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Why People Give & How to Leverage Social Media for Fundraising

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Katya Andresen, COO , Network for Good …

Katya Andresen, COO , Network for Good

Learn the truth about why people give and how some surprising insights about our
brains might change the way you approach raising money via social networking. Gain
five practical new approaches to apply in your work to advance social good.

Published in: Technology, Business

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  • Billions spent trying to understand consumers every yearTrillions spent trying to influence them
  • The job of marketing is getting really hard.
  • In two ways - Talk about beings that have a heartbeat, and be human yourself.
  • Giving makes people happy.Happy people give more.That makes them happier.Which makes them give more.
  • What’s it like to be a 9-year-old soccer superstar one day and a boy with Ewing’s sarcoma—a rare bone cancer—the next? Paddy O’Brien’s poem Needles tells some of the story young cancer patients at UCSF Benioff Children’s Hospital know by heart. But needles are only part of Paddy’s story. There’s also the so-bad-you-cry pain in his left leg, and the deep fatigue that turned out to be a cancer early warning sign. There are blood tests and biopsies and five-day hospital stays every two weeks for chemo. There’s his mom, Alma, asleep by his hospital bedside every single night, and his dad, Mark, holding the hand of a son in post-chemo slumber. There’s his brother, Barry, bringing Paddy his favorite blanket and bearing the anger when Paddy, home from chemo, found Barry playing video games, living a normal life. NEEDLESNeedles, my worst enemy. Here’s the good part of needles: Sometimes they are sharp and slide right through your skin like a knife through butter. So, if you think this is bad, wait to hear what’s next. I’m a cancer patient at UCSF and when I’m not there I have to get a shot to keep my immune system working. The bad shots are like having liquid nitrogen going into my leg through a syringe. One of these needles is as thick as a toothpick which goes into my port; it doesn’t hurt at all. That big needle helps chemo, saline, pain and nausea meds flow through my body. After all of this, needles are curing me of cancer. Needles, they turn out to be my best friend.Paddy O'Brien There are the moms of friends and friends of Mom’s who sat with Paddy while his parents worked to maintain the insurance that made treatment possible. There are the little kids still fighting cancer at UCSF, who look up to Paddy, and the caregivers inspired by his never-fail positive attitude. There’s the year off school (the good part!) and the months of not knowing if Paddy would lose his leg. There’s Paddy’s hair, which turned pitch-black and fell out (he saved it). There’s the radiation therapy that left Paddy’s leg raw, and red as a stop sign. And there are the cookies—baked by Paddy’s family and friends in pre-chemo marathons, enough to feed 10 hospital shifts. Here’s the best part so far: In spring, birds built nests from strands of Paddy’s lost hair, released in the garden last winter. Paddy’s grades have improved so much, he’s made the Principal’s List—remarkable in a year when cancer treatments came before classes. And tests show Paddy to be cancer-free. As for the future, Paddy’s mom thinks his talents might some day take him into a career in communications, or even fundraising. Paddy knows a good cause when he sees one, she says—and he has a story to tell.We give to people like Paddy. We give when we’re moved by the person in need or by how we are asked.THE STORY AND THE STORY TELLER ARE EVERYTHING. SOCIAL MEDIA IS A GREAT PLACE FOR BOTH.
  • Goal? 100K from 1000 people. More than 50 teams signed up for the seven-week contest, which encouraged individuals to contribute via social networking tools, such as Facebook and Twitter, through a collaboration with Causes.com. Teams competed for prizes throughout the contest. The grand prizes were naming rights to two prominent spaces at UCSF Benioff Children’s Hospital, currently under construction in Mission Bay. Number of donations was the key – not dollars.
  • At Christmas 2008, I was diagnosed with Ewing Sarcoma bone cancer. It was not the best Christmas present for a 10 year old boy! Although since then I have been blessed with many silver linings in life. I am a former cancer patient at UCSF Children's hospital. I am now in remission. I want to encourage every one to support the new children's hospital. These are the leaders in our medical community. They saved my life! And they are the nicest nurses, doctors , admin staff,researchers, student docs, janitors, food runners and food service staff. (Please forgive me if I left you out , there were so many great and friendly people at UCSF) Everyone I met made me feel like they genuinely cared about me, they knew my name and liked my cookies I baked for them every week. All I can say is, if you ever walk a day in my shoes you will be glad the UCSF has a new state of the art hospital to care for your child. Please support them.
  • Transcript

    • 1. The
      The Mirror Neuronand the Sea Monkey: The Truth about Why People Give and What It Means to Social Media Fundraising
    • 2. Wired for caring
    • 3. Causes
      Donors
    • 4. Causes
      Donors
    • 5.
    • 6. Photo: By Darren Whiteside
    • 7. There are no exceptions to the rule that you must awaken the heart to arouse the mind.
    • 8. The Truths and Their Consequences
    • 9. 1. Giving is emotional.
    • 10. The more emotional, the more money
    • 11. The martyrdom effect
      Howtocopewithpain.org
    • 12. The Takeaway:Your social media presence MUST have a pulse. No one wants to be friends with a building on Facebook.
    • 13. 2. Giving is personal.
    • 14.
    • 15. Photo Credit: YouGetThePicture, Flickr
    • 16.
    • 17. The singularity effect
    • 18. The Takeaway: Build a network of close ties.
      Relatable people
      No statistics
      Friends to friends
    • 19. 3. You can’t change #1 or #2. If you try, prepare to raise less.
    • 20. Is this ethical?
    • 21. The Takeaway:Your technology must be about people and how they connect. No bonds = no money.
    • 22. 4. Giving makes people happy.
    • 23. Recurring giving makes people
      VERY happy.
    • 24. “Most fundraisers probably don’t think of themselves in the businessof selling happiness to donors, but that is ... their job.”M.A. Strahilevitz
    • 25. The Takeaway:Use social media to create emotional ROI.
    • 26. 5. Giving is social.
    • 27. The last person gave…
    • 28. Not so fast…
      $2.9 million
      $5 million
      $100 million
      All my money
    • 29. The Takeaway:Friends to friends is powerful. So use social proof.
    • 30. OK, that’s nice.But what does this all look like in practice?
    • 31. 31
    • 32. 32
    • 33. 33
    • 34. 34
    • 35. This presentation in a tweet
    • 36. Katya Andresen, COO Network for Good
      www.nonprofitmarketingblog.com
      Twitter: @katyaN4G