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United way socialmedia_mid
1. Fostering Active Donor
Engagement
Social Media Utilization Analysis for United Way of Allegheny County
Midterm Presentation 3 - 5 - 2014
Sophia Ahn, Yi Liang, Yu Ma, Rui Zhang, Ankit Shah
2. AGENDA
I
The project & Assumptions
II
Key Findings
PEOPLE
Who Are the Current Supporters?
CHANNEL
How Is UWAC Reaching the Online Community?
CONTENT
What Is the Message Being Broadcasted?
III
Summary
IV
Next Steps
1
4. THE PROJECT & ASSUMPTION
• Project : Social Media Utilization Analysis for
United Way of Allegheny County
• Purpose : Strengthen its online presence and fostering active
donor engagement
• Deliverables
Evaluation of current state driven by empirical data
Development of social media strategy framework
Step I
As-is Analysis
Step II
To-Be Direction
Step III
Strategy
development
3
5. THE PROJECT & ASSUMPTION
• Data on the global United Way website represents United Way
Allegheny County’s website
Global united Way | Local UWAC
• Benchmark organizations – Forbes Top 4
Salvation Army
Feeding America
UNICEF
Catholic Charities USA
• Duration
Online presence analysis – 1 year (Jan ‘13 – Feb ‘14)
Donor data analysis – 5 years
4
7. AGE STRUCTURE
Global United Way
Distribution of online users is toward older adults
who have greater means to donate but UW is falling behind other charities
Comparison with
Forbes Top 4 Charity Organizations
United Way
United Way
Forbes Top 4 Charities
10
15
20
Percentage %
0
5
10
25
Age Group
Age Group
Percentage %
0
5
13-17
18-24
25-34
15
20
25
30
35
13-17
18-24
25-34
35-44
35-44
45-54
45-54
55-64
55-64
65+
65+
Source: ComScore 2013, Forbes - Top Charities 2013: Catholic Charities USA, Salvation Army USA, UNICEF USA, Feeding America
PEOPLE
CHANNEL
CONTENT
6
8. GENDER
Global United Way
Higher male representation and low access of national webpage
because of UW’s decentralization strategy
Comparison with
Forbes Top 4 Charity Organizations
United Way
Male
Female
Total Visits
In Thousand
1,000
900
800
700
47.5%
600
500
400
300
200
100
86
71
0
Male
Female
Total Visits
In Thousand
1,000
900
800
700
600
500
400
300
200
100
0
888
70%
251
151
Catholic Charities
USA
United Way
383
330
145
Salvation Army USA
238
113
UNICEF USA
Feeding America
Source: ComScore 2013, Forbes - Forbes - Top Charities 2013: Catholic Charities USA, Salvation Army USA, UNICEF USA, Feeding America
PEOPLE
CHANNEL
CONTENT
7
9. GENDER
Global United Way
Comparable charities deeper connection to female population, and UW’s high peak
in 25-44 age group ties to UW’s corporate partnership strategy
Females
10
United Way
Forbes Top 4 Charities
15
20
25
Percentage %
0
5
Age Group
Age Group
Percentage %
0
5
Males
13-17
18-24
10
United Way
Forbes Top 4 Charities
15
20
25
13-17
18-24
25-34
25-34
35-44
35-44
45-54
45-54
55-64
55-64
65+
65+
Source: ComScore 2013, Forbes - Forbes - Top Charities 2013: Catholic Charities USA, Salvation Army USA, UNICEF USA, Feeding America
PEOPLE
CHANNEL
CONTENT
8
10. GENDER
Global United Way
Continual underrepresentation of women is a concern
and an area to look into for parallels in UWAC
Extremely low
Significantly low
Moderate
% Change (2013)
Total Unique
Visitors
Total Visits
Average Minutes
Per Visit
Average Visits
Per Visitor
Total Audience
-3%
-78%
-79%
-77%
Females
-32%
-89%
-76%
-84%
Explains
