Best practices in online social media fundraising

Social Media Fundraising Essential elements…and a case study Presentation to the Israel Venture Network March 8, 2010

About the presenter Experience: Former executive director, business consultant, fundraiser & more Bring strategy into social media: Social Strategy Director BA, Emory University MBA, Bar Ilan University

You have an important cause! You give people access to health care You save the earth’s resources You defend civil rights

But you need more resources

People who care http://www.flickr.com/photos/66044164@N00/499492688/

Donors and funders http://www.flickr.com/photos/66044164@N00/499492688/

People who will act http://www.flickr.com/photos/66044164@N00/499492688/

Can’t social media help? http://www.flickr.com/photos/asleeponasunbeam/2095448969/in/set-72157600704895572/

Not without a plan http://www.flickr.com/photos/asleeponasunbeam/1463353019/in/set-72157600704895572/

Social Media Influences Actions Action Taken As a Result of Social Media (nonprofit)

When raising money online http://www.flickr.com/photos/virginiazuluaga/3718045862/in/set-72157602755127645/

Create a strategy
Understand your goals
Know where your audience is online
Have a specific project in mind
Short time frame is ideal
ID influencers and get them on board
Define strategy and ROI
mind mapping, flow charts
Choose a good online fundraising platform that has a viral spiral
Prioritize activities along a timeline
Don’t forget to than people!

Tactics Overall Campaign Strategy FundraisingPlatform Website SM channels Influencers Donations Viral participation

These are your tools Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Feeds Source: Universal McCann Companies Study on Social Media Trends (March 2008)

Be sure to include ROI Leading to tangible Tangible : converts to time and/or (Money, customers, clients, volunteers, activities, etc)

Website Mailing list Social media followers Donors Stakeholders Staff/Volunteer time Brand sentiment Budget This is your reality check Top three factors for social fundraising success

Every platform is unique! Find the influencers on each platform http://www.flickr.com/photos/lizettegreco/382985523/in/set-72157594485524662/

http://www.flickr.com/photos/virginiazuluaga/2734925505/in/set-72157602755127645/ … but who will execute it? Ask the influencers to help you

To plan a campaign, these are your principles movement-building strategy (power analysis) community accountability go where the people are leadership development Ideas generated with Amy Sample Ward and Ivan Boothe

How do you raise funds online? Donation buttons and platforms are the END RESULT You have to do more than this

Leverage your assets go where your people are, mailing list of at least 2K, online community, online influencers, brand evangelists, and stakeholders Pre-seeding and influencers ID influencers and activists, plan the viral spiral, (need a mechanism to track influence), make them feel special, recognize lead fundraisers Essential framework raise funds for a project, short time frame, have a great online viral platform, define billing system, realistic fundraising goals, ease of use, 6 months to plan

Influencer mapping informs strategy

http://blog.hubspot.com/blog/tabid/6307/bid/5330/Lead-Nurturing-Lessons-from-the-eNonprofit-Benchmarks-Study.aspx Identify key action takers and influencers online

Case study: Tweetsgiving 2009 Pre-seeding: ID and recruited “Wild Turkeys,” group encouragement, public leader board, tracked influence Essential framework: Good story, private community, 3-day event, easily shared, donation amount appropriate, captured emails Leveraged assets: Used mailing list, participate in 5 channels, live tweeting from Tanzania, mechanism to recruit others

Case study: Tweetsgiving 2009 Screen shot courtesy of @amyrsward

Strategy Screen shot courtesy of @amyrsward

Storytelling and transparency Screen shot courtesy of @amyrsward

Go where your supporters are Screen shot courtesy of @amyrsward

Giving Feels Great! (Twitter NPTechies and NPO consultants to follow) @amyrsward @JohnCarnell @JohnHaydon @HeidiKMassey @Sue_Anne @kanter @AlisonRapping @TACS_NPower @mickeygomez @ntenhross @causeaholic @HildyGottlieb @franswaa @rjleaman @engagejoe @Nedra @JeffHurt @PamelaGrow @LeahJones @staceymonk (tweetsgiving)

Created by: Debra Askanase, Social Strategy Director [email_address] www.communityorganizer20.com Twitter: @askdebra Buzz: daskanase

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Best practices in online social media fundraising

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