Leveraging Social Media for Fundraising Success

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Leveraging Social Media for Fundraising Success. Prepared for the April 2009 Case IV conference for university advancement officers.

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  • Leveraging Social Media for Fundraising Success

    1. 1. Leveraging Social Media for Fundraising Success Michael Ames Pursuant Prepared for CaseIV Conference April 5, 2009 - Oklahoma City, OK
    2. 2. Definition of Terms <ul><li>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 </li></ul>
    3. 3. Social Media is… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
    4. 4. Social Media is…
    5. 5. Well… sort of. BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
    6. 6. You Can’t Leverage Social Media! <ul><li>The session title is a misnomer </li></ul><ul><li>If you are not actively involved in an online community already, you have nothing to leverage. </li></ul><ul><li>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. </li></ul>
    7. 7. Social Media REALLY is… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
    8. 8. a CONVERSATION… http://www.flickr.com/photos/noxdineen
    9. 9. That is powered by… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnneFIOPartners
    10. 10. <ul><li>“ Your supporters are the message” </li></ul><ul><li>-Marshall McLuhan </li></ul><ul><li> The “medium-is-the-message” guy </li></ul>
    11. 11. <ul><li>Conversations among human beings sound human . They are conducted in a human voice. </li></ul><ul><li>The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. </li></ul><ul><li>These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge . </li></ul>From the Cluetrain Manifesto The Cluetrain Manifesto: The End of Business as Usual : Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
    12. 12. <ul><li>Nonprofits must talk to the people with whom they hope to create relationships. </li></ul><ul><li>To speak with a human voice, nonprofits must share the concerns of their communities . </li></ul><ul><li>If you want us to talk to you, tell us something . Make it something interesting for a change. </li></ul><ul><li>We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other. </li></ul>From the Cluetrain Manifesto
    13. 13. 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
    14. 14. A few quick stats… <ul><li>73% of active online users have read a blog </li></ul><ul><li>45% have started their own blog </li></ul><ul><li>39% subscribe to an RSS feed </li></ul><ul><li>57% have joined a social network </li></ul><ul><li>55% have uploaded photos </li></ul><ul><li>83% have watched video clips </li></ul>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
    15. 15. Some differences in tactics <ul><li>BROADCAST </li></ul><ul><li>Brand in control </li></ul><ul><li>One way / Delivering a message </li></ul><ul><li>Repeating the message </li></ul><ul><li>Focused on the brand </li></ul><ul><li>Educating </li></ul><ul><li>Organization Creates Content </li></ul>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 &quot;What's Next In Media?&quot; by Neil Perkin
    16. 16. In social media, you might be the topic of conversation without being the center of it <ul><li>You will have to give up some control in order to gain more influence and followers. </li></ul><ul><li>Giving up control is OK. </li></ul>firstgiving presentation, Using social media to expand your fundraising horizons BROADCAST MEDIA SOCIAL MEDIA
    17. 17. Let’s Consider What is Happening to Email <ul><li>How many email address have you had? </li></ul><ul><li>How many do you currently have? </li></ul><ul><li>(most people answer 3 or more) </li></ul><ul><li>Why do you have multiple, how is each used? </li></ul><ul><li>If your organization asked you for your email address, which one would you give them? </li></ul><ul><li>Content used to “go viral” through email . Generally, people don’t use the channel that way any more. </li></ul>
    18. 18. Quick Case in Point <ul><li>To the Twitter community, Lance is… </li></ul><ul><li>Active </li></ul><ul><li>Engaging </li></ul><ul><li>Authentic </li></ul>@mikeyames The Pursuant Group
    19. 19. Quick Case in Point <ul><li>I even got my own twitter “autograph” from Lance </li></ul>@mikeyames The Pursuant Group SCOREBOARD!!
    20. 20. Quick Case in Point <ul><li>Very Responsive followship </li></ul><ul><li>Lance crashed his website in 10 minutes from traffic he sent there from twitter </li></ul>@mikeyames The Pursuant Group
    21. 21. Quick Case in Point <ul><li>Credibility </li></ul><ul><li>No question, to twitter community, that Lance tweets for himself </li></ul>@mikeyames The Pursuant Group
    22. 22. Quick Case in Point <ul><li>Lance Armstrong Foundation uses twitter for… </li></ul><ul><li>Press releases </li></ul><ul><li>Public relations </li></ul><ul><li>“ customer service” </li></ul><ul><li>NOT exactly an audience well cultivated for solicitation </li></ul>@mikeyames The Pursuant Group
    23. 23. Quick Case in Point – open letter “advice” to the LIVESTRONG foundation <ul><li>Shoot short video of Lance making specific impassioned appeal to his twitter audience. </li></ul>@mikeyames The Pursuant Group Lance has already communicated with his followers in this way. Hundreds of comments poured in within days.
    24. 24. Quick Case in Point – open letter “advice” to the LIVESTRONG foundation <ul><li>Shoot short video of Lance making specific impassioned appeal to his twitter audience. </li></ul><ul><li>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! </li></ul><ul><li>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. </li></ul><ul><li>Ask Lance to tweet as normal the rest of the day. </li></ul><ul><li>LIVESTRONG twitter admin needs to follow progress and thank individual donors publicly, using twitter. </li></ul><ul><li>Headline the next day (prediction)… </li></ul>@mikeyames The Pursuant Group
