Social Media Fundraising:What, Why, and HowEhren Foss@ehrenfossehren@helpattack.com
Who are we?http://info.helpattack.com | @helpattack | support@helpattack.com
On Twitter? #CincyNonProfitI am giving $0.25 to the NTEN each time you use thishashtag, so use it!http://tweetchat.com/roo...
You can fundraise on socialmedia • Without a million followers • Without a post from Justin Bieber • Without adding anothe...
Getting there      • Social media vs. email fundraising      • Goals and groundwork      • Tactics & strategy: How can sma...
Social Media vs. Email   Similarities   • Why people give   • Conversion rates   • Who > How Many                         ...
Youre asking for too many Sorry, Im broke this month.                                 Facebook permissions!Whats an App?  ...
Social Media vs. EmailSlide from Sarah Durham / Big Duck http://slidesha.re/GKtWDH
Social Media vs. Email• Free Arts NYC  – 1,200 on FB, 700 on Twitter  – Unique visitors: 291 / 1,900 = 15% (25x better)  –...
Social Media vs. Email• Shareable and Instant:  o Kony 2012, Rush Limbaugh, Chris Brown...• Dialogue:  o Komen and Planned...
More similar than different•   Audience is crucial: Who > How Many•   Experiment, test, and improve•   Move donors up enga...
Social Media vs. Large Gifts• Know your potential donors   o Made easier by apps, passive data collection• Make them feel ...
What are best practices for          social media campaigns?  • Set realistic goals  • Grow your presence  • Reward partic...
What are realistic goals?     1. Get 10 new donors     2. Learn who they are     3. Thank them individually         o Not ...
What time and effort are                     needed?                  About 6 hours of work over 6 weeks.       •   1 hour...
MessagingGood.                        Better• "Did you know you can      • Matching deadline today -  donate by..."       ...
Use it: Leverage a Special Event      • Earth Day, Valentines Day, event      • …or create one! #oceangivinghttp://oceana....
Use em: Partners, Advocates   • Celebrity ambassadors      o Local & personal are best!   • Corporate sponsors   • Local m...
Reward Participation      • Reward participation        o “Like” for a chance to win…        o Submit a picture for a chan...
Whats a free and easy way          to keep supporters happy?      Thank supporters/donors right away on social      media....
"Thanks Mackenzie!"http://info.helpattack.com | @helpattack | support@helpattack.com
“Thanks @HuntForKatie!”http://info.helpattack.com | @helpattack | support@helpattack.com
Best Practices for                      Thanking Donors       • Provide inspiring stories about what donors are         ac...
Grow Your Audience
Special nonprofit benefits        •   Google Grants: Ads        •   YouTube: Special features        •   Hope140: Ads, fea...
Facebook AdsWho: AXIS Dance CompanyGoal: Get local likesMethod: 2 ads  one general (website)  one specific to LikesCost: ~...
Facebook Ads    Use them when you...    • need to jump start a new community    • need to quickly reach a specific audienc...
Facebook Pages        • Make it pretty          o Timeline cover: 850x315px          o Add photos          o Faces and hea...
Facebook Pages      • Post the right stuff        o Like other pages and tag them            "....@[page name], FB will a...
Flickr, Tumblr, Pinteresthttp://www.socialbrite.org/2012/02/16/what-to-pin-and-what-not-to-pin-on-pinterest/
Small to Medium Nonprofits  Use Free / Low Cost Tools  • Listen: Hootsuite, TweetDeck, SproutSocial,    Google Reader  • M...
Smallness as an Advantage                                   • You can really know your                                    ...
Small Org Fundraising          • Set appropriate goals          • Individual attention             o Tie individual donors...
Metrics    • $ per unique visitor       o Divide total raised by "Unique Visitors" in google         analytics.    • $ per...
ROI     Return on Investment (ROI)     The ROI of social media should be measured as a long     term investment with compo...
The Takeaway Slide (Wake                up! almost over!) • Social media fundraising is far more similar than   different ...
Thanks for coming!Blog & resources: http://info.helpattack.comSign up: http://helpattack.com/addcause/search@helpattackhtt...
Upcoming SlideShare
Loading in …5
×

Social Media Fundraising (Presented at #CincyNonProfit / Nonprofit Summit)

