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How To Marry Social Media with Fundraising

by Beth Kanter on Feb 27, 2012

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The transition of how a nonprofit goes from institution to looking like and working more like a network is what our book is aboutThe transition isn’t an easy, flip a switch – and it happens – it takes time Some nonprofits, newer ones like Mom’s Rising have networked nonprofit in their DNA, while others – institutions – make the change slowly.Way of being transforms into a way of doing
http://www.flickr.com/photos/urbanislands/3978081022/Social Media Raise Hand: Twitter, Facebook, Blog, YouTube, LinkedIn, PinterestRaise Hand: Have done social fundraising – that is where you have encouraged your stakeholders to raise money your behalf through social networks/social media? What social fundraising tools?Causes, Razoo, Crowdrise – other?
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http://www.flickr.com/photos/marcwathieu/4074233728/SpectragramAgree strongly or Disagree Strongly o neutral Although social fundraising is an emerging practice, it is important for our organization to experiment with it now because it holds promise for the future The sole metric for success of a social fundraising campaign is dollars raised
http://www.flickr.com/photos/marcwathieu/4074233728/SpectragramAgree strongly or Disagree Strongly o neutral Although social fundraising is an emerging practice, it is important for our organization to experiment with it now because it holds promise for the future Our organization should only invest its valuable resources in tried and true fundraising techniques like direct mail, web/email fundraising, and donor solicitation The sole metric for success of a social fundraising campaign is dollars raised
http://www.flickr.com/photos/marcwathieu/4074233728/SpectragramAgree strongly or Disagree Strongly o neutral Although social fundraising is an emerging practice, it is important for our organization to experiment with it now because it holds promise for the future Our organization should only invest its valuable resources in tried and true fundraising techniques like direct mail, web/email fundraising, and donor solicitation The sole metric for success of a social fundraising campaign is dollars raised
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http://www.youtube.com/watch?v=PVkiXZX-Za0&feature=plcp&context=C32c787aUDOEgsToPDskITqF_R-ABmcrJ83YnruDvL
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http://www.flickr.com/photos/thomashawk/540936323/sizes/l/in/photostream/It’s Not All About the Money: Community Engagement Is a Vital Measure of Success A key aspect of social fundraising is that both community engagement and dollars raised are important measures of success.
GiveMN, a collaborative venture to transform philanthropy in Minnesota by growing giving and moving more of it to online and social channels, also looks at engagement and participation as outcomes, in addition to dollars raised. Says Dana Nelson, Executive Director of GiveMN, says that what leads to success is when nonprofits understand how to focus on community engagement as much as the dollars and donors raised.
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Our Daily Bread (ODB) is a small social service agency in Fairfax, Virginia. Its mission is to identify and address the unmet basic needs of area residents and empower the community to help their neighbors maintain self-sufficiency. Diana Hill, an ODB staff member, dedicates a modest ten hours a week to social media, with the objective of engaging stakeholders and cultivating potential donors.After investing time in setting up a Facebook page and then beginning to engage with ODB’s 300 fans on a daily basis, Diane tried an experiment. She set up an Amazon Wish List for their food pantry and posted an announcement and link on the Facebook page. Within minutes, a fan commented on Facebook that they had just placed an order for ODB. Surprised, Diane immediately thanked the donor in the comments of the thread. The next day, a big box arrived from Amazon. It was filled with hundreds of juice boxes, a popular item in the ODB food pantry. Diane thought to herself, this must have been from the individual who left the comment. She checked out the donor’s Facebook profile and smiled, as she could tell the donor was in their target demographic for new financial donations. Diane searched for this individual in ODB’s donor database, and discovered she had attended the organization’s big fundraiser in February, as a first time donor. Curious, Diane sent a thank you email and asked the donor if she donated the juice boxes. The donor responded with a very engaging email to say that no, she had donated a different item from the Wish List. She went on to say that she had attended an ODB event and their mission resonated with her. Since that email exchange, Diane has continued to cultivate the donor, who subsequently volunteered for the organization, gotten her friends involved, and continued to make in-kind and cash donations. Clearly, ODB’s Facebook investment paid off. Yet, if Diane had simply calculated the success of her Facebook efforts based on the dollar amount of donations to ODB’s Food Pantry, the full value would have been greatly underestimated. Even more importantly, when asked by its board, “Why is staff spending time on Facebook?” ODB could confidently answer that such efforts are helping the organization reach its mission by cultivating valuable donors who also volunteer and get their friends involved — and who will continue to do so going forward. Thus Facebook helps provide resources to serve ODB’s clients.http://www.bethkanter.org/give-to-max-dc/
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http://www.razoo.com/story/Coreypud-Nten
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USA for UNHCR is a 501(c)(3) headquartered in Washington, D.C. They raise funds and awareness in the United States for the lifesaving work that more than 6,000 staffers of Geneva-based UNHCR undertake for refugees around the world, 24/7. USA for UNHCR created the Blue Key campaign as a way to drive awareness of this global issue in the US. The $5 blue key pin or pendant symbolizes the one thing most of us have and that refugees don’t: a key to their own home.
The Blue Key site was only launched in December 2010, and its social/digital aspects were relatively new, so there was not a lot of data to base KPIs on. Overall, when we went into the first phase of the campaign, we had two goals: to secure at least three Blue Key Champions, and to get 6,000 keys ordered between May 9 and June 20 (World Refugee Day).These goals were important to USA for UNHCR first, because the entire Blue Key campaign revolves around more people purchasing keys, and second, because with a limited budget for traditional outreach, we relied on willing bloggers to help us get the word out.
