Social Media Fundraising 101Vanessa Swesnik@vswesnik@helpattackvanessa@helpattack.com
Who are we?http://info.helpattack.com | @helpattack | support@helpattack.com
You can fundraise on social  media    • Without a million followers    • Without a post from Justin Bieber    • Without ad...
Getting there        • Social media vs. email fundraising        • Goals and groundwork        • Tactics & strategy: How c...
Social Media vs. Email    Similarities     • Why people give     • Conversion rates     • Who > How Many                  ...
Social Media vs. Email        Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDHhttp://info.helpattack.com | @he...
Social Media vs. Email• Shareable and Instant:  o Kony 2012, Rush Limbaugh, Chris Brown...• Dialogue:  o Komen and Planned...
More similar than different•   Audience is crucial: Who > How Many•   Experiment, test, and improve•   Move donors up enga...
Social Media vs. Large Gifts• Know your potential donors   o Made easier by apps, passive data collection• Make them feel ...
What are best practices for          social media campaigns?  • Set realistic goals  • Grow your presence  • Reward partic...
What are realistic goals?         1. Get 10 new donors         2. Learn who they are         3. Thank them individually   ...
What time and effort are                        needed?                      About 6 hours of work over 6 weeks.          ...
MessagingGood.                         Better • "Did you know you can       • Matching deadline today -   donate by..."   ...
Use it: Leverage a Special Event       • Earth Day, Valentines Day, event       • …or create one! #oceangivinghttp://ocean...
Use em: Partners, Advocates   • Celebrity ambassadors     o Local & personal are best!   • Corporate sponsors   • Local me...
Reward Participation        • Reward participation          o “Like” for a chance to win…          o Submit a picture for ...
Whats a free and easy way          to keep supporters happy?      Thank supporters/donors right away on social      media....
Real World "Thank                             Yous"http://info.helpattack.com | @helpattack | support@helpattack.com
Real World "Thank Yous"http://info.helpattack.com | @helpattack | support@helpattack.com
Best Practices for                      Thanking Donors       • Provide inspiring stories about what donors are         ac...
Grow Your Audience
Special nonprofit benefits         •   Google Grants: Ads         •   YouTube: Special features         •   Hope140: Ads, ...
Facebook AdsWho: AXIS Dance CompanyGoal: Get local likesMethod: 2 ads  one general (website)  one specific to LikesCost: ~...
Facebook Ads       Use them when you...        • need to jump start a new community        • need to quickly reach a speci...
Facebook Pages        • Make it pretty          o Timeline cover: 850x315px          o Add photos          o Faces and hea...
Facebook Pages        • Post the right stuff          o Like other pages and tag them              "....@[page name], FB ...
Flickr, Tumblr, Pinteresthttp://www.socialbrite.org/2012/02/16/what-to-pin-and-what-not-to-pin-on-pinterest/
Small to Medium Nonprofits  Use Free / Low Cost Tools   • Listen: Hootsuite, TweetDeck, SproutSocial,     Google Reader   ...
Smallness as an Advantage                                   • You can really know your                                    ...
Small Org Fundraising          • Set appropriate goals          • Individual attention             o Tie individual donors...
Metrics     • $ per unique visitor       o Divide total raised by "Unique Visitors" in google         analytics.     • $ p...
ROI                   Return on Investment (ROI)       The ROI of social media should be measured as a long      term inve...
The Takeaway Slide (Wake                up! almost over!)  • Social media fundraising is far more similar than    differen...
Social Media Fundraising                       Tools  •   FirstGiving  •   Chirpify  •   Causes  •   HelpAttack!http://inf...
Share your pledge
Make a pledge!
Cause + Specific campaign
Thanks for coming!Blog & resources: http://info.helpattack.comSign up: http://helpattack.com/addcause/search@helpattackhtt...
Social Media Fundraising 101
Social Media Fundraising 101
Social Media Fundraising 101
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Social Media Fundraising 101

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Vanessa Swesnik from HelpAttack presented on Social Media Fundraising 101 at a recent NPower brown bag. She covered lots of tips, especially for smaller orgs and also helped explain how HelpAttack can help your org raise money online.

