Leveraging Social Media for Fundraising Success Michael Ames Pursuant Prepared for CaseIV Conference April 5, 2009 - Oklahoma City, OK

Definition of Terms Social Media – primarily Internet-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology and social interaction with the construction of words, pictures, audio and video. The industry might also refer to social media as “user generated content” -wikipedia

Social Media – primarily Internet-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology and social interaction with the construction of words, pictures, audio and video. The industry might also refer to social media as “user generated content” -wikipedia

Social Media is… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners

Social Media is…

Well… sort of. BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners

You Can’t Leverage Social Media! The session title is a misnomer If you are not actively involved in an online community already, you have nothing to leverage. Donor loyalty is about you being loyal to your donors, until you can operate from that premise – your organization will not use social media effectively.

The session title is a misnomer

If you are not actively involved in an online community already, you have nothing to leverage.

Donor loyalty is about you being loyal to your donors, until you can operate from that premise – your organization will not use social media effectively.

Social Media REALLY is… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners

a CONVERSATION… http://www.flickr.com/photos/noxdineen

That is powered by… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnneFIOPartners

“ Your supporters are the message” -Marshall McLuhan The “medium-is-the-message” guy

“ Your supporters are the message”

-Marshall McLuhan

The “medium-is-the-message” guy

Conversations among human beings sound human . They are conducted in a human voice. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge . From the Cluetrain Manifesto The Cluetrain Manifesto: The End of Business as Usual : Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

Conversations among human beings sound human . They are conducted in a human voice.

The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge .

Nonprofits must talk to the people with whom they hope to create relationships. To speak with a human voice, nonprofits must share the concerns of their communities . If you want us to talk to you, tell us something . Make it something interesting for a change. We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other. From the Cluetrain Manifesto

Nonprofits must talk to the people with whom they hope to create relationships.

To speak with a human voice, nonprofits must share the concerns of their communities .

If you want us to talk to you, tell us something . Make it something interesting for a change.

We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other.

People have now had a taste of two way conversations around your brand. They won’t wait for you to talk about you. They don’t want to listen to this… http://www.flickr.com/photos/nationaalarchief

A few quick stats… 73% of active online users have read a blog 45% have started their own blog 39% subscribe to an RSS feed 57% have joined a social network 55% have uploaded photos 83% have watched video clips Source: Universal McCann’s Comparative Study on Social Media Trends, April 2008 , The conversation is happening…with or without you. BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners

73% of active online users have read a blog

45% have started their own blog

39% subscribe to an RSS feed

57% have joined a social network

55% have uploaded photos

83% have watched video clips

Some differences in tactics BROADCAST Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization Creates Content 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-creatio n Source: Slide 10 from "What's Next In Media?" by Neil Perkin

BROADCAST

Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Educating

Organization Creates Content

In social media, you might be the topic of conversation without being the center of it You will have to give up some control in order to gain more influence and followers. Giving up control is OK. firstgiving presentation, Using social media to expand your fundraising horizons BROADCAST MEDIA SOCIAL MEDIA

You will have to give up some control in order to gain more influence and followers.

Giving up control is OK.

Let’s Consider What is Happening to Email How many email address have you had? How many do you currently have? (most people answer 3 or more) Why do you have multiple, how is each used? If your organization asked you for your email address, which one would you give them? Content used to “go viral” through email . Generally, people don’t use the channel that way any more.

How many email address have you had?

How many do you currently have?

(most people answer 3 or more)

Why do you have multiple, how is each used?

If your organization asked you for your email address, which one would you give them?

Content used to “go viral” through email . Generally, people don’t use the channel that way any more.

Quick Case in Point To the Twitter community, Lance is… Active Engaging Authentic @mikeyames The Pursuant Group

To the Twitter community, Lance is…

Active

Engaging

Authentic

Quick Case in Point I even got my own twitter “autograph” from Lance @mikeyames The Pursuant Group SCOREBOARD!!

