Big thanks to everyone who was able to join us live!
Presented by Shawn Kemp on March 29th, 2016.
Big thanks to everyone who was able to join us live!
Presented by Shawn Kemp on March 29th, 2016.
Increasingly, Organizations are Finding Success in Facebook Fundraising
Between 2012 and 2014, social donations rose by 32%.
90% of these social donations were made through Facebook. To really put that in perspective, the next highest platform, Twitter, sits at 3% of all social donations.
[well]The obvious conclusion: Social donation is growing and Facebook is king. [/well]
These findings came from a study conducted by DonorDrive, and are really quite eye-opening.
Increasingly, users are growing more comfortable with giving on Facebook and nonprofits, are getting better at encouraging and asking for these donations.
Social media (Facebook in particular) is the new frontier of giving. If your nonprofit isn’t fundraising on Facebook, you could be losing thousands in donations every year.
Here are some pro fundraising tips that will lead to more donations and passionate, engaged supporters:
The most important part of creating a donation action is putting your audience first. Get to know them—look for patterns and clues. What actions and issues have done well previously? Past performance is a great predictor of future success. Look at past fundraising efforts and see what worked and what didn’t. You can also use Insights or the Page Analyzer to look at your posts and find what’s working. This will give you some clues on what your audience will engage with and support.
Your audience has to believe that their donation will lead to positive change; can you express that? Let potential donors know how and where their money will be used. Make them believe their money will have an impact. The better you paint this story, the more donations your cause will receive, so spend some time here.
Whether writing in the Facebook post or on the donation landing page, these tips work in all formats:
Top Tip: Issue not organization: Keep the fundraising appeal tied to supporting an issue, not the organization. Even your most dedicated supporters ultimately care more about the issues than the organization that works on them.
Make sure that the image is powerful and attention-grabbing, but also relates directly to your action.
Some organizations have found that they can raise almost as much from using an upsell strategy as from doing direct fundraising appeals. If you haven’t heard of it, an upsell is a secondary action. In other words, if you have a non-fundraising action such as pledging, the next page that the action-taker will see will be a fundraising appeal.
This upsell strategy can work well because many of your supporters who took the initial action will be the same type of people who are motivated to take a fundraising action. In fact, they might already be more committed because of the initial action.
Relevant: Relate the upsell fundraising appeal as much as possible to the action or issue that the action-taker is supporting. For example, if your supporter is pledging to stop bullying, ask them to fund the effort to launch an anti-bullying campaign.
Clean Transition: Make sure that the transition from the action to the fundraiser isn’t jarring. Think about elements like consistent voice, style and web address.
If you are finding a fundraising action that works, keep posting it until it’s not doing as well. Jewish Voice for Peace created 11 different posts to promote their one fundraising action, whereas the Bob Brown Foundation did three posts.
38% of social donations happen from a smartphone. That means the simpler and more straightforward your donation ask is, the more likely supporters are to give. Eliminating unnecessary steps and being upfront with your ask will increase the number of mobile users who complete the donation process.
There is one caveat to the strategies above. Outside of the rare exception of a serious viral moment, direct Facebook fundraising first requires a sizeable engaged community. Peter Deitz puts it like this:
“Consider engagement like an open rate. According to M+R, .07% of people who receive NGO fundraising emails donate. That means, on average, you need 10K people on your email list to receive seven donations.”
Let’s look at a successful donation action that illustrates the importance of this.
2,800 people engaged with the action
53 people donated
The average donation was $25
Bob Brown raised $1,300 total
This kind of response requires some serious engagement.
The lesson: You’ll need a lot of regularly engaged people in order to accomplish meaningful outcomes from social fundraising.
So if you don’t have at least a few hundred people engaging with your posts, consider putting a little more time into building your engaged audience first.
At the end of the day, it’s important to be flexible and not afraid to fail. Every supporter base is as different as the causes they support. It can take a little time to figure out what your audience responds to and how they like to give.
Be patient, learn as you go, and the pieces should fall into place.
For too long, your average Facebook Manager thought it was about…
Today, we recognize how silly it is to think that awareness alone could somehow have a real impact on our mission.
Impact is the result of action, whether it’s supporters lending their voice or time to a campaign, or making a donation to support the cause.
“Engagement” is the term used to describe action online these days and the evolution from “awareness” to “engagement” is a very positive one indeed.
