Digital fundraisingLess magic, more hard work       Beate Sørum                 @BeateSorum   http://about.me/beatesorum
This is what we’ll talk about                    @BeateSorum   http://about.me/beatesorum
This is what we’ll talk about • How (sadly) digital fundraising isn’t magic                                         @Beate...
This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer                        ...
This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing...
This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing...
This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing...
This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing...
This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing...
This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing...
VIDEO-SLIDE  You can find the video here:http://www.youtube.com/watch?       v=x0EnhXn5boM                    @BeateSorum ...
@BeateSorum   http://about.me/beatesorum
Source: http://www.flickr.com/photos/          intersectionconsulting/4935135462/@BeateSorum http://about.me/beatesorum
Have you ever heard, or said, the following:                           @BeateSorum   http://about.me/beatesorum
Have you ever heard, or said, the following: «We haven’t found the key to fundraising on facebook yet»                    ...
Have you ever heard, or said, the following: «We haven’t found the key to fundraising on facebook yet»    «Yes, we’re on f...
@BeateSorum   http://about.me/beatesorum
@BeateSorum   http://about.me/beatesorum
Automagically, mmmm. Nope!     Source: http://www.jonodoiron.com/?cat=1   @BeateSorum   http://about.me/beatesorum
59 % have never raised revenue directly                through facebook or twitter                 40 % list budget / reso...
59 % have never raised revenue directly                through facebook or twitter                 40 % list budget / reso...
Raise your right hand                   @BeateSorum   http://about.me/beatesorum
Raise your right hand I, [name], do solemnly swear to never ever again believe that social media is a Magic Faucet of Free...
Raise your right hand I, [name], do solemnly swear to never ever again believe that social media is a Magic Faucet of Free...
Raise your right hand I, [name], do solemnly swear to never ever again believe that social media is a Magic Faucet of Free...
Who’s the digital consumer?• Impatient• High maintenance - customer service• Demands love• Will tell their friends. All 1....
@BeateSorum   http://about.me/beatesorum
@BeateSorum   http://about.me/beatesorum
@BeateSorum   http://about.me/beatesorum
@BeateSorum   http://about.me/beatesorum
VIDEO-SLIDE:                Link to video:http://www.youtube.com/watch?v=9dDw_BNdt0g                           @BeateSorum...
VIDEO-SLIDE:                Link to video:http://www.youtube.com/watch?v=9dDw_BNdt0g                           @BeateSorum...
@BeateSorum   http://about.me/beatesorum
@BeateSorum   http://about.me/beatesorum
@BeateSorum   http://about.me/beatesorum
http://www.slideshare.net/jwaddingham/how-real-people-use-social-media-to-make-a-real-impact                              ...
http://www.slideshare.net/jwaddingham/how-real-people-use-social-media-to-make-a-real-impact                              ...
«EVERYTHING ON THE    INTERNET ISACCELRATED DIRECT   MARKETTING»- quote from unknown smartie, picked up from twitter      ...
What makes a good DM?                @BeateSorum   http://about.me/beatesorum
What makes a good DM?• The ask                @BeateSorum   http://about.me/beatesorum
What makes a good DM?• The ask• Frequency                @BeateSorum   http://about.me/beatesorum
What makes a good DM?• The ask• Frequency• Target demographic                       @BeateSorum   http://about.me/beatesorum
What makes a good DM?• The ask• Frequency• Target demographic• Emotions                       @BeateSorum   http://about.m...
What makes a good DM?• The ask• Frequency• Target demographic• Emotions• Being the solution to a defined problem          ...
Too much space     http://www.flickr.com/photos/28634332@N05/6725985751/in/   @BeateSorum   http://about.me/beatesorum     ...
Too much space..so we forgetto prioritize, we forgetto ask,and we forget torigidly monitorand analyze.          http://www...
The ask          flickr.com/49889874@N05   @BeateSorum   http://about.me/beatesorum
What makes a good DM?✓ The ask• Frequency• Target demographic• Emotions• Being the solution to a defined problem          ...
Frequency            @BeateSorum   http://about.me/beatesorum
Frequency• How often do you send out a DM?                                    @BeateSorum   http://about.me/beatesorum
Frequency• How often do you send out a DM?• How often do you ask in an e-mail?                                       @Beat...
Frequency• How often do you send out a DM?• How often do you ask in an e-mail?• How often on facebook?                    ...
Frequency• How often do you send out a DM?• How often do you ask in an e-mail?• How often on facebook?• How often on twitt...
Frequency• How often do you send out a DM?• How often do you ask in an e-mail?• How often on facebook?• How often on twitt...
"users [on facebook] were annoyed by non-profits that    tried to push products or donations, or tried to get them    to s...
What makes a good DM?✓ The ask✓ Frequency• Target demographic• Emotions• Being the solution to a defined problem          ...
Target demographic Are your online donors the same     as your «regular» ones?                     @BeateSorum   http://ab...
Do we know who we’re talking to?                   2011:        • 9 000 customers in our webshop        • 1 200 were in ou...
