Mixing Social
 Media and
Fundraising



            Beth Kanter, Beth’s Blog
Beth Kanter: Offline




     Photo by Steve Goodman
Beth Kanter: Online

           Profiles
              &
                                            Content in
          ...
Take Aways




A basic understanding
Resources for further exploration
An idea or two for experimentation
                ...
Agenda Overview

Morning
What, Why, Strategies and Tools


Afternoon
Small Group Work
Fundraising 2.0 Game
David Wilcox
http://socialmedia.wikispaces.com/Social+media+game
http://internet-fundraising.wikispaces.com/
Photo by Preetam Rai
And you?




http://www.flickr.com/photos/raincitystudios/


                       Two Minute Poll
Using the Internet to instantly
collaborate, share information, and
have a conversation about ideas
we care about.
Anthropology
  Professor
Michael Wesch
   from the
 University of
    Kansas
explains it best

  Let’s Watch
What do
 you think
are the core
  themes?




http://www.flickr.com/photos/kk/
Listening

http://www.flickr.com/photos/sookie/
Conversations




http://www.flickr.com/photos/vox/
y!
                      ss
                     e
                   sM
                 t’
                I




http://...
How is that
different from
Web 1.0?
Web 1.0




          Source: Alan Levine – CogDog Blog
Web 2.0
Why does it matter?
Digital Natives
They’re      They are
 comfortable      future
with using new   donors!
    media!
Trust Factor




               http://www.nielsenbuzzmetrics.com/cgm.asp
Social Media matters because …

   •   The Trust factor
   •   Impacts to Google Results
   •   Rapid Word of Mouth
   •  ...
Impact on Google Results
Why Important…

  •   The Trust factor
  •   Impacts to Google Results
  •   More visible to mainstream journalists
  •   ...
Tools come and go
Why?
Understand the hard truths of
raising money …..
Stories that tug at the heart
strings
Donor loyalty
Show me the money!
Who you know is very
important
Now, where
did I toss that
   postage
   meter?
Traditional
 Offline/Online
      Tools


       Media
     Direct Mail              Awareness
                           ...
EmailMarketing
                 Online Auctions
                 Virtual Gift Catalog
                 Online Merchandisin...
Web 2.0/Bleeding Edge or
     Basic Needs and
 Traditional Approaches?




 It’s both/and not an either or!
INSERT NAME OF
COOL NEW SOCIAL
   MEDIA TOOL
To Reach Outcomes!
Reputation
                                               Awareness
                       Outcome                   Leads...
Questions and break ….
Blogs
Technorati
RSS
Tagging
Social Bookmarking
Flickr
Video Sharing
Social Networking Sites
Twitter
Won’t
                    someone
                    get hurt?




http://www.flickr.com/photos/tomthephotographer/
Reputation
                                               Awareness
                       Outcome                   Leads...
Find People and Listen
A homeless
person isn’t
  someone
you pass on
  your way
into a fancy
 restaurant
Think google for social media
      conversations …
http://www.flickr.com/photos/alismith44/




Listening:
Read a few good blogs
There are two ways to consume information on the web
How does it work?

RSS Reader
           http://www.flickr.com/photos/smudie/
How do they work?

1.   What do you monitor?
2.   Search terms
3.   Set up
4.   Monitor




Technorati Search, Watchlists
...
Join the Conversation




          http://www.flickr.com/photos/vox/
The ability to have a
conversation
Read and comment on blogs
  Think before you write!

     What did they say well?
      What did they miss?
        Answer...
Get bloggers to
write about your
organization




                   http://www.flickr.com/photos/brettlider/
Your Blog
Individual Blogs


      Reflect about
      your practice

      Connect with
         peers

      Back up brain




htt...
Creating a blog takes less
time than making this
How does it work?
Let’s Take A Break!
Tell Your Story in Text
Blog the Impact of
your program!
Publicly advocate a point of view
From a different perspective
“The best blogs start
   conversations,
  they don’t control
 them” – Seth Godin
But, we are too
                                     busy saving the
                                         whales!




