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Social media for social good - How nonprofits can integrate social media into their fundraising

by Tara Jefferson

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Nonprofits will learn about the benefits of fundraising using Web 2.0 tools, understand how to integrate social media into existing fundraising efforts, and gain insight on how to discern a good ...

Nonprofits will learn about the benefits of fundraising using Web 2.0 tools, understand how to integrate social media into existing fundraising efforts, and gain insight on how to discern a good online campaign from a bad one.

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Social media for social good - How nonprofits can integrate social media into their fundraising Presentation Transcript

BOOSTING SOCIAL “CHANGE”: SOCIAL MEDIA AND FUNDRAISING FOR NONPROFITS Stephanie A. Jansky Communications and Public Affairs Manager Cleveland Clinic @SAJansky Tara Pringle Jefferson Public Affairs Associate The Cleveland Foundation @TaraPJefferson Twitter hashtag for the session: #socialgood

FIRST THINGS FIRST : SOCIAL MEDIA DOESN’T REPLACE OTHER FORMS OF FUNDRAISING.

NEXT GENERATION OF AMERICAN GIVING SURVEY

DONATION CHANNELS OVERALL AND BY GENERATION

THINK IMPACT. NOT NEED.

Where social media fundraising campaigns take off

SUPPORTERS FOLLOWERS

5 SUGGESTIONS FOR SMALL NONPROFITS

Make it emotional.

Make a specific ask.

Make it easy to donate.

Make it easy to “join the movement.”

Make it easy to share.

MAKE IT EMOTIONAL

People are twice as likely to give a charitable gift when presented with an emotion-inducing personal story that focuses exclusively on his or her plight — rather than a group of “unnamed statistical victims.”

“ Don’t be afraid of emotion. It’s not sappy; it’s what makes people care.”

Homer Simpson for Nonprofits

MAKE A SPECIFIC ASK

Don’t just say “please give money”

Tell each donor - in tangible terms - just what his/her $25 or $50 will provide

MAKE IT (ASTONISHINGLY) EASY TO DONATE

Ask yourself: How many clicks does it take to get to your Donate Now page? Is it buried?

Most people (particularly Boomers and the Mature generation) WILL go back to your website before donating.

Example: Charity:Water

MAKE IT EASY TO SHARE

Add ShareThis, AddThis buttons

Encourage retweets and blog posts

Create a hashtag if you’re using Twitter

MAKE IT EASY TO “JOIN THE MOVEMENT”

SHOW IMPACT AFTER THE GIFT

Malaria No More

YOUR NAME HERE

EXAMPLES

www.BarackObama.com

Haiti Earthquake Text Messaging Campaign

ADDITIONAL RESOURCES

Online Fundraising Campaign in a Box:

http://www.fundraising123.org/files/FundraisingCampaigninaBox.pdf

Search “online fundraising” on SlideShare:

http://www.slideshare.com

Next Generation of American Giving: http://www.convio.com/files/next-gen-whitepaper.pdf

Questions?