Raising More Money Using Social Media Tools


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This is a presentation I gave to members of The Nonprofit Net in Lexington, MA on how to raise more money using social media and online tools.

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Raising More Money Using Social Media Tools

  1. 1. Raising More Money With Social Media Tools September 13, 2012 The Nonprofit Net, Inc.
  2. 2. Who Am I? Served with the U.S. Peace Corps 2000-2002 Began nonprofit career writing grants and press releases Worked at small, grassroots nonprofits and large institutions of higher education Started J Campbell Social Marketing in 2011 to help nonprofits and small businesses work better and smarter using online tools Advocate and cheerleader for social media NOT a social media “expert” (I don’t believe in that term) Slides available: www.jcsocialmarketing.com Slides available at: www.jcsocialmarketing.com
  3. 3. “Social Media” – What Is It?  Any online technology or practice that people use to share (content, opinions, insights, experiences, perspectives and media).  REAL interactions in REAL time. Slides available at: www.jcsocialmarketing.com
  4. 4. “Social Media” – Is It A Fad?  No.  The platforms may change (anyone remember Friendster and Myspace?) – but the concept is not going to change.  Social media has revolutionized the way we communicate with each other on a personal and professional level.  Social media has completely changed our expectations of brands, companies and nonprofits. Slides available at: www.jcsocialmarketing.com
  5. 5. Slides available at: www.jcsocialmarketing.com
  6. 6. 2012 Nonprofit Social Networking Report 98% have a Facebook page with an average community size of over 8k fans. Average Facebook and Twitter communities grew by 30% and 81% in 2011, respectively. Slides available at: www.jcsocialmarketing.com
  7. 7. 2012 Nonprofit Social Networking Report 73% of respondents allocate half of a full time employee to managing social networking activities. 43% budget zero dollars for their social networking activities. The top 3 factors for nonprofit success in social media are:  Strategy  Prioritization  Dedicated staff Slides available at: www.jcsocialmarketing.com
  8. 8. What Does It Mean For Nonprofits? Extension of donor relations – research, stewardship, cultivation, connection. Public awareness! “We do such great work but no one has ever heard of us!” Transparency – You can no longer operate in a silo. Public accountability. Digging deep into the “Why would anyone care?” question.  We know why.  But can we convey it? Slides available at: www.jcsocialmarketing.com
  9. 9. Great! But Does It Work?Blackbaud found that:“Supporters who achieve the strongest fundraising success combined multiple social media tools (along with email and in person connections) in their communication efforts.Overall, participants that adopted integrated social media tools increased their fundraising by as much as 40% compared to their peers who weren’t using the available online tools.” Link: http://www.netwitsthinktank.com/friends-asking-friends/using-social-media- increases-fundraising-by-40-percent.htm Slides available at: www.jcsocialmarketing.com
  10. 10. Slides available at: www.jcsocialmarketing.com
  11. 11. Does This Sound Familiar?  If we get on Facebook, the donations will POUR in!  I heard of an organization that raised a million dollars using Twitter!  Let’s get our fundraising video on YouTube and have it go viral! Slides available at: www.jcsocialmarketing.com
  12. 12. The Bad News…  Social media is not a silver bullet.  It is not entirely free.  It cannot be done well in an hour a week.  It requires a commitment of resources, staff, capacity and knowledge building.  It is never done (you can’t cross it off the To Do list). Slides available at: www.jcsocialmarketing.com
  13. 13. The Good News…  If you have an Internet connection it is accessible to you!  It’s fun!  It’s mostly free!  When done consistently and done well, the results can be astounding!  Your donors, volunteers and community are already there, waiting for you! Slides available at: www.jcsocialmarketing.com
  14. 14. Fundraising Principles Do Not ChangeIt’s a Relationship, Not a Transaction  Your supporters are your community first.  Talk to them often.Reach People Where They Are, Not Where You Want Them To Be  On their terms (phone, email, social media, events).Make the Story Count  Faces. Stories. Of real people.  Individual success stories.Taken from “Fundraising: People First, Dollars Next”, posted on the Inspiring Generosity blog Slides available at: www.jcsocialmarketing.com
  15. 15. Fundraising Principles Do Not ChangeTalk to Me, Not to a “Dear Friend”  You need to know who I am.  Segment lists.  Personalize. We expect it.Put Your House In Order  Walk through a donor’s journey, from start to finish.  What is the response rate and level of acknowledgement?Thank Supporters (On Time)!  Goes back to internal processes.Taken from “Fundraising: People First, Dollars Next”, posted on the Inspiring Generosity blog Slides available at: www.jcsocialmarketing.com
  16. 16. “Because fundraising is really about a relationship, a series ofconversations between humans, for the greater good. Dollarsare just one outcome.” - NetWitsThinkTank Slides available at: www.jcsocialmarketing.com
