This is all about how to create the attention formula so non-profits can get ROI from their social media efforts. Presented at the 2011 Connecting Up Conference, Melbourne.

1. Social Media
for Fundraising
& Community
Building
Keren Flavell
keren@wholesomemedia.com.au

2. The most important thing:

3. The most important thing:

5. ROI is the end game

6. ROI is the end game

7. ROI is the end game
That starts with AFenGon

8. How many
recipients will get
my aFenGon in
1 year? 5? 10?
Are you one of
them?
Whoever wins
aFenGon gets the
$$$

9. How to get
aFenGon?

10. Idea
Motivation Tools

11. What is the AFenGon Formula
Idea
Motivation Tools

12. What is the AFenGon Formula
Idea
Motivation Tools

13. What is the AFenGon Formula
Idea
Motivation Tools

14. What is the AFenGon Formula
Idea
Motivation Tools

15. Idea
Objective

16. The idea is not the objecGve!
Idea
Objective

17. The idea is not the objecGve!
Idea
Objective

18. The idea is not the objecGve!
Idea
Objective

19. Motivation What’s my ROI?

20. Motivation What’s my ROI?
• I’m giving you money. What can I expect for return?

21. Motivation What’s my ROI?
• I’m giving you money. What can I expect for return?

22. Motivation What’s my ROI?
• I’m giving you money. What can I expect for return?
• What value do I receive for my $?

23. Motivation What’s my ROI?
• I’m giving you money. What can I expect for return?
• What value do I receive for my $?

24. Motivation What’s my ROI?
• I’m giving you money. What can I expect for return?
• What value do I receive for my $?
• How did this make me feel?

25. Human
Motivation
Motivation

26. Human A story to tell
Motivation
Motivation

27. Human A story to tell
Motivation
Motivation
A good feeling

28. Human A story to tell
Motivation
Motivation
A good feeling
Social kudos

29. Human A story to tell
Motivation
Motivation
A good feeling
Social kudos
Knowledge

30. Human A story to tell
Motivation
Motivation
A good feeling
Social kudos
Knowledge
Feeling connected

31. Human A story to tell
Motivation
Motivation
A good feeling
Social kudos
Knowledge
Feeling connected
Appreciating good fortune

32. Human A story to tell
Motivation
Motivation
A good feeling
Social kudos
Knowledge
Feeling connected
Appreciating good fortune
Having fun!!!

33. The People are invesGng in an
Tools
Tools

34. The People are invesGng in an
Tools
Tools
How do you communicate it and how are
you empowering your users to share your
idea?

35. Examples:

44. Movember’s AFenGon Formula

45. Movember’s AFenGon Formula
What’s the Objec-ve? To support men’s health
What’s the Idea? Grow a Mo during November
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Build a team, collect funds, host par-es

46. Movember’s AFenGon Formula
What’s the Objec-ve? To support men’s health
What’s the Idea? Grow a Mo during November
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Build a team, collect funds, host par-es

47. Movember’s AFenGon Formula
What’s the Objec-ve? To support men’s health
What’s the Idea? Grow a Mo during November
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Build a team, collect funds, host par-es

48. Movember’s AFenGon Formula
What’s the Objec-ve? To support men’s health
What’s the Idea? Grow a Mo during November
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Build a team, collect funds, host par-es

49. Movember’s AFenGon Formula
What’s the Objec-ve? To support men’s health
What’s the Idea? Grow a Mo during November
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Build a team, collect funds, host par-es

50. Movember’s AFenGon Formula
What’s the Objec-ve? To support men’s health
What’s the Idea? Grow a Mo during November
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Build a team, collect funds, host par-es

51. Movember’s AFenGon Formula
What’s the Objec-ve? To support men’s health
What’s the Idea? Grow a Mo during November
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Build a team, collect funds, host par-es

52. Movember’s AFenGon Formula
What’s the Objec-ve? To support men’s health
What’s the Idea? Grow a Mo during November
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Build a team, collect funds, host par-es

53. Movember’s AFenGon Formula
What’s the Objec-ve? To support men’s health
What’s the Idea? Grow a Mo during November
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Build a team, collect funds, host par-es

