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

1. Social Media
for
Fundraising

2. Can anyone
actually raise
money online?

3. eBenchmarks Study - NTEN

4. 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.

5. 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

6. 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

7. Profile of an Online Donor

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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.

14. Know You
Trust You
Support
You

15. 5 Tactics for Attracting Online Donors
1.
2.
3.
4.
5.
Build Trust
Make Donation Easy
Facilitate Peer Giving
Offer Recognition
Track, Adjust, Repeat

16. Build Trust

17. Relationships

18. Not

19. Sales

20. Step #1
Have 3 message/community
posts for every ask

23. #FearsVsDreams

24. 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

28. Episodes

29. Not

30. Movie

31. Step #3
Work posts into a larger, episodic
story

36. http://www.gailperry.com

37. http://www.gailperry.com

38. http://www.gailperry.com

43. Make Donation Easy

44. Landing Page Essentials:
• Find the Donate button in 1-2 seconds
• Complete the process in 1-2 minutes

45. Anatomy of a Landing Page

46. Clear Call-to-Action

47. Public Progress

48. Persuasive Video

49. Multiple ways to
get involved

50. Facilitate Peer Giving

51. http://www.npengage.com

52. Peer giving ideas:
•
•
•
•
Friends sponsoring your participation
Asking for donations as gifts
Competing against friends for best fundraiser
Inviting friends to events

53. Help them ask:

54. Offer Recognition

58. Track, Adjust, Repeat

59. Analytics
The hidden benefit of online fundraising

60. Track Each Stage of the Process:
1.
2.
3.
4.
5.
Distribution
Engagement
Clicks
Bounce Rate
Donations