Social Media Fundraising: Past Present & Future #npweb

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An overview of social media fundraising. Comparison to email, best practices for small organizations, and ways to expand your audience.

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  • Hi there, thank you for joining us. We're going to mute everyone to start so that you can all hear us clearly during the first half.   We do want your questions and feedback the whole way through.  Please use the chat feature which is located... I'm Ehren Foss, CEO of HelpAttack!  I'm Vanessa Swesnik, Director of Business Development at HelpAttack! Our contact info is on this slide, and HelpAttack!'s is on the bottom of each slide.  Don't be shy! Again if you're just joining us, you're all muted for now but please ask questions in the chat window. EXPLANATION OF HELPATTACK
  • So... why are we leading this webinar? Social media fundraising is still fairly new, and few organizations have even tried it. We've been working on our platform for around two years, and along the way we've learned everything we possibly can. We've talked with the small tribe of great people who also think about this stuff a lot:  Beth Kanter, Noland Hoshino, Debra Askanase, and others. We know that for our company to succeed, we have to help others succeed too, and part of that is showing that social media fundraising can work, and it does work, as long as you approach it in the right way. So, check out our site, and our blog, after the call.  We've linked to tons of great stuff, and we've worked really hard to figure all this out.
  • We're going to talk about two general topics.   How do social media fundraising campaigns work? How do smaller causes succeed when using social media, and what does that mean for fundraising? Then, we're going to do a very fast tour of HelpAttack! I hope that will take about 30 minutes, hopefully no more than 35.   Last, and perhaps the most valuable part, we're going to just talk about this stuff for the remaining time.  You're in the driver's seat, so ask questions! (GoToMeeting instructions)
  • We're going to talk about two general topics.   How do social media fundraising campaigns work? How do smaller causes succeed when using social media, and what does that mean for fundraising? Then, we're going to do a very fast tour of HelpAttack! I hope that will take about 30 minutes, hopefully no more than 35.   Last, and perhaps the most valuable part, we're going to just talk about this stuff for the remaining time.  You're in the driver's seat, so ask questions! (GoToMeeting instructions)
  • We're going to talk about two general topics.   How do social media fundraising campaigns work? How do smaller causes succeed when using social media, and what does that mean for fundraising? Then, we're going to do a very fast tour of HelpAttack! I hope that will take about 30 minutes, hopefully no more than 35.   Last, and perhaps the most valuable part, we're going to just talk about this stuff for the remaining time.  You're in the driver's seat, so ask questions! (GoToMeeting instructions)
  • We're going to talk about two general topics.   How do social media fundraising campaigns work? How do smaller causes succeed when using social media, and what does that mean for fundraising? Then, we're going to do a very fast tour of HelpAttack! I hope that will take about 30 minutes, hopefully no more than 35.   Last, and perhaps the most valuable part, we're going to just talk about this stuff for the remaining time.  You're in the driver's seat, so ask questions! (GoToMeeting instructions)
  • You might be coming to this from a direct mail background, or an email fundraising background, or maybe you aren't a fundraiser, and you are on the communications team trying to figure out how to bridge the gap - the silos - to help your organization with fundraising online. Online fundraising campaigns are driven by email and other social networks.  Email is definitely a social network - people do forward things around, but not as seamlessly as on Facebook or Twitter.  Email is the biggest social network on the planet. (skip) One big trend right now is with friends asking friends pages, or teamraiser pages.  In this case, a set of motivated supporters will reach out to people they know, and try to reach a certain goal.  Maybe it's $1,000 to run a 10k as part of a team.  Maybe it's their birthday, and they want more meaningful gifts.
  • Slide from  http://www.slideshare.net/SM4nonprofits/sarah-durham-bigduck-social-media-for-nonprofit-ceos Sarah Durham of Big Duck  Sharing happens differently on Facebook & TWitter than on email. These are some average conversion and response rates from email campaigns.   A couple things to point out - look at how low the response rate is from fundraising emails. You need at 1,250 people on your email list to get one donation, on average.  What sharing does is extend your reach. If you have 1,000 people on your email list, and 3 of them forwarded your mail to their whole address book, you just doubled your list. Same thing for Facebook.  But, sharing and re-posting there happens much more frequently.  
