Email
Like
Liked ×
Save
Private Content
Embed
Loading embed code…
We have emailed the verification/download link to "".
Login to your email and click the link to download the file directly.

To request the link at a different email address, update it here. Close
Validation messages. Success message. Fail message.

Check your bulk/spam folders if you can't find our mail.
Loading

+ Follow

How Connected is your Cause? - Fundraising through Fans, Followers & Friends.

by Dell Social Media on May 18, 2012

1,802 views

Carly Tatum, International Social Media Manager at Dell, shares how family foundations can use social media to raise awareness and money for their cause. Presented on May 17, 2012, at the ...

Carly Tatum, International Social Media Manager at Dell, shares how family foundations can use social media to raise awareness and money for their cause. Presented on May 17, 2012, at the Neuroblastoma and Medulloblastoma Translational Research Consortium at Dell Children’s Hospital in Austin, Texas.

Accessibility

View text version

Upload Details

Uploaded via SlideShare as Microsoft PowerPoint

Usage Rights

File a copyright complaint

5 Embeds 145

http://storify.com	115
http://staging.slideshare.com	23
http://www.linkedin.com	4
http://us-w1.rockmelt.com	2
https://si0.twimg.com	1

Statistics

Likes: 1
Downloads: 24
Comments: 0
Embed Views: 145
Views on SlideShare: 1,657
Total Views: 1,802

