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Using Social Networks for Fundraising

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Using Social Networks for Fundraising

Using Social Networks for Fundraising

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  • Diversification:Carie Lewis, the Humane Society’s Internet marketing manager, said she finds herself responding to lots of mundane questions on pet care as a result of maintaining a presence on Facebook, MySpace, YouTube and Flickr. More important, Lewis said she’s discovered supporters outside the organization’s traditional demographic of women in their 50s.Engagement:“If you send out a direct-mail piece, you never know if people open it up or not, unless they mail a check back to you,” said Steve Byers, director of development and communications at Kansas-City based Water Partners International, which promotes safe drinking water. “With the online community, we know which pages they’re clicking on. … They want to provide feedback and interact with the organization in ways that are very exciting and challenging.”
  • Promote causesCircle of Health International has its own Facebook page, and 26-year-oldMatt Bieber clicked on an application called Causes that allowed him to invite more than 100 of his 200-plus contacts to publicize the non-profit on their profile pages. His recruitment effort was akin to distributing virtual bumper stickers with the option to donate through the site. Eleven of his friends added the non-profit to their profiles.Water Partners created three fictional characters from Ethiopia, India and Honduras and placed them in a virtual village on Second Life to illustrate the challenges of accessing potable water. The avatars also have profiles on MySpace and Facebook, and shots of their Second Life village are posted onphoto-sharing site Flickr. While the amount of money raised so far is tiny,Byers said he could see online marketing and fundraising slowly displacingdirect mail.
  • Brainchild of Canadian marketing consultant Danny BrownStarted by people on Twitter
  • charity: water is a non-profit bringing clean and safe drinking water to people in developing nations.Tweetsgiving was a similar event last Thanksgiving
  • 1. You're still trying to get a handle on your basic software infrastructure.There are many ways software can enhance your organization's effectiveness and efficiency. Social networking sites should not be the first tools you turn to, however.Almost all organizations will get more bang for their buck by ensuring that their computers are networked and backed up regularly; by purchasing robust software to help staff members do their jobs; by maintaining a useful constituent database; and by exploring the benefits of an e-newsletter or email action alerts. Once these fundamentals are in order, it makes more sense to turn your attention to experimental areas like social networking.One exception: If you're looking for an easy way to build a simple Web site and your audience overlaps substantially with the younger and more tech-savvy audiences likely to be using MySpace or Facebook, it's worth considering using social networking tools to create a Web presence, as discussed in point one under "Opportunities in Social Networking," below.2. Your target audiences aren't using social networking toolsSocial networking works best when the people you're trying to reach or work with are already members of a community like Facebook or MySpace. Look for opportunities to interact with current or new constituents in the sites they're already using, rather than expecting them to join you on a new site.While these sites' audiences are expanding among older and niche audiences, they are still predominantly young (in their teens or twenties) and tech-savvy. Some of the niche social networking tools can help you reach different demographics, but it's important to know where the folks you're trying reach already are.How should you go about learning what sites your target audiences are using? There's no better way than asking them, either through a survey or informal one-on-one interviews.3. You don't have time to experiment with something that might not work.Online communities aren't self-maintaining. They need you to promote them, cultivate them, and give them direction. If your network blossoms, you may be able to step back and watch your users produce and share content. But getting to that point takes a lot of time and effort.What's more, this work is not likely to yield immediate, measurable, bottom-line returns on your time investment. There are some examples of organizations attracting large numbers of supporters to sign a petition or to become “friends” within a social networking site. This is can be helpful in marketing your organization, but it's