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Is three a crowd?

by Convio on Feb 08, 2011

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The next generation of social media for social good has arrived. Learn the pros and cons of the sites and where they should be prioritized in your nonprofit’s integrated marketing strategy.

The next generation of social media for social good has arrived. Learn the pros and cons of the sites and where they should be prioritized in your nonprofit’s integrated marketing strategy.

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Today’s speakers and hashtags to follow along on Twitter
Have you seen the social media landscape recently? It’s kinda crazy. And it’s only becoming more populated
Interaction & intimacy: making donations is often mailing in a check or typing your credit card number into a web form. It’s dry. There’s no person behind it all too often. The social sites like these give you peer recognition, a community, in essence some human touchMarketing: several execs from the sites will tell you, money isn’t their primary goal, it’s marketing. They see themselves as a way to build buzz and create interest. We can all use that (http://www.nytimes.com/2010/12/20/business/20charity.html?_r=1&scp=1&sq=jumo&st=cse)This is a very good sign for the non-profit world. Why? Well, because the non-profit sector is built on human connectedness, relationships, passion and the desire to create positive change in the world. All this innovation birthed a new type of website – one that’s not driven by a specific non-profit, but is focused on individual people and their online networks.These new websites enable people to support the causes they’re passionate about and connect with like minded individuals – inspiring further interaction, engagement and support. Social media for social good is grassroots organizing, fundraising and impact in the digital world.Article: http://www.netwitsthinktank.com/online-fundraising/9-social-media-for-social-good-sites-you-should-know-about.htm
Disconnect: while donors may feel more connected to a community of donors, they aren’t necessarily connecting to the organization. It’s similar to the old United Way model that passed donor dollars through one organization, and subtracted overhead, to the eventual beneficiary organization. (http://www.nytimes.com/2010/12/20/business/20charity.html?_r=1&scp=1&sq=jumo&st=cse)Gaps in Cultivation: often donors give or “like” a cause quickly, as one Stanford student, Justin suggested, "It's like going straight to bed with someone without having coffee first." No flirting! It's a one-night stand. http://beth.typepad.com/beths_blog/2008/01/is-fb-causes-in.htmlFees: virtually all of these sites take 4.75% of the donations in fees to help cover their overhead. Some also request “tips” to help cover their costs which often come out of the donation total (though they can be added in on top if the donor specifies)
these sites should create a bridge between donors and organizations. And good news – some of them do!
There are many tools. We’ll talk about three: Jumo, Crowdrise and Causes. But there’s also JustGive.org, Network4Good, HelpAttack and more.
Started in 2010 by Chris Hughes, co-founder of Facebook and director of online organizing for Barack Obama’s 2008 Presidential campaign.Jumo received a warm welcome and a lot of exposure because Chris Hughes was also the co-founder of Facebook and director of online organizing for Barack Obama’s 2008 Presidential campaign.InJumo’s words they are “a social network connecting individuals and organizations who want to change the world.” Aim is to connect people and NonprofitsThe key benefit isit’s ability to surface news and information about the causes and charities you support in a central location. An added bonus is that Facebook and Jumo are synced. You can see who else has joined Jumo from your Facebook social network and get an idea of what causes they’re interested in by checking out their Jumo profile.Article: http://www.netwitsthinktank.com/online-fundraising/9-social-media-for-social-good-sites-you-should-know-about.htmChallenges and Opportunities:It’s certainly getting a lot of buzz in various tech circles. Does a great job of integrating lots of different online arenas (Facebook, Twitter, your website, news feeds, etc) in a way that no other website seems to be doing right now.Integrates seamlessly with your Facebook log in and shows up in Facebook searches (better integration that Facebook causes)Many accounts are created automatically, which takes little to no staff time for the organizationChallenges include: only having one administrator at the moment. We had one staff person claim it but would like to have more have access..right now that’s not possible.Third party sites like this can be less appealing to constituents who are already feeling burdened by all the online demands on their time.
Makes donating cool, social, engaging for younger generations, competitive (reminds me of 4square badges and mayorships)Crowdrise says they are about “raising money for charity and having the most fun in the world while doing it.”Mix of crowdsourcing, social networking, incentivesSteps to getting set up: set up a profilestart a fundraiserask for donationsThe big differentiator for Crowdrise is the built in community that encourages people to raise money and awareness while earning points. These points lead to winning prizes and all you have to do is check the Points Leaderboard to see how you’re doing.Crowdrise deducts 5% on donations made through our site and a $1 transaction fee for donations under $25 or a $2.50 transaction fee for donations $25 and over. Article: http://www.netwitsthinktank.com/online-fundraising/9-social-media-for-social-good-sites-you-should-know-about.htm
