Yes! You can raise $$ on Facebook (and other Social Networks)

Yes! You Can Raise $$ on Facebook and Other Social Networks Jeff Patrick Use Twitter Hashtag #npweb Special Thanks To Our Sponsors

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Today’s Speaker Jeff Patrick Common Knowledge Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: April Hunt, Nonprofit Webinars

Common Knowledge• Interactive agency, HQ in San Francisco, founded 2002• Work uniquely with cause-based non-profits and higher ed• Focus on strategic Internet fundraising and marketing• Increasingly integrating social networking into our work• Deployed more than 20 social networking communities• www.commonknow.com © 2009 Common Knowledge 7

Case Study: The Humane Society of the US

Custom Tab – Catalog Fundraising

Stewardship Message Stream Facebook Page Day/Time Message 1/9:00 Photo contest announce 1/13:00 Virtual event announce/invite 2/8:00 Photo context announce w/ samples 2/14:00 SF event announce/invite 3/8:00 Photo contest/last chance 3/10:00 LA event announce/invite 3/14:00 Rider offer #4 for ride signup by 17:00 Micro-message stream © 2010 Common Knowledge 22

World Wildlife FundFACEBOOK CATALOGFUNDRAISING January 11 25

WWF U.S. Facebook Page# Fans: 385,334

Custom Tab – Catalog Fundraising

FB Testimonials

WWF Virtual PandaFacebook Page

Virtual Panda Facebook Page – Custom Tab

WWF Facebook Gift Center

WWF Web Gift Center

Catalog Rating ToolUsing FB Like Widget

WWF Gift Center – Product Page

Product Rating using FB Like Widget

Facebook Causes • 100 million installed users • 400,000 user-created causes • 13,000 official nonprofit partners • $22 million donated in 2.5 years • 1 million media views per day • Distribution to 400 million active users on FB • Donations supported to all 1.5M U.S. nonprofits January 11 © 2010 Common Knowledge 42

Fundraising on Causes

Donor Experience on Causes

Syndicate Org Content Out to Causes with a “Bulletin” January 11 46

Giving via Birthday Wish Program (Causes)

Causes: Nonprofit Partner Center

Case Study: The Humane Society of the US

Causes- Nonprofit Partner Center 50

Build Your Affiliate Network June 2008 51

Online Organization Fundraising Interstitial Website Form Appeal Animal Rescue Blog Facebook Twitter YouTube Social Media Email Direct ResponseProspects& Donors Campaign Direct Mail Architecture

IFAW Facebook Page Date Topic Likes Comments Embellish 1-15-10 Announce participation in ARCH 74 19 Link to Blog Post 1-19-10 IFAW Mgr interviewed by USA 28 2 Link to USA Today Story Today 1-22-10 IFAW team moving into Haiti 89 18 Link to Blog Post 1-23-10 Responders prep gear to leave for 46 4 Video Haiti 1-23-10 Responders boarding plane to Haiti 53 11 Photo 1-24-10 Responders land in Haiti 58 2 Blog Post & Photo 1-26-10 No end to destruction in Haiti 21 5 Blog Post & Photo 1-27-10 IFAW’s assessment of the situation 23 8 Video on the ground in Haiti 1-29-10 Animal being treated in Haiti 70 14 Photo 1-29-10 IFAW treats dozens of animals, 74 12 Photo + Blog Post many more need help 1-29-10 IFAW’s Michael Booth working on 24 5 Photo his Friday report back to IFAW HQ 1-30-10 A kitten named Minu we found in 125 30 Photos Port-au-prince

Fundraising on Social NetworksYOUTUBE January 11 60

Charity Water - YouTube January 2011 61

ROI for Facebook Channel & Community• Soft ROI – Awareness & branding – Education – Higher level of engagement – Higher affinity for organization – Community Building – Email List Acquisition – Advocacy – Volunteer recruitment June 2008 © 2010 Common Knowledge 63

ROI for Facebook Channel & Community • Hard ROI – Individual annual or membership fundraising – Event fundraising (peer-to-peer) – Major Donors – Advertising – Underwriting – Sponsorship – Cause Marketing – Grants June 2008 © 2010 Common Knowledge 64

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Yes! You can raise $$ on Facebook (and other Social Networks)

by NonprofitWebinars.com on Jan 26, 2011

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Yes! You can raise $$ on Facebook (and other Social Networks) Presentation Transcript