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How To Marry Social Media with Fundraising

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  • http://www.flickr.com/photos/bogomo/5968525168/
  • http://www.flickr.com/photos/bogomo/5968525168/
  • 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?
  • http://www.flickr.com/photos/franie/471300085/
  • 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 
  • http://www.flickr.com/photos/codybadger/2072528071/sizes/l/in/photostream/
  • http://www.youtube.com/watch?v=PVkiXZX-Za0&feature=plcp&context=C32c787aUDOEgsToPDskITqF_R-ABmcrJ83YnruDvL
  • http://www.flickr.com/photos/codybadger/2072528071/sizes/l/in/photostream/
  • 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.
  • http://www.flickr.com/photos/franie/471300085/
  • 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/ 
  • http://www.flickr.com/photos/chiotsrun/4390949664/sizes/l/in/photostream/
  • http://www.razoo.com/story/Coreypud-Nten
  • http://www.flickr.com/photos/franie/471300085/
  • 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 …
  • http://www.flickr.com/photos/franie/471300085/
  • http://www.flickr.com/photos/samsmith/31248686/
  • http://www.flickr.com/photos/880/4487598/sizes/z/in/photostream/
  • http://www.youtube.com/watch?feature=player_embedded&v=NdRmoHHZ4pY
  • http://www.flickr.com/photos/franie/471300085/

How To Marry Social Media with Fundraising How To Marry Social Media with Fundraising Presentation 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
  • Goal: $1,200
  • 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
  • Video
  • Video
  • 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!
  • Shout Outs
  • Shine ALight
  • Engaging content
  • Video
  • Video
  • 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?
  • Thank youBeth’s Blog: http://www.bethkanter.orgTwitter: @kanterFacebook: http://www.facebook.com/beth.kanter.blog