Social Media As A Fundraising Tool Webinar Training 5.6.09
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Social Media As A Fundraising Tool Webinar Training 5.6.09

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What is social media? What is web 2.0? Why should I care and how is it going to impact my bottom line? Around every corner you turn these days we hear about social media, bloggers, social networking. ...

What is social media? What is web 2.0? Why should I care and how is it going to impact my bottom line? Around every corner you turn these days we hear about social media, bloggers, social networking. The list goes on and on. EDA Consulting is hosting a low-cost webinar to show you just what these tools are, how you can use them, and how to connect them directly to fundraising and communications.

Using social media is just one tool for developing you fundraising and communications strategy. They are an entry point and can be used as part of a larger plan to help you achieve your funding goals. We will look at models such as Students for a Free Tibet and the Obama campaign as prime examples of how organizations can raise tens of thousands and even millions of dollars through social media. Just like that crazy thing called the internet, it looks as though social media is here to stay, so take a short time to learn more about it from the comfort of your own computer.

Emily Davis will facilitate the training, answer your questions, and help you to walk away with a clearer sense of what this whole social media concept is and how it can benefit you and your organization. For more details visit the EDA Consulting website. You will receive call in and log in instructions in your confirmation email and the day before the webinar.

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  • EDA Consulting

Social Media As A Fundraising Tool Webinar Training 5.6.09 Social Media As A Fundraising Tool Webinar Training 5.6.09 Presentation Transcript

