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Social Media, Marketing and Fundraising

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Presented to grantees of the Governor's office (Spring 2013), this three-hour training helped attendees navigate the intersection of marketing, social media and fundraising.

Presented to grantees of the Governor's office (Spring 2013), this three-hour training helped attendees navigate the intersection of marketing, social media and fundraising.

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  • First date anyone?
  • Amazon, DVR, Yelp
  • Every minute
  • Right now. Conversation on real-time, it’s nuances, expectations and potential for the private practice.
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • You can categorize your value, financial, mental, physical, spatial, what else? Write down the value you bring, it can be in bullet points. But get the words onto paper.
  • Create 3 or 4 bullet points that convey the essence of your value/serviceWhat are the main points you want your specific audience to know about your services or the value?
  • How smartphone users describe their phones – the active consumer goes mobile. Trend data.
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • The Fab 5 – push through stats, users, response rate. On blogging – combine Blogger and WP, pull in push to content driver – only if GM updates before the conf. If not skip, go to blogging stats. You’ll be responding mostly through 1 of these most-used channels. Mention Google+ as a way to create peer circles, user groups.
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Right now. Conversation on real-time, it’s nuances, expectations and potential for the private practice.
  • Right now. Conversation on real-time, it’s nuances, expectations and potential for the private practice.
  • Right now. Conversation on real-time, it’s nuances, expectations and potential for the private practice.
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Focus on peopleBenefitsPersonalPositiveNon-technicalActive verbs15-word maximum, less is betterSingle thought
  • Explain the 30-60-90 day efforts, then repeat the 3s
  • Transcript

    • 1. Social Media and Fundraising Jenny Schmitt @cloudspark jschmitt@cloudspark.com
    • 2. Social Media
    • 3. 45%+ U.S. households own a DVRSource: Leichtman Research Group, Nov. 2012 12
    • 4. 67% of adult internet users now say they use a social networking site like Twitter, Facebook or LinkedIn, up from 61% two years agoSource: Pew Internet, Dec. 2012 13
    • 5. 2M searches per minute on Google 15
    • 6. 100K tweets on Twitter brand and organization345K “likes” on Facebook48 hrs of new content uploaded on YouTube 16
    • 7. But, does social media matter for our nonprofit?
    • 8. Let’s work the basics.
    • 9. Write it down.Where’s your online presence?
    • 10. Write it down.Is your competition online? What is their presence?
    • 11. Write it down.What problem do you solve?
    • 12. Write it down.What is your value?
    • 13. Write it down.What makes you unique?
    • 14. Write it down.Key messages.
    • 15. Message transference is the goal
    • 16. Write it down.Define your target audiences.
    • 17. Write it down.Who influences your audience?
    • 18. Audience will judge your message by its content, messenger, and method of delivery
    • 19. Take a brain break.
    • 20. Mobile
    • 21. It’s where we’re all going.
    • 22. 45% of Americans now own smartphones; 34% use appsSource: Pew American Life, Sept. 2012
    • 23. 25% of U.S. adults own a tablet deviceSource: Pew Internet, Jan. 2013 43
    • 24. Let’s work the basics.
    • 25. Check it out.Pull up your website on your smartphone.
    • 26. Write it down.Easy to navigate? Find what you need?
    • 27. Write it down.Top 3 things on your mobile wish list.
    • 28.  Social media You Mobile 50
    • 29. If you’re always talking, you don’t give people the opportunity to engage
    • 30. • 900 million – Yes Georgia, your donors are on it• 50%+ spend more than an hour a day• Ever-evolving• You don’t own it
    • 31. • 100M• Short stories (as in 140 characters-short)• Create a donor list• Promote others in your cause space• Participate in chats – #smnpchat – #blogchat – #fundchat
    • 32. • 200M• Create an organizational page• Share the business case• Follow your donors• Join Groups
    • 33. Google+• Follow interesting people• Longer answers, more media and links• Consider Google Hangouts
    • 34. “This made me think of you.”
    • 35. Social allows your stories to be toldSocial allows you to be in touch, frequently
    • 36. Stories• Beginning, middle, end – 2400 years ago, the formula works• Has a hero• Needs conflict – Your hero needs an obstacle• A resolution
    • 37. Let’s work the basics.
    • 38. Write it down.What are our stories?
    • 39. Write it down.Who is the hero? What is the conflict? Are you the resolution (or are your supporters?
    • 40. Share it.
    • 41. Social, Mobile and Fundraising
    • 42. $305B 75% given by individualsSource: Giving USA Foundation
    • 43. $50 Average web donation
    • 44. $56 Average mobile donation
    • 45. $40 Average donation on Facebook/Twitter
    • 46. 70% of donors only give once Most donors never giveagain, because they’re never asked
    • 47. • The person is more important than the gift, always• Build relationships that can grow• You versus the cause – rejection is part of asking, it’s not personal
    • 48. Your Plan
    • 49. Let’s make it happen.
    • 50. 30 60 90
    • 51. Write it down.Mark up your calendar.
    • 52. 30 days.Now – April 20
    • 53. Write it down.Where are you at, today?
    • 54. Write it down.What current campaigns are happening?
    • 55. Write it down.What resources do you need?
    • 56. Write it down.Who can work with you?
    • 57. Write it down.What can you do in the next 30 days.
    • 58. Write it down.What can we measure?
    • 59. 60 days.Now – May 20
    • 60. Write it down.What will continue from the first 30 days?
    • 61. Write it down.What can you do this month?
    • 62. 90 days.Now – June 20
    • 63. Write it down.What will continue from the first 60 days?
    • 64. Write it down.Do we need new resources?
    • 65. 3 attributes90 3 channels 3 times a month for 3 months
    • 66. A few questions.
    • 67. Social media You Mobile Fundraising A Plan 106
    • 68. Thank you
    • 69. jenny schmittjschmitt@cloudspark.com @cloudspark www.cloudspark.com