Do we know who we’re talking to?                   2011:        • 9 000 customers in our webshop        • 1 200 were in ou...
Facebook page of NCS                 @BeateSorum   http://about.me/beatesorum
@BeateSorum   http://about.me/beatesorum
Demographic has become contextual       @BeateSorum   http://about.me/beatesorum
@BeateSorum   http://about.me/beatesorum
Erlend here is a nerd He wanted to do somethingfor the starving people on the        Horn of Africa                   @Bea...
Results:• 8 weeks• only 26 days to reach goal• 1289 donations• Avg. donation: $ 148,5• Total: € 191 570                   ...
What makes a good DM?✓ The ask✓ Frequency✓ Target demographic• Emotions• Being the solution to a defined problem          ...
Emotions aresupposed to be ourthing!           @BeateSorum   http://about.me/beatesorum
VIDEO-SLIDE:         Link to video:http://www.youtube.com/watch?       v=NB3NPNM4xgo                  @BeateSorum   http:/...
How does that make you feel?                  @BeateSorum   http://about.me/beatesorum
@BeateSorum   http://about.me/beatesorum
VIDEO-SLIDE:         Link to video:http://www.youtube.com/watch?        v=xgOyTNtsWyY                  @BeateSorum   http:...
What makes a good DM?✓ The ask✓ Frequency✓ Target demographic✓ Emotions• Being the solution to a defined problem          ...
A $14 donation = 2 Christmas Dinners                      @BeateSorum   http://about.me/beatesorum
A $14 donation = 2 Christmas Dinners            Results:          25.000 texts          = $350.000                      @B...
A $14 donation = 2 Christmas Dinnersif you never say «this is our          Results:goal» - you can never say        25.000...
So digital fundraising is about                    @BeateSorum   http://about.me/beatesorum
So digital fundraising is about• Sharing                    @BeateSorum   http://about.me/beatesorum
So digital fundraising is about• Sharing• Relations                    @BeateSorum   http://about.me/beatesorum
So digital fundraising is about• Sharing• Relations• Old techniques                    @BeateSorum   http://about.me/beate...
So digital fundraising is about• Sharing• Relations• Old techniques• Creativity                    @BeateSorum   http://ab...
So digital fundraising is about• Sharing• Relations• Old techniques• Creativity• Presence                    @BeateSorum  ...
So digital fundraising is about• Sharing• Relations• Old techniques• Creativity• Presence• Storytelling                   ...
So digital fundraising is about• Sharing• Relations• Old techniques• Creativity• Presence• Storytelling• Conversions!!!!! ...
«Its harder to give money awaythan it is to spend money buying               stuff»      http://www.useit.com/alertbox/non...
omg:-|I feel so cheap donating my $50 :C     @BeateSorum   http://about.me/beatesorum
wut?Seriously?!              @BeateSorum   http://about.me/beatesorum
For more:              http://baddonationforms.tumblr.com/wut?Seriously?!                                        @BeateSor...
Do we need ALL the data- all the time?        VIDEO SLIDE:    Link to video: http://  www.youtube.com/watch?      v=MvcQiV...
@BeateSorum   http://about.me/beatesorum
Please help  yourname@email.comxxx $ [VISA details]                  Give!                  @BeateSorum   http://about.me/...
What works on facebook• Lighten up - even if your cause is serious, you’re allowed to have fun.• You’re a part of peoples ...
What works on facebook                 @BeateSorum   http://about.me/beatesorum
What works on facebook• Lighten up - even if your cause is serious, you’re allowed to have fun.                           ...
What works on facebook• Lighten up - even if your cause is serious, you’re allowed to have fun.• You’re a part of peoples ...
What works on facebook• Lighten up - even if your cause is serious, you’re allowed to have fun.• You’re a part of peoples ...
What works on facebook• Lighten up - even if your cause is serious, you’re allowed to have fun.• You’re a part of peoples ...
@BeateSorum   http://about.me/beatesorum
Facebook + e-commerce              @BeateSorum   http://about.me/beatesorum
Facebook + e-commerce       ❤              @BeateSorum   http://about.me/beatesorum
• Pay to «show off» and identify with you• Let them look good                                     @BeateSorum   http://abo...
@BeateSorum   http://about.me/beatesorum
@BeateSorum   http://about.me/beatesorum
Results:$8,68 x 5.000 = $43.400               @BeateSorum   http://about.me/beatesorum
Twitter          @BeateSorum   http://about.me/beatesorum
Twitter• Microdonations - microgoals                                @BeateSorum   http://about.me/beatesorum
Twitter• Microdonations - microgoals• Great for advocacy                                @BeateSorum   http://about.me/beat...
Twitter• Microdonations - microgoals• Great for advocacy• Identify key players and ask for help                           ...
Twitter• Microdonations - microgoals• Great for advocacy• Identify key players and ask for help• Short, intense «drives»  ...
Twitter• Microdonations - microgoals• Great for advocacy• Identify key players and ask for help• Short, intense «drives»• ...
