The hype and potential of social networks

46
ype and Potential of Social Net “One Million Dollars… Justin Perkins Director Nonprofit Strategy [email protected] twitter: @elperko

description

Justin Perkins of Care2 and creator of frogloop.com, Care2's nonprofit marketing blog, shares his experience in working on over 100 nonprofit campaigns to recruit millions of people online. In light of recent hype of social networks such as facebook and twitter, this presentation gives a reality check by calling out the hype, and placing social marketing in context with a broader online strategy. Perkins shares three key principles of online marketing and fundraising: 1. Be prepared to be lucky. 2. Use the right tool for the purpose. 3. Put your supporters first. This presentation also encourages nonprofit fundraisers and campaigners to focus their precious resources on efforts with the highest Return on Investment, which in the case of online fundraising, is still via email, more often than not.

Transcript of The hype and potential of social networks

Page 1: The hype and potential of social networks

The Hype and Potential of Social Networks

“One Million

Dollars…”

Justin PerkinsDirector Nonprofit [email protected]: @elperko

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Are you ready to reach 100,000 supporterstomorrow morning?

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Three Principles of Online Fundraising

1. Be prepared to be lucky

2. Right tool for the right purpose

3. Meet the needs of your supporters

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LUCK

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“Luck happens when preparation meets opportunity.”

—Oprah Winfrey, most famous talk show hostess, ever

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Here’s What DID NOT Happen:

Did not raise over $100,000 in a week online

Did not grow their email list by over 100,000

Did not prepare the organisation to make recurring annual revenue of $100k-$400k

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US Nonprofit ~Email List Size

% of US Population

Oxfam US 500,000 0.2%

Greenpeace 1 Million + 0.4%

Humane Society

1 Million + 0.4%

WWF 1 Million + 0.4%

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To Do: Get Ready to be Lucky

If an opportunity or crisis happened tomorrow, could you reach enough people to help?

frogloop.com/benchmarks

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TOOLS

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Median $ raised from Facebook Causes with > 20,000 Members Median $ raised Non-profit Email lists with < 10,000 Contacts

$47,000$47,000$570$570

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OPPORTUNITY COST =

Better or more profitable opportunities you miss choosing to do something else with your time or money.

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EMAIL$415,000 raised in 1 week

vs.

Facebook Causes$28,000 raised in 1 year

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“If an investment does not have a positive Return On Investment, or if there are other opportunities with a higher ROI, then the investment should be not be undertaken.”

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RETURN ON INVESTMENT (ROI)

=

(Gain from Investment – Cost of Investment)------------------------------

(Cost of Investment)

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Hint: You can raise 50-200 times more money via email

than through an equivalent social network list.

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Mobile phone list

Mobile phone list

Social media “friends”

Social media “friends”

Direct mail listDirect mail list

Email listEmail list Phone listPhone list

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To Do: Choose the Right Tool

Make a list of your goals, first, and then choose the most proven tools to reach that goal.

Frogloop.com/benchmarks

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Supporters

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“Motivation is the art of getting people to do what you want them to do because they want to do it.”

– US President Dwight D. Eisenhower

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Meet Three Human Needs:

1. Connect with a group

2. Have voice heard

2. Create and be creative

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Tell stories

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The Supporter is the Hero

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Keep it Personal

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Make global problem local

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Fulfill the supporter’s needs

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Make People Feel Good

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To Do: Meet Supporters’ Needs

Did you meet your supporters’ need to be part of a group?

To be creative? To have one’s voice heard? Did you tell a story?

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Three Principles of Online Fundraising

1. Be prepared to be lucky

2. Right tool for the right purpose

3. Meet the needs of your supporters

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www.socialnetworkcalculator.comwww.socialnetworkroi.com

Resources

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Contact

Justin PerkinsDirector Nonprofit Strategyjustin @ care2team.comtwitter: @elperkoskype: justinperkins