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The Secret Sauce of Fundraising: Facebook Causes
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The Secret Sauce of Fundraising: Facebook Causes

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Sarah Koch, Manager of Nonprofit Services ...

Sarah Koch, Manager of Nonprofit Services
Facebook Causes

Want to learn how nonprofits just like yours have raised over $33 million through
online community building, storytelling, and viral, peer-to-peer promotion on
Facebook? In this session, Sarah will show off new tools, give you the ‘secret sauce’
of what’s working and what isn’t, and provide all the information you need to start
effective fundraising campaigns on social media.

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  • We believe that we ’ve built tools and a massive community that make Causes the best place for nonprofits to fundraise using social media. Everyone throws around the word ‘social’ and doesn’t really mean anything. Two different dynamics 1-construct their identity online. We want people to be everyday philanthropists. We’re using the rise of Facebook to make giving a part of your identity and a part of your everyday life. Identity and empowering you as an individual. 2- social media also allows you to tap into your friend network and leverage that to get things done. That’s powerful because acting alone isn’t as impactful and you don’t recognize the power of your friend networks and their reputation has so much weight. DATA We immediately ask donors to get their friends to donate too, post it to their profile. And it works – data. By making giving social, we move it from being in isolated activity to being a shared activity where, because they donate, they imply to their friends that they should do the same. It ’s public. Public recognition and public pressure. We’re tapping into extended networks and helping you reach new people you wouldn’t be able to reach yourself. Fun, easy, social Tell an impact-focused story about their work. Get away from the corporate brand marketing approach and help nonprofits shine like no other where they can tell their story of what they do that really helps people. The most exciting thing that the internet will do in the next several years is bring what was once just the donor relationship reserved for the biggest donors down to small-dollar donors. You can give that donor-centric, rich storytelling experience to everyone because we make it easy. Built in follow-up thank you notes, donor choices, features to help you do that. Of course it ’s free to use. Our goal is to create success stories so we’re excited to offer you a free tool to help you fundraise. We make money through advertising and corporate cause marketing. We try to bring the same impact-focused mentality to corporate marketing as well.
  • We believe that we ’ve built tools and a massive community that make Causes the best place for nonprofits to fundraise using social media. Everyone throws around the word ‘social’ and doesn’t really mean anything. Two different dynamics 1-construct their identity online. We want people to be everyday philanthropists. We’re using the rise of Facebook to make giving a part of your identity and a part of your everyday life. Identity and empowering you as an individual. 2- social media also allows you to tap into your friend network and leverage that to get things done. That’s powerful because acting alone isn’t as impactful and you don’t recognize the power of your friend networks and their reputation has so much weight. DATA We immediately ask donors to get their friends to donate too, post it to their profile. And it works – data. By making giving social, we move it from being in isolated activity to being a shared activity where, because they donate, they imply to their friends that they should do the same. It ’s public. Public recognition and public pressure. We’re tapping into extended networks and helping you reach new people you wouldn’t be able to reach yourself. Fun, easy, social Tell an impact-focused story about their work. Get away from the corporate brand marketing approach and help nonprofits shine like no other where they can tell their story of what they do that really helps people. The most exciting thing that the internet will do in the next several years is bring what was once just the donor relationship reserved for the biggest donors down to small-dollar donors. You can give that donor-centric, rich storytelling experience to everyone because we make it easy. Built in follow-up thank you notes, donor choices, features to help you do that. Of course it ’s free to use. Our goal is to create success stories so we’re excited to offer you a free tool to help you fundraise. We make money through advertising and corporate cause marketing. We try to bring the same impact-focused mentality to corporate marketing as well.
  • We believe that we ’ve built tools and a massive community that make Causes the best place for nonprofits to fundraise using social media. Everyone throws around the word ‘social’ and doesn’t really mean anything. Two different dynamics 1-construct their identity online. We want people to be everyday philanthropists. We’re using the rise of Facebook to make giving a part of your identity and a part of your everyday life. Identity and empowering you as an individual. 2- social media also allows you to tap into your friend network and leverage that to get things done. That’s powerful because acting alone isn’t as impactful and you don’t recognize the power of your friend networks and their reputation has so much weight. DATA We immediately ask donors to get their friends to donate too, post it to their profile. And it works – data. By making giving social, we move it from being in isolated activity to being a shared activity where, because they donate, they imply to their friends that they should do the same. It ’s public. Public recognition and public pressure. We’re tapping into extended networks and helping you reach new people you wouldn’t be able to reach yourself. Fun, easy, social Tell an impact-focused story about their work. Get away from the corporate brand marketing approach and help nonprofits shine like no other where they can tell their story of what they do that really helps people. The most exciting thing that the internet will do in the next several years is bring what was once just the donor relationship reserved for the biggest donors down to small-dollar donors. You can give that donor-centric, rich storytelling experience to everyone because we make it easy. Built in follow-up thank you notes, donor choices, features to help you do that. Of course it ’s free to use. Our goal is to create success stories so we’re excited to offer you a free tool to help you fundraise. We make money through advertising and corporate cause marketing. We try to bring the same impact-focused mentality to corporate marketing as well.
  • Consumer Internet/Social Networking meets Grassroots Organizing. Facebook as an unprecedented opportunity to help people tap into their personal networks to create mass scale collective action.
  • We believe that we ’ve built tools and a massive community that make Causes the best place for nonprofits to fundraise using social media. Everyone throws around the word ‘social’ and doesn’t really mean anything. Two different dynamics 1-construct their identity online. We want people to be everyday philanthropists. We’re using the rise of Facebook to make giving a part of your identity and a part of your everyday life. Identity and empowering you as an individual. 2- social media also allows you to tap into your friend network and leverage that to get things done. That’s powerful because acting alone isn’t as impactful and you don’t recognize the power of your friend networks and their reputation has so much weight. DATA We immediately ask donors to get their friends to donate too, post it to their profile. And it works – data. By making giving social, we move it from being in isolated activity to being a shared activity where, because they donate, they imply to their friends that they should do the same. It ’s public. Public recognition and public pressure. We’re tapping into extended networks and helping you reach new people you wouldn’t be able to reach yourself. Fun, easy, social Tell an impact-focused story about their work. Get away from the corporate brand marketing approach and help nonprofits shine like no other where they can tell their story of what they do that really helps people. The most exciting thing that the internet will do in the next several years is bring what was once just the donor relationship reserved for the biggest donors down to small-dollar donors. You can give that donor-centric, rich storytelling experience to everyone because we make it easy. Built in follow-up thank you notes, donor choices, features to help you do that. Of course it ’s free to use. Our goal is to create success stories so we’re excited to offer you a free tool to help you fundraise. We make money through advertising and corporate cause marketing. We try to bring the same impact-focused mentality to corporate marketing as well.