...
Bad idea



 My .org
In order of amount of
    time/investment/complexity
•   Find blogs
•   Read blogs
•   Comment on blogs
•   Get bloggers t...
Photos can tell your stories




Project 7: Tell Your Story In Pictures
Watercooler conversations
 (mediated by photos)
              1) I share my pics ->


                                 -> ...
Social Features
http://www.flickr.com/photos/zoomar/




Flickr it isn’t just about doggy photos
Your Flickr Account as Organizational brochure
A Flickr Group To Record A Short-Term Activity
Community Organizing
A Contest
Watch
Social Networking
Social Networks: First Generation

                                               1) I am linked to ->


                 ...
Now I
know
all
these
people!
Where’s our target
              audience?
•What social networking site has my
audience?
•How do they use technologies?
•W...
What about using more than one site?
Outreach
Friendship




     Profile Content



                  Workflow
2 hours a day
Establish a routine and stick to it
Time Savers


A Few Time Savers ….
If I had to log into
              every social
              networking site I use
              to keep, I'd shoot
Time ...
Applications that cross-post
automatically or bookmarklets
Project 9: Social
Presence
Dip in or Stay Hyper Connected
How Used?




 In an emergency?
Project 10: Widgets
Tagging
• 3 words – related to
fundraising
• Passion
• Find a kindred spirit
• Have a conversation
Just three words….
Reputation
                                               Awareness
                      Outcome                    Leads...
Metrics are the attributes or
factors that are important for you
to measure results or make
improvements.
What is measurement?




The process of determining the result
            of a strategy
The hard truth
about social
media
measurement …
Social Media
measurement is
not like Martha
Intangible
AELIA


Audience
Engagement
Loyalty
Influence
Action
Audience




                       Who
           # Trend for Unique
                      Visitors
Engagement = Interaction + Attention

                      •What do they click
                      on?

               ...
Posts
   _____
Track backs +
  Comments
Loyalty




RSS Subscribers - trends, not actual numbers
Repeat visitors
Tell other people about you
Grain of Salt
Influential Ideas: Memes,
and their intensity over time
Intent/Action




                Goal
                Conversion Rate
                Qualitative Data
Reputation
                                               Awareness
                      Outcome                    Leads...
Low Risk Experiments




   http://www.flickr.com/photos/striatic
• A project that won’t take much
  time and relates to org goals.
• Write down your successes.
• Write down your challenge...
Reputation
                                               Awareness
                      Outcome                    Leads...
Contact Information


Beth Kanter
beth@bethkanter.org


Beth’s Blog
http://beth.typepad.com
Don’t Forget!
                                                http://bethkanter.wikispaces.com




It takes 21 days to mak...
Kentucky Nonprofits
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Kentucky Nonprofits

