Using Social Media as a Fundraising Tool


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The use of social media as a communications and fundraising tool is becoming more popular in the nonprofit sector, but does your organization have a clear understanding and plan of how social media can increase funds raised for Colorado Gives Day? Learning ways to leverage social media for your cultivation and stewardship strategies will benefit your organization’s fundraising efforts for this important day of giving.

In this educational session we will:

• Investigate options for using social media as a fundraising tool.
• Identify strategies and tools for your organization to raise money through on Colorado Gives Day.
• Learn how to steward current donors through social media.
• Identify and engage online organizational ambassadors who can connect your cause to new supporters.
• Develop online engagement strategies for organizational staff, board members, volunteers and current donors.

Published in: Government & Nonprofit
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Using Social Media as a Fundraising Tool

  1. 1. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   AS A… Emily Davis Consulting August 7, 2014 9:00 – 10:30 a.m. The webinar will start shortly! 800. 891. 8357 Access Code: 8985911 @ColoradoGives #COGivesDay (720) 898-5900
  2. 2. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   Colorado Gives Day is… Tuesday, December 9, 2014 24 hours Online through Profile Deadline: Wed., August 20, 5 pm New Nonprofits: Submit profile for review Existing Nonprofits: Submit updates @ColoradoGives #COGivesDay (720) 898-5900
  3. 3. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   HOST Featuring Dana Rinderknecht Director of Online Giving Community First Foundation Emily Davis President Emily Davis Consulting @ColoradoGives #COGivesDay (720) 898-5900
  4. 4. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   WHO AM I? •  Nonprofit professional –  Staff –  Board member –  Volunteer •  Founder –  YNPN San Diego –  Global Shapers Boulder Hub –  Women Give San Diego •  Late adopter •  Translator •  Fundraising and the Next Generation author •  21/64 multigenerational family philanthropy consultant •  BoardSource CGT •  Masters in Nonprofit Management @ColoradoGives #COGivesDay (720) 898-5900
  5. 5. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   TURN ON YOUR TECH Follow the conversation… @AskEmilyD @ColoradoGives #COGivesDay #Socialmedia #fundraising @ColoradoGives #COGivesDay (720) 898-5900
  6. 6. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   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.” (Fine and Kanter, 2010) @ColoradoGives #COGivesDay (720) 898-5900
  7. 7. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   @ColoradoGives #COGivesDay (720) 898-5900
  8. 8. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   WHAT STINKS ABOUT SOCIAL MEDIA? •  Time investment •  New communication platform •  Always evolving •  Participation in new technology •  Transparency •  Loss of control @ColoradoGives #COGivesDay (720) 898-5900
  9. 9. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   WHAT ROCKS ABOUT SOCIAL MEDIA •  Additional tool •  STEWARDSHIP •  Build relationships •  Tell your story •  Transparency •  Get feedback •  Cost effective & green •  Quick & easy! @ColoradoGives #COGivesDay (720) 898-5900
  10. 10. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   SOCIAL MEDIA LIFECYCLE @ColoradoGives #COGivesDay (720) 898-5900
  11. 11. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   TEN TIPS FOR USING SOCIAL MEDIA @ColoradoGives #COGivesDay (720) 898-5900
  12. 12. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   “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.” - Ted Hart and Michael Johnston in Fundraising on the Internet @ColoradoGives #COGivesDay (720) 898-5900
  13. 13. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   10 TIPS FOR USING SOCIAL MEDIA 1. Social media is A tool not THE tool 2. Social media is a plant 3. Add value 4. Two way street 5. Prospecting, cultivation, stewardship 6. Philanthropy’s next generation 7. It ain’t free 8. Not everyone “Diggs” social media 9. Selling social media 10. Have a plan @ColoradoGives #COGivesDay (720) 898-5900
  14. 14. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   COMMUNICATIONS EVOLUTION Traditionalists Postal Mail Phone calls Boomers Television Facebook Email Generation X Websites E- newsletters Email Millenials (Gen Y) Social Media Websites Mobile Generation Z ??? Adapt or die! Every generation teaches us new technology @ColoradoGives #COGivesDay (720) 898-5900