often hard to convert these online associations into more traditional supporters. With most social networking tools, for example, it's difficult to contact large numbers of friends cost-effectively.When it comes to fundraising itself, social networking sites are still a new frontier. As is pointed out in October 2007's The Wired Fundraiser (PDF), a report by SixDegrees and Network for Good, “the successful [fundraiser] has a relatively rare combination of true passion and a means to lend a sense of urgency to their cause. Not every SixDegrees fundraiser or Facebook Cause is a winner, but a proud few — the super activists — are very effective, raising $9,000 on average and reaching 150 people.”If you have the skill, time, and inclination to mold yourself into a super activist, and raising $9,000 from 150 people would be a big win for your organization, then social networking might work well for you. But keep in mind that there's no guarantee.Investing in social networking sites isn't a calculated risk, like sending out an appeal letter or a proposal, or inviting a prospect to lunch. We don't yet have enough data to know what the payoffs may be, if there are any at all.4. You're not willing to deal with technologies that don't work as well as they could.Social networking is not yet a well-oiled machine. The technology is changing rapidly. Things break. If your organization decides to invest in social networking, you'll need a reliable consultant or a staff member (not a volunteer or an intern) who is willing to experiment, figure out how to get stuff working, and approach these tools with a sense of adventure. They'll need patience to deal with platforms that don't necessary work as well as they could, or even as well as advertised.5. You're not ready to invest in gaining a real understanding of the medium.So you want to seed your leadership and donor pipeline with Millennials and Gen Y'ers by reaching out to them through social networking sites? Good idea. But young folks can sniff out campaigns with ulterior motives faster than you can design them.In order to have success with social networking, it's critical that you understand the culture of the communities you're joining. Typical social networking site users expect a collaborative, open approach. Anything that seems like a hard sell or like it was put together by a committee will be ignored, or, worse, ridiculed.6. You want clear editorial control over your brand and message.People who use social networking tools are not interested in promoting your brand or following your message guidelines. When you get involved with these sites, it's hard to control the context in which your organization shows up. For instance, it's completely possible that you'll appear in someone's list of “friends” alongside causes with which you do not want to be associated. Those who succeed with social networking do so by letting their constituents have a substantial voice in their message, rather than by setting firm rules and expecting users to follow them.

Using Social Networks for Fundraising Using Social Networks for Fundraising Presentation Transcript

  • USING SOCIALNETWORKS FORFUNDRAISINGFlorida Vista Conference Call August24, 2010
  • Agenda Welcome Roll Call Announcements Social Media Presentation Summer Vista Farewell Closing
  • What is Social MediaSocial media is currently defined as follows on Wikipedia:“Social media is media designed to be disseminated through social interaction,created using highly accessible and scalable publishing techniques.”This wordy definition goes on to add that the ubiquity of high speed internetaccess in much of the Western world enables the use of “web-based technologiesto transform broadcast media monologues (one to many) into social mediadialogues (many to many)”.This is key.Social media enables conversations.Social media platforms like Facebook, Twitter, YouTube, Flickr, MySpace allowpeople to congregate around „interests‟ online, empowering content creators tocreate and nurture online communities around „social objects‟: online
  • What are Social networks? Users create public profiles Discover others with similar interests or backgrounds Create an online network of “friends” or colleagues
  • Social Network Sites Most popular  Philanthropy Specific  Facebook: sharing friends  Sixdegrees.org and profiles  Change.org  MySpace: sharing friends and  YourCause.com profiles – slightly more corporate feel than Facebook  BringLight.com  Bebo: sharing friends and  FirstGiving.com profiles  Yahoo for Good  LinkedIn and Plaxo: more  NetworkForGood.org professional networking  ammado.com  Twitter: instant messaging  zazengo.com Special Purpose  Razoo.com  YouTube: video/media  socialvibe.com sharing  Flickr: photo sharing  Second Life: 3-D simulated world similar to the Sim’s.