    • Emily Davis, MNM
    • President,
    • EDA Consulting
    • 15861 Paseo Del Sur
    • San Diego, CA 92127
    • www.edaconsulting.org
    • www.edaconsultingcafe.blogspot.com
    Social Media as a Fundraising Tool 5/11/2009
  • EDA Consulting LLC May11, 2009
  • Web 2.0 Blogosphere Facebook ??????? Digg Bebo IM #?%!*?! LinkedIn Social Networking Podcasts Texting You Tube Websites/CSM RSS Feeds Listservs Ning Twitter Wikis Email E-Newsletters Mashups Ringtone Advocacy My Space 5/11/2009 Social Media as a Fundraising Tool
  • Overview
    • Introductions
    • Your name
    • Organization
    • Experience with social media
    5/11/2009 Social Media as a Fundraising Tool
  • What is Web 2.0?
    • “ 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.”
    • - Ben Rigby, Mobilizing Generation 2.0
    Social Media as a Fundraising Tool 5/11/2009
  • Fears about using social media
    • That’s for younger people. I’m too old
    • 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 fundraising strategies work just fine.
    • Our donors don’t know what “it” is or how to use “it.”
    • Don’t want my personal information out on the web.
    5/11/2009 Social Media as a Fundraising Tool
    • “ 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
    5/11/2009 Social Media as a Fundraising Tool
  • Fundraising Basics
    • Build trust and relationships
    • Build community support
    • Communicate message with supporters
    • Communicate message quickly and effectively
    • Branding and marketing
    • Cultivate current and prospective donors
    • Use multiple strategies to target various donor levels
    5/11/2009 Social Media as a Fundraising Tool
  • Benefits to social media
    • Build networks and community
    • Build relationships and trust – at a distance
    • Build donor base and gather emails
    • Tell your story – Put a face and a personality to your organization
    • Share information and resources quickly
    • Promote brand and cause
    • Transparency
    5/11/2009 Social Media as a Fundraising Tool
  • Building Community
    • “ 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.”
    • -ePhilanthropyFoundation.org
    5/11/2009 Social Media as a Fundraising Tool
  • Benefits to social media con’t…
    • Social and professional networking
    • Prospecting
    • Get feedback
    • Promote causes and connections – viral marketing
    • Cost effective and green
    • Cross city, state, and national boundaries
    • Open the door to collaboration opportunities
    5/11/2009 Social Media as a Fundraising Tool
  • People give to people
    • Social media outlets allow organizations to share their successes and let prospective donors and supporters move into the “inner circle.”
    • Building trust at a distance is a way to personally connect to other individuals without boundaries.
    • Use stories to help build connections and investment.
    5/11/2009 Social Media as a Fundraising Tool
  • Cons to using social media
    • Some loss of control
    • Time investment
    • New communication structure
    • Ideas and opinions that are shared may change over time
    • Getting staff/board investment in new technology
    • Transparency
    5/11/2009 Social Media as a Fundraising Tool
  • Goals and planning to use social media
    • Set goals & strategy for success
    • Create a calendar for messaging
    • Obtain board, staff, and volunteer buy-in and participation
    • Participate in personal use of social media
    • Have fun!
    5/11/2009 Social Media as a Fundraising Tool
  • A few words about websites (CMS)
    • CMS = Content Management System
    • It’s rare to see orgs without websites now
    • Website is the foundation for communication with the interested parties
    • Orgs should drive content and be able to manage it easily
    • Important to use best practices in website development with other online tools
    • Great place to hold all social media info
    5/11/2009 Social Media as a Fundraising Tool
    • What is it?
    • Why is it useful?
    • How do you set it up and blog?
    • Best practices
    • Examples
    5/11/2009 Social Media as a Fundraising Tool
  • Why blog?
    • “ 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.”
    • - Ben Rigby, Mobilizing Generation 2.0
    5/11/2009 Social Media as a Fundraising Tool
  • Stats…
    • 12 million Americans blog and over half of Americans read blogs.
    • Blog readers are 11% more likely than the average internet user to have incomes greater than $75,000.
    • Blog readers make more purchases online.
    • Blog readers spend 6% more online than the average Internet user.
      • Mobilizing Generation 2.0 , 2008
    5/11/2009 Social Media as a Fundraising Tool
  • Why is a blog useful?
    • Gives a face and a voice to a campaign.
    • Great communications and community-building strategy.
    • Make a personal connection with your stakeholders
    • Share opinions and personalize the mission.
    • Organizational history online
    • Internal, organizational communications
    5/11/2009 Social Media as a Fundraising Tool
  • How to set up a blog
    • Free blogging software:
      • Blogspot (Google), TypePad, Yahoo, WordPress
      • More at mobilizingyouth.org/blog_software
    • Blogging for Dummies
    • Set it up through an organization’s website
    • Clarify your goals and objectives
    • Select layout, logo, etc.
    • Blidget = blog widget
    5/11/2009 Social Media as a Fundraising Tool
  • Best practices
    • Blog on a consistent basis and plan
    • Ask questions and encourage feedback
    • Get everyone in organization to participate
    • Track participation: Feedburner
