2. About Firefly Partners
• Website Design, Development, Strategy & Data Services
• All Firefly staff have nonprofit backgrounds
• Effective project management processes
• Our approach combines high touch & high tech
• We’re invested in helping you plan, launch and learn the
best practices in online communication and engagement
3. General Online Glossary
Constituent = Supporter of your organization
House File = Audience who has opted into email communication
Landing Page = Special web page promoting your campaign
Thank You Page = Web page seen after donor makes gift
Autoresponder = email message(s) sent to thank donor
Custom Share = Images used on social networking sites
Promo Block = Image used to promote your campaign online
Mobile Donation Form = Designed for use on mobile device
Text to Give = Donors can add a small gift to their cell bill
Embedded Forms = Forms used ‘inside’ places like Facebook
Donate Button = You know what this is!
5. Social Media Glossary
Online Community = Supporters in your social media networks
Home Base= Website or anything else you fully control
Outpost= Online places that are controlled by others
Like/Fan/Friend = Actions taken by supporters
Post= An article, image or other item published to Facebook
Share= A post that is able to be displayed by others
Facebook Ad= Targeted display ad; pay per click or impression
Facebook Timeline/Wall= Page of an individual or organization
Twitter= Microblogging Service
Tweet = Short text or image post (can be retweeted by others)
Followers= People who subscribe to get your tweets
Pinterest= Visual Bookmarking site
6. Why Use Social Media?
It’s Great For:
Creating Awareness
Starting & Nurturing Relationships
Storytelling
Peer to Peer Sharing
Reporting on Outcomes
Thanking Supporters (Individually or Collectively)
Reputation Management
Low Investment Actions
7. Who is Using Social Media?
No 1-6 7-12 13-23 2-3 3-4 +4
Presence months months months years years years
Facebook 2% 7% 14% 29% 33% 11% 5%
Twitter 26% 9% 14% 24% 20% 6% 1%
YouTube 34% 10% 10% 17% 18% 7% 4%
LinkedIn 52% 8% 11% 14% 10% 3% 1%
Flickr 68% 5% 4% 8% 10% 4% 2%
Google+ 74% 18% 3% 2% 0% 0% 0%
Four 91% 0% 0% 10% 2% 2% 3%
Square
8.
9. Supporter Age is Moot
From the Pew Internet Project:
As of April 2012, 53% of American adults ages 65 and
older use the internet or email.
• Among internet users ages 65 and older, 70% use
the internet on a typical day. (Overall, 82% of all adult
internet users go online on an average day.)
• From April 2009 to May 2011, social networking site
use among internet users ages 65 and older grew
150%. As of June 2012: 1 out of 3 older adults uses
social networking sites like Facebook and LinkedIn.
10. Are We Ready?
We have a communication & engagement strategy
We’ve experienced success via email & offline
We’re in it for the long haul (we have capacity)
Executive Leadership is on board
We are willing to learn as we go
Failure IS an option
13. The Mystery of Social Media ROI
Average Cost of a Facebook Like: $3.50
Average Cost of a Twitter Follower: $2.05
Average Value of a Facebook Follower: $161 - $214
Average Value of a Twitter Follower: $2.00
Average Value of A Pinterest Friend: $5.00
15. Five Social Media ROI Models
Amplification Model: Measures the dollar value of social
media activity as if it were purchased through means.
Social Traffic versus Ads: Compares the cost of website traffic
from social media to the cost of website traffic from display
advertising.
Visitor Quality: Evaluates the quality of visitors that come
from social media versus those who come from other means.
Facebook Fan Revenue: Estimates the business value from
new Facebook fans.
Social Media to Website: Measures the impact on traffic to
business-driving “goal” pages.
17. Social Media NPO Trends
Commercial social network use by NPOs is now mainstream ; NPOs are
generally optimistic about continued use.
Facebook use by NPOs is at saturation levels – average community
size continues to grow; Twitter adoption is still growing
Investments are largely justified by soft ROI with just a small number
of organizations justifying resource allocation tied to revenue returns
Facebook fundraising success is enjoyed by a select group
Generally, communications and marketing departments ‘own’ social
media networks
18. Who Is Getting It Right?
Animal Organization:
Best Friends Animal Society
Social/Cultural Organization:
MOMA
Environmental Organization:
Center for Reproductive Rights
19. Who Is Getting It Right?
Health/Disease & Disorder Organization:
National Brain Tumor Society
Children’s Organization:
Home for Little Wanderers
Humanitarian Organization:
Action Against Hunger
20. Social Media Guidelines
Face Book Twitter
• Embed forms and petitions • Share your thoughts and
• Use Subscribe Feature opinions
• Explore Face Book ads • Offer incentives to act or get
• Post consistently and involved
• Post consistently and
frequent
frequently
21. Planning for Social Media
Typical Face Book & Twitter Components
• Plan daily tweet and post content ahead of time
•Embed forms in your Facebook pages
• Add ‘ask’ language and donation form link to You Tube
videos
