2. WHO IS MICHAEL HOFFMAN?
• 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
3. This presentation is only made possible because of the contributions of those
that think a lot about this subject. In particular, let’s thank:
Beth Kanter
Lesley Mansford
Carie Lewis Carlson
Look them up on
Slideshare and Google and
see their awesomeness
19. “I just got a keychain and address labels in
the mail from you guys. Now that I see you
posting on Facebook and know you're legit,
I'll be sending a donation. Thanks for the
work you do.”
– Posted to Humane Society of the United States (HSUS) Facebook
Page wall, January 2010
20. Humane Society of US
• 2.3 million Facebook fans
• 329,000 Twitter followers
• 103% growth rate on Facebook from 2012 to
2013, 73% growth from 2013-2015
• 93% growth rate on Twitter from 2012 to 2013,
61% growth rate from 2013 to 2015
• $1 million raised on Facebook (lifetime at the
middle of 2013)
• $200,000 raised per year on Facebook
• 300,000 actions per year taken on Facebook
21. 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
better picture of who they are
• Build your efforts reasonably, don’t over-invest
and expect high direct returns
• Ideal situation: Move online donors to offline –
they will give more, higher lifetime value
33. Pick a Well-Defined Goal & Deadline
How to Launch
Beth Kanter
• Fundraiser to honor her father
who passed away, supporting
Surf Rider Foundation
• $5000 Goal
• 2 Weeks to raise the money
• Promoted through social media
34. Start End
Your fundraiser
should look like this
promote
promote Deadline panic. Promote!
promote promote
Not like this
Fundraiser = Campaign
Start End
How to Launch
40. Build momentum, then branch out
• Staff
• Board of Directors
• Key Influencers
• Donors
• Your Social Network
• Volunteers
• Friends
Start With Your Inner Circle
How to Launch
41. Ask Clearly
Tie to Direct Impact
“$10 provides 500 liters of clean drinking
water to refugees in Somalia.”
“
”
Don’t Be Afraid to Ask
How to Launch
43. • Editorial Calendar
• Facebook < 3 / Day
• Twitter 1++ / Day
• P2P Asks Are Key
• Seed the Tip Jar
Using Social Media
Plan for Success
44. • Mornings: 8 – 9AM
• Lunch: 12 – 1PM
• End of Day: 4:30 – 6PM
• Nights: 9:30 – 11PM
•Weekends vs. Wednesdays!
Active Social Media Times
Using Social Media
45. • ? Vs. .
• Media: Photos, Vids
• Tag Everyone!
• Emoticons Rock! :)
•Respond, Recognize & Retweet
ROI = Realization of Influence
Using Social Media
49. • Announce when milestones are met
• Send “thank you” notes
• Show donors their impact
Thank Your Donors
Stay In Touch
50. Beth Kanter – 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 ties to Beth, almost
none knew her father
• 85% of donations converted through Facebook
• Thanking donors individually triggered new
donations
• 95% of donations through Razoo site, 5% mobile
51. Beth’s Lessons Learned
• Set a realistic goal
• Don’t set minimum gift levels too low!
• Use “Social Proofing” to get more donors
• Offer many ways to participate – this is a non-
linear supporter journey. Sharing story, donating,
participating 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 creativity
52. CONTENT CURATION
is the process of sorting through the vast
amounts of content on the web and
presenting it in a meaningful and organized
way around a specific theme.