Social Media As A Fundraising Tool 11.3.08


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Exploring social media as a fundraising tool is an exciting new technology and resource for nonprofit organizations. This presentation is geared towards those brand new to the ideas and concepts in web 2.0 or social media tools. For more information, contact Emily at

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  • EDA Consulting
  • Social Media As A Fundraising Tool 11.3.08

    1. 1. <ul><li>Emily Davis, MNM </li></ul><ul><li>President and Lead Consultant </li></ul><ul><li>EDA Consulting </li></ul><ul><li>15861 Paseo Del Sur </li></ul><ul><li>San Diego, CA 92127 </li></ul><ul><li> </li></ul><ul><li> </li></ul>11/03/2008
    2. 2. EDA Consulting November 3, 2008
    3. 3. 11/03/2008 Web 2.0 Blogosphere Facebook ??????? Digg Bebo IM #?%!*?! LinkedIn Social Networking Podcasts Texting You Tube Websites RSS Feeds Listservs Ning Twitter Wikis Email E-Newsletters Mashups Ringtone Advocacy My Space
    4. 4. What is Web 2.0? <ul><li>“ The term refers to a group of popular technologies that survived that dot-com bust, so-called 2.0 because they pick up from the previous generation of technologies invented during the last wave of Internet innovation (circa 1993-2001)…it describes not only a set of popular Internet technologies but also the phenomenon of a group of people who believe that we are entering a new era.” </li></ul><ul><li>- Ben Rigby, Mobilizing Generation 2.0 </li></ul>11/03/2008
    5. 5. Overview <ul><li>Introductions </li></ul><ul><li>How social media is useful for communications, outreach, and fundraising </li></ul><ul><li>How to use social media outlets and tools </li></ul><ul><li>Examples </li></ul><ul><li>More resources </li></ul><ul><li>Next steps </li></ul>11/03/2008
    6. 6. Introductions <ul><li>Name </li></ul><ul><li>What is one thing you love about fundraising and/or consulting? </li></ul><ul><li>Why are you interested in social media or web 2.0 strategies? </li></ul><ul><li>What question(s) to do you hope you can have answered by today’s workshop? </li></ul>11/03/2008
    7. 7. Fears about using social media <ul><li>That’s for younger people. I’m too old </li></ul><ul><li>I don’t have time to learn. </li></ul><ul><li>It’s too complicated. </li></ul><ul><li>I’m not tech savvy. </li></ul><ul><li>Not sure what to DO with it. </li></ul><ul><li>Our current fundraising strategies work just fine. </li></ul><ul><li>Our donors don’t know what “it” is or how to use “it.” </li></ul><ul><li>Don’t want my personal information out on the web. </li></ul>11/03/2008
    8. 8. <ul><li>“ This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.” </li></ul><ul><li>- Ted Hart and Michael Johnston in Fundraising on the Internet </li></ul>11/03/2008
    9. 9. Fundraising Basics <ul><li>Build trust and relationships </li></ul><ul><li>Build community support </li></ul><ul><li>Communicate message with supporters </li></ul><ul><li>Communicate message quickly and effectively </li></ul><ul><li>Branding and marketing </li></ul><ul><li>Cultivate current and prospective donors </li></ul><ul><li>Use multiple strategies to target various donor levels </li></ul>11/03/2008
    10. 10. Benefits to social media <ul><li>Build networks and community </li></ul><ul><li>Build relationships and trust – at a distance </li></ul><ul><li>Build donor base and gather emails </li></ul><ul><li>Tell your story – Put a face and a personality to your organization </li></ul><ul><li>Share information and resources quickly </li></ul><ul><li>Promote brand and cause </li></ul><ul><li>Transparency </li></ul>11/03/2008