Information re: their use of Jumo/Crowdrise and the challenges they foundPP is talking with Jumo re: testing new featuresNo fundraising as of yet but people “liking” PP via JumoContent control issues, challenges showing complex structure and info5700+ followers on JumoUnder what circumstances would you run a Jumo campaign?Nakia: there is potential with Crowdrise but they have not seen funding via Crowdrise yet due to celebrity endorser being spread thin
Causes was the very first application built to work with Facebook in 2008 and now they’ve seen 30 Million dollars raised for 27,000 non-profits. Their belief is that “The most successful movements have always been born out of and held together by the bonds of real world relationships, and online social networks present never before seen opportunities for organizing.” By tying in with Facebook from the start they’ve harnessed the relational power of the most prolific social network built to date.One of the key’s to the success of Causes is their Create a Cause Wish for Charity concept. Essentially you can set up a page that allows you to fundraise by asking people to donate money in support of the cause you care about instead of buying you a gift. Steps: Download cause app on facebookCause administrators can post announcements to the cause and communicate with members through email and Facebook notificationsMembers can discuss the issues, share their experiences, post media, and sign petitions.Article: http://www.netwitsthinktank.com/online-fundraising/9-social-media-for-social-good-sites-you-should-know-about.htm
To speak about upcoming Causes campaignCurrently driving people to fan their FB page, reaching out to those supporting currently via CausesHistory of their cause (3 years-ish), didn’t have direct solicitation for first year or so; holiday giving went well but since dropped offSince Causes has changed recently, still interest in engaging people thereFuture plans to make FB page more robustFB Wish: enable full cause functionality to be embedded into FB org page, as a tab or application
Does this make sense for my organization? Do we have the resources? Have we already done the basics and are we ready to expand to this new platform?Can I leverage existing content? Or do I have to start fresh? How is the content updated and how often is recommended?Can I access the individual fundraisers and donors for further cultivation?
Project on Government Oversight sketch
Nakia to provide insights – harness conversations and sense of community to create actions, often legislative such as click to call, tracking available
Focus on your goalAnalyze metricsSurvey constituentsDevelop content & repurpose others
Get a range of staff involvedLaunch a social media policy Show successesProvide trainingDaniel to provide insights – buy-in by showing results such as impressions and engagement metrics, great results at annual agency conference via Twitter impressions
Sites that will provide donor information v. sites that will not.CausesNonprofits can view their donors' names, physical addresses, cause donated to, donation amount, and time/date of donation in a downloadable .csv file. Records are updated immediately in the Partner Center so nonprofits have up-to-the-minute records of donations coming in through Causes. We also have a "Thank-you Note" feature that allows a nonprofit to set an automatic thank you note that gets sent to every donor's email, right when they make a donation. The nonprofit can also write mass communications to all their donors (or just donors in a specific time period) or write donors individually on their Causes Profile. The csv. file does not give you email information on your donors, only their name and mailing address (unless they have opted-out of sharing that information). Though you cannot download their email addresses through Causes, when you send a bulletin it will be delivered to the email addresses of all the members of your causes.HelpAttackDonations go through Network for GoodNonprofits are given access to donor reports in CSV format which they can download whenever they wish. Causes have access to donors' names, email addresses, Twitter or Facebook demographics, and pledge and donation history on HelpAttack! It does, in fact, include physical addresses, but not phone numbers.Also, donors may choose to remain private and anonymous - this is controlled in the user's settings. About 90% of our users share their information with nonprofits.JumoDonations to US nonprofits are processed by our nonprofit partner Network for Good. To access donor information, you can login to Network for Good's donation tracking report here. You will need to establish a login using your charity's nine-digit EIN number. Once you are registered, you will have access to a real-time online report detailing information about your donors who have chosen to share their contact information. Network for Good encourages you to reach out to them directly and provide information about how their donation is being used to support your mission. CrowdriseSTEP 4: CHARITIES GET THEIR MONEY Donors will make donations to the Charities of their choice by using the Network for Good secure credit card processing service. Every 30 days, Charities will receive their payments less the Transaction Fee. Payments will be sent to the Charities on or about the 15th day of the month for donations made in the prior calendar month.

