Social Media Fundraising: ROI & Metrics Use Social Media Data to Find Supporters, Engage Donors, & Fundraise

1. Social Media Fundraising: ROI & MetricsUse Social Media Data to Find Supporters, Engage Donors, & Fundraise Online Presented by Filiberto Gonzalez Julie Ha Truong

2. About the Presenter BA from California State Northridge (CSUN) Master of Social Work from University of Southern California Named one of the 39 Inspiring Men by The Huffington Post in Sept. 2011 Attended LinkedIn Town Hall with POTUS Obama, repping social good & small business Founded Social | Impact Consulting, LLC in Jan. 2011 Became social media trainer at Center for Nonprofit Management in Nov. 2011 Filiberto Gonzalez, MSW @gofiliberto fxg@soc-impact.com

3. About the Presenter As head of a development department of one, it didn’t take long to see potential in social media. Social media was by-and-large free… And if anyoneappreciates free, it’s undoubtedly, the nonprofit sector. Since 2005, I’ve worked on how to incorporate social media into nonprofit fundraising. Filiberto Gonzalez, MSW @gofiliberto fxg@soc-impact.com

4. About the Presenter Has 14-years experience in nonprofit, government, and higher education. Is currently the education manager and executive coach at the Center for Nonprofit Management of Southern California in Los Angeles. Holds mater degrees in public policy and nonprofit management & leadership from the Univ. of Minn.’s Humphrey Institute. Julie Ha Truong jtruong@cnmsocal.org

5. Topics of Discussion • Social Fundraising – What is it, why does it matter, and why resistance is futile. • Getting Started – Models on social fundraising and what you’ll need to get started. • Metrics – How to measure it (to convince your board it works). • Case Studies – How Center for Nonprofit Management of Southern California measures outcomes. • ROI – What do studies on social fundraising say about its future.

6. Topics of Discussion We will share several examples of (mostly) free tools for social fundraising… We will share a total of 125 slides… 117 slides will be on social fundraising… 100% will be fun!

8. Before We Get Started… • Glossary of Terms: • Social Data: metrics and illustrations on user interaction with your sites/social accounts. Social data is obtained from twtrland, Facebook Insights, Google Analytics, YouTube Analytics, and Bitly, among others.

9. Before We Get Started… Glossary of Terms: Social Tools: Allows users to leverage their networks to precisely target audiences and amplify their message. Examples include Facebook Connect, Facebook Ads, Google Grants (AdWords), Twitter Widget, AddThis, and Facebook Plugins (e.g. Like Button).

10. Before We Get Started… Glossary of Terms: Social Fundraising Tools: Social media and online platforms used by nonprofits to fundraise. Examples include DonorsChoose, Causes, Crowdrise, Fundly, NationBuilder, Kickstarter, mGive, DonateNow, Razoo, FirstGiving, and more.

11. What Is Social Fundraising? • Social Fundraising is defined as the use of social data to accurately identify prospective donors and giving patterns among them.

12. What Is Social Fundraising? Social Fundraising is defined as the use of social data to accurately identify prospective donors and giving patterns among them. Social Fundraising relies strongly on social tools, but is not predicated on bots to create virality.

13. What Is Social Fundraising? Social Fundraising is defined as the use of social data to accurately identify prospective donors and giving patterns among them. Social Fundraising relies strongly on social tools, but is not predicated on bots to create virality. Social Fundraising is not(necessarily) social media for peer-to-peer fundraising. As with the offline variation, the operative word is “peer,” not “social.”

14. What Is Social Fundraising? • Fun Facts: • $15.26B, or 7% of all individual giving in the U.S., was donated online in 2012. • 15% of December’s online donations is on 12/31, mostly between 11am and 6pm. • $32M raised by ‘Text HAITI’ campaign in 2010. • $13M+ given to KONY 2012 -- $5M in first 48hrs --largely through Causes.com. Sources: Blackbaud: http://s-im.us/11OnlineGivingReport Network for Good: http://s-im.us/givingdec31

15. Online Fundraising In Blackbaud’s 2011 Online Giving Report Online giving was up 13% Year-over-Year in 2011 Small nonprofits (>$1M) grew the most in 2011, 12.8% YOY Sources: Blackbaud 2011 Online Giving Report http://s-im.us/11OnlineGivingReport

16. Online Fundraising In Blackbaud’s 2011 Online Giving Report Online giving was up 13% Year-over-Year in 2011 Small nonprofits (>$1M) grew the most in 2011, 12.8% YOY In Blackbaud’s 2012 Charitable Giving Report Online giving grew by 11% YOY in 2012 Medium nonprofits ($1M-$10M) grew the most in 2012, 14.3% YOY Sources: Blackbaud 2011 Online Giving Report http://s-im.us/11OnlineGivingReport Blackbaud 2012 Charitable Giving Report http://s-im.us/2012GivingReport

17. Online Fundraising Sources: Blackbaud 2012 Charitable Giving Report http://s-im.us/2012GivingReport

18. With donations averaging $140 online, $35 on Causes, and $10 in text-to-give, you might say…. What Is Social Fundraising?