Twitter• Microdonations - microgoals• Great for advocacy• Identify key players and ask for help• Short, intense «drives»• ...
Working with bloggers                  @BeateSorum   http://about.me/beatesorum
Working with bloggers• For the love of [insert your deity] - do your research.                                       @Beat...
Working with bloggers• For the love of [insert your deity] - do your research.• Wrong blogger = PR disaster               ...
Working with bloggers• For the love of [insert your deity] - do your research.• Wrong blogger = PR disaster• Wrong approac...
Working with bloggers• For the love of [insert your deity] - do your research.• Wrong blogger = PR disaster• Wrong approac...
Working with bloggers• For the love of [insert your deity] - do your research.• Wrong blogger = PR disaster• Wrong approac...
What may the future hold?                  @BeateSorum   http://about.me/beatesorum
What may the future hold?• Charity:Water, Kony2012, Tom’s shoes                                     @BeateSorum   http://a...
What may the future hold?• Charity:Water, Kony2012, Tom’s shoes   • «Micro-problems»                                     @...
What may the future hold?• Charity:Water, Kony2012, Tom’s shoes   • «Micro-problems»• Increased competition               ...
What may the future hold?• Charity:Water, Kony2012, Tom’s shoes   • «Micro-problems»• Increased competition• Permission ma...
What may the future hold?• Charity:Water, Kony2012, Tom’s shoes    • «Micro-problems»• Increased competition• Permission m...
What may the future hold?• Charity:Water, Kony2012, Tom’s shoes    • «Micro-problems»• Increased competition• Permission m...
What may the future hold?• Charity:Water, Kony2012, Tom’s shoes    • «Micro-problems»• Increased competition• Permission m...
What may the future hold?• Charity:Water, Kony2012, Tom’s shoes    • «Micro-problems»• Increased competition• Permission m...
VIDEO SLIDE:         Link to video:http://www.youtube.com/watch?        v=V2rVYvylvZc                    @BeateSorum   htt...
VIDEO SLIDE:         Link to video:http://www.youtube.com/watch?        v=V2rVYvylvZc                    @BeateSorum   htt...
My top 10 tips1. Good landing pages2.Invest in conversion rates3.Measure social traffic    • What is effective? What effec...
My top 10 tips6.Be specific. Dare to define success.7.Do your research8.Communicate visually9.Lighten up!10. Say please an...
@BeateSorum   http://about.me/beatesorum
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AFP Toronto: Digital fundraising, less magic more hard work

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This is my session "Digital fundraising - less magic, more hard work" from the AFP Toronto congress november 2012.

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  • Now, I am one of the halleluja-people. I LOVE social media. I adore digital communication. I absolutely believe that the effect of the internet, and social connectivity will make a better humankind. After all, when you can hear and speak directly to the people affected by the worlds injustices - how can you then not care? How can you then not help? You can’t. And the internet connects those who want to help to one another. So you see, I am an evangelist. I feel like the frikkin lion king after that video, gives me goosebumps and chills. But that makes me one of these people [slide]. We need to tether ourselves back to the real world. Figure out how to DO all that stuff.\n
  • Now, I am one of the halleluja-people. I LOVE social media. I adore digital communication. I absolutely believe that the effect of the internet, and social connectivity will make a better humankind. After all, when you can hear and speak directly to the people affected by the worlds injustices - how can you then not care? How can you then not help? You can’t. And the internet connects those who want to help to one another. So you see, I am an evangelist. I feel like the frikkin lion king after that video, gives me goosebumps and chills. But that makes me one of these people [slide]. We need to tether ourselves back to the real world. Figure out how to DO all that stuff.\n
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  • Can anyone spot the grave error in this tweet? \n
  • Can anyone spot the grave error in this tweet? \n
  • Can anyone spot the grave error in this tweet? \n
  • Can anyone spot the grave error in this tweet? \n
  • Can anyone spot the grave error in this tweet? \n
  • Can anyone spot the grave error in this tweet? \n
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  • The attention bit - still magic (yay:D)\n The getting money bit - not so much (boo!)\n Your 100 K facebook fans are nothing worth if you don’t know how to ask them\n I think we just need to learn how to do this\n
  • The attention bit - still magic (yay:D)\n The getting money bit - not so much (boo!)\n Your 100 K facebook fans are nothing worth if you don’t know how to ask them\n I think we just need to learn how to do this\n
  • The attention bit - still magic (yay:D)\n The getting money bit - not so much (boo!)\n Your 100 K facebook fans are nothing worth if you don’t know how to ask them\n I think we just need to learn how to do this\n