I even got my own twitter “autograph” from Lance

Quick Case in Point Very Responsive followship Lance crashed his website in 10 minutes from traffic he sent there from twitter @mikeyames The Pursuant Group

Very Responsive followship

Lance crashed his website in 10 minutes from traffic he sent there from twitter

Quick Case in Point Credibility No question, to twitter community, that Lance tweets for himself @mikeyames The Pursuant Group

Credibility

No question, to twitter community, that Lance tweets for himself

Quick Case in Point Lance Armstrong Foundation uses twitter for… Press releases Public relations “ customer service” NOT exactly an audience well cultivated for solicitation @mikeyames The Pursuant Group

Lance Armstrong Foundation uses twitter for…

Press releases

Public relations

“ customer service”

NOT exactly an audience well cultivated for solicitation

Quick Case in Point – open letter “advice” to the LIVESTRONG foundation Shoot short video of Lance making specific impassioned appeal to his twitter audience. @mikeyames The Pursuant Group Lance has already communicated with his followers in this way. Hundreds of comments poured in within days.

Shoot short video of Lance making specific impassioned appeal to his twitter audience.

Quick Case in Point – open letter “advice” to the LIVESTRONG foundation Shoot short video of Lance making specific impassioned appeal to his twitter audience. Video needs to state a goal, ask for a specific amount, and automatically kick to a donation page with a specific, small gift pre-filled on the form. No “Click to Donate” buttons! Ask Lance to tweet it out 6 times over 3 days varying the time of day it’s tweeted and the subject line “update” that goes with it…share progress, celebrate benchmarks, express goal, give thanks, etc. Ask Lance to tweet as normal the rest of the day. LIVESTRONG twitter admin needs to follow progress and thank individual donors publicly, using twitter. Headline the next day (prediction)… @mikeyames The Pursuant Group

Shoot short video of Lance making specific impassioned appeal to his twitter audience.

Video needs to state a goal, ask for a specific amount, and automatically kick to a donation page with a specific, small gift pre-filled on the form. No “Click to Donate” buttons!

Ask Lance to tweet it out 6 times over 3 days varying the time of day it’s tweeted and the subject line “update” that goes with it…share progress, celebrate benchmarks, express goal, give thanks, etc.

Ask Lance to tweet as normal the rest of the day.

LIVESTRONG twitter admin needs to follow progress and thank individual donors publicly, using twitter.

Headline the next day (prediction)…

Quick Case in Point – open letter “advice” to the LIVESTRONG foundation What won’t be mentioned in the headline -- the months of acquisition and cultivation work Lance Armstrong has done in the preceding months to make this solicitation effective. But… Lance Armstrong isn’t doing acquisition and cultivation. Lance Armstrong is simply in conversation with his followers. (that’s the best kind of cultivation) “ LIVESTRONG Raises Hundreds of Thousands in Three Days Using Just Twitter” @mikeyames The Pursuant Group

So, Should I Get Me a Twitter? If your organization is slow to adopt this new way of thinking, there are some personal strategies you might employ Your successful implementation should be a good case study for the administration in your organization Start with careful planning @mikeyames The Pursuant Group

If your organization is slow to adopt this new way of thinking, there are some personal strategies you might employ

Your successful implementation should be a good case study for the administration in your organization

Start with careful planning

Thinking Things Through Objectives Audience Integration Culture Change Capacity Tools and Tactics Measurement Experiment People Objectives Strategy Technology Beth Kanter Groundswell

Objectives

Audience

Integration

Culture Change

Capacity

Tools and Tactics

Measurement

Experiment

People

Objectives

Strategy

Technology

People Source: Beth Kanter, from 10/08 Share Our Strength presentation

Who are these people? Source: Forrester, Groundswell

Objective: What do you want to accomplish? Increase Revenue from New Donors? By how much? Engage New Clients for Programs? Referrals from Website – how many? Build Awareness of your Cause? New inquiries? Mentions of organization across internet? PICK ONE OBJECTIVE TO START WITH… MUST BE ABLE TO MEASURE a specific measurable result expected within a particular time period Source: Beth Kanter, from 10/08 Share Our Strength presentation

Increase Revenue from New Donors? By how much?

Engage New Clients for Programs? Referrals from Website – how many?

Build Awareness of your Cause? New inquiries? Mentions of organization across internet?

PICK ONE OBJECTIVE TO START WITH…

MUST BE ABLE TO MEASURE

Strategy: Plan for how relationships with people will change Listening Participating Sharing Your Story Social Media Style Spreading Awareness, Generating Buzz Social Networking For Action And Fundraising Source: Beth Kanter, from 10/08 Share Our Strength presentation

Listening

Participating

Sharing Your Story Social Media Style

Spreading Awareness, Generating Buzz

Social Networking For Action And Fundraising

Technology: Decide which social technologies to use to support strategies SEE LIST OF TOOLS for…. Listening Participating Sharing Your Story Social Media Style Spreading Awareness, Generating Buzz Social Networking For Action And Fundraising Source: Beth Kanter, from 10/08 Share Our Strength presentation

SEE LIST OF TOOLS for….

