Cracking the code of communicating with younger donors through social media
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Presentation given to AFP Permian Basin Chapter on August 23, 2017
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Cracking the code of communicating with younger donors through social media
- 1. Cracking the code of communicating with younger donors #xydonors Lisa M. Chmiola, CFRE @houdatlisa, @fablanthropy AFP Permian Basin Chapter August 23, 2017
- 2. #xydonors Source: “The Next Generation of American Giving,” Blackbaud, August 2013
- 3. What we’ll cover • Generational differences • Communicating with Gen X &Y • Success stories • Integration of communication & fundraising #xydonors
- 4. #xydonors
- 5. Talkin’ ‘bout my generation: Matures (72+) #xydonors Avg gift = $1,367 88% give Source: Blackbaud, “The Next Generation of American Giving”
- 6. Talkin’ ‘bout my generation: Boomers (53-71) #xydonors Avg gift = $1,21272% give Source: Blackbaud, “The Next Generation of American Giving”
- 7. Talkin’ ‘bout my generation: Gen X (37-52) #xydonors Avg gift = $732 59% give Source: Blackbaud, “The Next Generation of American Giving”
- 8. Talkin’ ‘bout my generation: Gen Y (22-36) #xydonors Avg gift = $481 60% give Source: Blackbaud, “The Next Generation of American Giving”
- 9. Millennial Trends in Philanthropy #xydonors People vs. organization Small actions first Source: 2014 Millennial Impact Report
- 10. Millennial Trends in Philanthropy #xydonors Off-site experience Peer- influenced Source: 2014 Millennial Impact Report
- 12. Learning the Language • Email • Blogging • Video • Social Media • Crowdfunding • Giving Days #xydonors
- 13. Email • A strong email can complement other tools, but takes double action: opening the message and clicking through • Critical points to consider: #xydonors Source: CauseVox, “11 Fundraising Email Best Practices to Drive High Response Rates” • Segment • Send time • Storytelling/Images • Length • Mobile-Friendly • Call to Action
- 14. Email #xydonors Source: 4aGoodCause, “5 Examples of Great Fundraising Appeal Emails”
- 15. Blogging • Online journaling: “blog” evolved from “weblog” • Dynamic: quickly updated with new posts (content) • Storytelling is key • Can boost/provide online presence • Various tools exist; Tumblr widely used by nonprofits • Average user is 34; more than half are under 25 • Can use as content sharing hub to other social media • Offers mobile optimization via app, customization features #xydonors Source: Frontstream, “Five reasons why your nonprofit should be on Tumblr!”
- 17. Video • Online viewership is increasing on all platforms, and video offers a captivating way to communicate • Critical points to consider: • Storytelling • Length • Call to Action • Easy to share #xydonors Source: Network for Good, “11 Rules of Video Fundraising”
- 18. Video #xydonors
- 19. Social Media • Consider where the audience is you’d like to reach • Keep message concise and include a call to action • Messages are easy for audiences to re-share • Consider visual platforms like Pinterest: • Use to expand existing online visual presence • Search your URL to see if your content already is present on platform • Share pins from like-minded organizations #xydonors Source: CauseVox, “Pinterest for Nonprofits & Social Good”
- 20. Social Media – Pinterest #xydonors
- 21. Crowdfunding • Can offer organizations a way to accept gifts online • Best chance for success: have lead gift ready to go, possibly use as a challenge gift to match contributions • Consider a policy related to third-party fundraisers on platforms #xydonors
- 23. Giving Days • Specific day for your organization vs. joining an existing day (e.g. #GivingTuesday, Great Give) • Plan ahead • Set a goal • Form a team • Communicate early and often #xydonors
- 24. West Palm Beach #GreatGive17 #xydonors
- 25. How to choose tools? Explore your donor/volunteer base! Consider: • Target audience • Messaging content • Messaging tools #xydonors
- 26. Integration Ideas • Digital marketing as agenda item • Designated volunteers to capture/share photo/video content • Set specific, realistic digital marketing goals • Leverage board members, major donors, volunteers to create content #xydonors
- 27. Keep it in perspective… Let’s connect! @houdatlisa houdatlisa@gmail.com @fablanthropy fablanthropy.com #xydonors
Notas del editor
- Just because they aren’t the majority now, don’t ignore these generations.
- https://www.blackbaud.com/nonprofit-resources/generational-giving-report-infographic Born 1945 and earlier Represent 26% of total giving 27.1 million U.S. donors 88% give Avg gift = $1,367 Support 6.2 charities Top priority causes: place of worship, local social service, troops/veterans
- Born 1946-1964 Represent 43% of total giving 51 million U.S. donors 72% give Avg gift = $1,212 Support 4.5 charities Top priority causes: place of worship, local social service, animal rescue/protection
- Born 1965-1980 Represent 20% of total giving 39.5 million U.S. donors 59% give Avg gift = $732 Support 3.9 charities Top priority causes: place of worship, local social service, animal rescue/protection
- Born 1981-1995 Represent 11% of total giving 32.8 million U.S. donors 60% give Avg gift = $481 Support 3.3 charities Top priority causes: children’s charities, human rights/international development, victims of crime/abuse (very different!)
