JDS Academy: Social Fundraising

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Nick Allen from See3 Communications presents about the fundamentals and benefits of social fundraising.

Nick Allen from See3 Communications presents about the fundamentals and benefits of social fundraising.

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Transcript

  • 1. Social Fundraising presented by Lisa Colton and Nick Allen February 18, 2014
  • 2. About Lisa and Nick Lisa Colton, Chief Learning Officer, See3 Communications and President, Darim Online. Academy Tour Guide! Nick Allen, Partner at See3 Communications • Founder of Donordigital, leading online fundraising and marketing agency • Clients include U.S. Fund for UNICEF, Habitat for Humanity, AJWS, Amnesty International • Based in Northern California. Last week got 19 inches of rain in 5 days
  • 3. What is “Social Fundraising”? • Giving your supporters the online tools they need to fundraise and engage their community on your behalf • Your core supporters kick it off, then recruit champions—parents, alumni, teachers and others—to set up their own pages and encourage their networks to give. • AVI CHAI Foundation will match unique donations $1:$1 up to $500 (max $10,000)!!
  • 4. Requirements for the Project • Try something new—a new tool, a new group to raise money from, a new approach that asks people to raise money on your behalf (usually for a specific project) • Use social media, such as sending suggested messages that your fundraisers or champions can share • Submit a proposal that your coach will review and Darim/See3/Foundation will approve
  • 5. Your goals • Raise $$$$$ (hit or exceed target) … AND… • Flex new muscles, try new things • Grow your social networks for the long term
  • 6. More goals • • • • Engage the school community Engage new donors, esp. young alumni Identify “ambassadors” and “champions” Create culture of philanthropy in your school and community
  • 7. How they did it: Robert M. Beren Academy (Houston) 1. Strategically craft a campaign – project would benefit entire PreK-12, broad appeal, “Music and Movement Challenge.” Got admin buyin. 2. Create campaign on crowdrise.com 3. Tell the world – messages to entire school community, champions for the campaign
  • 8. 4. Train the champions – in a Powerpoint presentation, we told the campaign champs how to create their own personalized crowdrise.com pages 5. Incentivize the champions – Amazon.com gift cards to champions who raised the most money, and secured the largest number of individual donations 6. Watch the money roll in – within hours, our champions were talking up the campaign and bringing in gifts. Thanks: Samantha Steinberg and Rachie Jacobson Gold, RMBA’s Directors of Marketing/Admission and Development
  • 9. Kickstarter “First Class Hoodie”
  • 10. Likely donors (and champions!) • • • • • • • Parents Grandparents Alumni Alumni parents Local philanthropists (double match?) Existing donors to the school Students (show your commitment)
  • 11. What makes people donate/fundraise? 1. A friend or family member asks 2. A friend or family member asks 3. A friend or family member asks
  • 12. 4. To support a friend, family member, colleague 5. To support a school/project 6. To support the Jewish future 7. To feel good 8. To look good in front of others 9. To….???
  • 13. Making an effective crowd-funding page 1. 2. 3. 4. 5. Set ambitious but realistic goal Set deadline (4-6 weeks away) Make the case for giving (tell a story) Show a short video (30-60 seconds) Provide “gift handles” - $18 will buy X, $180 will buy Y, $1,800 will buy Z 6. Show progress (We’ve raised 2/3 of goal!!)
  • 14. Invite people to participate • Ask for donations, specify amounts • Start at $5, $10 to make it easy for everyone (but how high to go?) • Encourage additional participation from donors – share on FB, email, ask your parents or grandparents or friends • Identify the “influencers” and encourage them to spread the word to their networks (after they have made their own personal commitment!)
  • 15. How to invite • • • • • • School Web site Email (school and personal) Facebook (school and personal) Twitter YouTube, Pinterest, Instagram (if…) Community Web sites (JCC, Jewish weekly, synagogue, etc.)
  • 16. Keep them in the loop • Post updates on campaign site, your Web site, social media, and by email • Convey urgency by showing your fabulous progress: “Just $1,500 left to go. Help put us over the top!” • Remind supporters that they are a key part of large group that’s achieving the goal together
  • 17. Show your • Thank your supporters across channels, publicly! • Praise your supporters • Broadcast your appreciation for your supporters
  • 18. • Read what people write on fundraising page • Read Facebook, Twitter • Ask your supporters via email, Facebook, Twitter “how can we make the campaign even better” Listen
  • 19. Facebook strategy (+Big Duck) • Share videos, photos, quotes, testimonials, celebrities • Work the people already connected to you – school community, Facebook friends, Twitter followers, etc. -- they’re your advocates • “Join the conversation” is a common tagline used in social media, which implies that using social media is as much about receiving from your audience as it is about reaching out to them. • Pay attention to the feedback or the lack thereof; you’ll learn if the ways you’re amplifying your message resonates with your audience. Then you can adjust your posts as necessary.
  • 20. Getting “shares” • • • • Ask for Shares Cute, clever, intriguing photos/captions Share by DEADLINE and help us …. Show value – Share this and help us raise $18
  • 21. Getting shares
  • 22. Finding the “influencers”
  • 23. Your influencers could be: • • • • Best loved teachers, administrators, alums Friends or family very active on social media Journalists, esp. online (Jewish weekly) Celebrities
  • 24. Twitter 115th most followed (7.7m)
  • 25. Twitter #1 Katy Perry (50m)
  • 26. 5 keys to success 1. Come up with great campaign 2. Build compelling fundraising page – project, gifts, deadline, video, fun 3. Promote it across your best channels – Web, email, Facebook, Twitter, Instagram, etc . 4. Ask people to fundraising for you 5. Report back, remind people of deadline and how they can help
  • 27. Keep learning… • • • • • Darim Online Big Duck Razoo.com Crowdrise.com www.dayschoolacademy.org
  • 28. Thank you!