  17. 17. Four Steps In Fundraising1. Discovery2. Cultivation3. Solicitation4. StewardshipFace-to-face connectionsPersonal relationshipsSocial media can enhance these efforts and cast a larger net for donor prospecting Slides available at: www.jcsocialmarketing.com
  18. 18. Discovery  Look at your email newsletter subscribers  Look at your blog readership  Look at your Facebook fans, Twitter followers, etc.  Use LinkedIn!  People can add causes they care about to their profiles  Search LinkedIn Groups  Follow companies that you want to partner with Slides available at: www.jcsocialmarketing.com
  19. 19. Cultivation  Donors want to be informed.  Use it for staying in touch.  Use social media to:  Post updates, announcements, events, photos, stories  Show the impact their donation is making  Acknowledge them and their donation/investment Slides available at: www.jcsocialmarketing.com
  20. 20. Solicitation  No major gift solicitations via social media!!!  Online giving campaigns are different.  Personal, major gifts are always done in person. Idea:  People want to be part of Have a donor write a guest blog successful things. post or Facebook post about why they decided to donate.  Show them that their friends, colleagues and community is giving too. Slides available at: www.jcsocialmarketing.com
  21. 21. Stewardship  Say thank you. Repeatedly.  Keep donors information, involved and important  Post info about how the money is being used  Success stories  Giving donors early info about events  Breaking news  Acknowledgement on your website Slides available at: www.jcsocialmarketing.com
  22. 22. Questions so far? Next part of the presentation:  6 Tools for Fundraising Online  How To Conduct A Successful Online Fundraising Campaign Slides available at: www.jcsocialmarketing.com
  23. 23. 6 Tools for Fundraising Online 1) ChipIn Works like a donate button with a thermometer measuring the campaign’s progress. Subscribing is free, they go through PayPal. Rates start at 2.5%. Slides available at: www.jcsocialmarketing.com
  24. 24. 6 Tools for Fundraising Online 2) ChangingThePresent Connects donors with more than 1,500 charitable gifts (“Help stop global warming for $20”, “Adopt a tiger for $40”). A premium nonprofit profile costs $100/year. Rates at 3%. Slides available at: www.jcsocialmarketing.com
  25. 25. 6 Tools for Fundraising Online 3) Razoo Helps donors find inspiring giving opportunities and helps nonprofits and volunteers create fundraising pages. You can accept donations on your Facebook page, your website and check in from your iPhone app. Flat 2.9% rate. Slides available at: www.jcsocialmarketing.com
  26. 26. 6 Tools for Fundraising Online 4) Causes Can post Cause profiles on your Facebook page. 4.75% free processed through Network for Good. Slides available at: www.jcsocialmarketing.com
  27. 27. 6 Tools for Fundraising Online 5) FirstGiving Create your own individual fundraising pages. To link pages back to your site is $300/year. Rates – 5% + 2% CC. Slides available at: www.jcsocialmarketing.com
  28. 28. 6 Tools for Fundraising Online 6) **My favorite:** Fundly 1.9% fee + 3.0% for credit card processing. No monthly fee. $100 is the average Facebook donation for shared campaigns. Nonprofits and individuals can both use Fundly. Ease of use. Slides available at: www.jcsocialmarketing.com
  29. 29. Tips from Fundly CEO Dave Boyce How to turn donors into fundraisers! You can triple your online giving by inviting people to invite their followers and friends! “I invite you!” – Peer-to-peer ask is most powerful. Slides available at: www.jcsocialmarketing.com
  30. 30. Online Giving Campaigns Step By Step Guide to a Successful Online Giving Campaign 1) What is the project you are funding?  “General Operations” doesn’t cut it.  Something specific and tangible.  Playground, arts equipment, instruments, field trip, classroom, job training, food, books 2) Get very specific.  Set a price tag and a deadline.  Is your date 3 months out (ideal)?  Is your target achievable? Slides available at: www.jcsocialmarketing.com
  31. 31. Online Giving Campaigns 3) Set Giving Levels.  Make them fun.  Make them meaningful.  $700 gets you the slide! 4) Share stories.  Why should people care?  Photos  Videos  Personal experiences  Blog posts Slides available at: www.jcsocialmarketing.com
  32. 32. Online Giving Campaigns 5) Email launch!  Target: “We are raising $22,500 by October 15.”  Objective: “This will allow us to open one new classroom.”  Make it personal!  Send an update per week. 3 lines, very brief, very personal. 6) Use social media.  Facebook  Twitter  LinkedIn  Google+  YouTube  Pinterest Slides available at: www.jcsocialmarketing.com
  33. 33. Online Giving Campaigns 7) Recruit help.  Get your top supporters to set up their own pages!  “Rinse and repeat” 8) Use your website real estate.  Embed the campaign Donate Button on your website.  Be consistent across all marketing and communication channels.  Don’t want to confuse donors! Slides available at: www.jcsocialmarketing.com
  34. 34. Online Giving Campaigns 9) Celebrate!!  Announce when you reach milestones.  Get everyone excited!!! Keep up the enthusiasm!  Provide evidence of the money’s impact. Slides available at: www.jcsocialmarketing.com
