Best practices in online social media fundraising


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This presentation outlines essential elements of a social media fundraising campaign and basic principles in play, and uses the Tweetsgiving 2009 fundraising case study.

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  • Among engaged Americans (defined as those who have volunteered, donated or advocated in the past year). Survey by Harris Interactive (Harris Poll), March 2009
  • Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends 49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)
  • movement-building means beyond a single organization   strategy includes power analysis, selecting appropriate targets, evaluation of actions   accountability and go where the people are both include listening
  • there were a small number of activisits, called "super activists", that account for a large number of actions taken. Action : Identify your biggest promoters and cater your communications accordingly. For example, give them the tools to more easily and effectively promote your organization and your content.
  • On-site donations Regular contact Engaged stakeholders A good mailing list Well-designed campaign
  • Best practices in online social media fundraising

    1. 1. Social Media Fundraising Essential elements…and a case study Presentation to the Israel Venture Network March 8, 2010
    2. 2. About the presenter Experience: Former executive director, business consultant, fundraiser & more Bring strategy into social media: Social Strategy Director BA, Emory University MBA, Bar Ilan University
    3. 3. You have an important cause! You give people access to health care You save the earth’s resources You defend civil rights
    4. 4. But you need more resources
    5. 5. People who care
    6. 6. Donors and funders
    7. 7. People who will act
    8. 8. Can’t social media help?
    9. 9. Not without a plan
    10. 10. Social Media Influences Actions Action Taken As a Result of Social Media (nonprofit)
    11. 11. When raising money online
    12. 12. Create a strategy <ul><li>Understand your goals </li></ul><ul><li>Know where your audience is online </li></ul><ul><li>Have a specific project in mind </li></ul><ul><li>Short time frame is ideal </li></ul><ul><li>ID influencers and get them on board </li></ul><ul><li>Define strategy and ROI </li></ul><ul><ul><li>mind mapping, flow charts </li></ul></ul><ul><li>Choose a good online fundraising platform that has a viral spiral </li></ul><ul><li>Prioritize activities along a timeline </li></ul><ul><li>Don’t forget to than people! </li></ul>
    13. 13. Tactics Overall Campaign Strategy FundraisingPlatform Website SM channels Influencers Donations Viral participation
    14. 14. These are your tools Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Feeds Source: Universal McCann Companies Study on Social Media Trends (March 2008)
    15. 15. Be sure to include ROI Leading to tangible Tangible : converts to time and/or (Money, customers, clients, volunteers, activities, etc)
    16. 16. Website Mailing list Social media followers Donors Stakeholders Staff/Volunteer time Brand sentiment Budget This is your reality check Top three factors for social fundraising success
    17. 17. Every platform is unique! Find the influencers on each platform
    18. 18. … but who will execute it? Ask the influencers to help you
    19. 19. GOALS
    20. 20. To plan a campaign, these are your principles movement-building      strategy (power analysis) community accountability        go where the people are      leadership development Ideas generated with Amy Sample Ward and Ivan Boothe
    21. 21. How do you raise funds online? Donation buttons and platforms are the END RESULT You have to do more than this
    22. 22. Leverage your assets go where your people are, mailing list of at least 2K, online community, online influencers, brand evangelists, and stakeholders Pre-seeding and influencers ID influencers and activists, plan the viral spiral, (need a mechanism to track influence), make them feel special, recognize lead fundraisers Essential framework raise funds for a project, short time frame, have a great online viral platform, define billing system, realistic fundraising goals, ease of use, 6 months to plan
    23. 23. Influencer mapping informs strategy
    24. 24. Identify key action takers and influencers online
    25. 26. Case study: Tweetsgiving 2009 Pre-seeding: ID and recruited “Wild Turkeys,” group encouragement, public leader board, tracked influence Essential framework: Good story, private community, 3-day event, easily shared, donation amount appropriate, captured emails Leveraged assets: Used mailing list, participate in 5 channels, live tweeting from Tanzania, mechanism to recruit others
    26. 27. Case study: Tweetsgiving 2009 Screen shot courtesy of @amyrsward
    27. 28. Strategy Screen shot courtesy of @amyrsward
    28. 29. Storytelling and transparency Screen shot courtesy of @amyrsward
    29. 30. Go where your supporters are Screen shot courtesy of @amyrsward
    30. 31. Giving Feels Great! (Twitter NPTechies and NPO consultants to follow) @amyrsward @JohnCarnell @JohnHaydon @HeidiKMassey @Sue_Anne @kanter @AlisonRapping @TACS_NPower @mickeygomez @ntenhross @causeaholic @HildyGottlieb @franswaa @rjleaman @engagejoe @Nedra @JeffHurt @PamelaGrow @LeahJones @staceymonk (tweetsgiving)
    31. 32. Created by: Debra Askanase, Social Strategy Director [email_address] Twitter: @askdebra Buzz: daskanase