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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 – michael@see3.com "
"
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. "
"
Social	
  Media	
  for	
  Fundraising	
  

AWESOME?	
  

OR	
  

STINKY?	
  
3 Ways to Use Social Media for Fundraising
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	
  
Let’s	
  
Look	
  at	
  
Some	
  
Numbers	
  
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.	
  
Source:	
  M&R/NTEN	
  e-­‐benchmark	
  study	
  

It’s	
  useful	
  to	
  just	
  look	
  
at	
  the	
  overall	
  scale	
  
right	
  now	
  of	
  social	
  
compared	
  to	
  other	
  
methods	
  of	
  reaching	
  
donors.	
  	
  
	
  
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.	
  	
  
What	
  Should	
  You	
  Do?	
  
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.	
  	
  
3	
  Places	
  Social	
  Media	
  Works	
  for	
  Fundraising	
  
Crowdsourcing	
  
Peer-­‐to-­‐Peer	
  

Mul:channel	
  Fundraising	
  

Cura:on	
  –	
  Lead	
  
Acquisi: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!	
  	
  
Why	
  Crowdfunding?	
  
NOT	
  a	
  place	
  for	
  
nonprofits.	
  It	
  is	
  for	
  the	
  
arts	
  and	
  crea,ve	
  
projects.	
  If	
  you	
  have	
  a	
  
“cause,”	
  they	
  will	
  reject	
  
you.	
  	
  
The	
  following	
  slides	
  are	
  courtesy	
  
of	
  Kickstarter	
  
3 Ways to Use Social Media for Fundraising
3 Ways to Use Social Media for Fundraising
Indiegogo	
  is	
  a	
  much	
  
befer	
  plamorm	
  for	
  
nonprofit	
  projects.	
  
Here’s	
  one,	
  a	
  
museum	
  dedicated	
  
to	
  the	
  life	
  and	
  work	
  
of	
  Nikola	
  Tesla.	
  
This	
  funding	
  project	
  got	
  
its	
  real	
  excitement	
  and	
  
reach	
  from	
  a	
  cartoonist.	
  	
  
So	
  this	
  is	
  an	
  example	
  of	
  
tapping	
  into	
  exis,ng	
  
online	
  networks	
  to	
  fund	
  
projects.	
  	
  
	
  
Crowdfunding	
  is	
  not	
  
totally	
  new.	
  Donors	
  
Choose	
  in	
  the	
  USA	
  lets	
  
people	
  contribute	
  to	
  
specific	
  US	
  
classrooms.	
  	
  
	
  
JustGiving	
  has	
  much	
  
of	
  the	
  peer-­‐to-­‐peer	
  
fundraising	
  market	
  in	
  
the	
  UK	
  and	
  elsewhere,	
  
and	
  is	
  geong	
  on	
  this	
  
bandwagon	
  of	
  
crowdfunding.	
  	
  
Razoo	
  is	
  a	
  terrific	
  
plamorm	
  in	
  the	
  
U.S.	
  for	
  peer-­‐to-­‐
peer	
  fundraising.	
  	
  
	
  
How	
  to	
  Launch	
  

Just	
  Do	
  It	
  
Fail	
  Fast,	
  Fail	
  Forward	
  
	
  
Advice	
  from	
  Darian	
  Rodriguez-­‐Heyman	
  
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	
  
Images	
  are	
  Powerful…	
  
	
  
How	
  to	
  Launch	
  

…Videos	
  Even	
  More	
  So	
  
	
  

Fundraisers	
  with	
  
videos	
  typically	
  	
  
earn	
  4X	
  more!	
  
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	
  
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	
  
CELEBRATE!	
  	
  
Thank	
  Your	
  Donors	
  
	
  
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.	
  	
  
	
  
3 Ways to Use Social Media for Fundraising
3 Ways to Use Social Media for Fundraising
3 Ways to Use Social Media for Fundraising
3 Ways to Use Social Media for Fundraising
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.	
  
You	
  have	
  to	
  start	
  
doing	
  some	
  things	
  
differently	
  if	
  you	
  want	
  
to	
  succeed	
  on	
  social	
  
media.	
  	
  
	
  
Take	
  that	
  Direct	
  Mail!	
  