  • Why is the sharing facet important?  What happens if we compare the response rates?  Free Arts NYC has around 1,200 Facebook fans and 500 Twitter followers.  Let’s assume these communities are equivalent (they aren’t!), for a total of 1,700.  291 unique visitors / 1,700 in their community = 17%!  That’s around   28 times better   than the response rate of email.  I think one big reason for the jump is that  social media content is more easily shared .  You can forward a fundraising email to your friends – but do you? The total response rate, then, is 26 pledges / 1,700 community members, or 1.5% –  19 times better  than the email overall response rate of 0.08% Why?  Probably bc people shared Gagosian gallery, for example.
  • http://www.socialbrite.org/2010/01/12/tips-on-fundraising-with-social-media/   A couple other differences between social media and email  One, that social media content can spread much more quickly, to new, and sometimes unintended, audiences.  If Komen's PR disaster from a few months ago were only spread via email, it probably wouldn't have done the same damage. Two, social media is more of a dialogue.  Most emails say "do not reply" on them.  People expect you to engage, answer questions, and converse.
  • Much of the early discussion of social media fundraising focused on the differences.  However,  As before, the more people hear or see your message, the more people will act on it.   This goes both for the number of people who hear it, and how many times, and in how many different ways, each person hears it. This industry has spent decades measuring and improving email marketing and email fundraising, and that process is just beginning on social media.  We all have to take risks, experiment, test, and improve.   Just as before, organizations will focus on building their "house file," or database of contact information, donor, and history.  Make sure you are always collecting information from Facebook, Twitter, and other online sources to complete your picture ofyour supporters. Harder to do on SM. As we all gained wisdom, we realized that the reasons people give haven't changed. People give because people they know are doing it.  People give because they feel there's an immediate need, and a way they can help with that immediat eneed. And finally, people give because they are asked.  Image from Dog Training Secret  http://www.thedogtrainingsecret.com/boxer-puppy.JPG
  • So when you set out to fundraise using social media, at first it doesn't live up to the hype.  You post a link to your donation form, and... nothing happens.   Why? First, not everybody sees each message.  If people aren't online when you Tweet, they might miss it.  Maybe Facebook decides not to show your message to everybody who liked your page.  Maybe your post went out just before a Tsunami hit, and suddenly nobody pays attention. If you send out one social message - and this is a very general guess - you might expect a third of your audience to actually see it. Of those who see it, not everybody is going to retweet it, share it, or click on it.  How many do that depends on you, and them, and the message.   A conversion rate measures how many people can do a thing, versus how many people do that thing.   Each "thing" someone needs to do to take action and support you, in sequence, filters some people out.  This is usually called your "funnel." If you ask people to log into your website and then donate, that's two steps.  If you asked them to do it from Twitter, that's three steps, since they weren't already on your website. You can measure each step, but in our experience the conversion rate is usually no better than 10% - again, this is a vague ballpark figure. So if you want one donation, and donating means clicking, logging in, and then donating, then you need to reach 1,000 people to get one donation.   Plus, your community isn't as big as the numbers suggest.  Some people just don't log back in, or filter our your messages on Facebook, or are, in fact, spam bots.   The good news in all this is that your community is also bigger than the numbers suggest.  People share what you say, and that sharing is frictionless. It's also so easy to reach new people, and for them to find you, that the larger your community is, the quicker it grows.  Think of it as compounding interest in your bank account. Image from:  http://www.moneychimp.com/features/simple_interest.gif http://www.flickr.com/photos/9968016@N02/5849739737/
  • So once you start looking at fundraising, here's how email and social media are the same. You start from nothing - FB page, email list. You work really hard on both. You have no way to prove to your board or ED that it's worth it, because the first donations are a trickle. But you maybe started growing your email list ten years ago.  Ten years ago, it was tiny.  Today, it's much larger list, more robust, and you know how to reach your community. Social media, and social media fundraising, are like that.  You have to start small, invest and grow, and later on you'll be able to enjoy the rewards. Where would you be without your email list today?  Where would you be without a FB page in 5 years?
