PEER-TO-PEER SOCIAL MARKETING

Transcription

1 PEER-TO-PEER SOCIAL MARKETING Reaching A New Generation Presented By Julie LeFils BACKGROUND BY SMILETEMPLATES.COM

2 THE MILLENNIAL IMPACT PROJECT u Throughout the first four years of the Millennial Impact Project, the following trends emerged and evolved: u Millennials engage with causes to help other people, not institutions. u Millennials support issues rather than organizations. u Millennials prefer to perform smaller actions before fully committing to a cause. u Millennials are influenced by the decisions and behaviors of their peers. u Millennials treat all their assets (time, money, network, etc.) as having equal value. u Millennials need to experience an organization s work without having to be on site.

3 ON TODAY S AGENDA u SOCIAL CULTURE u What is a Social Culture? u How do I foster that environment? u SOCIAL MARKETING u What is Social Marketing? u How can it be successful? u PEER-TO-PEER FUNDRAISING u What is Peer-to-Peer Fundraising? u What does it mean for MY Organization? u How can I utilize it effectively?

4 A LOOK AT SOCIAL MEDIA u Social Media outlets provide ways for users, just like YOU, to use THEIR voice and write THEIR own messages for the world to see. Social media is a dialogue where individuals discuss everything from the best cup of coffee to world peace. Social media has created a new normal because EVERYONE is an author. No longer is media just about listening; it is now about engaging, discussing, and commenting ourselves. u Social media is a two-way street.

5 WHAT IS A SOCIAL CULTURE? A Social Culture understands why Social Media is successful: ENGAGEMENT Social Culture: A fundamental reorientation of the organization to utilize all staffers AND supporters to improve engagement with the public. (The Networked Nonprofit, Beth Kanter)

6 BUILDING A SOCIAL CULTURE u Create a Social Culture within the Organization u Staff must be empowered to be brand ambassadors u Staff must be INTENTIONAL in sharing their passion and joy for what they do u Everyone should take Pictures and Write Down Stories (Don t forget to obtain a signed media release) u Remember: PICTURES are worth more than 1,000 words! Pictures give a glimpse inside the efforts, convey emotion, and rally support u A success story? A unique event? Write it down! In order to promote awareness it must be personalized u SHARE! Share the stories and the pictures! Put them on your website, get them up on social media, submit them to the media, write a newsletter to supporters, etc

7 NORMALIZING A SOCIAL CULTURE u Organizations with Social Cultures: u Use social media to engage in two-way conversations u Embrace mistakes and take calculated risks u Reward learning and reflection u Emphasizes failing forward and failing fast u Overcomes organization inertia through open discussion u Understands and appreciated that informality and individuality does not indicate lack of caring, professionalism, or quality u Trust staff to make decisions and respond rapidly to situations rather than crawl through endless check-off and approval processes The Networked Nonprofit: By Beth Kanter and Allison Fine

8 SHARING THE SOCIAL CULTURE u Share the Social Culture with Supporters u Use Social Media to find and engage Supporters u Individuals want to have the inside scoop one what is going on. They want to give their suggestions/concerns AND have someone respond to them. u Capitalize on new ways of Communication u Example: use the hashtag (#) to virtually brand your particular topic or event u Empower Free Agents u Free Agents are individuals outside of the organization that work to organize, mobilize, and raise funds for the CAUSE. u Free Agents need to be brought into the inner circle and appreciated u Remember to LISTEN - there is a conversation happening online that is about you, and it takes place with or without you

9 SOCIAL MARKETING DEFINITION u Definitions Include: u Social Marketing is a planned process for influencing change. Population Services International u Social Marketing is a strategy that uses marketing concepts to influence behaviors that benefit individuals and communities for the greater good. Health Canada Social Marketing u Social Marketing is an application of commercial marketing concepts, knowledge, and techniques to non-commercial ends for the society s welfare and well-being. Business Dictionary

10 SOCIAL MARKETING HISTORY u Social Marketing is a new way of thinking about very old concepts u Every social system throughout history attempts to: u Inform u Persuade u Influence u Motivate u Encourage u People strive to promote new ideas and change behavior