Listening

Participating

Sharing Your Story Social Media Style

Spreading Awareness, Generating Buzz

Social Networking For Action And Fundraising

Tactics – Tools - Time Listen Participate Community Building & Social Networking Generate Buzz Less Time More Time 5hr 10hr 15hr 20hr Share Content Used with Creative Commons permission from Beth Kanter

Questions in preparing your organization to listen Who will do the listening and responding? What is your response policy to criticism/praise/questions? How much time is allocated? How will you analyze and share results? What are the benchmarks to measure usefulness? Beth Kanter, Listening Literacy Online Listening

Questions in preparing your organization to listen

Who will do the listening and responding?

What is your response policy to criticism/praise/questions?

How much time is allocated?

How will you analyze and share results?

What are the benchmarks to measure usefulness?

Online Listening Keyword Search Suggestions Nonprofit Name Other NPO names in your space Other NPOs with similar sounding names Program/Services/Event Names CEO or well known associated personalities Other NPOs with similar sounding names Brand or tagline URLs of your online properties Industry terms or phrases related to your mission Your known strengths and weaknesses Beth Kanter, Listening Literacy

Keyword Search Suggestions

Nonprofit Name

Other NPO names in your space

Other NPOs with similar sounding names

Program/Services/Event Names

CEO or well known associated personalities

Other NPOs with similar sounding names

Brand or tagline

URLs of your online properties

Industry terms or phrases related to your mission

Your known strengths and weaknesses

Social Media Tracking Source: Danielle Brigada, NWF Online Listening

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Some tools for listening search.twitter.com tweetbeep.com twist.flaptor.com twemes.com www.tweetdeck.com

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Some tools to find others search.twitter.com www.twellow.com www.chrisfinke.com/twitslikeme www.socialbrandindex.com twitter.com

Online Participation Ask questions Comment on others blogs posts Compliment others content Forward and link to others content Generate Buzz Open profiles on Social bookmarking and crowd sourcing sites like digg and stumbleupon Bookmark content you like and share your profile Promote others content through service like digg, mixx and newsvine

Ask questions

Comment on others blogs posts

Compliment others content

Forward and link to others content

Open profiles on Social bookmarking and crowd sourcing sites like digg and stumbleupon

Bookmark content you like and share your profile

Promote others content through service like digg, mixx and newsvine

Share Content Take time to create content that addresses any recurring questions your donor base is asking . This content does not necessarily need to relate directly to the mission of your organization. You are preparing content that will be genuinely helpful. Listen for where and when your content can be used to help a conversation or answer a question. Answer the questions by directing people to the content you have created.

Take time to create content that addresses any recurring questions your donor base is asking . This content does not necessarily need to relate directly to the mission of your organization. You are preparing content that will be genuinely helpful.

Listen for where and when your content can be used to help a conversation or answer a question.

Answer the questions by directing people to the content you have created.

Community Building and Social Networking Establish credibility within your engaged following network of people Once established, the group of people you are in conversation with will begin knowing where your expertise lies. Inviting an engaged followship into a custom social network becomes easy. Be sure to determine the kind of community or social network you open is based on the people, objectives and strategy you have established.

Establish credibility within your engaged following network of people

Once established, the group of people you are in conversation with will begin knowing where your expertise lies.

Inviting an engaged followship into a custom social network becomes easy. Be sure to determine the kind of community or social network you open is based on the people, objectives and strategy you have established.

Giving Up Control The nature of social media is that not all content is precisely right, but the majority is generally right. Not all of your interaction will be positive or favorable. How you respond to criticism will say a lot about you and your organization. Pick your battles and be willing to apologize when necessary. firstgiving presentation, Using social media to expand your fundraising horizons

The nature of social media is that not all content is precisely right, but the majority is generally right.

Not all of your interaction will be positive or favorable.

How you respond to criticism will say a lot about you and your organization.

Pick your battles and be willing to apologize when necessary.

Tactics – Tools - Time Listen Participate Community Building & Social Networking Generate Buzz Less Time More Time 5hr 10hr 15hr 20hr Share Content Used with permission from Beth Kanter