  • The attention bit - still magic (yay:D)\n The getting money bit - not so much (boo!)\n Your 100 K facebook fans are nothing worth if you don’t know how to ask them\n I think we just need to learn how to do this\n
  • The attention bit - still magic (yay:D)\n The getting money bit - not so much (boo!)\n Your 100 K facebook fans are nothing worth if you don’t know how to ask them\n I think we just need to learn how to do this\n
  • The attention bit - still magic (yay:D)\n The getting money bit - not so much (boo!)\n Your 100 K facebook fans are nothing worth if you don’t know how to ask them\n I think we just need to learn how to do this\n
  • The attention bit - still magic (yay:D)\n The getting money bit - not so much (boo!)\n Your 100 K facebook fans are nothing worth if you don’t know how to ask them\n I think we just need to learn how to do this\n
  • - 4 seconds to load and 25% will have left your page\n- a 1 second delay decreases customer satisfaction by 16 % http://blog.kissmetrics.com/loading-time/\n
  • Make sure your language is clear, your navigation uncluttered, and your check out process as short as possible. \n\n
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  • 90% of those who got a thank you retweeted the thank you. Great brand value, and great to be able to thank the supporters that directly and REALLY care about them\n
  • Eventbrite, tickets - march this year\n\n
  • Eventbrite, tickets - march this year\n\n
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  • (ca $250.000)\n
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  • We know how to do this, so it shouldn’t be hard. And yet, we just can seem to do it. And why is that? \n
  • We know how to do this, so it shouldn’t be hard. And yet, we just can seem to do it. And why is that? \n
  • We know how to do this, so it shouldn’t be hard. And yet, we just can seem to do it. And why is that? \n
  • We know how to do this, so it shouldn’t be hard. And yet, we just can seem to do it. And why is that? \n
  • We know how to do this, so it shouldn’t be hard. And yet, we just can seem to do it. And why is that? \n
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  • You’d never send out a mailpack without an ask\n Not just donations, or volunteers\n Ask them to share donations\n Ask them to answer your questions\n Ask them to suggest your next product?\n
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  • The most important thing you can do for fundraising through facebook, is to sometimes not fundraise on facebook. Now, I know this sounds contradictory to what I just said about asking, but it’s a matter of how and when. While you might not ask on facebook, you might share a story - that has an ask at the bottom. \nI also find that this varies greatly within different charities and the type of people on your page. On the pink ribbon-page, i can be very commercial and push products. On the cancer society main page i cannot. \n
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  • If I don’t know who these people are - how do we communicate with them? We need to gain insight. We need to know when are they logged on to fb? When do they respond? Monday or friday? Am or Pm? Do they like to be adressed via photo, video, link or status? You need to measure this and find out. \n
  • This means that these are likely to be different people. We don’t really know much about them. And the trouble is; the term demographic in a traditional sense doesn’t really help us anymore. It is nice to know that we are reaching people 20 years earlier, that they might be loyal donors ten years longer - but we don’t know the context of why they are here. \n
  • demographic in terms of age, gender and geographical location. I would be single 30 year old woman, Oslo Norway. You can no longer define me thus. I am public speaker - identifying with 50 year old men who are public speakers. I am techie, identifying with severe geeks. I am a passionate super-aunt, identifying with mommy-bloggers. I am a politician, identifying with people of the same political views. I am a traveler. I am a commuter. I am a daughter. I am a fundraiser. I like the band Foo Fighters. All of this defines me. Do not treat me as woman, 30.\n\n
  • They love wordplay and by god they are willing to pay to join the fun. \n\nSimpsons story. \n
  • The only thing these people have in common is identifying as nerds. Nothing else. But he was able to tap this demographic. They played nerdy, nerdy games\n
  • Look at what your supporters have in common. Could you tap into any demographic? Could any of your supporters? \n
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  • ..We’ve perfected this for years - how did we let the average business get better than us at evoking emotion?\n
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  • If this wasn’t a phone company - could we imagine the exact same ad for a charity?\n\nCould any charities do this? Why doesn’t the red cross make me feel like THIS - and THEN ask me to reunite refugees with their families? \n