    11. 11. Benefits to social media con’t… <ul><li>Social and professional networking </li></ul><ul><li>Prospecting </li></ul><ul><li>Get feedback </li></ul><ul><li>Promote causes and connections – viral marketing </li></ul><ul><li>Cost effective and green </li></ul><ul><li>Cross city, state, and national boundaries </li></ul><ul><li>Open the door to collaboration opportunities </li></ul>11/03/2008
    12. 12. Building Community <ul><li>“ Many nonprofits (particularly the smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost-effectively build a community of supporters.” </li></ul><ul><li> </li></ul>11/03/2008
    13. 13. People give to people <ul><li>Social media outlets allow organizations to share their successes and let prospective donors and supporters move into the “inner circle.” </li></ul><ul><li>Building trust at a distance is a way to personally connect to other individuals without boundaries. </li></ul><ul><li>Use stories to help build connections and investment. </li></ul>11/03/2008
    14. 14. Cons to using social media <ul><li>Some loss of control </li></ul><ul><li>Time investment </li></ul><ul><li>New communication structure </li></ul><ul><li>Ideas and opinions that are shared may change over time </li></ul>11/03/2008
    15. 15. Goals and planning to use social media <ul><li>Set goals for success </li></ul><ul><li>Create a calendar for messaging </li></ul><ul><li>Obtain board, staff, and volunteer buy-in and participation </li></ul><ul><li>Participate in personal use of social media </li></ul><ul><li>Have fun! </li></ul>11/03/2008
    16. 16. A few words about websites <ul><li>It’s rare to see orgs without websites now </li></ul><ul><li>Website is the foundation for communication with the interested parties </li></ul><ul><li>Orgs should drive content and be able to manage it easily </li></ul><ul><li>Important to use best practices in website development with other online tools </li></ul><ul><li>Great place to hold all social media info </li></ul>11/03/2008
    17. 17. <ul><li>What is it? </li></ul><ul><li>Why is it useful? </li></ul><ul><li>How do you set it up and blog? </li></ul><ul><li>Best practices </li></ul><ul><li>Examples </li></ul>11/03/2008
    18. 18. Why blog? <ul><li>“ Starting an organizational blog is one of the fastest routes for telling the story of…your cause, demonstrating expertise in your field, and engaging supporters in conversation.” </li></ul><ul><li>- Ben Rigby, Mobilizing Generation 2.0 </li></ul>11/03/2008
    19. 19. Stats… <ul><li>12 million Americans blog and over half of Americans read blogs. </li></ul><ul><li>Blog readers are 11% more likely than the average internet user to have incomes greater than $75,000. </li></ul><ul><li>Blog readers make more purchases online. </li></ul><ul><li>Blog readers spend 6% more online than the average Internet user. </li></ul><ul><ul><li>Mobilizing Generation 2.0 , 2008 </li></ul></ul>11/03/2008
    20. 20. Why is a blog useful? <ul><li>Gives a face and a voice to a campaign. </li></ul><ul><li>Great communications and community-building strategy. </li></ul><ul><li>Share success and results of people’s participation. </li></ul><ul><li>Organizational history online </li></ul><ul><li>Internal, organizational communications </li></ul>11/03/2008
    21. 21. Why is a blog useful con’t… <ul><li>Demonstrate that you are committed to interacting and hearing feedback from stakeholders. </li></ul><ul><li>Publish photos, events, etc. </li></ul><ul><li>Make a personal connection with your stakeholders </li></ul><ul><li>“ Delivering value to a community over time” (Rigby, 2008) </li></ul>11/03/2008