54. Movember’s AFenGon Formula
What’s the Objec-ve? To support men’s health
What’s the Idea? Grow a Mo during November
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Build a team, collect funds, host par-es

60. Tom’s AFenGon Formula

61. Tom’s AFenGon Formula
What’s the Objec-ve? Give shoes to kids in need
What’s the Idea? Buy one give one
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Share, upload, host, register, screen

62. Tom’s AFenGon Formula
What’s the Objec-ve? Give shoes to kids in need
What’s the Idea? Buy one give one
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Share, upload, host, register, screen

63. Tom’s AFenGon Formula
What’s the Objec-ve? Give shoes to kids in need
What’s the Idea? Buy one give one
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Share, upload, host, register, screen

64. Tom’s AFenGon Formula
What’s the Objec-ve? Give shoes to kids in need
What’s the Idea? Buy one give one
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Share, upload, host, register, screen

65. Tom’s AFenGon Formula
What’s the Objec-ve? Give shoes to kids in need
What’s the Idea? Buy one give one
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Share, upload, host, register, screen

66. Tom’s AFenGon Formula
What’s the Objec-ve? Give shoes to kids in need
What’s the Idea? Buy one give one
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Share, upload, host, register, screen

67. Tom’s AFenGon Formula
What’s the Objec-ve? Give shoes to kids in need
What’s the Idea? Buy one give one
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Share, upload, host, register, screen

68. Tom’s AFenGon Formula
What’s the Objec-ve? Give shoes to kids in need
What’s the Idea? Buy one give one
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Share, upload, host, register, screen

69. Tom’s AFenGon Formula
What’s the Objec-ve? Give shoes to kids in need
What’s the Idea? Buy one give one
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Share, upload, host, register, screen

70. Tom’s AFenGon Formula
What’s the Objec-ve? Give shoes to kids in need
What’s the Idea? Buy one give one
What’s the Mo-va-on? Feeling good, having a story to tell
What are their social tools? Share, upload, host, register, screen

77. Kiva’s AFenGon Formula

78. Kiva’s AFenGon Formula
Funding small businesses in developing
What’s the Objec-ve?
countries
What’s the Idea? Micro lending online
What’s the Mo-va-on? Kudos, fun, feeling good
What are their social tools? Group leaderboard, community

79. Kiva’s AFenGon Formula
Funding small businesses in developing
What’s the Objec-ve?
countries
What’s the Idea? Micro lending online
What’s the Mo-va-on? Kudos, fun, feeling good
What are their social tools? Group leaderboard, community

80. Kiva’s AFenGon Formula
Funding small businesses in developing
What’s the Objec-ve?
countries
What’s the Idea? Micro lending online
What’s the Mo-va-on? Kudos, fun, feeling good
What are their social tools? Group leaderboard, community

81. Kiva’s AFenGon Formula
Funding small businesses in developing
What’s the Objec-ve?
countries
What’s the Idea? Micro lending online
What’s the Mo-va-on? Kudos, fun, feeling good
What are their social tools? Group leaderboard, community

82. Kiva’s AFenGon Formula
Funding small businesses in developing
What’s the Objec-ve?
countries
What’s the Idea? Micro lending online
What’s the Mo-va-on? Kudos, fun, feeling good
What are their social tools? Group leaderboard, community

83. Kiva’s AFenGon Formula
Funding small businesses in developing
What’s the Objec-ve?
countries
What’s the Idea? Micro lending online
What’s the Mo-va-on? Kudos, fun, feeling good
What are their social tools? Group leaderboard, community

84. Kiva’s AFenGon Formula
Funding small businesses in developing
What’s the Objec-ve?
countries
What’s the Idea? Micro lending online
What’s the Mo-va-on? Kudos, fun, feeling good
What are their social tools? Group leaderboard, community

85. Kiva’s AFenGon Formula
Funding small businesses in developing
What’s the Objec-ve?
countries
What’s the Idea? Micro lending online
What’s the Mo-va-on? Kudos, fun, feeling good
What are their social tools? Group leaderboard, community

86. Kiva’s AFenGon Formula
Funding small businesses in developing
What’s the Objec-ve?
countries
What’s the Idea? Micro lending online
What’s the Mo-va-on? Kudos, fun, feeling good
What are their social tools? Group leaderboard, community

