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Social Media and your Fundraising Program

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Susan Tenby
Susan Tenby

Presentation for Association of Fundraising Professionals Breakfast, San Francisco

Social Media
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SOCIAL MEDIA & YOUR FUNDRAISING PROGRAM SUSAN TENBY AFP GOLDEN GATE JULY 2015 @SUZBOOP SUSANTENBY.COM
Director of Community and Partnerships, Caravan Studios Original Online Community Manager, TechSoup Founder, OCTribe Social Media Consultant
Agenda 1. Fundraising Through Social 2. Branding 3. Relationship-Building 4. Capacity 5. Meet the Pros 6. Resources
FUNDRAISING THROUGH SOCIAL 1
The Big Picture • Strategize your campaign and set realistic goals. • Evaluate your audience (who and where). • Create the content and messaging. • Measure your campaign’s KPIs. • Be committed.
“Content is king, but distribution is queen and she wears the pants.” - Jonathan Perelman, Buzzfeed CC Image: https://flic.kr/p/6WsfZx
The Social Fundraising Funnel Prospects Visitors Subscribers/Followers Advocates Supporters
Crowdfunding Engages All Age Groups Online donors 55- 64 are the most generous crowdfunders. 1% 9% 19% 22% 24% 18% 7% Unknown 18-34 35-44 45-54 55-64 65-74 75+ Source: http://www.slideshare.net/kimbiainc/gla-infographicfinal
What Should I Be On? • Which platforms will help me reach org goals? • Which platforms are our audiences using? • Which platforms are our target audiences using? • Which platforms can we listen and learn? • Which platforms will allow us to stand out?
Donor Consideration Touch-Points • Email used to be the first point of contact. Now social media is often the first contact. • Websites are now secondary, primarily used to gather information.
BRANDING 2
What is off brand? Trying to hard to reach Millennials. What does this have to do with NPTech? Where does it mention the link to Vine in the bio?
What are you projecting as an org? You must have a purpose, a plan, and make connections back to your mission and your org.
They set up a Tumblr for no reason that has no connection to TechSoup or nonprofits. There’s no plan to scale it, and they abandoned it.
Piggyback on Your Colleagues’ or Competitors’ Hashtags #LYFTNATION #UBERX
Using P!NK to get visibility for our hashtag Modify a tweet then add a parenthetical addition to it
RELATIONSHIP-BUILDING 3
• Use a CRM tool like Nationbuilder to find who is following you across different platforms. • Engage with them directly. • Set a meeting with them. Meet Your Super Fans
• Allows you access to stakeholders and influencers • Gives you a reason to ping new networks • Gives a human voice and face to C-level staff and those behind the vision Social Media Changed the Way We Engage
What’s too much? Find the line between informative and annoying. Too many posts decrease engagement.
What’s not enough? When it looks like no one’s there.
What else makes an effective post? @Mention and no more than 3 hashtags. Pictures and video get 50% more engagement.
What If I Have Nothing to Say?
Experiment with posts, but don’t drive yourself crazy. Guy Kawasaki’s A/B test mentioning race got 492 comments. A/B Testing
Identify hashtags used in your issue area, and share high-quality content using those hashtags to build credibility. Converting a Tweet into a Lead
Identify influencers in your network and in your issue area by using tools like Little Bird and Buzzsumo. Converting a Tweet into a Lead
Be diligent about engaging with your influencers over a period of time, so you stay top of mind. Here’s 8 ways to get their attention… Converting a Tweet into a Lead
Follow them. Engage with their tweets by replying, commenting, retweeting, or favoriting. Favorite positive tweets from other users by searching for their handle in native Twitter. Converting a Tweet into a Lead
Converting a Tweet into a Lead Share their long-form content: • Visit their blog, YouTube, Slideshare, or find recent news on them. • Tweet it out with an @mention.
Converting a Tweet into a Lead Scroll through their Twitter feed: • Are they running a campaign? Give them a shout out. • Are they participating in or hosting tweet chats? Join them.
Converting a Tweet into a Lead If they’re live tweeting, retweet and engage with their content in real time.
Add them to a flattering Twitter list. Subscribe to their Twitter lists. Converting a Tweet into a Lead
Once you’ve gotten their attention via a follow-back, send them a DM to get their email address. Converting a Tweet into a Lead
CAPACITY 4
Get It Done with Consultants A team of two consultants can take on the work of one full-time social media manager.
Get It Done with Existing Staff Make it easy. • Get your staff on-board with sharing your org’s mission and call to action on their social. • Prefabricate posts. • Optimize social sharing on the website.
Get It Done with Interns Prevent intern turnover by giving more and more responsibility.
Time Investment Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes a week Listservs: 15 minutes a week Other Groups: 30 minutes a week
Time Investment In 5 minutes, you can • Respond to @mentions • Respond to DMs • RT someone
Time Investment With 20 minutes, you can • Look for shareable content and curate. • Reach out to new followers. • Answer a question and amplify it.
Time Investment With 40-60 minutes, you can • Search for 5 new people in your field to follow. • Live-tweet an event. • Find and use 5 new hashtags. • Join a tweet chat.
MEET THE PROS 5
Nonprofit Orgs A Social & Mobile Media Blog for Nonprofits • Facebook: 93K fans • Twitter: 788K followers • YouTube: 1,328 subscribers • Pinterest: 20K followers • LinkedIn: 2,154 followers • Instagram: 8,782 followers • Google+: 14K followers
Nonprofit Orgs @nonprofitorgs • Offers high-quality free content • RTs influencers • Maintains good mix of self- promotion vs. 3rd party content
Janet Fouts @jfouts Variety of content: • Curated • Inspiring • Field related • Humor • Personal
Beth Kanter @kanter • Informative • Gracious • Has Calls to Action • Includes insights into her thought- process and ideas
RESOURCES 6
Twitter Lists of Over 600 Nonprofit CEOs and Executive Directors: • https://twitter.com/farra/lists/social-eds/members • https://twitter.com/ChrisTuttle/lists/nped Slideshares: • www.slideshare.net/suzboop • www.slideshare.net/girardinl/dont-panic-how-to-embrace-emerging- social-media-with-infinite-majesty-and-calm Recommended Reading: Mobile for Good: A How-To Fundraising Guide for Nonprofits by Heather Mansfield
24 Must-Read Fundraising and Social Media Reports for Nonprofits http://www.nptechforgood.com/2015/07/03/fundraisingreports/ 15 Must-Know Fundraising and Social Media Stats http://www.nptechforgood.com/2015/01/25/15-must-know-fundraising- and-social-media-stats/ Nonprofit Tech for Good’s Social Media Archive http://www.nptechforgood.com/category/social-media/

