6 Steps to a Well-Measured Social Fundraising Campaign by @Kanter
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npEXPERTS from around the nonprofit sector have joined forces to bring you battle proven fundraising ideas and marketing tips. For the next few weeks you'll have the opportunity to listen to each of the nonprofit experts live. by Beth Kanter | @kanter
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6 Steps to a Well-Measured Social Fundraising Campaign by @Kanter
- 1. 9/5/2013 Footer 1 6 STEPS TO A WELL- MEASURED SOCIAL FUNDRAISING CAMPAIGN Practical ways to connect with supporters, activate donors, and raise money online. www.bit.ly/npEXPERTS #npEXPERTS | @franswaa
- 2. 9/5/2013 Beth Kanter | #npEXPERTS 2 NPEXPERTS > DOWNLOAD THE FREE EBOOK Connect with supporters, activate donors, and raise money online. Nonprofit experts share their extensive knowledge and expertise in: - Online marketing and fundraising - Email communication - Social media - Mobile engagement Download the npEXPERTS eBook and register for free webinars at www.blackbaud.com/npEXPERTS
- 3. 9/5/2013 Beth Kanter | #npEXPERTS 3 www.blackbaud.com/npEXPERTS
- 4. 9/5/2013 Beth Kanter | #npEXPERTS 4 TODAY’S NPEXPERT Beth Kanter www.BethKanter.org @Kanter
- 5. Measuring the Networked Nonprofit Beth Kanter Master Trainer, Author, Speaker and Blogger Blackbaud npEXPERTS Webinar Series
- 6. Beth Kanter: Master Trainer, Author, and Blogger
- 7. Winner of the 2013 Terry McAdam Nonprofit Book Award
- 8. Networked Nonprofits Data Informed How To Measure Social Fundraising Agenda #netnon Ask your question in the chat
- 9. Maturity of Practice Framework: Networked Nonprofits If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”
- 10. CRAWL WALK RUN FLY Where is your organization? Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Best Practices Measurement and learning in all above Communications Strategy Development Culture Change Network Building Many Free Agents work for you Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
- 11. Maturity of Practice: Crawl-Walk-Run-Fly Categories Practices CULTURE Networked Mindset Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping 1 2 3 4
- 12. The Data Informed Nonprofit
- 13. Crawl Walk Run Fly Lacks consistent data collection Data collection consistent but not shared Data from multiple sources Org Wide KPIs No reporting or synthesis Data not linked to results, could be wrong data System and structure for data collection Organizational Dashboard with different views, sharing Decisions based on gut Rarely makes decisions to improve Discussed at staff meetings, decisions made using it Data visualization, real- time reporting, formal reflection process CWRF: Becoming Data Informed: What Does It look like? Analysis Tools Sense-Making
- 14. Data-Informed Culture: It starts from the top! Do Something.org
- 15. Data Nerds Partner with Staff
- 16. Tear down those silos and walls around data …
- 17. More time think about that the data, then collect it
- 19. Video
- 23. HSUS Analysis Process: • Everyone gathers their data • We sit in a room and analyze it • The project manager develops a report of “what we did/what we learned/what we recommend for next time “+ data Scaling Data-Informed
- 24. Jogging! 2011: Not Using Source Codes for All Campaigns To Measure Social Media Conversion 2013: Using Source Codes for All Campaigns To Measure Social Media Conversion
- 28. 133,167 745,030 1,683,670 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 Shark Week 2010 Shark Week 2011 Shark Week 2012 One Metric That Matters: Increase Shark Conservation Conversation
- 29. Audience: Artists and people in their community Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. Focused on one channel (Facebook) to use best practices to: Increase engagement by comments per post Conversations that made the organization more accessible Increase enrollment in classes and attendance at events 10% new students /attenders say they heard about us through Facebook Measurement Pilots: Small Steps