87. Kiva’s AFenGon Formula
Funding small businesses in developing
What’s the Objec-ve?
countries
What’s the Idea? Micro lending online
What’s the Mo-va-on? Kudos, fun, feeling good
What are their social tools? Group leaderboard, community

92. charity:water’s AFenGon Formula

93. charity:water’s AFenGon Formula
What’s the Objec-ve? Provide clean water
What’s the Idea? Enable group fundraising
What’s the Mo-va-on? Par-cipa-on, fun, feeling good
What are their social tools? Group event, custom portal

94. charity:water’s AFenGon Formula
What’s the Objec-ve? Provide clean water
What’s the Idea? Enable group fundraising
What’s the Mo-va-on? Par-cipa-on, fun, feeling good
What are their social tools? Group event, custom portal

95. charity:water’s AFenGon Formula
What’s the Objec-ve? Provide clean water
What’s the Idea? Enable group fundraising
What’s the Mo-va-on? Par-cipa-on, fun, feeling good
What are their social tools? Group event, custom portal

96. charity:water’s AFenGon Formula
What’s the Objec-ve? Provide clean water
What’s the Idea? Enable group fundraising
What’s the Mo-va-on? Par-cipa-on, fun, feeling good
What are their social tools? Group event, custom portal

97. charity:water’s AFenGon Formula
What’s the Objec-ve? Provide clean water
What’s the Idea? Enable group fundraising
What’s the Mo-va-on? Par-cipa-on, fun, feeling good
What are their social tools? Group event, custom portal

98. charity:water’s AFenGon Formula
What’s the Objec-ve? Provide clean water
What’s the Idea? Enable group fundraising
What’s the Mo-va-on? Par-cipa-on, fun, feeling good
What are their social tools? Group event, custom portal

99. charity:water’s AFenGon Formula
What’s the Objec-ve? Provide clean water
What’s the Idea? Enable group fundraising
What’s the Mo-va-on? Par-cipa-on, fun, feeling good
What are their social tools? Group event, custom portal

100. charity:water’s AFenGon Formula
What’s the Objec-ve? Provide clean water
What’s the Idea? Enable group fundraising
What’s the Mo-va-on? Par-cipa-on, fun, feeling good
What are their social tools? Group event, custom portal

101. charity:water’s AFenGon Formula
What’s the Objec-ve? Provide clean water
What’s the Idea? Enable group fundraising
What’s the Mo-va-on? Par-cipa-on, fun, feeling good
What are their social tools? Group event, custom portal

102. charity:water’s AFenGon Formula
What’s the Objec-ve? Provide clean water
What’s the Idea? Enable group fundraising
What’s the Mo-va-on? Par-cipa-on, fun, feeling good
What are their social tools? Group event, custom portal

104. Let’s talk about relaGonships

105. What’s your relaGonship with your
Customers? Investors? Brothers and sisters?
Team members?

106. Your target audience might seem the same
but they’re different.

107. The Engagement Curve

108. SlackGvist
AcGvist

109. Very high
High
Medium
Low
Very low

110. 50% 20% 15% 10% 5%
Very high
High
Medium
Low
Very low

111. 5% rule of
community
50% 20% 15% 10%
5%
Hard PreFy hard Medium PreFy easy Easy

112. The t‐shirt test

113. Movember’s super users

115. Charity:water’s super users

116. Your idea will spread!

117. Some Gps to finish off with:

118. Some Gps to finish off with:
• KPI’s, Goals, metrics shouldn’t be about social
media but saving costs or increasing revenue

119. Some Gps to finish off with:
• KPI’s, Goals, metrics shouldn’t be about social
media but saving costs or increasing revenue
• ImplementaGon should be lean and mean ‐ be
in constant BETA

120. Some Gps to finish off with:
• KPI’s, Goals, metrics shouldn’t be about social
media but saving costs or increasing revenue
• ImplementaGon should be lean and mean ‐ be
in constant BETA
• Always think about value for the user

121. Thank you!
Keren Flavell
Mobile: 0402 831 228
keren@wholesomemedia.com.au
hFp://www.wholesomemedia.com.au