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

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This session presents strategies, best practices and tips for fundraising on social networks including Facebook and house networks (i.e. social networks on your nonprofit’s own web site).
Using case studies and practical examples we’ll describe the best tactics for growing your social networking community and producing fundraising revenue from individual gifts, membership, events, peer-to-peer giving, sponsorship, and advertising on social networks.

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

  1. 1. Yes! You Can Raise $$ on Facebook and Other Social Networks Jeff Patrick Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
  2. 2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
  3. 3. Today’s Speaker Jeff Patrick Common Knowledge Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: April Hunt, Nonprofit Webinars
  4. 4. January 11Yes! You Can Raise $$ on Facebook andOther Social NetworksJeff PatrickPresident415.543.7600jpatrick@commonknow.com All Slides © 2010 Common Knowledgewww.commonknow.com 4
  5. 5. Jeff Patrick President & Founder Common Knowledgejpatrick@commonknow.com (415) 543.7600 www.CommonKnow.com © 2010 Common Knowledge 5
  6. 6. Common Knowledge Webinar Series Enewsletter Sign-upUpcomingWebinars www.CommonKnow.com © 2010 Common Knowledge 6
  7. 7. 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
  8. 8. A Few ExamplesFUNDRAISING ON FACEBOOK January 11 © 2009 Common Knowledge 8
  9. 9. Case Study: The Humane Society of the US
  10. 10. Custom Tab – Catalog Fundraising
  11. 11. AIDS LifeCycle Facebook Page January 2011 © 2010 Common Knowledge 11
  12. 12. AIDS LifeCycle Event January 2011 © 2010 Common Knowledge 12
  13. 13. IFAW Facebook Micro-Message Stream Example © 2010 Common Knowledge
  14. 14. Facebook Application January 11 © 2010 Common Knowledge 14
  15. 15. Facebook FundraisingBUZZ TRIANGLE January 2011 © 2010 Common Knowledge 15
  16. 16. AIDS LifeCycle Event © 2010 Common Knowledge 16
  17. 17. Facebook Advertising © 2010 Common Knowledge 17
  18. 18. AIDS LifeCycle Facebook Page © 2010 Common Knowledge 18
  19. 19. Buzz Triangle Facebook Page Acquisition 1. Opt-in to on-going communication 2. Demonstrate interest Ads 3. 1st step in ladder of engagement © 2010 Common Knowledge 19
  20. 20. Event Registration Microsite © 2010 Common Knowledge 20
  21. 21. Buzz Triangle Facebook Page Ads Microsite © 2010 Common Knowledge 21
  22. 22. 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
  23. 23. Are YOUR Supporters on Facebook?BIG QUESTION January 11 © 2010 Common Knowledge 23
  24. 24. Are Your Supporters on Facebook? © 2010 Common Knowledge 24
  25. 25. World Wildlife FundFACEBOOK CATALOGFUNDRAISING January 11 25
  26. 26. WWF U.S. Facebook Page# Fans: 385,334
  27. 27. Custom Tab – Catalog Fundraising
  28. 28. FB Testimonials
  29. 29. WWF Virtual PandaFacebook Page
  30. 30. Virtual Panda Facebook Page – Custom Tab
  31. 31. WWF Facebook Gift Center
  32. 32. WWF Web Gift Center
  33. 33. Catalog Rating ToolUsing FB Like Widget
  34. 34. WWF Gift Center – Product Page
  35. 35. Product Rating using FB Like Widget
  36. 36. Peer-to-Peer Fundraising on FacebookCAUSES January 11 © 2010 Common Knowledge 41
  37. 37. 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
  38. 38. Fundraising on Causes
  39. 39. Donor Experience on Causes
  40. 40. Aggregate Giving via Causes on Facebook © 2010 Common Knowledge
  41. 41. Syndicate Org Content Out to Causes with a “Bulletin” January 11 46
  42. 42. Giving via Birthday Wish Program (Causes)
  43. 43. Causes: Nonprofit Partner Center
  44. 44. Case Study: The Humane Society of the US
  45. 45. Causes- Nonprofit Partner Center 50
  46. 46. Build Your Affiliate Network June 2008 51
  47. 47. 52
  48. 48. International Fund for Animal WelfareDISASTER RELIEF FUNDRAISING+ FACEBOOK January 11 © 2010 Common Knowledge 53
  49. 49. IFAW Homepage During Haiti Disaster January 11 © 2010 Common Knowledge 54
  50. 50. Online Organization Fundraising Interstitial Website Form Appeal Animal Rescue Blog Facebook Twitter YouTube Social Media Email Direct ResponseProspects& Donors Campaign Direct Mail Architecture
  51. 51. Interstitial Fundraising Request on Homepage January 11 © 2010 Common Knowledge 56
  52. 52. IFAW Facebook Page Facebook.com/IFAWHQ 12,845 Fans Avg Likes per Post: 52 Avg Comments per Post: 16 © 2010 Common Knowledge
  53. 53. IFAW Facebook Micro-Message Stream Example © 2010 Common Knowledge
  54. 54. 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
  55. 55. Fundraising on Social NetworksYOUTUBE January 11 60
  56. 56. Charity Water - YouTube January 2011 61
  57. 57. FundraisingRETURN ON INVESTMENT January 11 © 2010 Common Knowledge 62
  58. 58. 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
  59. 59. 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
  60. 60. Find the listings for our current season of webinars and register at NonprofitWebinars.com Chris Dumas Chris@NonprofitWebinars.com 707-812-1234 Special Thanks To Our Sponsors

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