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Fundraising and Social Media

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Presentation give to Women in Development of Greater Boston in November, 2009

Presentation give to Women in Development of Greater Boston in November, 2009

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Fundraising and Social Media Fundraising and Social Media Presentation Transcript

  • Social Media & Fundraising October 29, 2009
  • A Story...
  • A Story...
  • A Story... •Takeoff at 3:26pm
  • A Story... •Takeoff at 3:26pm •Picture taken at 3:33pm
  • A Story... •Takeoff at 3:26pm •Picture taken at 3:33pm •Uploaded to Twitpic at 3:36pm
  • A Story... •Takeoff at 3:26pm •Picture taken at 3:33pm •Uploaded to Twitpic at 3:36pm •CNN breaks story at 4:00pm
  • A Story... •Takeoff at 3:26pm •Picture taken at 3:33pm •Uploaded to Twitpic at 3:36pm •CNN breaks story at 4:00pm Why is this Important?
  • A Story... •Takeoff at 3:26pm •Picture taken at 3:33pm •Uploaded to Twitpic at 3:36pm •CNN breaks story at 4:00pm Why is this Important? Information, News, Content Technology Relationships
  • A Story... •Takeoff at 3:26pm •Picture taken at 3:33pm •Uploaded to Twitpic at 3:36pm •CNN breaks story at 4:00pm Why is this Important? Information, News, Content Technology Relationships Sounds a lot like
  • A Story... •Takeoff at 3:26pm •Picture taken at 3:33pm •Uploaded to Twitpic at 3:36pm •CNN breaks story at 4:00pm Why is this Important? Information, News, Content Technology Relationships Sounds a lot like Social Media...
  • Today’s Agenda • A Social Media story • Introductions- why are we here today? • Social Media - the basics • Examples and best practices • Can you raise money using Social Media? • Video • Measurement/ROI • Listening tools • Ok, now what? • Resources •Q&A
  • • A Social Media story • Introductions- why are we here today? • Social Media - the basics • Examples and best practices • Can you raise money using Social Media? • Video • Measurement/ROI • Listening tools • Ok, now what? • Resources •Q&A
  • • A Social Media story • Introductions- why are we here today? • Social Media - the basics • Examples and best practices • Can you raise money using Social Media? • Video • Measurement/ROI • Listening tools • Ok, now what? •Q&A
  • Social Media: Some Context 1440 1891 1928 1989 2007 The Internet • Blogs • News • Wikis • Social Bookmarks • Social Networks • Multimedia sharing
  • What is Social Media?
  • What is Social Media? • Blogs • News • Wikis • Social Bookmarks • Social Networks • Multimedia sharing
  • Key Takeaways Today Social Media is Not.... • a place to plug yourself or your institution • a cheap and easy alternative to regular marketing practices • for everyone and every business • is not easily measurable- are you ok with that? • a Monologue Social Media is... • a Dialogue • about relationships • about content and ideas you share • ongoing • real. honest. transparent. • changing the way you raise money, talk to your constituents and raise awareness for your cause
  • But.....
  • But..... It’s a bunch of teenagers
  • But..... It’s a bunch of teenagers - Fastest growing segment are women 45+ (Nielsen May, 2009)
  • But..... It’s a bunch of teenagers - Fastest growing segment are women 45+ (Nielsen May, 2009) I don’t have time for it
  • But..... It’s a bunch of teenagers - Fastest growing segment are women 45+ (Nielsen May, 2009) I don’t have time for it - More people spend time on social networks than on email (Nielsen, June 2009)
  • But..... It’s a bunch of teenagers - Fastest growing segment are women 45+ (Nielsen May, 2009) I don’t have time for it - More people spend time on social networks than on email (Nielsen, June 2009) What’s my ROI?
  • But..... It’s a bunch of teenagers - Fastest growing segment are women 45+ (Nielsen May, 2009) I don’t have time for it - More people spend time on social networks than on email (Nielsen, June 2009) What’s my ROI? - What’s the ROI on the relationships you have built over the past 5,10, 20 years? Can you measure your rolodex?
  • But..... It’s a bunch of teenagers - Fastest growing segment are women 45+ (Nielsen May, 2009) I don’t have time for it - More people spend time on social networks than on email (Nielsen, June 2009) What’s my ROI? - What’s the ROI on the relationships you have built over the past 5,10, 20 years? Can you measure your rolodex? I can’t control it!
