New Media Strategies for
Outreach & Fundraising
Sarah McMaster
Director of Marketing & New Media
Mount Wachusett Community...
Fundraising: Reframed?
• Outreach as an outcome of research
– Process of identifying who in your service area
aligns with ...
Fundraising: Re-framed?
• Mission
alignment

Research
Outreach &
Communications

Build Affinity

Involvement

• Educate
• ...
Events
Strategic
Planning

Membership

Fundraising

Governance

Mission

Outreach
Public
Relations

Social Media
Creating a Plan

We need to understand
your organization

Who is your prospective
stakeholder?

• what are the key
attribu...
Driving Key Actions: Conversion Funnel

Social Media
Website

Fundraising Page
Donation!
Fundraising 2.0
Audience

Medium

Key Action

Current Members

Member e-newsletter

Membership Renewal

Board & Committee
...
Components of a Good New Media
Fundraising Campaign
•
•
•
•
•
•

Social sharing
Online transactions
Real-time
Mobile-frien...
Crowdsourcing/Crowdfunding
Services like:
• Kickstarter
• GoFundMe
• Indiegogo
• Crowdfunder
• RocketHub
Kickstarter
•
•
•
•
•

Project based
Arts culture, technology
5% fee structure
Connect directly with funders
Limitations a...
Next Steps
•
•
•
•
•

Review website
Do audience segmenting
Assess conversion funnel user experience
Identify new strategi...
Review website
Does it communicate our mission?
Is it easy to use?
Focus groups

Is it mobile friendly?
Can visitors ...
Do audience segmenting
Who are your stakeholders really?
Is there a good way to group them in terms of
interests?
Affin...
Assess conversion funnel user
experience
 How do you get there?
 How many clicks?
 How many barriers?
 What is require...
Identify new strategies
 Are you extending your reach with social
media? Feeding the funnel?
 Can you pilot a crowd fund...
Tell your story
Back to basics
Cultivate ambassadors
Use images & video to show your story
Tell your story using every...
Resources
• Content Creator
– Storytelling
– Photography
– Video

• “Techie”
– Dashboards
– Reporting and data
Questions & Discussion
Email:
smcmaster@mwcc.mass.edu
LinkedIn:
www.linkedin.com/in/sarahmcmaster/
Upcoming SlideShare
Loading in...5
×

New Media Strategies for Nonprofit Outreach and Fundraising

354

Published on

Presented by Sarah McMaster, MWCC Director of Marketing & New Media during the Mount Wachusett Community College Center for Civic Learning and Community Engagement's Non-Profit Collaborative Fundraising Mini-Conference, held November 1, 2013. The Road From Here: Fundraising in the New Economy

Published in: Social Media, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
354
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

New Media Strategies for Nonprofit Outreach and Fundraising

  1. 1. New Media Strategies for Outreach & Fundraising Sarah McMaster Director of Marketing & New Media Mount Wachusett Community College
  2. 2. Fundraising: Reframed? • Outreach as an outcome of research – Process of identifying who in your service area aligns with mission • Affinity as an outcome of outreach – Process of interesting potential stakeholders in your mission, services, activities • Fundraising as an outcome of affinity – Process of building relationship and involvement
  3. 3. Fundraising: Re-framed? • Mission alignment Research Outreach & Communications Build Affinity Involvement • Educate • Inform • Empathy • Support • Fundraising • Volunteering
  4. 4. Events Strategic Planning Membership Fundraising Governance Mission Outreach Public Relations Social Media
  5. 5. Creating a Plan We need to understand your organization Who is your prospective stakeholder? • what are the key attributes? • What impact? • is there a typical profile/demographic? What are potential communication channels? • specific associations • Community events • specialized publications
  6. 6. Driving Key Actions: Conversion Funnel Social Media Website Fundraising Page Donation!
  7. 7. Fundraising 2.0 Audience Medium Key Action Current Members Member e-newsletter Membership Renewal Board & Committee members Meetings & email marketing Time, Talent, Treasure In-person Continued giving Prospective Members Current Donors Prospective Donors - Gen Y Kickstarter Donations for XYZ project Prospective Donors Boomers Inclusion in Estate Planning “Town hall” events Prospective Donors – Gen x Facebook Donations & Engagement Volunteers Twitter Workday attendance Online Ambassadors Facebook Share online content
  8. 8. Components of a Good New Media Fundraising Campaign • • • • • • Social sharing Online transactions Real-time Mobile-friendly Back-end metrics Low overhead/resources
  9. 9. Crowdsourcing/Crowdfunding Services like: • Kickstarter • GoFundMe • Indiegogo • Crowdfunder • RocketHub
  10. 10. Kickstarter • • • • • Project based Arts culture, technology 5% fee structure Connect directly with funders Limitations are outlined: http://www.kickstarter.com/help/guidelines
  11. 11. Next Steps • • • • • Review website Do audience segmenting Assess conversion funnel user experience Identify new strategies Tell your story Adjust Assess Review
  12. 12. Review website Does it communicate our mission? Is it easy to use? Focus groups Is it mobile friendly? Can visitors make a donation?
  13. 13. Do audience segmenting Who are your stakeholders really? Is there a good way to group them in terms of interests? Affinity? Services? Demographics?
  14. 14. Assess conversion funnel user experience  How do you get there?  How many clicks?  How many barriers?  What is required v. optional information? What is the overall experience?
  15. 15. Identify new strategies  Are you extending your reach with social media? Feeding the funnel?  Can you pilot a crowd funding initiative? Communicate with segments in more personalized ways?  Are you measuring? Who will want to know?
  16. 16. Tell your story Back to basics Cultivate ambassadors Use images & video to show your story Tell your story using every means within your capacity
  17. 17. Resources • Content Creator – Storytelling – Photography – Video • “Techie” – Dashboards – Reporting and data
  18. 18. Questions & Discussion Email: smcmaster@mwcc.mass.edu LinkedIn: www.linkedin.com/in/sarahmcmaster/
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×