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Is three a crowd? — Presentation Transcript

Is Three a Crowd?
@JenDarra
@FoodBank4NYC
@PPact
@Convio
@Cheryl_lynn425
#SMWConvio
Connect on Twitter
Social Media Landscape
I think many of these new sites are trying to make online giving, which is rather transactional in nature, an experience of greater intimacy, and that’s valuable.
Katya Andresen Network for GoodNew York Times12/19/10
Interaction & intimacy
Marketing
Funding
Pros
Disconnect
Gaps in Cultivation
Fees & Tips
Cons
Jumo
Crowdrise
Causes
The Line Up
Est. 2010
Founder: Chris Hughes
Connects people and nonprofits
Central location for nonprofit news
Synced with Facebook
Mr. Hughes said Jumo would not be primarily about soliciting donations. Instead, he said, the site would first try to deepen ties between its users and their favorite causes.
New York Times11/30/10
Est. 2010
Founder: Edward Norton
Speaks to younger generations
Crowdsourcing + social networking + incentives
“If Facebook is the platform where people assert ‘This is who I am as defined by who my friends are’ and Twitter is where people say ‘This is who I am as defined by what I’m doing right now’… Crowdrise is where people proclaim ‘This is who I am as defined by what I’m doing to make the world a better place,’ ” said Jeffrey Wolfe, co-founder of Crowdrise.
Mashable.com1/27/11
@PPact
Est. 2008
Facebook Platform
Raised $30M+
Create a Causes Wish for Charity
Danielle Brigida said, "Facebook Causes are a pretty picture of something you support." Carie Lewis added, "It's all about the cool factor. It's about taking pride in something and everything being about me! me! me!"
Beth Kanter’s Blog1/9/08
@FoodBank4NYC
Does this make sense for my organization?
Can I leverage existing content?
Can I access the individual fundraisers and donors for further cultivation?
Considerations
Incorporate into Your Plan
6 things if you haven’t thought of, you should consider now!
“The Checklist”
1. Define Success
Q: How do you know what’s successful if you don’t know what success looks like?
A: You don’t
Solution: Take objectives and create goals
Be SMART
Specific
Measurable
Attainable
Realistic
Timely
“Raise $1000 on Facebook by December 2011”
“Reach 750 followers on Twitter by June 2011”
2. Create & Prioritize Content
News
Colleagues
Social Media
You
Programs
Friends
Research
3. Get Internal Buy-In
- Get in front of your management teams
- Show, don’t tell
- Help them start their own accounts
4. Integrate
5. Know Metrics before Campaign
WHEN
HOW MANY
WHAT
6. “Calendarizing” Content
Central “social” calendar to plan content like:
Events
Email messages
Campaigns
Newsworthy updates
Calls to action
Volunteer opportunities
Feedback opportunities to supporters
Sync with overall communications plan!
Causes
http://nonprofits.causes.com
Network for Good
http://www.networkforgoodcheck.org
Accessing Your Donors
Get Smart About Social Media
Convio.com/SocialMedia