“Oops, you raised awareness, but...”
My Charity Connects: June 6, 2011
Mobilization
Inspire Action
Volunteer
Stewardship
Awareness
This is a discussion …
… all about cash.
Social Media & Fundraising Myths ...
Hang on…
Social Media & Fundraising Reality ...
70% of charities raising over $100k have
budgets of $5 million or more.
Only 0.4% o...
Does this feel accurate?
The majority of nonprofits are
raising $0 - $1000 on Facebook.
80% raised $0 from YouTube, Linked...
Putting It In Perspective ….
0
50
100
All Fundraising
Online
7-10%
Yikes!
If there was a silver bullet ...
If there was a silver bullet ...
Growing potential in this space…
72% of Canadian donors
(63% of Americans)
…. made a donation online in 2010
Industry is getting there …
The majority have
already
accomplished a major
goal using social media.
Supporter behaviour
as a result of social media
39%
• Took an action
15%
• Made a donation
Sending out some positive vibes ...
Online activists are seven
times more likely to
donate, compared with
supporters who d...
“Can I replicate it?”
Understanding Two Types of Projects
External Internal
External: Third Party Fundraisers
Groups Individuals
Third Party Fundraisers
External: Corporate Sponsors & Influencers
Corporations Celebrities
Celebrity Influence
Corporate Sponsor Challenges
Corporate Sponsor Challenges
“Five Facebook Giving Campaign Success Stories”
Four of the five success stories
were corporate sponsored!
Internal: Offline Fundraising Events
Participants using social media in
fundraising events raise more money on
average than participants that do not.
40%
more
Internal: Multi-Channel Campaigns
Your Multi-Channel Campaigns
Internal: Your Day To Day Marketing
Your Day To Day Marketing
Your Day To Day Marketing
Different ways to bring cash in
 Individual donations directly through your web site
 Lump sum at intervals through a 3r...
Ranked in order of digital happiness…
 Individual donations directly through your web site.
 Deposits from third-party s...
Your Best Practices For
Social Media Fundraising
Thumbs up
to raising
cash!
Strategy First, Tools Second
Drive to your web properties
All your action items live here.
Always think “conversion”
Conversion Rate
54 converted
60%
30%
3%
Your visitors
10,000
Little changes, big wins
65%
35%
5%
Your visitors
10,000
Conversion Rate
114 converted
Why is this important?
Donation patterns
year over year
Assessment : Your Benchmarks
Who the heck is in charge?
Any mention of fundraising
as a mandate?
Raising money is difficult when …
You don’t ask for it.
Raising money is difficult when …
You don’t ask for it.
Silo-ed?
Do you know how to evaluate your
“communications coordinator”?
Your Staff Members
Knowing your top 5 competitors
Especially UK
organizations
(organisations!)
“Every donation made online saves The
Terry Fox Foundation 80 cents in
administrative costs – helping to keep 87
cents of ...
Your Editorial Calendar
Sticking with it…
Over time,
Over events,
Over campaigns.
Campaign vs. Organization …
You can avoid
half finished
projects
You can avoid
shiny
distractions
What can you do with an
editorial dashboard?
• Collect quantitative information
Mentions, Views, “likes”
• Create a lead g...
Project-Based Blogging
Your SEO & Ad Spend
Where are the trends going?
11% of all North American
online advertising is through
… of 2011’s total ad spend
will focus ...
Your realistic assessment again
Thoughtful Keywords
Which actions happen
from traffic referred by
social advertising?
Leverage Your Supporters
Leverage Your Supporters
+
Experts networking for you
80 / 20 rule of fundraising
Create digital toolkits
What are you
telling them?
Give supporters tools to raise money.
Not everything has to be about
spreading your message.
Canadians are special…
Online video in your YouTube channel
beyond your 30 & 60 spots
Your toolkit beyond events
You can be nimble, even if you
aren’t an international NGO.
Are you ready to move
on every opportunity?
Social media publishing
Social media publishing
Digital Means You Can
Punch Above Your Weight
Leverage your sponsors
Leverage partnerships
Your Data Integration
You’re thinking about the future
Integrated social media tools
Integrated social media tools
Your Mobile Awareness
Smartphones sales now surpass
computer sales globally.
HUGE!
Are you ready?
0%
1%
2%
3%
4%
48 hrs
After 72hrs
Percentage of Donations After Japan Earthquake
Made By Mobile Web (Donors...
The hidden mobile channel?
Your supporters are
reading your appeals on
their mobile devices.
They’ve been doing it
for a w...