  • But..... It’s a bunch of teenagers - Fastest growing segment are women 45+ (Nielsen May, 2009) I don’t have time for it - More people spend time on social networks than on email (Nielsen, June 2009) What’s my ROI? - What’s the ROI on the relationships you have built over the past 5,10, 20 years? Can you measure your rolodex? I can’t control it! What if someone says something negative?
  • But..... It’s a bunch of teenagers - Fastest growing segment are women 45+ (Nielsen May, 2009) I don’t have time for it - More people spend time on social networks than on email (Nielsen, June 2009) What’s my ROI? - What’s the ROI on the relationships you have built over the past 5,10, 20 years? Can you measure your rolodex? I can’t control it! What if someone says something negative? What about my voice- who can I trust with our message?
  • But..... It’s a bunch of teenagers - Fastest growing segment are women 45+ (Nielsen May, 2009) I don’t have time for it - More people spend time on social networks than on email (Nielsen, June 2009) What’s my ROI? - What’s the ROI on the relationships you have built over the past 5,10, 20 years? Can you measure your rolodex? I can’t control it! What if someone says something negative? What about my voice- who can I trust with our message? Information Overload
  • But.....
  • • A Social Media story • Introductions- why are we here today? • Social Media - the basics • Examples and best practices • Can you raise money using Social Media? • Video • Measurement/ROI • Listening tools • Ok, now what? • Resources •Q&A
  • Best Practices- The Arts
  • Best Practices- Schools and Higher Ed
  • Best Practices- Healthcare and Hospitals Best Practices- Healthcare
  • • A Social Media story • Introductions- why are we here today? • Social Media - the basics • Examples and best practices • Can you raise money using Social Media? • Video • Measurement/ROI • Listening tools • Ok, now what? • Resources •Q&A
  • Can you raise money using Social Media?...Yes • Blogs • News • Wikis • Social Bookmarks • Social Networks • Multimedia sharing
  • Can you raise money using Social Media?...No? • Blogs • News • Wikis • Social Bookmarks • Social Networks • Multimedia sharing
  • Raising Money Online....
  • Raising Money Online.... • Think about the relationship first....
  • Raising Money Online.... • Think about the relationship first.... • who are you trying to reach? New donors or old ones?
  • Raising Money Online.... • Think about the relationship first.... • who are you trying to reach? New donors or old ones? • how will you reach them? Twitter, Facebook?
  • Raising Money Online.... • Think about the relationship first.... • who are you trying to reach? New donors or old ones? • how will you reach them? Twitter, Facebook? • when you do reach them- what do you do?
  • Raising Money Online.... • Think about the relationship first.... • who are you trying to reach? New donors or old ones? • how will you reach them? Twitter, Facebook? • when you do reach them- what do you do? • Content is King
  • Raising Money Online.... • Think about the relationship first.... • who are you trying to reach? New donors or old ones? • how will you reach them? Twitter, Facebook? • when you do reach them- what do you do? • Content is King • give them a reason to talk about your school, your museum, your cause
  • Raising Money Online.... • Think about the relationship first.... • who are you trying to reach? New donors or old ones? • how will you reach them? Twitter, Facebook? • when you do reach them- what do you do? • Content is King • give them a reason to talk about your school, your museum, your cause • Social Media to augment, not replace
  • Raising Money Online.... • Think about the relationship first.... • who are you trying to reach? New donors or old ones? • how will you reach them? Twitter, Facebook? • when you do reach them- what do you do? • Content is King • give them a reason to talk about your school, your museum, your cause • Social Media to augment, not replace • find areas of commonality
  • Raising Money Online.... • Think about the relationship first.... • who are you trying to reach? New donors or old ones? • how will you reach them? Twitter, Facebook? • when you do reach them- what do you do? • Content is King • give them a reason to talk about your school, your museum, your cause • Social Media to augment, not replace • find areas of commonality • Offline and online - human touch
  • Raising Money Online.... • Think about the relationship first.... • who are you trying to reach? New donors or old ones? • how will you reach them? Twitter, Facebook? • when you do reach them- what do you do? • Content is King • give them a reason to talk about your school, your museum, your cause • Social Media to augment, not replace • find areas of commonality • Offline and online - human touch • Integrate with website/marketing materials
  • • A Social Media story • Introductions- why are we here today? • Social Media - the basics • Examples and best practices • Can you raise money using Social Media? • Video • Measurement/ROI • Listening tools • Ok, now what? • Resources •Q&A
