Using Social Media for Fundraising - AFP International Presentation by Dave Tinker, CFRE

TN5: How to Harness Twitter and Other Social Media for Your Fundraising Tuesday, April 13, 2010 3:00PM - 4:15PM Dave Tinker, CFRE Director of Development ACHIEVA

What We’ll Go Over
What is Microblogging?
Why Should I Care?
Examples of How It Has Been Used For Fundraising
Exercise
Tools You Can Use

Definition
“ Microblogging is a form of blogging. A microblog differs from a traditional blog in that its content is typically much smaller, in both actual size and aggregate file size. A microblog entry could consist of nothing but a short sentence fragment, or an image or embedded video.”
Source-Wikipedia

Who Is Using Social Media?
5% of users account for 75% of activity
66% of all internet users in the world visit social networks
75% of Americans use social media
33% of adults online post to social media sites at least once a week
93% of social media users believe an organization should have a presence in social media
Sources Forrester, Wecando.biz, Sysomos

Microblogging Tools

Twitter Facts
23 million users
60 million people visit Twitter each month
More women than men on Twitter (53 to 47%)
More than half of posts are done using an application and not via the Twitter website
Created current real-time search
Watch trends as they happen
Sources Forrester, Wecando.biz, Sysomos

Users By Age

Users By Country Source - Sysomos Country June 2009 January 2010 USA 62.14 50.88 Brazil 2.00 8.79 UK 7.87 7.20 Canada 5.69 4.35 Germany 2.00 2.49 Indonesia Not recorded 2.41 Australia 2.80 2.39 Netherlands 1.28 1.32 India 0.87 1.27 Japan 0.71 1.22

Twitter Growth

Early Adopters
Tweet Ups
Twestivals
Prospect Research

TweetUps
Events where people get together to discuss a subject
All tweet about a specific cause to build awareness to their followers
Builds on-line activism and awareness using off-line tactics

Twestival
Started when Twitterers in the UK decided to meet in person in Fall of 2008
Social event tied in with fundraising for a homeless shelter
What if this happened in many cities?
10,000+ people in 202 cities met on 2/12/09
Raised $250,000 for charity:water

Prospect Research
Follow
Foundations
Donors
Prospects
Other Charities
Lists
See who is talking about you

Signing Up
Picking a Name
Use your agency name
Use a name that fits into your campaign
Make sure to complete the full bio
Full information
Key Terms
URL for your website
Twitter backgrounds are customizable

Haiti
Social Media accounted for millions of dollars in gifts from across the world
Provided immediate news outlet to explain how to give
Nonprofit scrutiny
Yele Haiti

Advocacy
Elections
Iran
Moldova
News
Call to Action
Change Avatar
Add a Ribbon

The Guidestar Impact

Hashtags - #
Allows for writer to indentify key terms in post
Allows for easier search
Creates groupings
Used in #Beatcancer campaign
Can be event specific

User Follows
@Aplusk
@RealHughJackman
@Drew
@BMarler

Exercise
Create a fundraising tweet for your organization in 140 characters or less

Tools to Help
Update multiple accounts at the same time
Tweetdeck
Seesmic
Monitor what people are saying about you
SocialOomph
Twendz
Google Alerts
No Staff? Use Outside Help

Strategy
Social Media Policy
Who will do the work
Privacy
Confidentiality
Make sure it fits into your plans
Marketing Plan
Development Plan
Overall Agency Strategic Plan

What We’ve Learned
Microblogging isn’t a fad
Users are across the globe
Think strategically
There are many tools
No one universal tool
It can enhance fundraising
It’s a marathon not a sprint

Remember To
Listen & Engage
I t’s a dialogue, not a monologue
85% of social media users believe that an organization should also interact with its customers
Be Active
Update Information Regularly
Measure

Questions?

Links
Alltop - http://social-media.alltop.com/
Beth Kanter - http://beth.typepad.com/
Change.org – http://www.change.org
Give A Tweet – http://www.giveatweet.com
GoogleAlerts – http://alerts.google.com
John Haydon – http://johnhaydon.com
Netwits Think Tank - http://is.gd/3j39N & http://is.gd/3j3g4
Razoo – http://www.razoo.com
Seesmic – http://www.seesmic.com
Social Media Policies – http://is.gd/4mxAk
SocialOomph – http://www.socialoomph.com
Tweetdeck – http://tweetdeck.com/beta/
Twitter 101 http://business.twitter.com/twitter101
Twendz – http://www.twendz.com

ACHIEVA Dave Tinker, CFRE 711 Bingham Street Pittsburgh, PA 15203 412-995-5000 x 436 [email_address] www.achieva.info .:. www.twitter.com/achieva

Using Social Media for Fundraising - AFP International Presentation by Dave Tinker, CFRE

by Dave Tinker, CFRE on Apr 15, 2010

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