Social Media and MPD--Orlando 2011

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Raise more money, communicate more personally using social media.

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Social Media and MPD--Orlando 2011

  1. 1. social media and fundraising raisecommunicate personally money
  2. 2. communication patterns have changed
  3. 3. communication patterns have changed
  4. 4. some tools don’t work as they used to
  5. 5. social media and fundraising raisecommunicate personally money
  6. 6. Personal
  7. 7. real people, not names on a list
  8. 8. • Efficient• Personal• Enjoyable• Empowered
  9. 9. •Abandoned facebook pages•2 year old blogs•hundreds of unverified emails• Same information shared in the same way on facebook, email, a blog, in a paper newsletter
  10. 10. we love to shout!
  11. 11. social media and fundraisingnottime tailoring
  12. 12. tailoring
  13. 13. social media and fundraising•Competition for attention•Scanning than reading•Preferences & channels•People raising money
  14. 14. • Impersonal• Anonymous• Infrequent• Annoying
  15. 15. social media and fundraisingTwo students trust Christ
  16. 16. social media and fundraisingSame amount of time
  17. 17. header November 2011 t wo s tu de n ts t rus t c h r i s t scannable Lorem ipsum dolor sit amet, et P1 nulla nisl nulla lacus itaque, picture T1 orci a dignissim varius ante curabitur vitae, vestibulum so- dales erat neque orci. Mauris tincidunt luctus, lorem est sed lacinia a ornare mattis, eum in, mauris augue, et aliquam nec phasellus nascetur. Erat sus- pendisse nisl venenatis, arcu libero. Morbi auctor ipsum nec, T2 bibendum magnis nonummy tempor odio sed, ac nunc pre- tium, imperdiet dis volutpat cras. Imperdiet at tortor. Ves- tibulum donec, morbi augue duis id, feugiat non, ac vel malesuada, neque vehicula. Ipsum sed ultrices, vitae nunc pr ay e r re que sts Lorem ipsum dolor sit amet, et T3 nulla nisl nulla lacus itaque, orci a dignissim varius ante curabitur vitae, vestibulum so- dales erat neque orci. Mauris tincidunt luctus, lorem est sed lacinia a ornare mattis, eum in, mauris augue, et aliquam nec phasellus nascetur. Erat sus- we had family pictures taken before winlink to blog t h ebar el afami ly.com/nove mber read more about Tyler and Susie: photographer captured any good sh Thank you for partnering with us in reaching students around the world for Christ! Your investment encourages us to continue to trust God to change the world!
  18. 18. social media and fundraising Email
  19. 19. brandedheader T3 T1uses a linkintegrates V1videoscannablepicture
  20. 20. social media and fundraising Website
  21. 21. headercan clickon linksto readmoreembeds V1video
  22. 22. social media and fundraisingFacebook
  23. 23. scannable P1 large image picture as lead “liked”invitation toread more comment won blog V1 a link to blog
  24. 24. social media and fundraising Mobile Devices
  25. 25. branded headereasy toread onsmall screen uses a link
  26. 26. social media and fundraising• Same amount of content but broken up among communication channels• More focus on tailoring and complementing other communications
  27. 27. God at work in my ministry
  28. 28. social media and fundraisingnottime tailoring
  29. 29. mastering email
  30. 30. social media and fundraisingEmail From a Personal Account
  31. 31. social media and fundraisingEmail From a Personal Account
  32. 32. social media and fundraisingEmail From a Personal Account
  33. 33. social media and fundraising Email From a Personal Account“Sorry for the late delay in getting back with you.  Work has been crazy with year-end stuff and your email keptgetting buried in the other 300+ emails!”
  34. 34. social media and fundraisingEmail Sent From A Personal Account• Cannot track who opens and clicks• Not mobile/tablet friendly• PDF attachment duplicates paper letter for some• Hard to keep list up to date• Can be perceived by donors as impersonal
  35. 35. social media and fundraising Email Service •Enhances •Personalizes •Analyzes
  36. 36. social media and fundraising
  37. 37. social media and fundraising Email Sent From A Service•Sends email on your behalf•Looks the same to your recipients•Sender can customize the design•Sender can track who opens & clicks•Many other features:See www.mailchimp.com/features
  38. 38. social media and fundraising Email Service •Enhances
  39. 39. social media and fundraising
  40. 40. social media and fundraisingtrack
  41. 41. social media and fundraising
  42. 42. social media and fundraisingEmail service allows youto measure interestbeyond financial gift
  43. 43. social media and fundraising Coaching New Staff/Interns• Do NOT substitute email for paper• Make email different with links and “real time”• “Save as a stamp” = “Lose Money Later”• Directmail can be postcards, thank- you’s, and gifts
  44. 44. social media and fundraising Coaching New Staff/InternsFacebook is NOT an email replacement!!!
  45. 45. social media and fundraisingSenior Staff Who Have Large Segment who do not receive email and direct mail• Start linking to blog more frequently• Segment group into givers, non-givers• Makes sure you have husband and wife’s email• Track how many people click on the link to your prayer letter
  46. 46. social media and fundraising• Make title & length mobile friendly• Change the title EVERY time• Alternate ministry & personal focus• Link to your blog often Must Do’s for email
  47. 47. social media and fundraising Beginner• Try Mailchimp with top 20 supporters• Try using email together with your website• Spend 2 extra minutes on your title
  48. 48. social media and fundraising Intermediate•Create one additional segment•Enhance design to visually match website•Regularly link to your website•Seek to increase open rate by 5% within three months
