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NCCCF Webinar
Social Networking for Fundraisers
Tips for Building Strategy to Gain ROI
Presented by Wendy Davis
SunGard Higher Education
June 9, 2010
The reality of our problem….
Charitable contributions to colleges and universities in the United
States declined 11.9 percent, to $27.85 billion, according to results
of the annual Voluntary Support of Education (VSE) survey, released
today by the Council for Aid to Education (CAE).
The 2009 decline is the steepest in the survey’s history. In 1975,
however, the inflation-adjusted decline (11.6 percent) was slightly
larger than in 2009 (11.5 percent). Over the past ten years,
contributions to higher education institutions have increased an
average of 4.1 percent per year.
From:
Council for Aid to Education (CAE)
Press Release dated February 3, 2010
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Social Networking may
be part of the solution….
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Meeting Roadmap
• Definitions of Social Network and Social
Networking
• Discussion of Facebook
— Strategy
— Uses for Engagement
— Uses for Fundraising
— Return on the Investment
• Discussion of Twitter
— Strategy
— Uses for Engagement
— Uses for Fundraising
— Return on the Investment
• Concluding Thoughts
• Open Lines for Discussion
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Social Network
An association of people drawn together by
family, work or hobby. The term was first
coined by professor J. A. Barnes in the
1950s, who defined the size of a social
network as a group of about 100 to 150
people.
Source: www.PCMag.com
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Social Network Service
“A social network service focuses on
building social networks or social relations
among people, e.g., who share interests
and/or activities.”
Source: www.wikipedia.org
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Facebook = Social Network Service
Source: www.wikipedia.com
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Quick Poll
Facebook-Personal Use
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A Public Service Announcement
Other Social Networking Services
Most Widely Used in North America:
MySpace and LinkedIn
Source: www.wikipedia.org
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A Public Service Announcement
Other Social Networking Services
• Widely Used in Europe
— Decavenne, Tagged, XING, Badoo,
Skyrock
• Widely Used in Central and South
America
— Orkut, Hi5
• Widely Used in Asia and the South
Pacific
— Friendster, Mixi, Multiply, Orkut,
Wretch, Xiaonei, and Cyworld
• Widely Used in India
— Orkut, Facebook
Source: www.wikipedia.org
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It’s all about strategy….
• Facebook Engagement Strategy
• Facebook Fundraising Strategy
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Engagement Strategy
CONNECTIONS!
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CONNECTIONS
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Shared connections with Melissa Baer Adams
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Shared connections with Dean Davis
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Shared connections with Shiloh London
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Key Message: Facebook is about personal connection
• Facebook connects people
—YOU invite people into your personal network
—Connections are not limited to distinct groups
• High School Friends
• College Friends
• Friends from “back home”
—Power of the crosspollination of connections
• Friends of Friends
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Quick Poll
Do you have a
campus/organization
strategy?
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What is your strategy for connecting
people to each other?
What is your strategy for connecting
people to the institution?
How does Facebook fit into that
strategy? (Does it?)
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Engagement Strategies:
How do you connect people to the institution?
• Affinity Groups
— Formal (like the speech team, the basketball team)
• Can be “official” institution pages
• Should have a strategy for managing “rogue” pages that
present as “official” pages
• Fan Pages
— Informal “Fan of those who lived in Williams Hall, 2nd Floor”
• No control over these, but that is OK
• Make sure you are paying attention to what “connects
people to each other”
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Quick Poll
Are you using Facebook
Pages or Groups?
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Facebook
GROUPS
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Facebook GROUPS have security that PAGES don’t have
• Facebook’s groups are analogous to clubs in the
offline world.
• Groups can be secured to a particular network or
the entire Facebook community.
• Groups have administrators that manage the group,
approve applicants or invite others to join.
Source: www.mashable.com
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Feather River College Horse Program
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`
Mt. SAC Group associated with an EXPERIENCE related to the PLACE
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College of the Sequoias-Nursing School Alumni, a Profession and Program
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Facebook
PAGES
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Facebook Pages
“Groups are great for organizing on a personal level
and for smaller scale interaction around a cause.
