It’s common knowledge that nobody is raising money through Twitter or Facebook, right? Wrong. Several organizations have successfully increased their event revenues by giving tools their participants to reach out to donors via social media. This session will review statistics and summary recommendations from a research project jointly developed by Blackbaud and Charity Dynamics to understand how social networking tools from Facebook, Twitter and YouTube can extend Friends Asking Friends and raise more money for your fundraising events.

1. Making Event Participants More
Successful with Social Media Tools
A Joint Research Project from
Charity Dynamics & Blackbaud

2. Making Event Participants More Successful with Social Media Tools
Session Speakers and Agenda
 Speakers
– Mark Davis, Director of Technical Solutions, Blackbaud
– Donna Wilkins, President, Charity Dynamics
 Agenda
– Introductions
– Summary of Research Findings
– Blackbaud Internet Solutions Overview
 Special Thanks
– Jodie Kolkowski, National Consultant, American Heart Association
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #2

3. Making Event Participants More Successful with Social Media Tools
Email as the Historic Driver of Online Growth
Estimated Annual US-Based Online Event Fundraising
$1,000,000,000
$750,000,000
$500,000,000
$250,000,000
$-
2000 2001 2002 2003 2004 2005 2006 2007 2008
Online fundraising represents about 30% of the overall event fundraising
Compared to 5% for the overall giving (Source: Giving USA 2008)
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #3

4. Making Event Participants More Successful with Social Media Tools
People Spend More Time on Social Networking Sites than Email
Source: Nielsen/NetRatings Report March 2009
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #4

5. Making Event Participants More Successful with Social Media Tools
Why Bother with Facebook?
Facebook Statistics1 Email vs. Facebook Fundraising Myth?
• Over 250 million active • 27 Average Emails • Fundraising not
users • 130 Average Facebook successful on Facebook3
• 2/3 outside of college Friends1 • Fundraising Success in
• Fastest growing Events
demographic is 35 years
and older
Sources:
1. Facebook.com Statistics
2. Nielsen/NetRatings Report March 2009
3. Washington Post, April 22, 2009
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #5

6. Making Event Participants More Successful with Social Media Tools
The Promise of Social Media
 Facebook
 Twitter
Source: Google Trends
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #6

7. Making Event Participants More Successful with Social Media Tools
Research Project Outline
 Charity Dynamics / Blackbaud Partnership
 750+ Events in 2009
 Project Objective
– To investigate the impact that social networking sites
like Facebook, Youtube and Twitter have on
fundraising efforts enabled by Sphere® Events™.
 Research Methodology
– Staff Interviews
– Data Analysis
– Participant Surveys
– Website Canvassing
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #7

8. Making Event Participants More Successful with Social Media Tools
Donna Wilkins, President, Charity Dynamics
SUMMARY OF RESEARCH FINDINGS
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #8

9. Making Event Participants More Successful with Social Media Tools
Organic activities Today’s Integrated Tools
 Blogging  YouTube embedded in
 Updating Facebook Friends asking Friends
status  Twitter embedded in
 Adding a link or photo to Friends asking Friends
Facebook or Twitter  FeedRaiser
 Creating a video file  Boundless Fundraising
 Creating a YouTube FAF Facebook
 Tweeting application
 Personalized video
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #9

10. Making Event Participants More Successful with Social Media Tools
Social Networking / Friends Asking Friends
Friends
Social Asking
Friends
Networking
Participants
•Update activities •Active
•Speak up for causes •Community leaders
•Express opinions •Proud of your organization
•Influence others •Emotional stories
•Reach friends & family
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #10

11. Making Event Participants More Successful with Social Media Tools
Research Questions
 Are Facebook and Twitter effective solicitation tools for participants?
 Does using a YouTube video impact a participant’s fundraising success?
 How does email fundraising compare with Social-Media fundraising?
 Who is using these tools?
 What are the best techniques to make sure they are adopted?
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #11

12. Making Event Participants More Successful with Social Media Tools
Email v Tweet v Feed v BF
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #12

13. Making Event Participants More Successful with Social Media Tools
Social Media Impact on Returning Participants
Annual Increase from 2008 to 2009
Additional Social Media
$300.00 Tools Incentivized
$256.72 Returning Participants
$250.00
$225.90
$200.00
Returning Participants
$150.00 Using Twitter for the First
Time Increased Fundraising
Goal 4X Non-Social Media
$100.00 Users.
$70.55
$50.00
$22.97
$0.00
Increase Fundraising
Fundraising Goal Total Donations Goals Matched by
Increase Fundraising
Twitter Users No Social Media
Totals
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #13

14. Making Event Participants More Successful with Social Media Tools
Boundless Fundraising Results
Avg. Participant Raises 15 to 40% More
with Boundless Fundraising Application
75% of Boundless Fundraising Driven
Donations are from New Donors
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #14

15. Making Event Participants More Successful with Social Media Tools
In Person vs. Email Solicitation
VS
Current trends look promising, but too early to tell
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #15

16. Making Event Participants More Successful with Social Media Tools
Profile of Participants Using Social Media
 Top Fundraisers  Slackers
– Use all tools available – Will make a couple of clicks to
– Email use easy social media
– HQ Updates – Will not send email, upload a
picture
– Video
– Go from $0 to low dollar
– Social Media
fundraiser
– Blogging
– Offline
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #16

17. Making Event Participants More Successful with Social Media Tools
Used by Most Successful Fundraisers
$800.00
$692 Social Media Users Set
$700.00 $660
the Highest Goals
$590
$600.00
$500.00 $456
$400.00
$314
$300.00 $276 $272 Social Media Users
Come Closer to
$200.00
Reaching their Goals
$97
$100.00
$0.00
No Social Media Twitter Feedraiser Boundless
Fundraising
Avg. Fundraising Goal $ Online Donations per Participant
Social Media Users Are
Your Top Supporters
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #17