Channels for giving were simple- mostly in-person and events driven…Photo link: http://www.flickr.com/photos/minnesota_social_marketing/5950571178/sizes/l/in/photostream/
Many channels, not so simple…but lots of opportunityOver 1.5 million nonprofits in the US so it’s important to stand out from the noise 30,000 runners in the Flora London Marathon raised $7.3 million through the online fundraising platform Justgiving. On a smaller scale, the Trail of Tails Pet Walk and Festival raised $41,000 for theJacksonville, Fla., Humane Society using social media tools. And New York dancer Amanda Gravel raised $988 using the widget ChipIn for the campaign against breast cancer.Credit: Blackbaud.com/fafhttp://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends-infographic.htm
NTEN, Common Knowledge and Blackbaudare pleased to present the fourth annual 2012Nonprofit Social Networking BenchmarkReport. The report provides insights fornonprofits, foundations, media andbusinesses serving the nonprofit sector aboutthe most important behavior and trendssurrounding social networking as part ofnonprofits’ marketing, communications,fundraising, program and IT work.Between January 24, 2012 and February 21,2012, nonprofit professionals responded to anonline survey about their use of online socialnetworks.http://nonprofitsocialnetworksurvey.com/files/2012-Nonprofit-Social-Networking-Benchmark-Rpt.pdfMethodology andRespondent DemographicsRespondents included nonprofit professionals representingorganizations ranging from small volunteer-lead groups tovery large multi-nationals, all based in North America. Theyself-reported annual budgets in one of the following categories:1)Less than $1 million, 2) $1 million to $5 million, 3) $6 millionto $50 million, 4) $51 million to $250 million, and 5) more than$250 million.Respondents also categorized themselves within one of thefollowing vertical sectors within the nonprofit industry:Arts & Culture, Education (Higher Ed and K-12), Environment& Animal Welfare, Health & Healthcare, Human Services,International, Professional & Trade Associations, Public Benefit,Religious & Spiritual, Media, Labor Unions and Mutual Benefit.See the charts on page 35 and 36 for more details.The respondents were recruited via email to an online surveyof 58 questions between January 24, 2012 and February 21, 2012from a variety of industry email lists yielding 3,522 respondents.Commercial social network use by our respondents has passed well intomainstream adoption leaving a small percentage of late mainstream andlaggards to join in.2. Facebook popularity among our respondents is at saturation levels, whileaverage community size continues to grow.3. Twitter adoption still growing along with average follower base size.4. LinkedIn popularity is relatively low (compared to Facebook and Twitter)but 2011 saw a sizeable jump in adoption of this channel.5. FourSquare still a small, niche player.6. MySpace continues to shed users, is used very little by our respondents,and last year’s reinvention as a social music sharing site has yet to exertany positive influence to reverse this death spiral.7. Nonprofit commercial social network investments are still largely justifiedon programmatic impact (soft ROI), with just a small number ofrespondents justifying resource allocation based on revenue returned(hard ROI).8. Facebook fundraising success is still enjoyed by just a select few.9. Nonprofit respondents are still optimistic about commercial socialnetworks.10. Commercial social network related staffing and budgets are slowlyinching up.11. Communications and marketing departments own commercial networksfor the majority of respondents, not fundraising nor IT.12. Many mature (2+ years old) commercial social networking communitiescontinue to grow, while an increasingly smaller number of respondentsare just getting started.
http://nonprofitsocialnetworksurvey.com/files/2012-Nonprofit-Social-Networking-Benchmark-Rpt.pdfMethodology andRespondent DemographicsRespondents included nonprofit professionals representingorganizations ranging from small volunteer-lead groups tovery large multi-nationals, all based in North America. Theyself-reported annual budgets in one of the following categories:1)Less than $1 million, 2) $1 million to $5 million, 3) $6 millionto $50 million, 4) $51 million to $250 million, and 5) more than$250 million.Respondents also categorized themselves within one of thefollowing vertical sectors within the nonprofit industry:Arts & Culture, Education (Higher Ed and K-12), Environment& Animal Welfare, Health & Healthcare, Human Services,International, Professional & Trade Associations, Public Benefit,Religious & Spiritual, Media, Labor Unions and Mutual Benefit.See the charts on page 35 and 36 for more details.The respondents were recruited via email to an online surveyof 58 questions between January 24, 2012 and February 21, 2012from a variety of industry email lists yielding 3,522 respondents.Commercial social network use by our respondents has passed well intomainstream adoption leaving a small percentage of late mainstream andlaggards to join in.2. Facebook popularity among our respondents is at saturation levels, whileaverage community size continues to grow.3. Twitter adoption still growing along with average follower base size.4. LinkedIn popularity is relatively low (compared to Facebook and Twitter)but 2011 saw a sizeable jump in adoption of this