  • If this wasn’t a phone company - could we imagine the exact same ad for a charity?\n\nCould any charities do this? Why doesn’t the red cross make me feel like THIS - and THEN ask me to reunite refugees with their families? \n
  • Raw, human emotion people. Trumps marketing anytime\n
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  • This is being the solution to a problem. This is really showing how Charity:Water makes a difference as a charity. And how you as a donor make a difference. \n\nYou can be spesific as a cancer charity too, you just have to think harder. LiveStrong asked me to help fund just ONE extra communicty class. That’s spesific. \n\nThe thing is; if you never say «this is our goal» - you can never say «look! We reached it - thanks to you guys!» Being the solution is about daring to define success\n
  • This is being the solution to a problem. This is really showing how Charity:Water makes a difference as a charity. And how you as a donor make a difference. \n\nYou can be spesific as a cancer charity too, you just have to think harder. LiveStrong asked me to help fund just ONE extra communicty class. That’s spesific. \n\nThe thing is; if you never say «this is our goal» - you can never say «look! We reached it - thanks to you guys!» Being the solution is about daring to define success\n
  • And oh yes, conversions, And now we get to the bit where I shall have to be a bit cross with you. Seriously,.\n
  • And oh yes, conversions, And now we get to the bit where I shall have to be a bit cross with you. Seriously,.\n
  • And oh yes, conversions, And now we get to the bit where I shall have to be a bit cross with you. Seriously,.\n
  • And oh yes, conversions, And now we get to the bit where I shall have to be a bit cross with you. Seriously,.\n
  • And oh yes, conversions, And now we get to the bit where I shall have to be a bit cross with you. Seriously,.\n
  • And oh yes, conversions, And now we get to the bit where I shall have to be a bit cross with you. Seriously,.\n
  • And oh yes, conversions, And now we get to the bit where I shall have to be a bit cross with you. Seriously,.\n
  • «Giving money on charity websites is 7% harder than spending money on e-commerce sites. Donating physical items is even harder. For non-profit websites, social media is secondary; the top priority is to write clearer content.»\n\n
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  • SOMETIMES we can skip our want for all your data. Sometimes. PLEASE, if you take anything away from today, let it be that you go home and fix your donation forms. Think of it as a check out process and deliver an outstanding performance.\n
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  • AFP Toronto: Digital fundraising, less magic more hard work

    1. 1. Digital fundraisingLess magic, more hard work Beate Sørum @BeateSorum http://about.me/beatesorum
    2. 2. This is what we’ll talk about @BeateSorum http://about.me/beatesorum
    3. 3. This is what we’ll talk about • How (sadly) digital fundraising isn’t magic @BeateSorum http://about.me/beatesorum
    4. 4. This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer @BeateSorum http://about.me/beatesorum
    5. 5. This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing is like traditional direct marketing @BeateSorum http://about.me/beatesorum
    6. 6. This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing is like traditional direct marketing • ..and how it really isn’t @BeateSorum http://about.me/beatesorum
    7. 7. This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing is like traditional direct marketing • ..and how it really isn’t • What it’s all about @BeateSorum http://about.me/beatesorum
    8. 8. This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing is like traditional direct marketing • ..and how it really isn’t • What it’s all about • I’ll yell at you about conversions @BeateSorum http://about.me/beatesorum
    9. 9. This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing is like traditional direct marketing • ..and how it really isn’t • What it’s all about • I’ll yell at you about conversions • Easy pointers for some channels @BeateSorum http://about.me/beatesorum
    10. 10. This is what we’ll talk about • How (sadly) digital fundraising isn’t magic • The digital consumer • How digital marketing is like traditional direct marketing • ..and how it really isn’t • What it’s all about • I’ll yell at you about conversions • Easy pointers for some channels • My top 10 tips for digital fundraising success @BeateSorum http://about.me/beatesorum
    11. 11. VIDEO-SLIDE You can find the video here:http://www.youtube.com/watch? v=x0EnhXn5boM @BeateSorum http://about.me/beatesorum
    12. 12. @BeateSorum http://about.me/beatesorum
    13. 13. Source: http://www.flickr.com/photos/ intersectionconsulting/4935135462/@BeateSorum http://about.me/beatesorum
    14. 14. Have you ever heard, or said, the following: @BeateSorum http://about.me/beatesorum
    15. 15. Have you ever heard, or said, the following: «We haven’t found the key to fundraising on facebook yet» @BeateSorum http://about.me/beatesorum
    16. 16. Have you ever heard, or said, the following: «We haven’t found the key to fundraising on facebook yet» «Yes, we’re on facebook, but it’s not for fundraising» @BeateSorum http://about.me/beatesorum
