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

1. Social Media Fundraising Essential elements…and a case study Presentation to the Israel Venture Network March 8, 2010

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. You have an important cause! You give people access to health care You save the earth’s resources You defend civil rights

4. But you need more resources

5. People who care http://www.flickr.com/photos/66044164@N00/499492688/

6. Donors and funders http://www.flickr.com/photos/66044164@N00/499492688/

7. People who will act http://www.flickr.com/photos/66044164@N00/499492688/

8. Can’t social media help? http://www.flickr.com/photos/asleeponasunbeam/2095448969/in/set-72157600704895572/

9. Not without a plan http://www.flickr.com/photos/asleeponasunbeam/1463353019/in/set-72157600704895572/

10. Social Media Influences Actions Action Taken As a Result of Social Media (nonprofit)

11. When raising money online http://www.flickr.com/photos/virginiazuluaga/3718045862/in/set-72157602755127645/

13. Tactics Overall Campaign Strategy FundraisingPlatform Website SM channels Influencers Donations Viral participation

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. Be sure to include ROI Leading to tangible Tangible : converts to time and/or (Money, customers, clients, volunteers, activities, etc)

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. Every platform is unique! Find the influencers on each platform http://www.flickr.com/photos/lizettegreco/382985523/in/set-72157594485524662/

18. http://www.flickr.com/photos/virginiazuluaga/2734925505/in/set-72157602755127645/ … but who will execute it? Ask the influencers to help you

19. GOALS

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. How do you raise funds online? Donation buttons and platforms are the END RESULT You have to do more than this

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. Influencer mapping informs strategy

24. http://blog.hubspot.com/blog/tabid/6307/bid/5330/Lead-Nurturing-Lessons-from-the-eNonprofit-Benchmarks-Study.aspx Identify key action takers and influencers online

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

27. Case study: Tweetsgiving 2009 Screen shot courtesy of @amyrsward

28. Strategy Screen shot courtesy of @amyrsward

29. Storytelling and transparency Screen shot courtesy of @amyrsward

30. Go where your supporters are Screen shot courtesy of @amyrsward

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)

32. Created by: Debra Askanase, Social Strategy Director [email_address] www.communityorganizer20.com Twitter: @askdebra Buzz: daskanase