decrease in
female visits in
Explains
decrease in
female visits in
GROWTH
VOLUME
Source: ComScore 2013
PEOPLE
CHANNEL
CONTENT
9
11. GENDER
Local UWAC
Women are more active online users than men
and among donors women may be more receptive to direct communication
Gender Distribution In Giving
Gender Distribution In Online Activity
Male
Female
100%
100%
80%
72%
70%
60%
40%
Male
Female
80%
81%
76%
60%
30%
28%
40%
23%
20%
20%
0%
17%
0%
Total Giving
Average Giving
Friends
Active Engagers
13%
10%
email Engagers
Source: UWAC 5-year Donor Data (2008 - 2013), Facebook
PEOPLE
CHANNEL
CONTENT
10
12. CORPORATE
Local UWAC
UWAC relies heavily on corporate donation,
which accounts for about 98% of total giving in the past 5 years
2%
Corporate
Individual
98%
Source: UWAC 5-year Donor Data (2008 - 2013)
PEOPLE
CHANNEL
CONTENT
11
13. CORPORATE
Local UWAC
In order to examine corporate partners’ relationship and performance,
the team designed an Engagement Index
Corporate Engagement Index
1
Number of
Unique Donors
Engagement
Index
2
**All metrics are turned into Z-scores through
3
Individual Giving
❶ Individual Giving: average amount of
individual’s giving
❷ Number of Unique Donors: total number of
employees who made donation (once or multiple
times over past 5 years)
❸ Email Engagement: People left additional email
address for further information
Email
Communication
* The index metrics are adaptable to other metrics if UWAC collects more social data
PEOPLE
CHANNEL
CONTENT
12
14. CORPORATE
Local UWAC
Engagement Index captures the strong “engagers”
and shows a diverse mix of organizations
Top Corporates by Total Donation
Highlights
• Top donors: large for-profits
• Strong banking and insurance representation
1
Highlights
• High UPMC representation
• Allegheny Technologies-Retiree is the most engaging group
• University of Pittsburgh beats out Carnegie Mellon U.
1
Allegheny Technology
US Steel company
2
The PNC Financial Services
3
Highmark Blue Cross
3
Highmark Blue Cross
4
BNY Mellon
4
U of Pittsburgh
5
U of Pittsburgh
5
US Steel company
6
Allegheny Technology
6
UPMC Presbyterian
7
UPMC
7
UPMC
8
Giant Eagle, Inc.
UPMC Health Plan
1
4
5
6
7
8
9
10
The PNC Financial Services
2
2
3
Top Corporates by Engagement Index
1
2
3
4
5
6
7
8
8
Deloitte LLP
9
Giant Eagle, Inc.
9
10
Reed Smith LLP
10
9
10
Kades-Margoils Corporation
Source: UWAC 5-year Donor Data (2008 - 2013)
PEOPLE
CHANNEL
CONTENT
13
15. CORPORATE
Local UWAC
Through mapping the 400 + corporate partners, the team was able to
select representative corporates to analyze further
High Potential, All-Stars
Passive Givers
Off the Radar
Selected Corporates
(Mix of all 4 quadrants)
1
2
3
4
5
TBD
6
7
8
9
10
Source: UWAC 5-year Donor Data (2008 - 2013)
PEOPLE
CHANNEL
CONTENT
14
16. INCOME
Global United Way
Online users are from many socioeconomic groups,
but UW falls behind with other charities for the wealthy
Comparison with
Forbes Top 4 Charity Organizations
United Way
Household Income $USD
United Way
Forbes Top 4 Charities
$100,000+
$100,000+
19.3
$75,000 - $99,999
$75,000 - $99,999
7.5
$60,000 - $74,999
$60,000 - $74,999
20.3
$40,000 - $59,999
$25,000 - $39,999
$25,000 - $39,999
16.8
$15,000 - $24,999
$15,000 - $24,999
6.3
Less than $15,000
Less than $15,000
14.8
0
10
DIVERGENCE
$40,000 - $59,999
15.0
20
30
40
0
10
20
30
40
Percentage %
Percentage %
Source: Comscore 2013
