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The Complete Guide to Social and Online Fundraising for Hospitals and Foundations

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Looking to learn more about How to Use Social Media to Raise Money for Your Healthcare Organization? Engaging in social media has never been more critical to expanding your donor base and boosting …

Looking to learn more about How to Use Social Media to Raise Money for Your Healthcare Organization? Engaging in social media has never been more critical to expanding your donor base and boosting fundraising results. Check out these slides and be sure to download this free ebook to gain practical tips for social media fundraising for your healthcare nonprofit!

https://www.blackbaud.com/healthcare/resources/social-fundraising | Blackbaud

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  • 1. The Healthcare Marketer’s Guide to Social Media Fundraising
  • 2. Where are all the donors these days? ? Social Media Fundraising 2
  • 3. ONLINE Social Media Fundraising 3
  • 4. Online giving grew by 11% last year. 11% Social Media Fundraising Source: Blackbaud 2012 Charitable Giving Report 4
  • 5. That’s great, but how did the healthcare industry fare? Social Media Fundraising 5
  • 6. Even better news! Online giving for healthcare nonprofits grew more than 14% in 2012. 5.9% 4.5% 6.8% ARTS/CULTURE EDUCATION ENVIRONMENT/ ANIMAL WELFARE 14.2% HEALTHCARE 2012 6.1% 11.8% 5.3% HUMAN SERVICES INTERNATIONAL AFFAIRS PUBLIC/SOCIETY BENEFIT Source: Blackbaud 2012 Charitable Giving Report Social Media Fundraising 6
  • 7. Way to be ahead of the game. Better be throwing every last dollar at pinning, posting, tweeting and app developing, right? Social Media Fundraising 7
  • 8. DON’T GO THERE. YET. Social Media Fundraising 8
  • 9. Remember, social media is NOT one campaign. Social Media Fundraising 9
  • 10. It’s one piece of a continuous conversation with your supporters. Social Media Fundraising 10
  • 11. SO START TALKING! Social Media Fundraising 11
  • 12. But before you do, mobilize. By 2014, there'll be more users on mobile devices than PCs. Source: Morgan Stanley Global Mobile vs. Desktop Internet User Projection, 2007 - 2015E 2,000 Mobile Users vs Desktop Internet Users Within the Past 5 years. 1,600 1,200 800 Mobile Internet Users 400 Desktop Internet Users 0 2007E Social Media Fundraising 2008E 12 2009E 2010E 2011E 2012E 2013E 2014E 2015E
  • 13. Is your website optimized? Can users find the donate button without zooming 100X? Social Media Fundraising 13
  • 14. Mobile is your social media hook. ® 78% of Facebook users are mobile. Meet your donors whenever, wherever. Source: Nonprofit Social Networking Benchmark Report Social Media Fundraising 14
  • 15. And now for some channel-specific advice… Social Media Fundraising 15
  • 16. Facebook : It’s one big, friendly cocktail party. In 2012, nonprofits had an average of 8,000 fans. ® 98 2.1 66 Percent of respondents with a presence on Facebook® Average number of Facebook® Pages operated by respondents Percentage of respondents using Facebook® advertising for branding and awareness Source: Nonprofit Social Networking Benchmark Report Social Media Fundraising 16
  • 17. What a great place to create awareness for your cause and get your supporters to share stories with their networks. Talk about ripples in a pond. Social Media Fundraising 17
  • 18. 81% Twitter®: Where stories spread like wildfire. Nonprofit Twitter® communities grew by 81% in 2012. Source: Nonprofit Social Networking Benchmark Report Social Media Fundraising 18
  • 19. #PatientVoice #AffordableCareAct #MHealth #CancerSupport Use Twitter® to share your news and join industry discussions in real time. #hcsm anyone? Social Media Fundraising 19
  • 20. LinkedIn : The whitecollar water cooler. Only 44% of nonprofits have a presence ® on LinkedIn . ® Source: Nonprofit Social Networking Benchmark Report Social Media Fundraising 20
  • 21. Time to start networking. Build a company page, join industry groups and update your status with causerelated info. Social Media Fundraising 21
  • 22. Speaking of supporters, have you given them the tools to evangelize? Peer-to-peer fundraising lets them engage their networks. A bigger party! Social Media Fundraising 22
  • 23. Event fundraising, walkathons, cycling challenges, etc. — continues to grow. “Thon fundraising” programs rose by $280,000 (2.4%) in 2012. Average Online Gift 2011 Median $68.10 $59.67 $47.63 $53.05 CYCLING EVENTS ENDURANCE RUNS/WALKS RUN/WALKS WITH A REGISTRATION FEE RUN/WALK WITHOUT A REGISTRATION FEE up 2.47% up 5.69% up 4.03% up 2.28% Source: Peer-to-Peer Event Fundraising Consumer Survey Social Media Fundraising 23
  • 24. 6 Fundraisers who personalize their pages and use online tools raise 6X more funds than non-users. Make sure your supporters have the tools they need. Social Media Fundraising 24
  • 25. Measure it. How else will you know what worked or flopped? 80% 70% WHICH OF THE FOLLOWING METRICS DO YOU USE TO GAUGE THE SUCCESS OF YOUR SOCIAL NETWORKING COMMUNITIES? 60% 50% 40% 30% 20% 10% 0% SITE VISITORS REACH CUSTOMER FEEDBACK REGISTERED MEMBERS CONVERSIONS Source: Nonprofit Social Networking Benchmark Report Social Media Fundraising 25 USER GENERATED CONTENT FUNDRAISING REVENUE
  • 26. Metrics: also handy for sharing your successes. Let your supporters know how awesome you’re doing, using social media of course. Social Media Fundraising 26
  • 27. At the end of the day, it’s about a continuous dialogue with your supporters. Mobile and social media tools give you the means to talk and listen! Social Media Fundraising The Healthcare Marketer’s Guide to Social Media Fundraising 27
  • 28. Looking for more social media fundraising ideas? Check out our ebook blackbaud.com

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