- 30. Crawl Walk Run Fly Lacks consistent data collection Data collection consistent but not shared Data from multiple sources Org Wide KPIs No reporting or synthesis Data not linked to results, could be wrong data System and structure for data collection Organizational Dashboard with different views, sharing Decisions based on gut Rarely makes decisions to improve Discussed at staff meetings, decisions made using it Data visualization, real- time reporting, formal reflection process CWRF: Becoming Data Informed: What Does It look like? Analysis Tools Sense-Making
- 31. Social Fundraising marries fundraising and social media to transform stakeholders into fundraisers for your organization 7 Secrets to A Well-Measured Social Fundraising Campaign
- 32. • Online Fundraiser for Surf Rider Foundation: $5,000 • Online Memorial Event: #OceanLoveEarl
- 33. Results: Fundraiser for Surf Rider • Raised $5,563 or 10% over goal • 80% raised before the memorial event • 128 donors with 45% giving at minimum gift of $25, 43% donated more than suggested gift • 92% were strong ties that I had a relationship with online or offline only 2% had met my Dad • 8% were weak ties • 85% were converted to donors from Facebook • Most effective channels: thanking people publically in a social way and email or DM customized ask • 5% made through Mobile App
- 34. Results: Online Memorial Event • 143 people signed up for the Thunder Clap, 43% over the goal of 100 • “Social Reach” according to Thunder Clap was 1,058,410 • A total of 3,094 Tweets, Facebook Status Updates, or other social channel used the hashtag #OceanLoveEarl from 6/23-7/15 • The network analysis map revealed that there were other “hubs” or “influencers” in addition my personal network including the beneficiary nonprofit, Surf Rider Foundation, and individual influencers in my network.
- 35. Results: Online Memorial Event A total of 1240 people tweeted with the hashtag #OceanLoveEarl on the day of online memorial – July 3rd Content of photos of my Dad with personal stories performed the best in terms of engagement and invested $50 in promoted posts
- 36. Results: Online Memorial Event • 84% of the Tweets, Facebook Status Updates, or other social channel that used the hashtag included a link – the most shared link was my blog post tribute, the memorial site, and Mashable article • 54% of the Tweets, Facebook Status Updates, or other social channels that the used the hashtag were a RT or Share • 25% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag were a reply to @kanter • 21% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag included an personal story, photograph, or link about the ocean. • There were 10 blog posts or Facebook posts by “influencers”
- 37. Results: Online Memorial Event
- 38. 7 Things I Learned from Measuring Social Fundraising • Set A Realistic Goal Based on Benchmarking • Don’t Set Minimum Gift Amounts Too Low • Use Social Proofing to Generate Donations Before Asking • Offer Many Ways for people to Engage and Participate • Leverage your Influencers • Use Promoted Posts As Reinforcement • Honor the Creativity of your Network
- 39. Set A Realistic Goal Based on Benchmarking
- 40. Don’t Suffer from Too Small To Fail
- 41. Social Proofing Helps Generate Donations
- 42. Offer A Continuum of Engagement Higher: Donate Share A Personal Story About the Ocean Provide Advice Lower: Retweet Links ThunderClap
- 44. Network Map of Influencers
- 45. Use Facebook Promoted Posts for Reinforcement
- 46. Honor the Creativity of Your Network
- 47. 7 Things I Learned from Measuring Social Fundraising • Set A Realistic Goal Based on Benchmarking • Don’t Set Minimum Gift Amounts Too Low • Use Social Proofing to Generate Donations Before Asking • Offer Many Ways for people to Engage and Participate • Leverage your Influencers • Use Promoted Posts As Reinforcement • Honor the Creativity of your Network
- 49. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter Questions!
