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Social Media as a Fundraising Tool

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Social Media as a Fundraising Tool for University of Denver 2012

Social Media as a Fundraising Tool for University of Denver 2012

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  • Introductions Your name and role/title Experience with social media What brings you to this training? What is one burning question you want answered? Question 1: What are your fears? That ’s for the younger generations. I don ’t have time to learn. It ’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don ’t know how to use “it.” I ’m worried about my privacy. I use some social media and it won ’t work. Question 2: What are benefits to using social media? Donor recruitment, cultivation, & STEWARDSHIP Build relationships Viral recommendations Leverage networks Get feedback Cost effective & green Communicate your cause: Tell your story Bring people to the inner circle Transparency Test ideas It’s where the next gen IS! Question 3: What are drawback to using social media? Loss of control Time investment New communication structure Engagement – internal & external Transparency 6/19/12 www.edaconsulting.org EDA Consulting LLC
  • That ’s for the younger generations. I don ’t have time to learn. It ’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don ’t know how to use “it.” I ’m worried about my privacy. I use some social media and it won ’t work. What are some comments you ’ve heard about social media, particularly as it relates to using social media? Lisa Parker from the Lawrence Welk Family Foundation just shared in a session how her mom, Shirley Fredricks, was on Facebook before she was…Shirley actually encouraged Lisa to start using it. DON ’T MAKE ASSUMPTIONS! My mom was watching MTV and playing Nintendo before I ever was. The whole point to social media is that it is EASY and ACCESSIBLE…young people who use it need/want something that is quick and simple. Maybe the current strategies work, but they will be outdated pretty quickly as technology continue to evolve. Social media is here and it will continuing growing and evolving so it make sense to learn about it and use it now. EDA Consulting
  • EDA Consulting LLC 6/19/12 www.edaconsulting.org
  • The new technology and information is going to happen whether you are a part of it or not. It ’s important that you consider this as a tool. Learning how to use technology now will help as it continue to develop and advance…the longer you wait the harder it will get. There are ways to protect information, but having so much access is a risk. If you think your personal information isn ’t already out there you are wrong. Just be smart about managing the information. Maintenance EDA Consulting
  • Social media is like an organizational life cycle You adjust to the different stages related to your capacity, to different tools and resource This is a spectrum – where do you find yourself in that spectrum? Know where you are so you can know where to go. 6/19/12 www.edaconsulting.org EDA Consulting LLC
  • EDA Consulting LLC 6/19/12 www.edaconsulting.org
  • Plan that links online communications to programs/mission. Select, targeted social media platforms . Skills and commitment to using social media. Organizational investment in the power of social media. Organizational culture that is open to networking. Willingness to listen, learn and adapt to advance organization’s brand online. Measurement and evaluation strategies. Ability to take small steps that will build on themselves. 6/19/12 www.edaconsulting.org EDA Consulting LLC
  • EDA Consulting
  • It is important to have some insurance when it comes to social media. Very infrequently have I seen posts, comments, etc. that are inappropriate for the platform, but you want to be prepared.  Be sure to outline the purpose of your social media tools, how to use the tools, what is acceptable, and what will not be tolerated including spam.  Always reserve the right to ask someone not to participate or block them from posting. A good example is a nonprofit network I consult for - it is not appropriate to post information that is related to real estate on a nonprofit-focused network.  Be sure to have action steps clearly outlined in your policy when someone has violated that policy. EDA Consulting
  • Cost – Care2 determined that its per-friend acquisition cost on MySpace was $12.27 Rinse and repeat EDA Consulting
  • EDA Consulting LLC 6/19/12 www.edaconsulting.org
  • EDA Consulting LLC 6/19/12 www.edaconsulting.org
  • EDA Consulting
  • I like blogging better than e-newsletters… Some people use them for their main websites – can make it as simple or sophisticated as you like. Start with an internal blog before starting one that you share with your donors. Readers are able to comment and share information Use resources like Feed Burner, Feed Blitz and Google analytics Some groups and campaigns can provide a platform where supporters can operate their own blogs through that org or campaign (Obama is a good example of this) EDA Consulting
  • From Mobilizing Generation 2.0 (Ben Rigby, 2008) EDA Consulting
