Winter Institute for  Chief Development Officers Fundraising and the New Economic Reality:  Social Media Rises to the Chal...
What is social media? <ul><li>Participation in honest conversation </li></ul><ul><li>NOT </li></ul><ul><li>prepared statem...
The Power of One Traditional marketing Input Outcome Social media  Input Outcome
 
Obama Campaign Stats
 
Shaping the Future  fundraising campaign Web page This campaign Web page shares a YouTube video
Alumni relations Web page <ul><li>This alumni relations Web page provides links to LinkedIn, Facebook and the e-newsletter...
Foundation social media Web page Links to social media sites are clearly displayed on this Web page.
Fundraising and social media links  Harvard has made it easy to give to the preferred school and also contact alumni and s...
Facebook has many useful tools to use <ul><li>Share photos, stories and link often. Work to increase fans and keep content...
Facebook allows information and links The Facebook Info section can be filled with lots of useful information and links…. ...
Keep it fresh and be active on Twitter Follow people, tweet often and share useful information in the Bio section.
Twitter encourages engagement Tweet often and share links.
Share videos on YouTube. You can post an unlimited amount of videos viewable to not only subscribers, but also anyone who ...
Create a YouTube channel to share videos. UC Irvine Foundation YouTube channel
Participate… and grow – using LinkedIn An official LinkedIn page provides basic information to the public and creates an e...
University of Washington alumni has almost 10,800 members and is promoted on the university alumni Web site. University al...
Flickr provides access to photos Flickr provides a place for photo sharing and is another way to engage.  Photos can also ...
Planned giving podcasts are useful tools Podcasts can be downloaded to iTunes
Blogs can be very useful. Only the University of Iowa Alumni is using one and not for fundraising. Alumni blog on the Web ...
These  tools are easy to use and easy to share. Newsfeeds, social sharing and e-newsletters
Widgets can be used to share news Widgets can be placed on iGoogle, blogs and social media sites such as Facebook.
Keys to success <ul><li>Get the message out </li></ul><ul><li>Keep the message fresh </li></ul><ul><li>Stick to the story ...
Have clear objectives for your campaign <ul><li>Mission  </li></ul><ul><li>Key Objective - To raise funds for … </li></ul>...
Allow people to engage at all levels <ul><li>Different levels of engagement </li></ul><ul><li>Opportunities for most casua...
Identify and empower  super users - manage the community <ul><li>Identify connectors early </li></ul><ul><li>Empower commi...
Fish where the fish are <ul><li>Go where the people are </li></ul><ul><li>Objective to make sure that each supporter onlin...
People like doing business with people they know … …  and love doing business with people they trust. Edelman Trust Barome...
University Fundraising  Web Sites <ul><li>Brown University </li></ul><ul><li>http://annualfund.brown.edu/ </li></ul><ul><l...
<ul><li>Thank You! </li></ul><ul><li>How to get in touch: </li></ul><ul><li>Anthony D Owens, Senior Strategic Consultant <...
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Fundraising and the New Economic Reality

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Fundraising and the New Economic Reality:
Social Media Rises to the Challenge

