebookRaise Money for Charity Through Social Media
THEY PROMOTE AND RAISE MONEY FOR YOU
SOCIAL GIVING?
DONATED THROUGH SOCIAL MEDIA IN THE PAST 12 MONTHS
Checkout DonationOnline Donation
Honor/TributePurchase for Proceeds
Pledge at EventMailed Check/Credit Card
Door to Door*Monthly Debit
Street Canvassing*Third Party Vendor
Email*Phone
Radio/TV*Online Ad*
Will/Planned GiftMobile/Text
Social Networking SiteStocks, Bonds, Property
56%41%41%
36%35%
32%32%
26%22%
15%13%
12%6%5%5%4%4%
2%
GenY
GenX
Boomers
Civics
6.0%
4.0%
3.0%
2.0%
4% more American Civics promoted charities through social media
AMERICAN DONORS
American Gen X and Boomers find social media appeals 11% and 6% more acceptable than their Canadian counterparts
Canadian Gen Xers are 8% more interested in viewing video posted by charities and supporters
FUTURE OPPORTUNITIES
• Seeing your impact through imagery resonates well with all generations• Gen Y would view charity’s photo stream
and contribute video directly to charity• Gen X would follow a charity’s photo stream• Boomers and Civics would watch charity
video
View Video Posted or Sent by Charity of its Supporters
Contribute Video Directly to Charity or YouTube Group
View Charity's Photo Stream
Participate or Watch a Google Hangout
Follow Charitable group on Social Network
Pin Charitable Pinterest posts
Raise Money through Social Media
Share Photos, Links
27.0%
15.0%
25.0%
14.0%
15.0%
16.0%
22.0%
18.0%
14.0%GEN Y GEN X BOOMERS MATURES
Follow on Twitter 25% 19% 10% 5%
Share photos or links 20% 24% 17% 9%
Raise money through social media 35% 26% 20% 9%
Pin charitable Pinterest pins 27% 19% 13% 7%
Follow charitable group on social network
17% 19% 15% 6%
Participated in a Google hangout 27% 18% 10% 4%
View Charity’s Photo Stream 35% 31% 21% 13%
Contribute video directly to charity 33% 16% 11% 5%
View video posted or sent by charity or its supporters
24% 30% 29% 21%
• All generations are using social media• Gen Y remains most active in social media• Facebook & YouTube remain most popular by
far• Most donors are willing to share/promote causes
with their networks• Donors really like images and videos of your
cause• Donations through social networks remains a
small percentage of total revenue
NEXTGEN: KEY FINDINGS
WHAT SHOULD YOU BE DOING ON SOCIAL MEDIA?
YOU’VE GOT TO BUILD
Awareness
Volunteers
Impact to revenue
Crowd source ideas & resources
Don’t think wall…think mall-Utilize the timeline & profile pictures -Encourage engagement, let fans post and always respond-Add a Donate & eNews sign up tab-Post updates, breaking news, questions, images, video-Fill out the About You section
Most popular site-Participate in the Nonprofit program-Add a Donate banner to your videos-Be casual-Enable comments-Optimize for search-Brand your channel
Short & too the point-Brand your page-Tweet as a person, don’t be institutional-Check out the competition & trail blazers-Engage your donors & volunteers
Video & image community-Can integrate with Facebook, twitter & blogs-Can embed on your website -Great for posting event pics, volunteer projects, TY images
THE CONVERSATION
Be human, honest, helpful
Have a distinct voice & personality
Be open to feedback (yes, even the negative)
Sincerity is of the utmost importance
Make it about the people participating, not you
Talk with, not at, people
#1 rule of all social media sites
KNOW your audience
Put a like button and integrate your social media in your email signature
Ask staff to do it too, require it as part of the organization signature template
Update email stationery with social media icons & links to your pages
Ask supporters to fan, like, friend, follow you
Add a share button when people make a donation
Check out http://wisestamp.com for resources
TIPS FOR GETTING MORE FRIENDS, FANS, FOLLOWERS…WHATEVER!
The ripple effect on FB -- for every 1000 friends/fans that equates to around 70 views for impressions (that is on the high end of looking at 100 NPOs).
ENGAGEMENT THROUGH PINTEREST
VIDEOS – NO MATTER THE BUDGET
STEWARD YOUR DONORSMAKE SOCIAL MEDIA PART OF YOUR GRATITUDE STRATEGY
Amplify with social media
Create moments
Have a conversation
It’s free!