- 50. 9/5/2013 Beth Kanter | #npEXPERTS 50 NPEXPERTS > DOWNLOAD THE FREE EBOOK Connect with supporters, activate donors, and raise money online. Nonprofit experts share their extensive knowledge and expertise in: - Online marketing and fundraising - Email communication - Social media - Mobile engagement Download the npEXPERTS eBook and register for free webinars at www.blackbaud.com/npEXPERTS
- 51. 9/5/2013 Beth Kanter | #npEXPERTS 51 Luminate™ Online helps you understand your online supporters and improve online fundraising performance. You'll have everything you need to acquire more constituents, build online fundraising campaigns and nurture sustainable donor relationships. http://bit.ly/LuminateOnline
Editor's Notes
- http://www.flickr.com/photos/socialgoodbrasil/8179199091/sizes/l/in/photostream/
- http://www.flickr.com/photos/oreoqueen/3235090633/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/jonathandesign/7031920221/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/bdfbrasil/2416260064/sizes/m/in/faves-cambodia4kidsorg/http://www.flickr.com/photos/levymh/6891554365/in/faves-cambodia4kidsorg/
- The maturing of practice framework includes looking at 7 best practice areas for networked approaches and social media – and some specific indicators – and looking at what they look at the different maturity levels. If you remember the application form, it asked you questions and that’s how I came up with the scoring system. If you were “crawl” you got 1, Walk 2, Run 3, and Fly 4 – and then I average the scores for the group. I also could come up with a score for your organization overall.So, if you got a 1.5, it means that you are on your way to walking.https://docs.google.com/spreadsheet/ccc?key=0AtsV5h84LWk0dFhENWFXVzBwZ2lWOGlzazZSek5Iemc#gid=1
- The “Crawl, Walk, Run, Fly” Maturity of Social Media practice framework is in Beth’s next book, Measuring the Networked Nonprofit. We used to help us design the program, determine process outcomes, and help us evaluate our progress.Explain modelPhotos: Runhttp://www.flickr.com/photos/clover_1/2647983567/Flyhttp://www.flickr.com/photos/micahtaylor/5018789937/
- Bob Filbin from DoSomething is here at this meeting – so if you want more details be sure to talk to him today – and he can tweet more detailsDoSomething has a mission to get 1.5 million teens active on social change campaigns by 2015My talk from TED last year sort of summarized the whole thing. (Its only 5 mins.)Basically, it is a help line for kids by text. Terrific to give them support via a mechanism they prefer. Its private (noboy hears you talking.) Blah blahblah.But what makes this a baller idea? The data! We're going to be using natural language tagging (from the MIT Media Lab) to makr key words in real time--and map out youth issues. We'll finally have real data on every youth issue, every zip code, time of day, etc. This information will change EVERYTHING.
- http://www.flickr.com/photos/mkrigsman/3428179614/DoSomething has two data analyst positions on staff .. And they aren’t sitting in the corner playing with their spreadsheetsWhile a big part of their job is to become the stewards of the dashboard, they work with staff – so that making sense of data Is not an adhoc process, but one of continous improvement of the programs. The data analysts work collaboratively with staff to help them apply and understand their data.
- One of their organizational mantra is “Spend More Time Thinking About The Data, Less On Collecting ItPregnancy Text” Campaign featured on their quarterly dashboard. This clever sex education campaign is an updated version of the teen pregnancy education program where young people carried eggs around and pretend they are babies. It was a text campaign where teens opted in to receive texts on their mobile phones from the “baby.” Once they joined (and they could share it with their friends). they received regular annoying text messages at all hours from the “baby” that poops, cries, and needs their immediate attention.The team at DoSomething.org uses data to base the program design, key performance indicators and a hypothesis to be tested. They looked at survey data from the National Campaign: nearly 9 in 10 (87%) young people surveyed also say that it would be much easier for teens to delay sexual activity and avoid teen pregnancy if they were able to have more open, honest conversations about these topics with their parents and/or friends. So, success of this campaign would be mean that participants talk with their family or friends about the issue and delay sexual activity.The basic design had those who signed up challenge their friends to take care of a text baby either by (1) going to DoSomething website and selecting 5 friends to challenge or (2) after receiving a text from DoSomething (sent to DoSomething’s 300k mobile subscribers) would opt to challenge friends after