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Principles of Social Media Fundraising

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Developing an online fundraising campaign takes time to plan correctly, and must include essential social and planning features. This presentation outlines essential elements of a social media …

Developing an online fundraising campaign takes time to plan correctly, and must include essential social and planning features. This presentation outlines essential elements of a social media campaign, and uses the Tweetsgiving 2009 as the case study.

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  • http://www.flickr.com/photos/abbeychristine/2348371774/in/set-72157600225080609/
  • http://www.flickr.com/photos/66044164@N00/499492688/
  • http://www.flickr.com/photos/66044164@N00/499492688/
  • Among engaged Americans (defined as those who have volunteered, donated or advocated in the past year). Survey by Harris Interactive (Harris Poll), March 2009 http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html
  • Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends www.universalmccann.com/Assets/wave_3_20080403093750.pdf 49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)
  • movement-building means beyond a single organization   strategy includes power analysis, selecting appropriate targets, evaluation of actions   accountability and go where the people are both include listening
  • there were a small number of activisits, called "super activists", that account for a large number of actions taken. Action : Identify your biggest promoters and cater your communications accordingly. For example, give them the tools to more easily and effectively promote your organization and your content.
  • On-site donations Regular contact Engaged stakeholders A good mailing list Well-designed campaign


  • 1. Social Media Fundraising Essential elements…and a case study Presentation to the Israel Venture Network March 8, 2010
  • 2. 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
  • 3. You have an important cause! You give people access to health care You save the earth’s resources You defend civil rights
  • 4. But you need more resources
  • 5. People who care http://www.flickr.com/photos/66044164@N00/499492688/
  • 6. Donors and funders http://www.flickr.com/photos/66044164@N00/499492688/
  • 7. People who will act http://www.flickr.com/photos/66044164@N00/499492688/
  • 8. Can’t social media help? http://www.flickr.com/photos/asleeponasunbeam/2095448969/in/set-72157600704895572/
  • 9. Not without a plan http://www.flickr.com/photos/asleeponasunbeam/1463353019/in/set-72157600704895572/
  • 10. Social Media Influences Actions Action Taken As a Result of Social Media (nonprofit)
  • 11. When raising money online http://www.flickr.com/photos/virginiazuluaga/3718045862/in/set-72157602755127645/
  • 12. 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!
  • 13. Tactics Overall Campaign Strategy FundraisingPlatform Website SM channels Influencers Donations Viral participation
  • 14. 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)
  • 15. Be sure to include ROI Leading to tangible Tangible : converts to time and/or (Money, customers, clients, volunteers, activities, etc)
  • 16. 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
  • 17. Every platform is unique! Find the influencers on each platform http://www.flickr.com/photos/lizettegreco/382985523/in/set-72157594485524662/
  • 18. http://www.flickr.com/photos/virginiazuluaga/2734925505/in/set-72157602755127645/ … but who will execute it? Ask the influencers to help you
  • 19. GOALS
  • 20. 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
  • 21. How do you raise funds online? Donation buttons and platforms are the END RESULT You have to do more than this
  • 22. 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
  • 23. Influencer mapping informs strategy
  • 24. 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
  • 25.  
  • 26. 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
  • 27. Case study: Tweetsgiving 2009 Screen shot courtesy of @amyrsward
  • 28. Strategy Screen shot courtesy of @amyrsward
  • 29. Storytelling and transparency Screen shot courtesy of @amyrsward
  • 30. Go where your supporters are Screen shot courtesy of @amyrsward
  • 31. 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)
  • 32. Created by: Debra Askanase, Social Strategy Director [email_address] www.communityorganizer20.com Twitter: @askdebra Buzz: daskanase