Brief PresentationSocial Media & FundraisingHotel Tryp Oriente13th March, 2013                     Frederico Carvalho
email   fredericodigital@gmail.comFrederico Carvalho!                                       fb.com/frederico.m.carvalho   ...
Digital World Web                                Social Media Site & Blog                        Search Marketing Manageme...
What is Social Media?•  Internet-based technology•  Electronic media with “sharing” capabilities•  Available to anyone wit...
What can Social Media do for you?•  Give your organization, it’s programs, events and causes  exposure•  Increase awarenes...
Popular Social Media   •    Facebook                       •    Twitter                       •    LinkedIn               ...
lauguage      population    % world       language     population1 Mandarim          955 milhões   14,1%     1   English  ...
by Frederico Carvalho
Social Endorsement•  If a friend posts an update about a charitable donation or a  cause they support on a social media si...
Features of Facebook•  Relatively easy to set up and use•  Can communicate with large numbers of people•  Can create perso...
Features of Twitter•    Very easy to set up and use•    Just write short updates and messages (140 character maximum)•    ...
Features of Blogs•    Can be as simple or elaborate as you want•    Highly customizable•    Your own dedicated “location” ...
Features of YouTube•    Share videos or slideshows with a global audience through your own     dedicated “channel”•    Eng...
Salvation Army     Community Services on Facebook•    Already has a Facebook pages, updated fairly regularly•    Workshops...
Great Examples on Twitter•    @charitywater – nearly 1.4 million followers – brings clean water to developing     countrie...
Key Points to Remember•    Engage, engage, engage! Don’t just share posts and information with others     already involved...
Online Fundraising
Rumors                                       FactsOffline donors do not donate online          50% of offline donors resea...
Who is giving online – profiles -                                    by Frederico Carvalho
Why are they giving online ?• It’s easier than writing a check• It’s a fast way to provide disaster relief• It can be anon...
10-Point Online Check-Up1. Is your URL guessable?2. Do your publish your URL on every communication, both online and offli...
ROI for Social Media,                        Sites & Communities•    Soft ROI                                 •    Hard RO...
Marketing & FundraisingRequires Differentiation
Tactics: What can you do?Websites            PartnershipsEmail               Field and VolunteersSocial Networking   Event...
Fundraising Lessons from             Network for Good•    A third of all online giving occurs in December, and 22% of annu...
Strategy 1:Participation w/ People      (c)	  Zoe%ca,	  LLC.	  hDp://zoe%camedia.com	                      26	            ...
Strategy 2:Use Content to Serve
Social Media Inform/Engage Stakeholders                       by Frederico Carvalho
Strategy 3:Engage Influencers                     by Frederico Carvalho
Empowerment and Crowdsourcing                  by Frederico Carvalho
Calls to Action & Fundraising•  Make the sale or get the donation•  You need calls to action•  This is integration of othe...
Old School Stuff:Add the Social URL!                      by Frederico Carvalho
Focus on donorexperience
Ability is the ‘donation killer’>Turn-off factors:• 2 in 10 people can’t find where to donate• 4 in 10 people don’t donate...
Optimize Your Donation Page in 10 Steps1. Does your donation page look like your website?2. Do you offer support for one t...
2012 Statistics on Social Giving                            by Frederico Carvalho
Fundraising on Facebook                     by Frederico Carvalho
Social Media Donors•  The average donation amount through social   media increases each year – in 2010 it was   $38 but by...
Donation Application                       by Frederico Carvalho
12 TIPS FOR S.ARMY& success stories
by Frederico Carvalho
CREATE IDENTICALARCHITECTURE WEB                           DESIGN                                           FOR ALL COUNTR...
CREATE & SHARE IDENTICALARCHITECTURE & DESIGN FACEBOOK   APPS                                 FOR ALL COUNTRIES           ...
CREATE LANDING PAGEFOR FANS OR NON-FANS ON FACEBOOK                      FOR ALL COUNTRIES                                ...
ORGANIZE A PETITIONUSING ACT.LY (twitter user friendly)   4
CREATE IDENTICALDESIGN & CUSTOMIZE SOCIAL   MEDIA                            FOR ALL COUNTRIES                            ...
LISTEN, SHARE AND ENGAGEUSE FACEBOOK TO TALK TO YOUR FANS                              6                                  ...
CREATE TRAFFICBY LINK-BUILDING IN FACEBOOK                                                    7                           ...
INTEGRATE OTHER CHANNELSVIA FACEBOOK FANPAGE TABS   8
USE THE FACEBOOK INSIGHTSTO GET ACTIVITY & DEMOGRAPHIC DATA                                     9
USE VIDEO ANNOTATION FORMULTIPLE CALLS TO ACTION           10                           AND..