reading a quick stat on US teen pregnancy. Participants that accepted the challenge would then start receiving texts the following morning from the text-baby. After completing the challenge user were prompted to send it to their own friends.DoSomething.org also followed up with 5k of the users with a text-based survey to measure impact.Once defining success and identifying the right data collect, here’s some of the insights they gleaned according to Nancy Lublin, CEO of DoSomething and Jeffrey Bladt:SMS as a platform: They are monitoring engagement per communication channel and it has revealed SMS to be 30xs more powerful for getting their users to take action as compared to emailChallenging 5 friends: we’ve tested various group sizes for SMS experience and have found the a group of 6 (1 alpha inviting friends) leads to the highest overall engagementResearch Based Messaging: The general messaging for the campaign was based on survey findings that found (1) big scare tactics (e.g. getting pregnant = not going to college) we not as effective as highlighting who being a teen parent changes daily life (e.g can’t go to the movies because baby sitter cancelled); (2) a CDC report that found: “The impact of strong pregnancy prevention messages directed to teenagers has been credited with the [recent] teen birth rates decline.A/B Testing: They pre-tested different messages and frequency of sending the messages to smaller test groups of teens to optimize the number of messages the baby would send during the day, as well as the content. They ended up doubling the frequency and rewording several interactions as well as building in a response system (so the baby would respond if teen texted an unsolicited response). The insights from these tests pushed up engagement and likelihood of forwarding at the end.Impact: They did a survey to measure this. 1 in 2 teens said that taking the Pregnancy Text made it more likely that they would talk about the issue of teen pregnancy with their family and friends.As you can see from the above insights, DoSomething just not gather and analyze topline data:101,444 people took part in the campaign with 100,000 text-babies delivered171,000 unsolicited incoming messages, or 1 every 20 seconds for the duration of the campaign. During the initial launch period (first 2 weeks), a new text message was received every 10 seconds.For every 1 direct sign-up, DoSomething gained 2.3 additional sign-ups from forward to a friend functionality. The viral coefficient was between 0.60 and 0.70 for the campaign.1 in 4 (24%) of teens could not finish a day with their text-baby (texted a stop word to the baby)DoSomething.org uses its data to continuously improve programs, develop content, and shape campaign strategies. So DoSomething.org wants its staff to spend more of its brainpower thinking about the data, rather than collecting it. To ensure that this happens, DoSomething.org’s Data Analyst Bob Filbin’s job is more than programming formulas in Excel spreadsheets. Says Filbin, “One of the biggest barriers in nonprofits is finding the time to collect data, the time to analyze, and the time to act on it. Unless someone is put in charge of data, and it’s a key part of their job description, accelerating along the path towards empowered data-informed culture is going to be hard, if not impossible.”
- This is an example of a recent campaign to help reduce the number of dogs/cats being killed in kill sheltersResearch found that this was happening because many aren’t posting good photos on social networks and the internetThey created an app to recruit “furtographers”
- LauncheNo addhttp://www.youtube.com/watch?v=QhgsJjNVbu0http://gawker.com/5950941/kathie-lee-dropped-a-puppy-on-his-head-on-live-tv-todayhttp://www.youtube.com/watch?v=sQzo_3yIc8M
- Back in the office, the data scientists were looking at the data in real time to figure out what was driving people to their landing page and getting them to sign up.
- -Humane Society of US – Carie Lewis participated in the SXSW in 2009 and in 2013 we did the session again at SXSW-HSUS is an early adopter of social media – and in many areas of practice is flying, although they self-assessed their measurement practice at walking to running …-They have org wide KPIs for their social media – customer service wins, fundraising, and actions taken – plus associated metrics that help figure out whether their digital campaigns and social media integration is helping to push the needle on the KPIS
- One reason is more cultural than anything else … Data collection is consistent – walking stage, and they are getting to running – getting data to be shared among departments.They have a cross-functional team in place with social media/digital in different departmentsThey have established regular 9 minutes meetings to debrief on campaigns, use a template/common language to collect data.
