See3 CEO Michael Hoffman gave this talk to the 2013 International Fundraising Conference in the Netherlands. Watch to find out why what you thought you knew about social media fundraising should go right out the window.
3 Smart Ways to use
Social Media for Fundraising Presented at the Interna:onal Fundraising Congress –2013
WHO AM I?! • Former
senior nonproﬁt fundraiser and political consultant" • Online marketing and communications specialist" • Founded See3 Communications to merge video and the web for richer donor engagement experiences " Email me – firstname.lastname@example.org " "
This presenta,on is only made
possible because of the contribu,ons of those that think a lot about this subject. In par,cular, let’s thank: Beth Kanter Look them up on Slideshare and Google and see their awesomeness Darian Rodriguez Heyman Carie Lewis Carlson Lesley Mansford
You don’t have to look
far to ﬁnd people in fundraising who think social media is a waste of time. Is it a coincidence that most of those people are in the direct mail business? " "
Direct Mail lands a punch
to Social Media’s head Well, they do have a point: Digital fundraisers have been talking about the decline and death of direct mail for a decade or more, but that’s not what’s happening. " " Direct mail produces dollars. " "
Why do organiza,ons use social
media? Unlike direct mail, which has the singular focus of fundraising and is a closed system that can be measured to the nth degree, social media is used for many reasons by organiza9ons: • Awareness In social media, lots of • Customer Service teams involved (press, marke,ng, • Advocacy programming) & lots • Counter nega,ve stories of goals >> a lack of clarity, and a wide • Stewardship of exis,ng supporters variety of ac,ons to • Fundraising take. • Understand consumer interest and behavior
This number represents the 12
month value of a donor that came in from Facebook across all dona,on sources. So donors who like are worth this much over 12 months. Of course only a frac,on of the likers on a page are actually donors. And, this is an average of averages across a select group of organiza,ons. So what does this really mean for you? 2012 Nonproﬁt Social Media Benchmark Report This number doesn’t mean what you think.
Clearly, there is a
connec,on between social media and people’s awareness of and connec,on to causes – even if the fundraising results are lagging. Source: Stanford Social Innova,on Review
Source: Waggener Edstrom Digital Persuasion
Report And just as clearly, there is poten,al when someone learns about causes to get them more engaged, even if we don’t believe all these numbers we see from self-‐ reported surveys.
The lack of clarity in
terms of what is possible should not become a lack of clarity inside the organiza,on about the amount of ,me we spend on social media. If learning is a goal, ﬁne, but let’s set clear investment boundaries and have expecta,ons about what should happen – even if the goals lean toward experimenta,on.
Mul,channel Fundraising “I just
got a keychain and address labels in the mail from you guys. Now that I see you pos,ng on Facebook and know you're legit, I'll be sending a dona,on. Thanks for the work you do.” – Posted to Humane Society of the United States (HSUS) Facebook Page wall, January 2010 How many more people are giving oﬄine because of what they found online? (next few slides courtesy of the HSUS)
Humane Society of US
The Human Society is one of the top NGO players on Facebook. So lets look at where the bar is set right now: • • • • • • • 1.7 million Facebook fans 200,000 Twifer followers 103% growth rate on Facebook from 2012 to 2013 93% growth rate on Twifer from 2012 to 2013 $1 million raised on Facebook (life,me at the middle of 2013) $200,000 raised per year on Facebook 300,000 ac,ons per year taken on Facebook
A donor is a donor
• Start considering social media follows like they are supporters – social CRM / moves management • Consider match/append and other eﬀorts to combine social media and email data to get a befer picture of who they are • Build your eﬀorts reasonably, don’t over-‐ invest and expect high direct returns • Ideal situa,on: Move online donors to oﬄine – they will give more, higher life,me value Use your fundraising skills and remember that new methods and mediums do not mean the core of what we know to be true is no longer true. It is!
