Blackbaud, in partnership with Small Act and the National Wildlife Federation, recently published an interesting whitepaper on social media influencers and how to identify them for fundraising efforts. What I found most interesting about this whitepaper (which you can download here) is how influencers are scored based on how many networks on which they’re active, how large their networks are, and how engaged they are with those networks. The whitepaper breaks influencers down into 4 groups:
What’s even more interesting, is while Key Influencers and Engagers make up only 6% of total influencers, they have a total average estate value of over $700K. So, when it comes to engaging social media influencers for your next fundraising campaign, those two groups should be your biggest focus.
But, don’t discount Multichannel Consumers and Standard Consumers. While not as active on social media, they’re prolific (94% of total influencers) and still wield considerable donation power. They should be engaged in different ways, since they tend to be influenced more than influential – following the recommendations of their social media networks, friends and family.
Blackbaud produced this useful infographic, which defines each of the four groups and gives a good overview of the information contained in the whitepaper:
