Developing an online network Connecting with donors for #GiveOzarks 2016 J ONATHAN G ROVES, P H.D. D RURY U NIVERSITY / SGF M EDIA C ONSULTING F EBRUARY.

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Presentation transcript:

Developing an online network Connecting with donors for #GiveOzarks 2016 J ONATHAN G ROVES, P H.D. D RURY U NIVERSITY / SGF M EDIA C ONSULTING F EBRUARY 11, 2016 C OMMUNITY F OUNDATION OF THE O

Mission: Connect with charities with donors online

@grovesprof

175,000 page views 32,000 sessions

6,781 donations Conversion rate: 21%Conversion rate: 21%

First-time donors 2,000 donors (30%) were first-time donors Average donation:

Dedicated donors 4,781 people had donated before Average donation: $61 Also: – 1,091 donors (16%) donated more than once during

Engagement: People, not

Engagement ATTENTION (Message) USAGE (Ease of use) HABIT (Consistent content) COMMUNITY (Participation) SEODESIGN CONTENT/ SOCIAL MEDIA SOCIAL MEDIA/ COMMENTS/ USERS CONNECTION CREATOR AUDIENCE

The social-media ripple CREATING LOCATING DISTRIBUTING CONNECTING LISTENING

Be yourself

@grovesprof

2 p.m. – 3 p.m. 3 p.m. – 4 p.m. #GiveOzarks 5 p.m. – 6 p.m.

Some big winners The Moxie Cinema: – 428 of 440 online GYNCA: – 195 of 197 online Ozarks Food Harvest: – 170 of 175 online

473 of 475 donations came online 76% of its $29,620 total came from online pledges Average online donation:

Why successful? Social-media promotion through Twitter or Facebook Eight out of the top 10 organizations (in terms of number of donations) won #GiveOzarks prizes Live

Evaluate your own usage How involved is your organization with social media? Where do people interact with your organization? How do you connect with people through your content? Consider promoted tweets, posts

Culture: Closed Rhythm: Three to five a day Content: Post images and videos to enhance content. Strategy: Use Pages and Events to offer personal stories Culture: Open Rhythm: Consistent Content: Useful links, with images to catch attention. Strategy: Provide informative content, humor Culture: Mixed Rhythm: One to three posts a day. Content: High- quality photos, short videos Strategy: Promote content contributions through hashtags

Become a curator Find content related to your cause Track interest using analytics Develop hashtags to enhance your connections — especially for events Build authentic connections by providing content of use to the audience

Find and connect with influencers

Traditional media

Think engagement ATTENTION (Message) USAGE (Ease of use) HABIT (Consistent content) COMMUNITY (Participation) SEODESIGN CONTENT/ SOCIAL MEDIA SOCIAL MEDIA/ COMMENTS/ USERS CONNECTION CREATOR AUDIENCE

Key skill: Storytelling Stories are how we learn best. We absorb facts and details and numbers, but we keep them all glued into our head with stories. — Chris Brogan, marketing

Thank you! Dr. Jonathan Groves Associate Professor and Chair, Communication Drury University