  • There are a lot of tools on Causes but this is the fundraising tool we ’ve designed specifically for nonprofits to tell a good story about their work. This slide highlights some of the main features of the fundraising project page including a media gallery to help tell the story of the project, a link to more info about your nonprofit, and price points that explain the impact a given donation can have.
  • We believe that we ’ve built tools and a massive community that make Causes the best place for nonprofits to fundraise using social media. Everyone throws around the word ‘social’ and doesn’t really mean anything. Two different dynamics 1-construct their identity online. We want people to be everyday philanthropists. We’re using the rise of Facebook to make giving a part of your identity and a part of your everyday life. Identity and empowering you as an individual. 2- social media also allows you to tap into your friend network and leverage that to get things done. That’s powerful because acting alone isn’t as impactful and you don’t recognize the power of your friend networks and their reputation has so much weight. DATA We immediately ask donors to get their friends to donate too, post it to their profile. And it works – data. By making giving social, we move it from being in isolated activity to being a shared activity where, because they donate, they imply to their friends that they should do the same. It ’s public. Public recognition and public pressure. We’re tapping into extended networks and helping you reach new people you wouldn’t be able to reach yourself. Fun, easy, social Tell an impact-focused story about their work. Get away from the corporate brand marketing approach and help nonprofits shine like no other where they can tell their story of what they do that really helps people. The most exciting thing that the internet will do in the next several years is bring what was once just the donor relationship reserved for the biggest donors down to small-dollar donors. You can give that donor-centric, rich storytelling experience to everyone because we make it easy. Built in follow-up thank you notes, donor choices, features to help you do that. Of course it ’s free to use. Our goal is to create success stories so we’re excited to offer you a free tool to help you fundraise. We make money through advertising and corporate cause marketing. We try to bring the same impact-focused mentality to corporate marketing as well.
  • The point here is that this is a second distribution channel within Facebook, it is highly targeted, and it has a high response rate.
  • The main point we can make here is that Susan hears about the project through the channels through which she prefers to hear about giving opportunities from friends and nonprofits, and we recommend that nonprofits use every channel at their disposal (and let supporters self-select into the ways they most want to hear about these campaigns). As we always hear from our friends in corporate marketing, you have to reach people multiple times and in multiple ways to get them to act. Some of our partners hear this and are scared about over-messaging but in today ’s world, you have to trust the individuals self-select which communication channels they want to hear from you through. We find that some people prefer connecting through social media, some through email, and some prefer a piece of mail. You should take your fundraising project, which has a unique URL, and promote it through every channel available to you. We see people do everything from put that URL in their email signature to throw house parties with laptops and ask people to donate and join their cause on the spot.
  • One of the most powerful ways to rally support for your project is to send bulletins to your cause members. As you can see here, these bulletins are not only posted to the cause but they go out as News Feed posts and emails to the members of the cause. Bulletins don ’ t just ask people to donate, you can send updates, share media, and turn your project into an interactive campaign. Another positive benefit is that we’ve seen with every fundraising campaign, your membership grows as well. This isn’t just a one-time thing - you’ll be able to continue to involve pull them back in for future campaigns. (if they ask, explain that we message people that enable the permission to do so, just like any other application –Causes adheres to every user’s Facebook privacy settings; most members allow us to send messages to them but they can choose not to)
  • One of the most powerful ways to rally support for your project is to send bulletins to your cause members. As you can see here, these bulletins are not only posted to the cause but they go out as News Feed posts and emails to the members of the cause. Bulletins don ’ t just ask people to donate, you can send updates, share media, and turn your project into an interactive campaign. Another positive benefit is that we’ve seen with every fundraising campaign, your membership grows as well. This isn’t just a one-time thing - you’ll be able to continue to involve pull them back in for future campaigns. (if they ask, explain that we message people that enable the permission to do so, just like any other application –Causes adheres to every user’s Facebook privacy settings; most members allow us to send messages to them but they can choose not to)
  • We believe that we ’ve built tools and a massive community that make Causes the best place for nonprofits to fundraise using social media. Everyone throws around the word ‘social’ and doesn’t really mean anything. Two different dynamics 1-construct their identity online. We want people to be everyday philanthropists. We’re using the rise of Facebook to make giving a part of your identity and a part of your everyday life. Identity and empowering you as an individual. 2- social media also allows you to tap into your friend network and leverage that to get things done. That’s powerful because acting alone isn’t as impactful and you don’t recognize the power of your friend networks and their reputation has so much weight. DATA We immediately ask donors to get their friends to donate too, post it to their profile. And it works – data. By making giving social, we move it from being in isolated activity to being a shared activity where, because they donate, they imply to their friends that they should do the same. It ’s public. Public recognition and public pressure. We’re tapping into extended networks and helping you reach new people you wouldn’t be able to reach yourself. Fun, easy, social Tell an impact-focused story about their work. Get away from the corporate brand marketing approach and help nonprofits shine like no other where they can tell their story of what they do that really helps people. The most exciting thing that the internet will do in the next several years is bring what was once just the donor relationship reserved for the biggest donors down to small-dollar donors. You can give that donor-centric, rich storytelling experience to everyone because we make it easy. Built in follow-up thank you notes, donor choices, features to help you do that. Of course it ’s free to use. Our goal is to create success stories so we’re excited to offer you a free tool to help you fundraise. We make money through advertising and corporate cause marketing. We try to bring the same impact-focused mentality to corporate marketing as well.