Pages are better for brands, businesses, bands,
movies, or celebrities who want to interact with
their fans or customers without having them
connected to a personal account, and have a need
to exceed Facebook’s 5,000 friend cap.”
Source: www.mashable.com
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Combined view or separate views
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Key Message: Facebook is about affinity
Facebook connects people who want
to associate with groups and causes
—This moves from social networking to the realm
of “online community.”
—Facebook is a mashup of a social network and
online communities.
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ROI on Engagement Strategies for Facebook Pages
• Organizations posted to their Facebook Pages about six times
weekly.
• 2.5% of each organization's Facebook fans took some sort of
an action weekly such as contributing wall posts, "likes," or
comments.
• Generating a high fan rate is important, since news feeds
carry that activity to potential new fans.
• Facebook fans grew by 3.75% monthly. However, it’s
important to note that 2% of Facebook fans either removed
themselves or chose to hide the news feed monthly.
Source: Social Media Benchmark Study
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Can we use Facebook affinities
for fundraising purposes?
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BFAN-Bradley Forensics Alumni Network
• Officially sanctioned affinity group
• Organized group with elected board
• University staff member manages
relationship with the network board
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Example: Affinity Group Page. Membership is managed.
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• Intent
— Build community among alumni for the purpose of assisting
the mission of the current team and advancing the team back
to national championship status.
• “Remember When” Quality
• Engagement with “generations” before and after yours
• Engage with current students
—Volunteer coaching
—Volunteer judging
—Alumni Work Weekends
• Fundraising Campaign to endow scholarships for the team
“Formed in 2006, BFAN seeks to strengthen Bradley University by
connecting members, coaches, and friends of the legendary Bradley
speech team back to each other, the forensics program, and the
University.”
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Timely and frequent updates on team tournament results
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Regular events: work weekend, conference calls, volunteer opportunities
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“Real Time Chats” to see national results posted and awards ceremony.
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Evolution from Engagement to Fundraising
• Long term vision of the founders of BFAN to raise funds
to support the team
• Long-term engagement with University officials to
coordinate an effort
• Progress was stalled until a development officer who
“got it” was assigned to our cause
• In the interim…..
— Over 200 alumni and friends (about 1/3 of the known
alumni with an affiliation to the team) have engaged via
Facebook
— On-Line has converted to “in person” support of the team
— Facebook is a vital communication tool for the board and
the alumni
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What is the Return on Investment for this type of approach?
• What is the “investment?”
— Relatively low cost of investment
• Viral nature of Facebook
• Leveraging of personal connection to extend to
groups/pages
— Increased “value” if content is meaningful, timely and relevant
• What is being measured?
— Number of group/page members?
• Quantifiable
— Meaningful Engagement?
• Qualitative
• How can we measure that fundraising dollars were a direct
result of Facebook “investment?”
— Mainly anecdotal
— Difficult to measure
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Another approach…
Use your Facebook pages/groups to
promote your official web pages with
fundraising information
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What is the Return on Investment for this type of approach?
Return on Investment is essentially
the same argument previously
discussed.
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Another approach…monetization on Facebook
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Another approach…Facebook Causes www.causes.com
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http://exchange.causes.com
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How successful are Facebook Causes?: A question of ROI
To Nonprofits Seeking Cash, Facebook App Isn't So Green
Though Popular, 'Causes' Ineffective for Fundraising
Washington Post , April 22, 2009
— Fewer than 1% of people who join a cause donate to it
— 25,000,000 people on Facebook have joined causes
• 185,000 people have donated to causes
• Median gift is $25.00
• The MAJORITY of causes have received no donations
— Fewer than 50 of the 179,000 group related causes have raised
$10,000
— Nature Conservancy and Students for a Free Tibet have reached
over $100,000
Source: www.washingtonpost.com
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The Nature Conservancy
• Has raised (as of April 2009) $198,000 on Facebook Causes
• They have FOUR staff members dedicated to representing
the organization on social networking sites.
• They use Facebook Causes to post information, news and
publish events.
Source: http://www.washingtonpost.com/
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