Your points of contact…
250 million users access
Facebook through a
mobile device
Mobile users of Facebook
are 2x more act...
We’re all testing.
The Power of Email
Email > Social Media
Where are your email addresses?
How many do you have?
You might mess up
But we all mess up
Feel like you’re playing catch-up?
www.osocio.org www.sofii.org www.nten.org
www.socialbrite.org www.care2.com
Download & Share
Grab this presentation!
www.slideshare.net/clairekerr
Oops! You raised awareness without raising money!
Oops! You raised awareness without raising money!
Oops! You raised awareness without raising money!
Oops! You raised awareness without raising money!
Oops! You raised awareness without raising money!
Oops! You raised awareness without raising money!
Oops! You raised awareness without raising money!
Oops! You raised awareness without raising money!
Oops! You raised awareness without raising money!
Oops! You raised awareness without raising money!
Oops! You raised awareness without raising money!
Oops! You raised awareness without raising money!
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Oops! You raised awareness without raising money!

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Presentation for MyCharityConnects June 6, 2011 - Part of Net Change Week.

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  • Crowdvoice.org
  • Sweater App in Facebook – Campaign Tab on WWF Canada’s official page
  • MyImpact.org Community for volunteerism
  • Bulletproof – Amnesty International
  • WagJag.com
  • LiveBelowTheLine.co.uk
  • http://www.netwitsthinktank.com/friends-asking-friends/using-social-media-increases-fundraising-by-40-percent.htm
  • SmileTrain
  • Portal sites to allow individuals to fundraise for a cause: Crowdrise / Kickstarter / Razoo / CanadaHelps Giving Pages / JustGiving / FirstGiving / Start Something Good / Network for Good
  • Smile Train – Donate your Status (Community)
  • Smile Train – Donate your Status (Community)
  • http://stjudefriends.org/socialmedia/
  • Storify.com
  • Storify.com
  • Spent – Urban Ministries of Durham in partnership with McKinney
  • Consider data integration from all sources before starting a campaign.Will supporters acquired from the web eventually be contacted through direct mail?
  • Consider data integration from all sources before starting a campaign.Will supporters acquired from the web eventually be contacted through direct mail?Offline rewards will always matter to online participants.
  • 94% of North Americans would make a mobile payment if they knew it was secure.- Mobio Identity Systems, March 2011
  • The average charity already has 1000 email addresses for every 110 Facebook fans… A goldmine of potential for your development department if you’ve been maintaining clean and well-organized lists
  • Adopt A Word.com – ICAN – helps children communicate
  • Transcript of "Oops! You raised awareness without raising money!"

    1. 1. “Oops, you raised awareness, but...” My Charity Connects: June 6, 2011
    2. 2. Mobilization
    3. 3. Inspire Action
    4. 4. Volunteer Stewardship
    5. 5. Awareness
    6. 6. This is a discussion … … all about cash.
    7. 7. Social Media & Fundraising Myths ... Hang on…
    8. 8. Social Media & Fundraising Reality ... 70% of charities raising over $100k have budgets of $5 million or more. Only 0.4% of organizations raised over $100k through Facebook.
    9. 9. Does this feel accurate? The majority of nonprofits are raising $0 - $1000 on Facebook. 80% raised $0 from YouTube, LinkedIn, Flickr.
    10. 10. Putting It In Perspective …. 0 50 100 All Fundraising Online 7-10% Yikes!
    11. 11. If there was a silver bullet ...
    12. 12. If there was a silver bullet ...
    13. 13. Growing potential in this space… 72% of Canadian donors (63% of Americans) …. made a donation online in 2010
    14. 14. Industry is getting there … The majority have already accomplished a major goal using social media.
    15. 15. Supporter behaviour as a result of social media 39% • Took an action 15% • Made a donation
    16. 16. Sending out some positive vibes ... Online activists are seven times more likely to donate, compared with supporters who did not previously take an online action for a cause.
    17. 17. “Can I replicate it?”
    18. 18. Understanding Two Types of Projects External Internal
    19. 19. External: Third Party Fundraisers Groups Individuals
    20. 20. Third Party Fundraisers
    21. 21. External: Corporate Sponsors & Influencers Corporations Celebrities
    22. 22. Celebrity Influence
    23. 23. Corporate Sponsor Challenges
    24. 24. Corporate Sponsor Challenges
    25. 25. “Five Facebook Giving Campaign Success Stories” Four of the five success stories were corporate sponsored!