  • Every time you post a comment on another blog it links back to yours. I am a guest blogger for NP2020, NCNA, BlogHer and others…helps to promote my cause and my knowledge. Blogging makes your org more transparent and responsive….new structure! EDA Consulting
  • 10/12/11 EDA Consulting Social Media Training Series Nonprofit Cultivation Center
  • It was created in March 2006 by Jack Dorsey and launched that July. The service rapidly gained worldwide popularity, with over 300 million users as of 2011, [6] generating over 300 million tweets and handling over 1.6 billion search queries per day. [3][8][9] It has been described as "the SMS of the Internet." [10] EDA Consulting
  • EDA Consulting
  • What are you focusing on? What are you doing right now? EDA Consulting
  • Twitter isn’t the point, it’s about relationships and people give to people Build your community of supporters first Be clear about your funding request and its impact Be enthusiastic to create viral recommendations Who is behind the scenes to bring donors in and take them to the next level? Recognition? One-on-one interactions still count – be sure to meet with people one on one Don’t over ask and over plan – know that your message could go viral and will be in the hands of others Recognize your donors and volunteers online Provide online status reports Provide relationships into the future… don’t let your message and fund raising end after your Twitter campaign Evaluate and revise for next campaign EDA Consulting
  • A great way to send information to your supporters that will show in their profile wall without overwhelming their inboxes. EDA Consulting
  • People are more likely to donate to a project rather than just general operating Causes are not just for raising money, but as a portal to direct them to your website. In 2009, the vast majority of nonprofits were not really using Causes Why are you on Causes? What do you want to accomplish? Causes are based on people reaching out to their own networks to help advocate, build awareness and raise money for your organization – you’ve got to keep those people engaged by adding value and making specific calls to action EDA Consulting
  • People are more likely to donate to a project rather than just general operating Causes are not just for raising money, but as a portal to direct them to your website. In 2009, the vast majority of nonprofits were not really using Causes Why are you on Causes? What do you want to accomplish? Causes are based on people reaching out to their own networks to help advocate, build awareness and raise money for your organization – you’ve got to keep those people engaged by adding value and making specific calls to action EDA Consulting
  • EDA Consulting
  • EDA Consulting
  • EDA Consulting
  • Use strategy to build from where you are. EDA Consulting
  • Reeves Fdn: Just by having one manager post 2 – 3 times per week, their page visits went up 60% and their unique visitors increased by 26% Livestrong: Twitter is their number ONE referring site Sierra Club: Give hints and tips, answer your questions, inside scoop on news and politics, expert blogs EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
  • EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
  • EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
  • 6/19/12 www.edaconsulting.org EDA Consulting LLC

Social Media as a Fundraising Tool Social Media as a Fundraising Tool Presentation Transcript

  • Social Media as aFundraising Tool Emily Davis, MNM EDA Consulting LLC www.edaconsulting.org
  • The Power of Social Mediaedaconsulting.org Social Media as a Fundraising Tool
  • What are your fears?edaconsulting.org Social Media as a Fundraising Tool
  • • Recruitment, cultivation, STEWARDSHIP • Build relationships • Tell your story • Bring people into your organization • Transparency • Get feedback • Cost effective & green • Quick & easy!edaconsulting.org Social Media as a Fundraising Tool
  • Cons to Using Social Media • Loss of control • Time investment (training, maintenance ) • New communication structure • Ideas and opinions that are shared may change over time • Getting staff/board investment in new technology • Transparencyedaconsulting.org Social Media as a Fundraising Tool
  • Social Media Lifecycleedaconsulting.org Social Media as a Fundraising Tool
  • Crawl Characteristics Areas of Improvement First Steps Not using social media  Need basic marketing 1. Develop consistently plan (i.e. branding, print communications materials, online strategy (audience, Resistant to change outreach, etc.) goals & objectives, etc.) Struggle with control  Leadership-driven change in culture to 1. Listen & develop online adopt online presences engagement 1. Leadership initiated discussion about engagement edaconsulting.org Social Media as a Fundraising Tool
  • Walk Characteristics Areas of Improvement First Steps Using 1 or more  Learn & use best practices 1. Low-risk pilot program social media to demonstrate ROI platforms, but not  Focus on 1 – 2 social consistently media platforms 1. Build implementation capacity internally Online presence  Need to link to campaign, connected to program(s), objective(s) 1. Create/revise social marketing goals media policy  Need to link goals, objectives, and activities 1. Integrate and document  Need to identify audiences measurement data  Collect data for measurement edaconsulting.org Social Media as a Fundraising Tool