The Secret Sauce of Fundraising: Facebook Causes Presentation Transcript

  • 1. Social Media for Nonprofits July 14, 2011 “ The Secret Sauce of Social Media Fundraising” Sarah Koch Senior Manager of Nonprofit Services
  • 2. In the Next 20 Minutes…
  • 3. You’ve Built an Online Community…
  • 4. Secret Sauce Rule #1: Build Community
    • Communicate Regularly
    • Ask Questions, Answer Questions
    • Send great media
      • Give them what they want
    • Give recognition your most
    • active supporters
  • 5. Causes: Who We Are
    • Largest platform for activism and cause-minded people on the internet
    • 150 million people have joined a cause
    • 500,000 causes about every topic – local, global, spanning issue areas, half are fundraising
    • 17,000 nonprofit partners
    • $30,000 in donations every day – over $35 million total
    • Founders: Joe Green & Sean Parker
    • Sean co-founded Facebook, Napster, and Plaxo
    • Joe founded Essembly.com, the first political social network
    • Consumer Internet + Grassroots Organizing
  • 6. Secret Sauce Rule #2: Give the People What They Want
    • What am I donating to?
    • Why does my donation matter?
    • Why now?
            • What we know works
            • Tangible impact
            • Storytelling
            • Inspiring videos and photos
            • Peer-to-peer fundraising
  • 7. Causes Fundraising Projects
  • 8. Why Is This Effective?
    • Tested, customizable, and easy donation pages
    • The “Big Donor Experience”
    • Peer-to-peer fundraising through Facebook
    • Easy Promotion: Unique URL, Facebook Page & Causes integration
  • 9. Customized Donation Page
  • 10. Making it Social – News Feed “ Tell your friends why they should donate too”
  • 11. Making it Social – Facebook Requests
  • 12. The “Big Donor Experience”
  • 13. Automatic Thank-You Note
  • 14. Nonprofit Tools for Tracking & Follow-Up Download Donor Contact Information Email Donors http://nonprofits.causes.com
  • 15. Secret Sauce Rule #3: Cross-Channel Promotion, and a lot of it Website Email Blog Facebook Page Twitter Cause Community
  • 16. On Facebook Pages
  • 17. Messages to Facebook Page Followers
  • 18. Secret Sauce Rule #4: Create Excitement and Momentum
    • Launch! Start your Project at www.causes.com/donate
      • Video about why your project matters
        • Profile someone who donated
    • Half-way there!
      • Video from you saying why you care
        • Profile someone who will be impacted by the project
    • $500 to go!
    • FUNDED! THANK YOU!
    • Update #1
    • Update #2
  • 19. Case Study: Trees, Water + People
  • 20. Successful Causes Fundraising Projects
  • 21. Thank you! Become a Nonprofit Partner at http://nonprofits.causes.com And contact our Nonprofit Services Team: [email_address] and http://exchange.causes.com