Midwest Arts Conference Social Fundraising

Social Fundraising: the Rise of Digital Donors Midwest Arts Conference 2011

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AgendaIntroductionBest practicesPlatformsMeasurement & ToolsChallengesQ&A

Who am I?

social media platforms YouTube Twitter Facebook Google+ Flickr 4sq

who uses social media?!"#$%&"(&"$)&*$+"$,-"(./)&$0.1"$2344

96% of arts orgs use social networks235$)(6$7(8)&.9):7&6$,;(.<$2344

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Digital Donors

average gift sizeCFGC$2343$67/.)<$-"*.)$6H(="A

CFGC$2343$67/.)<$-"*.)$6H(="A

Strategy & Best Practices

1. Get followers/fans ﬁrst

2. Set a realistic budget

3. Create content for launch, updates, & thank you

4. Know how you’re going to collect data

5. Integrate across channels (but don’t duplicate!)

Social Fundraising Platforms

“Leverage Facebook for Fundraising” 6.7 million use Causes each month $35 million raised in 4 years Ave $1,300 per nonproﬁt - 6.5% fee Downloadable .csv ﬁle of donor info

case study $0.80 per member $50k = 1.2 million members fans don’t overlap w/ donors

donation page

“Projects with a creative purpose & rewards for funders” 2 years old $2 million funded/week 2,500 active projects + 600,000 funders 40% applications are rejected 43% of projects are successful $88 per donor $2,200 average project size -8% fee all or nothing funding 1-60 day cycles* alternative = indigogo

shorter ﬁlm & music projects work best

case study

“Popularity Contest” Every month new grant cycle $20 million awarded 1.5 years old $5k-$50k awardsArts & Culture or Education or Communities Vote tampering

case study

“Event-based fundraising” 2 years old 10 of 2,500 A&C projects raised > $5k 50,000 average unique website visitors/month -~5% No project updates. More game mechanics for users*alternative = Razoo or FirstGiving

case study

“Donate tweets/Facebook posts to a cause” 30 days $0.05-$1.50 per post $14,000 donated by 1,800 people

“Find & keep tabs on nonproﬁts” 10k monthly visitors 1 year old12,000 followers of “performing arts issues”

case study

Mobile Giving

“Crowdsourced Petitions” 4 years old 1 million active users

case study

measurement tools

Facebook Page Insights

Social Advertising

any public Facebook or Twitter account! search term!date range!report type!

raw data! people! timing! content!

Suggestion: use Advanced Segments to combine sources,also consider looking at how the behavior of this trafﬁcsource differs from the average user!

View multiple streams at once!import reports! add multiple accounts! schedule tweets!assign staff members tasks!

Look for outliers!Look for spikes! Look for inﬂuencers! Look for engagement!

5 challenges

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NH67-"($0.1":-"$O)<H" ROI Customer 1 Customer 2 Spends $200 per year Spends $100 per year Acquisition cost: $50 Acquisition cost: $25 Maintenance costs: $15/yr Maintenance costs: $50/yr Loyalty: 5 years Loyalty: 3 years CLV: $890 CLV: $175Social Media Fan

Social Media has Increasing Returns to Scale Print Digital Social

every stage of the conversion funnel matters awareness consideration engagement donation promotion repeat

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Midwest Arts Conference Social Fundraising

by Devon Smith on Aug 08, 2011

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Midwest Arts Conference Social Fundraising — Presentation Transcript