By<br />Chris kenney, coco design<br />Kenda Hembrough, uwf<br />How to Leverage Social Media & New Technology for Fundrai...
Tips & Trapsin Social Media Marketing<br />Presenter–  Chris Kenney<br />
Chris Kenney<br /><ul><li>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”</li></li></ul><li>Tips-n-Traps to expect today<br /><ul><li>Facebook T N T
Twitter T N T</li></ul>3 <br />Chris Kenney  ©  2011<br />Tips & Traps in Social Media Marketing<br />
Social media strategy<br />Mapping<br />Traditional and social web lines are blending… and this is just the beginning<br /...
Social media mantra<br />Control is an illusion<br />Power to the public, THEY are in control<br />Control freaks are left...
Facebook<br /><ul><li>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</li></ul>6 <br />Chris Kenney  ©  2011<br />Tips & Traps in Social Media Marketing<br />
Facebook<br />Tip  Do not use a personal profile for an organization<br /><ul><li>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</li></ul>6 <br />Chris K...
Facebook naming traps<br />Vanity URL<br />Page Title<br />Caps<br />7 <br />Chris Kenney  ©  2011<br />Tips & Traps in So...
Facebook promoting page<br />7 <br />Chris Kenney  ©  2011<br />Tips & Traps in Social Media Marketing<br />
Facebook<br />Fan Page Report<br />
Facebook<br />Fan Page Report<br />
Twitter<br /><ul><li>Great PR channelif used properly
Opportunity to engage
Monitor brand mentions
Control – learn to let go
Tip  80/20 rule
Be innovative</li></ul>8 <br />Chris Kenney  ©  2011<br />Tips & Traps in Social Media Marketing<br />
Twitter<br /><ul><li>Christi McNeill is nuts about Southwest Air! 1m
Monitor brand mentions
Twitter only promotions
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How to Leverage Social Media & New Technology for Fundraising

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This presentation was given at the Association of Fundraising Professionals West Florida Chapter meeting in April 2011. For the full version of Chris's part of the presentation (Tips & Traps in Social Media) visit www.slideshare.net/cocodesign.

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  • 1 min 5 secThe future of fundraising via social media tools will likely involve mobile-friendly applicationsRight now applications in the US are limited bc people can only give $10 at a time on their cell phoneBut this is likely to change The chart on the left shows that as of 2009, there were 4.6 billion mobile phone subscribers worldwide compared to 1.7 billion Internet users (Lynn, 2010). By 2012, 190 million people are expected to use mobile payment methods (Gartner, 2009). And in August of this year, Visa partnered with Bank of America to test mobile phone payment technology at retail stores (Rauch &amp; Aspan, 2010).So people are becoming more comfortable with exchanging funds via mobile phoneSo eventually, mobile giving will be much more commonplace and SM will also play an important role in facilitating those gifts
  • 35 secmost NPs have not raised more than $1k with SMIn fact, fewer than 5% have raised more than $10k this waySo overall SM has been a disappointing medium for fundraisers but we’re seeing pockets of success
  • 1 min 40 secNumerous vendors offer SM sites designed exclusively for FR such as the firstgiving site you see pictured on the leftThese sites empower individuals to raise money for their favorite NPOn the right, you see FB causes which is an application that allows individuals to raise money for any org they wantThe leading cause on Facebook is The Race to End Cancer with 5.9 million members and $60,000 in donations (Causes, 2010). Donation processing fee: 4.75 percent; only Facebook members can donate.On the bottom you see an annual online giving contest called “America’s Giving Challenge,” which encourages nonprofit organizations to leverage social media for fundraising efforts. In 2009, there were 105,000 donations, totaling $2.1 million (The Case Foundation, 2010). But a significant amount of staff time and resources are required to have this kind of successSo the question is what are the common elements among those who are successful, and how can we emulate that success?We’ll talk today about some of the key elements for success as described in the book called The Dragonfly Effect
  • Holly&apos;s Remake of Beyonce&apos;s &quot;Single Ladies&quot;Submitted by Brett on Mon, 04/27/2009 - 11:09am         ShareThisWell, she did it. Holly&apos;s remake of Beyonce&apos;s &quot;Single Ladies (Put a Ring on It)&quot; video played on two 30 foot screens in front of a packed house at the opening plenary of the 2009 NTC. At the end of it, she received a standing ovation.Now it&apos;s time for you to do your part: we expect you to make this video so popular, Holly actually gets the chance to meet Beyonce. Get to it, kids! (And thanks again for your support of our scholarship campaign.)
