What is a Social Influencer REALLY Worth? (12NTCInflu)

Mark Davis

Casey Golden

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VS.

WHY ARE INFLUENCERS IMPORTANT?

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Mark Davis

Director of Enterprise Internet Solutions

Blackbaud

mark.davis@blackbaud.com

@mcdavis7

Casey Golden

CEO

SmallAct

casey.golden@smallact.com

@smallactguy

04/12/2023 Value of Social Influencer 4 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud

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2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud

04/12/2023 Value of Social Influencer 6 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud

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2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 2012

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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

$32 $62

$215 $224

$653

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The Power of Social Fundraising and Friends Asking Friends[INFOGRAPHIC], Blackbaud 2011

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• 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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“With access to people’s interest space and what groups they are a part, that’s a lot of information that allows you target in amazing new ways. If you’re talking about direct mail and most other methods, we really don’t know much about our constituents. With social data however, you can reach people with a far greater and deeper understanding.”

Guy Fischer

National Chief Development Officer

American Cancer Society

SO, WHY DOES THIS MATTER?

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T HE F OUR S OCIAL INF L UE NCE R RAT INGS

1 - Key Influencers

2 - Engager

3 - Multichannel Consumer

4 - Standard Consumer

= 1%

1%

5%

45%

49%

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4 = KEY INFLUENCER

Network Value

Individual Value

CHARACTERISTICS

• Definition• Exist on all three major networks• Generate significant discussions &

thoughts and guide decisions.

• Key Attributes• High call-to-action ratio• Longer influence propagation

• Value• Rapid Campaign acceleration• Crisis Management• P2P Fundraising

• What to do with them

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3 = ENGAGER

Network Value

Individual Value

CHARACTERISTICS

• Definition• Exists on all three major networks• generates unique posts, shares, &

comments  

• Attributes• 5% or less of overall users, but • Drive 80% of all the content and

conversations.

• Value• Significant influence on the donations

and actions of others• Collaborate, share information and

contribute significantly to the viral spread of messages and ideas

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2 = MULTICHANNEL CONSUMER

Network Value

Individual Value

CHARACTERISTICS

• Definition• These users have known active

presences on at least two major networks.

• Attributes• Usually ~45-5% of social audience• informed through social media and may

participate on occasion. • Social media is an important intake• Do not as often influence others socially

• Value• High potential engage in specific

campaigns that resonate with them• Very significant source of offline

donations• Critical for advocacy and other calls to

action.

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1 = STANDARD CONSUMER

CHARACTERISTICS

Individual Value

Network Value

• Definition• These users consume information from

one known network.

• Attributes• Simply consume information (read

updates, click links to read content)• Do not actively post new content or

comments.  • Use social media to staying connected

to what’s going on with friends/family and current events

• Value• Strong target audience for both online

and offline calls to action and campaigns.

• Very influenced by friends, family & peers and will likely take action if asked

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“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

SO, WHAT DO THE CUSTOMER SAY?

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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.)

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“ 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

SO, WHAT DO THE CUSTOMERS SAY?

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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.

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“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

SO, WHAT DO THE CUSTOMERS SAY?

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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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SO, WHAT DO CUSTOMER SAY?

“It is one positive for a researcher and analyst to see the value of abstract social media data.  It is completely another success factor to

translate those data points into convincing and actionable information for our fundraisers.”

Lindsey BeamSenior Prospect Research ConsultantAmerican Heart Association

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MID-MAJOR DONORS: IMPROVE CULTIVATION & NETWORK

The Situation: How to connect with & tap into the networks of mid to major donors   The Goal:  Increase individual success & increase pipeline for additional major gifts

The Strategy:  Find those who are the most social and connected in this high-touch/high-value segment and engage in networking campaigns

The Tactics: Design specific programs and events to nurture the (a) Multichannel Consumers, Engagers, and Key Influencers through better understanding, and (b) special events & opportunities for them to invite others in their network.

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W HE RE DO GO F ROM HE RE

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• 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?

HOW CAN SOCIAL SCORE HELP

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• Access publically available data from:

- Facebook 850M users

- LinkedIn 150M users

- Twitter 100M+ users

- Other networks

SOCIAL DATA OFFERING OVERVIEW

Social data enables organizations to identify, profile and target high-value relationships in social media

- Key influencers can and are promoting client messaging

- New social data enable added dimension to existing fundraising strategies

Social Media Impact Social Influencer Impact

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WHAT IS THE SOCIAL INFLUENCER RATING?

With Blackbaud Social Score, you can:

• Discover which constituents use social media and engage them more effectively

• Integrate joint email and social media campaigns more effectively.

• Identify influencers and have them help you “friend raise”

The Social Influencer Rating estimates the reach and impact of your constituents based on their presence on social networking sites

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Smallact

HOW CRM AND SOCIAL DATA CAN WORK TOGETHER

Social CRM

BlackbaudCRM

Connect CRM

to SocialEmpower & Inform

front line Communications

Connect Social

to CRM Connect social campaigns &

engagement to donations and actions

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BLACKBAUD SOCIALMAKE EVERY CONTACT MATTER

www.blackbuad.com/social

• Build your own community

• Integrate with other social networks

• Enrich your CRM with social data

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• Small Act is a Social Data Management Platform, that for the first time enables organizations to identify, profile and target high-value relationships in social media.

- Incorporated in October 2008- Beta: Nov ’09, Commercial:

May ’10- 180+ customers- www.smallact.org

WHO IS SMALLACT?

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WANT M ORE ?

Download presentation: www.slideshare.net/mcdavis7Download report: www.nonprofitsocialnetworksurvey.com Follow us: www.netwitsthinktank.com

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