Social Media and NonProfit Fund-raising

Social Media and Fundraising
Katrina Kibben
Social Media Ninja
Monster.com

Agenda
Why Social Media?
Social Media Campaign Wins
Social Media Campaign Fails
How To Create A Social Media Campaign
Discussion

Poll: where are you online?
Facebook
Twitter
YouTube
Slideshare
Myspace
LinkedIn

More importantly…
Where are your donors online?
How do they prefer to give?
Online?
Offline?
What do you think?

Stats
Donors operate across social media sites:
52% utilize YouTube
12% post on Flickr
9% have Facebook accounts
51% of donors prefer to give online
http://mashable.com/2009/03/26/social-media-nonprofit-study/

Online or offline?
http://nonprofit.about.com/od/onlinefundraising/a/getonlinedonors.htm

How much do they give?

How do they give?

Where do they give?

What are they talking about?

What are they looking for?

SOCIAL MEDIA WINS

PETA on Facebook
Engaging headlines
Participation
Community

#blamedrewscancer on Twitter
Humor
Showcase results
Easy to navigate

Epic Change on Twitter
Raised over $11,000 in just 48 hours

Livestrong on Slideshare
Social Media Sharing
Transparency

Monster.com on Flickr
Clear results
SEO Optimization
Identification with cause

I2Y.com blog
Synch content with social media events
Establish credibility
Set up outgoing links

March of Dimes on YouTube
Call out your cause
Frequent contributions
Highlight donors and spokespeople

WorldVision’s landing page
Call out your cause
Establish credibility
Make your site interactive and easy to navigate
http://worldvision.org/charity

Best practices for websites
Social media quick-links
Award recognition
One-click donation button

Red Cross mobile campaign

NonProfitLA.com social event

E-mail campaigns
Is email social media?
How to appropriately leverage email?
Create warm lead lists
1% to 3% of a nonprofit group's e-mail list would donate money when solicited, at an average of about $80 per person
Share timely, relevant information
Precautions
Paying for email address is a no-no
http://www.washingtonpost.com/wp-dyn/content/article/2009/04/21/AR2009042103786.html

SOCIAL MEDIA FAILS

Causes

Why they fail
No obvious organizational impact
No trust
Content
Execution
Timelines
Channels

MAKING IT WORK

It’s all connected

What works?
LISTEN
Call to action focus; not donation focus
Clear and achievable goal
Short deadlines
Leverage networks
Make giving easy
Recognition

Partnering with brands
87% of consumers would switch brands based on association with a good cause
50% of consumers would pay more for products from brands that support cause
What’s in it for me?

It doesn’t take a ninja…
YOU CAN DO THIS AT HOME

Making the most of your time
CoTweet & Tweetdeck
Facebook
YouTube
Flickr
Slideshare
Wefollow

Tracking your Success

Social Evolution
"It's an experiment that shows social media is a great way to touch more people," he said, "but it may have a ways to go in terms of raising money."
Elliot Bisnow

Questions?

Social Media and NonProfit Fund-raising

by katrinakibben on Oct 01, 2010

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Social Media and NonProfit Fund-raising — Presentation Transcript