Online Fundraising And Social Media

Online Fundraising and Social Media A presentation by Kristina Carlson Michael Ames This presentation is already posted and available for download at www.slideshare.net …search for it by title

Online Fundraising

Classic Fundraising http://www.flickr.com/photos/78428166@N00/512966822/ Identification http://www.flickr.com/photos/78428166@N00/143202334/ Cultivation Solicitation Fulfillment Stewardship http://www.intuitivmedia.net/data/picture/thumbnail/25.jpg http://www.flickr.com/photos/ameliaps/171257741/ http://www.old-picture.com/american-history-1900-1930s/pictures/Carnegie-A.jpg

Direct Mail Fundraising http://www.flickr.com/photos/funtomas/162339016/ Identification Cultivation http://www.flickr.com/photos/inkdphotos/3472854002/ Solicitation Fulfillment Stewardship http://www.flickr.com/photos/shutterkate/3151258891/ http://www.flickr.com/photos/howardlake/3212182015/

Telephone Fundraising http://www.flickr.com/photos/inkdphotos/3472854002/ http://www.flickr.com/photos/funtomas/162339016/ Identification Cultivation Solicitation Fulfillment Stewardship http://www.flickr.com/photos/21317126@N04/2646368016/ http://www.flickr.com/photos/shutterkate/3151258891/ http://www.flickr.com/photos/howardlake/3212182015/ http://www.flickr.com/photos/21317126@N04/2646368016/

Online Fundraising (Circa 1994) Identification Cultivation Solicitation Fulfillment Stewardship Have we improved in 15 years?

Online Gifts, Online Giving and Online Fundraising Online Gifts – Money that happens to be donated through some online interface. Online Giving – The action of donors who happen to donate through some online interface. Online Fundraising – Strategic understanding of human behavior in the various online environments, the chosen objectives of an organization to direct that behavior of their existing and potential donors, and the subsequent strategy to meet those objectives by utilizing appropriate online technology.

Online Gifts, Online Giving and Online Fundraising Clicking on this button does not initiate online fundraising.

Online Gifts, Online Giving and Online Fundraising Money donated through this page is an example of online giving resulting in an online gift, it is NOT necessarily online fundraising.

•Intentional Web Design Online •One Way Communication Fundraising Email Newsletters, Quarterlys, Annuals Donor Story Video •Two Way Communication •Electronic Direct Address Updates Social Web •Email Acquisition Strategies Blogs Participation •Online Listening Strategies Blog Content Creation Identification Cultivation •eSolicitation •Behavioral Data •Interactive Video Solicitation •Open and Click-through Rates •Variable Data Videos •Segmented/Informed Follow Up •Segmented Appeals Fulfillment •Segmented Gift Arrays •Campaign Microsites Stewardship •Person to Person Microsites Observation •Email Confirmation Gift Receipts •Donor Stories •Electronic Payment Gateways •Holiday Greetings •One-time and Monthly Giving Options

Social Media

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 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.

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

From the Cluetrain Manifesto • 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. The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

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 • The conversation is happening…with or without you. Source: Universal McCann’s Comparative Study on Social Media Trends, April 2008, BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners

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

In social media, you might be the topic of conversation without being the center of it SOCIAL BROADCAST MEDIA MEDIA 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

Let’s Consider What is Happening to Email • How many email addresses 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, L ance is… •Active •Engaging •Authentic @mikeyames The Pursuant Group

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

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

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

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

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

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

Quick Case in Point – open letter “advice” to the LIVESTRONG foundation “LIVESTRONG Raises Hundreds of Thousands in Three Days Using Just Twitter” 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) @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

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

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? a specific measurable result expected within a particular time period PICK ONE OBJECTIVE TO START WITH… MUST BE ABLE TO MEASURE Source: Beth Kanter, from 10/08 Share Our Strength presentation

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

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

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

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? Beth Kanter, Listening Literacy

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

Online Listening Social Media Tracking Google Alerts Blog Searches RSS Readers Detail Searches -Technorati -Bloglines -Summize.com -Ice rocket -Google Reader -Wordpress -Boardreader -Feedreader -Del.icio.us Source: Danielle Brigada, NWF

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

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

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

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.

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.

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

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

QUESTIONS Online Fundraising and Social Media This presentation is already posted and available for download at www.slideshare.net…search for it by title

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Online Fundraising And Social Media

by Mikey Ames on May 04, 2009

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Online Fundraising And Social Media Presentation Transcript