Social Networking For Fundraisers

Social Networking for Fundraisers
By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)

Who’s Talking?
Jeff Patrick
President
Common Knowledge
@commonknow ^jp
Frank Barry
Managing Consultant
Blackbaud
@franswaa

In this session, using real-world case studies we'll look at why social networking is valuable for nonprofits, and how it can be used for fundraising:
Why Social Networking?
Examples and Case Studies
Return on Investment
Social Networking for Fundraisers

Why should I be using social networks?
Some stats to ponder …

50 Million Users?
How long did it take for these mediums to reach 50 M users
Radio: 38 years
TV: 13 years
Internet: 4 years
Facebook added 1 M users in 9 months
Source: http://www.socialnomics.com

Online EcosystemIntegrated Fundraising is the only way to go

Online Ecosystem (Integrated Fundraising)
External Networks
Campaign
Facebook
OrgFacebookPage
Corp
Partners
Coalition
Partners
Twitter
OrgTwitterAccount
Organization
Website
Blogosphere
Org
Blog
Internal Networks

Online Ecosystem: LIVESTRONG (Integrated Fundraising)
Facebook
Twitter
YouTube
Website
Flickr
Blog
Events

Online Ecosystem: LIVESTRONG (Integrated Fundraising)

140 Smiles CampaignTwitter Fundraising Case Study

140 Smiles Campaign
Nonprofit:
Operation Smile
Campaign:
140Smiles
Fundraising Goal:
$33,000
Actual:
$23,250
In-Process
Time Period:
May 31 – Sep 15 2009

140 Smiles Campaign

140 Characters for 140 Smiles Campaign

140 Smiles Donation Interface with Twitter

EpicChange
12for12k
Twestival
Case studies on social network influence

Epic Change
Campaign:
Tweetsgiving
Fundraising Goal:
$10,000
Actual:
$11,131
372 contributors
$29.92 avg gift
Time Period:
Nov 25 – 27 2008

12for12k
Campaign:
Tweet-a-Thon
Fundraising Goal:
$12,000
Actual:
$15,549.69
Time Period:
Dec 1 – 31 2008
Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/

Charity : Water
Campaign:
Twestival
1,000 volunteers
202 cities joined
10k + attended
Actual:
$250k

Friends for PeaceCase Study

Friends for Peace Campaign
www.friendsforpeace.org
30

31
Map of Supporters

32
Objectives
List building, donor cultivation & activation
Be positive, not negative
Connect supporters to one another and to AFSC
Channels
Online: Email, search engine ads, banner ads
Offline: Print ads, direct mail

33
Direct Mail
Friends for Peace Sign: Folded over as envelope
Letter: Your support for peace and the work of AFSC
Results
“Most successful package in years”
Jan 08: 100K pieces -May 08: 200K
Response Rate: 1.6% ● Response Rate:1.5%
Mar 08: 200K pieces
Response Rate: 1.3%

Beat Cancer
Creativity and Partnership

#BeatCancer
24 hours
Twitter, Facebook and Blogging using #BeatCancer
1 penny per message donated
209,771 mentions in 1 day
100 M overall impressions of the #BeatCancer
Set world record for online impressions
Raised over $70,000 Sponsored by Ebay/Paypal and MillerCoors Brewing
All money will be donated to non-profit cancer organizations

House Network, Facebook & CausesAnnual Fund Giving – Two Case Studies

Annual Fund Individual Giving
37

Annual Fund - Causes
38

Gift Fundraising
Don't just send friends any gift, send a gift that makes a difference. 50% of all proceeds go to animal charities you choose. Adopting pets from Pets Cybershelter helps REAL animals! Send friends a Facebook family member or adopt pets for your page
39

Facebook
Extending Peer to Peer Fundraising

Peer to Peer Event Fundraising
1 M+ walkers
450+ events

Peer to Peer Event Fundraising (Events Site)
Event Site
Registrant Page
Registrant Giving Form
Registrant Email Tools
Team Tools
Promotional Tools
Donor Recognition
Gift Thermometer
Offline Giving Options
Phone Support

Peer to Peer Event Fundraising (Go Social)

Peer to Peer Event Fundraising: Results
370+ events have activated Twitter or Facebook
Although Facebook has only been out for ½ as long as Twitter, it has surpassed Twitter in Active Users.
Participants have raised nearly 3x more with Facebook
*Participants that have sent at least one message

Peer to Peer Event Fundraising: Results
But Twitter has drastically higher Click Thru Rate
Conversion Rates and $ Generated per impression are remarkably similar
Facebook Generates more impressions
* Average of 120 Friends for Facebook & 70 Followers for Twitter

Facebook Event Fundraising (Mass Advertising via Facebook Page)
46

Facebook Event Fundraising (Widget)
http://www.facebook.com/StartWalkingNow
Displays on personal profile
Org/Event branded
Fundraising focused
Personalized giving results
Personalized donation link
Progress meter
Wall and news feed updates

Facebook Event FriendRaising (Leveraging Networks)

Facebook Event Engagement Continues

Community Site - Sponsorship
Sponsorship $$
50

Profile Badge Sponsorship
Arthritis Foundation
MySpace,
Facebook &
House Network
Badge
Sponsorship ($$)
51

House Network - Banner Advertising
52

Return on InvestmentThinking about the all mighty ROI

ROI for Social Networking Sites & Communities
Soft ROI
Awareness & branding
Education
Higher level of engagement
Higher affinity for organization
Community Building
Email List Acquisition
Advocacy
Volunteer recruitment
Hard ROI
Individual annual or membership fundraising
Event fundraising (peer-to-peer)
Major Donors
Advertising
Underwriting
Sponsorship
Cause Marketing
Grants

Questions?
Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/

Social Media Webinar Series
http://www.blackbaud.com/bb/internet/social-media.aspx

The End … We appreciate your time!
Frank Barry
Managing Consultant
Blackbaud
858.795.8947
www.blackbaud.com
frank.barry@blackbaud.com
@franswaa (http://twitter.com/franswaa)
Jeff Patrick
President & Founder
Common Knowledge
www.commonknow.com
jpatrick@commonknow.com
@commonknow (http://twitter.com/commonknow)

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Social Networking For Fundraisers

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Social Networking For Fundraisers — Presentation Transcript