Social Fundraising 101:        How to JumpstartYour Social Fundraising Campaigns
Today 1. Why Social Fundraising? 1. How to Launch a   Campaign 2. Top 5 tips
$300 Billion               donated by individuals each year in the USSource: 2008 Chronicle of Philanthropy
Online Giving is on the Rise       13%online giving                                                         35-55%        ...
Peopleask Peopleto give.
Social  changes   everything…
Psychology of Engagement                    Happy                                          Giving                    peopl...
How it Works
The most important thing: Launch  - Don’t aim for perfection… You have to launch    a campaign and learn from it!  - You g...
Case Study                                    Annual Campaign:                                    Target: $125,000        ...
Social Donation     Every supporter was asked to      recruit her neighbor, boss,          co-worker, friend…
Results 136          =     17,053 Gifts        Impressions
Results      52%            increase in donation yield…$12,300   +   Social-Multiplier Cycle   =   $18,695
Goal: $20,000,000
Goal: $20,000,000
Goal: $5,000,000
Goal: $100,000,000
Your Launch Plan
The BasicsStep 1: Pick an objective  People “give through,” not “to”   example…  “We are raising $22,500 by October 15 for...
The BasicsStep 2: Sanity-check your target – Is your date less than 3 months out? – Is your $ target achievable?   formula...
The BasicsStep 3: Set giving levels – Make them meaningful   • $50 buys 10 used textbooks   • $500 sponsors one child thro...
The BasicsStep 4: Upload content on FundlyPick ashort videoUsepictures              Keep text to awith human            mi...
Launch!Step 5: Send out an email – Use your existing list – Use the strategy you already built    • Target: ―We are raisin...
Launch!Step 6: Facebook – Share with your personal network once per week    • Make it personal       – “Join me in buildin...
Launch!Step 7: Twitter – Tweet 2x per day - Lunchtime and quitting time – Use hashtags – Retweet
Launch!Step 8: Recruit help – Get your top supporters to set up their own pages    • Think: board members, volunteers, cel...
Launch!Step 9: Embed on your site – Get your webmaster to embed the donation form on   your own website    • As easy as em...
VictoryStep 10: Celebrate! – Announce your milestones – Post updates to Facebook and Twitter, encouraging   continued dona...
Top 5 Tips1. Start with your current   supporters2. Do not be shy3. Make a direct ask4. Tell donors what their money   wil...
Good Luck!
Dave Boyce: Social Fundraising 101: How to Jump Start your Social Fundraising
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Dave Boyce: Social Fundraising 101: How to Jump Start your Social Fundraising

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Interested in raising money online, but not sure where to get started? Learn the first ten steps from an industry expert who has helped nonprofits and political candidates raise over $225 million through harnessing the power of social media.

Published in: Technology, News & Politics
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  • Here’s what’s at stake. And just like you said, this is a more stable, reliable giver base.
  • Dave Boyce: Social Fundraising 101: How to Jump Start your Social Fundraising

    1. 1. Social Fundraising 101: How to JumpstartYour Social Fundraising Campaigns
    2. 2. Today 1. Why Social Fundraising? 1. How to Launch a Campaign 2. Top 5 tips
    3. 3. $300 Billion donated by individuals each year in the USSource: 2008 Chronicle of Philanthropy
    4. 4. Online Giving is on the Rise 13%online giving 35-55% 2010 growth rate 2010 givingSource: 2010 Blackbaud, 2010 Giving USAn.b.: ―large‖ non-profits growing online giving at 55%
    5. 5. Peopleask Peopleto give.
    6. 6. Social changes everything…
    7. 7. Psychology of Engagement Happy Giving people makes give people more. happier.Oppenheimer & Olivola (2010), Isen & Levin (1972), Aderman (1972), Harris & Huang (1973), Kazdin &Bryan (1971), Isen, Horn & Rosenhan (1973), Konow & Earley (2008), Wang & Graddy (2008), Williams& Shiaw (1999), Batson (1987, 1991), Cialdini (1987), Plato, Aristotle, Bible, Torah, Koran, etc. etc….
    8. 8. How it Works
    9. 9. The most important thing: Launch - Don’t aim for perfection… You have to launch a campaign and learn from it! - You get a 2nd, 3rd, and even 30th chance to make a 1st impression
    10. 10. Case Study Annual Campaign: Target: $125,000 Japan Campaign: $18,045 Test Campaign: $3,995 Nov Dec Jan Feb Mar Apr
    11. 11. Social Donation Every supporter was asked to recruit her neighbor, boss, co-worker, friend…
    12. 12. Results 136 = 17,053 Gifts Impressions
    13. 13. Results 52% increase in donation yield…$12,300 + Social-Multiplier Cycle = $18,695
    14. 14. Goal: $20,000,000
    15. 15. Goal: $20,000,000
    16. 16. Goal: $5,000,000
    17. 17. Goal: $100,000,000
    18. 18. Your Launch Plan
    19. 19. The BasicsStep 1: Pick an objective People “give through,” not “to” example… “We are raising $22,500 by October 15 for a new classroom at our Buwaidhaa school in Sudan… This means educating 30 more students!”
    20. 20. The BasicsStep 2: Sanity-check your target – Is your date less than 3 months out? – Is your $ target achievable? formula… example… 10,000 supporters X of supporters # X 2% response rate (historical actuals) X $75 average donation $22,500 1.5 social multiplier
    21. 21. The BasicsStep 3: Set giving levels – Make them meaningful • $50 buys 10 used textbooks • $500 sponsors one child through graduation • $5,000 sponsors a classroom of 30 students Remember… People give “through,” not “to”
    22. 22. The BasicsStep 4: Upload content on FundlyPick ashort videoUsepictures Keep text to awith human minimumfaces
    23. 23. Launch!Step 5: Send out an email – Use your existing list – Use the strategy you already built • Target: ―We are raising $22,500 by October 15…‖ • Objective: ―This will allow us to open one new classroom…‖ – Make the email personal—address it from you – Send personal update emails once per week
    24. 24. Launch!Step 6: Facebook – Share with your personal network once per week • Make it personal – “Join me in building a school! We are 50% of the way to adding a classroom for 30 kids in Sudan” – Post to your Facebook Fan page daily • Ask questions • Provide updates
    25. 25. Launch!Step 7: Twitter – Tweet 2x per day - Lunchtime and quitting time – Use hashtags – Retweet
    26. 26. Launch!Step 8: Recruit help – Get your top supporters to set up their own pages • Think: board members, volunteers, celebrity endorsers, partners, etc. – Rinse and repeat: the bigger the team, the better the results
    27. 27. Launch!Step 9: Embed on your site – Get your webmaster to embed the donation form on your own website • As easy as embedding a YouTube video – Make sure all channels of communication are aligned for the duration of your campaign • Email • Direct mail • Website • Social networking
    28. 28. VictoryStep 10: Celebrate! – Announce your milestones – Post updates to Facebook and Twitter, encouraging continued donations – When your goal is reached, shout it from the rooftops! • People like to be part of a winning team • Thank them for their support and they will support you again • Where possible, provide evidence of the difference the money is making (on-the-ground photos and video)
    29. 29. Top 5 Tips1. Start with your current supporters2. Do not be shy3. Make a direct ask4. Tell donors what their money will do5. Align all channels
    30. 30. Good Luck!

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