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  • Virilion: University Development and Fundraising In our interactive, always-on, interconnected world, there are no more audiences. There are only communities. Communities are built around common goals and shared interests. Communities can be a tremendous source of support, especially caring organizations. They can spread your messages; they can advocate for you. Individuals in communities expect your participation and your respect. They will respond in kind. Communities exist and are talking about you – and your organization – whether you know it or not … whether you decide to participate or not. You ignore these communities at your peril. At best, they are lost opportunities; at worst, they can do serious damage. Finding your community and building upon it takes a certain level of knowledge of the social media world and a certain level of effort. Virilion can help with both.
  • Social media is not a bunch of tools or sites. Social media is sharing (not just your insights – whatever). Participation in honest conversation EARNS coverage NOT Put up marketing statements BUYS Coverage
  • Your audience is your best promoter and when you think this way, the whole way you market gets turned on its head. Rather than throwing out messages to the many in hopes of converting the one, using the audience promoter concept, you use the one advocate to convert the many. Another familiar model analogy is Public relations, in PR we provide scientifically accurate and interesting information to a reporter and he writes and amplifies the message with his own spin..
  • There are dozens of social media platforms and options. Use the major ones. Have something to say … say it often Use the major social networks Put prominent links on your Web site Cross-link your social networks and share content Use all available features Optimize for search Protect your social media identity Video very powerful in this space
  • UC Irvine “Shaping the Future” fundraising campaign Web page.
  • University of Texas at Dallas Alumni Relations Web page.
  • University of Iowa Foundation social media Web page.
  • Harvard University Alumni Affairs &amp; Development Web page.
  • Brown University “Annual Fund” and UC Irvine “Shaping the Future” campaign on Facebook. Social media platforms allow a lot of different kinds of things to happen in their space. Use those things. You can put photos on Facebook; they do not have to be reserved for Flickr. And link to yourself from one platform to another. Not everyone uses every platform; give them options on where to find you.
  • Harvard University Alumni and University of Iowa Philanthropy on Facebook.
  • University of Illinois Foundation and University of Iowa Philanthropy on Twitter.
  • Harvard University Alumni on Twitter. Follow many people and they may follow you as well. Tweets often contain links to other content.
  • George Washington University Alumni on YouTube. NOTE: Make your captions short and descriptive.
  • UC Irvine Foundation – YouTube channel.
  • Brown University Alumni on LinkedIn. Use the services available to you on social media. LinkedIn allows organizations to provide descriptive information on the organization and include a logo.
  • University of Washington Alumni on LinkedIn.
  • University of Iowa Foundation (Give to Iowa) on Flickr. Caltech Alumni photo gallery on Web page.
  • Harvard University Alumni &amp; Development Planned Giving podcast Web page.
  • University of Iowa Alumni blog on Web site.
  • Caltech Alumni newsfeeds and e-newsletter on Web site. University of Washington Share on Web site.
  • UC Irvine “Shaping the Future” campaign widget on Web site.
  • Universities with URLs.
  • Fundraising and the New Economic Reality