  • Run Characteristics Areas of First Steps Improvement Strategic use of multiple  Need more 1. Social media staff social media tools sophisticated trains & coaches other measurement tools org staff Part time of full time staff for digital communications  Find ways to increase 1. Research more more involvement sophisticated Board using social media from staff across the measurement data, in governance organization tools, and processes Social media usage 1. Evaluate, revise integrated throughout org strategies Has developed 1. Share success stories relationships & with other orgs technology integration edaconsulting.org Social Media as a Fundraising Tool
  • Fly Characteristics  Embracing culture of learning  Use social media data to help the leadership guide decisions  Demonstrate clear and compelling results  Networked with other organizations showing similar success  Internalized social media communication best practices including:  Strategy  Implementation  Integration  Evaluationedaconsulting.org Social Media as a Fundraising Tool
  • What do you need for great social media work?• A plan linking efforts to • Culture that embraces programs & mission social media• Selected, targeted • Willingness to listen, social media platforms learn, & adapt• Skills & commitment to • Measurement & eval using social media strategies• Organizational • Ability to take small investment steps to build fromedaconsulting.org Social Media as a Fundraising Tool
  • Ten Tips for Using Social Mediaedaconsulting.org Social Media as a Fundraising Tool
  • Ten Tips for Using Social Mediaedaconsulting.org Social Media as a Fundraising Tool
  • Purpose Goals & Objectives Tools & Implementation Engagement Insurance Measurement Elements of a social media planedaconsulting.org Social Media as a Fundraising Tool
  • Why Plan?• Map for activities• Explain why you are using social media• Measurement• Clear guidelines, expectations• Other?edaconsulting.org Social Media as a Fundraising Tool
  • Identify Purpose(s) Learn more about social media Reach a different demographic Connect more with a current demographic Access other research or resources Promote brand/event/idea/product Communicate Share your story Other?edaconsulting.org Social Media as a Fundraising Tool
  • Goal and Objectives Increase website traffic Sell more product Share ideas Learn about resources in your field Promote an event or idea Develop your brand Test ideas Other?edaconsulting.org Social Media as a Fundraising Tool
  • Tools and Implementation• Blog • Facebook – How often will you blog? – Profile/Group/Page – What will you blog about? – Who will manage? – Who will blog? – Facebook Ads?• Twitter – Will you link to Twitter? – How often will you tweet? Ping? – What will you tweet • LinkedIn about? – Group and subgroups? – How will you track? – Who will you invite to join? – Who will you follow? – Who will be admins? – Who will tweet? – How often will you post?edaconsulting.org Social Media as a Fundraising Tool
  • Implementation Who will manage your social media? Who will contribute to your social media?  Board members  Staff members  Volunteers  Stakeholders Way to tell your organization’s story Ask questions Solicit dialogueedaconsulting.org Social Media as a Fundraising Tool
  • Some Insurance Keep it simple, but include: Purpose of the social media tool or online sharing Who can use the online tools What is your org’s purpose in using these tools Examples of information that should be shared User guidelines Consequences for violation(s) Reconfirm commitment to missionedaconsulting.org Social Media as a Fundraising Tool
  • Evaluation Examples Record website hits Track with Bit.ly or tinyurl Use hashtags to track posts Are you listed? (Twibes) Facebook Ads Feedburner/ Feedblitz Record/note how many people:  Become a fan/ Join a group  Send links  Recruit other friends  Promote on their profile, blog, website Cost: Care2 ROI calculatoredaconsulting.org Social Media as a Fundraising Tool
  •  There is NO judgment about where your organization falls on the spectrum. Social media is a process! Social media is as much art as it is science. Social media is always evolving – emerging technology is always changing as is our learning. Ten Tips to Using Social Media are a foundation for any social media.edaconsulting.org Social Media as a Fundraising Tool
  • Please Don’t• Be inauthentic• ONLY ask for money• Speak at your followers• Ignore stakeholder input• Make it hard to participate• Stray or ignore your planedaconsulting.org Social Media as a Fundraising Tool
  • Blogging, Twitter, FACEBOOK & Linkedinedaconsulting.org Social Media as a Fundraising Tool
  • Why is a blog useful? • Face & voice to campaigns • Share org news • Build community • Tell your story • Personal connection • Deepen relationships • Share opinions & personalize work • Organizational history online • Internal, organizational communications • Dynamic contentedaconsulting.org Social Media as a Fundraising Tool
