Claire Kerr of Frontstream explains how social and mobile giving trends impact the donor relationship and how you can benefit for #GivingTuesdayCa and beyond.
11. We saw a “switch” in typical social traffic for a donation campaign!
12.
13. What can we learn from this pattern?
•Twitter as a top referrer in a donation campaign is rare.
•Increased Facebook traffic indicates a general audience is sharing your message.
14. Canadians spend a lot of time on the internet …
4 hours 53 minutes a day (laptops)
1 hour 51 minutes a day (mobile)
15. Are you on Facebook right now?
85% of Canadians have a Facebook account…!
16. Facebook is king ...
14million Canadians check their newsfeed every single day! (9.4 million use a phone or tablet to log in daily)–Facebook Canada
17. You already know Facebook is a major player
0
5
10
15
20
25
30
All donation traffic
Peer campaign traffic
Percentage of traffic to donation form from Facebook
16%
26%
Why?
37. Big Tips!
•Move the concept of #GivingTuesdayfrom a one-to-one donation appeal to a peer-driven initiative.
38. Big Tips!
•Peer recommendations are influential -Encourage your donors to share #GivingTuesdayon social networks. Canadians are far more inclined to share charitable causes on Facebook.
39. What can we learn from donation activity inside Facebook?
40. What can we learn from donation activity inside Facebook?
•63% of users were women!
•Largest group of users by age: 30 -45
41. Women are more likely than men to update Facebook, use mobile devices for social networking, and donate to charitable causes.
Natural overlap between your social supporters and your charity’s online donor demographic profile?
42. Big Tips!
•Average gift amounts are higher in the holiday period… Experiment with raising the set suggested giving amounts on your donation forms.
43. Big Tips!
•Your supporters are already using smartphones and tablets to visit your site -Ensure they can complete a secure transaction on a mobile-optimized donation form.
45. Big Tips!
•Get into your OWN analytics. How did you do last year? What will you prepare for this year?
46. ( The majority of NPOs say they have raised less than $1000 on Facebook. )
Why are good analytics important?
47. Social media has increased sales by 15-30%
How’s industry doing?
48. Why don’t we see the same effect when researchers talk to NPOs?
49. NPO asks for donations on social media
Action Tracked: Donorresponse to organization
How are you tracking the impact of social media?
50. NPO’s supporters ask for donations on social media
Action tracked: Donor response to friends, family members, network contacts.
How we should be tracking the impact …
53. Why Editorial Calendars?
•Simplifies your reporting
•Quantifies the work you do!
•Tracks the time spent on different channels
•Visualizes “real estate” demands
•Identifies top & poorly performing content
Reminds your coordinators to include solid call-to-action items.
54. What can I include in an editorial calendar for #GivingTuesday?
•Your own blogs/content pieces on #GivingTuesday
•Outside topical or partner articles on #GivingTuesday
•Corporate sponsored events/promotions
•Scheduled email campaigns
•Social media contests/challenges
•Multimedia designed to be resharedor personalized
55. How do we get people to generate social activity?
86. Recommendations!
•Improve the call-to-action to include an emphasis on sharing the #GivingTuesdaymessage.
•Schedule your activities in your editorial calendar.
•Give supporters materials to share online.
•Involve corporate sponsors in new ways.