    22. 22. How to set up a blog <ul><li>Free blogging software: </li></ul><ul><ul><li>Blogspot (Google), TypePad, Yahoo, WordPress </li></ul></ul><ul><ul><li>More at </li></ul></ul><ul><li>Set it up through an organization’s website </li></ul><ul><li>Clarify your goals and objectives </li></ul><ul><li>Choose standard, vlog, plog, and/or moblog </li></ul><ul><li>Select layout, logo, etc. </li></ul>11/03/2008
    23. 23. Best practices <ul><li>Blog on a consistent basis and plan </li></ul><ul><li>Ask questions and encourage feedback </li></ul><ul><li>Get everyone in organization to participate </li></ul><ul><li>Track participation: Feedburner </li></ul><ul><li>Strategically and frequently use keywords that are connected to your organization </li></ul><ul><li>Network within the blogging community </li></ul><ul><li>Let go of some control </li></ul>11/03/2008
    24. 24. Widgets and Gadgets <ul><li>Great for online fundraising! </li></ul><ul><li>Create unique branding that will help market your cause. </li></ul><ul><li>Ask supporters and readers to insert code into their own websites, blogs, etc. </li></ul><ul><li>Examples: NP 2020, National Blogging Day </li></ul>11/03/2008
    25. 25. Microblogging <ul><li>Just another way to share information and communicate </li></ul><ul><li>More branding and marketing </li></ul><ul><li>Shorter posts </li></ul>11/03/2008
    26. 26. How to microblog… <ul><li>Create an account </li></ul><ul><li>Adjust settings and preferences </li></ul><ul><li>Post away…include links </li></ul><ul><li>Follow people and encourage them to follow you </li></ul><ul><li>Send via text or email </li></ul><ul><li>Examples: </li></ul><ul><ul><li>EDA Consulting </li></ul></ul><ul><ul><li>Student for a Free Tibet – great for activism! </li></ul></ul><ul><ul><li>Obama </li></ul></ul><ul><ul><li>CNN </li></ul></ul>11/03/2008
    27. 27. <ul><li>“ Blogging can deepen your staff members’ expertise in a subject, help you test ideas before they become set in stone (or before you’ve invested time and resources), and enable more authentic conversation with constituents.” </li></ul><ul><li>- Beth Kanter , Mobilizing Generation 2.0 </li></ul>11/03/2008
    28. 28. Resources: Blogs <ul><li>Give and Take (blog roll) </li></ul><ul><li>Nonprofit Blogs (blog roll) </li></ul><ul><li>Mobilizing Generation 2.0 </li></ul><ul><li>Nonprofit Blog Exchange </li></ul><ul><li>Beth’s Blog: How Nonprofits Can Use Social Media </li></ul><ul><li>Kivi’s Nonprofit Communications Blog </li></ul><ul><li>Getting Attention </li></ul>11/03/2008
    29. 29. Sample Blogs <ul><li>EDA Consulting Café </li></ul><ul><li>Nonprofit Leadership 601 </li></ul><ul><li>JVA Consulting’s Weblog </li></ul><ul><li>Donor Power Blog </li></ul><ul><li>AFP </li></ul><ul><li>YNPN San Diego </li></ul><ul><li>Students for a Free Tibet </li></ul>11/03/2008
    30. 30. <ul><li>What is it? </li></ul><ul><li>Why is it useful? </li></ul><ul><li>How do you set it up and use it? </li></ul><ul><li>Best practices </li></ul><ul><li>Examples </li></ul>11/03/2008
    31. 31. What is Faceboook <ul><li>“ The connections between every single person in the world intertwine, interplay, and interlock to form the social graph …The power of the social graph refers to how information travels quickly and reliably among folks. ” </li></ul><ul><li>- Carolyn Abram & Leah Perlman, Facebook for Dummies </li></ul>11/03/2008
    32. 32. Facebook uses <ul><li>Build a network of “Friends” easily </li></ul><ul><li>Recruit people to your “cause” </li></ul><ul><li>Share links and ideas quickly </li></ul><ul><li>Raise $$: low cost, friend-to-friend </li></ul><ul><li>Promote cause and campaigns to folks who might not otherwise access it </li></ul>11/03/2008
