Implementing a Social Media Marketing Program for Fundraising

“We need to be on Facebook.” This is not a social media marketing plan.

Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise its not better. Overheard by Avinash Kaushik Analytics Evangelist, Google

Ask yourself... How can social media support our marketing and fundraising objectives?

Ask yourself... “The minute you talk, people will expect you to listen.” What do donors look for in philanthropic social media? information from a highly credible or quality source a trusted organization interacting with other donors interact with philanthropic experts - Community Philanthropy 2.0 Survey, Mashable Josh Bernoff - June 2009 “Why marketers have trouble with full-duplex social technology” Stop thinking “campaigns” and start thinking “conversations.” Marta Kagan Managing Director, Espresso What do my donors want from me?

Social Media Toolbox Peter Kim - wiki.beingpeterkim.com

Choosing the right tool for the job What are you trying to do? Inspire

Choosing the right tool for the job What are you trying to do? Connect

Choosing the right tool for the job What are you trying to do? Communicate

Choosing the right tool for the job What are you trying to do? Communicate in real time

Case study Facebook DonorBadge UC Berkeley New Alumni Challenge

Case study Facebook DonorBadge

MetricsSept 2009 Oct 1-27, 2009 Total number of online donors Donors who used donorbadge81 (13%)68 (17%) Donors who shared on Facebook Newsfeed 47 (8%)31 (8%) Potential no. of friends reached via Newsfeed (avg. no. of friends per donor = 130*) No. of conversions to Giving Site5540 Potential additional gifts $150 / donor) $8,250$6,000 * Facebook Statistics

Case study Facebook DonorBadge

Benefits: extends the network of donors creates word of mouth momentum increases participation through peer influence engages young alums through social networks enriches giving experience with personal touch

Case study Burma: It Can’t Wait Goals: branding/outreach campaign educate and promote action raise awareness and support

Case study Burma: It Can’t Wait 50 videos distributed on YouTube celebs educating and asking for public support videos direct traffic to microsite

Case study Burma: It Can’t Wait microsite provides additional information about Burma encourages people to spread the word about conditions invites people to help raise money to support relief efforts

Case study Burma: It Can’t Wait facebook app provides info on campaign encourages word-of-mouth marketing, participating link to support campaign

Case study Burma: It Can’t Wait Results: 1M+ views of videos video embedded in 100s of blogs coverage in NYT, LA Times facebook app had 2x average friend-acceptance rate microsite had 6:48 minute average user engagement

Case study #BeatCancer

Social media rules to live by be a “who” not an “it” establish trust listen and learn create social media policy manage risk collect data experiment, lightly

Social media rules to live by be a “who” not an “it”

Social media rules to live by establish trust

Social media rules to live by Listen and learn

Social media rules to live by Create a social media policy

loss of trust community backlash legal action Manage risk Social media rules to live by

Collect data Social media rules to live by “Social Media Measurement: It's Not Impossible” Journal of Interactive Advertising Chris Murdough, Mullen Advertising

Collect data Social media rules to live by Innovative measurement techniques: Facebook campaign that counted how many women were willing to make a statement online about cervical cancer Marketers at Dell seeing if searches on their products were more likely to land on their own blogs than on negative reviews. Josh Bernoff, Forrester Research

Social media rules to live by Experiment lightly, or “Try again. Fail again. Fail better.” One-off student-made video vs. expensive flash campaign Test with emerging technology vs. contract with established vendor Interact with community before putting up Facebook Fan page

Social media: worth the investment?

ownership, advocates people time tools community / risk management long-term commitment

Social media: measuring ROI

Discussion

Case study: Facebook DonorBadge

Case study Facebook DonorBadge