  35. 35. Online Fundraising: Tips  Experience another charity’s online donation process.  Is the Donate Now button easy to find?  Is the donation process difficult and complicated?  Are the forms long and cumbersome?  What is the acknowledgement process?  Where could they improve?  What are they doing well?  What could your organization emulate? Slides available at: www.jcsocialmarketing.com
  36. 36. Example: The Ellie Fund You think you have no time for social media? Meet Julie Nations, Executive Director of small Boston nonprofit The Ellie Fund, mother of 3 boys under 6, social media maven! Get her (awesome) presentation from Social Media for Nonprofits: http://www.slideshare.net/SM4nonprofits/julie-nations- ellie-fund Big Idea Wall: Write down everything that you do and figure out where social media can fit in. “Plan the work and work the plan.” Slides available at: www.jcsocialmarketing.com
  37. 37. Twive and Receive Twive and Receive National Giving Day on June 14 Twitter-based giving day Cities across America compete to win their share of $30,000 in award money for a locally-serving nonprofit (Razoo Foundation). Only one nonprofit per city was allowed to compete. Communities fundraised using Twitter, other social networks and electronic media. Slides available at: www.jcsocialmarketing.com
  38. 38. Twive and Receive Twive and Receive Two goals Raise money Raise capacity for nonoprofits The importance of including training in this “A giving day like this should be an exercise that bilds nonprofits’ social media capacity, and encourages them to try out new and different skills and theories.” Slides available at: www.jcsocialmarketing.com
  39. 39. Twive and Receive Twive and Receive Two goals Raise money Raise capacity for nonoprofits The importance of including training in this “A giving day like this should be an exercise that bilds nonprofits’ social media capacity, and encourages them to try out new and different skills and theories.” Slides available at: www.jcsocialmarketing.com
  40. 40. Example: The Ellie Fund Slides available at: www.jcsocialmarketing.com
  41. 41. Ellie Fund’s 4 Winning Strategies1) Don’t make it about the money.2) Create a compelling story.  Chance of winning $15K is not a very compelling story.  They decided to tell the untold story of breast cancer: how the families and kids are affected in addition to the cancer patient.  They created a team of superheroes  Filmed 5 kids talking about their experiences Slides available at: www.jcsocialmarketing.com
  42. 42. Twive and Receive http://www.youtube.com/watch?v=kQYdVGlLb- g&feature=plcp Slides available at: www.jcsocialmarketing.com
  43. 43. Ellie Fund’s Winning Strategies3) Leverage existing assets.4) Plan!! Facebook  Determine what your main call-to-action is for your supporters.  Find compelling pictures to include in your posts.  Always link back to your fundraising page.  Post a few times a day and start between 9 and 10AM.  Make sure your message is clear and concise.  Keep Facebook posts as short as a Tweet (140 characters max).Adapted from John Haydon’s Social Media Checklist:http://social.razoo.com/2012/06/your-weekly-social-media-checklist/ Slides available at: www.jcsocialmarketing.com
  44. 44. Ellie Fund’s Winning Strategies Twitter  Schedule Tweets with links to your fundraising page ahead of time.  Choose exciting phrases like “Show your support on June 14th!” and “Be part of the movement!”  Use platforms like HootSuite to gather information on which Tweets got the most clicks.  Do keyword searches relevant to your organization’s mission, like “animal rights” or “environment”.  Engage in conversations with them when you have relevant information to share (that’s not always about just your organization).  Follow people back and ReTweet other posts so those people can take notice of you.Adapted from John Haydon’s Social Media Checklist:http://social.razoo.com/2012/06/your-weekly-social-media-checklist/ Slides available at: www.jcsocialmarketing.com
  45. 45. Ellie Fund’s Winning Strategies Pinterest  Pin posts with compelling images related to your cause.  Try pinning resources from other places—not just from your organization—to help you build relationships with other people in your area.  Comment, like, and repin other people’s posts. And if you get a comment, like, or repin from your posts, thank them! Google Analytics  In everything you do, measure! See what works, what doesn’t work, and adjust accordingly. Metrics are your friends!Adapted from John Haydon’s Social Media Checklist:http://social.razoo.com/2012/06/your-weekly-social-media-checklist/ Slides available at: www.jcsocialmarketing.com
  46. 46. Take Aways Don’t compare. Don’t get discouraged. Get training. Get professional help. Do it in bite-size pieces. Do what’s manageable. Have realistic expectations. Less is always more. Quality over quantity. Go off-topic. Have fun! Slides available at: www.jcsocialmarketing.com
  47. 47. To learn more:  www.johnhaydon.com  www.bethkanter.org  www.nonprofitorgsblog.org  www.hubspot.com  www.jcsocialmarketing.com Slides available at: www.jcsocialmarketing.com
  48. 48. Questions, comments, feedback?  Email: julia@jcsocialmarketing.com  Website: www.jcsocialmarketing.com  Cell: 978-578-1328  Twitter: @skullsflying  Facebook: www.facebook.com/ jcsocialmarketing Slides available at: www.jcsocialmarketing.com
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