    33. 33. Facebook uses con’t… <ul><li>Establish a profile </li></ul><ul><li>Connect </li></ul><ul><li>Communicate </li></ul><ul><li>Post </li></ul><ul><li>Plan events </li></ul><ul><li>Join groups </li></ul><ul><li>Try applications </li></ul><ul><li>Promote </li></ul><ul><li>Pages </li></ul>11/03/2008
    34. 34. Set up and features <ul><li>Personal and business accounts </li></ul><ul><li>Update your profile with as much information as possible. </li></ul><ul><li>Updates and notifications </li></ul><ul><li>Birthdays </li></ul><ul><li>People You May Know </li></ul><ul><li>News Feeds </li></ul><ul><li>Email </li></ul><ul><li>Discussion Boards </li></ul><ul><li>IM </li></ul>11/03/2008
    35. 35. Group or cause best practices <ul><li>Need to show 501c3 status </li></ul><ul><li>Create membership restrictions </li></ul><ul><li>Post frequently and increase visibility among Friends </li></ul><ul><li>Take time exploring what motivates engagement </li></ul><ul><li>Events </li></ul><ul><li>Participate in matching opportunities </li></ul>11/03/2008
    36. 36. Group or cause best practices con’t <ul><li>Ask for specific actions; encourage participation </li></ul><ul><li>Make communications short and exciting </li></ul><ul><li>Post links to articles, resources, and video </li></ul><ul><li>Get people going to your website </li></ul><ul><li>Consider using advertisements </li></ul>11/03/2008
    37. 37. Social networking evaluation <ul><li>Set goals: </li></ul><ul><ul><li>Number of friends in group/cause and on mailing list </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><li>Record/note how many people: </li></ul><ul><ul><li>Donate money </li></ul></ul><ul><ul><li>Send links </li></ul></ul><ul><ul><li>Recruit other friends </li></ul></ul><ul><ul><li>Promote on their profile, blog, website </li></ul></ul><ul><li>Cost: Care2 ROI calculator </li></ul>11/03/2008
    38. 38. Examples <ul><li>Emily Davis </li></ul><ul><li>Aspen Institute </li></ul><ul><li>Students for a Free Tibet - Donate </li></ul><ul><li>EDA Consulting </li></ul><ul><li>YNPN San Diego </li></ul><ul><li>V3 Campaign </li></ul><ul><li>Obama Campaign </li></ul>11/03/2008
    39. 39. LinkedIn <ul><li>Great for recruiters </li></ul><ul><li>Can’t just create a profile and ignore it – nothing will magically happen. </li></ul><ul><li>Place your resume and professional information </li></ul><ul><li>Great place for recommendations </li></ul><ul><li>Create discussion topics </li></ul><ul><li>Need personal account to create a group account </li></ul>11/03/2008
    40. 40. Examples on LinkedIn <ul><li>AFP </li></ul><ul><li>NTEN </li></ul><ul><li>Nonprofit Professionals </li></ul><ul><li>TechSoup NetSquared </li></ul><ul><li>EDA Consulting </li></ul><ul><li>YNPN San Diego </li></ul>11/03/2008
    41. 41. Ning <ul><li>Need personal information to join a social network </li></ul><ul><li>Still gaining momentum </li></ul><ul><li>“ Allows you to create a customized social network in a matter of minutes.” (Rigby, 2008) </li></ul>11/03/2008
    42. 42. Examples on Ning <ul><li>Nonprofit Roundtable </li></ul><ul><li>Nonprofit Bookshelf </li></ul><ul><li>Nonprofit Consultant </li></ul><ul><li>Nonprofit Consulting </li></ul>11/03/2008
    43. 43. More social networking… 11/03/2008
    44. 44. <ul><li>What are they? </li></ul><ul><li>Why are they useful and how do you use them? </li></ul><ul><li>Examples </li></ul>11/03/2008