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Social Media and your Fundraising Program

  • 1. SOCIAL MEDIA & YOUR FUNDRAISING PROGRAM SUSAN TENBY AFP GOLDEN GATE JULY 2015 @SUZBOOP SUSANTENBY.COM
  • 2. Director of Community and Partnerships, Caravan Studios Original Online Community Manager, TechSoup Founder, OCTribe Social Media Consultant
  • 3. Agenda 1. Fundraising Through Social 2. Branding 3. Relationship-Building 4. Capacity 5. Meet the Pros 6. Resources
  • 5. The Big Picture • Strategize your campaign and set realistic goals. • Evaluate your audience (who and where). • Create the content and messaging. • Measure your campaign’s KPIs. • Be committed.
  • 6. “Content is king, but distribution is queen and she wears the pants.” - Jonathan Perelman, Buzzfeed CC Image: https://flic.kr/p/6WsfZx
  • 7. The Social Fundraising Funnel Prospects Visitors Subscribers/Followers Advocates Supporters
  • 8. Crowdfunding Engages All Age Groups Online donors 55- 64 are the most generous crowdfunders. 1% 9% 19% 22% 24% 18% 7% Unknown 18-34 35-44 45-54 55-64 65-74 75+ Source: http://www.slideshare.net/kimbiainc/gla-infographicfinal
  • 9.
  • 10. What Should I Be On? • Which platforms will help me reach org goals? • Which platforms are our audiences using? • Which platforms are our target audiences using? • Which platforms can we listen and learn? • Which platforms will allow us to stand out?
  • 11. Donor Consideration Touch-Points • Email used to be the first point of contact. Now social media is often the first contact. • Websites are now secondary, primarily used to gather information.
  • 13. What is off brand? Trying to hard to reach Millennials. What does this have to do with NPTech? Where does it mention the link to Vine in the bio?
  • 14. What are you projecting as an org? You must have a purpose, a plan, and make connections back to your mission and your org.
  • 15. They set up a Tumblr for no reason that has no connection to TechSoup or nonprofits. There’s no plan to scale it, and they abandoned it.
  • 16. Piggyback on Your Colleagues’ or Competitors’ Hashtags #LYFTNATION #UBERX
  • 17. Using P!NK to get visibility for our hashtag Modify a tweet then add a parenthetical addition to it
  • 19. • Use a CRM tool like Nationbuilder to find who is following you across different platforms. • Engage with them directly. • Set a meeting with them. Meet Your Super Fans
  • 20. • Allows you access to stakeholders and influencers • Gives you a reason to ping new networks • Gives a human voice and face to C-level staff and those behind the vision Social Media Changed the Way We Engage
  • 21. What’s too much? Find the line between informative and annoying. Too many posts decrease engagement.
  • 22. What’s not enough? When it looks like no one’s there.
  • 23. What else makes an effective post? @Mention and no more than 3 hashtags. Pictures and video get 50% more engagement.
  • 24.
  • 25. What If I Have Nothing to Say?
  • 26.
  • 27.
  • 28. Experiment with posts, but don’t drive yourself crazy. Guy Kawasaki’s A/B test mentioning race got 492 comments. A/B Testing
  • 29. Identify hashtags used in your issue area, and share high-quality content using those hashtags to build credibility. Converting a Tweet into a Lead
  • 30. Identify influencers in your network and in your issue area by using tools like Little Bird and Buzzsumo. Converting a Tweet into a Lead
