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.

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Social Networking For Fundraisers

  1. 1. Social Networking for Fundraisers<br />By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)<br />
  2. 2. Who’s Talking?<br />Jeff Patrick<br />President<br />Common Knowledge<br />@commonknow ^jp<br />Frank Barry<br />Managing Consultant<br />Blackbaud<br />@franswaa<br />
  3. 3. In this session, using real-world case studies we&apos;ll look at why social networking is valuable for nonprofits, and how it can be used for fundraising:<br /><ul><li>Why Social Networking?
  4. 4. Examples and Case Studies
  5. 5. Return on Investment</li></ul>Social Networking for Fundraisers<br />
  6. 6. Why should I be using social networks?<br />Some stats to ponder …<br />
  7. 7. 50 Million Users?<br />How long did it take for these mediums to reach 50 M users<br />Radio: 38 years<br />TV: 13 years<br />Internet: 4 years<br />Facebook added 1 M users in 9 months<br />Source: http://www.socialnomics.com<br />
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  14. 14. Online EcosystemIntegrated Fundraising is the only way to go<br />
  15. 15. Online Ecosystem (Integrated Fundraising)<br />External Networks<br />Campaign<br />Facebook<br />OrgFacebookPage<br />Corp<br />Partners<br />Coalition<br />Partners<br />Twitter<br />OrgTwitterAccount<br />Organization<br />Website<br />Blogosphere<br />Org<br />Blog<br />Internal Networks<br />
  16. 16. Online Ecosystem: LIVESTRONG (Integrated Fundraising)<br />Facebook<br />Twitter<br />YouTube<br />Website<br />Flickr<br />Blog<br />Events<br />
  17. 17. Online Ecosystem: LIVESTRONG (Integrated Fundraising)<br />
  18. 18. 140 Smiles CampaignTwitter Fundraising Case Study<br />
  19. 19. 140 Smiles Campaign<br />Nonprofit:<br /> Operation Smile<br />Campaign:<br /> 140Smiles<br />Fundraising Goal:<br /> $33,000<br />Actual:<br /> $23,250<br />In-Process<br />Time Period:<br />May 31 – Sep 15 2009<br />
  20. 20. 140 Smiles Campaign<br />
  21. 21. 140 Smiles Campaign<br />
  22. 22. 140 Smiles Campaign<br />
  23. 23. 140 Characters for 140 Smiles Campaign<br />
  24. 24. 140 Smiles Donation Interface with Twitter<br />
  25. 25. 140 Smiles Donation Interface with Twitter<br />
  26. 26. 140 Smiles Donation Interface with Twitter<br />
  27. 27. EpicChange<br />12for12k<br />Twestival<br />Case studies on social network influence<br />
  28. 28. Epic Change<br />Campaign:<br /> Tweetsgiving<br />Fundraising Goal:<br /> $10,000<br />Actual:<br /> $11,131<br />372 contributors<br /> $29.92 avg gift<br />Time Period:<br /> Nov 25 – 27 2008<br />
  29. 29. 12for12k<br />Campaign:<br /> Tweet-a-Thon<br />Fundraising Goal:<br /> $12,000<br />Actual:<br /> $15,549.69<br />Time Period:<br /> Dec 1 – 31 2008<br />Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/<br />
  30. 30. Charity : Water<br />Campaign:<br /> Twestival<br />1,000 volunteers<br />202 cities joined<br />10k + attended<br />Actual:<br /> $250k<br />
  31. 31. Friends for PeaceCase Study<br />
  32. 32. Friends for Peace Campaign<br />www.friendsforpeace.org<br />30<br />
  33. 33. 31<br />Friends for Peace Campaign<br />Map of Supporters<br />
  34. 34. 32<br />Friends for Peace Campaign<br />Objectives <br />List building, donor cultivation & activation<br />Be positive, not negative <br />Connect supporters to one another and to AFSC<br />Channels<br />Online: Email, search engine ads, banner ads <br />Offline: Print ads, direct mail <br />
  35. 35. 33<br />Friends for Peace Campaign<br />Direct Mail<br />Friends for Peace Sign: Folded over as envelope<br />Letter: Your support for peace and the work of AFSC<br />Results<br />“Most successful package in years”<br />Jan 08: 100K pieces -May 08: 200K<br />Response Rate: 1.6% ● Response Rate:1.5%<br />Mar 08: 200K pieces<br />Response Rate: 1.3%<br />