  1. 1. Mixing Social Media and Fundraising Beth Kanter, Beth’s Blog
  2. 2. Beth Kanter: Offline Photo by Steve Goodman
  3. 3. Beth Kanter: Online Profiles & Content in Presence many places RSS Powered network Sharing photos, bookmarks, videos, and more Conversations Fundraising
  4. 4. Take Aways A basic understanding Resources for further exploration An idea or two for experimentation http://www.flickr.com/photos/dslrninja/
  5. 5. Agenda Overview Morning What, Why, Strategies and Tools Afternoon Small Group Work Fundraising 2.0 Game
  6. 6. David Wilcox http://socialmedia.wikispaces.com/Social+media+game
  7. 7. http://internet-fundraising.wikispaces.com/
  8. 8. Photo by Preetam Rai
  9. 9. And you? http://www.flickr.com/photos/raincitystudios/ Two Minute Poll
  10. 10. Using the Internet to instantly collaborate, share information, and have a conversation about ideas we care about.
  11. 11. Anthropology Professor Michael Wesch from the University of Kansas explains it best Let’s Watch
  12. 12. What do you think are the core themes? http://www.flickr.com/photos/kk/
  13. 13. Listening http://www.flickr.com/photos/sookie/
  14. 14. Conversations http://www.flickr.com/photos/vox/
  15. 15. y! ss e sM t’ I http://www.flickr.com/photos/petroleumjelliffe/
  16. 16. How is that different from Web 1.0?
  17. 17. Web 1.0 Source: Alan Levine – CogDog Blog
  18. 18. Web 2.0
  19. 19. Why does it matter?
  20. 20. Digital Natives
  21. 21. They’re They are comfortable future with using new donors! media!
  22. 22. Trust Factor http://www.nielsenbuzzmetrics.com/cgm.asp
  23. 23. Social Media matters because … • The Trust factor • Impacts to Google Results • Rapid Word of Mouth • Different than Broadcast Marketing • To cultivate the next generation of donors, volunteers, stakeholders
  24. 24. Impact on Google Results
  25. 25. Why Important… • The Trust factor • Impacts to Google Results • More visible to mainstream journalists • Rapid Word of Mouth • Different than Broadcast Marketing • To cultivate the next generation of donors, volunteers, stakeholders
  26. 26. Tools come and go
  27. 27. Why?
  28. 28. Understand the hard truths of raising money …..
  29. 29. Stories that tug at the heart strings
  30. 30. Donor loyalty
  31. 31. Show me the money!
  32. 32. Who you know is very important
  33. 33. Now, where did I toss that postage meter?
  34. 34. Traditional Offline/Online Tools Media Direct Mail Awareness Awareness Web Site Interest Awareness Interest Email Newsletter Consideration Interest Consideration CMS Awareness Donate Consideration Donate CRS Interest Donate Internet Advertising Consideration SEO Donate Online Donations
  35. 35. EmailMarketing Online Auctions Virtual Gift Catalog Online Merchandising Fundraising Events Direct Mail Traditional Media Membership & Online Renewal Pay Per Click Blogs YouTube Flickr Facebook Will It Blend?
  36. 36. Web 2.0/Bleeding Edge or Basic Needs and Traditional Approaches? It’s both/and not an either or!
  37. 37. INSERT NAME OF COOL NEW SOCIAL MEDIA TOOL
  38. 38. To Reach Outcomes!
  39. 39. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Tools Audience Strategy Budget Conversations Staffing Content What to Measure? Metric Measurement
  40. 40. Questions and break ….
  41. 41. Blogs Technorati RSS Tagging Social Bookmarking Flickr Video Sharing Social Networking Sites Twitter
  42. 42. Won’t someone get hurt? http://www.flickr.com/photos/tomthephotographer/
  43. 43. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Tools Audience Strategy Budget Conversations Staffing Content What to Measure? Metric Measurement
  44. 44. Find People and Listen
  45. 45. A homeless person isn’t someone you pass on your way into a fancy restaurant
  46. 46. Think google for social media conversations …
  47. 47. http://www.flickr.com/photos/alismith44/ Listening: Read a few good blogs
  48. 48. There are two ways to consume information on the web
  49. 49. How does it work? RSS Reader http://www.flickr.com/photos/smudie/
  50. 50. How do they work? 1. What do you monitor? 2. Search terms 3. Set up 4. Monitor Technorati Search, Watchlists and Google Alerts RSS Reader
  51. 51. Join the Conversation http://www.flickr.com/photos/vox/
  52. 52. The ability to have a conversation
  53. 53. Read and comment on blogs Think before you write! What did they say well? What did they miss? Answer questions What are other people saying How does it apply to you Look forward Look backward Ask what if?
  54. 54. Get bloggers to write about your organization http://www.flickr.com/photos/brettlider/
  55. 55. Your Blog