  • 31. Be diligent about engaging with your influencers over a period of time, so you stay top of mind. Here’s 8 ways to get their attention… Converting a Tweet into a Lead
  • 32. Follow them. Engage with their tweets by replying, commenting, retweeting, or favoriting. Favorite positive tweets from other users by searching for their handle in native Twitter. Converting a Tweet into a Lead
  • 33. Converting a Tweet into a Lead Share their long-form content: • Visit their blog, YouTube, Slideshare, or find recent news on them. • Tweet it out with an @mention.
  • 34. Converting a Tweet into a Lead Scroll through their Twitter feed: • Are they running a campaign? Give them a shout out. • Are they participating in or hosting tweet chats? Join them.
  • 35. Converting a Tweet into a Lead If they’re live tweeting, retweet and engage with their content in real time.
  • 36. Add them to a flattering Twitter list. Subscribe to their Twitter lists. Converting a Tweet into a Lead
  • 37. Once you’ve gotten their attention via a follow-back, send them a DM to get their email address. Converting a Tweet into a Lead
  • 39. Get It Done with Consultants A team of two consultants can take on the work of one full-time social media manager.
  • 40. Get It Done with Existing Staff Make it easy. • Get your staff on-board with sharing your org’s mission and call to action on their social. • Prefabricate posts. • Optimize social sharing on the website.
  • 41. Get It Done with Interns Prevent intern turnover by giving more and more responsibility.
  • 42. Time Investment Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes a week Listservs: 15 minutes a week Other Groups: 30 minutes a week
  • 43. Time Investment In 5 minutes, you can • Respond to @mentions • Respond to DMs • RT someone
  • 44. Time Investment With 20 minutes, you can • Look for shareable content and curate. • Reach out to new followers. • Answer a question and amplify it.
  • 45. Time Investment With 40-60 minutes, you can • Search for 5 new people in your field to follow. • Live-tweet an event. • Find and use 5 new hashtags. • Join a tweet chat.
  • 47. Nonprofit Orgs A Social & Mobile Media Blog for Nonprofits • Facebook: 93K fans • Twitter: 788K followers • YouTube: 1,328 subscribers • Pinterest: 20K followers • LinkedIn: 2,154 followers • Instagram: 8,782 followers • Google+: 14K followers
  • 48. Nonprofit Orgs @nonprofitorgs • Offers high-quality free content • RTs influencers • Maintains good mix of self- promotion vs. 3rd party content
  • 49. Janet Fouts @jfouts Variety of content: • Curated • Inspiring • Field related • Humor • Personal
  • 50. Beth Kanter @kanter • Informative • Gracious • Has Calls to Action • Includes insights into her thought- process and ideas
  • 52. Twitter Lists of Over 600 Nonprofit CEOs and Executive Directors: • https://twitter.com/farra/lists/social-eds/members • https://twitter.com/ChrisTuttle/lists/nped Slideshares: • www.slideshare.net/suzboop • www.slideshare.net/girardinl/dont-panic-how-to-embrace-emerging- social-media-with-infinite-majesty-and-calm Recommended Reading: Mobile for Good: A How-To Fundraising Guide for Nonprofits by Heather Mansfield
  • 53. 24 Must-Read Fundraising and Social Media Reports for Nonprofits http://www.nptechforgood.com/2015/07/03/fundraisingreports/ 15 Must-Know Fundraising and Social Media Stats http://www.nptechforgood.com/2015/01/25/15-must-know-fundraising- and-social-media-stats/ Nonprofit Tech for Good’s Social Media Archive http://www.nptechforgood.com/category/social-media/