  • Blogging Stats for Fundraisers• 12 million Americans • Online 6% more than blog average Internet user• Over half of Americans • Incomes greater than read blogs $75,000• 11% more likely to • 55% more visitors purchase online then • 97% more links to the average Internet website – drives traffic user & SEO• Make more purchases onlineedaconsulting.org Social Media as a Fundraising Tool
  • Blog Best Practices • Plan and be consistent • Two-way communication • Everyone participates • Network within the blogging community • Let go of some control • Promote your blog • Cross communicateedaconsulting.org Social Media as a Fundraising Tool
  • Sample Blog Topics• Organizational announcements• Program and organizational successes• News and resources related to organizational mission – ask permission!• Volunteer/board/client spotlights• Videos and interviews• Call for support – donations, volunteers, board recruitment• Guest opinionsedaconsulting.org Social Media as a Fundraising Tool
  • What is Twitter?• Microblogging• Real time access to info• Succinct communication (140 characters)• Branding• Marketing & outreach• Education• Online community• Donor engagementedaconsulting.org Social Media as a Fundraising Tool
  • Why Use Twitter?• 4 billion tweets in first • Access new audiences quarter of 2010 • Ask and listen to what• Viral recs people are talking about• Build a network easily • Get advice• Recruit people Share • Learn from others links & ideas quickly • Promote your website other partner website and• Low-cost knowledge• Provide information • Hone your messaging for across networks programs and fundraising• Educationedaconsulting.org Social Media as a Fundraising Tool
  • Creating Content • Ask questions of yourself • Watch what others post about • Ask people what they are interested in • Follow topics • Retweet! • Blog posts • Website content • Picturesedaconsulting.org Social Media as a Fundraising Tool
  • Twitter To Dos• Tweet 5 – 20 times per day (includes RTs)• Identify hashtags• Thank those who follow you thru DM• Search for people to follow• Choose a social media dashboard tool• Share info with people beyond your inner circle• Explore lists• Paper.liedaconsulting.org Social Media as a Fundraising Tool
  • Tweetraising• Twestival: Raised $250,000 for charity: water (2009)• Tweetsgiving: $11,000 in 48 hours• Twollars• Tweet4Good• Challenges• Matching giftsedaconsulting.org Social Media as a Fundraising Tool
  • edaconsulting.org Social Media as a Fundraising Tool
  • Facebook Pages• Fans instead of Friends • Content shows up in• Page = Business profile fans’ walls• Share – badges, thru • Recommended for profile wall businesses, npos,• Applications (i.e. celebrities, brands Twitter) • Purchase ads for• Event creation promotion • Become a fan of other pagesedaconsulting.org Social Media as a Fundraising Tool
  • Facebook Cause• 46% increase in online giving between 2008 & 2009• Nonprofits have raised $26 million using • Specific calls to action Causes • Project-based• Causes can now publish campaigns to news feeds • Peer-to-peer• Portal to your website fundraising (birthdays)edaconsulting.org Social Media as a Fundraising Tool
  • Facebook Cause• 2.3 million monthly users How to…• Nonprofits have raised •http://www.youtube.com/ $30 million using Causes watch?v=GmLwBNEqmcg• Specific calls to action •http://www.fundraising12• Project-based campaigns 3.org/article/starting-• Peer-to-peer fundraising cause-facebook• Share stories & track success• Portal to your websiteedaconsulting.org Social Media as a Fundraising Tool
  • edaconsulting.org Social Media as a Fundraising Tool
  • Why Use LinkedIn?• Groups provide • Provide information resources (give and across networks receive) • Education• Learn from others • Access new audiences• Build a network easily • Ask and listen to what• Recruit people people are talking about • Promote your mission• Share links & ideas • Hone your messaging quickly • Low-cost/ FREE!edaconsulting.org Social Media as a Fundraising Tool
  • LinkedIn Groups• Similar to Facebook• Create subgroups• Create discussion topics• Share news links• Ask questions• Share organizational newsedaconsulting.org Social Media as a Fundraising Tool
  • Understanding Social Networks“Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing very big quickly and inexpensively.” (Fine and Kanter, 2010)edaconsulting.org Social Media as a Fundraising Tool
  • Social Media Examplesedaconsulting.org Social Media as a Fundraising Tool
  • Print Resources• Fundraising and the Next Generation• The Networked Nonprofit• I’m on Facebook, Now What?• I’m on LinkedIn, Now What?• Mobilizing Youth 2.0• The Complete Facebook Guide for Small Nonprofits• Twitter Jump Start: The Complete Guide for Small Nonprofitsedaconsulting.org Social Media as a Fundraising Tool
  • Online Resources• Socialbrite.com• IdealWare• Mashable.com• Nonprofit Technology Network (NTEN)• Alltop Nonprofit• Beth Kanter: http://beth.typepad.com/• Social Media Plan Outline: www.ideaencore.com• www.delicious.com/coloradononprofithelpdesk• A. Fine Blog• frogloopedaconsulting.org Social Media as a Fundraising Tool
  • Thank You! Emily Davis, MNM EDA Consulting LLC (720) 515-0581 emily@edaconsulting.org www.edaconsulting.org www.edaconsulting.org/blog s www.Facebook.com/edanpo consulting Twitter: @edaconsultingedaconsulting.org Social Media as a Fundraising Tool