Year-End Fundraising with Social Media

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Online giving surged by over 35% last year, with gifts over $1,000 becoming increasingly commonplace. What are the keys to successful nonprofit fundraising online, especially during the end-of-year …

Online giving surged by over 35% last year, with gifts over $1,000 becoming increasingly commonplace. What are the keys to successful nonprofit fundraising online, especially during the end-of-year blitz, and how can social media make your efforts more effective?

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  • 1. Lesley  Mansford   Trustee   Razoo  Founda/on         @lesleymansford,  @razoo   Lesley@razoo.com     Darian  Rodriguez  Heyman   Co-­‐Founder   Social  Media  for  Nonprofits         @dheyman,  @sm4nonprofits   Darian@SM4NP.org       Who  Are  We?  
  • 2. • Why  Crowdfunding?   • Launching  your  Campaign   • Using  Social  Media   • Special  Appeal  Tips   • Celebrate:  Thank  Your  Donors   Agenda  
  • 3. Why  Crowdfunding?  
  • 4. Why  Crowdfunding?   •  People  Give  to  People   •  The  Most  Powerful  Form  of  Ask  is  a  “Peer  Ask”   •  Turn  Your  Donors  Into  Fundraisers  
  • 5. Online  Giving:     13%     Why  Crowdfunding?  
  • 6. Growing  at:     35%  -­‐  55%       Why  Crowdfunding?  
  • 7. It  Increases  Your   Donor  Base     It’s  Here  to  Stay   It’s  Easy   It’s  Efficient   It’s  Social   Why  Crowdfunding?  
  • 8. Launching  Your  Campaign    
  • 9. Just  Do  It   Fail  Fast,  Fail  Forward     How  to  Launch  
  • 10. Pick  a  Well-­‐Defined  Goal  &  Deadline     •   $20,000   •   By  October  15,  2013   •   SFES  Playground   •   For  647  Kids   How  to  Launch  
  • 11. Start   End   Your  fundraiser   should  look  like  this   promote   promote   Deadline  panic.    Promote!     promote   promote   Not  like  this   Fundraiser  =  Campaign     Start   End   How  to  Launch  
  • 12. Tell  Your  Story  and  Be  CreaVve     How  to  Launch  
  • 13. How  to  Launch   Upload   Content    
  • 14. Images  are  Powerful…     How  to  Launch  
  • 15. Fundraisers  with   videos  typically     earn  4X  more!   …Videos  Even  More  So     How  to  Launch  
  • 16. Website   Widget   Social  Media     Press  Releases   Promote  Your  Fundraiser     How  to  Launch  
  • 17. Build  momentum,  then  branch  out   •  Staff   •  Board  of  Directors     •  Key  Influencers       •  Donors     •  Your  Social  Network     •  Volunteers     •  Friends     Start  With  Your  Inner  Circle       How  to  Launch  
  • 18. Ask  Clearly     Tie  to  Direct  Impact   “$10  provides  500  liters  of  clean  drinking   water  to  refugees  in  Somalia.”   “   ”   Don’t  Be  Afraid  to  Ask       How  to  Launch  
  • 19. Using  Social  Media  
  • 20. •   Editorial  Calendar   •   Facebook  <  3  /  Day   •   Twiger  1+  /  Day   •   P2P  Asks  Are  Key   •   Seed  the  Tip  Jar   Using  Social  Media   Plan  for  Success      
  • 21. •   Mornings:  8  –  9AM   •   Lunch:  12  –  1PM   •   End  of  Day:  4:30  –  6PM   •   Nights:  9:30  –  11PM   • Weekends  vs.  Wednesdays!   AcVve  Social  Media  Times       Using  Social  Media  
  • 22. •   ?  Vs.  .   •   Media:  Photos,  Vids   •   Tag  Everyone!   •   EmoVcons  Rock!  :)   •   URLs:  Less  Vs.  More   •   Respond,  Recognize  &  Retweet   ROI  =  RealizaVon  of  Influence       Using  Social  Media  
  • 23. =  $18   Share  &  Ask  for  Shares       Using  Social  Media  
  • 24.     Think  50/50   Using  Social  Media  
  • 25.   The  Ask:  5  Minutes/Week   Form  a  Social  Media  MarkeVng  Commigee       Using  Social  Media  
  • 26. •  A/B  Splits:  Embrace  Data  vs.  Gut   •  Op/mize  Subject,  Imagery,  &  Copy   •  Allocate  Time  &  Staff  for  Implementa/on   •  Plan  on  Three  Email  Blasts   •  12/1,  12/31  &  Esp.  12/31   •  Integrate  Across  Media   Special  Appeal  Tips    
  • 27. CELEBRATE!     Thank  Your  Donors    
  • 28. • Announce  when  milestones  are  met • Send  “thank  you”  notes • Show  donors  their  impact Thank  Your  Donors    Stay  In  Touch  
  • 29. Show  Donors  Their  Impact   Thank  Your  Donors    
  • 30. Thank  You!   Darian@SM4NP.org   Twiger:  @dheyman   Lesley@Razoo.com   Twiger:  @LesleyMansford