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Mark's talk at ePhilanthropy

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Firstgiving CEO Mark Sutton's session at ePhilanthropy's social networking fundraising symposium in NYC

Firstgiving CEO Mark Sutton's session at ePhilanthropy's social networking fundraising symposium in NYC

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Mark's talk at ePhilanthropy Mark's talk at ePhilanthropy Presentation Transcript

  • How individual supporters are using social media to raise funds for their favorite charities Mark Sutton, CEO, Firstgiving
  • Grass Roots Fundraising
    • Many small online donations
    • More donors than ever before
    • Self organized
    • Ability to act upon passions
    • Enabled not directed
  • Directing or Enabling?
  • Individual Fundraising with Social Media
    • What is social media and why is it so hot these days?
    • What this means for you as a fundraiser
    • How to put this to work for you today
    • Discussion
  • Web 2.0 & Social Media you’re not the center of the world 1.0 2.0
  • Why does it matter?
    • A place to contribute, connect, interact and ‘do’
    • Ratings & Reviews
    • Tags
    • Wiki
    • Blogs
    User Contribution
    • Syndication
    • (RSS)
    • Open APIs
    • Mashups
    • Widgets
    Open & Decentralized
    • Instant feedback
    • Data availability
    • User engagement
    • Social networks
    Social Interactions
  • User-Contribution
    • Discussions, not Lectures
    Author Controlled Content User Augmented Content User Created Content Your Website?
  • User ratings
  • Different Perspectives and Opinions
  • Blogs – The post is just the beginning
  • Breaking News Discussed not ‘Consumed’
  • User Behavior
  • User Recommendations
  • Marketplaces vs Stores
    • Stores
    • One seller, many buyers
    • Seller has all the power
    • Roles always the same
    • Controlled
    • Profit-maximizing
    • Gap, Apple, Sears
    • Marketplaces
    • Many buyers, many sellers
    • Buyers & sellers share power
    • Roles can change
    • Chaotic
    • Efficient
    • Flea markets, bazaars, ebay
  • Ebay: the modern bazaar Commercial marketplace and community People buying and selling stuff… … and people just talking about buying and selling stuff… … and people leaving feedback and ranking other buyers and sellers…
  • Open / Decentralization
    • RSS feeds
    • Facebook apps
    • Site owners are putting other peoples content on their sites
    • People may not come to your site at all to read your content
  • What all this means for you as a fundraiser
  • What hasn’t changed - It’s still about the “ask”
    • Catalysts for getting supporters to ask
    • Personalized
      • Personal pictures & videos
      • Personal connections & communities
      • Personal stories
      • Personal reasons
      • Personal passions
  • Catalysts & Connectors
    • Catalysts
      • Events
      • Weddings
      • Memoriam
      • Natural Disasters
      • Illness
      • National/Global News
      • Awareness Months
      • “ non-events”
    • Connectors
      • Runners
      • Bloggers
      • Social Networkers
      • Mavens & Moguls
  • Your organization…
  • … with some key supporters
  • …each one recruiting donors…
  • A Local Event
  • Fundraiser Distribution
  • Donors Nationwide Hey, stuff that starts in Iowa really can go nationwide!
  • Viral Effect Graham Donated to Erin’s page Graham Built a Page, Which Blaine Donated to Blaine Built a Page and Raised >$1,400
  • Even Chickens can Fundraise Online
    • It’s easier to connect to more people online and easier to ask online
    • Average number of online friends people are connected to = 164
    • How long does it take to make 164 phone calls?
  • Aaron the Asker $16,000 + Raised - Over 150 donations - How’d he do it? ~30% of emails sent are answered with a donation
    • Very simply,
    • Aaron made the asks
    • He deliberately compiled an email list…
    • Asked everyone…
    • Asked them again…
    • It worked…no huge gifts…pure diligence, passion and commitment
  • Boston Marathon Post-Event
    • Almost 10% of donations come in after the event
    • Fundraising doesn’t end at the finish line
    • But it does start 6+ weeks before
    Firstgiving Boston Marathon Donation totals by week as of 5/15 (Marathon was 4/21)
  • Your Community’s Sensibilities
  • Appealing to communities Family and close friends Other friends/ Co-workers Acquaintances people from the past or far away Broader Community
  • Appealing to broader communities Broader Community
    • Social networks
    • Blogs
    • Mass media
    Some supporters will have access to powerful communities
  • Blogger case Study 1…
    • Lapsed donor responded to and email and created a page
    • Posted links to his page on the blog that he runs
    • Raised $35,000 in 14 days
    • 300 Donations
    CQ readers, fellow bloggers, and friends…
  • Blogger – Case Study 2
    • Blog Based Fundraiser
      • Over $85,000 in 3 weeks
      • Online community
      • >1,700 donors
      • >700 blogs linked to Pim's fundraising page
    My personal message: Every year, Food Bloggers from all over the world join together for a fundraising campaign.  We call it 'Menu for Hope'.  Last year, we raised $60,925.12 for the UN World Food Programme. This year Menu for Hope 4 again raises funds to support the WFP.  Specifically, the amount we raise will go to support the school lunch program in Lesotho, Africa….
  • YouTube to Promote Fundraising YouTube videos are helping to communicate the fundraiser’s message and reach donors
  • Case Study – The possibilities… Richard Hammond “ Get well Soon Hamster” £ 200,000 Raised for YAA
  • Supporters Bring Fundraising to Facebook
  • Causes
  • Extra Reach Results in $$ 5 of the 6 donors linked directly from FaceBook to the donation page.
  • Awareness Month Example
  • People & Projects
  • Pages for “people” in your community
  • Non-Profits of any size
    • Annual Budget of <$50k
    • Raised >$11k online
  • Reputation is the new Authority
    • Learn to love the loss of control
    “… most of the times you need to ignore your customers because the goal is to get your customers to talk to each other. And you need to listen to what they [customers] are saying to each other.&quot; -- SETH GODIN
  • Myth: People contribute only when they’re negative
    • Molecular research: 60% of consumers contribute more positive than negative reviews, while only 1% contribute more negative than positive reviews
  • What all this means for you as a fundraiser
  • How to put this to work for you today
    • Embrace grass roots fundraising
      • What does it mean to your organization?
      • Get out of the way…
    • Invite people to support you
      • Web site, news letters, programs
    • Identify the social fundraisers
      • Who has a blog, FB page, runners
    • Share examples with your supporters
  • Thank you from the Firstgiving Team
    • Please visit us at www.firstgiving.com or read our blog, www.onlinefundraisingblog.com
    • Mark Sutton
    • [email_address]