    17. 17. @BeateSorum http://about.me/beatesorum
    18. 18. @BeateSorum http://about.me/beatesorum
    19. 19. Automagically, mmmm. Nope! Source: http://www.jonodoiron.com/?cat=1 @BeateSorum http://about.me/beatesorum
    20. 20. 59 % have never raised revenue directly through facebook or twitter 40 % list budget / resources as main reason* according to IFC fundraiser survey 2011 @BeateSorum http://about.me/beatesorum
    21. 21. 59 % have never raised revenue directly through facebook or twitter 40 % list budget / resources as main reason* according to IFC fundraiser survey 2011 @BeateSorum http://about.me/beatesorum
    22. 22. Raise your right hand @BeateSorum http://about.me/beatesorum
    23. 23. Raise your right hand I, [name], do solemnly swear to never ever again believe that social media is a Magic Faucet of Free Cash. @BeateSorum http://about.me/beatesorum
    24. 24. Raise your right hand I, [name], do solemnly swear to never ever again believe that social media is a Magic Faucet of Free Cash. @BeateSorum http://about.me/beatesorum
    25. 25. Raise your right hand I, [name], do solemnly swear to never ever again believe that social media is a Magic Faucet of Free Cash. (I also swear to inform my boss of this unfortunate truth.) @BeateSorum http://about.me/beatesorum
    26. 26. Who’s the digital consumer?• Impatient• High maintenance - customer service• Demands love• Will tell their friends. All 1.000 of them. @BeateSorum http://about.me/beatesorum
    27. 27. @BeateSorum http://about.me/beatesorum
    28. 28. @BeateSorum http://about.me/beatesorum
    29. 29. @BeateSorum http://about.me/beatesorum
    30. 30. @BeateSorum http://about.me/beatesorum
    31. 31. VIDEO-SLIDE: Link to video:http://www.youtube.com/watch?v=9dDw_BNdt0g @BeateSorum http://about.me/beatesorum
    32. 32. VIDEO-SLIDE: Link to video:http://www.youtube.com/watch?v=9dDw_BNdt0g @BeateSorum http://about.me/beatesorum
    33. 33. @BeateSorum http://about.me/beatesorum
    34. 34. @BeateSorum http://about.me/beatesorum
    35. 35. @BeateSorum http://about.me/beatesorum
    36. 36. http://www.slideshare.net/jwaddingham/how-real-people-use-social-media-to-make-a-real-impact @BeateSorum http://about.me/beatesorum
    37. 37. http://www.slideshare.net/jwaddingham/how-real-people-use-social-media-to-make-a-real-impact @BeateSorum http://about.me/beatesorum
    38. 38. «EVERYTHING ON THE INTERNET ISACCELRATED DIRECT MARKETTING»- quote from unknown smartie, picked up from twitter @BeateSorum http://about.me/beatesorum
    39. 39. What makes a good DM? @BeateSorum http://about.me/beatesorum
    40. 40. What makes a good DM?• The ask @BeateSorum http://about.me/beatesorum
    41. 41. What makes a good DM?• The ask• Frequency @BeateSorum http://about.me/beatesorum
    42. 42. What makes a good DM?• The ask• Frequency• Target demographic @BeateSorum http://about.me/beatesorum
    43. 43. What makes a good DM?• The ask• Frequency• Target demographic• Emotions @BeateSorum http://about.me/beatesorum
    44. 44. What makes a good DM?• The ask• Frequency• Target demographic• Emotions• Being the solution to a defined problem @BeateSorum http://about.me/beatesorum
    45. 45. Too much space http://www.flickr.com/photos/28634332@N05/6725985751/in/ @BeateSorum http://about.me/beatesorum photostream/
    46. 46. Too much space..so we forgetto prioritize, we forgetto ask,and we forget torigidly monitorand analyze. http://www.flickr.com/photos/28634332@N05/6725985751/in/ @BeateSorum http://about.me/beatesorum photostream/
    47. 47. The ask flickr.com/49889874@N05 @BeateSorum http://about.me/beatesorum
    48. 48. What makes a good DM?✓ The ask• Frequency• Target demographic• Emotions• Being the solution to a defined problem @BeateSorum http://about.me/beatesorum
    49. 49. Frequency @BeateSorum http://about.me/beatesorum
    50. 50. Frequency• How often do you send out a DM? @BeateSorum http://about.me/beatesorum
    51. 51. Frequency• How often do you send out a DM?• How often do you ask in an e-mail? @BeateSorum http://about.me/beatesorum
    52. 52. Frequency• How often do you send out a DM?• How often do you ask in an e-mail?• How often on facebook? @BeateSorum http://about.me/beatesorum
    53. 53. Frequency• How often do you send out a DM?• How often do you ask in an e-mail?• How often on facebook?• How often on twitter? @BeateSorum http://about.me/beatesorum
    54. 54. Frequency• How often do you send out a DM?• How often do you ask in an e-mail?• How often on facebook?• How often on twitter?• ..and do you know who gets what anymore? @BeateSorum http://about.me/beatesorum
    55. 55. "users [on facebook] were annoyed by non-profits that tried to push products or donations, or tried to get them to sign up for other things like e-newsletters" Jacob Nielsenhttp://www.useit.com/alertbox/nonprofit-donations.html @BeateSorum http://about.me/beatesorum
    56. 56. What makes a good DM?✓ The ask✓ Frequency• Target demographic• Emotions• Being the solution to a defined problem @BeateSorum http://about.me/beatesorum
    57. 57. Target demographic Are your online donors the same as your «regular» ones? @BeateSorum http://about.me/beatesorum