channel.5. FourSquare still a small, niche player.6. MySpace continues to shed users, is used very little by our respondents,and last year’s reinvention as a social music sharing site has yet to exertany positive influence to reverse this death spiral.7. Nonprofit commercial social network investments are still largely justifiedon programmatic impact (soft ROI), with just a small number ofrespondents justifying resource allocation based on revenue returned(hard ROI).8. Facebook fundraising success is still enjoyed by just a select few.9. Nonprofit respondents are still optimistic about commercial socialnetworks.10. Commercial social network related staffing and budgets are slowlyinching up.11. Communications and marketing departments own commercial networksfor the majority of respondents, not fundraising nor IT.12. Many mature (2+ years old) commercial social networking communitiescontinue to grow, while an increasingly smaller number of respondentsare just getting started.
More on Kony 2012 here:http://causeglobal.blogspot.com/ Kony2012 is a transmedia storytelling campaign. According to Jenkins, the video is part of a strategy by Invisible Children to create "multiple points of contact" with its core messages and themes of youth empowerment.* Celebrity re-tweets played a critical role in early distribution of the video. Invisible Children enlisted its pre-existing social networks to press celebrities and made it very easy, for example, to tweet @TaylorSwift or @Rihanna within just two clicks. "Once celebrities came on board," Lotan says, "the campaign was given multiple boosts." Ellen Degeneres (@The EllenShow), for example, got mentioned 36,000 times on Twitter within the first few hours of the campaign from different users asking her to respond to Konhy2012. Both Oprah and Justin Bieber chose to respond and amplify the cause, while Lady Gaga, Jay-Z and Stephen Colbert did not.* Twitter focused huge spikes of attention on the subjects of Uganda and Joseph Kony, according to Lotan. "It was shockingly high," he says. "If we compare the usage of the #Kony2012 and #StopKonyhashtags with the #SXSW hashtag (for the very highly-tweeted and re-tweeted South by Southwest interactive conference in Austin, Texas, which was happening at the same time KONY2012 was going mega-viral), we see almost 20x difference in traffic at the peaks." Lotan adds that "#StopKony had 12,000 tweets per 10 minutes at the height of the (viral) event, while #SXSW had only 900." References to Uganda or Kony on Twitter were nearly zero before the video was posted on YouTube. Just after it was, tweets referencing Kony began reaching the level of 25,000 tweets per 10-minute intervals.* Invisible Childen's network of young supporters across the United States were activated simultaneously to help kick off the campaign. The graph, top, represents the first 5,000 users who posted to the #Kony2012 hashtag. Each node represents a Twitter user and the edges of the graph tracks their connections, or who follows whom. "The more red a node, the earlier it had participated in using the hashtag," Lotan says. Invisible Children co-founder Jason Russell (@JasonRussell) and other employees of IC are represented, as is Kristen Bell (@IMKristenBell), an early active member of the organization. (Russell has 58,872 Twitter followers and Bell has 573,075.)* Tight-knit clusters of 'superfans' have been essential.Clusters of highly-connected individuals indicate that the viral video campaign was orchestrated initially by the top influence
Difference between targeting the big guys vs. genY.
Once registered at www.movember.com, men start Movember 1st clean shaven. For the rest of the month, these selfless and generous men, known as Mo Bros, groom, trim and wax their way into the annals of fine moustachery. Supported by the women in their lives, Mo Sistas, Movember Mo Bros raise funds by seeking out sponsorship for their Mo-growing efforts.Mo Bros effectively become walking, talking billboards for the 30 days of November. Through their actions and words they raise awareness by prompting private and public conversation around the often ignored issue of men’s health. At the end of the month, Mo Bros and Mo Sistas celebrate their gallantry and valor by either throwing their own Movember party or attending one of the infamous Gala Partés held around the world by Movember, for Movember.The Movember Effect: Awareness & Education, Survivorship, ResearchThe funds raised in the US support prostate cancer and other cancers that affect men. The funds raised are directed to programs run directly by Movember and our men’s health partners, the Prostate Cancer Foundation and LIVESTRONG, the Lance Armstrong Foundation. Together, the three channels work together to ensure that Movember funds are supporting a broad range of innovative, world-class programs in line with our strategic goals in the areas of awareness and education, survivorship and research. Movember - a global movementSince its humble beginnings in Melbourne Australia, Movember has grown to become a truly global movement inspiring more than 1.8 Million Mo Bros and Mo Sistas to participate with formal campaigns in Australia, New Zealand, the US, Canada, the UK, South Africa, Ireland, Finland, the Netherlands, Spain, Denmark, Norway, Belgium and the Czech Republic. In addition, Movember is aware of Mo Bros and Mo Sistas supporting the campaign and men’s health cause across the globe, from Russia to Dubai, Hong Kong to Antarctica, Rio de Janeiro to Mumbai, and everywhere in between.In 2011, over 144,600 US Mo Bros and Mo Sistas got on board, raising over $14.5 million USD to date. We continue to receive donations for several months following the campaign so updated totals will be shared shortly. To best reflect the complete financial picture from each campaign, Movember’s financial year runs from May 1 to April 30. At the end of each financial year Movember engages independent accountants, HBLA in the US, to audit our financials, ensuring financial accountability and accuracy. For more information on the programs we are funding please visit the following:Prostate Cancer FoundationLIVESTRONG, The Lance Armstrong FoundationAwareness & EducationGlobal Action Plan