18. Making Event Participants More Successful with Social Media Tools
Profile of Participants Using Social Media
 The more connected to the organization, the more likely to use all
available tools including social media
– Team captains
– Top fundraisers
– Volunteers
– Higher participation levels (Runner vs Walker, the longer the distance)
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #18

19. Making Event Participants More Successful with Social Media Tools
Participants are Becoming Multi-channel Fundraisers
•Update their picture
•Create YouTube video
•Email
•Facebook
•Tweet
•Offline
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #19

20. Making Event Participants More Successful with Social Media Tools
Connection Between Social Media & Email
80
71.09 Users of Social Media
70
Tools also Use Email
More
60
38.00
50
40
33.87
30 Strong Correlation
Specifically with Twitter
20
10 7.39
0
No Social Twitter Feedraiser Boundless
Media Fundraising Give Participants
Emails Sent per Participant Access to More Tools –
They Will Use Them
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #20

21. Making Event Participants More Successful with Social Media Tools
Profile of Donors Giving through Email
Email Prospects Social Networking Prospects
 Immediate family  Immediate family
 Close friends  Extended family
 Co-workers  Close friends
 Friends of friends
 College and high school
classmates
 Co-workers
 Past co-workers
 Business networking
contacts
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #21

22. Making Event Participants More Successful with Social Media Tools
Profile of Donors Giving through Social Media
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #22

23. Making Event Participants More Successful with Social Media Tools
Conversion Rates and Impressions
 Lower Conversion Rates Offset by Higher Impressions
30.00% 70,000 65,000
25% 60,000
25.00%
50,000
20.00%
40,000 35,000
15.00%
30,000
10.00%
20,000 14,000
5.00% 10,000
0.26% 0.27%
0.00% -
Facebook Twitter Email Facebook Twitter Email
(Feedraiser) (Feedraiser)
Conversion Rate Estimated Impressions
Note: Assumes 500 Participants Using Solicitation Tools
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #23

24. Making Event Participants More Successful with Social Media Tools
Average Gift Expectations
$60.00 $55.34
Expect Lower Gift Sizes
$50.00 $44.35 $45.28
$42.83
$40.00
$30.00
Less Connection
$20.00 between Participant and
Donor
$10.00
$0.00
Facebook Twitter Email Facebook
(Feedraiser) (Boundless
Fundraising) Less Impactful Appeal
Average Gift
Younger, Newer Donors
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #24

25. Making Event Participants More Successful with Social Media Tools
New Developments - Personalized Video
Instantly provide participants with a
personalized video
Available to share with friends in
email, share a link on social media
sites, blogs
Controls branding and messaging of
the event
Ensures best practices
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #25

26. Making Event Participants More Successful with Social Media Tools
Best Practices – Make Your Participants Aware
 Highlight in recruiting
 Promote use in HQ
 Promote in participant engagement emails
 Urge team captains to promote to their teams
 Reminder in phone calls
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #26

27. Making Event Participants More Successful with Social Media Tools
How Participants Find These Tools
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #27

28. Making Event Participants More Successful with Social Media Tools
Example: Alzheimer's Memory Walk
 Provide Social Media Tool-kit
– Tip Sheets, Facebook Join Links, Badges
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #28

29. Making Event Participants More Successful with Social Media Tools
Getting Started…
 Understand What Your Participants Are Doing Today!
– Review site traffic patterns
• Are social media sites a source of site traffic?
– Review registration and donation sources
• Are FeedRaiser, Twitter, and YouTube among source codes?
– Review stories and feedback from participants and donors
– Ask
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #29

30. Making Event Participants More Successful with Social Media Tools
Survey Your Participants
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #30

31. Making Event Participants More Successful with Social Media Tools
To-Do List
 Assess which social media tools are of most interest to your
participants
 Enable FeedRaiser for Friends Asking Friends
 Enable YouTube for Friends Asking Friends
 Enable Twitter for Friends Asking Friends
 Consider additional investment in Personalized Video, Boundless
Fundraising Friends Asking Friends application
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #31

32. Making Event Participants More Successful with Social Media Tools
Mark Davis, Director of Technical Solutions, Blackbaud
BLACKBAUD INTERNET SOLUTIONS
OVERVIEW
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #32

33. Making Event Participants More Successful with Social Media Tools
Blackbaud Sphere® Events™ – Social Media Toolkit
Facebook Social Media
Twitter YouTube
(Feedraiser) Toolkit
 Released in June 2009
 Included as Part of Blackbaud Sphere Events
 Easy to Activate for Any Event
 Facebook includes Feedraiser
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #33

34. Making Event Participants More Successful with Social Media Tools
Facebook - Boundless Fundraising™
 Automated Friend
& Participant
Notifications
 Customizable
Fundraising Badge
 One-click Friend
Inviter
 Simple Participant
Download Options
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #34

35. Making Event Participants More Successful with Social Media Tools
Fundraising Badge Gallery
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #35

36. Making Event Participants More Successful with Social Media Tools
Key Take-Aways
 Social Media Tools Provide Greater Reach with Lower Conversions
 New Channels Bringing in New Donors
 Participants are Becoming More Demanding Fundraisers
 Keep Eyes and Ears Open for Emerging Trends
Anybody Recognize this Social Networking Website?
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #36

37. Making Event Participants More Successful with Social Media Tools
Thanks!
QUESTIONS AND ANSWERS
Blackbaud’s Conference for Nonprofits — Charleston | Mark Davis | Page #37