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Social Media for Fundraising

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How to effectively use social media for fundraising. Presented at the 2013 AFP Central PA Capital Conference.

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Social Media for Fundraising

  1. 1. Social Media for Fundraising
  2. 2. Can anyone actually raise money online?
  3. 3. eBenchmarks Study - NTEN
  4. 4. Today’s World Water Day’s goal was to inspire 100 bloggers to inspire ten readers to donate $20 – enough to turn water back on for three people in India.
  5. 5. Epic Change used Twitter to raise over $11,000 in just 48 hours to help build a classroom in Tanzania… 98% of donors never having donated to Epic Change before. – sumac.com
  6. 6. Shower Strike is a week-long fundraising campaign that rallied volunteers to hold a strike against showering to raise funds. The campaign featured corporate sponsors, allowed their volunteers to have share their story, and utilized social media. In years past, the campaign raised $25,000 on average. This year, Shower Strike was able to raise over $77,000. - CauseVox
  7. 7. Profile of an Online Donor
  8. 8. Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
  9. 9. Online donors often have little to no prior giving history with the organization, so we believe it may be easier to acquire an online donor than it is to convert a conventional donor Blackbaud Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
  10. 10. 90% of online donors shop online, and 78% do their banking & billpaying online - CauseVox Online donors often have little to no prior giving history with the organization, so we believe it may be easier to acquire an online donor than it is to convert a conventional donor Blackbaud Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
  11. 11. Online giving happens largely between 9 a.m. and 5 p.m. on weekdays. People give during work hours - Charity Navigator 90% of online donors shop online, and 78% do their banking & billpaying online - CauseVox Online donors often have little to no prior giving history with the organization, so we believe it may be easier to acquire an online donor than it is to convert a conventional donor Blackbaud Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
  12. 12. Major Donors are Moving Online 1,245 (of 2,000) nonprofits had at least one online gift of $1,000 or more. 38 nonprofits in the analysis had at least one online gift of $20,000 or more... Online pledges and recurring gifts were excluded from the analysis. Major donors continue to move to the web as part of their giving behaviors - Blackbaud
  13. 13. They give about $100,000 a year all online They do all of their research online. “With our generation, there’s going to be more online giving in the future” - Jennifer Brown They found that only half of the charities were able to take a large donation online.
  14. 14. Know You Trust You Support You
  15. 15. 5 Tactics for Attracting Online Donors 1. 2. 3. 4. 5. Build Trust Make Donation Easy Facilitate Peer Giving Offer Recognition Track, Adjust, Repeat
  16. 16. Build Trust
  17. 17. Relationships
  18. 18. Not
  19. 19. Sales
  20. 20. Step #1 Have 3 message/community posts for every ask
  21. 21. #FearsVsDreams
  22. 22. Step #2 Answer these three questions: 1. What do other people think about this group? 2. Does this work? 3. What difference can I make? nonprofitmarketingguide.com
  23. 23. Episodes
  24. 24. Not
  25. 25. Movie
  26. 26. Step #3 Work posts into a larger, episodic story
  27. 27. http://www.gailperry.com
  28. 28. http://www.gailperry.com
  29. 29. http://www.gailperry.com
  30. 30. Make Donation Easy
  31. 31. Landing Page Essentials: • Find the Donate button in 1-2 seconds • Complete the process in 1-2 minutes
  32. 32. Anatomy of a Landing Page
  33. 33. Clear Call-to-Action
  34. 34. Public Progress
  35. 35. Persuasive Video
  36. 36. Multiple ways to get involved
  37. 37. Facilitate Peer Giving
  38. 38. http://www.npengage.com
  39. 39. Peer giving ideas: • • • • Friends sponsoring your participation Asking for donations as gifts Competing against friends for best fundraiser Inviting friends to events
  40. 40. Help them ask:
  41. 41. Offer Recognition
  42. 42. Track, Adjust, Repeat
  43. 43. Analytics The hidden benefit of online fundraising
  44. 44. Track Each Stage of the Process: 1. 2. 3. 4. 5. Distribution Engagement Clicks Bounce Rate Donations

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