  • Facebook demographics (1/2009) Has more than 42 million active users – over 200 million visitors Claims to be the 4th most-trafficked website in the world More than half of Facebook users are not in college The fastest growing demographic is those 35 years old and older 25-34 year old demographic doubles every 6 months Largest age group is 18-24 The site is in more than 20 languages, including Spanish, French, German, Russian and Korean
  • MySpace demographics Claims to be the country’s most trafficked site on the Internet 85% of MySpace users are of voting age (18 or older) 1 in 4 Americans is on MySpace, in the UK it’s as common to have a MySpace as it is to own a dog 44% of users are between the ages of 18 and 34 23% of users are over 34
  • Demographic Comparisons Facebook MySpaceSource: www.quantcast.com
  • Demographic Comparisons
  • Social NetworkingDemographics“On a per capita basis, MySpace has 4% more women visitingits site than Facebook. Facebook users tend to be moreaffluent, with its users skewing towards households earningover $60,000 per year, while MySpace users skew toward lowerincome levels, with 12% more of its users earning under$60,000 per year. Using the psychographic system Mosaic totrack U.S. Internet users, its clear that theres a class distinctionbetween users of the two social networks. Facebooks mostpredominant group of visitors in Mosaic is "affluentsuburbia," a group that Mosaic describes as "the wealthiesthouseholds in the U.S., living in exclusive suburbanneighborhoods enjoying the best that life has to offer." Thepredominant group for MySpace, on the other hand, is"struggling societies," or households that are primarily singleparent, single income, raising families on lower incomes andtight budgets. “Source: www.time.com/time/business/article/0,8599,1675244,00.html10/24/2007
  • Demographics & Donations
  • Why should nonprofits get involved? People give to people  If I’m in your network, and I let you know about the nonprofit I care about, word can spread like a virus  People are more motivated to give if asked by a friend Qualities of a donor  Ability  Interest  Linkage Diversify your constituency Engage your constituency Don’t expect to raise a lot of money right away
  • Mobile fundraising becomesprominent Text the word “Quake” to 85944 to donate $10 On behalf of Food for the Hungry Text the word “Gain” to 85944 to donate $10 On behalf of Global Aid Network Text the word “Haiti” to 501501 to donate $10 On behalf of the Yéle Foundation Text the word “Yele” Yele to 501501 to donate $5 On behalf of the Yéle Foundation Text the word “Quake” to 20222 to donate $10 On behalf of The Clinton Bush Haiti Fund Text the word “Haiti” to 20222 to donate $10 On behalf of the Clinton Foundation Haiti Relief Fund Text the word “Haiti” to 52000 to donate $10 On behalf of the Salvation Army Text the word “Hope10” or “UNICEF” to 20222 to donate $10 On behalf of UNICEF Text the word “Habitat” to 25383 to donate $10 On behalf of Habitat for Humanity Text the word “Haiti” to 40579 to donate $10 On behalf of the National Religious Broadcasters (NRB) Text the word “Oxfam” to 25383 to donate $10 On behalf of Oxfam America, Inc. Text the word “Save” or “Safe” to 20222 to donate $10 On behalf of Save the Children Federation, Inc. Text the word “Give” or “World” to 20222 to donate $10 On behalf of World Vision Inc. Text the word “Haiti” to 85944 to donate $10 On behalf of the International Medical Corps Text the word “Haiti” to 25383 to donate $5 On behalf of the International Rescue Committee Text the word “Care” to 25383 to donate $10 On behalf of CARE Text the word “Live” to 25383 to donate $10 On behalf of Americares, Inc. Text the word “Give” to 25383 to donate $10 On behalf of the MTV telethon Text the word “AJWS” to 25383 to donate $10 On behalf of the American Jewish World Service Text the word “Haiti” to 90999 to donate $10 On behalf of the American Red Cross in the U.S.