19. With donations averaging $140 online, $32 on Causes, and $10 in text-to-give, you might say…. “Why all the hype?” What Is Social Fundraising?

20. Source: http://www.youtube.com/user/GaryVaynerchuk

21. What Is Social Fundraising? • Gary Vaynerchuk is right: there’s no such thing as social media.

22. What Is Social Fundraising? • Gary Vaynerchuk is right: there’s no such thing as social media. • “Social Media” is simply the term we use today for the Internet as we now know it.

23. What Is Social Fundraising? • Gary Vaynerchuk is right: there’s no such thing as social media. • “Social Media” is simply the term we use today for the Internet as we now know it. • Social fundraising will grow in direct proportion to the degree social and digital tools are integrated in our every day lives.

25. Social Fundraising • Social Data – like Big Data – has taken the guessing out of social fundraising. • Based on social data analysis, a nonprofit is able to produce an evidence-based profile on prospective donors, as well accurately predict their behavior and how to find them on social media. • Social Data give nonprofits the makings of a… wait for it…social donor profile.

26. Source: http://bit.ly/16z4r8n

27. Social Fundraising Starter Kit What You’ll Need to Get Started: Define your target audience(s) Social Tools to find your target audience(s) Social Data analytics tools Social Fundraising tools that best align with your social donor profile

28. Social Fundraising Starter Kit Answer questions individually: Who is your organization’s target audience(s)? How is this defined? Take 1 minute to answer. Audience members will be chosen randomly to answer.

29. Percent of Internet Users Who Used Social Media in 2012 Gender: Women 71% Men 62% Ethnicity: Latino 72% Black 68% White 65% Source: http://s-im.co/12PewSMreport

30. Percent of Internet Users Who Used Social Media in 2012 Age: 18 -- 29 83% 30 -- 49 77% 50 -- 64 52% 65+ 32% Source: http://s-im.co/12PewSMreport

31. Percent of Internet Users Who Used Social Media in 2012 Education: Less than HS 66% Some College 69% College 65% Urbanity: Urban 70% Suburban 67% Rural 61% Source: http://s-im.co/12PewSMreport

32. Percent of Internet Users Who Used Social Media in 2012 Income: Less than $30K 72% $30K -- $50K 65% $50K -- $75K 66% $75K+ 66% Source: http://s-im.co/12PewSMreport

33. State of Social Media in 2012 Source: http://s-im.co/12PewSMreport

35. Social Fundraising Starter Kit Defining Your Social Donor Profile Begin with your existing donors, narrow it down to those who use social media often. Glean social data to shape profile by key variables: gender, ethnicity, marital status, income level, etc. Define further by said variables and strong interests. Find those who match profile and align with your cause on various social networks. BOOM.

36. Social Fundraising Starter Kit Examples of Social Tools: AddThis – To help make your content social and for better SEO results. Social Icons – To grow database every chance you get. Email Signup Forms – Help grow your email database where your target audience is most likely to find you. Google Grants – AdWords for nonprofits lets prospective supporters find you based on their search results.

37. AddThis plugin on this blog post produced 23 Likes on FB, 27 tweets, and 4 shares across other platforms.

38. Source: http://www.cocosouthla.org/

42. Social Fundraising Starter Kit Social Data Analytics Tools: Google Analytics: Totally free, totally awesome data on who viewed your website, how did they get there, much more. Email Marketing Platform – Provides open rates, click-through rates (CTRs), who has unsubscribed, etc. Facebook Insights – Treasure trove of data that will help form your social donor profile, such as your most-likely supporters based on age, gender, their city, and your most popular posts. Bitly – Free tool provides stats on link CTRs, where your link was opened (e.g. Facebook, email), who else shared it.

44. Thematic map shows from which cities in each state visited your site the most often during a specific period of time.

45. Source: http://s-im.co/10L4Qki

50. Social Fundraising Starter Kit Forms of Social Fundraising Platforms: Donation – Network for Good, Blackbaud, NationBuilder, FirstGiving Social – Causes, Fundly, Razoo, Kickstarter Mobile – mGive, MobileCause Email!