But, engagement is a two-way street. Engaging people requires action on your part, too.
So, how does a pro Facebook manager increase engagement? How do you track progress and know if you’re getting the most out of Facebook?
Here are three big bucket goals that you should be working to improve upon no matter if your page has 3,000 fans or 3 million fans:
Let’s dig a bit deeper into each of these three goals.
Reach is simply a measure of how many people your message gets to.
And remember, only relative performance matters.
If we look at fan count alone, DoSomething is putting OurTime to shame.
But not so fast! Let’s take a closer look at engagement:
Okay, the number to look at here is the 67,000 people talking about OurTime.org. That’s a substantial number, despite the relatively small number of Likes (exposure). Now, let’s look at the other example.
64...so, which organization has greater reach? Clearly, it’s OurTime. And why are they reaching so many more people?
The answer is painfully obvious: OurTime is creating much more highly engaging, viral content. Which leads us to our next key objective.
Engagement and Reach are tightly intertwined, but it’s important to measure both separately so you know where, and on what, to focus time and energy.
Truth is, no matter how large your page is, if people aren’t engaging, your page will fail to provide return on investment.
If people aren’t engaging with actions that further your mission, how can they possibly have an impact?
Facebook is constantly making changes to the algorithm that determines which of your posts show up on which of your Fan’s walls and on which of their friend’s walls.
This algorithm is called EdgeRank.
It’s always been a source of frustration, but the most recent changes have made Facebook even less forgiving to pages that fail to post click-worthy content.
However, as we can see from OurTime’s page performance, edgerank isn’t hurting everyone.
EdgeRank can be your friend if you focus on engaging people. Posting content that engages is the only way you can hope to succeed as a Facebook manager without spending tons of money. Even if you spend that money, without engaging content, your ad dollars aren’t going to bring the return you hope for.
This one is a little harder than reach.
Facebook provides good metrics that help us measure the overall engagement of a page, but it can be hard to really see and learn how we’re doing on a post-by-post basis.
What we really want to measure is how many people on average are engaging with each of your posts and identify those that fall flat.
Understanding average engagement per post, and being able to quickly find your top performing content are the key steps for a Facebook manager to learn what’s working.
Then you can make adjustments to the types of posts you share on your page. One quick and easy way to do this is ActionSprout’s free Facebook Engagement Analyzer.
Let’s do a quick analysis on OurTime’s Facebook pages to see how well they’re each doing with engagement.
By running the tool to generate the report, we can see that over the past hundred or so Facebook posts, OurTime, on average, has engaged 1,206 people per post. Keeping in mind that their current fan count is 990 we give them an engagement score today of 12,182. This is nothing short of extraordinary.
Okay, so posting content that gets people clicking “like”, “share” and commenting is required in order to succeed on Facebook. Does that mean you should just post softball images of kids and kittens?
Of Course Not!
Successful pages on Facebook do a good job of balancing the “cheese and broccoli. “That is, you don’t want a page that has nothing but cheap memes, however, a page with nothing but on-message all-business posts will fail over time.
The right mix is one that allows your page to continually grow while maximizing the quantity and quality of engagement you can drive from your Facebook page.
There are other important factors to be thinking about as you work to engage people on Facebook. These include:
Now we need to explore your third key objective, as a Facebook Manager, that brings success and ensures your efforts directly impact your mission.
Different organizations value different kinds of data.
Depending on what data you keep in your donor/supporter database, and on how you use email and advertising for support, you’ll be looking to capture different kinds of info from supporters.
For most organizations, the important pieces of data they can capture are names and email addresses so they can connect with their supporters directly.
Facebook can be a powerful tool for building your email list, and when coupled with your email strategy, can really help take your donor cultivation to a new level.
Capturing data is tightly connected to engagement on Facebook!
You need to be capturing information about every person that completes an action on your behalf so you can find your biggest supporters, and then reach them directly when you to.
OurTime uses ActionSprout. They’ve given us permission to share some insights gleaned from what they’re doing and the impact their actions are having.
Interestingly, of those who opted-in for email communication with OurTime on Facebook, only about 30% of those were current fans of their page.
The remaining 70% are new fans won through using engaging actions.
So there you have it.
The formula for getting the most out of your Facebook efforts, include three complimentary, intertwined objectives: Reach, Engage and Collect data.