How to Leverage Social Media & New Technology for Fundraising

By
Chris kenney, coco design
Kenda Hembrough, uwf
How to Leverage Social Media & New Technology for Fundraising

Tips & Trapsin Social Media Marketing
Presenter– Chris Kenney

Chris Kenney
Principal, Coco Design
Singer & Bass player, 4 Bands
583 sites on the Internet when I built my first website
Internet marketing strategist
Not an “expert”

Tips-n-Traps to expect today
Facebook T N T
Twitter T N T
3
Chris Kenney © 2011
Tips & Traps in Social Media Marketing

Social media strategy
Mapping
Traditional and social web lines are blending… and this is just the beginning
Strategy…have one! Write it down
Part of your overall communication / marketing plan
Establish
SM policy
Voices
Message
Frequency
Etc.
LinkedIn
Content
Blogs /
Wikis
PR /
News
Forums
S
M
M
Web
Site
Social
Media
Workflow
Facebook
Twitter
Search
Ratings
Analytics
YouTube
Bookmarks
4

Social media mantra
Control is an illusion
Power to the public, THEY are in control
Control freaks are left behind
Learn to let go… yeah, tell that to the lawyers
It is all about engagement
It’s not about you, it’s about us
It’s about connections, relationships
It’s about communicating with, not at
5

Facebook
Set up a Fan Page - ask for article.
Tip  Do not use a personal profile for an organization
Great communication channel
Naming trap  You only get one chancefor both the page title and the vanity URL
Naming Tip  You need 25 fans (likes) to get a vanity URL - Facebook.com/username/
Facebook is a cocktail party, don’t push
Become a resource for your fans
Promote events
6

Facebook
Tip  Do not use a personal profile for an organization
Trap  Created 4 profiles
Trap  Set up band as profile
If you get a request from a business to be their friend they are in violation of the terms of use
6

Facebook naming traps
Vanity URL
Page Title
Caps
7

Facebook promoting page
7

Facebook
Fan Page Report

Twitter
Great PR channelif used properly
Opportunity to engage
Monitor brand mentions
Control – learn to let go
Tip  80/20 rule
Be innovative
8

Twitter
Christi McNeill is nuts about Southwest Air! 1m
Monitor brand mentions
Twitter only promotions
Tip  80/20 rule
Two events on twitter
Kevin Smith - 1.7
Plane in the Hudson
8

Twitter
View Mentions & Saved Search Quickly
8

Slideshare (bonus)
World's largest community for sharing presentations
Business media site for sharing presentations, documents and pdfs
Think of it as YouTube for presentations
http://Slideshare.net / CocoDesign
14

Thank you… thankyouverymuch
LinkedIn.com / in / WebJunkie
SlideShare.net / CocoDesign
http://ChrisKenney.net
Twitter.com / chriskenney
chrisk@cocodesign.com
15

Social Media Reaches All Ages
Between April 2009 and May 2010, social networking use among internet users grew
ages 50-64 grew by 88%--from 25% to 47%.
ages 65 and older grew 100%--from 13% to 26%.
ages 18-29 grew by 13%—from 76% to 86%.
Source: Pew Research Center

Mobile Technology: Meet Social Media
2009 Data:

Survey Tools to Gauge Your Audience
surveymonkey.com or zoomerang.com
$200 per year for unlimited questions and responses
UWF Alumni Survey produced:
Phone Number Changes/Additions: 669
Email Changes/Additions: 302
Text message permission: 110
Total database updates: 2,784

Are You Part of the Conversation?
34% of all online adults “rant or rave about a company, brand or product.”
71% of all online adults are influenced by “reviews from family members or friends.”

Pockets of Success

Variety of Fundraising Vehicles

Focus + GET
Focus
Grab attention
Engage
Take Action

Focus
Single, concrete measurable goal
Ex. Thunderbird’s goal:
Raise 750 new alumni gifts in the last six weeks of the fiscal year in order to reach 15% alumni participation
Short-term and urgent
Focus on the cause, not your organization
Clemson University: one fund, not university
“Race for the Cure”
Identify one person who represents your cause

Grab Attention
Cut through the noise with
Personally tagged photos on Facebook
Emotional pictures
Humor (but be careful there)
An unexpected slogan or fact
Something fun!

Grab Attention
NTEN goal:
raise $20,000 to send 58 nonprofit staff members to the NTEN Conference
Strategy
$10,000 match by Convio
Holly’s promise to humiliate herself
Result
Holly’s remake of the Beyonce “Single Ladies” music video
Will she meet Beyonce?

Grab Attention
71% of journalists have a list of blogs that they check on a regular basis
More than 90% of journalists check blogs at least two to three times per month.

Engage
Compel others to care deeply
Tell a story
Be empathetic
Be authentic

Engage Face to Face

Engage Through Multi-channel Communication

Engage through Videos
Flip cam: $150
Videopad: $70
Youtube.com:
“President’s Day at Macalester College”

Take Action
Empower friends with tools to act quickly
Make it easy and fun!
Clear call to action

Focus + GET
Focus during a short period of time on 1 measurable goal related to 1 cause represented by 1 person
Grab attention with the unexpected, fun, visual and emotional
Engage with stories that compel people to care deeply
Take action – empower friends with tools to help; must be easy and fun

Develop a Relationship Strategy
Goal: Engage, not promote
It’s a giant cocktail party!
Principles:
Generosity
Vulnerability
Accountability
Candor
Policy
Response time, voices, message, etc.
Source: Success Secrets of Social Media Marketing Superstars by Mitch Myerson

Some differences in tactics
SOCIAL MEDIA
Audience in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the audience / Adding value
Influencing, involving
User created content / Co-creation
BROADCAST
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Educating
Organization Creates Content
Source: Slide 10 from "What's Next In Media?" by Neil Perkin

All Types For Various Goals

Nonprofits Are Early Adopters

How to Leverage Social Media & New Technology for Fundraising

by khembrough on Apr 14, 2011

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How to Leverage Social Media & New Technology for Fundraising — Presentation Transcript