http://www.forbes.com/sites/deniserestauri/2012/05/09/princeton-student-launches-a-music-model-that-funds-childhood-cancer-research/Seven months later, in March 2012, Leora launched Donate a Song. Leora’s vision and reality:I wanted to ignite a socially good movement in the music industry by inviting professional musicians to ‘donate a song’ to a young fan with a life-threatening condition. After pairing the artist with the child, the artist would write and record an original song of inspiration for the child which would be released publicly to raise money to find a cure for the child’s disease. Donate a Song would thereby produce socially influential music that inspires the child and the world, raises awareness for the child’s cause, and fundraises for a cure.The first Donate a Song project was launched in March 2012 with Another Cinderella Story’s heartthrob Drew Seeley and 14 year-old Brooke Shockley. Brooke battles osteosarcoma bone cancer and is a patient at Johns Hopkins Sydney Kimmel Cancer Center. Brooke is also a mega Drew Seeley fan – she described her initial Skype session with the singer as “the best 9 minutes and 44 seconds of [her] life.” Drew’s song Fly, written for Brooke, and the complementary music video express the grace and courage Brooke has manifested in spite of her illness. The end of the chorus reads: “Cus’ you’ve been through a lot, but there’s a fire that you’ve got inside / I know you won’t ever stop, you’ll do more than walk, you’ll fly.” Brooke is an inspiration to her friends and family and now, through Donate a Song, she has become an inspiration to the world and a key contributor to the fight against childhood cancer.And it’s all in the delivery: Drew went to the John Hopkins Children’s Center to play Fly live for Brooke. Fly is sold on iTunes and 100% of the proceeds from sales go to the John Hopkins pediatric cancer research. How much money did you start with and how much money have you raised?We started out with a $500 grant from Johns Hopkins University, and since then, we have raised over $11,000 to fund programs that aim to use music to uplift, raise awareness, and fundraise for pediatric patients. Our sponsors include Do Something, the Grammy Foundation, the We Are Family Foundation, and private sponsors through Johns Hopkins Sidney Kimmel Cancer Center, pediatric oncology division.
http://abcnews.go.com/blogs/health/2012/05/10/cancer-patients-stronger-video-makes-kelly-clarkson-emotional/
The dragonfly is the only insect able to propel itself in any direction—with tremendous speed and force– when its four wings are working in concert. This represents the importance of integrated efforts, and that small actions can create big movements. Dragonfly effect (book) is the elegance and efficacy of people who, through the passionate pursuit of their goals, discover they can make a positive impact disproportionate to their resources.I know many of your have day jobs, and you do not have dedicated social media resources to do this for you. Hoping that with the right approach, you can get strong impact with minimal individual effort on your part.
But it all starts with listening and enabling our teamsBack in 2006, on average, there were about 5000 posts per day about Dell. Today, on average there are between 22,000 – 25,000 posts about Dell every day in social media (tweets, blogs, mentions in comments, questions in forums etc). These range from fans recommending products and services to others, to customers looking for support, to people sharing ideas with us or telling us about how they use their technology and where they want to go in the future. We do not respond to every one of them…but we do hear them all, aggregate the information and share that with our businesses.Radian6 (owned by Salesforce) helps us track these conversations and information everyday through our Listening Command center.In December 2010, Dell’s Social Media Listening Command Center was Launched, monitoring an average these 22,000 posts daily and mentions of Dell. This is a great enabler for Dell teams. The @Dellcares team for example offers technical support and customer care in English, Spanish, Japanese & Korean – in all 11 languages. In addition, they proactively share information about driver updates and other ways to keep technology operating in a finely tuned mannerRED CROSS REFERENCE– we put in place a similar facility (first of its kind) with the American Red Cross..to help them reach out to the online community in times of crisis and share advice and respond to questions/needs through social
