This presentation was given Mark Davis, Director of Product Marketing at Blackbaud and myself, Casey Golden, CEO of Small Act (http://smallact.com) and was intended for members of NTEN. In the presentation we cover the highlights of the Social Media Benchmark study released April 2012, and we go in depth on the joint white paper that was released in June 2012 (which Danielle Brigida from National Wildlife Federation (NWF) also co-authored), which discusses how nonprofits can begin to understand how to classify and engage with different segments of their online constituents through learnings of social media and social data. (Infographic and white paper can be downloaded at http://blackbaud.com/social-influencer) We discuss different levels of social users and give three key examples of how organizations such as American Diabetes Association and National Wildlife Federation are powering many parts of their organization with insight and actionable intelligence from social data (including: major gift officers and prospect researchers, Peer to Peer (p2p) event fundraising, Team Captain identification, Event Retention, Employer Matching, Sustainer programs (monthly giving), Event Participant Acquisition). Use cases presented were provided by: Guy Fischer, National Chief Development Officer at American Cancer Society Kate Giblin-Rooper, Vice President of Campaign Development at American Diabetes Association Jamie Matyas, Executive VP and COO at National Wildlife Federation

1. WHAT IS A SOCIAL INFLUENCER
REALLY WORTH? Twitter:
Mark Davis, Blackbaud #BlackbaudSocial
Director of Product Marketing
mark.davis@blackbaud.com
Audio:
1-866-4106539
@mcdavis7
8436543232#
Casey Golden, Small Act
www.blackbaud.com/social-
CEO influencer
casey.golden@smallact.com
@smallactguy
7/25/2012 1

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. 7/25/2012 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
7/25/2012 5 Call in: 1-866-4106539 8436543232# #BBSocial

6. 7/25/2012 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
7/25/2012 7 Call in: 1-866-4106539 8436543232# #BBSocial

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. FOUR INFLUENCER RATINGS
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13. 4 = KEY INFLUENCER
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14. 3 = ENGAGER
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15. 2 = MULTICHANNEL CONSUMER
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16. 1 = STANDARD CONSUMER
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17. HOW MESSAGES TRAVEL
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18. ARE OUR MAJOR GIFT PROSPECTS SOCIAL?
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19. 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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20. 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
7/25/2012 20 Call in: 1-866-4106539 8436543232# #BlackbaudSocial

21. 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.)
7/25/2012 21 Call in: 1-866-4106539 8436543232# #BlackbaudSocial

22. 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
7/25/2012 22 Call in: 1-866-4106539 8436543232# #BlackbaudSocial

23. 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.
7/25/2012 23 Call in: 1-866-4106539 8436543232# #BlackbaudSocial

24. 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
7/25/2012 24 Call in: 1-866-4106539 8436543232# #BlackbaudSocial

25. 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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26. WHERE DO GO FROM HERE
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27. 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?
7/25/2012 27 Call in: 1-866-4106539 8436543232# #BlackbaudSocial

28. 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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29. WA N T M O R E ?
More Webinars: www.blackbaud.com/nten
Download the whitepaper: www.blackbaud.com/social-influencer
Download presentation: www.slideshare.net/mcdavis7
Download benchmark report: www.nonprofitsocialnetworksurvey.com
Follow us: www.netwitsthinktank.com
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