How to Launch Pick
a Well-‐Deﬁned Goal & Deadline • Fundraiser to honor her father who passed away, suppor,ng Surf Rider Founda,on • $5000 Goal • 2 Weeks to raise the money • Promoted through social media • Very speciﬁc. Time limited Beth Kanter
How to Launch Fundraiser
= Campaign Your fundraiser should look like this promote Start promote Great advice from Razoo about trying to have a more even growth of your campaign. promote End Not like this Start promote Deadline panic. Promote! End
How to Launch Tell
Your Story and Be Crea:ve Beth Kanter used old photos and a virtual event to make her story s,ck and be crea,ve.
How to Launch An
example from Razoo Pick a PlaYorm Upload Content Larger orgs say, we already have dona,on func,onality and are loathe to use yet another plamorm with yet another source of data … But are you able to op,mize the important things? Befer to deal with moving the data over than deal with a bad process for the donor.
How to Launch Promote
Your Fundraiser Widget Social Media Website Press Releases You need to be all in on your campaign and use your reach on the website, social, press, etc …
How to Launch Start
With Your Inner Circle Build momentum, then branch out • Staﬀ • Board of Directors • Key Inﬂuencers • Volunteers • Friends • Donors • Your Social Network Don’t let your campaign be a surprise to your closest cons,tuents. Bring them in early, give them tasks and goals to make it go into their networks.
How to Launch Don’t
Be Afraid to Ask Ask Clearly “ Tie to Direct Impact “$10 provides 500 liters of clean drinking water to refugees in Somalia.” ”
Using Social Media Plan
for Success • Editorial Calendar • Facebook < 3 / Day • Twiier 1++ / Day • P2P Asks Are Key • Seed the Tip Jar On Facebook, frequency mafers, don’t go over 3 posts per day or you will lose people. On Twifer it is more like a moving river and you need to post more ouen.
Using Social Media Ac:ve
Social Media Times • Mornings: 8 – 9AM • Lunch: 12 – 1PM • End of Day: 4:30 – 6PM • Nights: 9:30 – 11PM • Weekends vs. Wednesdays!
Using Social Media ROI
= Realiza:on of Inﬂuence • ? Vs. . • Media: Photos, Vids • Tag Everyone! • Emo:cons Rock! :) • Respond, Recognize & Retweet Make sure you recognize people’s contribu,ons publicly. That creates “social proof” that this is something the prospec,ve donors want to be a part of.
Using Social Media Share
& Ask for Shares $10-‐ = $18 In peer-‐to-‐peer fundraising shares are valuable in increasing the campaign size
Using Social Media Form
a Social Media Marke:ng Commiiee The Ask: 5 Minutes/Week A great volunteer opportunity is to get people on the Campaign Commifee. You can send them a t-‐shirt, give them a ,tle and they will do amazing things for you
Thank Your Donors Stay
In Touch • Announce when milestones are met • Send “thank you” notes • Show donors their impact
Beth Kanter’s Campaign –
Results • $5563 – 10% over goal in 2 weeks • 128 donors with 45% at suggested giving level of $25 • 43% gave more than suggested level, 12% less • 92% of people had STRONG ,es to Beth, almost none knew her father • 85% of dona,ons converted through Facebook • Thanking donors individually triggered new dona,ons • 95% of dona,ons through Razoo site, 5% mobile
Beth’s Lessons Learned Set
a realis,c goal Don’t set minimum giu levels too low! Use “Social Prooﬁng” to get more donors Oﬀer many ways to par,cipate – this is a non-‐ linear supporter journey. Sharing story, dona,ng, par,cipa,ng in event. Not a simple funnel in the age of control and info overload • Find the inﬂuencers • Use promoted posts strategically • Honor your network’s crea,vity • • • •
CONTENT CURATION is the
process of sor,ng through the vast amounts of content on the web and presen,ng it in a meaningful and organized way around a speciﬁc theme.
The magic is in the
framing of the story as much as the story itself. Just by changing ,tles Upworthy gets much more trac,on.
Can you do this?
hfp://www.groundswell-‐movement.org/ See3 client Groundswell, part of Auburn Seminary in New York is doing this. And we just broke the internet with one story. Views and lists are growing.