- So, one of their KPIs is donations $ - but if their web department is not going to use source codes – how can they measure conversions from social media traffic referral? In 2011, they didn’t. Through the 9 minute meetings, web team began to understand the importance of doing this – and now can accurately track conversions from social media traffic referral – and make adjustments. They use a report template for all campaigns, all departments – right now a simple word document that summarizes data from excel – from free or low cost tools such as Google Analytics, FB Insights, Twitter Analytics, and Convio. They do an after action review for each campaign, write down what worked and what didn’t and use those reports when planning the next campaign.
- Upwell is definitely flying …..Upwell is focused on Ocean Conservation – their goal is to increase engagement and conversation about ocean conversationThey focus on listening, using Radian 6 and monitoring key words like “Ocean” and look at the “chatter” out there on social networks about these topics. They have developed a baseline methodology so they know what the base is for “share of conversation” on a particular ocean conservation conversation they are monitoring. They identify opportunities to engage to “increase the conversation” on the topic and measure it. One might say they have one metric that matters or “Lean impact” - increase conversation about ocean conservation. As a networked nonprofit – and hoping to build a movement, they are also transparent and share practices - iteratehttp://www.bethkanter.org/upwell-campaign/
- This chart is probably very appealing to all of you – and if you want details – Rachel is out there hanging out in our hashtag and can point you to more details ….This graphic is a snap shot of their social media monitoring of eight different ocean conservation areas ..Each line represents the social mention volume in one of our issue keyword sets.The pair of pink lines are mentions of sharks and cetaceans. Shark week makes big spikes, but cetaceans get more social mentions a day. Hanging out on the bottom of the graph are tuna, overfishing, the Gulf of mexico, ocean acidification, sustainable seafood and tiny tiny MPAs.
- They were monitoring and saw this opportunity around the keyword “Shark” because of shark week was the biggest attention spike within the eight ocean issues they monitor – it provided a big opportunity to expand audiences, and to grow their distributed network. They campaign was to set an ambitious goal to spike a conversation around shark conversation.More detail on Shark Week:We tried about a dozen things to make that Shark Week conversation bump, including live tweeting ourselves, image macros, and a toolkit for shark evangelists. What really worked was the pair of sharkinars we hosted for shark evangelists. We shared that the big attention spike was coming up, reviewed top hashtags, identified shark influencers, and that YAY chart was our tone/sentiment analysis of #sharkweek tweets. We taught the shark evangelists that it was mainly a FAN conversation on Twitter, not at FEAR (sensationalized) conversation.
- They packaged content and worked with partners working on Shark – and were able to analyze and attribute the increase of conversation in 2012 to the campaign tactics. Through this, were able to target new activists/champions – not on their Radar through social media conversations.Then that bar chart with the knitting: the shark week conversation grew 109% over 2011, but the shark conservation mentions grew 210% year over year. That made us happy!
- The “Crawl, Walk, Run, Fly” Maturity of Social Media practice framework is in Beth’s next book, Measuring the Networked Nonprofit. We used to help us design the program, determine process outcomes, and help us evaluate our progress.Explain modelPhotos: Runhttp://www.flickr.com/photos/clover_1/2647983567/Flyhttp://www.flickr.com/photos/micahtaylor/5018789937/
- http://www.flickr.com/photos/bogomo/5968525168/
- http://www.bethkanter.org/ocean-love-earl-thanks/If you have been following me on Twitter, Facebook, this blog or other social media channels, you know that my father passed away several weeks ago. I decided to metabolize my grief by doing an online fundraiser in his memory to raise money for Surf Rider Foundation for ocean conservation as well as do a virtual online memorial event where I asked people to tweet with the hashtag #OceanLoveEarl on July 3rd and share their favorite ocean stories. This post summarizes the results and a few insights about social media fundraising and network strategies as a way to share back what I learned and to help bring some closure. If I have learned anything from co-writing a book about measurement, that it is not only important to collect your data, but leave space for reflection at the end of a campaign to harvest insights for the next campaign. I try to do this with any project I work on, whether it is a social media campaign as well as a training workshops.With that said, it is difficult to make time for learning when you have a big, hairy to do list breathing facing you or in this case when grief is involved. Reflection is also hard to do when you get pulled into the fast moving, forward current of digital channels or when you’re chipping away at your email or scheduled for back-to-back meetings. What inspires me is that any time invested in learning and measurement definitely pays you back. The first step is to look at your data against your goals …..
