facebook roi for nonprofits

Ehren Foss@ehrenfossehren@helpattack.com

Vanessa Swesnik@vswesnik@helpattackvanessa@helpattack.com

Facebook ROI for Nonprofits

http://info.helpattack.com | @helpattack | support@helpattack.com

Return on Investment (ROI)The ROI of social media should be measured as a long term investment with compounding growth, rather than a short term balance sheet.

Where would you be without your email list today?

We’ll cover:• Ways to increase ROI generally • Specific ROI measurements

Who are we?

You can succeed on social media

• Without a million followers• Without a post from Justin Bieber• Without adding another job to your day

What is success?

• What is your strategy? How is your mission supported by social media?

• Just because it’s easy to count…• Make sure your tactics & metrics support

your mission

Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDH

Social Media vs. Email

• Audience is crucial: Who > How Many• Experiment, test, and improve• Move donors up engagement ladder: Stewardship• "House File" is crucial: Supporter Database• People give/act because:

o People they know give/acto There's an immediate needo They are asked

People give to faces and heartbeats, not

statistics!

More similar than different

• Know your potential donorso Made easier by apps, passive data collection

• Make them feel specialo Easy, and free, to do on social media

• It's $10, not $10K, but the same model can work• The large gift donors of 2032 could be on Facebook

right now

The big donors at your gala probably have a Facebook account to interact with their grandkids.

Social Media and Large Gifts

• Set realistic goals• Grow your community• Reward participation• Use em' if you got em'

o Leverage a special event, celebrity ambassadors, corporate sponsors

• Thank donors!

What are best practices for social media campaigns?

1. Get 10 new donors/participants2. Learn who they are3. Thank them individually

o Not with direct mail4. Follow up

Ten donors giving $25 per month all year is an extra $3,000. Not bad!

What are realistic goals?

About 6 hours of work over 6 weeks.

• 1 hour to brainstorm the right kind of campaign for your cause, and the supporters you want to reach

• 1 hour to invite other stakeholders & discuss• 1 hour to ask partners or super-supporters to help spread the word• 30 minutes to write a blog post• 30 minutes to include in an email to your list• 2 hours of monitoring social media• 1 hour to download reports and upload into your supporter database

What time and effort are needed?

Good.• "Did you know you can

donate by..."• Please give to support the

Animal Rescue Organization

• Please share!• We're trying to raise $25k

this year.

Fundraising MessagingBetter• Matching deadline today -

Donate now! • Save this homeless dog

today. All it takes is your $5 donation

• Donate, THEN share!• We're trying to raise $250

from our Facebook fans *today* We're only 3 donations away!

http://www.nonprofitmarketingblog.com/ http://johnhaydon.com

Messaging

• Earth Day, Valentines Day, event• …or create one! #oceangiving

http://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgiving

Use it: Leverage a Special Event

• Celebrity ambassadorso Local & personal are best!

• Corporate sponsors• Local media, previous supporters

Use em': Partners, Advocates

http://scr.bi/JUUCFo

• Reward participation

o “Like” for a chance to win…o Submit a picture for a chance to win…

• Nonmonetary gifts o Facebooker of the weeko Pizza box autographed by all staff

Reward Participation

Reward, Engage, Raise Awareness

Thank supporters/donors right away on social media. It's free and powerful.

What's a free and easy way to keep supporters happy?

Real World "Thank Yous"

• Provide inspiring stories about what donors are accomplishing with their giving o "Susan just donated enough for 20 thanksgiving

meals! Thank you!"• Be personal• Be specific: "Thanks for volunteering today Brian!"

more: http://www.futurefundraisingnow.com/future-fundraising/2012/02/how-skimping-on-your-donors-can-make-you-lose-your-shirt.html

http://www.bethkanter.org/say-thanks/

Best Practices for Thanking Donors

Grow Your Audience

• Google Grants: Ads• YouTube: Special features• Hope140: Ads, features• LinkedIn: Volunteerism

http://www.google.com/grants/ http://www.youtube.com/nonprofits https://www.facebook.com/nonprofits http://hope140.org/contact http://learn.linkedin.com/nonprofits/

