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Has Social Media Fundraising Finally Arrived?

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Presentation covers three aspects of social media fundraising: fundraising through online fundraising platforms, Facebook fundrasing, native social media fundraising platform, and when you should use …

Presentation covers three aspects of social media fundraising: fundraising through online fundraising platforms, Facebook fundrasing, native social media fundraising platform, and when you should use each type.

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  • http://www.flickr.com/photos/51352360@N00/4327438430/
  • http://www.flickr.com/photos/51352360@N00/4327438430/
  • Sharing generates 10% of all internet traffic and 31% of all referral traffic
  • Peer-to-peer fundraising influences online donations: 15% of all respondents gave as a result of a social media appeal. Specifically, more donors under age 40 gave more often as a result of a special social media ask.Original article: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=4623Graphic from: http://blog.firstgiving.com/2010/11/new-study-shows-the-power-of-peer-to-peer-fundraising/
  • http://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends-infographic.htm
  • Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 201133% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)
  • Tracked avg. donation on our site for same time period was $60.55. Average Facebook donation was $35.74. $35.74 x number of returning visitors. Divide that number by total shares (11,233) = $10.87
  • http://www.flickr.com/photos/51352360@N00/4327438430/
  • http://www.flickr.com/photos/81464596@N00/4520062507/
  • http://www.flickr.com/photos/51352360@N00/4327438430/
  • http://www.flickr.com/photos/79471640@N00/485201047/
  • http://www.flickr.com/photos/51352360@N00/4327438430/
  • Active users: around 400, 900 have signed up in total. 158 different causes have received donations, but about 80 have made their own accounts (presumably with intent to improve their page or campaign)$14,378 donated thus far
  • Any company can use our system to create an offer sent out over Twitter. Followers of that company simply retweet the offer to: 1) share the offer with their followers and/or 2) accept and confirm the transaction. The user?s information (such as email address or mailing address) is sent to the company to fulfill the transaction. If I just retweet the offer, do I automatically make a payment?No, you are able to retweet to share the deal, offer or cause with your followers. We will contact you by private, direct message to see if you want to make a payment. The payment is made only after you confirm that you want to make the transaction.
  • http://www.flickr.com/photos/24015481@N08/3910765089/
  • http://www.flickr.com/photos/51352360@N00/4327438430/


  • 1. Has social media fundraising finally arrived?
    Nonprofit Webinars
    August 15, 2011
  • 2. Debra Askanase, MBA
    Former executive director, business consultant, program manager, community organizer.
    Community Organizer 2.0
    Strategic social media engagement for nonprofit organizations.
  • 3. Has social media fundraising finally arrived?
    But SOCIAL has arrived.
    ONLINE GIVING has arrived.
    And the key to all successful online fundraising…
  • 4. The rise in online giving
    Annual US giving: $300 billion
    Online US giving: 5% to 7% of $300b
    Online giving growth rates 2009 - 2010:
    + 35% in 2010 (Blackbaud)
    + 40% in 2010 (Convio)
    + 24% in 2010 (Network for Good)
    + 27% in 2010 (FirstGiving peer to peer)
  • 5. The future is here, and it’s social
  • 6.
  • 7.
  • 8.
  • 9. Giving is here, and it’s social
  • 10. There is nothing social about this button
  • 11. Donate Button for websites
    Personal Fundraising through donation portals
    Generalized online donation portals