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  • The Prince and Princess Academy Team is planning to build a school in Tamale, Ghana to provide quality education for children in the community. Interestingly you can donate and choose a reward for yourself ranging from Postcards as thank you, traditional hand-made necklaces, bracelets, wallets, beads, scarfs, bag, recognition and many from Ghana (Africa). The reward will be posted to you after you have donated. Visit the site for more details www.theprinceprincessacademy.wordpress.com
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Social Media Fundraising 101

  1. 1. Social Media Fundraising 101Vanessa Swesnik@vswesnik@helpattackvanessa@helpattack.com
  2. 2. Who are we?http://info.helpattack.com | @helpattack | support@helpattack.com
  3. 3. You can fundraise on social media • Without a million followers • Without a post from Justin Bieber • Without adding another job to your dayhttp://info.helpattack.com | @helpattack | support@helpattack.com
  4. 4. Getting there • Social media vs. email fundraising • Goals and groundwork • Tactics & strategy: How can smaller organizations find success?http://info.helpattack.com | @helpattack | support@helpattack.com
  5. 5. Social Media vs. Email Similarities • Why people give • Conversion rates • Who > How Many Differences • Storytelling • How people share? • How friends ask friends? • Conversationhttp://info.helpattack.com | @helpattack | support@helpattack.com
  6. 6. Social Media vs. Email Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDHhttp://info.helpattack.com | @helpattack | support@helpattack.com
  7. 7. Social Media vs. Email• Shareable and Instant: o Kony 2012, Rush Limbaugh, Chris Brown...• Dialogue: o Komen and Planned Parenthood• Social AND searchable: o easily find, hear, and interact with actual people "Social media is a space where the individual reigns, relationships are required, and conversations are public."
  8. 8. More similar than different• Audience is crucial: Who > How Many• Experiment, test, and improve• Move donors up engagement ladder: Stewardship• "House File" is crucial: Supporter Database• People give because: o People they know give People give to o Theres an immediate need faces and o They are asked heartbeats, not statistics!
  9. 9. Social Media vs. Large Gifts• Know your potential donors o Made easier by apps, passive data collection• Make them feel special o Easy, and free, to do on social media• Its $10, not $10K, but the same model can work• Your new “slacktivist” will be your major donor in 25 years The big donors at your gala probably have a Facebook account to stalk their grandkids.
  10. 10. What are best practices for social media campaigns? • Set realistic goals • Grow your presence • Reward participation • Use em if you got em o Leverage a special event, celebrity ambassadors, corporate sponsors • Thank donors!http://info.helpattack.com | @helpattack | support@helpattack.com
  11. 11. What are realistic goals? 1. Get 10 new donors 2. Learn who they are 3. Thank them individually o Not with direct mail 4. Follow up Ten donors giving $25 per month all year is an extra $3,000. Not bad!http://info.helpattack.com | @helpattack | support@helpattack.com
  12. 12. What time and effort are needed? About 6 hours of work over 6 weeks. • 1 hour to brainstorm the right kind of campaign for your cause, and the supporters you want to reach • 1 hour to invite other stakeholders & discuss • 1 hour to ask partners or super-supporters to help spread the word • 30 minutes to write a blog post • 30 minutes to include in an email to your list • 2 hours of monitoring social media • 1 hour to download reports and upload into your supporter databasehttp://info.helpattack.com | @helpattack | support@helpattack.com
  13. 13. MessagingGood. Better • "Did you know you can • Matching deadline today - donate by..." Donate now! • Please give to support the • Save this homeless dog Animal Rescue today. All it takes is your Organization $5 donation • Please share! • Donate, THEN share! • Were trying to raise $25k • Were trying to raise $250 this year. from our Facebook fans *today* Were only 3 donations away! http://www.nonprofitmarketingblog.com/ http://johnhaydon.com
  14. 14. Use it: Leverage a Special Event • Earth Day, Valentines Day, event • …or create one! #oceangivinghttp://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgivinghttp://info.helpattack.com | @helpattack | support@helpattack.com
  15. 15. Use em: Partners, Advocates • Celebrity ambassadors o Local & personal are best! • Corporate sponsors • Local media, previous supportershttp://scr.bi/JUUCFo
  16. 16. Reward Participation • Reward participation o “Like” for a chance to win… o Submit a picture for a chance to win… • Nonmonetary gifts o Facebooker of the week o #FF (follow friday) o Pizza box autographed by all staffhttp://info.helpattack.com | @helpattack | support@helpattack.com
  17. 17. Whats a free and easy way to keep supporters happy? Thank supporters/donors right away on social media. Its free and powerful.http://info.helpattack.com | @helpattack | support@helpattack.com
