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Fundraising in Social Networks?  Justin Perkins Nonprofit Marketing Strategist [email_address]
Social Networking = Word of Mouth
Distributed Work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
From the Wayback Machine Care2.com circa 1998
Nonprofit Websites Circa 1998
Broadcast Era Paradigm
Network-centric Paradigm
Social Media Tools
Social Networks & Human Needs ,[object Object],[object Object],[object Object]
Online User Behavior Shifting ,[object Object],[object Object],[object Object],[object Object],[object Object]
Informal and Personal Web ,[object Object],[object Object],[object Object],[object Object],[object Object]
Who Should Try Social Networking Campaigns? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Care2 Today: Largest Do-gooder Social Network ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Care2 Nonprofit Partners
Be Prepared Are you ready to quickly reach several hundred thousand people who trust your organization?
Be Prepared for Your Katrina-like Moments ,[object Object],[object Object],[object Object],[object Object]
 
Your “List” Mobile phone list Social media “friends” direct mail list Email list Phone list
Adults prefer contact via email Where do people spend most of their time at work?  The inbox. Most people donate online while at work.
Email = Best Lever for Online Impact ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The value of an email address to a nonprofit is $9.50!
Power of Email vs. Social Networks for Fundraising ,[object Object],[object Object],[object Object],[object Object],[object Object]
Correlation of Email to Fundraising Nonprofit benchmark studies:  frogloop.com/benchmarks
Majority of Online Fundraising via email Nonprofit benchmark studies:  frogloop.com/benchmarks
Long, long tail of Facebook Causes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Median dollars raised = $570
MySpace: a Place for Donors? http://www.frogloop.com/myspace-analysis Hint: the study reveals result similar to the “long, long tail of Facebook Causes” study. In other words, very few nonprofits have been profitable on social networks.
Social Networking isn’t Free or Easy Yes, the dream has a few kinks in it: ,[object Object],[object Object],[object Object],[object Object]
Opportunity Cost is a Real Cost, Folks! Total cost per email = $5.20 For any online marketing Determine Goals, Organizational Metrics and Track! Staff Salary + Benefits  (+30%) Annual Email Subscribers $40,000 + $12,000 10,000 email addresses Set specific goals and a common metric to track organizational success!
Social Networks Fundraising & Advocacy ROI Calculator http://www.frogloop.com/social-network-calculator If you’re expecting to use social networks to raise money with minimal work, you can expect to see a -90% ROI against time spent by staff.  This is a conservative estimate using widely published benchmarks for online marketing, and a conservatie hourly wage of $10/hr.
www.frogloop.com/social-networking-calculator
What Makes Social Network Marketing Work? A HUGE LIST + FIRST MOVER ADVANTAGE + MEDIA EXPOSURE + LOTS OF STAFF TIME (or $$) + AN EXPERT GRASSROOTS ORGANIZER + TECHNICAL SAVVY & CAPACITY + LUCKY TIMING + NEWSWORTHY STORIES!
Think like a Rockband
From Tweets to $250,000
 
Nonprofit Marketers’ Toolbox
Choose the Right Tool Sales Cycle
Cutting Through the Noise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Old Nonprofit Paradigm ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],wah wah, wah
New Paradigm ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales Cycle Be conscious and realistic about the goals and possible outcomes for each tool that you use.  What phase of the sales cycle are you serving?
Microsoft Instant Messenger & HSUS
Where it’s all headed:  Data Integration & Targeting
Your “List” Mobile phone list Social media “friends” direct mail list Email list Phone list
Social Network Participation
Number of Friends/Contacts on Social Networks
Age of Constituents by Social Network
Breakdown by Gender
Employer Matching Gifts
3 Key Takeaways! ,[object Object],[object Object],[object Object]
Contact Justin Perkins Director of Nonprofit Services [email_address] 303-475-4827 LinkedIn: http://www.linkedin.com/in/justincperkins For Nonprofit Marketing & Communications tips, visit frogloop.com.  Lots of Social Networking Case Studies in the archives.
Appendix
About Justin Perkins Justin Perkins joined Care2 in 2006 with an eclectic background as a social entrepreneur, accidental techie, new media marketing expert and former State water resources administrator for a major watershed in Colorado. Justin develops partnerships with nonprofits and customizes strategic campaigns for them to reach Care2's audience of 10 million members. He also develops new tools to help nonprofits with marketing and fundraising. Justin launched frogloop.com, Care2’s popular nonprofit marketing blog, as a way to share cutting edge case studies and best practices for nonprofit online marketing. He has an MBA from the University of Colorado, enjoys trail running & skiing, sells roasted nuts at the farmers markets on the weekends, and frequently writes & speaks at conferences about online marketing. Contact Justin if your nonprofit would like a free hour of online marketing consulting. justin@care2team.com
Care2 Helps Nonprofits Grow ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Largest Ideal Audience for Nonprofit Advertising…
…  full of Engaged Influentials, Online and Offline Care2 is an active online community. What makes them really special is their propensity to do more…
Links for more research frogloop.com/social-network-calculator frogloop.com/social-networking-tips frogloop.com/benchmarks
Main Ways that NPO’s Use Social Networks Goal Examples Success? Awareness & Outreach New programs, building buzz Yes Advocacy Passing legislation Some Fundraising Donations Minimal
Social Network Profile = Mini Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Network Profile vs. Website (Pros) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Network Profile vs. Website (Cons) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Humane Society of the United States- Seal Campaign on MySpace
 