• Post a shout out
• Share photos and tag the donor
• Tweet campaign updates, program updates, client quotes
• Ask clients/recipients to post their stories
• Ask donors to post on twitter or Facebook and tag your organization
• Use your FB cover to celebrate
• Celebrate your donors on your blog
• Create videos
More resources to get you started5 Creative Ways to Say TY to your Facebook fanshttp://social.razoo.com/2012/09/five-creative-ways-to-thank-your-facebook-fans/
Get creative with Timeline Cover photoshttp://www.hongkiat.com/blog/creative-facebook-timeline-covers/
Make photos come to life with video & music (for free!) http://animoto.com/
42 Creative Pinterest Ideas for Nonprofitshttp://www.frogloop.com/care2blog/2012/1/13/steal-these-42-creative-pinterest-ideas-for-nonprofits.html
Follow John Haydon / Inbound Zombie on Facebook - the guru of nonprofit social mediahttps://www.facebook.com/InboundZombie
TO DO’S• Have a presence• Be social• Integrate – think cross-channel to build
committed supporters• Remember that social media is most
powerful when it can combine with the ‘human movement’
• Find a way to calculate ROE & ROI for different results (i.e. Fundraising vs. List building vs. Awareness building)
CONSIDERATIONS
• Does this make sense for my organization?
• Can I leverage existing content?
• Can I find imagery showing impact?
• Can my organization make video accessible to our donors?
• Can I access the individual fundraisers and donors for further cultivation?
6 THINGS TO KNOW FOR SOCIAL EXCELLENCE
1. DEFINE SUCCESS
Q: How do you know what’s successful if you don’t know what success looks like?
A: You don’t
Solution: Take objectives and create goals
BE SMART
• Specific
• Measurable
• Attainable
• Realistic
• Timely
“Raise $1000 on Facebook with integrated campaign by
December 2014”
“Reach 750 followers on Twitter by June 2014”
2. CREATE & PRIORITIZE CONTENT
YOU
News
Social Media
Programs
Research
Colleagues
Friends
3. GET INTERNAL BUY-IN
•Get in front of your management teams•Show, don’t tell•Help them start their own accounts
4. INTEGRATE
5. KNOW METRICS BEFORE CAMPAIGN
Facebook Twitter Pinterest General
Facebook “likes” (previously fans)
Number organization mentions
Impactful Images and videos Media Coverage from social media
Funds raised on Facebook Causes/ social presence
Twitter retweets Links back to site Social Shares from respective outlets
# of tags on Facebook Number of Twitter followers over time
Educational/Advocacy pins Number of new supporters in housefile from social
Number of Facebook event RSVPs
Mentions of brand/ organization
Referring traffic to main site from Pinterest
Referring traffic to campaign landing page(s)
Number of Facebook “likes” of organization post(s)
Influencer pick-up of tweets Links back to event/campaign page
Number of click-throughs to campaign from each source
Shares of event on Facebook Twitter lists organization “listed”
Pin your donation pages Number of user-generated submissions
Number of sign-ups on or sourced through Facebook
Twitter-sourced donations Leverage symbolic giving through Pinterest boards
Number of video calls to action taken (URL visits, regs)
Number of influencers who share message with network
Number of key influencers who share message on behalf
Pinterest Boards by campaign
WH
ATH
OW
MAN
YWHEN
6. “CALENDARIZING” CONTENT
• Central “social” calendar to plan content like:• Events• Email messages• Campaigns• Newsworthy updates• Calls to action• Volunteer opportunities• Feedback opportunities to supporters
Sync with overall communications plan!
Monday Tuesday Wednesday Thursday Friday
Facebook Link to video highlights from annual event
Ask followers to share event memories
Share mission-related news
Provide update on future event
Share resource to supporters (article, report, etc)
Last push for supporters to get excited for tonight’s event
YouTube Vide highlights from annual event
Video of impact last year’s event made possible
Beneficiary video on last year’s event
Photo Stream
Annual event photos
Ask followers to share their photos from last year’s event
Sneak peak of this year’s event
Ask supporters to share photos getting ready for tomorrow’s event
Volunteers getting ready for event
KEY LEARNINGS• Don’t overlook social media as complement to
your other branding activities – it DOES work• Social media represents a small portion of
Canadian giving• Use social media to steward, engage and
connect personally with your prospective and existing supporters
• Use imagery and videos to show impact
A fun, helpful reminder of highlights of the Next Generation of Canadian Giving study
http://www.hjcnewmedia.com/nextgencanadiangiving2013/infographic/
• Promoting active discussion of integrated marketing in the nonprofit sector
• Sign up to find inspiration through:• Case studies • Fresh ideas• Practical tips
www.imabgroup.net
Twitter: @TheIMAB
THE INTEGRATED MARKETING ADVISORY BOARD