  • The more you put in, and the longer you stick with it, the greater your returns.   If you spent $200 in Facebook Ads this month and got $1,000 in donations from it, that’s an ROI of 500%.  Not bad!  If you spent 6 hours setting up those ads, and you are paid $50 per hour by your organization, then the ROI is more like 200% ($200 + (6 X $50) = $500).  
  • We're going to zip through these and cover them in detail on the next slides
  • *this is a smaller org goal with about 2,000 followers, if you are larger, aim higher
  • Each campaign you implement takes some time to create, deploy, measure, and improve.   campaigns can support other social media initiatives, events, and fundraising campaigns   
  • http://goodorbademail.com/plain-text-email/sample-thank-you-letter-for-donation/ There are two reasons why this is good: 1.  HelpAttack! is here! (to help you swing way above your weight)
  • raise awareness and funds with a special event from their blog:  Here’s how: Starting today and all month long, we’ll be sharing some of the reasons we’re grateful for the oceans over on  our Twitter page  using the  hashtag #oceangiving . Follow us, add your own reasons to the list, and see what other ocean lovers have to say. But wait, there’s more -- You can take it one step further and sign up with  HelpAttack!  to donate a little bit every time someone tweets with #oceangiving – no Twitter account needed. You can share your pledge to inspire your friends to join you in supporting the oceans. Ten or 20 cents may not seem like a lot, but every bit adds up and will help us keep working to protect everything you love about the oceans.
  • Not even just the Stings of the world.  Mommy bloggers, local politicians, athletes
  • picture: http://www.123rf.com/photo_8103494_3d-illustration-of-first-place-blue-ribbon-award-isolated-over-white-background.html
  • Before you start a campaign, reach out to partners, other nonprofits, volunteers, media, and other folks who participate in your community.  Give them a call (works better than email), introduce yourself, describe what you’re up to, and ask if they can retweet, repost, blog, or send an email when your campaign launches – and be ready to do the same for them.  Make it easy for them by supplying the message in different formats, your logo, or whatever is relevant to your campaign.   Picture:  http://kenyaworkspace.blogspot.com/2011/01/artist-audience.html Go on Twitter and search for keywords in your "industry".  Who write about them a lot?   Use hashtags in the same way. Make friends, follow them, introduce yourself For novices, I can walk you through.
  • Google grants:In-kind advertising for non-profit organizations Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations. We support organizations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts. (from Google Grants site) http://hope140.org/case-room-to-read   Tell story of National Parks Conservation Association at SM4NP
  • Google grants:In-kind advertising for non-profit organizations Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations. We support organizations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts. (from Google Grants site) http://hope140.org/case-room-to-read   Tell story of National Parks Conservation Association at SM4NP
  • Google grants:In-kind advertising for non-profit organizations Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations. We support organizations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts. (from Google Grants site) http://hope140.org/case-room-to-read   Tell story of National Parks Conservation Association at SM4NP
  • Google grants:In-kind advertising for non-profit organizations Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations. We support organizations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts. (from Google Grants site) http://hope140.org/case-room-to-read   Tell story of National Parks Conservation Association at SM4NP
  • Do you see other best practices being utilized by the Natl Parks and Conservation Asso?  Engaging audience with live chat. Celebrating the 77k mark Sharing beautiful photos from supporters Peoples' faces, speakers, not numbers Commemorated a holiday, Rushmore pics for Presidents Day TAKE ACTION tab- send letters to congress News articles on the Natl Parks Way engaging for people who care about parks.