PEOPLE
CHANNEL
CONTENT
15
17. PROFESSION
Local UWAC
Social content may be catered to these professional groups
and their respective work environments
Top 3 Professions of People Who Mention UWAC on Social
Student
12%
Executive
16%
Journalist
17%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Source: Brandwatch 2013
PEOPLE
CHANNEL
CONTENT
16
19. SNAPSHOT
Global United Way
UW is not performing well in key measures of online activity:
online growth, volume, average visits, and length of visit
Extremely low
Significantly low
Moderate
Total number (2013)
Total Unique
Visitors
Total Visits
Average Daily
Visitors
Average Minutes
Per Visit
United Way
121
157
5
0.8
Catholic Charities USA
400
482
15
0.8
Salvation Army USA
346
396
13
1.4
UNICEF USA
299
351
11
1.6
Feeding America
999
1,271
41
1.2
Source: Comscore 2013
PEOPLE
CHANNEL
CONTENT
18
20. VISITS: VOLUME
Global United Way
Online presence is dropping rapidly; not indicative of an annual pattern
since November/December do not show any increase
700
- 78%
TOTAL VISITS (1000'S)
600
500
400
300
200
100
0
1
2
3
4
5
6
7
8
9
10
11
12
MONTHS
Source: Comscore 2013
PEOPLE
CHANNEL
CONTENT
19
21. VISITS: VOLUME
Local UWAC
It is not attributable to UW’s decentralization
since UWAC follows the same pattern
10,000
TOTAL
Organic
8,000
Referral
7,000
TOTAL VISITS
9,000
Direct
Facebook&Twitter
6,000
Email
5,000
4,000
3,000
2,000
1,000
0
1
2
3
4
5
6
7
8
9
10
11
12
1
2
MONTHS
Source: Google Analytics
PEOPLE
CHANNEL
CONTENT
20
22. VISITS: GROWTH
Global United Way
Online presence does not show a deliberate pattern
- a steady state status quo
180
TOTAL UNIQUE VISITORS (1000'S)
160
140
120
100
80
60
40
20
0
1
2
3
4
5
6
7
8
9
10
11
12
MONTHS
Source: Comscore 2013
PEOPLE
CHANNEL
CONTENT
21
23. VISITS: GROWTH
Global United Way
This pattern can be attributable to the difference
that other charities are more cause-oriented than UW
SALVATION ARMY USA
: Surge during holidays then valley
UNICEF USA
: One shot campaign before holidays
500
400
300
200
100
United Way
Feeding America
700
TOTAL UN IQUE V ISITORS (1000'S)
600
United Way
UNICEF USA
TOTAL UN IQUE V ISITORS (1000'S)
TOTAL UN IQUE V ISITORS (1000'S)
United Way
Salvation Army USA
600
500
400
300
200
100
2
3
4
5
6
7
8
9
1
0
1
1
1
2
1,600
1,400
1,200
1,000
800
600
400
0
1
2
3
4
5
6
7
MONTH
S
MONTHS
1,800
200
0
0
1
FEEDING AMERICA USA
: Continuous buildup then recharge
8
9
1
0
1
1
1
2
1
2
3
4
5
6
7
8
9
1
0
1
1
1
2
MONTHS
Source: Comscore 2013
PEOPLE
CHANNEL
CONTENT
22
24. VISITS: GROWTH
Local UWAC
UWAC parallels UW in this pattern
but has recently been very proactive in leveraging social media
100.0
TOTAL
90.0
Organic
80.0
Referral
Direct
% of New Visits
70.0
Facebook&Twitter
60.0
Email
50.0
40.0
30.0
20.0
10.0
0.0
1
2
3
4
5
6
7
8
9
MONTHS
10
11
12
1
2
Source: Google Analytics
PEOPLE
CHANNEL
CONTENT
23
25. VISITS: GROWTH
Local UWAC
UWAC can generate new interest
but struggles to hold onto the attention for more than 1 month
Referral
Facebook & twitter
Total
New
5,000
Direct Search
Total
New
200
5,000
4,500
4,000
160
4,000
3,500
3,000
2,500
2,000
NUMBER OF VISITS
180
NUMBER OF VISITS
4,500
NUMBER OF VISITS
Total
New
140
120
100
80
3,500
3,000
2,500
2,000
1,500
60
1,500
1,000
40
1,000
500
20
500
0
0
1 2 3 4 5 6 7 8 9 10 11 12 1 2
MONTHS
0
1 2 3 4 5 6 7 8 9 10 11 12 1 2
MONTHS
1 2 3 4 5 6 7 8 9 10 11 12 1 2
MONTHS