- I used simple measurement tools to collect data and further analyzed it in Excel spreadsheets. For the donation information, I pulled an excel spreadsheet from the donation platform and analyzed donation data. FundraiserTotal raise $5563 or 10% over goal of $5,000 in 2 weeks80% of the goal was raised before the Online Memorial Event on July 3rd128 donors with 45% giving at the suggested minimum donation of $25, 43% gave more than $25 minimum, and 12% gave under the $25 minimum gift amount92% of donors were “strong ties” people I knew and had a relationship with online/offline – most were professional colleagues and some friends from high school — all Facebook friends. Only a small percentage 2% had met my Dad.8% of donors were “weak ties” or people that I know online only who may read my blog, follow me on Twitter or FacebookApproximately 85% of the donations were converted from my personal profile on FacebookThanking donors individually on Facebook and including the link to the fundraiser triggered donations based on comparison of time posted and donation made, second most effective solicitation was a personal ask via private message95% of donations were made online through the Razoo site, with 5% via mobile app
- 84% of the Tweets, Facebook Status Updates, or other social channel that used the hashtag included a link – the most shared link was my blog post tribute, fundraiser link, the memorial site, and Mashable article 54% of the Tweets, Facebook Status Updates, or other social channels that the used the hashtag were a RT or Share 21% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag included an personal story, photograph, or link about the ocean. 25% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag were a reply to @kanterThere were 10 blog posts or Facebook posts by “influencers”
- 84% of the Tweets, Facebook Status Updates, or other social channel that used the hashtag included a link – the most shared link was my blog post tribute, fundraiser link, the memorial site, and Mashable article 54% of the Tweets, Facebook Status Updates, or other social channels that the used the hashtag were a RT or Share 21% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag included an personal story, photograph, or link about the ocean. 25% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag were a reply to @kanterThere were 10 blog posts or Facebook posts by “influencers”
- 1.) Set A Realistic Goal Based On BenchmarkingI set up an online fundraising page on Razoo to direct the money to Surf Rider Foundation. Razoo prompts you for a fundraising goal. I set a goal of raising $5,000 from my personal and professional network based on my experience in the past raising money to support Cambodian charities on happier occasions like my birthday in the $3,500-5,000 range. I resisted repeating the mistake making the goal way too low because of some stupid fear of not making the goal. With online contests or when there is a “matching grant,” I’ve been able to raise more, but I did not have one.
- 1.) Set A Realistic Goal Based On BenchmarkingI set up an online fundraising page on Razoo to direct the money to Surf Rider Foundation. Razoo prompts you for a fundraising goal. I set a goal of raising $5,000 from my personal and professional network based on my experience in the past raising money to support Cambodian charities on happier occasions like my birthday in the $3,500-5,000 range. I resisted repeating the mistake making the goal way too low because of some stupid fear of not making the goal. With online contests or when there is a “matching grant,” I’ve been able to raise more, but I did not have one.
- 2.) Don’t Set Minimum Gift Levels Too LowDepending on your audience and what they can afford, don’t set the minimum gift level too low. Based on past experience with personal fundraising campaigns, I set minimum donation level at $25 vs $10 and many gave at the minimum level. If people can’t afford to give the minimum, they will still give. Given the theme of the campaign was to honor my Dad’s love of the ocean and surfing and I was supporting Surf Rider Foundation, I used the surf theme to name each giving level after particular type of wave.
