Social media marketing unplugged in calgary may 2011
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Social Media Marketing in a
charitable nonprofit
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Eli on the internet
•Email: [email protected]
•Blog: http://blog.vandergiessen.ca
•LinkedIn: http://ca.linkedin.com/in/elijahv
•Twitter: @elijah
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?
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Do you work for a nonprofit?
Do you volunteer with a nonprofit?
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Goals
1.Support the Foundation’s advocacy work
2.Raise $$ to keep doing the work
3.Help people change individual behaviour
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Build a big list
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Old skoolfor a web team
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AdvocacyHow do I build a large community to support
this work?
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How do you get that kind of
activity?Luck?
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Clicking “Like”
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Getting back on track....
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What did all this activity lead to?
7,000 new names and addresses
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Source of new sign-ups
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% new supporters
New Old
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Fundraising
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Can you fundraise using Social Media
Marketing?
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No(mostly!)
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Facebook Causes
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Facebook Causes - top fundraising
groups
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Publicity stunt
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They need leads
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Sweet, delicious leads
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# of # of leadsleads
response response raterate
# of # of transactitransacti
onsons
EmailEmail 100,000 0.29% 285
FacebookFacebook 120,000 0.01% 14
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People won’t donate via social
mediaBut those same people will give if I ask them
via email or the phone or mail.
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Things to remember
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•Let no opportunity to build your list pass you by - find a reason for your audience to share contact information with you (persistent and obnoxious!)
•Track everything. Don’t be afraid of mountains of data.
•Social Media isn’t a replacement for other marketing channels and techniques - it plays a support role
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Questions?
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How to reach me
•Email: [email protected]
•Blog: http://blog.vandergiessen.ca
•LinkedIn: http://ca.linkedin.com/in/elijahv
•Twitter: @elijah