    26. 26. Internal: Offline Fundraising Events
    27. 27. Participants using social media in fundraising events raise more money on average than participants that do not. 40% more
    28. 28. Internal: Multi-Channel Campaigns
    29. 29. Your Multi-Channel Campaigns
    30. 30. Internal: Your Day To Day Marketing
    31. 31. Your Day To Day Marketing
    32. 32. Your Day To Day Marketing
    33. 33. Different ways to bring cash in  Individual donations directly through your web site  Lump sum at intervals through a 3rd party web site  Gifts through 3rd party application (mobio/twitpay)  SMS text-to-give (cell carriers) deposit  Group/event fundraiser proceeds  Corporate sponsor gift match donation
    34. 34. Ranked in order of digital happiness…  Individual donations directly through your web site.  Deposits from third-party sites.  Corporate sponsor gift matches .  Third party proceeds.
    35. 35. Your Best Practices For Social Media Fundraising Thumbs up to raising cash!
    36. 36. Strategy First, Tools Second
    37. 37. Drive to your web properties All your action items live here.
    38. 38. Always think “conversion” Conversion Rate 54 converted 60% 30% 3% Your visitors 10,000
    39. 39. Little changes, big wins 65% 35% 5% Your visitors 10,000 Conversion Rate 114 converted
    40. 40. Why is this important? Donation patterns year over year
    41. 41. Assessment : Your Benchmarks
    42. 42. Who the heck is in charge? Any mention of fundraising as a mandate?
    43. 43. Raising money is difficult when … You don’t ask for it.
    44. 44. Raising money is difficult when … You don’t ask for it.
    45. 45. Silo-ed? Do you know how to evaluate your “communications coordinator”?
    46. 46. Your Staff Members
    47. 47. Knowing your top 5 competitors
    48. 48. Especially UK organizations (organisations!)
    49. 49. “Every donation made online saves The Terry Fox Foundation 80 cents in administrative costs – helping to keep 87 cents of every dollar raised going to cancer research.” “Please use this pledge sheet to complement your online efforts.” Talking to donors.
    50. 50. Your Editorial Calendar Sticking with it… Over time, Over events, Over campaigns. Campaign vs. Organization …
    51. 51. You can avoid half finished projects
    52. 52. You can avoid shiny distractions
    53. 53. What can you do with an editorial dashboard? • Collect quantitative information Mentions, Views, “likes” • Create a lead generation funnel • Segment & target your audience Steal principles from our pals in direct marketing
    54. 54. Project-Based Blogging
    55. 55. Your SEO & Ad Spend
    56. 56. Where are the trends going? 11% of all North American online advertising is through … of 2011’s total ad spend will focus on social networking sites! 10.8%
    57. 57. Your realistic assessment again Thoughtful Keywords Which actions happen from traffic referred by social advertising?
    58. 58. Leverage Your Supporters
    59. 59. Leverage Your Supporters +
    60. 60. Experts networking for you 80 / 20 rule of fundraising
    61. 61. Create digital toolkits
    62. 62. What are you telling them?
    63. 63. Give supporters tools to raise money. Not everything has to be about spreading your message.
    64. 64. Canadians are special…
    65. 65. Online video in your YouTube channel beyond your 30 & 60 spots
    66. 66. Your toolkit beyond events You can be nimble, even if you aren’t an international NGO.
    67. 67. Are you ready to move on every opportunity?
    68. 68. Social media publishing
    69. 69. Social media publishing
    70. 70. Digital Means You Can Punch Above Your Weight
    71. 71. Leverage your sponsors
    72. 72. Leverage partnerships
    73. 73. Your Data Integration
    74. 74. You’re thinking about the future
    75. 75. Integrated social media tools
    76. 76. Integrated social media tools
    77. 77. Your Mobile Awareness Smartphones sales now surpass computer sales globally. HUGE!
    78. 78. Are you ready? 0% 1% 2% 3% 4% 48 hrs After 72hrs Percentage of Donations After Japan Earthquake Made By Mobile Web (Donors on mobile devices)
    79. 79. The hidden mobile channel? Your supporters are reading your appeals on their mobile devices. They’ve been doing it for a while now…
    80. 80. Your points of contact… 250 million users access Facebook through a mobile device Mobile users of Facebook are 2x more active
    81. 81. We’re all testing.
    82. 82. The Power of Email
    83. 83. Email > Social Media Where are your email addresses? How many do you have?
    84. 84. You might mess up But we all mess up
    85. 85. Feel like you’re playing catch-up? www.osocio.org www.sofii.org www.nten.org www.socialbrite.org www.care2.com
    86. 86. Download & Share Grab this presentation! www.slideshare.net/clairekerr

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