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Claire Kerr - Oops! You Raised Awareness Without Raising Money (Whatcha gonna do about it?)
 

Claire Kerr - Oops! You Raised Awareness Without Raising Money (Whatcha gonna do about it?)

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If you didn’t raise a million dollars through Twitter or Facebook in 2010, you’re not alone. Unlike the wide-eyed success stories reported by mainstream media, many charities struggle to raise ...

If you didn’t raise a million dollars through Twitter or Facebook in 2010, you’re not alone. Unlike the wide-eyed success stories reported by mainstream media, many charities struggle to raise significant revenue from social media channels.

In this workshop, we’ll take a “no bull” approach to examining the use of social media & mobile giving in integrated digital campaigns. We’ll learn from successes but even more from failures, looking at the latest case studies from projects that are experimenting in this space.

Let’s get real – social media is only one complementary channel for your online programs. Do you know how to really leverage your resources, staff knowledge and most importantly – fundraising strategies – to get the benefits of the real-time web? If you feel chasing after “awareness” is not enough, join this session for a grounded guide to social media fundraising, by a fundraiser, for fundraisers.

Takeaways:
- The characteristics of successful fundraisers involving social media
- The digital literacy skills necessary to make wise choices about investment in social media
- An introduction to the latest tools charities are experimenting with this to raise money this year

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    Claire Kerr - Oops! You Raised Awareness Without Raising Money (Whatcha gonna do about it?) Claire Kerr - Oops! You Raised Awareness Without Raising Money (Whatcha gonna do about it?) Presentation Transcript

    • “Oops, you raised awareness, but...”My Charity Connects: June 6, 2011
    • Mobilization
    • Inspire Action
    • VolunteerStewardship
    • Awareness
    • This is a discussion … … all about cash.
    • Social Media & Fundraising Myths ... Hang on…
    • Social Media & Fundraising Reality ... 70% of charities raising over $100k have budgets of $5 million or more. Only 0.4% of organizations raised over $100k through Facebook.
    • Does this feel accurate? The majority of nonprofits areraising $0 - $1000 on Facebook. 80% raised $0 from YouTube, LinkedIn, Flickr.
    • Putting It In Perspective …. 100 7-10% 50 0 All Fundraising Online Yikes!
    • If there was a silver bullet ...
    • If there was a silver bullet ...
    • Growing potential in this space… 72% of Canadian donors (63% of Americans) …. made a donation online in 2010
    • Industry is getting there … The majority have already accomplished a major goal using social media.
    • Supporter behaviour as a result of social media 39%• Took an action 15%• Made a donation
    • Sending out some positive vibes ...Online activists are seventimes more likely todonate, compared withsupporters who did notpreviously take an onlineaction for a cause.
    • “Can I replicate it?”
    • Understanding Two Types of Projects External Internal
    • External: Third Party FundraisersGroups Individuals
    • Third Party Fundraisers
    • External: Corporate Sponsors & Influencers Corporations Celebrities
    • Celebrity Influence
    • Corporate Sponsor Challenges
    • Corporate Sponsor Challenges
    • “Five Facebook Giving Campaign Success Stories” Four of the five success stories were corporate sponsored!
    • Internal: Offline Fundraising Events
    • Participants using social media infundraising events raise more money on average than participants that do not. 40% more
    • Internal: Multi-Channel Campaigns
    • Your Multi-Channel Campaigns
    • Internal: Your Day To Day Marketing
    • Your Day To Day Marketing
    • Your Day To Day Marketing
    • Different ways to bring cash in Individual donations directly through your web site Lump sum at intervals through a 3rd party web site Gifts through 3rd party application (mobio/twitpay) SMS text-to-give (cell carriers) deposit Group/event fundraiser proceeds Corporate sponsor gift match donation
    • Ranked in order of digital happiness… Individual donations directly through your web site. Deposits from third-party sites. Corporate sponsor gift matches . Third party proceeds.
    • Your Best Practices For Social Media FundraisingThumbs up to raising cash!
    • Strategy First, Tools Second
    • Drive to your web properties All your action items live here.
    • Always think “conversion”Your visitors 10,000 60% 30% 3% Conversion Rate 54 converted
    • Little changes, big winsYour visitors 10,000 65% 35% 5% Conversion Rate 114 converted
    • Why is this important?Donation patterns year over year
    • Assessment : Your Benchmarks
    • Who the heck is in charge? Any mention of fundraising as a mandate?
    • Raising money is difficult when … You don’t ask for it.
    • Raising money is difficult when … You don’t ask for it.
    • Silo-ed? Do you know how to evaluate your “communications coordinator”?
    • Your Staff Members
    • Knowing your top 5 competitors
    • Especially UKorganizations(organisations!)
    • Talking to donors.“Every donation made online saves The Terry Fox Foundation 80 cents inadministrative costs – helping to keep 87 cents of every dollar raised going to cancer research.” “Please use this pledge sheet to complement your online efforts.”
    • Your Editorial Calendar Campaign vs. Organization …Sticking with it… Over time, Over events,Over campaigns.
    • You can avoid half finished projects
    • You can avoid shiny distractions
    • What can you do with an editorial dashboard?Collect quantitative information•Mentions, Views, “likes” Steal• Create a lead generation funnel principles• Segment & target your audience from our pals in direct marketing
    • Project-Based Blogging
    • Your SEO & Ad Spend
    • Where are the trends going? … of 2011’s total ad spend 10.8% will focus on social networking sites!11% of all North Americanonline advertising is through
    • Your realistic assessment again Which actions happen from traffic referred by social advertising? Thoughtful Keywords
    • Leverage Your Supporters
    • Leverage Your Supporters +
    • Experts networking for you 80 / 20 rule of fundraising
    • Create digital toolkits
    • What are youtelling them?
    • Give supporters tools to raise money. Not everything has to be about spreading your message.
    • Canadians are special…
    • Online video in your YouTube channel beyond your 30 & 60 spots
    • Your toolkit beyond events You can be nimble, even if you aren’t an international NGO.
    • Are you ready to moveon every opportunity?
    • Social media publishing
    • Social media publishing
    • Digital Means You CanPunch Above Your Weight
    • Leverage your sponsors
    • Leverage partnerships
    • Your Data Integration
    • You’re thinking about the future
    • Integrated social media tools
    • Integrated social media tools
    • Your Mobile AwarenessSmartphones sales now surpass computer sales globally. HUGE!
    • Are you ready? 4% 3% 2% 1% 0% 48 hrs After 72hrsPercentage of Donations After Japan EarthquakeMade By Mobile Web (Donors on mobile devices)
    • The hidden mobile channel? Your supporters are reading your appeals on their mobile devices. They’ve been doing it for a while now…
    • Your points of contact…250 million users access Facebook through a mobile device Mobile users of Facebook are 2x more active
    • We’re all testing.
    • The Power of Email
    • Email > Social Media Where are your email addresses? How many do you have?
    • You might mess upBut we all mess up
    • Feel like you’re playing catch-up? www.osocio.org www.sofii.org www.nten.org www.socialbrite.org www.care2.com
    • Download & ShareGrab this presentation!www.slideshare.net/clairekerr