From Social Network to Engagement to Advocacy: Building a Web-Centric Organization that Gets Online Results

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Business & Mgmt

Published on July 10, 2009

Author: emgonline



This presentation was given at the CASE 2009 Summit for Advancement Leaders held in San Francisco, CA.

Advancement professionals are stumbling forward into social networks, new media and Web 2.0, not really understanding where they’re supposed to be heading, or why.

There is a frenzy of activity, with the structure and the strategy behind it all still a bit thin. What bottom-line results should fundraisers be achieving through social networking? How do you generate a vibrant online community of annual donors? How do you ratchet up the level of donor involvement and advocacy? What kind of staffing supports those activities? What Web tools are needed? How much will it cost?

This management-level session will describe the strategies and tactics successful organizations are using to generate and sustain donor engagement.

Bob Brock, President, Educational Marketing Group, Inc.
Julie Chiron, Web Manager and Principal Editor, University of California, Berkeley

© 2009 Educational Marketing Group, Inc.
All rights reserved. This document contains protected intellectual property. The information and materials contained herein may not be duplicated, reproduced, or distributed in any manner whatsoever without the prior written consent of Educational Marketing Group, Inc.

new media from social network to engagement to advocacy web-centric organizations that get online results

julie chiron web pioneer. urban farmer. online marketing 15 years. blogger. facebook. linkedIn. twitter. mobile. what’s next?

bob brock boomer. pops. communicator for 35 years. brand consultant to 150+. blogger. facebook. linkedIn. twitter. mobile. still transitioning…

session profile - overview - social networking strategy - what works, what doesn’t - UC Berkeley approach - UC Berkeley example & future directions - open discussion

web centriccampaign sites yourspace facebook push-pull youtube blog web adv. myspace interactive twitter bebo linkedin

social marketing people most trust… …someone like themselves - Edelman Trust Barometer, 2008 conversation vs. sales pitch → casual → personal → indirect

online trends 2008: growth of 14% - 28% over year prior smaller gifts, but more of them Slowing of 2006-07 growth of 27% - 45% (esp. Q4), but more robust than other channels

leaderboard INSTITUTION higher ed online* 2004 2008 GROWTH 1. Stanford University $2,058,633 $7,090,670 244% 2. Virginia Tech $1,660,861 $6,372,798 284% 3. University of Notre Dame $1,952,192 $6,281,112 222% 4. Duke University $2,116,610 $6,004,000 184% 5. Columbia University $1,648,812 $5,214,200 216% 6. University of California at Berkeley $643,609 $4,623,977 618% 7. University of Pennsylvania $1,262,837 $4,420,338 250% 8. Dartmouth College $1,744,028 $4,382,256 151% 9. Princeton University $1,430,761 $4,199,291 194% 10. University of North Carolina at Chapel Hill $598,209 $3,681,801 516% 11. Georgetown University $670,642 $3,641,715 443% 12. Ohio State University $245,201 $3,499,312 1,327% * Chronicle of Philanthropy, May 2008

leaderboard non-profit online* ORGANIZATION 2004 2008 GROWTH Fidelity Charitable Gift Fund $117,000,000 409,409,778 250% United Way of America 105,600,812 245,280,281 132% American Cancer Society 12,683,357 101,361,891 699% National Multiple Sclerosis Society 16,500,000 45,700,000 177% Campus Crusade for Christ International $6,700,000 $43,000,000 542% * Chronicle of Philanthropy, May 2008

public vs private A do you use public or private social networks? • public (Facebook, Myspace, LinkedIn, etc.) • private (Harris, Imodule) • both public and private B custom-built or off-the-shelf transaction interface? • off-the-shelf (Convio, Kintera) • custom built

strategies • Online reaches new donors (20%-30% first-time donors) • 35% - 65% of visitors come from satellite/landing URLs • Smaller gifts, averaging $150-$750 • Average gift 8%-10% higher than traditional

issues • unconnected social networks • lack of mission/vision • no explanation of how donations are used • text-heavy website • hiding “the ask” • lack of shopping cart • technology glitches

