1. 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 ZARKS @grovesprof

2. Mission: Connect with charities with donors online

3. @grovesprof

4. 175,000 page views 32,000 sessions

5. 6,781 donations Conversion rate: 21%Conversion rate: 21%

6. First-time donors 2,000 donors (30%) were first-time donors Average donation: $38 @grovesprof

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

8. Engagement: People, not dollars @grovesprof

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

10. The social-media ripple CREATING LOCATING DISTRIBUTING CONNECTING LISTENING

11. Be yourself

13. @grovesprof

15. 2 p.m. – 3 p.m. 3 p.m. – 4 p.m. #GiveOzarks 5 p.m. – 6 p.m.

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

17. 473 of 475 donations came online 76% of its $29,620 total came from online pledges Average online donation: $48 @grovesprof

18. 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 events @grovesprof

21. 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

22. 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

24. 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

28. Find and connect with influencers

31. Traditional media

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

33. 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 specialist @grovesprof

34. Thank you! Dr. Jonathan Groves Associate Professor and Chair, Communication Drury University Twitter: @grovesprof E-mail: jgroves@drury.edujgroves@drury.edu http://socialmediacertificate.net