  15. 15. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   SOCIAL MEDIA IS A PLANT @ColoradoGives #COGivesDay (720) 898-5900
  16. 16. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   WHAT SEEDS HAVE YOU PLANTED? •  Up-to-date database •  Specific, targeted outreach •  Phone calls •  In person meetings •  Website •  E-newsletter •  Social media postings •  Matching gifts •  Challenge grants @ColoradoGives #COGivesDay (720) 898-5900
  17. 17. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   ADD VALUE •  Position yourself as an expert •  Why your org? •  What’s your impact? @ColoradoGives #COGivesDay (720) 898-5900
  18. 18. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   TWO – WAY STREET •  Be ready to respond •  Don’t wait to comment •  Offer ideas •  Ask questions •  Welcome feedback •  Celebrate successes •  Educate and share impact @ColoradoGives #COGivesDay (720) 898-5900
  19. 19. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   SOCIAL MEDIA POLICIES @ColoradoGives #COGivesDay (720) 898-5900
  20. 20. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   NONPROFIT LADDER OF ENGAGEMENT Awareness about service or giving Interest in learning about service or giving Desire to buy service from org or donate Action when service purchased or donation is made @ColoradoGives #COGivesDay (720) 898-5900
  21. 21. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal asks Committee and board involvement PLANNED GIFTS Personal asks, personal involvement, Could be anyone! @ColoradoGives #COGivesDay (720) 898-5900
  22. 22. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   SOCIAL MEDIA LADDER OF ENGAGEMENT Happy bystanders (Listen) Spreaders (Share) Clients (Money) Evangelists (Ask) Instigators (Create) *© 2010 Beth Kanter @ColoradoGives #COGivesDay (720) 898-5900
  23. 23. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   RELATIONSHIPS DON’T CHANGE •  Cultivate, steward, & solicit •  Recognize •  Multi-channel communications •  Meet one-on-one •  Develop ambassadors •  Stewardship rather than solicitation •  Effective database @ColoradoGives #COGivesDay (720) 898-5900
  24. 24. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   @ColoradoGives #COGivesDay (720) 898-5900
  25. 25. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   THE NEXT GENERATION @ColoradoGives #COGivesDay (720) 898-5900
  26. 26. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   @ColoradoGives #COGivesDay (720) 898-5900
  27. 27. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   IT AIN’T FREE “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.” @ColoradoGives #COGivesDay (720) 898-5900
  28. 28. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   NOT EVERYONE “DIGGS” SOCIAL MEDIA @ColoradoGives #COGivesDay (720) 898-5900
  29. 29. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   INVESTING IN SOCIAL MEDIA @ColoradoGives #COGivesDay (720) 898-5900
  30. 30. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   WHY SOCIAL MEDIA AT ALL? •  Position as an expert •  Connect & collaborate •  New resources & ideas •  Outreach & awareness •  Develop brand •  Low cost @ColoradoGives #COGivesDay (720) 898-5900
  31. 31. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   WHY #COGIVESDAY? •  Opportunity for pilot campaign •  Longitudinal data across years •  Motivation for sharing stories online •  Cross-organizational participation •  Great for new donors and annual givers •  Increase awareness & branding •  Galvanize volunteers •  It’s fun! @ColoradoGives #COGivesDay ColoradoGives.or g (720) 898-5900
  32. 32. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation @ColoradoGives #COGivesDay (720) 898-5900
  33. 33. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   Discovery Environmental scan Strategy sessions Target audiences Channel identification Topic areas Documentation Best practices Start small & slow Calendar dashboard Measurement strategies Implementation Staff Brand identity Content per channel Collaboration Personal/professional boundaries Adjust as needed THE PLANNING PROCESS @ColoradoGives #COGivesDay (720) 898-5900
  34. 34. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   PLATFORMS & STRATEGIES •  Facebook Page •  Blog, Twitter •  YouTube •  LinkedIn Group, Company, Profiles •  Pinterest •  Other? •  Matching opportunities •  Challenge grants •  Connect to specific programs •  Demonstrate impact •  Be ready to steward! @ColoradoGives #COGivesDay (720) 898-5900
  35. 35. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   #COGIVESDAY – 1 MONTH OUT •  Increase postings •  Focus on excitement •  Build on importance of the day •  Invite stakeholders to follow & engage in your social media efforts •  Begin promoting scheduled donations •  Use #COGivesDay hashtag @ColoradoGives #COGivesDay (720) 898-5900
