S:\Drakeco\Presentations\10 Great Ideas\Dialing For Dollars


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Social media represents a new platform for strategically driven online fund-raising. This workshop (presented at the 2010 ASAE Great Ideas Conference) focuses on three case studies and provides 25 tips and techniques used for social media based fund-raising.

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  • Good morning ladies and gentlemen and welcome to Always Serving. Always Exceptional. My name is Diana Oreck, Vice President, Global Learning & Leadership Center for the Ritz-Carlton Hotel Company. I was asked to assist in helping you design a service excellence initiative. It has been my great pleasure to assist in this project but Always Serving. Always Exceptional was actually designed and written by a Design Cadre by staff members from various departments whom I would like to recognize now. If members of the Design Cadre could please stand as I call your name I would appreciate it. I would ask that you hold your applause until all the names have been called. Read names. All staff members will attend Always Serving. Always Exceptional. And then all new staff members will attend as well. You all have a participant’s workbook. Please use it today to write notes and keep it as useful resource. We are very anxious that the information in Always Serving. Always Exceptional be sustainable. Therefore, we will ask you to complete a personal action plan about how you are going to use some of the material. The action plan should be completed and handed in to your immediate supervisor so you can periodically discuss your progress. Please refer to the action plan at the back of the workbook to familiarize yourself with it. We will give you time at the end of each module to complete it. Here are the norms for working together today: We will provide a morning and afternoon break and lunch. Please participate I will ask for volunteers There is group work. Please choose a snappy name for your group and write it on your flipchart We do have prizes Please ask any and all questions. There are no silly ones Have fun Now let’s review the agenda
  • S:\Drakeco\Presentations\10 Great Ideas\Dialing For Dollars