    Donate via social networks
    Donate using mobile phone/SMS
    Abbreviated History of Online
    Cross-platform donation portability
    Project-based website donations
  • 12. Fundraising using social networks
    *2011 Nonprofit Social Network Benchmark Report
  • 13. Japan tsunami and earthquake March 11, 2011
    Social giving still growing
  • 14. Social giving trends
    Source: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=4623
  • 15. Social media fundraising: some working definitions
    Leverages the social web: social network sharing
    Relies on or lives exclusively inside a social network or social media: entirely utilizes the social web or a social network to raise money
    Innately utilizing the platform for donations is as close to a native use as you can find…now
  • 16. Successful socialnetwork fundraising
    Designing engagement-oriented actions
  • 17. Leveraging the social web: social network sharing
  • 18. Leveraging the social web
    TWITTER followers
    BOOK friends
  • 19. social proof
  • 20. Fundraisers have to love you enough to share
    I’m raising money for cancer research
    Your ‘stache is going to be scary!
    Check out my donation page and cool mustache!
  • 21. $30,000 raised by engaged followers
  • 22. There are a lot of online fundraising platforms that leverage social networks
  • 23. SXSW4Japan raised $125,683
    Socializing and sharing comments
    Site powered by CauseVox
  • 24.
  • 25. Social media sharing = donations
  • 26. Increase donations by 40% by leveraging social media
  • 27. USA for UNHCR #bluekeyTweetathon
    • 258 people/1,524 tweets with #bluekey
    • 28. 169% increase in web traffic
    • 29. led to >50% of key purchases that week
    Used with permission from USA for UNHCR
  • 30. Facebook sharing case study: FirstGiving Nov. 8 – Dec. 5
    11,233 shares from FG to Facebook via Gigya social sharing tool
    55,335 visitors returned as a result of a share
    = 5:1 ratio of share:returning visitor!
    3,416 returning visitors made a donation
    295 people created fundraising pages
    Value of a FirstGivingshare to Facebook?
    *Value of a site visitor overall? $4.07
  • 31. Leveraging social networks is definitely arriving
    Online giving is growing
    There is a growing
    online giving culture
    You need your own social media presence first
    Great for leveraging your base, and they will leverage their friends using social media
  • 32. Giving thatrelies on or lives exclusively inside the social web
  • 33. Facebook applications that mimic fundraising appeals
    Facebook apps are propagated entirely through Facebook
  • 34.
  • 35. www.eternalhora.com
  • 36. Jumo: not very successful
  • 37. Causes: $35M for 27,000 nonprofits
  • 38. Causes
  • 39. Causes
  • 40. Facebook virtual gifts
  • 41. Widgets on MySpace
  • 42. Google donations on YouTube
  • 43. Giving that lives on a platform is growing
    Not growing as quickly
    Facebook giving slowly growing
    Great to use if you have a large, engaged online fan base within a social platform
  • 44. What if someone could donate just by innately using social media?
  • 45. What if you could donate by…
    Posting a comment on a blog?
    Liking a Facebook comment or tagging an image?
    Recommending someone on Linkedin?
    This is the future of social media giving
  • 46. Help Attack
  • 47.
  • 48.
  • 49. Retweeting to give
    *note: Twitpay now also offers “retweet to buy” for commercial transactions, and the sister RT2Give site is closed
  • 50. Givey.co.uk
  • 51. Not fundraising, but native social media use
  • 52. Facebook Credits?
    • 30% of any transaction goes to Facebook
    • 53. Most commonly used to buy games
    • 54. Has the potential to be used for donations
    • 55. Now a subsidiary of Facebook payments subsidiary (as of March 21, 2011)
    For more on Facebook Payments: http://venturebeat.com/2011/03/21/facebook-payments/?source=facebook
  • 56. The Holy Grail: online giving = seamless part of social network conversation
  • 57. Innately utilizing platforms for giving is completely new
    So seamless it could become very big in online giving
    User adoption with new giving method a barrier
    Experiment! Use this in conjunction with a time-limited campaign. Build in fundraiser education.
  • 58. Social media fundraising: which is the best fit for you?
    Leveragesthe social web: social network sharing. All nonprofits can utilize this type of social media fundraising
    Relies on or lives exclusively inside a social network or social media: entirely utilizes the social web or a social network to raise money. Need large number of engaged fans on network
    Innately utilizing the platform for donations is as close to a native use as you can find. Experiment! Use during a campaign. Need fans on Facebook and Twitter
  • 59. Social media fundraising: a few good practices for success
    Socialize your donate button
    Socialize giving from your site and campaign website with social proof and social sharing
    Choose the right social media fundraising method based on where your supporters are, and how engaged they are
    Have an engaged social media presence organizationally to supercharge fans: it’s all about leveraging fans
  • 60. “Social media does not raise money, people raise money”
    • Holly Ross,
    NTEN Executive Director
  • 61. Debra Askanase
    Engagement Strategist
    Twitter: @askdebra
    Linkedin: www.linkedin.com/in/debraaskanase
    Slideshare: www.slideshare.net/debask
    Google Plus: http://gplus.to/askdebra