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Social Networking 4 Fundraisers
 

Social Networking 4 Fundraisers

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    Social Networking 4 Fundraisers Social Networking 4 Fundraisers Presentation Transcript

    • Jan. 20, 2011 Wilma Ariza, Managing Partner Social Networking for Fundraisers 101 Millennium Consulting Services of America Wilma Ariza, Managing Partner
    • Social Networking for Fundraisers 101In this session, using real-world case studies well look at why social networking is valuable for nonprofits, and how it can be used for fundraising:  Why Social Networking?  Examples and Case Studies  Return on Investment  Stats to Evaluate Social Media puts the “public” into PR and the “market” into marketing. Chris Brogan, President of New Marketing Labs,
    • 50 Million Users? How long did it take for these mediums to reach 50 M users  Radio: 38 years  TV: 13 years  Internet: 4 years  Facebook added 1 M users in 9 months Source: http://www.socialnomics.com
    • AMAZING STATS
    • Popularity of Commercial Social Networks 74.0% 80.0% 70.0%Percent of 60.0% 46.5% 43.2%Nonprofits 50.0% 32.9% 40.0% 26.1% 30.0% 20.0% 10.0% 0.0% Facebook YouTube Twitter LinkedIn MySpace Commerical Sites
    • Average Community Size of Nonprofits on Commercial Social Networks 5391 6000 5000 4000Community Size 3000 1905 2000 291 286 268 243 1000 0 Facebook MySpace LinkedIn Twitter YouTube Change.org Commercial Sites
    • Fundraising Revenue on Commercial Social Networks (last 12 months) 29.1% 30.0%Percent of 25.0%Nonprofits 20.0% 15.0% 9.2% 6.6% 5.5% 10.0% 4.4% 1.0% 5.0% 0.0% Commercial Sites
    • Size of Communities on Nonprofits House Social Networks 74.4% 80.0%Percent of 60.0%Nonprofits 40.0% 12.2% 13.5% 20.0% 0.0% 2,500 or less 2,501 - 10,000 10,001 or more Registered users
    • Fundraising on Nonprofits House Social Networks 74.7% 80.0%Precent of 60.0%Nonprofits 40.0% 16.4% 8.8% 20.0% 0.0% $0 - $10K $10,001 + Amount Raised
    • Online Ecosystem (Integrated Fundraising) External Networks Campaign Facebook Org Facebook Corp Page Partners Coalition Twitter Partners Org Twitter Account Organization Website Blogosphere Org Blog Internal Networks
    • THE INTEGRATEDFUNDRAISING APPROACH
    • Online Ecosystem: LIVESTRONG (Integrated Fundraising) FacebookTwitter YouTube WebsiteFlickr Blog Events
    • Online Ecosystem: LIVESTRONG (Integrated Fundraising)Property Audience ObjectiveWeb Site New & Returning Information Portal; FundraisingEmail List Donors, supporters, Fundraising, Advocacy participants, volunteersBlog Media, community, Humanize; Personalize; Influence; prospects Stories; AcquisitionFacebook Supporters Communication, Community; AcquisitionEvents Fundraisers/Advocates Fundraising; AwarenessTwitter Professional Influencers Real-time news; AcquisitionYouTube All Video Hosting; Acquisition
    • 140 Smiles Campaign Nonprofit: Operation Smile Campaign: 140Smiles Fundraising Goal: $33,000 Actual: $23,250 In-Process Time Period: May 31 – Sep 15 2009
    • 140 Smiles Campaign
    • 140 Smiles Campaign
    • 140 Smiles Campaign
    • 140 Characters for 140 Smiles 140 Campaign
    • 140 Smiles Donation Interface with Twitter
    • 140 Smiles Donation Interface with Twitter
    • Case Studies OnSocial Network Influence 1. EpicChange 2. 12for12k 3. Twestival
    • Epic Change Campaign: Tweetsgiving Fundraising Goal: $10,000 Actual: $11,131 372 contributors $29.92 avg gift Time Period: Nov 25 – 27 2008
    • 12for12k Campaign: Tweet-a-Thon Fundraising Goal: $12,000 Actual: $15,549.69 Time Period: Dec 1 – 31 2008 Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/
    • Charity : Water Campaign: Twestival 1,000 volunteers 202 cities joined 10k + attended Actual: $250k
    • #BeatCancer 24 hours Creativity + Collaboration = Success Twitter, Facebook and Blogging using #BeatCancer 1 penny per message donated 209,771 mentions in 1 day 100 M overall impressions of the #BeatCancer Set world record for online impressions Raised over $70,000 Sponsored by Ebay/Paypal and MillerCoors Brewing All money will be donated to non-profit cancer organizations
    • House Network, Facebook & CausesAnnual Fund Giving – Two Case Studies
    • Annual Fund Individual Giving28
    • Annual Fund - Causes on Facebook29
    • Gift Fundraising Dont just send friends any gift, send a gift that makes a real difference. 50% of all proceeds go to animal charities you choose. Adopting pets from Pets Cybershelter helps REAL animals! Send friends a Facebook family member or adopt pets for your page30
    • Extending Peer to PeerFundraising
    • Peer to Peer Event Fundraising  1 M+ walkers  450+ events
    • Peer to Peer Event Fundraising (Events Site)  Event Site  Registrant Page  Registrant Giving Form  Registrant Email Tools  Team Tools  Promotional Tools Donor Recognition Gift Thermometer Offline Giving Options Phone Support
    • Peer to Peer Event Fundraising Success is Now Spelled S O C I A L
    • Peer to Peer Event Fundraising: Results 370+ events have activated Website Active Users* Twitter or Facebook FaceBook 1607 Twitter 951 Total 2558 Although Facebook Number of Total $ Average Gift has only been out Website Gifts Raised Amount for ½ as long as Twitter, it has long Facebook 511 $22,662.48 $44.35 surpassed Twitter Twitter 180 $7,710.00 $42.83 in Active Users. Total 691 $30,372.48 $43.95 Participants have raised nearly 3x more with*Participants that have sent at least one message Facebook
    • Peer to Peer Event Fundraising: Results $ Generated Potential Total Click Click Thru Conversion per Website Impression* Thru Rate Gifts Rate Total Raised impression 0.04117921FaceBook 192840 7941 6 511 0.0026499 $22,662.48 $0.12 0.19735616 Twitter 66570 13138 6 180 0.0027039 $7,710.00 $0.12 259410 21079 691 $30,372.48 Facebook But Twitter has Conversion Rates and $ Generates more drastically higher Generated per impression impressions Click Thru Rate are remarkably similar*Average of 120 Friends for Facebook & 70 Followers forTwitter
    • **Facebook Event Fundraising37
    • Facebook Event Fundraising (Widget)http://www.facebook.com/StartWalkingNow  Displayed on personal profile  Org/Event branded  Fundraising focused  Personalized giving results  Personalized donation link  Progress meter  Wall and news feed updates
    • Facebook Event FriendRaising
    • Facebook Event Engagement Continues
    • ROI for Social Networking Sites, Groups and Communities Soft ROI  Hard ROI  Awareness & branding  Individual annual or  Education membership fundraising  Higher level of  Event fundraising engagement (peer-to-peer)  Higher affinity for  Major Donors organization  Advertising  Community Building  Underwriting  Email List Acquisition  Sponsorship  Advocacy  Cause Marketing  Volunteer recruitment  Grants