- 3.) Social Proofing Helps Generate DonationsSocial proofing is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.My strategy was to begin with the fundraiser and focus on strong ties in my network and lead up to the online memorial event. If you’ve built up social capital in your network in the way that Adam Grant describes in his book Give and Take or Porter Gale in her book, “Your Network is Your Net Worth,” you simply reach out personally and ask and acknowledge donations in a public and unique way. For many of the donors, I thanked them via my Facebook profile with a photo of my Dad and I made connection to something that they feel is important. I also included link to the fundraiser. If people in your network see that others are donating, it creates “social proofing” and other donations follow. 85% of donations came from group of strong ties. The most effective solicitation was social proofing or one-on-one personal asks.
- 4.) Offer Many Ways for People to ParticipateAny online campaign needs to consider a continuum of engagement or what we has been traditionally described as the “Ladder of Engagement” going from awareness, understanding, consideration, support, action, and influencing others. Social media has disrupted in this traditional linear model which is now being called a “Supporter Journey” visually depicted as non-linear. It is no longer a linear journey up a ladder or pyramid. And as this SSIR post suggests is more of a non-linear spiral or vortex.On a tactical level, it is important to brainstorm different calls to action that go from light or easy involvement to heavier or more intensive involvement. On the high end of involvement for #OceanLoveEarl were:Making a donation to Surf Rider FoundationSharing your personal story about your love for the oceanProviding advice or materials for the campaign (for example the visual meme on this post by created by Joe Solomon and the network map by Marc Smith)On the lower end of involvement were:Signing up for the ThunderClapSharing the fundraiser or online memorial event link on your social media channelsI wanted to experiment with ThunderClap which is an online amplification tool where your supporters sign up to tweet or Facebook with your specific message. I planned the ThunderClap so it kicked off the July 3rd memorial event, but also had a wonderful group of strong ties who are also influencers who were retweeting and sharing stories of ocean love.The Permanent Disruption of Social Mediahttp://www.ssireview.org/articles/entry/the_permanent_disruption_of_social_media’
- 5.) Think About Different Levels of InfluenceOne also has to look at a continuum of influence as you think about diversifying your calls to action. I did by asking influential social media, ocean conservation, or nonprofit bloggers to write about the campaign, although many did so without me asking. I also wrote a guest post on Dot.Complicated’s site about online grieving.Mashable StoryWho Connected You To The Ocean? Surf Rider CEO BlogHuffington Post: Stephanie RudatMarion Conway: Blog PostMari Smith PostVolunteerMatch Blog PostSocial Good PlusStephanie Rudat’s Facebook Post
- Tweeted using the hashtag #OceanLoveEarl – the network analysis map revealed that there were other “hubs” or “influencers” in addition my personal network including the beneficiary nonprofit, Surf Rider Foundation, and individual influencers in my network. https://www.facebook.com/photo.php?fbid=10151732319922700&set=pb.504747699.-2207520000.1378329296.&type=3&theater
- 6.) Use Facebook Promoted Posts for ReinforcementI spent $50 on a promoted post to promote the online memorial event the day before the event which generated over 10,000 views on Facebook. This promotion was timed to coincide with the Mashable post. The goal was awareness for the online memorial event – not to generate donations …
- I didn’t plan every potential way people could participate and had faith that the network would respond. As we wrote in the Networked Nonprofit with Alison Fine, online fundraising through your network is a dynamic process of building relationships. You have to listen and respond as people find different ways to participate or support an effort. Being the network weaver or online community builder gave me great comfort in my grief to see the network honor my Dad. -
- 1.) Set A Realistic Goal Based On BenchmarkingI set up an online fundraising page on Razoo to direct the money to Surf Rider Foundation. Razoo prompts you for a fundraising goal. I set a goal of raising $5,000 from my personal and professional network based on my experience in the past raising money to support Cambodian charities on happier occasions like my birthday in the $3,500-5,000 range. I resisted repeating the mistake making the goal way too low because of some stupid fear of not making the goal. With online contests or when there is a “matching grant,” I’ve been able to raise more, but I did not have one.
- http://bit.ly/network-leadership