This case study assesses whether this non profit should get into Social media.
Each non profit probably should have a social media presence. The question is how much of a presence and how many hours staff devote to this. If the goal is for donations, keep track of the hours staff spends on social media and estimate how effective it is compared to other marketing activities on the leader board. If the goal is advocacy, keep track of the hours staff spends on social media and compare with your other advocacy activities.
Should we set up a presence on Twitter, Facebook and LinkedIn?
- primary – to fulfill our advocacy role in promoting the cause of at-risk youth.
- secondary – to create a network of supporters that we can ultimately ask for donations.
Conclusions: The cost to establish a presence on social media is $1,000. The expected revenue is $750. This gap is the price necessary to fulfill our advocacy role.
Advantages of social media:
- increase awareness of the needs of at-risk youth
- grow a database of supporters that we could eventually convert into donors
- attract a younger audience than our typical donors
Disadvantages of social media:
- staff time to create presence (estimated 5 days)
- staff time to maintain presence, write blog (estimated 1 day per week)
Cost/Benefit valuation: Cost: staff time $1000 Benefit: # new online supporters estimated 250 % who will agree to donate 6% # new donors acquired 15 average donation $50 expected revenue $750