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Individual Giving Save A Mother Social Media Internship 2011
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Individual Giving Save A Mother Social Media Internship 2011


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Email to learn how you can get involved or visit

Email to learn how you can get involved or visit

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  • Short presentation on Fundraising for Save a Mother and how you all can help, but first a little background on me: I came across Save a Mother about a month ago.  public health.  professional background in fundraising, and currently I work in annual giving at the Harvard Kennedy School. I've been speaking with Rahul on ways to strengthen Save a Mother's fundraising plan, and one growth area we identified is to try to implement an individual giving program and expand SAM's pool of donors. Rahul and I both thought this was an area where you guys as Social Media interns could really help.
  • One of the main principals of fundraising for nonprofits is to diversify your fundraising sources. Getting a large gift from a person or an organization is great, but not always sustainable. A lot of organizations learned the hard way during the recession over the past few years that you need to constantly be uncovering new sources of money for when others dry up.  The main ways that nonprofits raise money is by foundation and government grants, corporate giving, events, and donations from individuals. Donations from individuals is going to be our focus.
  • Ind. giving refers to gifts made by people,accounts for 80% of all charitable funds given in the U.S. While some orgs lend themselves more to fdn and gvt grants than others, an ind. giving strategy is something every org can implement. . Some ppl don't give to charity b/c don't have much to give. Building an ind. giving prog starts with  pools of loyal donors who may not donate much, but are loyal, donate regularly, and believe in the cause.
  • When building an individual giving program, participation is key. Finding big money donors is important and hugely beneficial in the long run, but those people are typically identified within pools of loyal donors who donated small sums of money regularly over a number of years. By giving even a small amount of money, the donor is joining the SAM community and showing support for the mission and the work. Read point 2. You want to build a solid base of donors you know you can count on, and identify prospects for major donors later on, as well as volunteers and board members, 
  • As you all know, social media is a tool being used by organizations across the board, from nonprofit to for profit to government and everything in between.  Read point 1. The role of social media for nonprofits really focuses on the idea of building a community. You want visitors to your pages to feel connected to the mission and want to be involved and invested. Social media is the best way for your message to go viral and to quickly expand your network of supporters.
  • I read a poll recently of the top 5 reasons people reported that they gave to a charity so I divided them into two groups to show how they relate to what you will be doing. This slide shows reasons people give and how social media can relate to that: Read two bullets: As I mentioned earlier, you want to foster a community and give people a sense that they're really part of Save a Mother's network. Those people will then spread the word to their friends, and suddenly your organization becomes something very personal and meaningful to people and groups of people.
  • This next slide has the next three reasons people gave, and can be a good road map for things that should be featured on your page. Read three bullet points. People want to feel like their contribution is making a difference. The content of your page needs to make the viewer feel really connected to what is going on and the need for financial support. If they know exactly what their money is going to and that every $10 or $20 is  needed and meaningful, they will feel more inclined to give than they may to a huge organization where there donation may hold less weight.
  • Best practice fundraising in general: giving needs to be easy. Some donors will give up if it isn't extremely clear how to make their donation. Also doesn't inspire confidence in your org if your techn not working properly, so make that a priority. Extremely important to thank your donors and to let them know how much you appreciate their gift. It is far easier to keep an existing donor than to pick up a new one, so treat your donors like family: let them know all the successes of your organization as well as some of the challenges, and keep them up to date on the good things that their money is doing.
  • There are tons of examples of organizations having success via social media. You can see it from the presidential election in 2008, when Obama set fundraising records using facebook and blogs and collecting huge amounts of smaller donors. I wanted to give you another maybe more applicable example and some takeaways from it, so I came across this campaign by Amnesty International: Read slides.
  • Amnesty advertised some takeaways from the success of their campaign, which I think can be very helpful to you guys. To be successful, your page needs: Read point 1. The best way to get a donation is to ask someone directly. Since you won't be making face to face asks, you want to be sure your message and your ask on your page are clear and compelling. Read point 2: as i mentioned earlier, an easy and clear way to donate is very important Read point 3:  Some people are more tech savvy than others,so make sure you are accommodating everyone who visits your page.
  • Bringing it back to Save a Mother, there have been some major fundraising successes in recent history that we want to build off of and complement with the individual giving program. Events have proven to be very successful (read point 1) Chase Community Challenge. Building a community and spreading the word to as many people as possible is KEY for you guys. This is an easy way for people to contribute with their vote as well as their personal donation. Seeing who voted for you can also be a way to identify future donors/volunteers.   Point 3.
  • So I've written out what I think your broad goals should be as Social Media Interns. These can be tweaked and made more specifically, but basically you want to (point 1). Through your pages, you should be promoting reasosn to and benefits of giving to save a mother (read point 2)
  • Read point 1:A reason could be the fact that all donations go 100% to field work, they could be a first hand account from a volunteer, they could be a stat on how much their $25 can do, etc. Get creative! Also, as I mentioned it is very important that all donors be thanked, so you should start thinking of ways to make sure that happens. Should donors at different levels be thanked differently? Should they be thanked publically? Who should thank them? We need your ideas!
  • Transcript