  49. 49. social media and fundraising Advanced•Add 2 segments (new, top 10)•Increase click rate by 10% within 3 months•Use data from email to tailor financial increases and special gifts
  50. 50. social media and fundraisingQuestions?
  51. 51. mastering facebook
  52. 52. the newsfeed! the website?
  53. 53. Facebook is a “feed”
  54. 54. social media and fundraising Website Facebook• Posts information •Groups information• Sorted by a person •Sorted by people• Spoke on a wheel •Hub of a wheel• Local grocery store •Walmart• “Surf the web” •“Scan the newsfeed”
  55. 55. social media and fundraising facebook page statistics
  56. 56. 1/500.002%
  57. 57. social media and fundraising• Every fan does not see every post• 90% of people never return to a facebook page once they “like” it.• The time in which an update is posted matters.• Likes & comments increase the chances fans will see the update
  58. 58. 250 Million
  59. 59. 90 Billion
  60. 60. social media and fundraisingnottime tailoring
  61. 61. social media and fundraisingIdeal Post on Facebook •Upload a photo •Comment with a link •Like the post
  62. 62. social media and fundraising Coaching New Staff/Interns• Avoid using Facebook for transactions• Email still best place online to communicate with donors 30 years old and over (SMS 2nd)• Do not create a Facebook page• Create a Facebook list of supporters, and communicate with them via profile
  63. 63. social media and fundraisingHow to create a Facebook list • facebook.com/bookmarks/lists • Create List • Name the list • Add friends
  64. 64. social media and fundraising Use a Facebook list to“listen” to your supporters
  65. 65. social media and fundraising
  66. 66. social media and fundraising• Post more about you and your family than your ministry (2-1)• Remember that most people are scanning Facebook, not reading it. Must Do’s for Facebook
  67. 67. social media and fundraising Beginner• Add every person in database as a friend• Take screenshots of students/people to use in prayer letter, email, website.• Like and comment on donor’s updates 5x a month
  68. 68. social media and fundraising Intermediate• Set up a list• Use list to send updates and like/ comment on updates• Seek to use a photo in EVERY update
  69. 69. social media and fundraising Advanced• Like and comment on your supporters updates 10x a month.• Create additional lists for potential, new, and top supporters.• Use updates to complement financial asks, prayer letter, email, and website
  70. 70. mastering websites
  71. 71. social media and fundraising Your Online Home
  72. 72. social media and fundraising•Control of how it looks•Ownership of the content•Opportunities for interaction•Detailed statistics
  73. 73. social media and fundraising
  74. 74. social media and fundraising
  75. 75. social media and fundraising
  76. 76. social media and fundraisingIdeal Blog Post • One large picture • 2-4 sentences
  77. 77. social media and fundraising
  78. 78. social media and fundraising Coaching New Staff/Interns• Hold them accountable to updating their website 1x a week first and foremost.• Caution them against producing videos unless they are under 1 minute and captured with a smartphone or webcam.• Wordpress.com if they are creating a website. “2011” theme--default
  79. 79. social media and fundraising Beginner•Start a free blog on wordpress.com•Post 2x a month•Switch/start using “2011” theme
  80. 80. social media and fundraising Intermediate•Redesign/Simplify header image•Embed Videos on website•Post 1x a week
  81. 81. social media and fundraising Advanced•Use data from mailchimp and facebook list to guide your updates.•Seek to have 2/3 of website content in images, 1/3 in text.
  82. 82. youtube & linkedInCharlie bit Add you to mymy finger! professional network, I’d like to...
  83. 83. social media and fundraising•Keep it short--1 Minute• Use Your Smartphone or web-cam• Experiment with unlisted videos•Embed on your website
  84. 84. social media and fundraising“Unlisted YouTube Videos”• Only people who know the link can view it• Will not appear in search results• Do not need a YouTube account to view
  85. 85. social media and fundraising“Unlisted YouTube Videos”• Create personalized videos with ease• Can use their name and title in video• Can use email, text, facebook to share
  86. 86. social media and fundraising Beginner• Shoot a 1 minute video update with smartphone & upload to YouTube.• Link to a video in an email communication.• Learn how to embed a video on their website
  87. 87. social media and fundraising Intermediate• Record an interview someone from ministry or on location• Embed a video 1x a month as a website update
  88. 88. social media and fundraising Advanced• Experiment with personalized videos: as a thank you for a large gift, to introduce yourself to a potential supporter, as a follow up after an appointment.
  89. 89. social media and fundraising• Get to know potential supporters before appointment• Only add as a connection after you have met• Great for getting to know professional side
  90. 90. social media and fundraising Communicating with Young Donors• Explore many channels to find their preference.• Takes much longer to “close”• Micro-donations as path to larger gifts down the road.• First gift much more important than size of gift
  91. 91. social media and fundraising Signs of Ineffective Social Media• Anonymous requests for financial support through facebook or twitter updates.• Repetitive asks for support through facebook and twitter.• Spending more time on Facebook or Twitter than email
  92. 92. social media and fundraising Effective Use of Time on Social Media• Enhancing design/content of email• Updating blog (1 large image + 2-4 sentences)• Segmenting and tailoring communications
  93. 93. social media and fundraising raisecommunicate personally money
  94. 94. • Efficient• Personal• Enjoyable• Empowered

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