Fundraising via Social Media

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  • 1. Social Media Major Gifts and Annual Giving Tu-Anh Pham Web Author
  • 2. What is it? • A conversation • Way to engage with your audience • Ongoing • Viral marketing – “Word of mouse” – Copying and pasting • Transparent
  • 3. Conversation Prism – Brian Solis
  • 4. Facebook • If Facebook was a country, it would be the 8th most populated in the world, just ahead of Japan. – Mark Zuckerberg • 5 billion: Amount of minutes spent on Facebook in a day • 1 billion: Amount of content shared a week on Facebook
  • 5. Facebook Pages
  • 6. Twitter • 3 million: Avg number of tweets sent/day • Followers, Replies, Retweets • Constant conversation • Promote traffic to website • See what your audience is really thinking • To the point
  • 7. search.twitter.com
  • 8. Social Media is About … Listening
  • 9. Get Involved and Let Go • Don’t just talk about yourself. Ask questions, engage people and link to interesting sites, articles, etc. • You cannot control the message • You have to be honest and authentic
  • 10. “Controlling the message is not the answer. Learning to use the new tools responsibly within your organization is.” - Charlotte Regional Partnership
  • 11. Fundraising • Use of social media is not the point • Building relationships is • Social media is a tool to connect you with potential donors, sponsors, etc.
  • 12. Fish Where the Fish Are • Determine where your audience is • Once you have your audience’s attention, approach prospective donors in “traditional” ways (private meetings, grant proposals, etc.) – and then secure major gifts
  • 13. Facebook Demographics • Facebook’s largest user group is aged 35- 54 (it once was 18-24) • Facebook 55+ users grew from 950,000 to 5,900,000 in only 6 months (iStrategyLabs, January, 2010)
  • 14. LinkedIn Demographics • 37% of users are between 35-49 • 31% of users are older than 50 • 27% of users are between 18-34 • 38% of users make more than $100k • 31% of users make between $60-100k (Quantcast.com, 2010)
  • 15. Twitter Demographics • 45% of users are between 18-34 • 24% of users are between 35-49 • 30% of users have an income of over $100k • 28% of users makes between $60-100k (Quantcast.com, 2010)
  • 16. Long Term • Short-term plans will result in minimum donations and results • Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.
  • 17. “No time…” • Do not have to spend all day on it • Have third-party tools open to follow the conversation • TweetDeck, HootSuite, etc.
  • 18. Go Play and Explore