2013 NTC: How 2 Nonprofits Utilize Social-Media Data, Part 1
Ever since social media took off, fundraisers have been trying to decipher exactly what that means for donors and their fundraising, as well as how to go about utilizing the channel. Now with social media firmly entrenched in the social consciousness, there are mounds and mounds of social-media data fundraisers can explore to build deeper connections with donors and take advantage of social media.
At NTEN’s 2013 Nonprofit Technology Conference Thursday, four fundraising professionals discussed social data and what nonprofits should do with it, including how the National Wildlife Federation (NWF) and CARE leverage their social data. Here is what Casey Golden, CEO of Small Act; Mark Davis, director of technical solutions at Blackbaud; Danielle Brigida, senior manager of social strategy and integration at NWF; and Ken Bess, manager of Web development at CARE, shared during their session, “We Heart Social Data: But What Do We Do With It?”
Why is social data important?
Social data is important because it “gives you a real-time dossier on your donors,” Golden said. “You can get into the mind of the donor, understand who they are and what’s important to them now, and how to best engage with them.”
It’s all about doing social better and understanding how it can affect your nonprofit’s fundraising, programming, marketing and more. Social data allows you to be in the right place at the right time with the right message to donors and influencers.
The 4 types of influencers
Davis then outlined the four basic types of social-media influencers: key influencers, engagers, multichannel consumers and standard consumers.
Key influencers: The key influencers are the tip of pyramid and represent the top 1 percent of social-media users. These are people who have a significant ability to influence a broad base of social-media users, Davis said. They reach a wide net of people with a broad message. They’re great people to ask to become team captains for fundraising pages or volunteers.