Social Media Fundraising:            Past, Present, and Future                   Ehren Foss                    April 18, 2...
INTEGRATED PLANNING            Advising nonprofits in:        www.synthesispartnership.com            • Strategy          ...
Affordable collaborative data             management in the cloud.A Service   Of:                        Sponsored by:
Today‟s Speaker                                  Ehren Foss                                     CEO                       ...
Welcome!   Social Media Fundraising: Past, Present, and Future                         Ehren Foss                         ...
Who the heck is HelpAttack?  HelpAttack! is social media fundraising:  • Turns Facebook updates, Tweets, #hashtags, blog  ...
Past, present, future        • From email to blogs to social networks        • Convert offline & email fundraising experti...
Best practices:        • How is social media fundraising different from online          fundraising or email? How is it th...
Past• Ashton Kutcher? Brands?   o "Action triggered" cause marketing   o Companies taking risks & innovating• Email = bigg...
Present • Interest but not demand • Shiny new thing syndrome?    o Becoming process & results driven    o "Donor database"...
Future •   Social media fundraising becomes a channel •   NFC (near field communication) •   Portable payment information ...
Social Media vs. Email      • How people share - you can forward a fundraising                       email, but do you?   ...
Social Media vs. Email                                                              Why is sharing                        ...
Social Media vs. Email                                                            Why is sharing                          ...
Social Media vs. Email  Sharing may boost response rates. FreeArtsNYC  campaign for example:              Unique Visitors ...
How are they similar?   • Audience is crucial      o How big?      o Who are they, and what do they care about?   • Experi...
How are they similar?   • Not everybody sees each message.   • Not everybody responds.      o Conversion rate   • Each ste...
How are they similar?                               • Grown the same                             o Starts with zero people...
How are they similar?                 Return on Investment (ROI)   Like email, the ROI of social media should be measured ...
What are best practices for          social media campaigns?  • Set realistic goals  • Grow your presence  • Reward partic...
What are realistic goals?      •   Get 10 new donors      •   Learn who they are      •   Thank them personally      •   S...
What time and effort are                   needed?     About* 6 hours of work over 6 weeks.      •   1 hour to brainstorm ...
What should I expect?      2,500 followers ≈ 5-10 donors  How do you figure?  If you have around 2,500 followers,  you’ll ...
Leverage a Special Event      • Earth Day, Valentines Day, event      • …or create one! #oceangivinghttp://oceana.org/en/b...
Partners, Advocates,                         Celebrities       • Celebrity ambassadors       • Corporate sponsors (JetBlue...
Reward Participation     • Reward participation     • “Like” for a chance to       win…     • Submit a picture for a      ...
Grow Your Presence       • Borrow an audience       • Reach out to 10 people with 500 followers       • Volunteers, other ...
Grow Your Presence      • Ads on Facebook, Twitter, Linkedin      • Advertise on Google, Bing      • Special programs (Goo...
Case Study with Facebook                     Ads                 Beth Kanter and AXIS Dance Company     http://www.bethkan...
Case Study with Facebook                     Ads     Who: AXIS Dance Company and Beth Kanter     Goal: get local likes    ...
Case Study with Facebook                  Ads     Axis Dance Company Results:     • First 24 hours / $13 total budget     ...
Real World Example- NPCAhttp://www.facebook.com/NationalParkshttp://info.helpattack.com | @helpattack | support@helpattack...
Whats a free and easy way          to keep supporters happy?      Thank supporters/donors right away on social      media....
Best Practices for                      Thanking Donors       • Provide inspiring stories about what donors are         ac...
Real World "Thank Yous"http://info.helpattack.com | @helpattack | support@helpattack.com
Real World "Thank                           Yous"                     http://www.youtube.com/watch?v=vBrc4c_1jio&feature= ...
Flickr, Tumblr, Pinterest               Make it visual! Find your "inner Picasso"        from Noland Hoshino guest post on...
Flickr, Tumblr, Pinterest                                  What NOT to post                                 • Company logo...
Small to Medium Sized                    Nonprofits                    • Find your ideal supporters          • Friend the...
Smallness as an Advantage                                   • You can really know your                                    ...
Takeaways    • Far more similar than different from other      fundraising    • Sharing is critical       o Make it visual...
Thanks for joining us!Blog & resources: http://info.helpattack.comSign up: http://helpattack.com/addcause/search@helpattac...
Find listings for our current season          of webinars and register at:            NonprofitWebinars.comA Service   Of:...
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Social Media Fundraising: Past, Present, and Future

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Social media fundraising is still a curiosity - big opportunities for some, frustration and challenges for others. We'll discuss the history of social media fundraising since 2005, and draw lessons from successful campaigns. We will identify specific reasons to start fundraising on social media, and good reasons not to. Finally, you'll be prepared with a set of easy best practices you can do to prepare for the road ahead.

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  • Did you find this presentation helpful and would like to see more of our sessions? Feel free to register for any of our upcoming NonprofitWebinars sessions here: http://nonprofitwebinars.com/webinars/

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  • Actually social media was really useful to all of us. But it will only depends of the individual if how they will apply and use it for their individual life.
    Thanks for sharing.

    A webmaster of social network
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Social Media Fundraising: Past, Present, and Future

  1. 1. Social Media Fundraising: Past, Present, and Future Ehren Foss April 18, 2012A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. Today‟s Speaker Ehren Foss CEO HelpAttack!Assisting with chat questions: Hosting:Riley Croft, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. Welcome! Social Media Fundraising: Past, Present, and Future Ehren Foss @ehrenfoss ehren@helpattack.comhttp://info.helpattack.com | @helpattack | support@helpattack.com
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Social Media vs. Email Sharing may boost response rates. FreeArtsNYC campaign for example: Unique Visitors 291/1,700 (17%) 28x better than email Pledges 26/1,700 (1.5%) 19x better than email (vs 0.08%) 1,200 Facebook fans, 500 Twitter followers. Retweets and shares from other organizations expanded audiencehttp://info.helpattack.com | @helpattack | support@helpattack.com
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. Partners, Advocates, Celebrities • Celebrity ambassadors • Corporate sponsors (JetBlue/FreeArts)http://info.helpattack.com | @helpattack | support@helpattack.com
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. Real World Example- NPCAhttp://www.facebook.com/NationalParkshttp://info.helpattack.com | @helpattack | support@helpattack.com
  33. 33. 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
  34. 34. 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
  35. 35. Real World "Thank Yous"http://info.helpattack.com | @helpattack | support@helpattack.com
  36. 36. Real World "Thank Yous" http://www.youtube.com/watch?v=vBrc4c_1jio&feature= player_embeddedhttp://info.helpattack.com | @helpattack | support@helpattack.com
  37. 37. 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
  38. 38. 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
  39. 39. Small to Medium Sized 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
  40. 40. 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
  41. 41. 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
  42. 42. Thanks for joining us!Blog & resources: http://info.helpattack.comSign up: http://helpattack.com/addcause/search@helpattackhttp://facebook.com/helpattack(512) 673-7254
  43. 43. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by:

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