“Cookies For Kids’ Cancer 2nd Annual Bake Sale to raise funds for childhood cancer research is Saturday, May 19, 2012. cookiesforkidscancer.org”@EthanZohn “The race was the Sporting Life 10km, down Yonge Street to the base of Bathurst, over towards Fort York, to...the finish line. It was for kids' cancer-camp, which made the run even sweeter. I don't run with a phone or any device other than my ipod (and keys in a zipped up pocket) but I wish I had had a camera to take a photo of the 20,000-odd runners all lined up in the Yonge St. corridor, waiting for their chance to run.”Carolyninthecity “How do I get involved? You can either register to be a participant , sponsor participants and affiliates, or both. As a registered participant, people can search for you through the site. Seek out sponsors and have them visit your page to make a pledge or donation. What's CrossFit for Hope? CrossFit is combating childhood cancer and other deadly diseases through its inaugural CrossFit for Hope fundraiser, benefiting St. Jude Children’s Research Hospital.”Crossfitcitadel “RT @EthanZohn: Cookies For Kids’ Cancer Bake Sale to raise funds for childhood cancer research is Saturday, May 19 http://t.co/leIzEoVg”@coachjenny “21st Century Pediatric Cancer Sourcebook: Childhood Extracranial Germ Cell Tumors (Gonadal, Extragonadal), Terat... http://t.co/7COuOgC”‏ @LouannHash
Assets that focus on awe-inspiring vs. sadness
Video links:http://content.dell.com/us/en/gen/d/videos~en/Documents~pediatric-cancer-partnership.aspx.aspxhttp://content.dell.com/us/en/gen/d/videos~en/Documents~pediatric-cancer-neuroblastoma.aspx.aspx
We have a tool that helps identify whose voices are influentialare across a variety of keywords. What you’re looking at is top influencers on topic of pediatric cancer including all related keywords. Do you recognize these names? Neither did I.
Well, I did some investigating…Christoffer Johansen:head of Psychosocial Research at the Danish Cancer Society's Institute for Cancer Epidemiology in Copenhagen, has led research on some of the world's largest cellphones-and-cancer studies. And, his work has focused on populations that have some of the world's longest exposure to cellphone radiation. He still doesn't see any conclusive evidence that low levels of electromagnetic radiation emitted by mobile phones causes brain cancer. Otis Brawley: American Cancer Society Executive http://pressroom.cancer.org/index.php?s=18&item=40Mattel: why is Mattel influential? http://www.usatoday.com/news/health/wellness/story/2012-04-04/bald-Barbie-cancer-patients/53999288/1
Mattel- Creating bald barbie as a reaction to Facebook campaign "They could sell the dolls and donate a portion of the proceeds to cancer research and awareness, like they did with the Pink Ribbon Barbie for breast cancer."When Pink Ribbon Barbie was released in 2006, it retailed for $24.95 and Mattel pledged to give Susan G. Komen for the Cure a minimum of $100,000 to support the fight against breast cancer.Bingham's quest to get Mattel involved started last year after immunotherapy stopped being an effective treatment for her cancer and doctors started her on chemotherapy."My 9-year-old daughter (Belleliana) watched me go bald," said Bingham, 42.At the same time, Bingham learned that the 12-year-old daughter of a Lancaster, Calif., friend she'd met in a pregnancy chatroom when she was expecting Belleliana had been diagnosed with leukemia.Bingham hadn't met Becky Sypin, whose daughter, Kinley, underwent chemotherapy at the same time she did in the summer. Both ended up losing their hair.In the fall, Bingham tried writing to Mattel about adding a hairless doll to its Barbie line, but all she got in return was a form letter explaining that the company didn't use unsolicited ideas from outside sources. So, just before Christmas, she and Sypin launched their Facebook page, "Beautiful and Bald Barbie! Let's see if we can get it made."The page now has 156,488 likes, with 10,069 people talking about it. Mattel finally took notice and flew Bingham out to California in February to meet with executives and discuss a campaign. It also invited Sypin."We left there with a promise from Mattel that they would put out a (bald) friend of Barbie," Bingham said.
From the man himself… it’s all about real connections from real people
All of these communities are already built and made up of people who want to support causes. Go tell them your story.Deep dive on YourCause- build out presence on the site. Answer is go to this site, sign up, register, tell your story. We can activate Dell team members.
There are broad reaching social media communities for every type of communication and medium. Which one meets your goal?
Credit: Blackbaud.com/fafhttp://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends-infographic.htm
Creating a great story only goes so far if you don’t tell viewers how to participate. People want to participate, and you must tell them how. Oh and by the way it must be reallly easy. Oh, and you must do it in less than 140 characters.
We’ll share this presentation with you post-event. This includes links to helpful blogs, books and other experts on the topic.
Not that you’ve heard from the others, sounds like we all have a lot in common….drive awareness, fund more research. This cause is bigger than any one individual. I leave you with this challenge… how can you join forces and make your message louder and stronger. There’s power in #s, and this is an approach to think about.

