Has Social Media Fundraising Finally Arrived?


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The increasing adoption of social media and online fundraising platforms are finally colliding to bring about real social media fundraising. In the past two years, there have been social media fundraising experiments and several new fundraising solutions developed to integrate with social media. We’ll review software that integrates completely with Facebook and Twitter applications for fundraising, such as Causes and Help Attack, and when you should utilize them. We’ll also look at best practices for online campaigns that are primarily amplified by Facebook and Twitter, and what helps them to succeed.

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Has Social Media Fundraising Finally Arrived?

  1. 1. Has Social Media Fundraising Finally Arrived? Debra AskanaseA Service Of: Sponsored by:
  2. 2. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  3. 3. Today’s Speaker Debra Askanase Founder and Engagement Strategist, Community Organizer 2.0Assisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  4. 4. Has social mediafundraising finallyarrived?Nonprofit WebinarsAugust 17, 2011 http://www.flickr.com/photos/51352360@N00/4327438430/
  5. 5. Debra Askanase, MBAFormer executive director,business consultant,program manager,community organizer.Community Organizer 2.0Strategic social mediaengagement for nonprofitorganizations.
  6. 6. Has social media fundraising finally arrived?Not…completely.But SOCIAL has arrived.ONLINE GIVING has arrived.And the key to all successful onlinefundraising… is ENGAGEMENT http://www.flickr.com/photos/51352360@N00/4327438430/
  7. 7. The rise in online givingAnnual US giving: $300 billionOnline US giving: 5% to 7% of $300bOnline giving growth rates 2009 - 2010:+ 35% in 2010 (Blackbaud)+ 40% in 2010 (Convio)+ 24% in 2010 (Network for Good)+ 27% in 2010 (FirstGiving peer to peer) http://www.blackbaud.com/bb/online/fundraising.aspx http://philanthropyblog.bwf.com/2011/03/convio-reports-on-growth-of-online.htmlt http://www.onlinegivingstudy.org/quarterlyindex
  8. 8. The future is here, and it’s social http://www.flickr.com/photos/72098626@N00/3088582622/
  9. 9. Giving is here, and it’s social http://www.flickr.com/photos/60364452@N00/4303541664/
  10. 10. There is nothing social about this button
  11. 11. Donate Button for websitesPersonal Fundraising through donation portals Generalized online donation portals ✪ Donate via social networks Donate using mobile phone/SMSAbbreviated Cross-platformHistory of Online donation portabilityDonations Project-based website donationsPre-2000 2005 2009 2011
  12. 12. Fundraising using social networks *2011 Nonprofit Social Network Benchmark Report www.NonprofitSocialNetworkSurvey.com
  13. 13. Japan tsunami and earthquake March 11, 2011 Social giving still growinghttp://www.onlinegivingstudy.org./quarterlyindex
  14. 14. Social giving trendsSource: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=4623
  15. 15. Social media fundraising: some working definitionsLeverages the social web: social networksharingRelies on or lives exclusively inside a socialnetwork or social media: entirely utilizes thesocial web or a social network to raise moneyInnately utilizing the platform for donationsis as close to a native use as you can find…now
  16. 16. Successful social network fundraising Move to Action Creates Trust Social Media Engage Designing engagement -oriented actions
  17. 17. Leveraging the social web: social network sharing http://www.flickr.com/photos/ansik/4425771596/lightbox/
  18. 18. Leveraging the social web EMAILTWITTERfollowers DONOR WEBSITE OTHER SOCIAL FACENETWORKS BOOK friends
  19. 19. social proof
  20. 20. Fundraisers have to love you enough to share I’m raising money for cancer research Your ‘stache is going to be scary! Check out my donation page and cool mustache!
  21. 21. $30,000 raised by engaged followers
  22. 22. There are a lot of online fundraisingplatforms that leverage social networks
  23. 23. SXSW4Japan raised $125,683 Socializing and sharing commentsSite powered by CauseVox
  24. 24. Social media sharing = donationshttp://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends- infographic.htm
  25. 25. Increase donations by 40% by leveraging social media