CLAIM YOUR FOURSQUARELOCATION TO ENSURE ACCURACY & EXPOSURE                                         11
MAKE YOUR CONTENT SHAREABLEBY ADDING A LIKE OR SHARE BUTTONS IN YOUR SITE/BLOG   12
SUCCESS STORIES                  by Frederico Carvalho
Facebook Success Story                         by Frederico Carvalho
Twitter Success Story                        by Frederico Carvalho
Flickr Success Story                       by Frederico Carvalho
by Frederico Carvalho
Online Ecosystem: LIVESTRONG (Integrated Fundraising)   Property       Audience                      Objective   Web Site ...
Resources and Further Reading•     YouTubehttp://www.youtube.com/nonprofits•     How the Top 50 Nonprofits do Social Media...
Frederico Carvalho                                             email   fredericodigital@gmail.com                         ...
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Social Media & Fundraising | Salvation Army

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Social Media & Fundraising for Salvation Army meeting in Hotel Tryp Oriente, 13th March, 2013

by Frederico Carvalho
email: fredericodigital@gmail.com

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Transcript of "Social Media & Fundraising | Salvation Army"

  1. 1. Brief PresentationSocial Media & FundraisingHotel Tryp Oriente13th March, 2013 Frederico Carvalho
  2. 2. email fredericodigital@gmail.comFrederico Carvalho! fb.com/frederico.m.carvalho pt.linkedin.com7in/fredcarvalhoCrea%ve  &  Social  Media  Director  Marke%ng  Online  &  Social  Media  Fundador  /  Director  
  3. 3. Digital World Web Social Media Site & Blog Search Marketing Management Search Marketing Optimization Display Facebook, Twitter, Youtube, Linkedin Email-Marketing Motores de Busca Realidades Mistas Google, Bing, Yahoo Realidade Virtual Search Engine Marketing Realidade aumentada Search Engine Optimization Mobile Branded Content Qr Codes Bluetooth Tecnologias Emergentes GPS / Estratégias de localização Interfaces de Voz (v-commerce SMS Web Tv (justin.tv) APP Mobile TV by Frederico Carvalho
  4. 4. What is Social Media?•  Internet-based technology•  Electronic media with “sharing” capabilities•  Available to anyone with an internet connection at no cost•  Made up of user-generated content•  Reaches a wide audience•  Democratizes knowledge and information by Frederico Carvalho
  5. 5. What can Social Media do for you?•  Give your organization, it’s programs, events and causes exposure•  Increase awareness of your role in the community•  Bring you financial support•  Provide you with volunteers•  Keep you connected and relevant in today’s technology-driven society by Frederico Carvalho
  6. 6. Popular Social Media •  Facebook •  Twitter •  LinkedIn •  Pinterest •  Instagram •  Tumblr •  YouTube •  FourSquare •  Blogs (configured to share with social media) •  Apps (for accessing popular social media services on mobile devices) by Frederico Carvalho
  7. 7. lauguage population % world language population1 Mandarim 955 milhões 14,1% 1 English 213 milhões2 Spanish 407 milhões 5.85% 2 Spanish 142 milhões3 English 359 milhões 5,52% 3 Portuguese 66 milhões4 Hindu 311 milhões 4,46% 4 French 44 milhões5 Arabic 293 milhões 4,23% 5 Indonesian 43 milhões6 Portuguese 216 milhões 3,08% 6 Turkish 31 milhõesWikipedia.org   by Frederico Carvalho
  8. 8. by Frederico Carvalho
  9. 9. Social Endorsement•  If a friend posts an update about a charitable donation or a cause they support on a social media site:•  68% of people take more time to learn about the organization if the post was from a friend•  58% of people will ask the friend about the cause•  39% of people would donate•  34% of people would re-post or share the information by Frederico Carvalho
  10. 10. Features of Facebook•  Relatively easy to set up and use•  Can communicate with large numbers of people•  Can create personal profiles as well as separate pages for businesses and organizations•  Can create and promote events•  Can share photos and videos by Frederico Carvalho
  11. 11. Features of Twitter•  Very easy to set up and use•  Just write short updates and messages (140 character maximum)•  Can create profiles for people, businesses or organizations•  Can share photos and articles•  Great for networking and promotion•  Actively used by organizations and businesses•  Searchable through hastag# search terms (like #salvationarmy) by Frederico Carvalho
  12. 12. Features of Blogs•  Can be as simple or elaborate as you want•  Highly customizable•  Your own dedicated “location” online – either within your website or separately through a service like Tumblr•  Can share virtually endless amounts of text, photos, embedded videos, links and more•  Can organize entries by subjects or key phrases•  Great for search engine optimization (being found online through Google) by Frederico Carvalho