 
 
 
 
Oxfam America in MySpace: meeting people where they are
Care2 campaign on MySpace
 

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Nonprofit Social Network Fundraising

  • 1. Fundraising in Social Networks? Justin Perkins Nonprofit Marketing Strategist [email_address]
  • 2. Social Networking = Word of Mouth
  • 3.
  • 4. From the Wayback Machine Care2.com circa 1998
  • 9.
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  • 15. Be Prepared Are you ready to quickly reach several hundred thousand people who trust your organization?
  • 16.
  • 17.  
  • 18. Your “List” Mobile phone list Social media “friends” direct mail list Email list Phone list
  • 19. Adults prefer contact via email Where do people spend most of their time at work? The inbox. Most people donate online while at work.
  • 20.
  • 21.
  • 22. Correlation of Email to Fundraising Nonprofit benchmark studies: frogloop.com/benchmarks
  • 23. Majority of Online Fundraising via email Nonprofit benchmark studies: frogloop.com/benchmarks
  • 24.
  • 26. MySpace: a Place for Donors? http://www.frogloop.com/myspace-analysis Hint: the study reveals result similar to the “long, long tail of Facebook Causes” study. In other words, very few nonprofits have been profitable on social networks.
  • 27.
  • 28. Opportunity Cost is a Real Cost, Folks! Total cost per email = $5.20 For any online marketing Determine Goals, Organizational Metrics and Track! Staff Salary + Benefits (+30%) Annual Email Subscribers $40,000 + $12,000 10,000 email addresses Set specific goals and a common metric to track organizational success!
  • 29. Social Networks Fundraising & Advocacy ROI Calculator http://www.frogloop.com/social-network-calculator If you’re expecting to use social networks to raise money with minimal work, you can expect to see a -90% ROI against time spent by staff. This is a conservative estimate using widely published benchmarks for online marketing, and a conservatie hourly wage of $10/hr.
  • 31. What Makes Social Network Marketing Work? A HUGE LIST + FIRST MOVER ADVANTAGE + MEDIA EXPOSURE + LOTS OF STAFF TIME (or $$) + AN EXPERT GRASSROOTS ORGANIZER + TECHNICAL SAVVY & CAPACITY + LUCKY TIMING + NEWSWORTHY STORIES!
  • 32. Think like a Rockband
  • 33. From Tweets to $250,000
  • 34.  
  • 36. Choose the Right Tool Sales Cycle
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  • 40. Sales Cycle Be conscious and realistic about the goals and possible outcomes for each tool that you use. What phase of the sales cycle are you serving?
  • 42. Where it’s all headed: Data Integration & Targeting
  • 43. Your “List” Mobile phone list Social media “friends” direct mail list Email list Phone list
  • 45. Number of Friends/Contacts on Social Networks
  • 46. Age of Constituents by Social Network
  • 49.
  • 50. Contact Justin Perkins Director of Nonprofit Services [email_address] 303-475-4827 LinkedIn: http://www.linkedin.com/in/justincperkins For Nonprofit Marketing & Communications tips, visit frogloop.com. Lots of Social Networking Case Studies in the archives.
  • 52. About Justin Perkins Justin Perkins joined Care2 in 2006 with an eclectic background as a social entrepreneur, accidental techie, new media marketing expert and former State water resources administrator for a major watershed in Colorado. Justin develops partnerships with nonprofits and customizes strategic campaigns for them to reach Care2's audience of 10 million members. He also develops new tools to help nonprofits with marketing and fundraising. Justin launched frogloop.com, Care2’s popular nonprofit marketing blog, as a way to share cutting edge case studies and best practices for nonprofit online marketing. He has an MBA from the University of Colorado, enjoys trail running & skiing, sells roasted nuts at the farmers markets on the weekends, and frequently writes & speaks at conferences about online marketing. Contact Justin if your nonprofit would like a free hour of online marketing consulting. justin@care2team.com
  • 53.
  • 54. The Largest Ideal Audience for Nonprofit Advertising…
  • 55. … full of Engaged Influentials, Online and Offline Care2 is an active online community. What makes them really special is their propensity to do more…
  • 56. Links for more research frogloop.com/social-network-calculator frogloop.com/social-networking-tips frogloop.com/benchmarks
  • 57. Main Ways that NPO’s Use Social Networks Goal Examples Success? Awareness & Outreach New programs, building buzz Yes Advocacy Passing legislation Some Fundraising Donations Minimal
  • 58.
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  • 61. Humane Society of the United States- Seal Campaign on MySpace
  • 62.  
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  • 67. Oxfam America in MySpace: meeting people where they are
  • 68. Care2 campaign on MySpace
  • 69.