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

Who’s Talking?Jeff PatrickPresidentCommon Knowledge@commonknow ^jpFrank BarryManaging ConsultantBlackbaud@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 StudiesReturn on InvestmentSocial Networking for Fundraisers

Why Social Networking?

Examples and Case Studies

Return on Investment

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 usersRadio: 38 yearsTV: 13 yearsInternet: 4 yearsFacebook added 1 M users in 9 monthsSource: http://www.socialnomics.com

Online EcosystemIntegrated Fundraising is the only way to go

Online Ecosystem (Integrated Fundraising)External NetworksCampaignFacebookOrgFacebookPageCorpPartnersCoalitionPartnersTwitterOrgTwitterAccountOrganizationWebsiteBlogosphereOrgBlogInternal Networks

Online Ecosystem: LIVESTRONG (Integrated Fundraising)FacebookTwitterYouTubeWebsiteFlickrBlogEvents

Online Ecosystem: LIVESTRONG (Integrated Fundraising)

140 Smiles CampaignTwitter Fundraising Case Study

140 Smiles CampaignNonprofit: Operation SmileCampaign: 140SmilesFundraising Goal: $33,000Actual: $23,250In-ProcessTime 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

EpicChange12for12kTwestivalCase studies on social network influence

Epic ChangeCampaign: TweetsgivingFundraising Goal: $10,000Actual: $11,131372 contributors $29.92 avg giftTime Period: Nov 25 – 27 2008

12for12kCampaign: Tweet-a-ThonFundraising Goal: $12,000Actual: $15,549.69Time Period: Dec 1 – 31 2008Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/

Charity : WaterCampaign: Twestival1,000 volunteers202 cities joined10k + attendedActual: $250k

Friends for PeaceCase Study

Friends for Peace Campaignwww.friendsforpeace.org30

31Friends for Peace CampaignMap of Supporters

32Friends for Peace CampaignObjectives List building, donor cultivation & activationBe positive, not negative Connect supporters to one another and to AFSCChannelsOnline: Email, search engine ads, banner ads Offline: Print ads, direct mail

33Friends for Peace CampaignDirect MailFriends for Peace Sign: Folded over as envelopeLetter: Your support for peace and the work of AFSCResults“Most successful package in years”Jan 08: 100K pieces -May 08: 200KResponse Rate: 1.6% ● Response Rate:1.5%Mar 08: 200K piecesResponse Rate: 1.3%

Beat CancerCreativity and Partnership

#BeatCancer24 hoursTwitter, Facebook and Blogging using #BeatCancer1 penny per message donated209,771 mentions in 1 day 100 M overall impressions of the #BeatCancerSet world record for online impressionsRaised over $70,000 Sponsored by Ebay/Paypal and MillerCoors BrewingAll money will be donated to non-profit cancer organizations

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

Annual Fund Individual Giving37

Annual Fund - Causes38

Gift FundraisingDon'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

FacebookExtending Peer to Peer Fundraising

Peer to Peer Event Fundraising1 M+ walkers450+ events

Peer to Peer Event Fundraising (Events Site)Event SiteRegistrant PageRegistrant Giving FormRegistrant Email ToolsTeam ToolsPromotional ToolsDonor RecognitionGift ThermometerOffline Giving OptionsPhone Support

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: Results370+ events have activated Twitter or FacebookAlthough 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: ResultsBut Twitter has drastically higher Click Thru RateConversion Rates and $ Generated per impression are remarkably similarFacebook 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/StartWalkingNowDisplays on personal profileOrg/Event brandedFundraising focusedPersonalized giving resultsPersonalized donation linkProgress meterWall and news feed updates

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 - SponsorshipSponsorship $$50

Profile Badge SponsorshipArthritis FoundationMySpace,Facebook &House NetworkBadgeSponsorship ($$)51

House Network - Banner Advertising52

Return on InvestmentThinking about the all mighty ROI

ROI for Social Networking Sites & CommunitiesSoft ROIAwareness & brandingEducationHigher level of engagementHigher affinity for organizationCommunity BuildingEmail List AcquisitionAdvocacyVolunteer recruitmentHard ROIIndividual annual or membership fundraisingEvent fundraising (peer-to-peer)Major DonorsAdvertisingUnderwritingSponsorshipCause MarketingGrants

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

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

The End … We appreciate your time!Frank BarryManaging ConsultantBlackbaud858.795.8947www.blackbaud.comfrank.barry@blackbaud.com@franswaa (http://twitter.com/franswaa) Jeff PatrickPresident & FounderCommon Knowledgewww.commonknow.comjpatrick@commonknow.com@commonknow (http://twitter.com/commonknow)