    58. 58. Do we know who we’re talking to? 2011: • 9 000 customers in our webshop • 1 200 were in our database = 13,3% «old donors» = 86,7% new! @BeateSorum http://about.me/beatesorum
    59. 59. Do we know who we’re talking to? 2011: • 9 000 customers in our webshop • 1 200 were in our database = 13,3% «old donors» = 86,7% new! Who are these people? @BeateSorum http://about.me/beatesorum
    60. 60. Facebook page of NCS @BeateSorum http://about.me/beatesorum
    61. 61. @BeateSorum http://about.me/beatesorum
    62. 62. Demographic has become contextual @BeateSorum http://about.me/beatesorum
    63. 63. @BeateSorum http://about.me/beatesorum
    64. 64. Erlend here is a nerd He wanted to do somethingfor the starving people on the Horn of Africa @BeateSorum http://about.me/beatesorum
    65. 65. Results:• 8 weeks• only 26 days to reach goal• 1289 donations• Avg. donation: $ 148,5• Total: € 191 570 @BeateSorum http://about.me/beatesorum
    66. 66. What makes a good DM?✓ The ask✓ Frequency✓ Target demographic• Emotions• Being the solution to a defined problem @BeateSorum http://about.me/beatesorum
    67. 67. Emotions aresupposed to be ourthing! @BeateSorum http://about.me/beatesorum
    68. 68. VIDEO-SLIDE: Link to video:http://www.youtube.com/watch? v=NB3NPNM4xgo @BeateSorum http://about.me/beatesorum
    69. 69. How does that make you feel? @BeateSorum http://about.me/beatesorum
    70. 70. @BeateSorum http://about.me/beatesorum
    71. 71. VIDEO-SLIDE: Link to video:http://www.youtube.com/watch? v=xgOyTNtsWyY @BeateSorum http://about.me/beatesorum
    72. 72. What makes a good DM?✓ The ask✓ Frequency✓ Target demographic✓ Emotions• Being the solution to a defined problem @BeateSorum http://about.me/beatesorum
    73. 73. A $14 donation = 2 Christmas Dinners @BeateSorum http://about.me/beatesorum
    74. 74. A $14 donation = 2 Christmas Dinners Results: 25.000 texts = $350.000 @BeateSorum http://about.me/beatesorum
    75. 75. A $14 donation = 2 Christmas Dinnersif you never say «this is our Results:goal» - you can never say 25.000 texts -«look! We reached it = $350.000thanks to you guys!» @BeateSorum http://about.me/beatesorum
    76. 76. So digital fundraising is about @BeateSorum http://about.me/beatesorum
    77. 77. So digital fundraising is about• Sharing @BeateSorum http://about.me/beatesorum
    78. 78. So digital fundraising is about• Sharing• Relations @BeateSorum http://about.me/beatesorum
    79. 79. So digital fundraising is about• Sharing• Relations• Old techniques @BeateSorum http://about.me/beatesorum
    80. 80. So digital fundraising is about• Sharing• Relations• Old techniques• Creativity @BeateSorum http://about.me/beatesorum
    81. 81. So digital fundraising is about• Sharing• Relations• Old techniques• Creativity• Presence @BeateSorum http://about.me/beatesorum
    82. 82. So digital fundraising is about• Sharing• Relations• Old techniques• Creativity• Presence• Storytelling @BeateSorum http://about.me/beatesorum
    83. 83. So digital fundraising is about• Sharing• Relations• Old techniques• Creativity• Presence• Storytelling• Conversions!!!!! @BeateSorum http://about.me/beatesorum
    84. 84. «Its harder to give money awaythan it is to spend money buying stuff» http://www.useit.com/alertbox/nonprofit-donations.html @BeateSorum http://about.me/beatesorum
    85. 85. omg:-|I feel so cheap donating my $50 :C @BeateSorum http://about.me/beatesorum
    86. 86. wut?Seriously?! @BeateSorum http://about.me/beatesorum
    87. 87. For more: http://baddonationforms.tumblr.com/wut?Seriously?! @BeateSorum http://about.me/beatesorum
    88. 88. Do we need ALL the data- all the time? VIDEO SLIDE: Link to video: http:// www.youtube.com/watch? v=MvcQiVuEqfs @BeateSorum http://about.me/beatesorum
    89. 89. @BeateSorum http://about.me/beatesorum
    90. 90. Please help yourname@email.comxxx $ [VISA details] Give! @BeateSorum http://about.me/beatesorum
    91. 91. What works on facebook• Lighten up - even if your cause is serious, you’re allowed to have fun.• You’re a part of peoples everyday-life now • - delight them!• Love them - if you love your community you will automatically do most things right. @BeateSorum http://about.me/beatesorum
    92. 92. What works on facebook @BeateSorum http://about.me/beatesorum
    93. 93. What works on facebook• Lighten up - even if your cause is serious, you’re allowed to have fun. @BeateSorum http://about.me/beatesorum
    94. 94. What works on facebook• Lighten up - even if your cause is serious, you’re allowed to have fun.• You’re a part of peoples everyday-life now @BeateSorum http://about.me/beatesorum
    95. 95. What works on facebook• Lighten up - even if your cause is serious, you’re allowed to have fun.• You’re a part of peoples everyday-life now • - delight them! @BeateSorum http://about.me/beatesorum
    96. 96. What works on facebook• Lighten up - even if your cause is serious, you’re allowed to have fun.• You’re a part of peoples everyday-life now • - delight them!• Love them - if you love your community you will automatically do most things right. @BeateSorum http://about.me/beatesorum
    97. 97. @BeateSorum http://about.me/beatesorum
