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Social Networking For Fundraisers
 

Social Networking For Fundraisers

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Using real-world case studies we'll look at why social networking is valuable for nonprofits, and how it can be used for fundraising.

Using real-world case studies we'll look at why social networking is valuable for nonprofits, and how it can be used for fundraising.

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  • Let's chat. I'll catch you on Twitter and we can set up a phone call.
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  • Frank and Jeff - Can you help me to understand slide #8? For example, does it mean that 29% of nonprofits raise money through facebook?Am I reading it right? Is this data relevant to US nonprofits only? Is there any figure that can help me understand how much money nonprofits are raising, on average, on each social network site? (This last question is what I'd love to know the answer to the most.)
    Thanks a bunch!
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    Social Networking For Fundraisers Social Networking For Fundraisers Presentation Transcript

    • 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 Smiles Campaign
    • 140 Smiles Campaign
    • 140 Characters for 140 Smiles Campaign
    • 140 Smiles Donation Interface with Twitter
    • 140 Smiles Donation Interface with Twitter
    • 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
      Friends for Peace Campaign
      Map of Supporters
    • 32
      Friends for Peace Campaign
      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
      Friends for Peace Campaign
      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)