525 views

Published on

Published in: Self Improvement, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
525
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • In this case, FreeArts NYC had a few other things on their side.They had a pair of Jet Blue tickets, to be given to a lucky someone who participated in the campaign.They had also cultivated relationships with several big galleries and museums in NY.You would never send out an email that says "Hey, give us some money."  Same goes for social media.The moral of the story is that sure, sharing helps, but it's not the whole story.  Having something special - the tickets - and having laid some groundwork - the retweets from big names - made all the difference.
  • Social Media Fundraising (Presented at #CincyNonProfit / Nonprofit Summit)

    1. 1. Social Media Fundraising:What, Why, and HowEhren Foss@ehrenfossehren@helpattack.com
    2. 2. Who are we?http://info.helpattack.com | @helpattack | support@helpattack.com
    3. 3. On Twitter? #CincyNonProfitI am giving $0.25 to the NTEN each time you use thishashtag, so use it!http://tweetchat.com/room/cincynonprofithttp://helpattack.com/joinme/3533http://info.helpattack.com | @helpattack | support@helpattack.com
    4. 4. You can fundraise on socialmedia • Without a million followers • Without a post from Justin Bieber • Without adding another job to your dayhttp://info.helpattack.com | @helpattack | support@helpattack.com
    5. 5. Getting there • Social media vs. email fundraising • Goals and groundwork • Tactics & strategy: How can smaller organizations find success?http://info.helpattack.com | @helpattack | support@helpattack.com
    6. 6. Social Media vs. Email Similarities • Why people give • Conversion rates • Who > How Many Differences • Storytelling • How do people share? • How do friends ask friends? • Conversationhttp://info.helpattack.com | @helpattack | support@helpattack.com
    7. 7. Youre asking for too many Sorry, Im broke this month. Facebook permissions!Whats an App? Wait, what am I supposed to do?Oh well, battery just died Ugh, this is a long form. Great, I gave online andJeez, how many pages is this now they are killing treessignup? Yeah, Ill donate - whoa top 10 Its broken in IE7 :-( Mad Men quotes? [click]I just retweeted somethingabout homelesness like, Actually, I hate puppies.yesterday
    8. 8. Social Media vs. EmailSlide from Sarah Durham / Big Duck http://slidesha.re/GKtWDH
    9. 9. Social Media vs. Email• Free Arts NYC – 1,200 on FB, 700 on Twitter – Unique visitors: 291 / 1,900 = 15% (25x better) – Pledges: 26 / 1,900 = 1.3% (16x better)• Driven by Retweets & Sharing
    10. 10. Social Media vs. Email• Shareable and Instant: o Kony 2012, Rush Limbaugh, Chris Brown...• Dialogue: o Komen and Planned Parenthood• Social AND searchable: o easily find, hear, and interact with actual people "Social media is a space where the individual reigns, relationships are required, and conversations are public."
    11. 11. More similar than different• Audience is crucial: Who > How Many• Experiment, test, and improve• Move donors up engagement ladder: Stewardship• "House File" is crucial: Supporter Database• People give because: o People they know give o Theres an immediate need People give to o They are asked faces and heartbeats, not statistics!
    12. 12. Social Media vs. Large Gifts• Know your potential donors o Made easier by apps, passive data collection• Make them feel special o Easy, and free, to do on social media• Its $10, not $10K, but the same model can work The big donors at your gala probably have a Facebook account to stalk their grandkids.
    13. 13. What are best practices for social media campaigns? • Set realistic goals • Grow your presence • Reward participation • Use em if you got em o Leverage a special event, celebrity ambassadors, corporate sponsors • Thank donors!http://info.helpattack.com | @helpattack | support@helpattack.com
    14. 14. What are realistic goals? 1. Get 10 new donors 2. Learn who they are 3. Thank them individually o Not with direct mail 4. Follow up Ten donors giving $25 per month all year is an extra $3,000. Not bad!http://info.helpattack.com | @helpattack | support@helpattack.com
    15. 15. 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 & discuss • 1 hour to ask partners or super-supporters 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 monitoring social media • 1 hour to download reports and upload into your supporter databasehttp://info.helpattack.com | @helpattack | support@helpattack.com
    16. 16. MessagingGood. Better• "Did you know you can • Matching deadline today - donate by..." Donate now!• Please give to support the • Save this homeless dog Animal Rescue today. All it takes is your Organization $5 donation• Please share! • Donate, THEN share!• Were trying to raise $25k • Were trying to raise $250 this year. from our Facebook fans *today* Were only 3 donations away! http://www.nonprofitmarketingblog.com/ http://johnhaydon.com
