Engage and Communicate JEFF PATRICK, PRESIDENT, COMMON KNOWLEDGE

Transcription

1 Engage and Communicate JEFF PATRICK, PRESIDENT, COMMON KNOWLEDGE 1

2 NONPROFITS: BENCHMARKS FOR SOCIAL MEDIA 2

3 100% 80% FACEBOOK IS KING FOR NONPROFITS AND EXTENDING ITS LEAD 89% (Avg Size=6,376) 92%= Nonprofits with a presence on one of more of the major commercial social networks 60% 57% (1,822) 47% 40% 30% (1,196) 20% 19% 7% (1,189) 0% Facebook Twitter YouTube LinkedIn Flickr MySpace (2009=74%) (2009=43%) (2009=26%) 3

4 PRIMARY ROLE FOR NONPROFIT S SOCIAL NETWORKS 100% 92% 80% 60% 65% 40% 20% 0% Commercial House Commercial House 37% Commercial Marketing Fundraising Program Delivery 23% Commercial Market Research 19% Commercial Customer Support 4

5 PRIMARY ROLE FOR NONPROFIT S SOCIAL NETWORKS 100% 92% 80% 65% 60% 40% 20% 0% Commercial 49% House Commercial 31% House 37% Commercial Marketing Fundraising Program Delivery 55% House 23% Commercial Market Research 23% House 19% Commercial Customer Support 36% House 5

6 PRIMARY ROLE FOR NONPROFIT S SOCIAL NETWORKS 100% 92% 80% 65% 60% 40% 20% 0% Commercial 49% House Commercial 31% House 37% Commercial Marketing Fundraising Program Delivery 55% House 23% Commercial Market Research 23% House 19% Commercial Customer Support 36% House 6

7 PRIMARY ROLE FOR NONPROFIT S SOCIAL NETWORKS 100% 92% 80% 65% 60% 40% 20% 0% Commercial 49% House Commercial 31% House 37% Commercial Marketing Fundraising Program Delivery 55% House 23% Commercial Market Research 23% House 19% Commercial Customer Support 36% House 7

8 #3 LOW-LEVEL FUNDRAISING ON FACEBOOK INCREASED 50% 40% 30% 20% 10% < $10,000 38% 39% 46% 0% Percentage of nonprofits raising $0 - $10,000 on Facebook in last 12 months 2011 Common Knowledge 8

9 MASTER SOCIAL FUNDRAISERS COME IN ALL SIZES Nonprofits who raised >$100K on Facebook in last 12 months 35% 30% 8% Organization Size $1-$5MM $6-$50MM $51-$250MM >$250MM 37% 2011 Common Knowledge 9

10 MASTER SOCIAL FUNDRAISERS COME IN ALL SIZES Nonprofits who raised >$100K on Facebook in last 12 months 35% 30% 8% Organization Size $1-$5MM $6-$50MM $51-$250MM >$250MM 37% Avg Commty Size Master Social 99,991 Fundraisers Sector Average 6, Common Knowledge 10

11 T HREE E X AMPLES: E M E RGING BEST PRACTICES FOR COMMUNICAT ION AND ENGAGEMENT 11

12 FACEBOOK ACCESS J UNIOR ACHIEVEMENT 12

13 An after-school program, including 12 weekly meetings that helps high school students to understand and appreciate the role of business in society. Africa, Americas, Asia-Pacific, Europe, Middle East-N. Africa, United States 13

14 FACEBOOK ACCESS: SOCIALLY ENGAGED LEARNING Classroom Online Community An electronic learning portal paired with the classroom experience. 14

15 FACEBOOK ACCESS: SOCIALLY ENGAGED LEARNING Store curricula on the site Complete class assignments Communicate with team/instructors Collaborate, share & work Register for events Recognize & reward top performers Present external expert speakers The community site is PART of the PROGRAM. 15

16 FA C E B O O K A C C E S S : S O C I A L LY E N G A G E D L E A R N I N G Provide real benefits to students, volunteer leaders & JA employees Reduce time to get info & expertise Reduce time to develop answers Reduce duplicate work Reduce learning curve for new mbrs Reduce dissemination of bad info Reduce student frustration Reduce JA support resources 16

17 FA C E B O O K ACCESS: S O C I A L LY E N G A G E D L E A R N I N G The Facebook Access application layers JA s mission onto Facebook. Facebook Access Application JA Company Program Curriculum Friend Networks Events Photos P Commenting Status Profiles Internal Updates Messaging 17

18 L E T S M OVE TOGETHER ARTHRITIS F OUNDAT ION 18

19 Arthritis Foundation helps supporters stay informed & active to manage their disease 19

20 Community Educational Content Events Movement Tracker Supporter Stories Arthritis Foundation helps supporters stay informed & active to manage their disease 20

21 MOVEMENT TRACKER Movement Tracker: Maximize supporter value proposition via a purposebuilt activity planning, tracking and reporting tool. 21

22 MOVEMENT TRACKER Movement Tracker: Maximize supporter value proposition via a purposebuilt activity planning, tracking and reporting tool. Create a program to stay active Set a goal Join a team Track your progress Communicate your success 22

23 EVENT FUNDRAISING TIE-INS Integrate Arthritis Walk event promotion within the online community. 23

24 FACEB OK & FUNDRAISING S OCIAL GIVING 24

25 SOCIAL GIVING Definition Leveraging the unprecedented efficiency and access to supporters, their information and their online social networks offered by channels such as Facebook to expand your reach and increase fundraising revenue. 25

26 SOCIAL GIVING Holiday Wish List Group Giving Social ecards Collateral viral marketing Communicate your success 26

27 Example of a holiday wish list 27

28 SOCIAL GIVING Example of social marketing 28

29 SOCIAL GIVING Example of donor dashboard 29

30 SOCIAL GIVING Example of social messaging 30

31 BEST P RACTICES ONLINE COMMUNICAT ION & ENGAGEMENT 31

32 CONCLUSIONS We are redefining how we engage supporters 32

33 CONCLUSIONS We are redefining how we engage supporters We are connecting supporters with one another and with us 33

34 CONCLUSIONS We are redefining how we engage supporters We are connecting supporters with one another and with us We are focused on supporter value proposition first 34

35 CONCLUSIONS We are redefining how we engage supporters We are connecting supporters with one another and with us We are focused on supporter value proposition first We believe that fundraising is an integral component of engagement 35

36 CONCLUSIONS We are redefining how we engage supporters We are connecting supporters with one another and with us We are focused on supporter value proposition first We believe that fundraising is an integral component of engagement Communication is many-way 36

37 CONCLUSIONS We are redefining how we engage supporters We are connecting supporters with one another and with us We are focused on supporter value proposition first We believe that fundraising is an integral component of engagement Communication is many-way Supporter networks are accessible like never before 37

38 CONCLUSIONS We are redefining how we engage supporters We are connecting supporters with one another and with us We are focused on supporter value proposition first We believe that fundraising is an integral component of engagement Communication is many-way Supporter networks are accessible like never before We are on the cusp of a new era of communication & engagement! 38

39 CONCLUSIONS We are redefining how we engage supporters We are connecting supporters with one another and with us We are focused on supporter value proposition first We believe that fundraising is an integral component of engagement Communication is many-way Supporter networks are accessible like never before We are on the cusp of a new era of communication & engagement! 39

40 Analyze and Identify Engage and Communicate Segment and Target Appreciate and Retain 40