1. BEYOND THE ‘LIKE’ — Secrets for Converting Your Catholic Organization’s Social Followers To Engaged Participants and Key Supporters —

2. TODAY’S PRESENTERS ROB FAUGHNAN Director of Stewardship and Development, Diocese of Colorado Springs LESLEY SNYDER Director of Digital Strategy and Corporate Staffing, CCS GARY HAWKINS Corporate Vice President, CCS

3. LEARNING OBJECTIVES CREATETRACKMEASURE How to create and incentivize highly sharable content that’s not expensive and can be produced by anyone. How to track conversions from ‘likes’ to engaged donors and participants. How to measure ROI and use metrics to steer future strategies and budgeting decisions.

4. E-PHILANTHROPY DEFINED Social Media Communication Data Storage and Use Online Giving

5. ONLINE GIVING TRENDS The dominate giving channel for new donors 64 years old and younger is online. Revenue and household income for online acquired donors is significantly higher than for offline acquired donors. It has become increasingly common for new donors to give their first gift online. Every year, large proportions of online-acquired donors switch from online giving to offline sources – primarily to direct mail. $1.43 billion was raised online, 6.7% of all fundraising in 2014! #GivingTuesday increased by 63% since 2013. $45.7 million in donations reported! Online giving grew 8.9% in 2014! (compared to an overall giving increase of 2.1%)

6. GETTING STARTED WITH SOCIAL MEDIA KEY ACTIVITIESFACEBOOKTWITTERLINKEDINBLOG Attract Donations Demonstrate Impact Share Knowledge Build Communities Get Pledges Signed Recruit Staff/Volunteers

7. KEY CONSIDERATIONS WHEN CHOOSING OUTLETS Target Audience Know where your constituents look for information Ease of Use For your constituents and for those managing your outlets internally Popularity Choose outlets that match the demographics of your audience, not only those that are in favor at the moment Interactivity Choose outlets that encourage active dialogue

8. FOUR SOCIAL MEDIA TRENDS RE-SHAPING RELIGION Ministers-On-The-Go As the reality of part- time, bi-vocational, and otherwise extra- congregational lay and ordained ministry continues to grow, believers and seekers shaped by digital culture increasingly expect mobile accessibility to everything Social Prayer More than half of the top twenty most engaging pages—those that share content that inspires participants to interact with one another—are religious Careful Curation Curate content that appeals to or productively challenges the interests those in one’s networks, invites conversation, and encourages sharing across networks A Few New Commandments Be familiar with the United States Conference of Catholic Bishop’s social media guidelines

9. LEARNING OBJECTIVESGET INVOLVED: #GIVING TUESDAY Religious Organization Case Studies UNITED METHODIST CHURCHWORLD VISIONJCC OF BALTIMORE In 2013, raised over $6.5 Million for the church’s Advance Projects In 2014, the General Board of Global Ministries, the mission sending agency of The United Methodist Church, provided a $1 million matching grant to help raise more than $3 Million Created toolkits, graphics, logos and other materials for branches around the world to download and lead their own #GivingTuesday campaigns Partnered with Thirty-One Gifts, a direct sales company that focuses on personalized handbags and accessories, to double the impact of donors on #GivingTuesday For every donation made to World Vision on #GivingTuesday, Thirty-One Gifts donated a Hope Kit (up to 3,100), filled with essential supplies help a woman or girl in need in the U.S. get back on her feet In 2012, the JCC of Baltimore ran the most successful #GivingTuesday campaign, bringing in more than $1.2 million dollars Building on this success, the JCC replicated their 2012 campaign in 2013 by hosting a day-long telethon, where employees called donors to thank them for their support The JCC exceeded their goal and used the day to target lapsed and new donors

10. MEASUREMENT Track Conversions What activity drives click-throughs to your website? What can we do to improve click through rate? What content, timing, and other testing should we do to collect data for future improvements? Analyze the Costs FTEs Bandwidth/cost per megabyte Utility/power Measure the Impact Monitor your website traffic Poll your donors Ask people to subscribe Ask people to become volunteers Track fans, followers, friends, subscribers Determine the ROI Exposure Engagement Influence Action

11. ONLINE BEST PRACTICES 1 2 3 4 5 6 7 8 Keep it simple and consistent Brand your social media pages Integrate, interact, engage, and cross populate content Post regularly Make it easy to share Take advantage of social media management tools Be aware of the risks, such as liability for information posted online, and not having the internal resources to effectively and appropriately manage your online presence Capitalize on major events, such as text-to-pledge at a gala, press mentions, and high profile, mission-related events

12. ONLINE BEST PRACTICES: EXAMPLES Keep it simple and consistent Capitalize on major events Brand your social media pages Make it easy to share Integrate, interact, engage, and cross populate content Post regularly