The Fundraisers’ Guide to Social Media

Best tools beyond the basics
The Fundraisers’ Guide to Social Media
Bethany A. Deines
Director of Annual Gifts
The Children’s Medical Center of Dayton
AFP National Fundraising Day
May 18, 2011

Why Fundraisers Use Social Media
Build relationships
Interact with constituents
Listen to feedback
Emphasize mission & create awareness
Tell compelling stories
Recognize and steward donors
Provide giving opportunities
Promote events
Provide timely communication/info sharing
Demonstrate impact of support

Did You Notice?
Even though technology changes, fundraising principles remain the same!
Listen
Engage
Build authentic relationships
Educate
Provide opportunities
Show (literally) how money was used
Steward

What we ARE using

What we COULD be using

Feel a little overwhelmed?
Let’s break it down

Which Tools Do What?

Things to Consider
Know your target audience, objectives, key messages
Ensure you have the necessary time and ability to consistently maintain
Go where the people are – do you need a niche tool to reach particular target audience?
Adopt low-risk tools first – access products like podcasts, videos and widgets from partner sites to add to your website
Create sharable content & create advocates; let messages go “viral”

Encourage participation & respond – remember that at the core, social media is about interaction
Leverage networks – create “grassroots” fundraisers and expand your reach
Provide messages in multiple formats
Mobile usage and demand for access is here to stay
Be realistic – Social Media builds relationships; the money may come via different vehicles
Measure results – Many tools to help, visit Oneforty.com
Some More Things to Consider

Where to Place Priorities
Ok to adopt one thing at a time
Communities – Use known entities like Facebook
Blog – Share the powerful stories; have a prominent “Donate Now” button
Mobile website – Quickly becoming a necessity
YouTube – Videos offer best way to tell stories, create your own channel
Multiple Platform Tools – Make the most of multi-tasking
Third Party Fundraising Sites – Give followers access, register with Guidestar

Can You Raise Money?
YES!
Takes time to build followers/advocates/donors
Most effective at: cultivation and stewardship
Provide multiple access points to donate
Keep creating compelling content
Make giving easy!
Use auto-receipts but customize the responses!

Text Giving
Text Messaging
Voting Contests
Foursquare
Buttons, Badges, Widgets
Electronic Games
Shopping Portals
Virtual Worlds
Over-Rated Giving Hype

The Health Communicator’s Social Media Toolkit, Center of Disease Control and Prevention
2011 Ohio Hospital Social Media Guide, Ohio Hospital Association
Katya’s Nonprofit Marketing Blog, KatyaAndreson
Fundraising Success
The Networked Nonprofit, Beth Kanter and Allison Fine
Socialnomics, Eric Qualman
The zillions of articles, blogs, tweets and tidbits of information I read every day on social media best practices because I’m a total geek about this.
Favorite bloggers: Beth Kanter, Allison Fine, KatyaAndreson, Chris Brogan, Jeff Bullas, Mashable, Eric Qualman, John Haydon
LinkedIn Groups: Online Fundraising for Nonprofits, Social Media for Nonprofit Organizations, On Fundraising Hosted by AFP,
Personal experience, My Greatest Teacher
Resources

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The Fundraisers’ Guide to Social Media

by Bethany Deines on May 24, 2011

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The Fundraisers’ Guide to Social Media — Presentation Transcript