Social Media for nonprofits Stats and tips

Overview ‘Traditional’ vs. social media marketing Time management Preferred social networks for nonprofits Metrics of engagement Megaphone vs. conversation models Wrap up

How nonprofits see marketing Most important communication tools 88% Email and websites (though… 97% of them are on Facebook) Pinnacle of engagement 47% : Donation

Social media is catching up with ‘traditional’ marketing During 2015, and for nonprofits: Email list sizes Facebook followers Twitter followers For non-profits: Social Media Benchmark Study’s 2015 report 11% 42% 37% 3x more Email Social media

Email is still important… 1,000 285 112 Email subscribers FB fans Twitter followers

The importance of mobile (and responsive design) Interviews revealed a complete breakdown – very fractured at best

P2P donations

TIME: SM dedicated staff Lack of staffing: the biggest challenge for non-profits. Vital: share to social media as efficiently as possible ¼ full time person allocated 50% respondents: 1 half time person allocated 50% respondents: 1/4 social media team 1/4 ad-lib Social Media Benchmark Study’s 2012 Social Media Benchmark Study’s 2014

TIME: Other insightful stats Most nonprofits do not have a documented social media strategy. Responsibility typically falls to only one employee. Tracking the social media accounts of donors within a donor database >> a rare practice. The HubSpot Survey Develop the reporting tools Provide ongoing guidance during implementation Attend Board meetings where implementation progress is reported

Hours spent on SM / week: non profits & for profits Over 50% of non-profits 50% for profits 2h or less 6 h or more

Time spent in SM / week (nonprofits)

Non profit / for profit Laurie de Fleuriot • 7 months ago ….I am one of those nonprofit staff people who have 1/4 of my portfolio dedicated to social media. […] one of the challenges […] treat online fundraising activity the same way as a for-profit organization […]- tweak, test, assess, try again.

Preferred social networks for non-profits Facebook (98%) Twitter (~70%) LinkedIn (~55%) YouTube (~45%) Pinterest (~25%) Instagram (~15%) Google+ (~15%) Flickr (~10%) Tumblr (~5%) SlideShare (<5%)

Platforms growing the fastest

What are nonprofits measuring? Facebook Insights Twitter followers. the Case Foundation 60%: no benchmark for what an average engagement rate is on Facebook. 22% the benchmark was 2-4%, (but in reality, only the most engaging posts from nonprofits with highly active communities can hope to attract those numbers).

How do nonprofits use social media? 74 %>>as a megaphone to announce events

A social media sharing plan… Balancing megaphone + conversation … 4-1-1 4 pieces of content from others, 1 reshare, 1 self-serving post 5-3-2 5 pieces of content from others, 3 from you, 2 personal updates Golden Ratio 60% others’ content, 30% your content, 10% promotional Rule of Thirds 1/3 posts about you, 1/3 curated content, 1/3 conversations A VP does exactly what its name suggests: it describes the exclusive, continuous value your donors gain by supporting your cause. A compelling UVP sets your organization apart in a competitive market. It persuades prospective donors to invest in your worthy cause and explains how their sponsorship: makes a difference brings a benefit creates an opportunity that they won’t find elsewhere.

Another social media sharing plan… The 3-part system for non-profits, the “Three A’s”: Appreciation Advocacy Appeals A VP does exactly what its name suggests: it describes the exclusive, continuous value your donors gain by supporting your cause. A compelling UVP sets your organization apart in a competitive market. It persuades prospective donors to invest in your worthy cause and explains how their sponsorship: makes a difference brings a benefit creates an opportunity that they won’t find elsewhere.

Tools for crowdrising Speak to your target audience. Tailor your UVP to resonate with the needs, perceptions, and attitudes of your potential donors. What changes result from your organization’s work – and why should supporters care? How does your approach solve challenges or make a difference to them in a way that others don’t? Focus on a return for investment. Develop a detailed cost analysis to show financial supporters exactly where their money goes, or to illustrate a significant social profit where the overall benefits outweigh the initial cost. Emphasize sustainable, continued value. Show donors that the benefits or rewards of supporting your cause go beyond their initial contribution. How do their contributions enhance their businesses or make a lasting difference in the community?

Wrap Up Determine What You Want to Accomplish Social goals should be clear. You have now become familiarized with the Strategic Planning Process! We will send the Top 5 lists to you via email: Vision/Mission/Strategic Objectives Please review on Thursday as these are the basis of the work to be done tomorrow

7 reasons why social media is perfect for non-profits Wrap Up 7 reasons why social media is perfect for non-profits 1. Get the word out cheaper and faster. 2. Use social context to drive friends of friends to participate. 3. Build a community of supporters. 4. More easily reach the people you’re out to serve. 5. Find and engage influencers to help spread the word. 6. Become a thought leader in the space you serve. 7. Better tell your story. Source: The Huffington Post A VP given in person

The Niles Partners, LLC Thank you!