what works localize, personalize 1. creative donor galleries 2. support for local chapters 3. tools to help volunteers host local events 4. personalized web pages 5. micro-targeting

what works cross-platform tactics 1. combine email and text 2. motivational push-pull emails 3. campaign/theme microsites 4. cross-linked networks 5. cross-platform, athletic promotions

what works engage audiences 1. brand conscious, not evangelism 2. online honor roll portraits 3. make it a contest 4. donor challenges 5. create a mystery

what works partnering 1. PSA’s promos on partner sites 2. “Social Vibe” network 3. facebook “social causes” 4. sports fans 5. testimonial, reinforcement

what works managed presence 1. network mapping/integration 2. audience targeting/customization 3. shopping cart application 4. measuring alternate responses 5. ongoing contact capture

online strategy centralized satellite SCHOOLS, CAMPUS ONLINE GIVING Supports 300+ funds; PROGRAMS used by entire Widespread online representation; links to campus; links to/from online giving and campus; recently campaign redesigned EVENTS, PROJECTS, ONLINE ALUMNI WEB PUBLICATIONS COMMUNITY Companion Web site for Email, jobs, directory, high-profile projects; clubs, blog Facebook, online registration Twitter, LinkedIn, advocacy E-SOLICITATIONS, SOCIAL NETWORK core Facebook Causes, CAMPAIGN WEB INTRANET, ADMIN Advoacy, Involver, email Only centralized view Shared resources, and video solicitation, of campaign; traffic collaboration, self help tools Add This flow

giving trends 4.62 UC Berkeley 3.85 2.97 - 2008: ranked 6th - 2004: ranked 13th 1.71 0.64 2004 2005 2006 2007 2008 *Chronicle of Philanthropy, Online Fundraising: Colleges & Universities in millions

a brief history 1994 2000 2002 1994 Berkeley Online e-mail newsletter 2000 online giving 2002 @cal online alumni community

a brief history 2003 2004 2009 2003 @cal blogs, career network introduction of social networking 2004 Cal Advocacy systemwide tool to mobilize support 2009 Facebook causes/apps social networking to raise funds

what works Email Newsletter - Stories about budget cuts, extraordinary students, YouTube, athletics - Experimenting with localization, targets  Self-service newsletters Future: Target young alumni

what works Email Solicitations - Newsy, deadline-driven appeals - End of year emails; tax benefit by 12/31 - Reminders for regular donors - Class campaigns video/email  DM pitch, student/donor testimonials  Expensive flash solicitations (early); flash for parents Future: Series of email videos with personal feel

what works Online Giving - Getting to know donors - Focus on gift transaction - Giving opportunity searches - Self-service tools for campus units - Pass solicitation/ID codes to online form - Campus unit promotion  Flash with soft ask: great traffic, no gifts Future: Pledges, multiple gifts

what works Online Alumni Community - Getting students and recent grads involved - Prominent links off University portal - Email forwarding for life ( - Twitter (was blog) - Class Notes online - Low-cost experimentation  Facebook group  Online events, now content on demand Future: Facebook fan page; more exposure on existing networks

what works Social Networking - Listening to what people say about you - Raising awareness (brings gifts) - Add This: free sharing tool - Partnering with existing networks - Video solicitations? Involver  Facebook Causes?  Getting caught up in the hype Future: Facebook App - Donor Badge

new alumni challenge offline centralized DIRECT MAIL, PHONE satellite ONLINE GIVING Online giving options; SCHOOLS, CAMPUS Challenge language website exposure PROGRAMS added to giving forms; Charter Hill Society special pages for messaging; unit featured opportunities messaging; badges ONLINE ALUMNI EVENTS, PROJECTS, COMMUNITY PUBLICATIONS Announcements to Campus publications link WEB community; email to campaign; donor forwarding; class reunion magazine with wrap; LA solicitations Campaign Rally CAMPAIGN WEB Challenge pages and E-SOLICITATIONS, honor roll as part of SOCIAL NETWORK core Donor Badge, Facebook campaign; tying into campaign theme INTRANET, ADMIN Causes; Involver; email Challenge collaboration group solicitations with code and resources; backend support; reporting

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