1 Like

Aleksander Szulc, Head of Marketing & PR at Sotrender part of SmartNet Research & Solutions Ltd. Tags founds rising social media 12 months ago

How Connected is your Cause? - Fundraising through Fans, Followers & Friends. Presentation Transcript

How connected is your cause?Fundraising through fans, followers & friends Carly Tatum, International Social Media Manager at Dell Presented at Neuroblastoma and Medulloblastoma Translational Research Consortium, May 17th 2012 Austin, TX
This discussion with cover… Putting your plan Harnessing the Learning from the into action: social web: leaders: Tools, tips and How to activate Social fundraising resources to get around a cause case studies you started2 Confidential Global Marketing
BEFORE social media…3 Confidential 5/18/2012 Global Marketing Photo by VividImageInc on Flickr
AFTER social media…4 Confidential 5/18/2012 Global Marketing
How are nonprofits using social media? Source: 2012 non profit benchmarking online survey by NTEN, Common Knowledge & Blackbaud . Survey distributed via email to 3522 non profit professionals between Jan . 24 th and Feb. 21st 2012.5 Confidential 5/18/2012 Global Marketing Photo by VividImageInc on Flickr
Where are they participating? Source: 2012 non profit benchmarking online survey by NTEN, Common Knowledge & Blackbaud . Survey distributed via email to 3522 non profit professionals between Jan . 24th and Feb. 21st 2012.6 Confidential 5/18/2012 Global Marketing Photo by VividImageInc on Flickr
Learnings from the leaders…7 Confidential 5/18/2012 Global Marketing
Making it simple & easy to help:Charity: Water8 Confidential 5/18/2012 Global Marketing
Engaging storytelling + superfans + influentialnetworks = #1 viral video of all time9 Confidential 5/18/2012 Global Marketing
Kony 2012: How did they do it1. Told a visual story2. Engaged GenY to create youth movement3. Targeted leaders / celebrities on Twitter4. Made it easy to participate10 Confidential 5/18/2012 Global Marketing
Creating a community& making it fun: Movember11 Confidential 5/18/2012 Global Marketing
With our powers combined… we can raise alot of money!12 Confidential 5/18/2012 Global Marketing
Fundraising for youth, by youth:Music is Medicine • Started by 19 year old Princeton student, Leora Friedman, daughter of pediatric oncologist • Raised $11,000 to fund programs that use music to raise awareness & fundraise for pediatric cancer • Donate a Song invites professional musicians to ‘donate a song’ to a young fan with a life-threatening condition – The song, Fly, sold on iTunes & 100% of proceeds went to pediatric cancer – 24,000+ video views on YouTube since March 2012 14-year old Brooke is battling osteosarcoma13 Confidential 5/18/2012 Global Marketing
Inspiring the web & a celeb:Stronger – Seattle Childrens Hospital 900k + views in a week14 Confidential 5/18/2012 Global Marketing
“The elegance and efficacy of people who, through the passionate pursuit of their goals, discover they can make a positive impact disproportionate to their resources” The Dragonfly Effect by Jennifer Aaker 5 steps to activating the social web15 Confidential 5/18/2012 Global Marketing
5 steps to activating the social web Start by listening. • Where are people talking about pediatric cancer? • What are they saying? Who is saying it? Develop engaging story • Allow for easy social sharing across platforms • Make your message bigger than any one individual Identify YOUR online “influencers” , fans and networks • Culture & policy makers, advocates, brands Drive engagement • Use events, key dates and campaigns • Tap into the existing online conversation Create a clear call-to-action16 Confidential 5/18/2012 Global Marketing