The Twitter chart looks at the impact of a “tweetathon” we decided to hold on June 13; one week before World Refugee Day (June 20). Several Champions signed up to “staff” tweeting about the refugee crisis and #bluekey (the campaign hashtag) from 9 a.m. – 9 p.m. ET that day, in shifts. In addition, RoyaHosseini, who manages theKhaledHosseini Foundation’s Twitter account, signed on as a “special guest” between 1 & 2 p.m. (KhaledHosseini is the author ofThe Kite Runner.)All told, there was a 169% increase in web traffic that day, compared to the previous high point a few weeks prior. We get real time confirmations every time someone orders a key, so we knew it was working. Finally, via campaign URLs in Google Analytics, we saw that Twitter was the main driver of traffic (for May 9 – June 20). This was not the case before the tweetathon.
Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand.
http://www.socialmediaexaminer.com/3-rewards-and-3-risks-of-making-customers-brand-ambassadors/#1: The power of a testimonial will outperform anything a marketer can develop.The power of a customer’s story has been proven to increase web traffic and conversions. But in this case, you would have customers who are building genuine relationships and showing that they’re so passionate about your brand that it actually is part of their identity.You could have customers who run an entire blog on your site, or one or more customers could be in charge of finding relevant articles they think your following would be interested in and sending out the tweets and status updates. Or from another angle, they could be charged with engaging with influential bloggers in your space and commenting on their blog posts on the company’s behalf. There are so many possibilities for these loyal fans to become immersed in your brand and share their genuine unfiltered perspective.‘#2: Customers can open doors faster than you can.Let’s face it, when bloggers are getting pitched by a brand, they immediately put up their sales radar. They want to protect their audience from your spammy marketing messages.But when one of your customers approaches a blogger about the difference you made in their life, it’s different. It doesn’t feel like a pitch, it feels like a case study that must be shared.If you set this up well, you’ll allow the customer to leverage benefits he or she can offer to a blogger—a pseudo-toolbox of resources such as cross-posting on each other’s blogs, joint media interviews and/or joint sponsorships. You’ll have to do some training with your customers on how and when it’s appropriate to use their toolbox, but it can be done.A customer who knows when it’s appropriate to say, “Hey, I also have some contacts over at the company and if you’re interested in posting in their community I can make an introduction.” An approach like that doesn’t sound salesy or pushy but natural, and builds on the power of social media to connect like-minded individuals.#3: It’s genuine, it’s real, and it isn’t marketing.It’s such a crowded marketplace for advertisers that it has become really tough to break through the clutter. And we’re seeing this extend into the social space. By having a group of customers who are your brand ambassadors, you can easily break through with an authentic voice because it will sound different—ultimately it’shumanization of your brand at its best.As much as you try to develop pretty marketing messages that deliver, this will sound different than anything you put together. The reality is that even if the customer said EXACTLY what you would’ve said, it will have a tone of genuine passion behind it that marketers struggle to convey without sounding pushy.The key is to get beyond the solicited customer testimonial and actually let them generate their own content in their own words. Facebook does a fantastic job with their Facebook Stories section. If it’s appropriate for you to be involved in their content creation process, only edit for grammar. Leave subjective edits in the trashcan. Give customers best practices, rather than rules. That’s where the power of authenticity takes hold.#1: Fear of the rogue customer.Giving up brand control is a difficult proposition because companies are terrified that their customer may turn on them at some point and have a large following they’ve established with the company’s support. I want to say it’s a valid fear, but it really isn’t.Tennis fans may remember when Martina Hingis filed a $40 million lawsuit against Sergio Tacchini, an Italian shoemaker, for giving her “shoes that injured her feet,” as ABC News reported. This came as a result of a “five-year endorsement deal that was to pay her (Hingis) $5.6 million.”Examples like this seem to always make the headlines and it gets worse when you look at celebrity endorsements that are cancelled due to embarrassing activities in the celebrities’ personal lives. While these are the examples most people associate with a rogue customer, there’s a really important distinction.#2: Concern over losing a brand ambassador because they move on.This is a reasonable concern. As you work with customers and they develop their own following, it can be tough to manage a transition if they decide they don’t have time for it anymore. I would recommend that you structure your brand ambassador channels in a way that allows for multiple customers to participate in a single channel so you aren’t too strongly aligned with an individual personality.The best we can do as marketers is to influence our brand’s message and perception, but the reality is that it’s largely controlled by our audience. The sooner we embrace the massive word-of-mouth network that has been magnified through social networks, the more chance we have of being a positive influence on it.As the social media world evolves, our customers will have a voice, whether we empower them or not. The question is, are you willing to provide the platform to magnify your customers’ reach or are you going to wait for your competition to do it first?Check here if you want to know if your brand passes the mirror test and check out this interview on how Cisco uses social media to connect with customers.What do you think? Is your brand ready for this kind of change? Are you already using this strategy? Please share your thoughts and ideas in the comments section below.
http://simplymeasured.com/freebies/facebook-fan-page-analytics
The guy in the t-shirt, a free agentThese are people like Mark Horvath, Shawn Ahmed and many others .. Who want to work with nonprofits …
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