How To Marry Social Media with FundraisingPresentation Transcript
How To Marry Fundraising Techniques and Social Media Principles of Social Fundraising Photo by Bogomo
The Networked Nonprofit: Best Practices for Social Fundraising OUTCOMES Topics Leave the room with a basic understanding of social fundraisingIntroduction/Icebreaker and one small idea to implementCampfire StoriesPrinciples of Practice FRAMING • Interactive • Co-Learning
Social Fundraising marriesfundraising and social media totransform stakeholders intofundraisers for your organization
The Networked Nonprofit BE DOUnderstand Networks Work with Free AgentsCreate Social Culture Work with CrowdsListen, Engage, and Build Learning LoopsRelationshipsTrust Through Friending or FundingTransparencySimplicity Govern through Networks
Who Are You? • Type • Size • Your RoleStand up, Sit Down
Raise Your Hand!If your nonprofit has used these tools?
Share PairsWhat is the single most important thing you wantto know about social fundraising? Photo by Franie
What Do You Believe About Social Fundraising? Disagree Agree Our organization should only invest its valuable resources in proven fundraising techniques like direct mail
What Do You Believe About Social Fundraising? Disagree Agree Social fundraising is an emerging practice that holds promise for the future
What Do You Believe About Social Fundraising? Disagree Agree There is only metric to measure success of social fundraising: dollars raised
My story from the perspective of astakeholder for nonprofit organization,The Sharing Foundation, who usedsocial fundraising to help raise over$250,000 to help children in Cambodia.
Experiments in Social Fundraising for the Sharing Foundation
“The key is for supporters to share why they care.Less about the cause, more about the champion”
Using Social Media for Fundraising ExperimentsThe tools have changed, but principles are thesame
Realistic ExpectationsPick a fundraising campaignPick a platform to testGet organizedIdentified champions and influencersEngagement and sharing storiesRally the tribe with shout outsThank you in creative waysOngoing relationship building
Say Thank You InCreative Ways
A story from a small nonprofit thatwanted to experiment with socialfundraising.
It ‘s Not All About the Money: Community Engagement is a Vital Measure of Success!Photo by Thomas Hawk
Dana Nelson, ED“Success metric iscommunity engagementas much as dollarsraised.”
Share Pairs• What are the potential benefits for your organization?• What are the challenges?• How do we need to change the way we do our work to embrace social fundraising? Photo by Franie
The Principles of Social Fundraising Practice• Set realistic expectations and objectives for pilots, focus on learning and engagement• Pick a campaign and platform to experiment with integrating social fundraising , but build your network and get organized first• Let your stakeholders share their story and passion about your organization – from the heart and humor work• Cultivate and cheer on champions for your cause• Engage influencers and free agents• Engage before, during, and after• Thank you no the last touch
Small Organization Taking First Steps Our Daily Bread – Fairfax VA“Small Pilot to Learn:Used Facebook toengage and learn moreabout donors andcultivation for additionalgifts. Tested: AmazonWish List. “
• Goal $500 or ten new donors• Spent several months before the campaign focusing on engagement with audience on FB and Offline• Recruited a small group of champions – from their base• Implemented as part of year-end campaign• Raised $ and new donors• Engagement on FB and mailing list sign ups
Get Organized!Pick a fundraising campaignPick a platform to testGet organizedLet your champions havefun!
Matching grants aregood incentives
Share Pairs• Is there a specific campaign or opportunity that your organization can use to experiment with social fundraising?• What’s the goal? What do you need to get organized?• What’s holding you back? Photo by Franie
Work with champions and freeagents to engage others
USA for UNHCR raises funds and awarenessin the United States for the lifesaving workthat more than 6,000 staffers of Geneva-based UNHCR undertake for refugeesaround the world, 24/7.USA for UNHCR created the Blue Keycampaign as a way to drive awareness ofthis global issue in the US. The $5 blue keypin or pendant symbolizes the one thingmost of us have and that refugees don’t: akey to their own home.
The Blue Key site was only launched in December 2010, and its social/digital aspects wererelatively new, so there was not a lot of data to base KPIs on. Overall, when we went intothe first phase of the campaign, we had two goals: to secure at least three Blue KeyChampions, and to get 6,000 keys orderedThese goals were important to USA for UNHCR first, because the entire Blue Key campaignrevolves around more people purchasing keys, and second, because with a limited budgetfor traditional outreach, we relied on willing bloggers to help us get the word out.
Tweetathon held on June 13; one weekbefore World Refugee Day (June 20).Champions signed up Tweet about therefugee crisis and #bluekey. RoyaHosseini did a Twitter Chat.
How Do We Work With Them?Track:Who Are They?Recognize:Shout Outs, TaggingCultivate:What do they want to do?Proposal/Tools:Ways to participateEngage and Amplify: Make it fun
Concerns Benefits Rogue Fan Testimonials May move on Open Door Control Issues It’s genuine
In your back yard!
How doyou findpeoplewho loveyou?
Use social media tools to organize, mobilize, raise funds, and communicate with constituents butoutside of institutional walls
Free Agents: All Sizes
Global Back Channel: Other Region @uncultured Shawn Ahmed #netnon@amoration@michael_hoffman@keshields@danportnoy
Ettoré RossettiDirector,Internet Communications & MarketingSave the Children
Share Pairs• How might you use a group of champions to be successful in social fundraising?• Are there opportunities to identify and work with free agents?• What’s holding you back? Photo by Franie
Engage with your community before,during, and after
Don’t start with zeroMatching grant opportunitiesFairy Godmothers
Keep Closingthe Circle
Rally the base!
The Principles of Social Fundraising Practice• Set realistic expectations and objectives for pilots, focus on learning and engagement• Pick a campaign and platform to experiment with integrating social fundraising , but build your network and get organized first• Let your stakeholders share their story and passion about your organization• Cultivate and cheer on champions for your cause• Engage influencers and free agents• Engage before, during, and after
Index Card: What is one thing you can implement tomarry fundraising with social media tomorrow?