  36. 36. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   2 WEEKS OUT •  Reach out to specific donors •  Increase specific calls to action •  Share the impact and importance of donations •  Identify matching and challenge funding opportunities @ColoradoGives #COGivesDay (720) 898-5900
  37. 37. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   1 WEEK OUT •  Encourage pre-scheduled donations •  Provide specific tips for donors to participate in #COGivesDay •  Remind donors about the details: –  Date and 24 hour cycle –  Impact •  Use publicity and previous momentum to drive action •  Schedule postings to go out on #COGivesDay @ColoradoGives #COGivesDay (720) 898-5900
  38. 38. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   CO GIVES DAY •  Post stories, press releases, videos •  Engage in online dialogue – ask questions, respond •  Update progress towards your goal •  Acknowledge donors and celebrate the impact! @ColoradoGives #COGivesDay (720) 898-5900
  39. 39. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   FOLLOW UP •  Debrief your strategy – what worked and what didn’t? •  Post and share success stories across all stakeholders •  Share and demonstrate impact •  Acknowledge donations and donors •  Have a plan for stewarding individuals for the future @ColoradoGives #COGivesDay (720) 898-5900
  40. 40. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   5 THINGS TO DO TODAY ① Make a plan ② Watch other orgs ③ Attend trainings & ask for support ④ Invite participation ⑤ Support new ideas @ColoradoGives #COGivesDay (720) 898-5900
  41. 41. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   PLEASE DON’T •  Ignore stakeholder input •  Make it hard to participate •  Stray from being unique •  Talk all about yourself •  Forget to acknowledge, connect to impact @ColoradoGives #COGivesDay (720) 898-5900
  42. 42. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   ü Social media is as much art as it is science. ü Every org has different experiences. ü We are all learning. ü Social media is always evolving. ü Ten Tips to Using Social Media as a foundation. ü Listen and learn! @ColoradoGives #COGivesDay (720) 898-5900
  43. 43. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   @ColoradoGives #COGivesDay (720) 898-5900
  44. 44. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   PRINT RESOURCES •  Fundraising and the Next Generation •  The Networked Nonprofit •  Measuring the Networked Nonprofit •  The Complete Facebook Guide for Small Nonprofits •  Twitter Jump Start: The Complete Guide for Small Nonprofits @ColoradoGives #COGivesDay (720) 898-5900
  45. 45. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   ONLINE RESOURCES •  Front Range Source •  Cultivation Center •  Nonprofit Technology Network (NTEN) •  Network for Good • •  IdealWare • •  Alltop Nonprofit •  Beth’s Blog (Kanter) •  4Good •  John Haydon •  frogloop @ColoradoGives #COGivesDay (720) 898-5900
  46. 46. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   Emily Davis, MNM Emily Davis Consulting (720) 515-0581 @ColoradoGives #COGivesDay (720) 898-5900
  47. 47. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   Facebook Badge Facebook Cover Photo FACEBOOK GRAPHICS Badges are available on the Nonprofit Toolkit page @ColoradoGives #COGivesDay (720) 898-5900
  48. 48. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   REMINDERS Informational Videos •  Colorado Gives Day: Key Facts •  The Nonprofit Toolkit – Your Marketing Resource •  Marketing: Best Practices •  Incentive Fund & Prizes (Sept.) •  How to Measure Results (Sept.) Located on Nonprofit Toolkit at Webinars •  Nurturing Long-Lasting Relationships with Your Donors (recorded) •  Creative Marketing for Colorado Gives Day - September •  Countdown to Colorado Gives Day - October Registration coming soon in Nonprofit Toolkit or via e-newsletters and Facebook Visit  the   Nonprofit  Toolkit  page   for  recordings  and   registra6on   https:// www.coloradogives .org/cogivesday/ nonprofitToolkit   @ColoradoGives #COGivesDay (720) 898-5900
  49. 49. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   READ BLOG FOR TIPS AND INSIGHTS @ColoradoGives #COGivesDay (720) 898-5900
  50. 50. /emilydavisconsulting /AskEmilyD Give  Where  You  Live   Resources Website Visit Nonprofit Toolkit • Logos, Key Messages, FAQs, ads, templates, info videos and more! eNewsletters ColoradoGives eNewsletters Archived on Nonprofit Resource pg Help Sessions Sign up through Facebook or on Nonprofit Resources Page Social Media Twitter Hashtag #COGivesDay Contact Us 720.898.5900 @ColoradoGives #COGivesDay (720) 898-5900