  • Applications for Nonprofits Promote specific actions or causes  Peer to peer invitations to get involved  Click a button to add name to a list of supporters  User adds your “badge” or logo to his/her site Get constituent feedback  Blessing and a curse  Encourages a personal relationship to the nonprofit Researching VIPs, major gift prospects, & others
  • Special Facebook features toconsider Groups * Causes - applications that allow Facebook members to…  Create a cause site  Invite friends to join the cause  Make donations to the cause  Mustgo to a 501(c)3 org  Donations are processed by the application Badges – an icon that links back to your website or Facebook page
  • LinkedIn Features Lots of professional information – self reported LinkedIn Groups help constituents connect with each other
  • Obama’s Dominance His Facebook page has over 3 million friends His MySpace page has over 900K friends Fundraising success  January 2008, raised $32 MM, $28 MM of which was raised online  Of the $28MM, 90% of the donations were under $100
  • Stories from the field Humane Society of the US  Uses MySpace, Facebook  Raised $5,000 in 1st 3 months of Facebook presence via the Causes applet American Cancer Society  Conducted an annual virtual Relay for Life on Second Life since 2004  Raised about $5k in 2004; $38K in 2006; $100K in 2007; over $200,000 in 2008
  • 12 for 12K 12 months 12 charities 1200 people $10/person/month $12,000/charity
  • 12 for 12K
  • Twestival: Twitter Philanthropy Started when Twitterers in the UK decided to meet in person in Fall of 2008 Social event tied in with fundraising for a homeless shelter What if this happened in many cities? 10,000+ people in 202 cities met on 2/12/09 Raised $250,000 for charity:water
  • More on Twitter Info about swine flu spread on Twitter faster than the virus itself  CDC’s emergency alert service followers went from a few thousand to over 40,000  Twitter itself is becoming a news channel Lance Armstrong has 745,656 followers
  • Applications for prospectresearch Users create their own profiles which may include  Interests  Affiliations  Professional information Many profiles are “private”, some are open to public view Specialized search:  Twitter Search  LinkedIn Search Caveat emptor
  • How to get started Make sure  Simple online giving tools  Clear, simple, attractive web site Start small – set simple goals  Raise awareness of a particular issue or cause  Increase your constituency size by 10%  Engage a younger constituency  Raise funds for a hot issue
  • How To Get STarted Assign a champion and give that person the time to interact with the network Encourage staff members to create profiles and interact with the network Consider a multi-site strategy  Facebook  Twitter  YouTube  Flickr  Second Life
  • Online Giving Here are a few key points you can‟t miss when it comes to making the online giving process more social. Explain why someone would be interested in donating. Use real examples of people you have helped and situations you have improved. Provide information about your organization’s presence on social outlets so users can connect with you on them. All this info shouldn’t live right on the page where the donation form is. Just make it easily accessible from the donation form.
  • Online Giving Cont.1. Simple is Always Better You’ll make it complicated for people to share if it’s complicated to give. Read that again. And let’s keep the goal in mind –you want people to give. Then you want people to pass on the opportunity of giving to their friends and family.2. Don‟t use too many fields or have too many options. You don’t need to collect three different addresses and info on where a person went to school when they give. Make sense? Less is more.3. Don‟t make your form multi-step. Keep it to one page and one step. Too many steps equals too many ways for a person to fall out of the process. Browser issues. Boredom. Distraction. See?4. Don‟t use extraneous text/imagery. It’s a fact that giving people too many things to do or look at distracts them from the main goal. Keep it clean. Keep it simple5. Always confirm payment immediately. Doing this makes people feel secure and confident in their decision. Security and confidence make people more inclined to share with others.
  • Online Giving Cont.7. Send an email confirmation quickly. This closes the deal and gives you an opportunity to thank a person for their time and money. A very important step! It’s also a great opportunity to ask the donor to share what they’ve done with their network (remember, their networks matter).8. Make it Sharable Let’s think back to the first pointer here (Follow the Rules) –Explaining why someone would want to give and how you are making a difference makes people want to share with others. It gives them something to share. If people are giving to you its likely they’ll want to share that opportunity with their friends and family. Now it’s your job to make it easy for someone to do so. Here are a few ideas.9. Don‟t make people give to share. Check out what Tweetsgiving did. They asked people to tweet what they were grateful for with a link back to www.tweetsgiving.org–this helped to spread awareness.10. Use Add This plug-in on the donation form and the onscreen confirmation pages. It’s simple to add and makes it very easy for people to share via numerous social networks and email.11. Provide a way for people to share in the confirmation email. I.e. forward to a friend type functionality and links to your Facebook and Twitter pages.
  • Signs that Social networking isn’t foryou  You’re still trying to get a handle on your basic software infrastructure  Your target audiences aren’t using social networking  You don’t have time to experiment with something that might not work  You don’t have a high tolerance for things that don’t always work like they should  You aren’t ready to invest in gaining a real understanding of the medium  You want to maintain firm control of your brand and messageSource: www.fundraising123.org/article/should-your-organization-use-social-networking-sites
  • Keys to success Keep your site current Change content continuously  Twitter and blog posts  Status updates  Pictures & videos Be interactive and responsive Don’t make fundraising the primary focus  Inform  Engage  Inspire Focus on issues, not your organization