Midwest Arts Conference Social Fundraising

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Midwest Arts Conference Social Fundraising

  1. 1. Social Fundraising: the Rise of Digital Donors Midwest Arts Conference 2011
  2. 2. !"#$%&($"&)&*+#$"&*,-./&./012&34.&534.67829&:5/4&;<6=-./.9&3</&3=3-,3>,/&?6<&.6:4,63.&?<6@&-4.-=-.73,&2/22-64&;3A/2&64&85/&-48/<30B=/&2/22-64&)&@//B4A&205/.7,/&38&&&&&&&&&:::C3<82@-.:/28C6<AD;<6A<3@2D@30D&&&&&&&&&&&&&&&&&&&&&&&&205/.7,/D;<6?/22-643,E./=/,6;@/48C&
  3. 3. AgendaIntroductionBest practicesPlatformsMeasurement & ToolsChallengesQ&A
  4. 4. Who am I?
  5. 5. social media platforms YouTube Twitter Facebook Google+ Flickr 4sq
  6. 6. who uses social media?!"#$%&"(&"$)&*$+"$,-"(./)&$0.1"$2344
  7. 7. 96% of arts orgs use social networks235$)(6$7(8)&.9):7&6$,;(.<$2344
  8. 8. ,="()8"$)(6$7(8$)/:="$7&$>$&"#7(?6235$)(6$7(8)&.9):7&6$,;(.<$2344
  9. 9. @7&+<A$B(8)&.9):7&)<$,/:=.A235$)(6$7(8)&.9):7&6$,;(.<$2344
  10. 10. @"*.)&$C"#7(?$D.9"235$)(6$7(8)&.9):7&6$,;(.<$2344
  11. 11. E6"($,/:=.A235$)(6$7(8)&.9):7&6$,;(.<$2344
  12. 12. Digital Donors
  13. 13. average gift sizeCFGC$2343$67/.)<$-"*.)$6H(="A
  14. 14. average gift sizeCFGC$2343$67/.)<$-"*.)$6H(="A
  15. 15. CFGC$2343$67/.)<$-"*.)$6H(="A
  16. 16. CFGC$2343$67/.)<$-"*.)$6H(="A
  17. 17. Strategy & Best Practices
  18. 18. 1. Get followers/fans first
  19. 19. 2. Set a realistic budget
  20. 20. 3. Create content for launch, updates, & thank you
  21. 21. 4. Know how you’re going to collect data
  22. 22. 5. Integrate across channels (but don’t duplicate!)
  23. 23. Social Fundraising Platforms
  24. 24. “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
  25. 25. case study $0.80 per member $50k = 1.2 million members fans don’t overlap w/ donors
  26. 26. donation page
  27. 27. “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
  28. 28. shorter film & music projects work best
  29. 29. case study
  30. 30. “Popularity Contest” Every month new grant cycle $20 million awarded 1.5 years old $5k-$50k awardsArts & Culture or Education or Communities Vote tampering
  31. 31. case study
  32. 32. “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
  33. 33. case study
  34. 34. “Donate tweets/Facebook posts to a cause” 30 days $0.05-$1.50 per post $14,000 donated by 1,800 people
  35. 35. “Find & keep tabs on nonprofits” 10k monthly visitors 1 year old12,000 followers of “performing arts issues”
  36. 36. case study
  37. 37. Mobile Giving
  38. 38. “Crowdsourced Petitions” 4 years old 1 million active users
  39. 39. case study
  40. 40. measurement tools
  41. 41. Facebook Page Insights
  42. 42. Social Advertising
  43. 43. any public Facebook or Twitter account! search term!date range!report type!
  44. 44. raw data! people! timing! content!
  45. 45. Suggestion: use Advanced Segments to combine sources,also consider looking at how the behavior of this trafficsource differs from the average user!
  46. 46. View multiple streams at once!import reports! add multiple accounts! schedule tweets!assign staff members tasks!
  47. 47. Look for outliers!Look for spikes! Look for influencers! Look for engagement!
  48. 48. 5 challenges
  49. 49. IH.<*$("<):7&6+.;6J$&7$7&"$&.8+$6)&*6KKIH$.L6$7?)A$7$I"$)$<.M<"$;(7-.6/H7H6$
  50. 50. 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: $175Social Media Fan
  51. 51. Social Media has Increasing Returns to Scale Print Digital Social
  52. 52. every stage of the conversion funnel matters awareness consideration engagement donation promotion repeat
  53. 53. attribution error A7H($ #"I6."
  54. 54. Q&A

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