    25. 25. 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
    26. 26. So, Should I Get Me a Twitter? <ul><li>If your organization is slow to adopt this new way of thinking, there are some personal strategies you might employ </li></ul><ul><li>Your successful implementation should be a good case study for the administration in your organization </li></ul><ul><li>Start with careful planning </li></ul>@mikeyames The Pursuant Group
    27. 27. Thinking Things Through <ul><li>Objectives </li></ul><ul><li>Audience </li></ul><ul><li>Integration </li></ul><ul><li>Culture Change </li></ul><ul><li>Capacity </li></ul><ul><li>Tools and Tactics </li></ul><ul><li>Measurement </li></ul><ul><li>Experiment </li></ul><ul><li>People </li></ul><ul><li>Objectives </li></ul><ul><li>Strategy </li></ul><ul><li>Technology </li></ul>Beth Kanter Groundswell
    28. 28. People Source: Beth Kanter, from 10/08 Share Our Strength presentation
    29. 29. Who are these people? Source: Forrester, Groundswell
    30. 31. Objective: What do you want to accomplish? <ul><li>Increase Revenue from New Donors? By how much? </li></ul><ul><li>Engage New Clients for Programs? Referrals from Website – how many? </li></ul><ul><li>Build Awareness of your Cause? New inquiries? Mentions of organization across internet? </li></ul><ul><li>PICK ONE OBJECTIVE TO START WITH… </li></ul><ul><li>MUST BE ABLE TO MEASURE </li></ul>a specific measurable result expected within a particular time period Source: Beth Kanter, from 10/08 Share Our Strength presentation
    31. 32. Strategy: Plan for how relationships with people will change <ul><li>Listening </li></ul><ul><li>Participating </li></ul><ul><li>Sharing Your Story Social Media Style </li></ul><ul><li>Spreading Awareness, Generating Buzz </li></ul><ul><li>Social Networking For Action And Fundraising </li></ul>Source: Beth Kanter, from 10/08 Share Our Strength presentation
    32. 33. Technology: Decide which social technologies to use to support strategies <ul><li>SEE LIST OF TOOLS for…. </li></ul><ul><li>Listening </li></ul><ul><li>Participating </li></ul><ul><li>Sharing Your Story Social Media Style </li></ul><ul><li>Spreading Awareness, Generating Buzz </li></ul><ul><li>Social Networking For Action And Fundraising </li></ul>Source: Beth Kanter, from 10/08 Share Our Strength presentation
    33. 34. 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
    34. 35. <ul><li>Questions in preparing your organization to listen </li></ul><ul><li>Who will do the listening and responding? </li></ul><ul><li>What is your response policy to criticism/praise/questions? </li></ul><ul><li>How much time is allocated? </li></ul><ul><li>How will you analyze and share results? </li></ul><ul><li>What are the benchmarks to measure usefulness? </li></ul>Beth Kanter, Listening Literacy Online Listening
    35. 36. Online Listening <ul><li>Keyword Search Suggestions </li></ul><ul><li>Nonprofit Name </li></ul><ul><li>Other NPO names in your space </li></ul><ul><li>Other NPOs with similar sounding names </li></ul><ul><li>Program/Services/Event Names </li></ul><ul><li>CEO or well known associated personalities </li></ul><ul><li>Other NPOs with similar sounding names </li></ul><ul><li>Brand or tagline </li></ul><ul><li>URLs of your online properties </li></ul><ul><li>Industry terms or phrases related to your mission </li></ul><ul><li>Your known strengths and weaknesses </li></ul>Beth Kanter, Listening Literacy
    36. 37. Social Media Tracking Source: Danielle Brigada, NWF Online Listening
    37. 38. 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
    38. 39. 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
    39. 40. Online Participation <ul><li>Ask questions </li></ul><ul><li>Comment on others blogs posts </li></ul><ul><li>Compliment others content </li></ul><ul><li>Forward and link to others content </li></ul>Generate Buzz <ul><li>Open profiles on Social bookmarking and crowd sourcing sites like digg and stumbleupon </li></ul><ul><li>Bookmark content you like and share your profile </li></ul><ul><li>Promote others content through service like digg, mixx and newsvine </li></ul>
    40. 41. Share Content <ul><li>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. </li></ul><ul><li>Listen for where and when your content can be used to help a conversation or answer a question. </li></ul><ul><li>Answer the questions by directing people to the content you have created. </li></ul>
    41. 42. Community Building and Social Networking <ul><li>Establish credibility within your engaged following network of people </li></ul><ul><li>Once established, the group of people you are in conversation with will begin knowing where your expertise lies. </li></ul><ul><li>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. </li></ul>
    42. 43. Giving Up Control <ul><li>The nature of social media is that not all content is precisely right, but the majority is generally right. </li></ul><ul><li>Not all of your interaction will be positive or favorable. </li></ul><ul><li>How you respond to criticism will say a lot about you and your organization. </li></ul><ul><li>Pick your battles and be willing to apologize when necessary. </li></ul>firstgiving presentation, Using social media to expand your fundraising horizons
    43. 44. 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

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