Editor's Notes

  1. Think abt campaign as yr social strategy, not a one-off, not a list building exercise, a lot of follow up. Guy Kawasaki talks about the NPR model, build community and then ask for $. Provide great content and THEN ask for $
  2. Adapt yr content so it fits each channel. Don’t share one-size fits all content, make content easily shareable for your networks and friends. A tweet should not be posted to FB, for ex. Create preshareable content all in one bit.ly.
  3. Applying fundraising funnel– to social media fundraising. Prospects- ppl who are aware of you, but haven’t interacted with u.
  4. Giving Tuesday is growing, $45 mil in 2014. Source: http://casefoundation.org/blog/givingtuesday-moves-campaign-tradition/ nearly 700,000 tweets using the #givingtuesday hashtag
  5. New channels will make you stand out– look innovative, for example, WWF did a campaign on snapchat and the NY animal shelter put adoptable dogs on Tinder.
  6. Social media has become the first point of contact. You need to make
  7. In branding section, because you are positioning your brand relative to similar brands.
  8. She has 28 million followers
  9. If they follow you on slideshare, twitter, facebook, linkedin, And engage with them directly – look at your slideshare downloads! Make a meeting. Find your 100 super fans Is there a tool that can identify who follows you across all platforms? https://www.facebook.com/groups/5153873869/permalink/10153028800478870/?comment_id=10153029533918870&offset=0&total_comments=4&notif_t=group_comment_mention
  10. If they follow you on slideshare, twitter, facebook, linkedin, And engage with them directly Make a meeting. Find your 100 super fans Is there a tool that can identify who follows you across all platforms? https://www.facebook.com/groups/5153873869/permalink/10153028800478870/?comment_id=10153029533918870&offset=0&total_comments=4&notif_t=group_comment_mention
  11. Ask audience what makes it good
  12. Image shows map of adjacent hashtags to #NPMC. Tool used is hashtagify.
  13. logos
  14. Include time clock
  15. Include time clock
  16. Include time clock
  17. Include time clock
  18. Nonprofit execs CEOs who tweet well