Social Fundraising 101 09.09.11

435 views
394 views

Published on

Published in: Technology, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
435
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Fundraising 101 09.09.11

  1. 1. Social Fundraising 101: ! How to Jumpstart!Your Social Fundraising Campaigns!
  2. 2. Today 1.  Why Social Fundraising?! 2.  How to Launch a Campaign! 3.  Top 5 tips!
  3. 3. $300 Billion! donated by individuals each year in the US!Source: 2008 Chronicle of Philanthropy
  4. 4. Online Giving is on the Rise 13%online giving 35-55% 2010 growth rate 2010 givingSource: 2010 Blackbaud, 2010 Giving USAn.b.: “large” non-profits growing online giving at 55%
  5. 5. People !ask People !to give. !
  6. 6. Social! changes everything…!
  7. 7. Psychology of Engagement Happy Giving people makes give people more. happier.Oppenheimer & Olivola (2010), Isen & Levin (1972), Aderman (1972), Harris & Huang (1973), Kazdin &Bryan (1971), Isen, Horn & Rosenhan (1973), Konow & Earley (2008), Wang & Graddy (2008), Williams& Shiaw (1999), Batson (1987, 1991), Cialdini (1987), Plato, Aristotle, Bible, Torah, Koran, etc. etc….
  8. 8. How it Works
  9. 9. The most important thing: Launch - Don’t aim for perfection… You have to launch a campaign and learn from it! - You get a 2nd, 3rd, and even 30th chance to make a 1st impression
  10. 10. Case Study Annual Campaign: Target: $125,000 Japan Campaign: $18,045 Test Campaign: $3,995 Nov Dec Jan Feb Mar Apr
  11. 11. Social Donation Every supporter was asked to recruit her neighbor, boss, co-worker, friend…
  12. 12. Results 136! Gifts " =! 17,053 Impressions
  13. 13. Results 52% increase in donation yield…$12,300 + Social-Multiplier Cycle =! $18,695
  14. 14. Your Launch Plan
  15. 15. The BasicsStep 1: Pick an objective! People “give through,” not “to”! example…! “We are raising $22,500 by October 15 for a new classroom at our Buwaidhaa school in Sudan… This means educating 30 more students!”!
  16. 16. The BasicsStep 2: Sanity-check your target! –  Is your date less than 3 months out?! –  Is your $ target achievable?! formula… example… # of supporters ! 10,000 supporters X!2% response rate (historical actuals)! X!$75 average donation! X!1.5 social multiplier! $22,500
  17. 17. The BasicsStep 3: Set giving levels! –  Make them meaningful! •  $50 buys 10 used textbooks! •  $500 sponsors one child through graduation! •  $5,000 sponsors a classroom of 30 students! Remember… ! People give “through,” not “to”!
  18. 18. The BasicsStep 4: Upload content on Fundly!Pick ashort videoUsepictures Keep text to awith human minimumfaces
  19. 19. Launch!Step 5: Send out an email! –  Use your existing list! –  Use the strategy you already built! •  Target: “We are raising $22,500 by October 15…”! •  Objective: “This will allow us to open one new classroom…”! –  Make the email personal—address it from you! –  Send personal update emails once per week!
  20. 20. Launch!Step 6: Facebook! –  Share with your personal network once per week! •  Make it personal! –  “Join me in building a school! We are 50% of the way to adding a classroom for 30 kids in Sudan”! –  Post to your Facebook Fan page daily! •  Ask questions! •  Provide updates !!
  21. 21. Launch!Step 7: Twitter! –  Tweet 2x per day - Lunchtime and quitting time! –  Use hashtags! –  Retweet!
  22. 22. Launch!Step 8: Recruit help! –  Get your top supporters to set up their own pages! •  Think: board members, volunteers, celebrity endorsers, partners, etc.! –  Rinse and repeat: the bigger the team, the better the results!
  23. 23. Launch!Step 9: Embed on your site! –  Get your webmaster to embed the donation form on your own website! •  As easy as embedding a YouTube video! –  Make sure all channels of communication are aligned for the duration of your campaign! •  Email! •  Direct mail! •  Website! •  Social networking!
  24. 24. VictoryStep 10: Celebrate!! –  Announce your milestones! –  Post updates to Facebook and Twitter, encouraging continued donations! –  When your goal is reached, shout it from the rooftops!! •  People like to be part of a winning team! •  Thank them for their support and they will support you again! •  Where possible, provide evidence of the difference the money is making (on-the-ground photos and video)!
  25. 25. Top 5 Tips1.  Start with your current supporters!2.  Do not be shy!3.  Make a direct ask!4.  Tell donors what their money will do!5.  Align all channels!

×