So	
  we	
  didn’t	
  quite	
  
knock	
  out	
  the	
  Direct	
  
Mail	
  folks,	
  but	
  it’s	
  a	
  
work	
  in	
  progress.	
  	
  
	
  
THANK	
  YOU!!!	
  
S E E 3 . C O M 	
  

E M A I L : 	
   M I C H A E L @ S E E 3 . C O M 	
  
@ M I C H A E L _ H O F F M A N 	
  

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3 Ways to Use Social Media for Fundraising

  • 1. 3  Smart  Ways  to  use  Social   Media  for  Fundraising   Presented  at  the  Interna:onal  Fundraising  Congress  –2013  
  • 2. 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 – michael@see3.com " "
  • 3. 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  
  • 4. 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? " "
  • 5. 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. " "
  • 6. Social  Media  for  Fundraising   AWESOME?   OR   STINKY?  
  • 8. 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  
  • 9. Let’s   Look  at   Some   Numbers  
  • 10. 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.  
  • 11. Source:  M&R/NTEN  e-­‐benchmark  study   It’s  useful  to  just  look   at  the  overall  scale   right  now  of  social   compared  to  other   methods  of  reaching   donors.      
  • 12. 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      
  • 13. 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.    
  • 15. 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.    
  • 16. 3  Places  Social  Media  Works  for  Fundraising   Crowdsourcing   Peer-­‐to-­‐Peer   Mul:channel  Fundraising   Cura:on  –  Lead   Acquisi:on  
  • 17. 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)  
  • 18. 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    
  • 19. 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!    
  • 21. NOT  a  place  for   nonprofits.  It  is  for  the   arts  and  crea,ve   projects.  If  you  have  a   “cause,”  they  will  reject   you.    
  • 22. The  following  slides  are  courtesy   of  Kickstarter  
  • 25. Indiegogo  is  a  much   befer  plamorm  for   nonprofit  projects.   Here’s  one,  a   museum  dedicated   to  the  life  and  work   of  Nikola  Tesla.  
  • 26. This  funding  project  got   its  real  excitement  and   reach  from  a  cartoonist.     So  this  is  an  example  of   tapping  into  exis,ng   online  networks  to  fund   projects.      
  • 27. Crowdfunding  is  not   totally  new.  Donors   Choose  in  the  USA  lets   people  contribute  to   specific  US   classrooms.      
  • 28. JustGiving  has  much   of  the  peer-­‐to-­‐peer   fundraising  market  in   the  UK  and  elsewhere,   and  is  geong  on  this   bandwagon  of   crowdfunding.    
  • 29. Razoo  is  a  terrific   plamorm  in  the   U.S.  for  peer-­‐to-­‐ peer  fundraising.      
  • 30. How  to  Launch   Just  Do  It   Fail  Fast,  Fail  Forward     Advice  from  Darian  Rodriguez-­‐Heyman  
  • 31. 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  
  • 32. 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  
  • 33. 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.      
  • 34. 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.      
  • 35. How  to  Launch   Images  are  Powerful…    
  • 36. How  to  Launch   …Videos  Even  More  So     Fundraisers  with   videos  typically     earn  4X  more!  
  • 37. 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  …      
  • 38. 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.      
  • 39. 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.”   ”  
  • 41. 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.    
  • 42. 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!  
  • 43. 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.        
  • 44. Using  Social  Media   Share  &  Ask  for  Shares   $10-­‐ =   $18       In  peer-­‐to-­‐peer   fundraising  shares  are   valuable  in  increasing   the  campaign  size  
  • 45. 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  
  • 46. CELEBRATE!     Thank  Your  Donors    
  • 47. Thank  Your  Donors   Stay  In  Touch         •  Announce  when  milestones  are  met     •  Send  “thank  you”  notes   •  Show  donors  their  impact  
  • 48. 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  
  • 49. 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   •  •  •  • 
  • 50. 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.    
  • 51. 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.      
  • 56. 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.  
  • 57. You  have  to  start   doing  some  things   differently  if  you  want   to  succeed  on  social   media.      
  • 58. Take  that  Direct  Mail!   So  we  didn’t  quite   knock  out  the  Direct   Mail  folks,  but  it’s  a   work  in  progress.      
  • 59. THANK  YOU!!!   S E E 3 . C O M   E M A I L :   M I C H A E L @ S E E 3 . C O M   @ M I C H A E L _ H O F F M A N