Has Social Media Fundraising Finally Arrived?

Has social media fundraising finally arrived?
Nonprofit Webinars
August 15, 2011
http://www.flickr.com/photos/51352360@N00/4327438430/

Debra Askanase, MBA
Former executive director, business consultant, program manager, community organizer.
Community Organizer 2.0
Strategic social media engagement for nonprofit organizations.

Has social media fundraising finally arrived?
Not…completely.
But SOCIAL has arrived.
ONLINE GIVING has arrived.
And the key to all successful online fundraising…
is ENGAGEMENT

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)
http://www.blackbaud.com/bb/online/fundraising.aspx
http://philanthropyblog.bwf.com/2011/03/convio-reports-on-growth-of-online.htmlt
http://www.onlinegivingstudy.org/quarterlyindex

The future is here, and it’s social

Giving is here, and it’s social

There is nothing social about this button

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
Donations
Cross-platform donation portability
Project-based website donations
Pre-2000
2005
2009
2011

Fundraising using social networks
*2011 Nonprofit Social Network Benchmark Report
www.NonprofitSocialNetworkSurvey.com

Japan tsunami and earthquake March 11, 2011
Social giving still growing
http://www.onlinegivingstudy.org./quarterlyindex

Social giving trends
Source: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=4623

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

Successful socialnetwork fundraising
Designing engagement-oriented actions

Leveraging the social web: social network sharing
http://www.flickr.com/photos/ansik/4425771596/lightbox/

Leveraging the social web
EMAIL
TWITTER followers
DONOR
WEBSITE
OTHER SOCIAL
NETWORKS
FACE
BOOK friends

social proof

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!

$30,000 raised by engaged followers

There are a lot of online fundraising platforms that leverage social networks

SXSW4Japan raised $125,683
Socializing and sharing comments
Site powered by CauseVox

Social media sharing = donations
http://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends-infographic.htm

Increase donations by 40% by leveraging social media

USA for UNHCR #bluekeyTweetathon
Tweetathon:
258 people/1,524 tweets with #bluekey
169% increase in web traffic
led to >50% of key purchases that week
Used with permission from USA for UNHCR

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?
$10.87
*Value of a site visitor overall? $4.07
http://www.flickr.com/photos/pixelcore/1929817712/sizes/m/in/photostream/

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

Giving thatrelies on or lives exclusively inside the social web

Facebook applications that mimic fundraising appeals
Facebook apps are propagated entirely through Facebook

www.eternalhora.com

Jumo: not very successful

Causes: $35M for 27,000 nonprofits

Causes

Facebook virtual gifts

Widgets on MySpace

Google donations on YouTube

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

What if someone could donate just by innately using social media?

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

Help Attack

Retweeting to give
*note: Twitpay now also offers “retweet to buy” for commercial transactions, and the sister RT2Give site is closed

Givey.co.uk

Not fundraising, but native social media use

Facebook Credits?
30% of any transaction goes to Facebook
Most commonly used to buy games
Has the potential to be used for donations
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

The Holy Grail: online giving = seamless part of social network conversation

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.

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

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

“Social media does not raise money, people raise money”
Holly Ross,
NTEN Executive Director
http://www.nten.org/blog/2009/07/06/three-lessons-social-media-fundraising

Debra Askanase
Engagement Strategist
debra@communityorganizer20.com
Twitter: @askdebra
Linkedin: www.linkedin.com/in/debraaskanase
Slideshare: www.slideshare.net/debask
Google Plus: http://gplus.to/askdebra

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Has Social Media Fundraising Finally Arrived?

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