  18. 18. Real World "Thank Yous"http://info.helpattack.com | @helpattack | support@helpattack.com
  19. 19. Real World "Thank Yous"http://info.helpattack.com | @helpattack | support@helpattack.com
  20. 20. Best Practices for Thanking Donors • Provide inspiring stories about what donors are accomplishing with their giving o "Susan just donated enough for 20 thanksgiving meals! Thank you!" • Be personal • Be specific: "Thanks for volunteering today Brian!" more: http://www.futurefundraisingnow.com/future-fundraising/2012/02/how-skimping-on-your- donors-can-make-you-lose-your-shirt.html http://www.bethkanter.org/say-thanks/http://info.helpattack.com | @helpattack | support@helpattack.com
  21. 21. Grow Your Audience
  22. 22. Special nonprofit benefits • Google Grants: Ads • YouTube: Special features • Hope140: Ads, features • LinkedIn: Volunteerism http://www.google.com/grants/ http://www.youtube.com/nonprofits https://www.facebook.com/nonprofits http://hope140.org/contact http://learn.linkedin.com/nonprofits/http://info.helpattack.com | @helpattack | support@helpattack.com
  23. 23. Facebook AdsWho: AXIS Dance CompanyGoal: Get local likesMethod: 2 ads one general (website) one specific to LikesCost: ~$15/dayResults:~30 unique visitors / day~10 new Likes / dayhttp://www.bethkanter.org/facebook-ads/https://www.facebook.com/axisdancecomp
  24. 24. Facebook Ads Use them when you... • need to jump start a new community • need to quickly reach a specific audience • have the budget Be sure to... • Target by location, demographics, and interest • Test your ads (try different versions) • Invest in your landing pages Or try sponsored stories...http://info.helpattack.com | @helpattack | support@helpattack.com
  25. 25. Facebook Pages • Make it pretty o Timeline cover: 850x315px o Add photos o Faces and heartbeats: Your story, not your logo • Pick the right name o Hard to change after 100 Likes o Admin Panel -> Help -> Request a name changehttp://info.helpattack.com | @helpattack | support@helpattack.com
  26. 26. Facebook Pages • Post the right stuff o Like other pages and tag them  "....@[page name], FB will auto-complete  Build informal partnerships o Paste URLs for automatic photo, synopsis • Encourage discussion o Ask questions o Polls o Private messageshttp://info.helpattack.com | @helpattack | support@helpattack.com
  27. 27. Flickr, Tumblr, Pinteresthttp://www.socialbrite.org/2012/02/16/what-to-pin-and-what-not-to-pin-on-pinterest/
  28. 28. Small to Medium Nonprofits Use Free / Low Cost Tools • Listen: Hootsuite, TweetDeck, SproutSocial, Google Reader • Measure: Google Analytics, Facebook, SocialBro, Insights, Feedburner, TweetReach • Manage: Reminders, Bookmarks, Shortcuts, Buffer, Tweriod Spend an hour creating social media / online response guidelines for your organization. Share the logins. Its OK!http://info.helpattack.com | @helpattack | support@helpattack.com
  29. 29. Smallness as an Advantage • You can really know your supporters • Grow the right audience • Easier to ask them for things Try this: Choose a random hundred and look at their profiles. How did they find you? Who are they? Why are they following you? What value can you provide?http://info.helpattack.com | @helpattack | support@helpattack.com
  30. 30. Small Org Fundraising • Set appropriate goals • Individual attention o Tie individual donors to specific results o Personal thank yous • Get a leg up o Borrow an audience o Partnerships o Spend when appropriate • Long term investmenthttp://info.helpattack.com | @helpattack | support@helpattack.com
  31. 31. Metrics • $ per unique visitor o Divide total raised by "Unique Visitors" in google analytics. • $ per staff hour o Divide total raised by number of hours • Click to share ratio o How many people shared? (+1, Like, RT, share) o How many people actually clicked on it? • Donation page conversion rate o Divide number of donations by unique visitors, multiply by 100.http://info.helpattack.com | @helpattack | support@helpattack.com
  32. 32. ROI Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth, rather than a short term balance sheet. Where would you be without your email list today?http://info.helpattack.com | @helpattack | support@helpattack.com
  33. 33. The Takeaway Slide (Wake up! almost over!) • Social media fundraising is far more similar than different from other fundraising • Sharing is critical o Make it visual o Make it specific • Focus on your foundation o General online donations o Supporter database o Create culture of listening & openness • Then pick appropriate tools & campaigns • Try it, measure it, fix it, repeathttp://info.helpattack.com | @helpattack | support@helpattack.com
  34. 34. Social Media Fundraising Tools • FirstGiving • Chirpify • Causes • HelpAttack!http://info.helpattack.com | @helpattack | support@helpattack.com
  35. 35. Share your pledge
  36. 36. Make a pledge!
  37. 37. Cause + Specific campaign
  38. 38. Thanks for coming!Blog & resources: http://info.helpattack.comSign up: http://helpattack.com/addcause/search@helpattackhttp://facebook.com/helpattack(512) 934-2410Questions?
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