Bridging Planned Giving & Social Media

Paola Coronado Hass, BC Cancer Foundation @PaolaCoronadoH @BCCancer

Leah Eustace, ACFRE, Good Works @LeahEustace @_GoodWorks_

#CAGP2014

Is there a role for planned giving?

A resounding yes!

• 65% of adults age 50-64 use social networking sites• 46% of adults age 65+ use social

networking sites

Shouldn’t we be where our prospects and donors are?

What are the options?

Where are our donors?

Percentage UsingAge 50-64

Percentage UsingAge 65+

Facebook 60 45

LinkedIn 24 13

Pinterest 14 9

Twitter 9 5

Instagram 6 1

Source: Pew Research Center

What purpose do these platforms fill?

Case Studies

Integration within social networks

Integration with marketing & communications

• Know what your marketing & communications team is up to• Educate them• Partner with them• Newsletters• Magazines• Legacy supplements• Industry/sector news

Building your community

•Engage your internal social media team•Engage influencers outside your organization•Follow key people/donors• Take part in twitter chats to build network• Identify other groups and organizations that

can help drive traffic to your organization• Share with your own networks and

encourage others in your organization to share as well

Using paid advertising• Google AdWords• Banner advertising• Google grants

Measurement and analysis (BCCF)

BCCF Legacy Posts

BCCF Legacy Posts

BCCF Analysis

BCCF Analysis

What’s next?

Identify the right platforms for you

Start with a simple plan

• Identify the audience or community you want to engage

• Outline your objectives for the plan (e.g. improve fundraising; broaden the reach of your message)

• Decide what tasks need to be done to reach your objectives -- For each task, identify who will do the work, what success looks like, and how you will measure it

• Evaluate, tweak, and improve -- Build in feedback mechanisms throughout the process

Measure and adjust

• Track consistently and analyze results• What to measure? #likes,

comments, shares, people engaged, visits to link, video views• Make changes as you go

Reporting Tools: Facebook

Reporting Tools: LinkedIn

What to post

• Content marketing• Figure out your organizational voice: corporate/personal?• Be consistent, repetition of messaging is key• Build an editorial calendar: identify times of year that are

appropriate for planned giving social media (LAL month, Grandparents’ Day, your organization’s anniversary, highlight donor or estate, impact of gift)• Plan in advance the stories you want to share, have good

multimedia materials available

Building your personal brand

Analysis

• Comments on specific posts and images (Facebook, LinkedIn)• How many impressions and

clicks (LinkedIn, Facebook)• Mapping the constituency and

dimension of engagers (who, where, age group, frequency)• Response to paid advertising• Top keywords used to discover

the campaign (search)

Further resources

http://www.pinterest.com/goodworksco/planned-giving-and-social-media/

Questions?Paola Coronado Hass, BC Cancer Foundation

@PaolaCoronadoH @BCCancerLeah Eustace, ACFRE, Good Works

@LeahEustace @_GoodWorks_#CAGP2014