cof11 ppt data_final
DESCRIPTION
"Social Media, Grantmaking and ROI" a presentation by ZeroDivide and colleagues at the Council on Foundations annual conference, 2011TRANSCRIPT
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Face, Tweet, Link Your Way to a True Social “ROI”:
Social Media, Grantmaking & Measurement
Council on Foundations
April 11, 2011
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Session Participants
• Laura Efurd - Moderator - ZeroDivide
• Beth Kanter - Author, Blogger & Social Media Expert
• Kathy Reich - The David and Lucile Packard Foundation
• Steve Downs - The Robert Wood Johnson Foundation
• Jeff Pryor, Alexandra Mitchell - Pathfinder Solutions
Please use Twitter hashtags: #fundertech, #2011 annual, #COF
View Beth Kanter’s presentation slides and the instant polling results:
http://zerodivide.org/social_media_and_measurement
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Laura Efurd, ZeroDivide
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Social Media – Political Change
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Social Media - Humanitarian Aid & Human Rights
u·sha·hi·di [oo-shah-hee-dee] - A Swahili word which means "testimony".
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Social Media – Saving Lives
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What is the ROI on Social Media?
New funder survey on technology-related grantmaking:
http://zerodivide.org/funder_report
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Beth Kanter – Nonprofits, Social Media & ROI
View Beth’s presentation via SlideShare at:http://zerodivide.org/social_media_and_measurement
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Kathy Reich, David and Lucile Packard Foundation
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Packard’s Social Media Learning Lab
http://www.bethkanter.org/networked-nonprofit-lab/
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Packard’s Organizational Effectiveness Wiki
http://packard-foundation-oe.wikispaces.com/home
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Steve Downs, Robert Wood Johnson Foundation
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Foundation/NonprofitSocial/Mobile
ROIResearch
Council on FoundationsApril 2011Jeffrey Pryor, Ed.D.Alexandra Mitchell, MPA
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How do people become involved, make decisions, step across the threshold?
Or, what can we learn from Lady Gaga?
Pathfinder SolutionsSupporting the future of philanthropy
through engagement, talent development, research, technology and
training
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• No or little pre-project social media impact (>50%)
• Little support from individuals (50% said <10%)
• Little online engagement (75% said <10%)
• 75% wanted wider audience (& demographic info)
Desired outcomes:
- Raising Public Awareness- Fundraising- Brand Extension- Driving Advocacy- Other, e.g., Customer Loyalty, Employee Engagement
Social Media Cohort: 35 orgs, incl. 3 Community Fdns
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Community
Health & Disability
Youth and Education
Arts & Culture
International Relief
Environment
Social Media Cohort – Anschutz Family Foundation
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Social Media Cohort ROI - 4 Month Snapshot
# 501c3 Organizations 22 active in cohort ($200K-$60M)
# Campaigns 36 (1.6 per organization)
Total $’s $568,148
# Donors 3355 new donors
Avg/Campaign $15,781 per campaign
Avg $/Donor $177/donor
% 1st Time Web/SM Campaign
60% involved for 1st time
% Increase in FB Fans 5 - 60% lift
% Increase in Twitter Followers
0 - 40% lift
Overall Cohort $$ ROI 4.5 x Initial Investment for Platform*
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Haiti Partners: One Micro CampaignEducation Prevents Cholera CampaignGoal: Raise $1,000 in 10 daysActivity metrics during time of campaign:
• 10 x 10 x 10 (days, people, $$)• 520 website hits• 1,800 shares • $1,117 raised in 10 days
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Goal: Promote altruism in Brooklyn And to spread awareness of the two year old Community Foundation.
Campaign timeline: 60 days
• 14 new corporate sponsors• >250 nominations since launch (goal of 100)• 100,000 site visits•300% growth in Facebook fans• 300,000 votes in 2 weeks• 27,000 unique users• Award from the Council on Foundations
.
Brooklyn Community FoundationAward winning community ENGAGEMENT through Crowdsourcing
Wilmer Shields Rich Award Winner for Excellence in Communications
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TEXT2PLEDGE : MOUNTAIN FIRE FUNDCombining Web and Mobile
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52%Conversion
$3,310$ Pledged
$16Avg. $ Pledged
$2,518$ Donations
$26Avg. $ Donations
$221$ Pledged/Minute
$101$ Donated/Minute
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Early Findings
• Social media can deliver on the promise (or not)
• Organizations confuse activity and engagement
• Creative, deliberate campaigns work best
• Integrate into broader marketing efforts
• Staff time not configured into ROI
• Don’t forget the potential of mobile
Mobile
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• Able to measure engagement/outcomes
• Able to execute micro campaigns
• Increased public awareness
• Produce quality online content
• Better engage supporters
What’s Looking Promising
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• Laura Efurd – [email protected]
• Beth Kanter – [email protected]
• Stephen Downs – [email protected]
• Kathy Reich – [email protected]
• Jeff Pryor – [email protected]
• Alex Mitchell – [email protected]
Thank You for your Participation!