  56. 56. Individual Blogs Reflect about your practice Connect with peers Back up brain http://www.flickr.com/photos/kk/
  57. 57. Creating a blog takes less time than making this
  58. 58. How does it work?
  59. 59. Let’s Take A Break!
  60. 60. Tell Your Story in Text
  61. 61. Blog the Impact of your program!
  62. 62. Publicly advocate a point of view
  63. 63. From a different perspective
  64. 64. “The best blogs start conversations, they don’t control them” – Seth Godin
  65. 65. But, we are too busy saving the whales! http://www.flickr.com/photos/petelidwell/
  66. 66. Bad idea My .org
  67. 67. In order of amount of time/investment/complexity • Find blogs • Read blogs • Comment on blogs • Get bloggers to write about your program • Write personal blog about your practice • Internal org blog behind the firewall • Org public blog – group authors • Blogs by patients or clients as support service
  68. 68. Photos can tell your stories Project 7: Tell Your Story In Pictures
  69. 69. Watercooler conversations (mediated by photos) 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him Source: Slideshare by Rashmi Sinha
  70. 70. Social Features
  71. 71. http://www.flickr.com/photos/zoomar/ Flickr it isn’t just about doggy photos
  72. 72. Your Flickr Account as Organizational brochure
  73. 73. A Flickr Group To Record A Short-Term Activity
  74. 74. Community Organizing
  75. 75. A Contest
  76. 76. Watch
  77. 77. Social Networking
  78. 78. Social Networks: First Generation 1) I am linked to -> -> to you --->You are linked to her -> -> to her… Source: Slideshare by Rashmi Sinha
  79. 79. Now I know all these people!
  80. 80. Where’s our target audience? •What social networking site has my audience? •How do they use technologies? •What are they talking about? •Who are they? •What do they want? -Ask them (surveys) -Field research -Analyze demographics of site
  81. 81. What about using more than one site?
  82. 82. Outreach Friendship Profile Content Workflow
  83. 83. 2 hours a day
  84. 84. Establish a routine and stick to it
  85. 85. Time Savers A Few Time Savers ….
  86. 86. If I had to log into every social networking site I use to keep, I'd shoot Time Savers myself.quot;
  87. 87. Applications that cross-post automatically or bookmarklets
  88. 88. Project 9: Social Presence
  89. 89. Dip in or Stay Hyper Connected
  90. 90. How Used? In an emergency?
  91. 91. Project 10: Widgets
  92. 92. Tagging • 3 words – related to fundraising • Passion • Find a kindred spirit • Have a conversation
  93. 93. Just three words….
  94. 94. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  95. 95. Metrics are the attributes or factors that are important for you to measure results or make improvements.
  96. 96. What is measurement? The process of determining the result of a strategy
  97. 97. The hard truth about social media measurement …
  98. 98. Social Media measurement is not like Martha
  99. 99. Intangible
  100. 100. AELIA Audience Engagement Loyalty Influence Action
  101. 101. Audience Who # Trend for Unique Visitors
  102. 102. Engagement = Interaction + Attention •What do they click on? •How long do they stay? •How many people comment on posts? •What is the shape of the conversation? •What is your post to comment ratio?
  103. 103. Posts _____ Track backs + Comments
  104. 104. Loyalty RSS Subscribers - trends, not actual numbers Repeat visitors Tell other people about you Grain of Salt
  105. 105. Influential Ideas: Memes, and their intensity over time
  106. 106. Intent/Action Goal Conversion Rate Qualitative Data
  107. 107. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  108. 108. Low Risk Experiments http://www.flickr.com/photos/striatic
  109. 109. • A project that won’t take much time and relates to org goals. • Write down your successes. • Write down your challenges. • Ask the people you want to connect with whether they think your outreach and listening is valuable. • Watch other nonprofits and copy and remix for your next project. • Rinse, repeat.
  110. 110. Reputation Awareness Outcome Leads Volunteers Donations Subscriptions Sign Petition Channels Audience Strategy Map Conversations Budget Staffing Content What to Measure? Metrics Measurement
  111. 111. Contact Information Beth Kanter beth@bethkanter.org Beth’s Blog http://beth.typepad.com
  112. 112. Don’t Forget! http://bethkanter.wikispaces.com It takes 21 days to make a habit – what one project what first step will implement? Write it on a business card, give it to me, and I’ll email you in 21 days!
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