  • a warm, genuine. personalized, timely thank you picture: http://goodorbademail.com/plain-text-email/sample-thank-you-letter-for-donation/
  • include the link and just play 15 seconds http://www.youtube.com/watch?v=vBrc4c_1jio&feature=player_embedded
  • photo credit:  http://bindapple.com/mighty-mouse-lawsuit/
  • photo credit:  http://bindapple.com/mighty-mouse-lawsuit/
  • photo credit:  http://bindapple.com/mighty-mouse-lawsuit/
  • Picture:   http://izismile.com/2010/05/26/one_of_the_tallest_basketball_players_21_pics.html
  • Picture:   http://izismile.com/2010/05/26/one_of_the_tallest_basketball_players_21_pics.html
  • Social Media Fundraising: Past Present & Future #npweb

    1. 1. Welcome! Social Media Fundraising: Past, Present, and Future Ehren Foss @ehrenfoss ehren@helpattack.comhttp://info.helpattack.com | @helpattack | support@helpattack.com
    2. 2. Who the heck is HelpAttack? HelpAttack! is social media fundraising: • Turns Facebook updates, Tweets, #hashtags, blog posts...into microdonations. • Facebook & Twitter Apps for nonprofits • Consulting toohttp://info.helpattack.com | @helpattack | support@helpattack.com
    3. 3. Past, present, future • From email to blogs to social networks • Convert offline & email fundraising expertise • Social CRM, social media is a channelhttp://info.helpattack.com | @helpattack | support@helpattack.com
    4. 4. Best practices: • How is social media fundraising different from online fundraising or email?  How is it the same? • Case studies and best practices:   What goals are realistic, and what effort is needed? • How can smaller organizations find success?http://info.helpattack.com | @helpattack | support@helpattack.com
    5. 5. Past• Ashton Kutcher? Brands? o "Action triggered" cause marketing o Companies taking risks & innovating• Email = biggest social network o Focus on email acquisition• Coordinate multiple channels• One-offs o Twestival o 12kfor12k o Tweetsgiving• Some Infrastructure o Facebook Causes o Rt2Give http://bit.ly/IFdLI5 - history http://bit.ly/HZTh0V - 10 lessons
    6. 6. Present • Interest but not demand • Shiny new thing syndrome? o Becoming process & results driven o "Donor database" ==> "Supporter database" • Small slice of $20B given online o Most people not yet habituated to $ on SM • More infrastructure o HelpAttack!, SmallAct, Causes.com, donation tabs... o Mobile & native app developershttp://info.helpattack.com | @helpattack | support@helpattack.com
    7. 7. Future • Social media fundraising becomes a channel • NFC (near field communication) • Portable payment information • We will assume... o Donation an option through major SM networks o Coordinated supporter experience o Coordinated fundraising, awareness, advocacy campaignshttp://info.helpattack.com | @helpattack | support@helpattack.com
    8. 8. Social Media vs. Email • How people share - you can forward a fundraising email, but do you? • Friends asking friends - peer to peer fundraising • Platforms driven by both: o Causes, Crowdrise, CauseVox, FirstGiving, Greater Giving, HelpAttack!, etc NOTE: its up to you, not the tool, to grow a relationship with those donors outside of the particular tool they are using.http://info.helpattack.com | @helpattack | support@helpattack.com
    9. 9. Social Media vs. Email Why is sharing important? Response and conversion rates. Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDHhttp://info.helpattack.com | @helpattack | support@helpattack.com
    10. 10. Social Media vs. Email Sharing may boost response rates. Take a FreeArtsNYC HelpAttack! campaign for example: Unique 291/1,700 28x better Visitors or than email 17% FreeArtsNYC had around 1,200 Facebook fans and around 500 Twitter followers for a total of around 1,700 in their social media audience. Pledges 26/1,700 19x better or than email 1.5% (vs .08%)http://info.helpattack.com | @helpattack | support@helpattack.com
    11. 11. Social Media vs. Email Other differences: • Instant: Kony 2012, Rush Limbaugh, Chris Brown... • Dialogue: Komen and Planned Parenthood • Its...social: see and interact with actual people "Social media is a space where the individual reigns, relationships are required, and conversations are public."http://info.helpattack.com | @helpattack | support@helpattack.com