  • Providing information to Bloggers is another important way nonprofits can Reach Journalists A survey of 4,000 U.S. journalists conducted by Brodeur foundthat:71 percent of journalists have a list of blogs that theycheck on a regular basis More than 90 percent of journalists check blogs at leasttwo to three times per month.
  • It doesn’t really mean anything if you have a million people who like your facebook pageSo many people click like in a second and then the relationship with that nonprofit goes nowhere after thatThe key is to convert those online friends to face-to-face friendsWe can see that almost half of nonprofit organizations have recruited between 1 and 25 volunteers thru SMThat’s just one example of how you can engage your online community through a real world face to face eventWhich is crucial to ensure that your SM strategy has real value From online giving study of 2010The weak relationship between donor and nonprofit in the givingexperience also could depress giving levels. In many cases, donorsgive through social sites because of a relationship with a friend ratherthan with the charity they support. Or, they are making a gift out of afleeting impulse or a sense of convenience. This results in a one-timegift but does not establish the solid relationship with the charity.Special follow-up is required to build on this more tenuous donornonprofitrelationship.Nonprofits should not conclude that giving portals and socialnetworking charity sites are a bad thing. They are a valuable serviceto donors, and they’re proliferating. They likely funnel gifts toorganizations that wouldn’t have received them otherwise.They also probably serve as an “entryway” or “on-ramp” for peoplewho are new to charitable giving or your cause. Think of the portalsas the online equivalent of the famous Salvation Army Red Kettles,occupying street corners and gathering a kind of “impulse giving.”
  • 20 secNP executives recognize that traditional FR vehicles are still needed to complement SMMutli-channel campaigns – where orgs use mail, phone, texting, e-mail and SM – are often utilizedSocial Media Fundraising As Part of A Multi-Channel StrategyUsing social media channels alone for fundraising will not be as effective as making it a part of a multi-channel straetgy that includes traditional fundraising techniques. This includes using email, web site presence, google ads, face-to-face events and reaching out to the online and mainstream media . A great example of how well this multi-channel approach works is the Humane Society’s Spay Day.  In 2009, the organization launched the United State Spay Day Photo Contest in 2009 as one part of their overall effort that included broadcast media and other social media outreach efforts as well as offline event.  More than $550,000 was raised last March. And just last week, GiveMN, a new online web site that hopes to encourage more Minnesotans to give and help create a stronger nonprofit community for Minnesota, raised over $14 million dollars in 24 hours using a multi-channel campaign.
  • Brand is no longer what company says but what customer saysSocial media is a giant cocktail partyYou will have to give up some control in order to gain more influence and followers. Giving up control is OK.
  • 30 secFirst chartTwitter and social networking leadVideos, blogs, and podcasts followSecond chartT25 sec250,000 people registering to use FB dailyMany organizations see social media as an important avenue to image building (Paul, 2010)Traditionally, PR professionals used newspapers and public events to raise awarenessSMSM usage has exploded. 97% of charitable orgs are using social media (blogs, podcasts, message boards, social networking, video blogging, wikis, and Twitter) (Barnes &amp; Mattson, 2010)he majority of NP say the reason they use SM is to gain publicity and for general marketing
  • 30 secSM good choice for NP – low cost and interactive (engaging in conversations)According to the Center for Marketing Research at The University of Massachusetts DartmouthCharities adopted social media before universities and colleges and corporations did, and the nonprofit sector continues to outpace other industries in their use of it.