  36. 36. Beat Cancer<br />Creativity and Partnership<br />
  37. 37. #BeatCancer<br />24 hours<br />Twitter, Facebook and Blogging using #BeatCancer<br />1 penny per message donated<br />209,771 mentions in 1 day <br />100 M overall impressions of the #BeatCancer<br />Set world record for online impressions<br />Raised over $70,000 Sponsored by Ebay/Paypal and MillerCoors Brewing<br />All money will be donated to non-profit cancer organizations<br />
  38. 38. House Network, Facebook & CausesAnnual Fund Giving – Two Case Studies<br />
  39. 39. Annual Fund Individual Giving<br />37<br />
  40. 40. Annual Fund - Causes<br />38<br />
  41. 41. Gift Fundraising<br />Don&apos;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 <br />39<br />
  42. 42. Facebook<br />Extending Peer to Peer Fundraising<br />
  43. 43. Peer to Peer Event Fundraising<br />1 M+ walkers<br />450+ events<br />
  44. 44. Peer to Peer Event Fundraising (Events Site)<br /><ul><li>Event Site
  45. 45. Registrant Page
  46. 46. Registrant Giving Form
  47. 47. Registrant Email Tools
  48. 48. Team Tools
  49. 49. Promotional Tools
  50. 50. Donor Recognition
  51. 51. Gift Thermometer
  52. 52. Offline Giving Options
  53. 53. Phone Support</li></li></ul><li>Peer to Peer Event Fundraising (Go Social)<br />
  54. 54. Peer to Peer Event Fundraising: Results<br />370+ events have activated Twitter or Facebook<br />Although Facebook has only been out for ½ as long as Twitter, it has surpassed Twitter in Active Users.<br />Participants have raised nearly 3x more with Facebook<br />*Participants that have sent at least one message<br />
  55. 55. Peer to Peer Event Fundraising: Results<br />But Twitter has drastically higher Click Thru Rate<br />Conversion Rates and $ Generated per impression are remarkably similar<br />Facebook Generates more impressions<br />* Average of 120 Friends for Facebook & 70 Followers for Twitter<br />
  56. 56. Facebook Event Fundraising (Mass Advertising via Facebook Page)<br />46<br />
  57. 57. Facebook Event Fundraising (Widget)<br />http://www.facebook.com/StartWalkingNow<br /><ul><li>Displays on personal profile
  58. 58. Org/Event branded
  59. 59. Fundraising focused
  60. 60. Personalized giving results
  61. 61. Personalized donation link
  62. 62. Progress meter
  63. 63. Wall and news feed updates</li></li></ul><li>Facebook Event FriendRaising (Leveraging Networks)<br />
  64. 64. Facebook Event Engagement Continues<br />
  65. 65. Community Site - Sponsorship<br />Sponsorship $$<br />50<br />
  66. 66. Profile Badge Sponsorship<br />Arthritis Foundation<br />MySpace,<br />Facebook &<br />House Network<br />Badge<br />Sponsorship ($$)<br />51<br />
  67. 67. House Network - Banner Advertising<br />52<br />
  68. 68. Return on InvestmentThinking about the all mighty ROI<br />
  69. 69. ROI for Social Networking Sites & Communities<br />Soft ROI<br />Awareness & branding<br />Education<br />Higher level of engagement<br />Higher affinity for organization<br />Community Building<br />Email List Acquisition<br />Advocacy<br />Volunteer recruitment<br />Hard ROI<br />Individual annual or membership fundraising<br />Event fundraising (peer-to-peer)<br />Major Donors<br />Advertising<br />Underwriting<br />Sponsorship<br />Cause Marketing<br />Grants<br />
  70. 70. Questions?<br />Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/<br />
  71. 71. Social Media Webinar Series<br />http://www.blackbaud.com/bb/internet/social-media.aspx<br />
  72. 72. The End … We appreciate your time!<br />Frank Barry<br />Managing Consultant<br />Blackbaud<br />858.795.8947<br />www.blackbaud.com<br />frank.barry@blackbaud.com<br />@franswaa (http://twitter.com/franswaa) <br />Jeff Patrick<br />President & Founder<br />Common Knowledge<br />www.commonknow.com<br />jpatrick@commonknow.com<br />@commonknow (http://twitter.com/commonknow) <br />

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