    12. 12. How are they similar? • Audience is crucial o How big? o Who are they, and what do they care about? • Experiment, test, and improve • Move donors up engagement ladder • "house file" is crucial People give to • People give because: faces and o People they know give heartbeats, not o Theres an immediate need statistics! o They are askedhttp://info.helpattack.com | @helpattack | support@helpattack.com
    13. 13. How are they similar? • Not everybody sees each message. • Not everybody responds. o Conversion rate • Each step in a process reduces response. o Conversion funnel o 10% x 10% x 10% = 0.1%! (need 1,000 people to start) • Part of every community is dead weight. o Abandoned accounts, bots, spam folders..http://info.helpattack.com | @helpattack | support@helpattack.com
    14. 14. How are they similar? • Grown the same o Starts with zero people o Takes time and effort • Cost resources at first o More than donations produced • Worth it! Where would you be without your email list today?http://info.helpattack.com | @helpattack | support@helpattack.com
    15. 15. How are they similar? Return on Investment (ROI) Like email, the ROI of social media should be measured as a long term investment with compounding growth, rather than a short term balance sheet.http://info.helpattack.com | @helpattack | support@helpattack.com
    16. 16. What are best practices for social media campaigns? • Set realistic goals • Grow your presence • Reward participation • Leverage a special event, celebrity ambassadors, corporate sponsors • Thank donors!http://info.helpattack.com | @helpattack | support@helpattack.com
    17. 17. What are realistic goals? • Get 10 new donors • Learn who they are • Thank them personally • Stay in touch with them Ten donors giving $25 per month all year is an extra $3,000. Not bad!http://info.helpattack.com | @helpattack | support@helpattack.com
    18. 18. What time and effort are needed? About* 6 hours of work over 6 weeks. • 1 hour to brainstorm the right kind of campaign for your cause, and the supporters you want to reach • 1 hour to invite other stakeholders • 1 hour to tell partners or super-supporters and ask them to help spread the word • 30 minutes to write a blog post • 30 minutes to include in an email to your list • 2 hours of social media monitoring • 1 hour to download reports and upload into your supporter database *can vary depending on you and your organizationhttp://info.helpattack.com | @helpattack | support@helpattack.com
    19. 19. What should I expect? 2,500 followers ≈ 5-10 donors How do you figure? If you have around 2,500 followers, you’ll probably get 25 hits to the linked URL, and a few will complete the action. Repeat the ask in different ways to get to 5-10 donors.http://info.helpattack.com | @helpattack | support@helpattack.com
    20. 20. Leverage a Special Event • Earth Day, Valentines Day, event • …or create one! #oceangivinghttp://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgivinghttp://info.helpattack.com | @helpattack | support@helpattack.com
    21. 21. Partners, Advocates, Celebrities • Celebrity ambassadors • Corporate sponsors (JetBlue/FreeArts)http://info.helpattack.com | @helpattack | support@helpattack.com
    22. 22. Reward Participation • Reward participation • “Like” for a chance to win… • Submit a picture for a chance to win… • Nonmonetary gifts (feature your picture, story, idea, etc)http://info.helpattack.com | @helpattack | support@helpattack.com
    23. 23. Grow Your Presence • Borrow an audience • Reach out to 10 people with 500 followers • Volunteers, other nonprofits, media, activistshttp://info.helpattack.com | @helpattack | support@helpattack.com
    24. 24. Grow Your Presence • Ads on Facebook, Twitter, Linkedin • Advertise on Google, Bing • Special programs (Google Grants, YouTube nonprofit program, Hope140) for nonprofitshttp://info.helpattack.com | @helpattack | support@helpattack.com