  • How to Leverage Social Media & New Technology for Fundraising

    1. 1. By<br />Chris kenney, coco design<br />Kenda Hembrough, uwf<br />How to Leverage Social Media & New Technology for Fundraising<br />
    2. 2. Tips & Trapsin Social Media Marketing<br />Presenter– Chris Kenney<br />
    3. 3. Chris Kenney<br /><ul><li>Principal, Coco Design
    4. 4. Singer & Bass player, 4 Bands
    5. 5. 583 sites on the Internet when I built my first website
    6. 6. Internet marketing strategist
    7. 7. Not an “expert”</li></li></ul><li>Tips-n-Traps to expect today<br /><ul><li>Facebook T N T
    8. 8. Twitter T N T</li></ul>3 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    9. 9. Social media strategy<br />Mapping<br />Traditional and social web lines are blending… and this is just the beginning<br />Strategy…have one! Write it down<br />Part of your overall communication / marketing plan<br />Establish <br />SM policy<br />Voices<br />Message<br />Frequency<br />Etc.<br />LinkedIn<br />Content<br />Blogs /<br />Wikis<br />PR /<br />News<br />Forums<br />S<br />M<br />M<br />Web<br />Site<br />Social<br />Media<br />Workflow<br />Facebook<br />Twitter<br />Search<br />Ratings<br />Analytics<br />YouTube<br />Bookmarks<br />4 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    10. 10. Social media mantra<br />Control is an illusion<br />Power to the public, THEY are in control<br />Control freaks are left behind<br />Learn to let go… yeah, tell that to the lawyers<br />It is all about engagement<br />It’s not about you, it’s about us<br />It’s about connections, relationships<br />It’s about communicating with, not at<br />5 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    11. 11. Facebook<br /><ul><li>Set up a Fan Page - ask for article.
    12. 12. Tip  Do not use a personal profile for an organization
    13. 13. Great communication channel
    14. 14. Naming trap  You only get one chancefor both the page title and the vanity URL
    15. 15. Naming Tip  You need 25 fans (likes) to get a vanity URL - Facebook.com/username/
    16. 16. Facebook is a cocktail party, don’t push
    17. 17. Become a resource for your fans
    18. 18. Promote events</li></ul>6 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    19. 19. Facebook<br />Tip  Do not use a personal profile for an organization<br /><ul><li>Trap  Created 4 profiles
    20. 20. Trap  Set up band as profile
    21. 21. If you get a request from a business to be their friend they are in violation of the terms of use</li></ul>6 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    22. 22. Facebook naming traps<br />Vanity URL<br />Page Title<br />Caps<br />7 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    23. 23. Facebook promoting page<br />7 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    24. 24. Facebook<br />Fan Page Report<br />
    25. 25. Facebook<br />Fan Page Report<br />
    26. 26. Twitter<br /><ul><li>Great PR channelif used properly
    27. 27. Opportunity to engage
    28. 28. Monitor brand mentions
    29. 29. Control – learn to let go
    30. 30. Tip  80/20 rule
    31. 31. Be innovative</li></ul>8 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    32. 32. Twitter<br /><ul><li>Christi McNeill is nuts about Southwest Air! 1m
    33. 33. Monitor brand mentions
    34. 34. Twitter only promotions
    35. 35. Tip  80/20 rule
    36. 36. Two events on twitter
    37. 37. Kevin Smith - 1.7
    38. 38. Plane in the Hudson</li></ul>8 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    39. 39. Twitter<br />View Mentions & Saved Search Quickly<br />8 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    40. 40. Slideshare (bonus)<br /><ul><li>World's largest community for sharing presentations
    41. 41. Business media site for sharing presentations, documents and pdfs
    42. 42. Think of it as YouTube for presentations
    43. 43. http://Slideshare.net / CocoDesign</li></ul>14 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    44. 44. Thank you… thankyouverymuch<br />LinkedIn.com / in / WebJunkie<br />SlideShare.net / CocoDesign<br />http://ChrisKenney.net<br />Twitter.com / chriskenney<br />chrisk@cocodesign.com<br />15 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