    45. 45. Using wikis <ul><li>Create information that can be edited </li></ul><ul><li>Great way to get feedback </li></ul><ul><li>Incredibly useful for intra-office communications </li></ul><ul><li>Conference documentation </li></ul><ul><li>Ask supporters to post photos, stories, and recommendations related to a cause </li></ul>11/03/2008
    46. 46. Using wikis con’t… <ul><li>Hosting sites can range in price </li></ul><ul><li>Check the design functions and editing tools </li></ul><ul><li>Create guidelines for using the Wiki as you would with a listserv or other system </li></ul>11/03/2008
    47. 47. Examples <ul><li>Wikipedia </li></ul><ul><li>Nonprofit Congress - Work With Me </li></ul><ul><li>Next Generation Leadership Forum </li></ul>11/03/2008
    48. 48. 11/03/2008
    49. 49. Videos, music, and photo examples <ul><li>Let Us Rise/The People’s Platform Campaign </li></ul><ul><li>The Aspen Institute & V3 Campaign </li></ul><ul><li>Aspen Institute </li></ul><ul><li>Semshae </li></ul>11/03/2008
    50. 50. Podcast Examples <ul><li>SSIR </li></ul><ul><li>BoardSource </li></ul><ul><li>Nonprofit Bootcamp Online </li></ul><ul><li>Nolo </li></ul>11/03/2008
    51. 51. Listservs <ul><li>Use code to allow people to sign up for your listserv through your website or blog </li></ul><ul><li>Listservs are a web 1.0 version of conducting discussions </li></ul><ul><li>Better ways for discussion now, but still a very useful tool </li></ul><ul><li>Send blog postings to a listserv </li></ul><ul><li>Digest options </li></ul>11/03/2008
    52. 52. Resources: Websites <ul><li>Mobilizing Generation 2.0 </li></ul><ul><li>Nonprofit Technology Network (NTEN) </li></ul><ul><li>Network for Good </li></ul><ul><li>Netsquared </li></ul><ul><li>ePhilanthropy Foundation </li></ul>11/03/2008
    53. 53. Resources: Reading <ul><li>Mobilizing Generation 2.0 , Ben Rigby </li></ul><ul><li>I’m on Facebook, Now What?, Jason Alba and Jesse Stay </li></ul><ul><li>I’m on LinkedIn, Now What? , Jason Alba </li></ul><ul><li>Facebook for Dummies , Carolyn Abram and Leah Perlman </li></ul><ul><li>Blogging for Dummies , Susannah Gardner and Shane Birley </li></ul>11/03/2008
    54. 54. Selling social media <ul><li>Build into current fundraising plan </li></ul><ul><li>Have personal experience using it </li></ul><ul><li>Just like any other fundraising tool </li></ul><ul><li>Ask knowledgeable staff to partner with staff new to web 2.0 tools </li></ul><ul><li>Ease fears and build confidence </li></ul><ul><li>Start slowly: blogging and social networking </li></ul>11/03/2008
    55. 55. Next steps <ul><li>Start at home </li></ul><ul><li>What questions do you have? </li></ul><ul><li>What, if anything, do you think will be useful for you and your clients? </li></ul><ul><li>What concerns do you have? </li></ul><ul><li>Can you think of one client who might use a new social media tool and how? </li></ul>11/03/2008
    56. 56. Beth Kanter on Social Media <ul><li>“ Web 2.0 social media tools offer many possibilities for nonprofits to raise awareness of their work, connect with younger donors, raise money, find volunteers, and achieve other tangible benefits. There are challenges, of course, but these can be mitigated with low-risk forms of experimentation and learning in order to reap powerful rewards.” (Rigby, 2008) </li></ul>11/03/2008
    57. 57. THANK YOU! <ul><li>For questions or more information… </li></ul><ul><li>Emily Davis, MNM </li></ul><ul><li>President and Lead Consultant </li></ul><ul><li>EDA Consulting </li></ul><ul><li>15861 Paseo Del Sur </li></ul><ul><li>San Diego, CA 92127 </li></ul><ul><li> </li></ul><ul><li> </li></ul>11/03/2008