1. Listening Dell social media Listening Command Center17 Global Marketing
Dell listening report: pediatric cancer18 Confidential 5/18/2012 Global Marketing
2. Develop engaging story Top 5 things people share: Relevance to those sharing information with Humor Relevance to oneself Importance/worthiness of information Unusual/unique information19 Confidential 5/18/2012 Global Marketing
Mixed news for causes:20 Confidential Global Marketing
Make it visual & interactive: take advance ofDell, partner produced content, resources Photos - videos - music - illustration - infographics - cartoons21 Confidential 5/18/2012 Global Marketing
3. Identify online influencers Culturemakers Policymakers Academics Advocates Brands22 Confidential 5/18/2012 Global Marketing
Pediatric cancer: Do you know yourinfluencers?23 Confidential 5/18/2012 Global Marketing
Influencer profiles• Christoffer Johanson- head of • Otis Brawley: Chief Medical Officer and psychological Research at the Danish Executive Vice President of the Cancer Society’s Institute for Cancer American Cancer Society Epidemiology24 Confidential 5/18/2012 Global Marketing
Mattel influencer profile uncovers anothersocial movement for pediatric cancer• Mattel: Creating bald barbie in response to Facebook campaign by cancer survivor25 Confidential 5/18/2012 Global Marketing
4. Create conversations & build relationships26 Confidential 5/18/2012 Global Marketing
Communicating via social is different fromother traditional channels: relevant real-time public adapted to culture of each platform authentic one to many conversational two-way One to one encourages a response educational27 Confidential 5/18/2012 Global Marketing
Where? Existing cause communities &networks. Sign up for these… Your Cause - Build communities - Raise funds - Generate text-to- donate codes - Distribute petitions28 Confidential 5/18/2012 Global Marketing
Where? Broad use social media platforms Level of Level of Platform Purpose Time Outcome Commitment Difficulty Professional 2-3x per week Low Easy Connecting, recruiting community Relationship-building, Microblog Daily Medium Medium connecting w/ “influencers” & advocates Relationship-building, Social network 2-3x per week Medium Medium connecting w/ friends, influencers & advocates Social aggregate Daily Low Easy Storytelling, syndication Micro blog /blog 2-4x per High High Storytelling, syndication platform month; Powerpoint Monthly; presentation ongoing High High Story-telling, syndication community comments Photosharing, inspir Monthly Low Low Sharing, visual storytelling ational Video sharing Ad Hoc High High Storytelling29 Global Marketing
Fundraising effectiveness of each channel:• Twitter donations surpasses fundraising goal• Multi-channel increases fundraising goal30 Confidential 5/18/2012 Global Marketing
5. Clear call to action: What do you want me to do? Share? Like? Text?31 Confidential Global Marketing
Good Readings:• The Economist: One Thousand Points of “Like”• “The Networked Nonprofit” by Allison Fine & Beth Kanter• Twitter4Good by Claire Diaz Ortiz (@ClaireD)• Beth Kanter’s Blog• Mashable: Top 10 Online Fundraising Platforms for Donors & Non- Profits• [Infographic] Social giving: the power of peer-to-peer fundraising• Nonprofit social network benchmark report 2012• The Dragonfly Effect: Quick, effective, powerful ways to use social media to drive change by Jennifer Aaker – 4 principles: focus, grab attention, engage, take action32 Confidential 5/18/2012 Global Marketing
Final thoughts…33 Confidential 5/18/2012 Global Marketing
Join forces… Turn your message into a movement.34 Confidential 5/18/2012 Global Marketing
“We make a living by what weget, we make a life by whatwe give.” -Winston Churchill Carly Tatum35 Confidential 5/18/2012