  13. 13. Features of YouTube•  Share videos or slideshows with a global audience through your own dedicated “channel”•  Engage with those who may not take the time to read a blog article•  Great for showcasing events•  Videos can be shared from YouTube to other social media services, blogs and websites•  Searchable by key phrases by Frederico Carvalho
  14. 14. Salvation Army Community Services on Facebook•  Already has a Facebook pages, updated fairly regularly•  Workshops and other events should be posted regularly and shared•  Photos and videos (where legally possible) should be posted often•  Quick facts about S.A and what you do for the community (assume the public doesn’t know anything about you!) catch people’s attention and are easily shared•  Increase interaction – encourage staff, volunteers and supporters to comment on posts and share them to their personal profiles•  Don’t be shy! Share the link of your site donation on Facebook now and then and ask for donations! by Frederico Carvalho
  15. 15. Great Examples on Twitter•  @charitywater – nearly 1.4 million followers – brings clean water to developing countries•  @onecampaign – 671,000 followers – fights against extreme poverty & communicable diseases•  @hrw – 540,000 followers – provides timely information about human rights crises worldwide•  @tourismabby – 3,100 followers – tweets community events and information•  @vibrantabby – 624 followers – generates solutions to reduce poverty in Abbotsford by Frederico Carvalho
  16. 16. Key Points to Remember•  Engage, engage, engage! Don’t just share posts and information with others already involved with Salvation Army – you’re “preaching to the choir”•  Use social media to attract attention from those not yet involved – your friends, other organizations•  Ask questions to provoke thought and encourage interaction•  Consistency is key! Update regularly – this does not have to mean constantly – once a day on Twitter, once or twice a week on Facebook•  Don’t get overwhelmed – it’s better to use one or two services well than lots poorly•  Update “on the go” through Facebook and Twitter apps for smartphones by Frederico Carvalho
  17. 17. Online Fundraising
  18. 18. Rumors FactsOffline donors do not donate online 50% of offline donors research their gift onlineOnline fundraising is for small gifts only Online donors are generous – ($163 avg);Middle and major donors don’t want to Internet is a favored way for middle and majorhear from you online donors to engage by Frederico Carvalho
  19. 19. Who is giving online – profiles - by Frederico Carvalho
  20. 20. Why are they giving online ?• It’s easier than writing a check• It’s a fast way to provide disaster relief• It can be anonymous•They like recurring donations• Easy way to convert impulse to action by Frederico Carvalho
  21. 21. 10-Point Online Check-Up1. Is your URL guessable?2. Do your publish your URL on every communication, both online and offline?3. Do you use website design strategically?4. Do you provide relevant content? (Marketing + Journalism!)5. Do you tell your story through pictures, videos, or podcasts?6. Can you collect email addresses on your website?7. Do you use email marketing & search marketing to drive traffic back to yourwebsite?8. Can you accept online donations on your website?9. Do you have a blog?10. Can people find your website in search engines? by Frederico Carvalho
  22. 22. ROI for Social Media, Sites & Communities•  Soft ROI •  Hard ROI –  Awareness & branding –  Individual annual or membership –  Education fundraising –  Higher level of engagement –  Event fundraising (peer-to-peer) –  Higher affinity for organization –  Major Donors –  Community Building –  Advertising –  Email List Acquisition –  Underwriting –  Advocacy –  Sponsorship –  Volunteer recruitment –  Cause Marketing –  Grants by Frederico Carvalho
  23. 23. Marketing & FundraisingRequires Differentiation
  24. 24. Tactics: What can you do?Websites PartnershipsEmail Field and VolunteersSocial Networking Events, Rallies & VigilsSocial Media FundraisingMarketing & Ads Media & Bloggers by Frederico Carvalho
  25. 25. Fundraising Lessons from Network for Good•  A third of all online giving occurs in December, and 22% of annual giving happens in the last two days of the year•  Online giving happens largely between 9 a.m. and 5 p.m. on weekdays•  Fundraising is still about relationships•  Loyalty is highest on charity websites that build strong connections with donors•  Giving portals and social networking charity sites do help by Frederico Carvalho