    • Strategically and frequently use keywords that are connected to your organization
    • Network within the blogging community
    • Let go of some control
    5/11/2009 Social Media as a Fundraising Tool
  • Microblogging
    • Just another way to share information and communicate
    • More branding and marketing
    • Shorter posts: 140 characters or less
    • Follow people – encourages them to follow you.
    • Connect to Facebook profile – Ping
    • SMS settings
    • TwitterFox, TweetDeck, TweetGenius, etc.
    5/11/2009 Social Media as a Fundraising Tool
    • “ 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.”
    • - Beth Kanter , Mobilizing Generation 2.0
    5/11/2009 Social Media as a Fundraising Tool
    • Questions?
    5/11/2009 Social Media as a Fundraising Tool
    • What is it?
    • Why is it useful?
    • How do you set it up and use it?
    • Best practices
    • Examples
    5/11/2009 Social Media as a Fundraising Tool
  • What is Facebook
    • “ 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. ”
    • - Carolyn Abram & Leah Perlman, Facebook for Dummies
    5/11/2009 Social Media as a Fundraising Tool
  • Facebook uses
    • Build a network of “Friends” easily
    • Recruit people to your “Group” “Page” or “Cause”
    • Share links and ideas quickly
    • Raise $$: low cost, friend-to-friend
    • Promote cause and campaigns to folks who might not otherwise access it – pledges, goals, and matching donations
    • Create and sign petitions
    5/11/2009 Social Media as a Fundraising Tool
  • Set up and features
    • Must have a personal profile to set up a Group or Cause.
    • Update your profile with as much information as possible.
    • Updates and notifications
    • Birthdays, People You May Know
    • Discussion Boards/Walls/Email/News Feeds/Events
    • IM
    5/11/2009 Social Media as a Fundraising Tool
  • Facebook Causes
    • Started in June 2008 by co-founder of Facebook
    • Most used application on Facebook with 27 million unique visits.
    • “ Microphilanthropy”
    • Corporate Partnerships – use current corporate connections to partner with a nonprofits through FB Cause.
    5/11/2009 Social Media as a Fundraising Tool
  • Facebook Causes
    • Need to show 501c3 status (Cause)
    • Admins can invite “friends” and make that visible on their profile.
    • Fundraising Goals
    • Action Centers help people track pledges, matches, amounts donated and raised.
    • Pledges – Recruits & funds
    • Share links, news, discussions
    5/11/2009 Social Media as a Fundraising Tool
  • Cause Best Practices
    • Take time exploring what motivates engagement
    • Ask for specific actions; encourage participation
    • Make communications short and exciting (think like you are on Twitter)
    • Post links to articles, resources, and video
    • Get people going to your website
    • Consider using advertisements
    5/11/2009 Social Media as a Fundraising Tool
  • Facebook Groups & Pages
    • Similar to Causes, but no fundraising aspect
    • Can create membership restrictions
    • Communicate discussions, links, pictures, videos and events
    • Invite friends on and off Facebook (must have a FB profile)
    • Groups – events
    • Pages – Fans
    5/11/2009 Social Media as a Fundraising Tool
  • LinkedIn
    • Great for recruiters
    • Can’t just create a profile and ignore it – nothing will magically happen.
    • Place your resume and professional information
    • Great place for recommendations
    • Create discussion topics
    • Need personal account to create a group account
    5/11/2009 Social Media as a Fundraising Tool
  • Ning
    • Need personal profile to join a social network
    • Still gaining momentum
    • “ Allows you to create a customized social network in a matter of minutes.” (Rigby, 2008)
    • Like Facebook for your own community.
    5/11/2009 Social Media as a Fundraising Tool
    • Questions?
    5/11/2009 Social Media as a Fundraising Tool
    • Evaluation
    • Organizational investment
    • Next Steps
    • Resources
    5/11/2009 Social Media as a Fundraising Tool
  • Social networking evaluation
    • Set goals:
      • Number of friends in group/cause and on mailing list
      • Volunteers
    • Record/note how many people:
      • Donate money
      • Send links
      • Recruit other friends
      • Promote on their profile, blog, website
    • Cost: Care2 ROI calculator
    5/11/2009 Social Media as a Fundraising Tool
  • Selling social media
    • Build into current plans
    • Have personal experience using it
    • Just like any other fundraising tool
    • Ask knowledgeable staff to partner with staff new to web 2.0 tools
    • Ease fears and build confidence
    • Start slowly: blogging and social networking
    • Everyone can participate
    5/11/2009 Social Media as a Fundraising Tool
  • Next steps
    • Start at home
    • What, if anything, do you think will be useful for you and your clients?
    • What concerns do you have?
    • Can you think of one client who might use a new social media tool and how?
    • Look for volunteers and other board or staff members who can help you.
    5/11/2009 Social Media as a Fundraising Tool
  • Beth Kanter on Social Media
    • “ 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)
    5/11/2009 Social Media as a Fundraising Tool
    • Questions?
    5/11/2009 Social Media as a Fundraising Tool
  • THANK YOU!
    • For questions or more information…
    • Emily Davis, MNM
    • President and Lead Consultant
    • EDA Consulting
    • 15861 Paseo Del Sur
    • San Diego, CA 92127
    • [email_address]
    • www.edaconsulting.org
    • www.edaconsultingcafe.blogspot.com
    5/11/2009 Social Media as a Fundraising Tool