    25. 25. Case Study with Facebook Ads Beth Kanter and AXIS Dance Company http://www.bethkanter.org/facebook-ads/, check it out!http://info.helpattack.com | @helpattack | support@helpattack.com
    26. 26. Case Study with Facebook Ads Who: AXIS Dance Company and Beth Kanter Goal: get local likes Method: 2 kinds, one general and one specific Cost: $5/day for the general, $8/day for the specific and decided to go for pay/click because we wanted to them to click through to our AXIS Facebook page and ‘Like’ us on Facebook http://www.bethkanter.org/facebook-ads/http://info.helpattack.com | @helpattack | support@helpattack.com
    27. 27. Case Study with Facebook Ads Axis Dance Company Results: • First 24 hours / $13 total budget • 67 Page Views • 28 Unique Page Views • 17 new likes (10 directly from the ad) • $13 for 10 likeshttp://info.helpattack.com | @helpattack | support@helpattack.com
    28. 28. Real World Example- NPCAhttp://www.facebook.com/NationalParkshttp://info.helpattack.com | @helpattack | support@helpattack.com
    29. 29. Whats a free and easy way to keep supporters happy? Thank supporters/donors right away on social media. Its free and powerful.http://info.helpattack.com | @helpattack | support@helpattack.com
    30. 30. Best Practices for Thanking Donors • Provide inspiring stories about what donors are accomplishing with their giving o "Susan just donated enough for 20 thanksgiving meals! Thank you!" • Be personal • Be specific: "Thanks for volunteering today Brian!" more: http://www.futurefundraisingnow.com/future-fundraising/2012/02/how-skimping-on-your- donors-can-make-you-lose-your-shirt.html http://www.bethkanter.org/say-thanks/http://info.helpattack.com | @helpattack | support@helpattack.com
    31. 31. Real World "Thank Yous"http://info.helpattack.com | @helpattack | support@helpattack.com
    32. 32. Real World "Thank Yous" http://www.youtube.com/watch? v=vBrc4c_1jio&feature=player_embeddedhttp://info.helpattack.com | @helpattack | support@helpattack.com
    33. 33. Flickr, Tumblr, Pinterest Make it visual! Find your "inner Picasso" from Noland Hoshino guest post on John Haydons blog, check it out! http://www.johnhaydon.com/2012/02/not-pin-on-pinterest/ http://pinterest.com/nolandhoshino/http://info.helpattack.com | @helpattack | support@helpattack.com
    34. 34. Flickr, Tumblr, Pinterest What NOT to post • Company logos • Long paragraphs • Non-visual stuff • Small images • Enormously long infographics. Instead, cut out sections that’s interesting • Anything that violates Pinterest’s terms of agreement" from Noland Hoshino guest post on John Haydons blog, check it out! http://www.johnhaydon.com/2012/02/not-pin-on-pinterest/ http://pinterest.com/nolandhoshino/http://info.helpattack.com | @helpattack | support@helpattack.com
    35. 35. Small to Medium Sized F Nonprofits • Find your ideal supporters • Friend them or Follow them • They will likely follow back if you engage them with questions or content • Personalize the account with a picture, a voice and even a brief bio of the person posting • Use tools like HootSuite, TweetDeckhttp://info.helpattack.com | @helpattack | support@helpattack.com
    36. 36. Smallness as an Advantage • You can really know your supporters • Grow the right audience • Easier to ask them for things Try this: Choose a random hundred and look at their profiles. How did they find you? Who are they? Why are they following you? What value can you provide?http://info.helpattack.com | @helpattack | support@helpattack.com
    37. 37. Takeaways • Far more similar than different from other fundraising • Sharing is critical o Make it visual o Make it specific • Focus on your foundation o General online donations o Supporter database o Create culture of listening & openness • Then pick appropriate tools & campaignshttp://info.helpattack.com | @helpattack | support@helpattack.com
    38. 38. Thanks for joining us!Blog & resources: http://info.helpattack.comSign up: http://helpattack.com/addcause/search@helpattackhttp://facebook.com/helpattack(512) 673-7254Questions?

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