Social Media for Fundraising Professionals Association of Fundraising Professionals June 18, 2009

Panelists Taryn Coles Director of Development-Northwest, Marquette University Bill Finn President, Finn Digital Patrick Price Director of Philanthropy, Milwaukee LGBT Community Center Amalia Schoone, CFRE President, In Progress Consulting

Taryn Coles Director of Development-Northwest, Marquette University

Bill Finn President, Finn Digital

Patrick Price Director of Philanthropy, Milwaukee LGBT Community Center

Amalia Schoone, CFRE President, In Progress Consulting

The Donor Pyramid: Fundraising Strategies Source: The Center on Philanthropy at Indiana University

Ladder of Effectiveness Personal: face-to-face Team of two One person Personal letter (on personal stationery) With telephone follow-up Without telephone follow-up Personal telephone With letter followup Without letter follow-up Personalized letter/Internet Telephone soliciation/phonathon Impersonal letter/direct mail/Internet Impersonal telephone/telemarketing Fundraising benefit/special event Door-to-door Media/advertising/Internet Source: The Center on Philanthropy at Indiana University

Personal: face-to-face

Team of two

One person

Personal letter (on personal stationery)

With telephone follow-up

Without telephone follow-up

Personal telephone

With letter followup

Without letter follow-up

Personalized letter/Internet

Telephone soliciation/phonathon

Impersonal letter/direct mail/Internet

Impersonal telephone/telemarketing

Fundraising benefit/special event

Door-to-door

Media/advertising/Internet

Your Questions (Summary) What is social media’s role in fundraising? How does it work? Accepted conventions, tools How can I be more effective? Success cases How do I blend personal and professional presences? How do I measure? What is the ROI? Follow me, but don’t be a stranger

What is social media’s role in fundraising?

How does it work?

Accepted conventions, tools

How can I be more effective?

Success cases

How do I blend personal and professional presences?

How do I measure?

What is the ROI?

Follow me, but don’t be a stranger

Getting a Better Understanding “ Kutcher had challenged CNN to the Twitter race, saying he would donate 10,000 mosquito bed nets to charity for World Malaria Day in late April if he beat CNN, and 1,000 if he lost. CNN agreed to do the same.”

“ Kutcher had challenged CNN to the Twitter race, saying he would donate 10,000 mosquito bed nets to charity for World Malaria Day in late April if he beat CNN, and 1,000 if he lost. CNN agreed to do the same.”

Online Reputation Public perception Your reputation, online When the audience searches for you When you need to research the audience Fishing where the fish are Beginning a strategy

Public perception

Your reputation, online

When the audience searches for you

When you need to research the audience

Fishing where the fish are

Beginning a strategy

Strategy vs. Tactics

Using Tools to Support Strategy What is it? How do I use it for my organization? How often should I use it? Who should use it? Online references, helpful tips

What is it?

How do I use it for my organization?

How often should I use it?

Who should use it?

Online references, helpful tips

Facebook http://www.facebook.com

http://www.facebook.com

Twitter http://www.twitter.com

http://www.twitter.com

LinkedIn http://www.linkedin.com

http://www.linkedin.com

Email Marketing

What kind of fundraising do you do?

Typical Case Study Annual fund drive Direct mail, email, personal asks Special events Golf Run/walk/bike Auction events Volunteer development Foundation/government grant writing Planned giving Community-building/Friend-raising

Annual fund drive

Direct mail, email, personal asks

Special events

Golf

Run/walk/bike

Auction events

Volunteer development

Foundation/government grant writing

Planned giving

Community-building/Friend-raising

Milwaukee LGBT Community Center Case

How to determine if you should use Demographic/audience capability Existing strategies What points of real-world community can be translated into online community Understand tools in the toolbox Time management HR management

Demographic/audience capability

Existing strategies

What points of real-world community can be translated into online community

Understand tools in the toolbox

Time management

HR management

Benefits of Using Social Media Analytics Immediate response/verification Increase community channels Increase opportunities for growth of community Increase visibility opportunities Ease, affordability of distribution Rapid two-way communication Measurement of community (breadth/reach) Collection/organization of resources

Analytics

Immediate response/verification

Increase community channels

Increase opportunities for growth of community

Increase visibility opportunities

Ease, affordability of distribution

Rapid two-way communication

Measurement of community (breadth/reach)

Collection/organization of resources

Be prepared Time commitment Staff commitment Volunteer commitment Frequency commitment Timeliness commitment

Time commitment

Staff commitment

Volunteer commitment

Frequency commitment

Timeliness commitment

Contact Us Patrick Price [email_address] Bill Finn [email_address] Twitter.com/finndigital LinkedIn.com /in/finndigital finndigital.com Download helpful documents: http://finndigital.com/afp

Patrick Price

[email_address]

Bill Finn

[email_address]

Twitter.com/finndigital

LinkedIn.com /in/finndigital

finndigital.com

Download helpful documents:

http://finndigital.com/afp

Questions How Facebook pages work How LGBT uses their page to raise money Posting to fans’ walls on facebook Twitter Details: Lexicographic conventions Third-party apps live twibe, tinyURLs, RT Fridays LinkedIn Find groups of interest Get messages out on LinkedIn Get profile 100% complete What do you use this stuff for? How has it been helpful personally and professionally, Role as fundrasing medium How do I belnd personal and professional presences? What is the best use of limited funds for maximum return on investment? are there any sort of metrics re: return on investment for social media? i.e. if my org allocates .25 FTE to manage our online communications, we do ### appeals/year virtually, what is our return on investment?

How Facebook pages work

How LGBT uses their page to raise money

Posting to fans’ walls on facebook

Twitter Details:

Lexicographic conventions

Third-party apps live twibe, tinyURLs, RT Fridays

LinkedIn

Find groups of interest

Get messages out on LinkedIn

Get profile 100% complete

What do you use this stuff for?

How has it been helpful personally and professionally,

Role as fundrasing medium

How do I belnd personal and professional presences?

What is the best use of limited funds for maximum return on investment?

are there any sort of metrics re: return on investment for social media? i.e. if my org allocates .25 FTE to manage our online communications, we do ### appeals/year virtually, what is our return on investment?