    1. 1. Connecting Great Ideas and Great People www.asaecenter.org Steve Drake President Drake & Company Moving from Dialing for Dollars to Tweetups & Twestivals:  How Social Media can Engage New Donors Tuesday, March 9, 2010 12:30 - 1:45 p.m .
    2. 2. How Social Media can Engage New Donors <ul><li>Social media represents a new platform for </li></ul><ul><li>strategically driven online fund-raising </li></ul><ul><li>Focus on case studies of three </li></ul><ul><li>organizations that combined (Twitter) </li></ul><ul><li>strategies with off-line events to raise funds </li></ul><ul><li>I am a facilitator NOT an expert! </li></ul><ul><ul><li>Organized one; participated in another; studied a third </li></ul></ul>
    3. 3. Today’s Agenda <ul><li>Outline case studies </li></ul><ul><li>Review lessons learned </li></ul><ul><li>Summarize 25 tips </li></ul><ul><li>Crowdsourcing to create Top 10 tips </li></ul><ul><li>Mobile & other funding platforms (if time) </li></ul>
    4. 4. Twestival TM <ul><li>Branded global Twitter-generated festivals </li></ul><ul><li>2009 – 202 cities … raised $250,000 for clean water through Charity: Water </li></ul><ul><li>2009 – 130 cities raised $450,000 for 135 charities via Twestival TM Local </li></ul><ul><li>2010 – 3/25 global events with funds going to Concern Worldwide’s education projects </li></ul>
    5. 5. Tweetsgiving <ul><li>Created by Epic Change </li></ul><ul><li>Supports Momma Lucy’s school in Africa </li></ul><ul><li>Focus on Twitter gratitude and funding </li></ul><ul><li>Started with gratitude sharing </li></ul><ul><li>Expanded with off-line events </li></ul><ul><li>Raised about $50,000 in two years </li></ul>
    6. 6. <ul><li>Christmas SPIRIT Foundation </li></ul><ul><li>Veterans Day 2009 </li></ul><ul><li>Honor Vets & support Trees for Troops </li></ul><ul><li>Twitter and off-line events </li></ul><ul><li>Raised $2,500 in experimental phase </li></ul>
    7. 7. Lessons Learned <ul><li>Start early </li></ul><ul><li>Tell the story in words, videos, photos </li></ul><ul><li>Be transparent </li></ul><ul><li>Hosts need to be recruited </li></ul><ul><li>Monitor/protect your brand </li></ul>
    8. 8. Transparency Use a leader board to show funds &/or votes
    9. 9. Tweetsgiving
    10. 10. Local TweetUp
    11. 11. What You Would Do Differently <ul><li>Start earlier </li></ul><ul><li>Don’t focus totally on fund-raising </li></ul><ul><li>Easy and heartfelt works best </li></ul><ul><li>Align volunteers with values </li></ul><ul><li>Coordinating “off-line” events takes time </li></ul><ul><li>Use existing Twitter handle </li></ul><ul><li>Set yourself apart: lots of competition </li></ul>
    12. 12. Tips, Tactics, Techniques <ul><li>Started with comments/suggestions from the three organizations </li></ul><ul><li>Crowdsourced (#s correspond to survey) </li></ul><ul><li>25 ideas divided into three categories: </li></ul><ul><ul><li>Planning the Campaign </li></ul></ul><ul><ul><li>Growing the Campaign </li></ul></ul><ul><ul><li>Using Twitter in your Campaign </li></ul></ul>
    13. 13. Tips: Planning the Campaign <ul><li>A-1 Start early </li></ul><ul><li>A-2 Keep it simple </li></ul><ul><li>A-3 Make it easy </li></ul><ul><li>A-4 Avoid curse of knowledge </li></ul><ul><li>A-5 Select right platform </li></ul>
    14. 14. Tips: Growing the Campaign <ul><li>B-1 Engage existing network </li></ul><ul><li>B-2 Build strong database </li></ul><ul><li>B-3 Pursue beyond online </li></ul><ul><li>B-4 Illustrate where $ go </li></ul><ul><li>B-5 Be transparent </li></ul>
    15. 15. Tips: Growing the Campaign <ul><li>B-6 Make Web strong/easy to navigate </li></ul><ul><li>B-7 Use multiple media to tell story </li></ul><ul><li>B-8 Seek volunteers aligned with cause </li></ul><ul><li>B-9 Manage volunteers </li></ul><ul><li>B-10 Provide link to donate </li></ul><ul><li>B-11 Network, network, network </li></ul>
    16. 16. Tips: Using Twitter for Your Campaign <ul><li>C-1 Do NOT ask for $ first </li></ul><ul><li>C-2 Team with others </li></ul><ul><li>C-3 Communicate personally </li></ul><ul><li>C-4 Search for shared interest </li></ul><ul><li>C-5 Ask core to retweet </li></ul>
    17. 17. Tips: Using Twitter for Your Campaign <ul><li>C-6 Select hashtag (#) </li></ul><ul><li>C-7 Consider Twibbon </li></ul><ul><li>C-8 Remember to thank </li></ul><ul><li>C-9 Tweet status regularly </li></ul>
    18. 18. Exercise <ul><li>Are there other tips that should be included in these 25? </li></ul><ul><li>In small groups, select the top 10 ideas that encourage success. </li></ul>
    19. 19. <ul><li>Can you find your donate button in 1-2 seconds? </li></ul><ul><li>Is your donation button above the fold, big and colorful? </li></ul><ul><li>Is it clear where the money goes? To directly which activities or people? </li></ul><ul><li>Do you have links to events and other opportunities for engagement? </li></ul>Network for Good ® Checklist – Web site
    20. 20. <ul><li>One clear call to action on your donate form (Donate! Or, become a member!) </li></ul><ul><li>Copy is in a font size that is easy for people over 50 to read </li></ul><ul><li>One-page donation forms </li></ul><ul><li>Automatic e-mail tax receipts once the gift is made </li></ul>Network for Good ® Checklist – Forms
    21. 21. <ul><li>Can people sign up on any page on your Web site? </li></ul><ul><li>Is “Forward to a Friend” in every e-mail message? </li></ul><ul><li>Does your organization’s social networking presence encourage “friends” and “followers” to visit your home page and/or sign-up form? </li></ul>Network for Good ® Checklist – Lists
    22. 22. <ul><li>Does your subject line entice readers to open? </li></ul><ul><li>Are you e-mailing at right time, right days? </li></ul><ul><li>Does the message come through, even if the images don’t? </li></ul><ul><li>Does this e-mail have a personal touch? </li></ul><ul><li>Are you being CAN-SPAM compliant? </li></ul>Network for Good ® Checklist – E-Mail
    23. 23. <ul><li>Do you send receipts and a personalized thank you immediately upon receiving a donation? </li></ul><ul><li>Do you thank donors again later in the year? </li></ul><ul><li>Do you give the donors the credit for the impact and share how funds were used? </li></ul>Network for Good ® Checklist – Thanking
    24. 24. Conclusion <ul><li>Questions? </li></ul><ul><li>Comments regarding mobile giving. </li></ul><ul><li>Thanks for participating! </li></ul>
    25. 25. Contact Information Steve Drake, MA President Drake & Company [email_address] Twitter: @causeaholic and @stevedrake 636/449-5050