  26. 26. Tweetathon: USA for UNHCR • 258 people/1,524 tweets with #bluekey • 169% increase in web traffic #bluekey Tweetathon • led to >50% of key purchases that weekUsed with permission from USA for UNHCR
  27. 27. Facebook sharing case study: FirstGiving Nov. 8 – Dec. 5 11,233 shares from FG to Facebook via Gigya social sharing tool 55,335 visitors returned as a result of a share = 5:1 ratio of share:returning visitor! 3,416 returning visitors made a donation 295 people created fundraising pages Value of a FirstGiving share to Facebook? $10.87 *Value of a site visitor overall? $4.07http://www.flickr.com/photos/pixelcore/1929817712/sizes/m/in/photostream/
  28. 28. Leveraging social networks is definitely arrivingOnline giving is growingThere is a growingonline giving cultureYou need your own socialmedia presence firstGreat for leveraging your base, and they willleverage their friends using social media http://www.flickr.com/photos/51352360@N00/4327438430/
  29. 29. Giving that relies on or lives exclusively inside the social web http://www.flickr.com/photos/81464596@N00/4520062507/
  30. 30. Facebook applications that mimic fundraising appealsFacebook apps are propagated entirely through Facebook
  31. 31. www.eternalhora.com
  32. 32. Jumo: not very successful
  33. 33. Causes: $35M for 27,000 nonprofits
  34. 34. Causes
  35. 35. Causes
  36. 36. Facebook virtual gifts
  37. 37. Widgets on MySpace
  38. 38. Google donations on YouTube
  39. 39. Giving that lives on a platform is growing Not growing as quickly Facebook giving slowly growing Great to use if you have a large, engaged online fan base within a social platform http://www.flickr.com/photos/51352360@N00/4327438430/
  40. 40. What if someone could donate just by innately using social media? http://www.flickr.com/photos/79471640@N00/485201047/
  41. 41. What if you could donate by…Posting a comment on a blog?Liking a Facebookcomment or tagging animage?Recommending someone onLinkedin? This is the future of social media giving http://www.flickr.com/photos/51352360@N00/4327438430/
  42. 42. Help Attack
  43. 43. Retweeting to give*note: Twitpay now also offers “retweet to buy” for commercialtransactions, and the sister RT2Give site is closed
  44. 44. Givey.co.uk
  45. 45. Not fundraising, but native social media use
  46. 46. Facebook Credits?- 30% of any transaction goes to Facebook- Most commonly used to buy games- Has the potential to be used for donations- Now a subsidiary of Facebook payments subsidiary (as of March 21, 2011) For more on Facebook Payments: http://venturebeat.com/2011/03/21/facebook- payments/?source=facebook
  47. 47. The Holy Grail: online giving = seamless part of social network conversation
  48. 48. Innately utilizing platforms for giving is completely newSo seamless it could becomevery big in online givingUser adoption withnew giving method abarrierExperiment! Use this in conjunction with a time-limited campaign. Build in fundraiser education. http://www.flickr.com/photos/51352360@N00/4327438430/
  49. 49. Social media fundraising: which is the best fit for you?Leverages the social web: social network sharing. Allnonprofits can utilize this type of social mediafundraisingRelies on or lives exclusively inside a social networkor social media: entirely utilizes the social web or a socialnetwork to raise money. Need large number of engagedfans on networkInnately utilizing the platform for donations is asclose to a native use as you can find. Experiment! Useduring a campaign. Need fans on Facebook and Twitter
  50. 50. Social media fundraising: a few good practices for successSocialize your donate buttonSocialize giving from your site and campaign website withsocial proof and social sharingChoose the right social media fundraising method based onwhere your supporters are, and how engaged they areHave an engaged social media presence organizationally tosupercharge fans: it’s all about leveraging fans
  51. 51. “Social media does not raise money, people raise money” -Holly Ross,NTEN Executive Director http://www.nten.org/blog/2009/07/06/three-lessons-social-media-fundraising
  52. 52. Debra Askanase Engagement Strategist debra@communityorganizer20.com Twitter: @askdebraLinkedin: www.linkedin.com/in/debraaskanase Slideshare: www.slideshare.net/debask Google Plus: http://gplus.to/askdebra
  53. 53. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: