S:\Drakeco\Presentations\10 Great Ideas\Dialing For Dollars

Connecting Great Ideas and Great People www.asaecenter.org Steve Drake President Drake & Company Moving from Dialing for Dollars to Tweetups & Twestivals: How Social Media can Engage New Donors Tuesday, March 9, 2010 12:30 - 1:45 p.m .

How Social Media can Engage New Donors
Social media represents a new platform for
strategically driven online fund-raising
Focus on case studies of three
organizations that combined (Twitter)
strategies with off-line events to raise funds
I am a facilitator NOT an expert!
Organized one; participated in another; studied a third

Today’s Agenda
Outline case studies
Review lessons learned
Summarize 25 tips
Crowdsourcing to create Top 10 tips
Mobile & other funding platforms (if time)

Twestival TM
Branded global Twitter-generated festivals
2009 – 202 cities … raised $250,000 for clean water through Charity: Water
2009 – 130 cities raised $450,000 for 135 charities via Twestival TM Local
2010 – 3/25 global events with funds going to Concern Worldwide’s education projects

Tweetsgiving
Created by Epic Change
Supports Momma Lucy’s school in Africa
Focus on Twitter gratitude and funding
Started with gratitude sharing
Expanded with off-line events
Raised about $50,000 in two years

Christmas SPIRIT Foundation
Veterans Day 2009
Honor Vets & support Trees for Troops
Twitter and off-line events
Raised $2,500 in experimental phase

Lessons Learned
Start early
Tell the story in words, videos, photos
Be transparent
Hosts need to be recruited
Monitor/protect your brand

Transparency Use a leader board to show funds &/or votes

Tweetsgiving

Local TweetUp

What You Would Do Differently
Start earlier
Don’t focus totally on fund-raising
Easy and heartfelt works best
Align volunteers with values
Coordinating “off-line” events takes time
Use existing Twitter handle
Set yourself apart: lots of competition

Tips, Tactics, Techniques
Started with comments/suggestions from the three organizations
Crowdsourced (#s correspond to survey)
25 ideas divided into three categories:
Planning the Campaign
Growing the Campaign
Using Twitter in your Campaign

Tips: Planning the Campaign
A-1 Start early
A-2 Keep it simple
A-3 Make it easy
A-4 Avoid curse of knowledge
A-5 Select right platform

Tips: Growing the Campaign
B-1 Engage existing network
B-2 Build strong database
B-3 Pursue beyond online
B-4 Illustrate where $ go
B-5 Be transparent

Tips: Growing the Campaign
B-6 Make Web strong/easy to navigate
B-7 Use multiple media to tell story
B-8 Seek volunteers aligned with cause
B-9 Manage volunteers
B-10 Provide link to donate
B-11 Network, network, network

Tips: Using Twitter for Your Campaign
C-1 Do NOT ask for $ first
C-2 Team with others
C-3 Communicate personally
C-4 Search for shared interest
C-5 Ask core to retweet

Tips: Using Twitter for Your Campaign
C-6 Select hashtag (#)
C-7 Consider Twibbon
C-8 Remember to thank
C-9 Tweet status regularly

Exercise
Are there other tips that should be included in these 25?
In small groups, select the top 10 ideas that encourage success.

Can you find your donate button in 1-2 seconds?
Is your donation button above the fold, big and colorful?
Is it clear where the money goes? To directly which activities or people?
Do you have links to events and other opportunities for engagement?
Network for Good ® Checklist – Web site

One clear call to action on your donate form (Donate! Or, become a member!)
Copy is in a font size that is easy for people over 50 to read
One-page donation forms
Automatic e-mail tax receipts once the gift is made
Network for Good ® Checklist – Forms

Can people sign up on any page on your Web site?
Is “Forward to a Friend” in every e-mail message?
Does your organization’s social networking presence encourage “friends” and “followers” to visit your home page and/or sign-up form?
Network for Good ® Checklist – Lists

Does your subject line entice readers to open?
Are you e-mailing at right time, right days?
Does the message come through, even if the images don’t?
Does this e-mail have a personal touch?
Are you being CAN-SPAM compliant?
Network for Good ® Checklist – E-Mail

Do you send receipts and a personalized thank you immediately upon receiving a donation?
Do you thank donors again later in the year?
Do you give the donors the credit for the impact and share how funds were used?
Network for Good ® Checklist – Thanking

Conclusion
Questions?
Comments regarding mobile giving.
Thanks for participating!

Contact Information Steve Drake, MA President Drake & Company [email_address] Twitter: @causeaholic and @stevedrake 636/449-5050

S:\Drakeco\Presentations\10 Great Ideas\Dialing For Dollars

by Steve Drake on Mar 04, 2010

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