AFP DFW Philanthropy Conference 2013 ~ Appleton PowerPoint

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This PowerPoint presentation was given during the AFP DFW Philanthropy Conference at the Irving Convention Center, June 7, 2013. To view the bibliography for this presentation, follow this link: http://www.slideshare.net/CAppleton/afp-dfw-philanthropy-conference-2013-appleton-handout. Thank you!

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AFP DFW Philanthropy Conference 2013 ~ Appleton PowerPoint

  1. 1. Carolyn M. Appleton, CFREAFP DFW Philanthropy ConferenceIrving Convention CenterJune 7, 2013SOCIAL MEDIA:MAJOR & PLANNED GIVINGAPPLICATIONS
  2. 2. “People tend to play in theircomfort zone,so the best things are achievedin a state of surprise, actually.”~ Brian EnoBritish musicianSOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  3. 3. Personal Experience Asked to join Facebook in 2008 by a major gift donor, whose familyhad given my nonprofit projects more than $1 million (combined). I didn’t think I had time to learn it, and didn’t see its value. I reconsidered given the stature of that donor and their family. I’ve since discovered many major gift donors ~ individuals, families,foundations and agencies ~ are active on social media. I seek to educate, inform and support them all.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  4. 4. Key Facts More people of all ages are online. Social media is no longer used primarily by young people. More people 40+ are online, especially those in higher-incomebrackets; that number is growing. This is a target major gift and planned giving audience.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  5. 5. Data“Not everything that can becounted counts, and not everythingthat counts can be counted.”~ Albert EinsteinGerman physicist (1879-1955)SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  6. 6. Big Data: It’s All the Rage“The more obsessed we arewith Big Data, the more likely we areto overlook the fact thatthere are some instances wheresmaller data setsand simpler techniques are more effective.”~ Debbie BerebichezMexican physicist and educator (born ca. 1970)SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  7. 7. “Big Data is here to stay. The benefitsof Big Data are tremendous, but theyare often exaggerated bywell -intentioned amateurs andtheir service providers.”~ Milton Pedraza, CEOCEO, Luxury InstituteSOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  8. 8. Why Carolyn Doesn’t Want You to BecomeObsessed with Big DataNot all major or planned gift donor will officially “like” or“follow” your social media. Why?~ Concerns for anonymity and personal security.~ Donors are checking you out constantly, but don’t necessarily want to beseen as doing so, nor officially endorsing you.~ How do you measure “browsing”?“There’s a whole lot of people spending a lot of time browsing, not taking action.”Seth Godin, American entrepreneur and marketerSOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  9. 9. “Your website is like your home.It needs to be in order.Social media is the party yournonprofit goes to or throws.”~ Sarah DurhamFounder of Big Duck and author of,“Brandraising”(Comment posted on Twitter … and also,“Good content gets people to the partyand to stay.”)SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  10. 10. “Unpleasant Truth No.1:Engagement can’t be seen in dollars.Until Lady Gaga …Skittles had the record for most likes andcomments on a single Facebook post.Did it boost sales?“Anybody who says they can track that is in a bubble.”~ Michael Lebowitz, CEO of Big Spaceshipin Fast Company, September 2012SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  11. 11. Kivi Leroux MillerPresident, Nonprofit Marketing Guide Focus on the basics first ~ your websiteand e-mail. Don’t fret about Facebook, Twitter,LinkedIn and other online venues untilyou have your website and e-mail programwell-in-hand. Don’t fear failure ~ don’t be tooconservative. Remember, people value honesty andtransparency.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  12. 12. “Six Reasons Your Website Will Fail”~ Marketing Profs Not mobile compatible (Anti-) Social Media E-fail (Lack of) Information, Please E. T. Can’t Phone Home SEO StrugglesSOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  13. 13. Define Your Audiences:Who Do You Want to Reach? Donors and potential donors Family members Friends (gatekeepers) Professional advisors(gatekeepers) People served by your nonprofitSOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  14. 14. Define Your Audiences:Who Do You Want to Reach? What are the values and needs of eachgroup? What do they care about? Develop your website, communicationand marketing strategies to addressthose interests and traits.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  15. 15. What’s Wrong with Planned Giving Websites?~ State Farm Insurance They are too complicated. They have too many words. They use legalese that most people don’tunderstand. They don’t easily offer downloadableinformation or a way to sign-up for anewsletter.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  16. 16. What’s Wrong withPlanned Giving Websites? They don’t focus on thenonprofit’s mission. They don’t say how their moneywill be spent. They don’t share bequest language easily.