Dave Boyce: Social Fundraising 101: How to Jump Start your Social Fundraising


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Interested in raising money online, but not sure where to get started? Learn the first ten steps from an industry expert who has helped nonprofits and political candidates raise over $220 million through the power of social media.

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  • Here’s what’s at stake. And just like you said, this is a more stable, reliable giver base.
  • Dave Boyce: Social Fundraising 101: How to Jump Start your Social Fundraising

    1. 1. Social Fundraising 101:<br />How to Jumpstart <br />Your Social Fundraising Campaigns <br />
    2. 2. Today<br /> Why Social Fundraising?<br /> How to Launch a Campaign<br /> Top 5 tips<br />
    3. 3. $300 Billion<br />donated by individuals each year in the US<br />Source: 2008 Chronicle of Philanthropy <br />
    4. 4. Online Giving is on the Rise<br />13%<br />35-55%<br />2010growth rate<br />online giving<br />2010 giving<br />Source: 2010 Blackbaud, 2010 Giving USA<br />n.b.: “large” non-profits growing online giving at 55%<br />
    5. 5. People <br />ask People <br />to give. <br />
    6. 6. Social<br />changeseverything…<br />
    7. 7. Psychology of Engagement<br />Giving makes people happier.<br />Happy people give more.<br />Oppenheimer & Olivola (2010), Isen & Levin (1972), Aderman (1972), Harris & Huang (1973), Kazdin & Bryan (1971), Isen, Horn & Rosenhan (1973), Konow & Earley (2008), Wang & Graddy (2008), Williams & Shiaw (1999), Batson (1987, 1991), Cialdini (1987), Plato, Aristotle, Bible, Torah, Koran, etc. etc….<br />
    8. 8. How it Works<br />
    9. 9. The most important thing:<br />Launch<br />- Don’t aim for perfection… You have to launch a campaign and learn from it!<br />- You get a 2nd, 3rd, and even 30th chance to make a 1st impression<br />
    10. 10. Case Study<br />Annual Campaign:<br />Target: $125,000<br />Japan Campaign:<br />$18,045<br />Test Campaign:<br />$3,995<br />Dec<br />Jan<br />Feb<br />Mar<br />Apr<br />Nov<br />
    11. 11. Social Donation<br />Every supporter was asked to <br />recruit her neighbor, boss, <br />co-worker, friend…<br />
    12. 12. Results<br />100Gifts<br />136Gifts<br />17,053 Impressions<br />=<br />100Gifts<br />
    13. 13. Results<br />52% increase in donation yield…<br />$18,695<br />$12,300<br />+=<br />Social-Multiplier Cycle<br />
    14. 14. Goal: $20,000,000 <br />
    15. 15. Goal: $20,000,000<br />
    16. 16. Goal: $5,000,000<br />
    17. 17. Goal: $100,000,000<br />
    18. 18. Your Launch Plan<br />
    19. 19. The Basics<br />Step 1:Pick an objective<br />People “give through,” not “to”<br />example…<br /> “We are raising $22,500 by October 15 for a new classroom at our Buwaidhaa school in Sudan… This means educating 30 more students!”<br />
    20. 20. The Basics<br />Step 2:Sanity-check your target<br />Is your date less than 3 months out?<br />Is your $ target achievable?<br /># of supporters <br />2% response rate (historical actuals)<br /> $75 average donation<br /> 1.5 social multiplier<br />example…<br />formula…<br />10,000 supporters<br />X<br />X<br />$22,500<br />X<br />
    21. 21. The Basics<br />Step 3:Set giving levels<br />Make them meaningful<br />$50 buys 10 used textbooks<br />$500 sponsors one child through graduation<br />$5,000 sponsors a classroom of 30 students<br />Remember… <br />People give “through,” not “to”<br />
    22. 22. The Basics<br />Step 4:Upload content on Fundly<br />Pick a short video<br />Use pictures with human faces<br />Keep text to a minimum<br />
    23. 23. Launch!<br />Step 5:Send out an email<br />Use your existing list<br />Use the strategy you already built<br />Target: “We are raising $22,500 by October 15…”<br />Objective: “This will allow us to open one new classroom…”<br />Make the email personal—address it from you<br />Send personal update emails once per week<br />
    24. 24. Launch!<br />Step 6:Facebook<br />Share with your personal network once per week<br />Make it personal<br />“Join me in building a school! We are 50% of the way to adding a classroom for 30 kids in Sudan”<br />Post to your Facebook Fan page daily<br />Ask questions<br />Provide updates<br />
    25. 25. Launch!<br />Step 7:Twitter<br />Tweet 2x per day - Lunchtime and quitting time<br />Use hashtags<br />Retweet<br />
    26. 26.
    27. 27. Launch!<br />Step 8:Recruit help<br />Get your top supporters to set up their own pages<br />Think: board members, volunteers, celebrity endorsers, partners, etc.<br />Rinse and repeat: the bigger the team, the better the results<br />
    28. 28. Launch!<br />Step 9:Embed on your site<br />Get your webmaster to embed the donation form on your own website<br />As easy as embedding a YouTube video<br />Make sure all channels of communication are aligned for the duration of your campaign<br />Email<br />Direct mail<br />Website<br />Social networking<br />
    29. 29. Victory<br />Step 10:Celebrate!<br />Announce your milestones<br />Post updates to Facebook and Twitter, encouraging continued donations<br />When your goal is reached, shout it from the rooftops!<br />People like to be part of a winning team<br />Thank them for their support and they will support you again<br />Where possible, provide evidence of the difference the money is making (on-the-ground photos and video)<br />
    30. 30. Top 5 Tips<br /> Start with your current supporters<br /> Do not be shy<br /> Make a direct ask<br /> Tell donors what their money will do<br /> Align all channels<br />
    31. 31. Good Luck!<br />