  26. 26. Strategy 1:Participation w/ People (c)  Zoe%ca,  LLC.  hDp://zoe%camedia.com   26   by Frederico Carvalho
  27. 27. Strategy 2:Use Content to Serve
  28. 28. Social Media Inform/Engage Stakeholders by Frederico Carvalho
  29. 29. Strategy 3:Engage Influencers by Frederico Carvalho
  30. 30. Empowerment and Crowdsourcing by Frederico Carvalho
  31. 31. Calls to Action & Fundraising•  Make the sale or get the donation•  You need calls to action•  This is integration of other marketing disciplines, such as advertising by Frederico Carvalho
  32. 32. Old School Stuff:Add the Social URL! by Frederico Carvalho
  33. 33. Focus on donorexperience
  34. 34. Ability is the ‘donation killer’>Turn-off factors:• 2 in 10 people can’t find where to donate• 4 in 10 people don’t donate because of poordesign, cluttered pages and unintuitive layouts.• 4 in 10 people can’t find the information theyneed or find the website content unclear. by Frederico Carvalho
  35. 35. Optimize Your Donation Page in 10 Steps1. Does your donation page look like your website?2. Do you offer support for one time & recurring gifts?3. Can donors make anonymous donations?4. Do you provide both online & email tax receipts?5. Do you offer tell-a-friend?6. Can you ask custom questions?7. Do you offer an email opt-in?8. Can supporters make tributes or memorial gifts?9. Can your supporters designate specific programs?10. Can you offer thank you gifts & premiums? by Frederico Carvalho
  36. 36. 2012 Statistics on Social Giving by Frederico Carvalho
  37. 37. Fundraising on Facebook by Frederico Carvalho
  38. 38. Social Media Donors•  The average donation amount through social media increases each year – in 2010 it was $38 but by 2012 had increased to $59•  Facebook can be configured to accept donations directly through your page, with the use of websites like www.causes.com or services like Donation Application by Frederico Carvalho
  39. 39. Donation Application by Frederico Carvalho
  40. 40. 12 TIPS FOR S.ARMY& success stories
  41. 41. by Frederico Carvalho
  42. 42. CREATE IDENTICALARCHITECTURE WEB DESIGN FOR ALL COUNTRIES 1 hDp://www.exercitodesalvacao.pt   hDp://www.salva%onarmy.org.uk/   hDp://www.ejercitodesalvacion.es/  hDp://www.esercitodellasalvezza.org/   hDp://www.legerdesheils.nl/   hDp://www.frelsesarmeen.no/  
  43. 43. CREATE & SHARE IDENTICALARCHITECTURE & DESIGN FACEBOOK APPS FOR ALL COUNTRIES 2
  44. 44. CREATE LANDING PAGEFOR FANS OR NON-FANS ON FACEBOOK FOR ALL COUNTRIES 3
  45. 45. ORGANIZE A PETITIONUSING ACT.LY (twitter user friendly) 4
  46. 46. CREATE IDENTICALDESIGN & CUSTOMIZE SOCIAL MEDIA FOR ALL COUNTRIES 5
  47. 47. LISTEN, SHARE AND ENGAGEUSE FACEBOOK TO TALK TO YOUR FANS 6 Open up your Facebook page by allowing fans to post on wall updates, photos, videos and discussions.
  48. 48. CREATE TRAFFICBY LINK-BUILDING IN FACEBOOK 7 Insert visible URL website: www.salvationarmyusa.org/
  49. 49. INTEGRATE OTHER CHANNELSVIA FACEBOOK FANPAGE TABS 8
  50. 50. USE THE FACEBOOK INSIGHTSTO GET ACTIVITY & DEMOGRAPHIC DATA 9
  51. 51. USE VIDEO ANNOTATION FORMULTIPLE CALLS TO ACTION 10 AND..
  52. 52. CLAIM YOUR FOURSQUARELOCATION TO ENSURE ACCURACY & EXPOSURE 11
  53. 53. MAKE YOUR CONTENT SHAREABLEBY ADDING A LIKE OR SHARE BUTTONS IN YOUR SITE/BLOG 12
  54. 54. SUCCESS STORIES by Frederico Carvalho
  55. 55. Facebook Success Story by Frederico Carvalho
  56. 56. Twitter Success Story by Frederico Carvalho
  57. 57. Flickr Success Story by Frederico Carvalho
  58. 58. by Frederico Carvalho
  59. 59. Online Ecosystem: LIVESTRONG (Integrated Fundraising) Property Audience Objective Web Site New & Returning Information Portal; Fundraising Email List Donors, supporters, Fundraising, Advocacy participants, volunteers Blog Media, community, prospects Humanize; Personalize; Influence; Stories; Acquisition Facebook Supporters Communication, Community; Acquisition Events Fundraisers/Advocates Fundraising; Awareness Twitter Professional Influencers Real-time news; Acquisition YouTube All Video Hosting; Acquisition
  60. 60. Resources and Further Reading•  YouTubehttp://www.youtube.com/nonprofits•  How the Top 50 Nonprofits do Social Media (an infographic):http://bit.ly/howthe50bestdo•  Causes.com:http://www.causes.com•  The 2012 Nonprofit Social Networking Report:http://nonprofitsocialnetworksurvey.com•  Yes, Social Media for Nonprofits Works (a report):http://bit.ly/yessmworks•  Social Media Strategy for Nonprofits (a report):http://bit.ly/socialstrategynp•  Manage Social Networks with one plataformHootsuite.comhttp://dlvr.it/ by Frederico Carvalho
  61. 61. Frederico Carvalho email fredericodigital@gmail.com fb.com/frederico.m.carvalho pt.linkedin.com.in/fredcarvalhoPhoto by: Rui Ricardo

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