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Social Media for Fundraising
 

Social Media for Fundraising

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How to effectively use social media for fundraising. Presented at the 2013 AFP Central PA Capital Conference.

How to effectively use social media for fundraising. Presented at the 2013 AFP Central PA Capital Conference.

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    Social Media for Fundraising Social Media for Fundraising Presentation Transcript

    • Social Media for Fundraising
    • Can anyone actually raise money online?
    • eBenchmarks Study - NTEN
    • Today’s World Water Day’s goal was to inspire 100 bloggers to inspire ten readers to donate $20 – enough to turn water back on for three people in India.
    • Epic Change used Twitter to raise over $11,000 in just 48 hours to help build a classroom in Tanzania… 98% of donors never having donated to Epic Change before. – sumac.com
    • Shower Strike is a week-long fundraising campaign that rallied volunteers to hold a strike against showering to raise funds. The campaign featured corporate sponsors, allowed their volunteers to have share their story, and utilized social media. In years past, the campaign raised $25,000 on average. This year, Shower Strike was able to raise over $77,000. - CauseVox
    • Profile of an Online Donor
    • Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
    • Online donors often have little to no prior giving history with the organization, so we believe it may be easier to acquire an online donor than it is to convert a conventional donor Blackbaud Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
    • 90% of online donors shop online, and 78% do their banking & billpaying online - CauseVox Online donors often have little to no prior giving history with the organization, so we believe it may be easier to acquire an online donor than it is to convert a conventional donor Blackbaud Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
    • Online giving happens largely between 9 a.m. and 5 p.m. on weekdays. People give during work hours - Charity Navigator 90% of online donors shop online, and 78% do their banking & billpaying online - CauseVox Online donors often have little to no prior giving history with the organization, so we believe it may be easier to acquire an online donor than it is to convert a conventional donor Blackbaud Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
    • Major Donors are Moving Online 1,245 (of 2,000) nonprofits had at least one online gift of $1,000 or more. 38 nonprofits in the analysis had at least one online gift of $20,000 or more... Online pledges and recurring gifts were excluded from the analysis. Major donors continue to move to the web as part of their giving behaviors - Blackbaud
    • They give about $100,000 a year all online They do all of their research online. “With our generation, there’s going to be more online giving in the future” - Jennifer Brown They found that only half of the charities were able to take a large donation online.
    • Know You Trust You Support You
    • 5 Tactics for Attracting Online Donors 1. 2. 3. 4. 5. Build Trust Make Donation Easy Facilitate Peer Giving Offer Recognition Track, Adjust, Repeat
    • Build Trust
    • Relationships
    • Not
    • Sales
    • Step #1 Have 3 message/community posts for every ask
    • #FearsVsDreams
    • Step #2 Answer these three questions: 1. What do other people think about this group? 2. Does this work? 3. What difference can I make? nonprofitmarketingguide.com
    • Episodes
    • Not
    • Movie
    • Step #3 Work posts into a larger, episodic story
    • http://www.gailperry.com
    • http://www.gailperry.com
    • http://www.gailperry.com
    • Make Donation Easy
    • Landing Page Essentials: • Find the Donate button in 1-2 seconds • Complete the process in 1-2 minutes
    • Anatomy of a Landing Page
    • Clear Call-to-Action
    • Public Progress
    • Persuasive Video
    • Multiple ways to get involved
    • Facilitate Peer Giving
    • http://www.npengage.com
    • Peer giving ideas: • • • • Friends sponsoring your participation Asking for donations as gifts Competing against friends for best fundraiser Inviting friends to events
    • Help them ask:
    • Offer Recognition
    • Track, Adjust, Repeat
    • Analytics The hidden benefit of online fundraising
    • Track Each Stage of the Process: 1. 2. 3. 4. 5. Distribution Engagement Clicks Bounce Rate Donations