  • Video • What are you trying to say with Video that you can’t say using other platforms? • Video production isn’t cheap • Don’t expect to go viral overnight • Start slowly and simple… • Content •existing video •psa’s •b-roll, news footage, etc. • New content •daily, weekly video •user-generated content from patients, students, fundraisers, etc • Blogs • News • Wikis • Social Bookmarks • Social Networks • Multimedia sharing
  • Video- it’s not just YouTube • Vimeo • Viddler • Facebook • Veoh • Brightcove • Yahoo • Dailymotion • Blogs • News • Wikis • Social Bookmarks • Social Networks • Multimedia sharing
  • But Maybe it is YouTube... • Blogs • News • Wikis • Social Bookmarks • Social Networks • Multimedia sharing
  • • A Social Media story • Introductions- why are we here today? • Social Media - the basics • “The Big Three” - Linkedin, Twitter and Facebook • Examples and best practices • Can you raise money using Social Media? • Video • Measurement/ROI • Listening tools • Now what? •Q&A
  • Measurement/ROI
  • Measurement/ROI • Hard, but possible
  • Measurement/ROI • Hard, but possible • What are you going to measure
  • Measurement/ROI • Hard, but possible • What are you going to measure • Quality, not quantity
  • Measurement/ROI • Hard, but possible • What are you going to measure • Quality, not quantity • Can you measure your rolodex?
  • • A Social Media story • Introductions- why are we here today? • Social Media - the basics • “The Big Three” - Linkedin, Twitter and Facebook • Examples and best practices • Can you raise money using Social Media? • Video • Measurement/ROI • Listening tools • Now what? •Q&A
  • Listening Tools
  • Listening Tools
  • • A Social Media story • Introductions- why are we here today? • Social Media - the basics • “The Big Three” - Linkedin, Twitter and Facebook • Examples and best practices • Can you raise money using Social Media? • Video • Measurement/ROI • Listening tools • Now what? •Q&A
  • Ok, Now What?
  • Ok, Now What? • What are your goals?
  • Ok, Now What? • What are your goals? •just fundraising
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you?
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you? • Who is leading the charge?
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you? • Who is leading the charge? • Baby steps
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you? • Who is leading the charge? • Baby steps • Don’t succumb to analysis paralysis: experiment, see what works, then
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you? • Who is leading the charge? • Baby steps • Don’t succumb to analysis paralysis: experiment, see what works, then move on
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you? • Who is leading the charge? • Baby steps • Don’t succumb to analysis paralysis: experiment, see what works, then move on •small pilots
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you? • Who is leading the charge? • Baby steps • Don’t succumb to analysis paralysis: experiment, see what works, then move on •small pilots •fail fast
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you? • Who is leading the charge? • Baby steps • Don’t succumb to analysis paralysis: experiment, see what works, then move on •small pilots •fail fast •reiterate
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you? • Who is leading the charge? • Baby steps • Don’t succumb to analysis paralysis: experiment, see what works, then move on •small pilots •fail fast •reiterate •Social Media Policy- Altimeter Group- good examples
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you? • Who is leading the charge? • Baby steps • Don’t succumb to analysis paralysis: experiment, see what works, then move on •small pilots •fail fast •reiterate •Social Media Policy- Altimeter Group- good examples •Train and Empower!
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you? • Who is leading the charge? • Baby steps • Don’t succumb to analysis paralysis: experiment, see what works, then move on •small pilots •fail fast •reiterate •Social Media Policy- Altimeter Group- good examples •Train and Empower! •Do what works for you or your school, hospital, non-profit
  • Ok, Now What? • What are your goals? •just fundraising •alumni relations •recruiting •focus group- what are people saying about you? • Who is leading the charge? • Baby steps • Don’t succumb to analysis paralysis: experiment, see what works, then move on •small pilots •fail fast •reiterate •Social Media Policy- Altimeter Group- good examples •Train and Empower! •Do what works for you or your school, hospital, non-profit •Share your success with everyone
  • Step 1: Listen
  • Step 2: Engage
  • Step 3: Create Content
  • Step 3: Create Content
  • Twitter Content Sources •New blog posts •Industry news •Fun around the office •Quotes, thoughts, anecdotes •The retweet •Hashtags •Trending news on twitter •Competitors •Poll •Facebook •Flickr •Other • Blogs • News • Wikis • Social Bookmarks • Social Networks • Multimedia sharing
  • Community Building
  • Community Building
  • Questions? October 29, 2009