    98. 98. Facebook + e-commerce @BeateSorum http://about.me/beatesorum
    99. 99. Facebook + e-commerce ❤ @BeateSorum http://about.me/beatesorum
    100. 100. • Pay to «show off» and identify with you• Let them look good @BeateSorum http://about.me/beatesorum
    101. 101. @BeateSorum http://about.me/beatesorum
    102. 102. @BeateSorum http://about.me/beatesorum
    103. 103. Results:$8,68 x 5.000 = $43.400 @BeateSorum http://about.me/beatesorum
    104. 104. Twitter @BeateSorum http://about.me/beatesorum
    105. 105. Twitter• Microdonations - microgoals @BeateSorum http://about.me/beatesorum
    106. 106. Twitter• Microdonations - microgoals• Great for advocacy @BeateSorum http://about.me/beatesorum
    107. 107. Twitter• Microdonations - microgoals• Great for advocacy• Identify key players and ask for help @BeateSorum http://about.me/beatesorum
    108. 108. Twitter• Microdonations - microgoals• Great for advocacy• Identify key players and ask for help• Short, intense «drives» @BeateSorum http://about.me/beatesorum
    109. 109. Twitter• Microdonations - microgoals• Great for advocacy• Identify key players and ask for help• Short, intense «drives»• Make sure you have a good landing page and #hashtag. @BeateSorum http://about.me/beatesorum
    110. 110. Twitter• Microdonations - microgoals• Great for advocacy• Identify key players and ask for help• Short, intense «drives»• Make sure you have a good landing page and #hashtag.• Great for weird and unusual demographics @BeateSorum http://about.me/beatesorum
    111. 111. Working with bloggers @BeateSorum http://about.me/beatesorum
    112. 112. Working with bloggers• For the love of [insert your deity] - do your research. @BeateSorum http://about.me/beatesorum
    113. 113. Working with bloggers• For the love of [insert your deity] - do your research.• Wrong blogger = PR disaster @BeateSorum http://about.me/beatesorum
    114. 114. Working with bloggers• For the love of [insert your deity] - do your research.• Wrong blogger = PR disaster• Wrong approach = PR disaster @BeateSorum http://about.me/beatesorum
    115. 115. Working with bloggers• For the love of [insert your deity] - do your research.• Wrong blogger = PR disaster• Wrong approach = PR disaster• Picking right networker = PR gold @BeateSorum http://about.me/beatesorum
    116. 116. Working with bloggers• For the love of [insert your deity] - do your research.• Wrong blogger = PR disaster• Wrong approach = PR disaster• Picking right networker = PR gold• Providing right networker with exclusive content and feeling of being special = best supporter ever. @BeateSorum http://about.me/beatesorum
    117. 117. What may the future hold? @BeateSorum http://about.me/beatesorum
    118. 118. What may the future hold?• Charity:Water, Kony2012, Tom’s shoes @BeateSorum http://about.me/beatesorum
    119. 119. What may the future hold?• Charity:Water, Kony2012, Tom’s shoes • «Micro-problems» @BeateSorum http://about.me/beatesorum
    120. 120. What may the future hold?• Charity:Water, Kony2012, Tom’s shoes • «Micro-problems»• Increased competition @BeateSorum http://about.me/beatesorum
    121. 121. What may the future hold?• Charity:Water, Kony2012, Tom’s shoes • «Micro-problems»• Increased competition• Permission marketing @BeateSorum http://about.me/beatesorum
    122. 122. What may the future hold?• Charity:Water, Kony2012, Tom’s shoes • «Micro-problems»• Increased competition• Permission marketing• Micro texts - every word counts! @BeateSorum http://about.me/beatesorum
    123. 123. What may the future hold?• Charity:Water, Kony2012, Tom’s shoes • «Micro-problems»• Increased competition• Permission marketing• Micro texts - every word counts!• Microdonations @BeateSorum http://about.me/beatesorum
    124. 124. What may the future hold?• Charity:Water, Kony2012, Tom’s shoes • «Micro-problems»• Increased competition• Permission marketing• Micro texts - every word counts!• Microdonations• Early adapters / driving forces hit the wall @BeateSorum http://about.me/beatesorum
    125. 125. What may the future hold?• Charity:Water, Kony2012, Tom’s shoes • «Micro-problems»• Increased competition• Permission marketing• Micro texts - every word counts!• Microdonations• Early adapters / driving forces hit the wall• Beware of shiny toys @BeateSorum http://about.me/beatesorum
    126. 126. VIDEO SLIDE: Link to video:http://www.youtube.com/watch? v=V2rVYvylvZc @BeateSorum http://about.me/beatesorum
    127. 127. VIDEO SLIDE: Link to video:http://www.youtube.com/watch? v=V2rVYvylvZc @BeateSorum http://about.me/beatesorum
    128. 128. My top 10 tips1. Good landing pages2.Invest in conversion rates3.Measure social traffic • What is effective? What effect? What is your end goal? Is it reached?4.Good social presence5. Good, effective and relevant sharing • Your supporters will tell your stories if you ask them @BeateSorum http://about.me/beatesorum
    129. 129. My top 10 tips6.Be specific. Dare to define success.7.Do your research8.Communicate visually9.Lighten up!10. Say please and thank you @BeateSorum http://about.me/beatesorum
    130. 130. @BeateSorum http://about.me/beatesorum
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