Exclusive presentation for AFP members to help understand the value of social influencers.

1. WHAT IS A SOCIAL INFLUENCER
REALLY WORTH?
Mark Davis, Blackbaud Casey Golden, Small Act
Director of Product Marketing CEO
mark.davis@blackbaud.com casey.golden@smallact.com
@mcdavis7 @smallactguy
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2. WHY ARE INFLUENCERS IMPORTANT?
with
VS. Or...
benefiting…
&
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3. REVIEW OF THE SOCIAL NETWORKING
BENCHMARK REPORT
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4. 6/26/2012 4 Call in: 1-866-4106539 8436543232# 2012 Nonprofit Social Networking Benchmark
#BBSocial
Report [INFOGRAPHIC], Blackbaud

5. 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud
6/26/2012 5 Call in: 1-866-4106539 8436543232# #BBSocial

6. 6/26/2012 6 Call in: 1-866-4106539 8436543232# 2012 Nonprofit Social Networking Benchmark Report
#BBSocial
[INFOGRAPHIC], Blackbaud

7. 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud 2012
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8. Sources:
* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud
** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge
*** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud
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9. The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
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10. U N D E R S TA N D I N G Y O U R I N F L U E N C E R S A N D
T H E I R VA L U E
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11. • 90 percent trust
recommendations by friends
more than traditional
advertising*
• 63 percent of users choose
consumer ratings as their
preferred source of
information about products
and services**
Sources
* Nielsen Global Online Consumer Survey, 2009
** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 2011
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12. T H E F O U R S O C I A L I N F L U E N C E R R AT I N G S
4 - Key 3 - Engager
Influencers
1%
5%
45%
2 - Multichannel 1 - Standard 49%
Consumer Consumer
= 1%
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13. 4 = KEY INFLUENCER
CHARACTERISTICS
• Definition
• Exist on all three major networks
• Generate significant discussions &
thoughts and guide decisions
• Key Attributes
• High call-to-action ratio
• Longer influence propagation
• Value
• Rapid Campaign acceleration
• Crisis Management
• P2P Fundraising
• What to do with them
• Identify and cultivate through social
Network Individual media channels
Value Value • Give them the voice to spread your
message
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14. 3 = ENGAGER
CHARACTERISTICS
• Definition
• Exists on all three major networks
• Generates unique posts, shares, &
comments
• Attributes
• 5% or less of overall users
• Drive 80% of all the content and
conversations.
• Value
• Significant influence on the donations
and actions of others
• Collaborate, share information and
contribute significantly to the viral
spread of messages and ideas
Network Individual
Value Value
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15. 2 = MULTICHANNEL CONSUMER
CHARACTERISTICS
• Definition
• These users have known active
presences on at least two major
networks.
• Attributes
• Usually ~45-50% of social audience
• informed through social media and may
participate on occasion.
• Social media is an important intake
• Do not as often influence others socially
• Value
• High potential to engage in specific
campaigns that resonate with them
• Very significant source of offline
donations
Network Individual • Critical for advocacy and other calls to
Value Value action.
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16. 1 = STANDARD CONSUMER
CHARACTERISTICS
• Definition
• These users consume information from
one known network.
• Attributes
• Simply consume information (read
updates, click links to read content)
• Do not actively post new content or
comments.
• Use social media to staying connected
to what‟s going on with friends/family
and current events
• Value
• Strong target audience for both online
and offline calls to action and
campaigns.
Network Individual • Very influenced by friends, family &
Value Value peers and will likely take action if asked
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17. ARE OUR MAJOR GIFT PROSPECTS SOCIAL?
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18. H O W A R E N P O S U S I N G S O C I A L D ATA
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19. SO, WHAT DO THE CUSTOMERS SAY?
“With social data there is much more power to target
effectively....to then measure the results...and to then
make improvements, measure again and so on. It
allows you to continue advancing the results and
efficacy of what you do in ways that before were
either not possible or were very difficult and
expensive to do.”
Guy Fischer
National Chief Development Officer
American Cancer Society
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20. EVENTS: IMPROVE TARGETING & ACQUISITION
The Situation: For new DetermiNation event series, how to target the right
audience
The Goal: Increase success of targeted Direct Mail campaign
The Strategy: Find those individuals who are interested in this type of event and
will be able to raise sufficient funds
The Tactics: Optimize Direct Mail by:
(a) Targeting Engagers and Key Influencers, who
(b) Have existing athletic behavior and participation (marathoners,
triathletes, cyclists, exercise buffs, etc.)
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21. SO, WHAT DO THE CUSTOMERS SAY?
“ We are interested in utilizing social data to better engage our
constituents across multiple facets of our organization; major
gifts, advocacy, special events and direct response. We
believe this added intelligence would allow us to better
steward our donors and our participants in a more thoughtful
way lending to increased retention and acquisition.”
Kate Giblin Rooper
Vice President, Campaign Development
American Diabetes Association
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22. EVENTS: IMPROVING RETENTION
The Situation: Huge loss of participants every year. If the team captain
leaves, the whole team vanishes.
The Goal: Increase retention of participants by 10%+
The Strategy: Identify those individuals who are (a) on a team and (b) have
strong social influence as back ups for the team captain position next year and
cultivate them.
The Tactics: Use Social Influencer rating to identify key participants. Provide
special cultivation opportunities pre, during and post event.
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23. SO, WHAT DO THE CUSTOMERS SAY?
“When we learn where the highest return opportunities and low
hanging fruit exists, I expect the positive impact will have
ripple effects throughout the organization.”
Jaime Matyas
Executive VP and COO
National Wildlife Federation
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24. SUSTAINER GROWTH: IMPROVE MONTHLY GIVING
The Situation: Not knowing who to target with specific sustainer asks and programs
The Goal: Increase Sustainer program to boost annual and lifetime giving value of
donors
The Strategy: Identify and target those individuals who (a) have given more than
once, and (b) are a Multichannel Consumer of above
The Tactics: To this specific target segment,
(a) increase presence of monthly giving opportunities in all campaigns
(b) send exclusive monthly giving campaigns
(c) promote monthly giving opportunities online (at time of donation)
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25. WHERE DO GO FROM HERE
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26. HOW CAN SOCIAL SCORE HELP?
• Events
- How can I better identify who will be successful p2p fundraisers?
- How can I achieve better year over year donor retention?
• Direct Marketing/Email
- How do I increase the „ask‟ amount for the right segment of our
file?
- How can I increase the success rate of my mail drop?
•
• Sustainer Program
- How do I identify the best prospects for this program?
• Advocacy
- How do I maximize our efforts and get viral spread of our
message?
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27. SOCIAL SCORE OFFERING OVERVIEW
Social Media Impact Social Influencer Impact
• Access publically - Key influencers can and
available data from: are promoting client
messaging
- Facebook 900M users
- New social data enable
- LinkedIn 150M users
added dimension to
- Twitter 100M+ users
existing fundraising
strategies
- Other networks
Social data enables organizations to identify, profile and target
high-value relationships in social media
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28. WA N T M O R E ?
Download presentation: www.slideshare.net/mcdavis7
Download report: www.nonprofitsocialnetworksurvey.com
Follow us: www.netwitsthinktank.com
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