    • 1. Fundraising for Save a Mother Presentation for Social Media Interns Meaghan Kilian June 16, 2011
    • 2. Fundraising for Nonprofits
        • It is important to have diversified fundraising sources
        • Many ways to raise money:
          • Grants
          • Corporate Giving
          • Events
          • Individual Giving
    • 3. Individual Giving Programs
        • 80% of charitable funds given in the U.S. are from individuals.
        • Building an individual giving program starts with pools of smaller, loyal donors.
    • 4. Participation is Key
        • When beginning an Individual Giving program, increasing participation numbers is even more important than increasing dollar amount.
        • By raising awareness and visibility for Save a Mother and increasing quantity of lower level donors, you are building a base for future volunteers and major gift donors.
    • 5. Social Media for Fundraising
        • Organizations report that incorporating Social Media into their fundraising plan has increased giving by up to 40%.
        • Social Media can help your donor feel connected with your organization and create an online community. It allows your message to go viral and to quickly build networks of followers.
    • 6. Reasons people give (why use social media?):
        • "I feel a sense of closeness to a community or group."
        • "Someone I know asked me to give, and I wanted to help them."
    • 7. Reasons people give (what goes on my page?):
        • "I felt emotionally moved by someone's story."
        • "I want to feel I'm not powerless in the face of need and can help."
        • "I want to feel I'm changing someone's life."
    • 8. Other Fundamentals of Fundraising
        • Giving needs to be as simple and easy as possible:
          • Make DONATE link stand out;
          • Easy to follow as instructions.
        • Thank your donors and to let them know what their donations are doing:
          • Stewardship makes donors more likely to give again;
          • It is far easier to keep an existing donor than to find a new donor.
    • 9. Example: Amnesty International
        • Launched social media campaign in April, 2010 on Facebook, Twitter, MySpace, and various blogs.
        • Goal was to raise funds to buy a full page newspaper ad to protest against a Shell Oil affiliate for what the organization believes were environmental transgressions in the Niger Delta region of Nigeria.
        • The campaign exceeded Amnesty International’s expectations, receiving over 2,100 donations totaling £30,000 within three weeks.
    • 10. Amnesty International's Advice on what you need:
        •   A specific call to action  to donate towards the cause and/or send the message to others who may be interested.
        • An immediate way to donate funds  via credit card linked directly from the post and processed through your website. Individuals who wished to support the cause could donate as little as $10 or enter their own sum.
        • A social media sharing tool   for readers to spread the word through Facebook, MySpace, Twitter, and other sites. Don't assume that all of your readers know what those tiny social networking and social bookmarking icons at the end of most blog entries mean.
    • 11. Save a Mother Current Fundraising 
        • Fundraiser in Houston in May
          • Grossed $46,000.
          • Another in Chicago on September 16th.
          • Handful of smaller fundraisers in Chicago this summer.
        • Chase Community Challenge-Top 100 Voted Non-profits receive $25,000 and the top non-profit receives $500,000 (this year's winner had 28,000 votes).
        • Small Individual Giving program.
    • 12. Fundraising Goals for Social Media Interns at Save a Mother
        • Build an online community to increase awareness and understanding of the mission Save a Mother, and grow number of donors/volunteers. 
        • Promote reasons to/benefits of giving to Save a Mother :
          • Clearly stated mission;
          • Demonstrated Success;
          • Future goals;
          • Zero transaction fees for donations through Google Checkout--100% of donations go to field work--this is huge!
    • 13. Next Steps for Interns
        • Keeping in mind the five points for "why people give" (slides 6 and 7)  and the three tips from Amnesty International (slide 10), create a clear, concise and compelling message for your social media page, with at least 5 reasons for giving.
        • Create a stewardship model for donations received through your online page. Everyone needs to get thanked!
    • 14. Questions?
      • Meaghan Kilian
      • [email_address]
      • 978-505-1809