beyond the ‘like’ — secrets for converting your catholic organization’s social followers to...
TRANSCRIPT
BEYOND THE ‘LIKE’ — Secrets for Converting Your Catholic Organization’s Social Followers
To Engaged Participants and Key Supporters —
TODAY’S PRESENTERS
ROB FAUGHNANDirector of Stewardship and Development, Diocese of Colorado Springs
LESLEY SNYDERDirector of Digital Strategy and Corporate Staffing, CCS
GARY HAWKINSCorporate Vice President, CCS
LEARNING OBJECTIVESLEARNING OBJECTIVES
CREATE TRACK MEASURE
How to create and incentivize highly sharable content that’s not expensiveand can be produced by anyone.
How to track conversions from ‘likes’ toengaged donors and participants.
How to measure ROI and use metricsto steer future strategies and budgetingdecisions .
E-PHILANTHROPY DEFINED
Social Media
Communication
Data Storage and Use
Online Giving
ONLINE GIVING TRENDS
• The dominate giving channel for new donors 64 years old and younger is online.
• Revenue and household income for online acquired donors is significantly higher than for offline acquired donors.
• It has become increasingly common for new donors to give their first gift online.
• Every year, large proportions of online-acquired donors switch from online giving to offline sources – primarily to
direct mail.
$1.43 billion was raised online,
6.7% of all fundraising in 2014!
#GivingTuesday increased by
63% since 2013.$45.7 million in
donations reported!
Online giving grew
8.9% in 2014!(compared to an overall
giving increase of 2.1%)
GETTING STARTED WITH SOCIAL MEDIA
KEY ACTIVITIES FACEBOOK TWITTER LINKEDIN BLOG
Attract Donations
Demonstrate Impact
Share Knowledge
Build Communities
Get Pledges Signed
Recruit Staff/Volunteers
KEY CONSIDERATIONS WHEN CHOOSING OUTLETS
Target Audience
• Know where your constituents look for information
Ease of Use
• For your constituents and for those managing your outlets internally
Popularity
• Choose outlets that match the demographics of your audience, not only those that are in favor at the moment
Interactivity
• Choose outlets that encourage active dialogue
FOUR SOCIAL MEDIA TRENDS RE-SHAPING RELIGION
Ministers-On-The-Go
• As the reality of part-time, bi-vocational, and otherwise extra-congregational lay and ordained ministry continues to grow, believers and seekers shaped by digital culture increasingly expect mobile accessibility to everything
Social Prayer
• More than half of the top twenty most engaging pages—those that share content that inspires participants to interact with one another—are religious
Careful Curation
• Curate content that appeals to or productively challenges the interests those in one’s networks, invites conversation, and encourages sharing across networks
A Few New Commandment
s
• Be familiar with the United States Conference of Catholic Bishop’s social media guidelines
LEARNING OBJECTIVESGET INVOLVED: #GIVING TUESDAYReligious Organization Case Studies
UNITED METHODIST CHURCH WORLD VISION JCC OF BALTIMORE
• In 2013, raised over $6.5 Million for the church’s Advance Projects
• In 2014, the General Board of Global Ministries, the mission sending agency of The United Methodist Church, provided a $1 million matching grant to help raise more than $3 Million
• Created toolkits, graphics, logos and other materials for branches around the world to download and lead their own #GivingTuesday campaigns
• Partnered with Thirty-One Gifts, a direct sales company that focuses on personalized handbags and accessories, to double the impact of donors on #GivingTuesday
• For every donation made to World Vision on #GivingTuesday, Thirty-One Gifts donated a Hope Kit (up to 3,100), filled with essential supplies help a woman or girl in need in the U.S. get back on her feet
• In 2012, the JCC of Baltimore ran the most successful #GivingTuesday campaign, bringing in more than $1.2 million dollars
• Building on this success, the JCC replicated their 2012 campaign in 2013 by hosting a day-long telethon, where employees called donors to thank them for their support
• The JCC exceeded their goal and used the day to target lapsed and new donors
MEASUREMENT
Track Conversions
• What activity drives click-throughs to your website?
• What can we do to improve click through rate?
• What content, timing, and other testing should we do to collect data for future improvements?
Analyze the Costs
• FTEs
• Bandwidth/cost per megabyte
• Utility/power
Measure the Impact
• Monitor your website traffic
• Poll your donors
• Ask people to subscribe
• Ask people to become volunteers
• Track fans, followers, friends, subscribers
Determine the ROI
• Exposure
• Engagement
• Influence
• Action
ONLINE BEST PRACTICES
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Keep it simple and consistent
Brand your social media pages
Integrate, interact, engage, and cross populate content
Post regularly
Make it easy to share
Take advantage of social media management tools
Be aware of the risks, such as liability for information posted online, and not having the internal resources to effectively and appropriately manage your online presence
Capitalize on major events, such as text-to-pledge at a gala, press mentions, and high profile, mission-related events
ONLINE BEST PRACTICES: EXAMPLES
Keep it simple and consistent
Capitalize on major events
Brand your social media pages
Make it easy to share
Integrate, interact, engage, and cross populate content
Post regularly