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  17. 17. What’s Wrong with Planned Giving Websites? They don’t say who is leading thecharge at the nonprofit,and what his or herstrategic plan will be going forward. They don’t emphasize the historyand longevity of the organization.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  18. 18. Checklist for Planned Giving OfficersandMajor Gift Fundraising Executives~ Cynthia Wilson KrauseBaylor Health Care System Foundation, Dallas Focus on becoming more of an educatorand less of a technician. Focus on individuals who are trulymotivated by charitable intent,not just tax considerations.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  19. 19. Checklist Strengthen donor-recognitionprograms to keep current donors. Utilize market strategies thatincorporate your mission. Strengthen your focus onphilanthropy and caring aboutfuture generations.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  20. 20. Checklist Create a strategy or process for educating your board and seniorleadership about the benefits of planned giving. Determine what type of planned giving program best suits yourorganization and adjust your strategic plan accordingly.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  21. 21. What Social Media Should You Use?SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  22. 22. What Social Media Should You Use? What venues are you comfortable using? Which venues are appropriate for your nonprofit’s mission,image, and style of communicating? Are there venues you aren’t using now, that you should learn?SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  23. 23. Considerations Constantly evaluate which social media venues might be (orbecome) valuable to your organization. New platforms aredeveloped often (keep up with trends). The most popular venues may not be a good fit. Don’t jump into newsocial media platforms without thinking them through, anddetermining how they will support your overall mission andcommunications efforts.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  24. 24. What Social Media Should You Use? Use multiple venues, interweave your posts toprovide variety and strengthen your case. Curate content ~ think it through beforeposting and routinely clean-upoutdated information. Respond to donor and prospect inquiriesASAP to show you’re paying attention.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  25. 25. How Do I Use Social Media?My aim is to be helpful, interesting, competent, thoughtful, andbroad-reaching in terms of subject matter.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  26. 26. SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  27. 27. WordPressBlog =PrimaryWebsiteGoogle+& Co.Facebook&InstagramTwitterTumblrSlideShare& ViddyLinkedInSOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  28. 28. Social Media ConsiderationsMore than one Twitter account (i.e., one for general informationabout ongoing work; another for special events; another forprofessional advisors and technical geeks).More than one Facebook page (a formal presence for your nonprofitand its mission and activities, another for major gift and plannedgiving donors and their special activities).Creating videos (YouTube is still the largest search engine).SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  29. 29. You Might Also …Develop a blog with posts by the directorand program staff (vary authors;cross-link on your social media platforms).Include guest blog posts by trustedprofessional advisors.As appropriate, recognize donors online(obtain permission).SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  30. 30. You Might Also …Develop a “social media ambassador”program. Remember, people place a high levelof trust in friends’ recommendationsand online opinions (Nielsen). Put mature, experienced staff incharge ~ don’t let an intern handleyour social media.SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  31. 31. “Have you ever started a meetingwithout an agenda?Driven your car with no destination?How about gotten surgery beforediagnosing a need?”~ Brian SolisVision … mission … goal … strategy …action plan!SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  32. 32. Strategy … Why are you doing this? Who are you doing this for? What are you doing and onwhich social networks? How are you accomplishingthis? When does this happen?SOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS
  33. 33. Best wishes for your fundraising success!Carolyn M. Appleton, CFRE Blog: carolynmappleton.wordpress.com/ SlideShare:slideshare.net/CAppleton/presentations Vizify: vizify.com/carolyn-appleton LinkedIn:linkedin.com/in/carolynmappletonAll rights reserved.THANK YOU
  34. 34. @DFWPhilcon@GrantTheGood@OneStarFdn@ClarksonDavis@OmniHotels@GiveWisely@RAZ_Mobile@BidPal@Philanthropy@Insperity@IrvingTxCC@MurrayMediaNews@PromiseHouse@UTArlington@WinspireMeTHANK OUR SPONSORS ONTWITTER!Partial list:
  35. 35. Presentation and bibliography posted on SlideShare:http://www.slideshare.net/CAppletonPhotographs in this presentation were provided by: Atomic Ballroom Baylor Health Care System Foundation Fast Company Microsoft Office Online Musings of a Fanatical Soaper Milton Pedraza Seaview Weaving and Fiber Arts Guild Peter Shankman Brian SolisSOCIAL MEDIA: MAJOR ANDPLANNED GIVING APPLICATIONS

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