- Helping people, not institutions Supporting causes, not organizations Performing smaller actions before fully committing Influenced by decisions/behaviors of peers Time, money, network all equal value Experience an organization’s work without being on site
- http://www.mrss.com/lab/benchmarks2017/ Email revenue grew 24% last year, but open rates declined to 15%. Revenue from email messaging was 26% of all online revenue. https://www.causevox.com/blog/11-fundraising-email-best-practices-drive-high-response-rates/ Segmenting-you craft mail or in person asks, so why not email? Very easy to do in your database by program need, age, etc. Experiment with send time to see what gets most opens. Often midday/midweek is best Draw your donors in to the why Short is better, 2-4 medium paragraphs max 53% emails read on phone-if not optimized you are missing out Make the call to action clear, and also be sure contact info is in the footer in case there are questions
- http://www.4agoodcause.com/blog/article-5-examples-of-great-fundraising-appeal-emails.aspx Great visual, limited text, clear call to action and contact info in footer
- Lisa-Tumblr is owned by Yahoo. 420 million users as of October 2014 with 217 million blogs. They say 64% of users care about social causes and look for them on the platform. Format makes for easy re-sharing of content, not only on Tumblr platform but other social media apps. This is why Frontstream recommends organizations with Content Management systems where web updates aren’t quick and easy should think about a Tumblr blog.
- Alberta Cancer foundation is using Tumblr like a blog AND a website – great alternative for some nonprofits. Go to live site and show embedded Twitter feed. Lots of donor testimonies.
- M+R benchmarks: web traffic was up 4%, email list sizes grew by 10%, Facebook fans increased 23%, Twitter 50%, Instagram 101%. http://www.networkforgood.com/nonprofitblog/11-rules-video-fundraising/ Strategize your storytelling: who will speak, what message will be communicated. Prep key talking points. Length depends on platform: video 3 mins or less, but IG is only 1 minute Make sure a clear call to action is communicated! Consider a YouTube or Vimeo channel for easy re-sharing, and make sure you are sharing it on other social media.
- https://studentlifecenter.st-agnes.org/page Uploaded directly to FB: 25k views, 380, interactions, 250 shares. Continued video updates Flyby Fridays using drone to capture construction progress
- https://www.causevox.com/pinterest-for-nonprofits/ Pinterest: Harvard Institute of Politics: 18 to 29 year olds jumped from 25 to 33% usage in a six month period fall 2013 spring 2014. High usage among women. Visual-great for infographics. Also can be used to share org history. Key if you’re a health org-share recipes or fitness tips.
- https://www.pinterest.com/juniorleaguehou/?eq=junior%20leag&etslf=6303 Mix of fundraising events, community outreach, and volunteer initiatives (book club)
- https://ssir.org/articles/entry/crowdfunding_for_nonprofits Be mindful of fees platforms charge No different than other methods: ask your nearest and dearest first People could set up a CF for your org without you knowing, how will you address?
- https://www.kickstarter.com/projects/589813043/restore-historic-mission-control Campaign within a campaign: The nearby City of Webster, Texas, was home to many of the flight controllers, engineers, scientists and other Apollo-program personnel during the heyday of Apollo. In early 2017, the City of Webster stepped forward with a lead gift of $3.1 million for the campaign. On top of this major contribution, they added a challenge grant to encourage broad public participation in the campaign. “The Webster Challenge” will match your gifts, dollar for dollar up to a maximum of $400,000, to help us meet our $5 million goal to restore Historic Mission Control. This Kickstarter campaign and the “Webster Challenge” is your chance to take part in this important mission.
- http://www.thefundraisingauthority.com/fundraising-ideas/nonprofit-giving-day/ A specific day could draw more attention and you can tie it to a meaningful day in your org, but you’ll have to create your own buzz Typically start getting the word out four weeks in advance Integrate it everywhere: mail, email, social, calls, committees, traditional media
- http://greatgiveflorida.org more than $2M from more than 8700 gifts to 450 NP. Integrated social/email campaign https://twitter.com/hashtag/greatgive17 https://www.amazon.com/IK-Multimedia-handeld-condenser-smartphones/dp/B004IA8F50 New this year, 2 week photo countdown on FB and Twitter. Contest with prize of $250 bonus to org. Did Livestreaming at 11:55 pm right before midnight kickoff, announced winner. Did a few more live posts during day to show behind the scenes. Suggests host for live streams, and maybe a camera stablizer and mics like iRig. Also did a drone video. Fail: weak wifi signal during one broadcast-test in advance or connect via ethernet hard wire.
- Emily-97% of Millennials prefer skills based volunteering. -If you engage volunteers like this, though, make sure to have a social media policy in place (AFP website has examples, Lisa and Dave are experts). -Utilizing Giving Tuesday is a great way to dip your toe in - lots of resources created for you. -Leveraging: videos, live tweeting, platform “take overs”
- Emily-Don’t be afraid to try something new! Have multiple goals for new communications If it doesn’t work, don’t be afraid to change things up/try again/re-evaluate. -Flops happen in the digital world ALL THE TIME -This way, you’ll get SOMEthing out of your efforts regardless of if it flops.