Special nonprofit benefits

Who: Heifer International

Experiment : Figure out most cost effective type of ad to drive campaign traffic

Method: Multiple ads1. Directed to FB pledge tab app2. Sponsored stories3. Promoted stories4. External URL

Facebook Ads

Use them when you...• Need to jump start a new community• Need to quickly reach a specific audience• Have the budget

Be sure to...• Target by location, demographics, and interest• Test your ads (try different versions)• Invest in your landing pages

Or try sponsored stories, promoted stories, tabs…

Facebook Ads

• Post the right stuffo Like other pages and tag them

"....@[page name], FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo, synopsis• Encourage discussion

o Ask questionso Pollso Private messages

Facebook Pages

Engage your audience

Small to Medium Nonprofits

Use Free / Low Cost Tools• Listen: Hootsuite, TweetDeck, SproutSocial,

Google Reader• Measure: Google Analytics, Facebook Insights,

Feedburner, TweetReach• Manage: Reminders, Bookmarks, Shortcuts

Spend an hour creating social media / online response guidelines for your organization. Share the logins. It's OK!

Small to Medium Nonprofits

• You can really know your supporters• Grow the right audience• Easier to ask them for things

Try this:Choose a random hundred and look at their profiles. How did they find you? Who are they? Why are they following you? What value can you provide?

Smallness as an Advantage

PETA and FreeArtsNYC

1,400,000 vs. 1,700Same result!

Jet Blue Tickets (parnter / sponsor)Engaged partners - Gagosian gallery

Sustained messaging

Punch Above Your Weight

• Set appropriate goals• Individual attention

o Tie individual donors to specific resultso Personal thank yous

• Get a leg upo Borrow an audienceo Partnershipso Spend when appropriate

• Long term investment

Small Org Fundraising

Metrics

Return on Investment Metrics

• What is the investment?– $, time, calling in favors, opportunity cost, social

media calendar ‘slots’

• What is the return?– $, new volunteers, new contacts, web traffic, news

stories, individuals served, lives saved

• Divide result by investment

• Dollar per unique visitor• Divide total $ raised by "Unique Visitors" in Google

Analytics• Divide total actions taken, petitions signed,

comments, shares… by “Unique Visitors”

• Measures ratio of people who saw the task to those who took action.

• Increase by experimenting with visual content, text, calls to action, and targeting

• $500 donated by100 unique visitors= $5 / unique visitor

Results per unique visitor

o Divide total $ raised by number of hours spento Divide shares, actions, comments… by staff hour

spento 6 hours spent on campaign yielding $1,000 =

$167 per hour.

o Increase by holding efficient meetings, with more automating, documenting (for easy lookup), training, and using or purchasing tools.

o Reuse what works

Results per staff hour

• Donation page conversion rateo Divide number of donations divided by unique

visitors, multiply by 100, add a % symbolo 250 visitors, 25 donations = 10% conversion rate

o Conversion Funnelo When the action takes multiple steps, each step

has a conversion rate.o Conversion rates multiply (get smaller)o E.g., Send an email 1,000 people, 100 click, and

then 10 donate. Overall conversion rate is o 10% X 10% = 1%

Donation Page Conversions

• Click to share ratio• How many people shared / liked / commented? • How many people actually clicked on it?• Facebook insights said 2,000 “reached”, but only

20 clicked through = 1% click to share ratio.

Likes, shares, comments, discussions… per investment.

How much activity is 2nd or 3rd hand? Measure virality.

Amplification Metrics

• Facebook is far more similar than different from other fundraising

• Sharing is criticalo Make it visualo Make it specific

• Focus on your foundationo General online donationso Supporter databaseo Create culture of listening & openness

• Then pick appropriate tools & campaigns• Try it, measure it, fix it, repeat

The Takeaway Slide (Wake up! almost over!)

• FirstGiving• Chirpify• Causes• HelpAttack!

Social Media Fundraising Tools

Share your pledge

Make a pledge!

Cause + Specific campaign

Thanks for coming!

Blog & resources: http://info.helpattack.com

Sign up: http://helpattack.com/addcause/search

@helpattackhttp://facebook.com/helpattack(512) 934-2410

Questions?

facebook roi for nonprofits

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