    17. 17. Use it: Leverage a Special Event • Earth Day, Valentines Day, event • …or create one! #oceangivinghttp://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgiving
    18. 18. Use em: Partners, Advocates • Celebrity ambassadors o Local & personal are best! • Corporate sponsors • Local media, previous supportershttp://scr.bi/JUUCFo
    19. 19. Reward Participation • Reward participation o “Like” for a chance to win… o Submit a picture for a chance to win… • Nonmonetary gifts o Facebooker of the week o #FF (follow friday) o Pizza box autographed by all staffhttp://info.helpattack.com | @helpattack | support@helpattack.com
    20. 20. 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
    21. 21. "Thanks Mackenzie!"http://info.helpattack.com | @helpattack | support@helpattack.com
    22. 22. “Thanks @HuntForKatie!”http://info.helpattack.com | @helpattack | support@helpattack.com
    23. 23. 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
    24. 24. Grow Your Audience
    25. 25. Special nonprofit benefits • Google Grants: Ads • YouTube: Special features • Hope140: Ads, features • LinkedIn: Volunteerism http://www.google.com/grants/ http://www.youtube.com/nonprofits https://www.facebook.com/nonprofits http://hope140.org/contact http://learn.linkedin.com/nonprofits/http://info.helpattack.com | @helpattack | support@helpattack.com
    26. 26. Facebook AdsWho: AXIS Dance CompanyGoal: Get local likesMethod: 2 ads one general (website) one specific to LikesCost: ~$15/dayResults:~30 unique visitors / day~10 new Likes / dayhttp://www.bethkanter.org/facebook-ads/https://www.facebook.com/axisdancecomp
    27. 27. Facebook Ads Use them when you... • need to jump start a new community • need to quickly reach a specific audience • have the budget Be sure to... • Target by location, demographics, and interest • Test your ads (try different versions) • Invest in your landing pages Or try sponsored stories...http://info.helpattack.com | @helpattack | support@helpattack.com
    28. 28. Facebook Pages • Make it pretty o Timeline cover: 850x315px o Add photos o Faces and heartbeats: Your story, not your logo • Pick the right name o Hard to change after 100 Likes o Admin Panel -> Help -> Request a name changehttp://info.helpattack.com | @helpattack | support@helpattack.com
    29. 29. Facebook Pages • Post the right stuff o Like other pages and tag them  "....@[page name], FB will auto-complete  Build informal partnerships o Paste URLs for automatic photo, synopsis • Encourage discussion o Ask questions o Polls o Private messageshttp://info.helpattack.com | @helpattack | support@helpattack.com
    30. 30. Flickr, Tumblr, Pinteresthttp://www.socialbrite.org/2012/02/16/what-to-pin-and-what-not-to-pin-on-pinterest/
    31. 31. Small to Medium Nonprofits Use Free / Low Cost Tools • Listen: Hootsuite, TweetDeck, SproutSocial, Google Reader • Measure: Google Analytics, Facebook Insights, Feedburner, TweetReach • Manage: Reminders, Bookmarks, Shortcuts Spend an hour creating social media / online response guidelines for your organization. Share the logins. Its OK!http://info.helpattack.com | @helpattack | support@helpattack.com
    32. 32. 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
    33. 33. Small Org Fundraising • Set appropriate goals • Individual attention o Tie individual donors to specific results o Personal thank yous • Get a leg up o Borrow an audience o Partnerships o Spend when appropriate • Long term investmenthttp://info.helpattack.com | @helpattack | support@helpattack.com
    34. 34. Metrics • $ per unique visitor o Divide total raised by "Unique Visitors" in google analytics. • $ per staff hour o Divide total raised by number of hours • Click to share ratio o How many people shared? (+1, Like, RT, share) o How many people actually clicked on it? • Donation page conversion rate o Divide number of donations by unique visitors, multiply by 100.http://info.helpattack.com | @helpattack | support@helpattack.com
    35. 35. ROI Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth, rather than a short term balance sheet. Where would you be without your email list today?http://info.helpattack.com | @helpattack | support@helpattack.com
    36. 36. The Takeaway Slide (Wake up! almost over!) • Social media fundraising is 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 & campaigns • Try it, measure it, fix it, repeathttp://info.helpattack.com | @helpattack | support@helpattack.com
    37. 37. Thanks for coming!Blog & resources: http://info.helpattack.comSign up: http://helpattack.com/addcause/search@helpattackhttp://facebook.com/helpattack(512) 673-7254Questions?

    ×