Source: Google Analytics
PEOPLE
CHANNEL
CONTENT
24
27. WEBSITE & SOCIAL
Local UWAC
Outdated design OF UWAC may cause user inconvenience,
which can lead to lessening engagement
The Salvation Army
Readability
UWAC
Accessibility
Catholic Charities USA
Usability
Source: http://www.salvationarmyusa.org/; http://www.unicef.org/; http://unitedwaypittsburgh.org/
PEOPLE
CHANNEL
CONTENT
26
28. WEBSITE & SOCIAL
Local UWAC
UWAC website is very text-heavy, and in accordance with the trend
as well as in consideration of the competitors, needs for change is anticipated
UWAC
Story Telling in HD Videos
Interactive function
Interactive function
Readability
Accessibility
Usability
Source: http://www.salvationarmyusa.org/; http://www.unicef.org/; http://unitedwaypittsburgh.org/
PEOPLE
CHANNEL
CONTENT
27
29. WEBSITE & SOCIAL
Local UWAC
In order to increase engagement in social platforms, directing visitors from website
to the social media account should be designed strategically
Feeding America
Readability
UWAC
Accessibility
？
？
UNICEF USA
？
Usability
Source: http://www.salvationarmyusa.org/; http://www.unicef.org/; http://unitedwaypittsburgh.org/
PEOPLE
CHANNEL
CONTENT
28
30. WEBSITE & SOCIAL
Local UWAC
Has good text posts but should increase photo and video posts
in order to improve fans engagement level
Comparison with
Forbes Top 4 Charity Organizations
Engagement Score
Status
Fan Engagement Score Per Post
1,200
Video
Other
994.1
1,000
846.9
Salvation
Army USA
800
600
Photo
Video
9%
Photo 65%
556.6
Feeding
America
400
61%
200
5%
1%
0
UWAC
UWAC
Feeding
America
35%
Salvation Army
USA
0%
20%
40%
60%
80%
100%
Source: Brandwatch
PEOPLE
CHANNEL
CONTENT
29
31. WEBSITE & SOCIAL
Local UWAC
Partner with other charity organizations through social media networking,
to create synergy
The Salvation Army
Feeding America
@ Catholic Charities USA
@ Dunkin Donuts
Partnership
Key Figures
Hot Topics
Infographics
PEOPLE
CHANNEL
CONTENT
30
32. WEBSITE & SOCIAL
Local UWAC
Display impactful image, impactful societal icons and figures,
yo attract more attention as well as involvement
The Salvation Army
Feeding America
@ Albert Einstein
@ President Kennedy
Partnership
Key Figures
Hot Topics
Infographics
PEOPLE
CHANNEL
CONTENT
31
33. WEBSITE & SOCIAL
WEBSITE & SOCIAL
Local
Local UWAC UWAC
Paying attention to current issues and hot topics
can enlarge influence and generate more interaction
Feeding America
The Salvation Army
The Salvation Army
# Mandela’s Dead
# Presidential Day
# Sports
Partnership
Key Figures
Hot Topics
Infographics
PEOPLE
CHANNEL
CONTENT
32
34. WEBSITE & SOCIAL
Local UWAC
Infographic, Infographic, Infographic
The Salvation Army
Partnership
Key Figures
Hot Topics
Infographics
PEOPLE
CHANNEL
CONTENT
33
36. NEXT STEPS
Evaluation of current state driven by empirical data
Development of social media strategy framework
Step I
As-is Analysis
Step II
To-Be Direction
Step III
Strategy
development
35
37. NEXT STEPS
Loyal constituents
Recommend
Enter
First encounter
through web/social
media/email
Engage
High level of interest and
engagement created
Visit
Revisit
Showing increased level
of interest/behavior
Second action after first
encounter (clicking link in
the email or visiting the
website/social in any way)
Participate
Taking/presenting
certain behavior
User Behavior Cycle
What’s happening and what can be improved?
36