    45. 45. Social Media Reaches All Ages<br />Between April 2009 and May 2010, social networking use among internet users grew<br />ages 50-64 grew by 88%--from 25% to 47%.<br />ages 65 and older grew 100%--from 13% to 26%.<br />ages 18-29 grew by 13%—from 76% to 86%.<br />Source: Pew Research Center<br />
    46. 46. Mobile Technology: Meet Social Media<br />2009 Data:<br />
    47. 47. Survey Tools to Gauge Your Audience<br />surveymonkey.com or zoomerang.com <br />$200 per year for unlimited questions and responses<br />UWF Alumni Survey produced:<br />Phone Number Changes/Additions: 669<br />Email Changes/Additions: 302<br />Text message permission: 110<br />Total database updates: 2,784<br />
    48. 48. Are You Part of the Conversation?<br />34% of all online adults “rant or rave about a company, brand or product.” <br />71% of all online adults are influenced by “reviews from family members or friends.”<br />
    49. 49. Pockets of Success<br />
    50. 50. Variety of Fundraising Vehicles<br />
    51. 51. Focus + GET<br />Focus<br />Grab attention<br />Engage<br />Take Action<br />
    52. 52. Focus<br />Single, concrete measurable goal<br />Ex. Thunderbird’s goal: <br /> Raise 750 new alumni gifts in the last six weeks of the fiscal year in order to reach 15% alumni participation<br />Short-term and urgent<br />Focus on the cause, not your organization<br />Clemson University: one fund, not university<br />“Race for the Cure”<br />Identify one person who represents your cause<br />
    53. 53. Grab Attention<br />Cut through the noise with<br />Personally tagged photos on Facebook<br />Emotional pictures<br />Humor (but be careful there)<br />An unexpected slogan or fact<br />Something fun!<br />
    54. 54. Grab Attention<br />NTEN goal: <br />raise $20,000 to send 58 nonprofit staff members to the NTEN Conference<br />Strategy<br />$10,000 match by Convio<br />Holly’s promise to humiliate herself<br />Result<br />Holly’s remake of the Beyonce “Single Ladies” music video<br />Will she meet Beyonce?<br />
    55. 55. Grab Attention<br /><ul><li>71% of journalists have a list of blogs that they check on a regular basis
    56. 56. More than 90% of journalists check blogs at least two to three times per month.</li></li></ul><li>Engage<br />Compel others to care deeply<br />Tell a story<br />Be empathetic<br />Be authentic<br />
    57. 57. Engage Face to Face<br />
    58. 58. Engage Through Multi-channel Communication<br />
    59. 59. Engage through Videos<br />Flip cam: $150<br />Videopad: $70<br />Youtube.com: <br /> “President’s Day at Macalester College”<br />
    60. 60. Take Action<br />Empower friends with tools to act quickly<br />Make it easy and fun!<br />Clear call to action<br />
    61. 61. Focus + GET<br />Focus during a short period of time on 1 measurable goal related to 1 cause represented by 1 person<br />Grab attention with the unexpected, fun, visual and emotional<br />Engage with stories that compel people to care deeply<br />Take action – empower friends with tools to help; must be easy and fun<br />
    62. 62. Develop a Relationship Strategy<br />Goal: Engage, not promote<br />It’s a giant cocktail party!<br />Principles:<br />Generosity<br />Vulnerability<br />Accountability<br />Candor<br />Policy<br />Response time, voices, message, etc.<br />Source: Success Secrets of Social Media Marketing Superstars by Mitch Myerson<br />
    63. 63. Some differences in tactics<br />SOCIAL MEDIA<br />Audience in control<br />Two way / Being a part of a conversation<br />Adapting the message/ beta<br />Focused on the audience / Adding value<br />Influencing, involving<br />User created content / Co-creation<br />BROADCAST<br />Brand in control<br />One way / Delivering a message<br />Repeating the message<br />Focused on the brand<br />Educating<br />Organization Creates Content<br />Source: Slide 10 from "What's Next In Media?" by Neil Perkin<br />
    64. 64. All Types For Various Goals<br />
    65. 65. Nonprofits Are Early Adopters<br />

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