    1. 1. Winter Institute for Chief Development Officers Fundraising and the New Economic Reality: Social Media Rises to the Challenge Anthony D. Owens [email_address] February 24, 2010
    2. 2. What is social media? <ul><li>Participation in honest conversation </li></ul><ul><li>NOT </li></ul><ul><li>prepared statements </li></ul>
    3. 3. The Power of One Traditional marketing Input Outcome Social media Input Outcome
    4. 5. Obama Campaign Stats
    5. 7. Shaping the Future fundraising campaign Web page This campaign Web page shares a YouTube video
    6. 8. Alumni relations Web page <ul><li>This alumni relations Web page provides links to LinkedIn, Facebook and the e-newsletter. </li></ul>
    7. 9. Foundation social media Web page Links to social media sites are clearly displayed on this Web page.
    8. 10. Fundraising and social media links Harvard has made it easy to give to the preferred school and also contact alumni and social media.
    9. 11. Facebook has many useful tools to use <ul><li>Share photos, stories and link often. Work to increase fans and keep content fresh. </li></ul>
    10. 12. Facebook allows information and links The Facebook Info section can be filled with lots of useful information and links…. use it to tell your story.
    11. 13. Keep it fresh and be active on Twitter Follow people, tweet often and share useful information in the Bio section.
    12. 14. Twitter encourages engagement Tweet often and share links.
    13. 15. Share videos on YouTube. You can post an unlimited amount of videos viewable to not only subscribers, but also anyone who searches for them in YouTube. Videos on YouTube
    14. 16. Create a YouTube channel to share videos. UC Irvine Foundation YouTube channel
    15. 17. Participate… and grow – using LinkedIn An official LinkedIn page provides basic information to the public and creates an entire network of employees and supporters to connect with. Brown Alumni promotes LinkedIn on their Web site.
    16. 18. University of Washington alumni has almost 10,800 members and is promoted on the university alumni Web site. University alumni provide an important resource
    17. 19. Flickr provides access to photos Flickr provides a place for photo sharing and is another way to engage. Photos can also be shared on the Web site
    18. 20. Planned giving podcasts are useful tools Podcasts can be downloaded to iTunes
    19. 21. Blogs can be very useful. Only the University of Iowa Alumni is using one and not for fundraising. Alumni blog on the Web site
    20. 22. These tools are easy to use and easy to share. Newsfeeds, social sharing and e-newsletters
    21. 23. Widgets can be used to share news Widgets can be placed on iGoogle, blogs and social media sites such as Facebook.
    22. 24. Keys to success <ul><li>Get the message out </li></ul><ul><li>Keep the message fresh </li></ul><ul><li>Stick to the story </li></ul><ul><li>Track and stay in touch with the interested visitor </li></ul><ul><li>Develop a worthwhile engaging relationship with those who can support you. </li></ul>
    23. 25. Have clear objectives for your campaign <ul><li>Mission </li></ul><ul><li>Key Objective - To raise funds for … </li></ul><ul><li>Key Objective - To engage the wider community to raise money and get other people to … </li></ul>
    24. 26. Allow people to engage at all levels <ul><li>Different levels of engagement </li></ul><ul><li>Opportunities for most casual supports to stay involved </li></ul><ul><li>Drive up commitment by offering more value </li></ul>
    25. 27. Identify and empower super users - manage the community <ul><li>Identify connectors early </li></ul><ul><li>Empower committed advocates </li></ul><ul><li>Give super users tools to activate others - Social and fundraising groups, local event organizing </li></ul>
    26. 28. Fish where the fish are <ul><li>Go where the people are </li></ul><ul><li>Objective to make sure that each supporter online regardless of where they are, has a connection with your University. </li></ul><ul><li>Use other social spaces to drive conversation back to your community site. </li></ul>
    27. 29. People like doing business with people they know … … and love doing business with people they trust. Edelman Trust Barometer
    28. 30. University Fundraising Web Sites <ul><li>Brown University </li></ul><ul><li>http://annualfund.brown.edu/ </li></ul><ul><li>http://alumni.brown.edu/ </li></ul><ul><li>  </li></ul><ul><li>California Institute of Technology </li></ul><ul><li>http://giving.caltech.edu/ </li></ul><ul><li>http://alumni.caltech.edu/ </li></ul><ul><li>  </li></ul><ul><li>George Washington University </li></ul><ul><li>http://www.gwu.edu/give </li></ul><ul><li>http://alumni.gwu.edu/ </li></ul><ul><li>  </li></ul><ul><li>Harvard University </li></ul><ul><li>http://www.alumni.harvard.edu/ </li></ul><ul><li>  </li></ul><ul><li>University of California Irvine </li></ul><ul><li>http://www.ucifuture.com/ </li></ul><ul><li>http://www.uadv.uci.edu/ </li></ul><ul><li>  </li></ul><ul><li>University of Iowa </li></ul><ul><li>http://www.uifoundation.org/ </li></ul><ul><li>http://www.iowalum.com/ </li></ul><ul><li>University of Illinois </li></ul><ul><li>http://www.uif.uillinois.edu/ </li></ul><ul><li>http://www.uiaa.org/ </li></ul><ul><li>  </li></ul><ul><li>University of Texas at Dallas </li></ul><ul><li>http://www.utdallas.edu/development/ </li></ul><ul><li>http://alumni.utdallas.edu/ </li></ul><ul><li>University of Washington </li></ul><ul><li>http://www.uwfoundation.org/ </li></ul><ul><li>http://www.washington.edu/alumni/ </li></ul><ul><li>  </li></ul>
    29. 31. <ul><li>Thank You! </li></ul><ul><li>How to get in touch: </li></ul><ul><li>Anthony D Owens, Senior Strategic Consultant </li></ul><ul><li>[email_address] </li></ul><ul><li>www.virilion.com </li></ul>

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