11 SOCIAL MARKETING ROOTS u Deep Roots u Religion u Politics u Education u Intellectual Roots u Psychology u Sociology u Communication Theory u Practical Roots u Advertising u Public Relations u Market Research CAUSE AUDIENCE MARKETING

12 SOCIAL MARKETING SUCCESS u Successful social marketing programs seek insight into their consumers and the market and target segments of the population most likely to change u Social Marketing combines the best parts of traditional approaches to create an integrated planning and action framework u Social Marketing focuses on the CAUSE. It begins by creating awareness and ends in changing behavior

13 FUNDRAISING OVERVIEW u General Fundraising: The Organization. u Finds the Potential Donors u Gains their Trust u Engages them in the Mission u Peer-to-Peer Fundraising: The Supporters. u Find the Potential Donors u Share the Story of the Organization u Engage them in the Cause u In Peer-to-Peer Fundraising, the organization s job is to provide guidance, tools, & strategy for supporters to create their own initiatives

14 PEER-TO-PEER FUNDRAISING u Peer-to-Peer Fundraising Defined u When an organization EMPOWERS its supporters to raise money (from their peers) on behalf of the organization u Benefits of Peer-to-Peer Fundraising u Gives Automatic Credibility u Expands Donor List u Multiplies Organization Efforts u Enhances Creativity u Gains Awareness for the Cause

15 CROWDFUNDING u Crowdfunding vs. Peer-to-Peer Fundraising u Crowdfunding is a collective effort to pool money together in support of an organization, person, or initiative u EXAMPLES: Kickstarter, Give Forward, Go Fund Me u Crowdfunding is single-tier one campaign is set up and then promoted u Peer-to-Peer Fundraising is a version of Crowdfunding u Peer-to-Peer Fundraising is multi-tier after a campaign is set up, users are able to set up their own pages within the campaign and fundraise on their own. u EXAMPLES: Crowdrise, Razoo, StayClassy OR DonorPerfect, Blackbaud, etc u Peer-to-Peer Fundraising tends to include team fundraising, and donors can contribute on any level u Peer-to-Peer Fundraising often incorporates with an offline event

16 SUCCESSFUL FOR MILLENNIALS u Why is Peer-to-Peer Fundraising Successful for Millennials? u Lets supporters share their VOICE u Gives supporters social reinforcement u Allows individuals to get involved when and how they want to u Encourages collaboration u Shows progress and increases transparency -Scot Chisholm, Classy

17 THE STATISTICS u 5.1 Billion Raised in 2013 u $88 - Average Donation u $534 - Average Individual Total u $9,237 - Average Team Total u 28% of Donors are Repeat Donors Infographic from Craigconnects.org

18 GET STARTED: PEER-TO-PEER u 1. Know Your Audience u 9. Monitor the Process u 2. Start Small u 10. Measure Results u 3. Set Goals u 11. Thank Donors u 4. Find a Site u 12. Debrief u 5. Develop a Plan (on multiple channels) u 6. Stay Connected u 7. Give Praise u 8. Demonstrate Impact

19 TODAY WE DISCUSSED u SOCIAL CULTURE u How do I foster that environment? u SOCIAL MARKETING u How can it be successful? u PEER-TO-PEER FUNDRAISING u What does it mean for MY Organization? u How can I utilize it effectively? u PEER-TO-PEER SOCIAL MARKETING ties it all together u By creating a SOCIAL CULTURE, engaging both staff AND supporters, and letting the CAUSE take the forefront, individuals become EMPOWERED to share the message, CHAMPION the cause, and raise funds.

20 REFERENCES: u How Nonprofits Can Leverage Crowdfunding by Beth Kanter u Peer-to-Peer Fundraising By John Haydon u Crowdfunding: What Your Nonprofit Needs to Know By Scot Chisholm u Social Marketing can Make People Healthier by Population Services International u A Brief Review of Social Marketing compiled by Tools of Change u The Networked Nonprofit by Beth Kanter and Allison H. Fine u The Power of Real Time Social Media Marketing by Beverly Macy