Social Media: An Introduction for Fundraisers


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A copy of the slides used in a presentation to members of the Conrwall Fundraisers Forum, Monday 20th September 2010.

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Social Media: An Introduction for Fundraisers

  1. 1. Social Media<br />An Introduction for Fundraisers<br />Presented to the Cornwall Fundraisers Forum – Monday 20th September 2010<br />
  2. 2. Before we get started… Who Am I?<br />My name is Aren Grimshaw.<br />I am a Social Media Consultant working with businesses and other organisations looking to use platforms such as Facebook, Twitter and blogs to forge closer relationships with their customers / supporters.<br />I have been working in sales, marketing and media roles for over 10 years.<br />I am co-founder of Cornwall Social Media Cafe, lead organiser behind two Cornwall Twestivalsand a UK Regional Coordinator of Twestival UK 2010.<br />You can connect with me on Facebook, LinkedIn, Twitter or Delicious by clicking on the icons in the footer. <br />
  3. 3. What will you takeaway from today’s session?<br />An understanding of what Social Media can do for you and your organisation. <br />Knowledge of what the term Social Media means and how it came into being.<br />An insight into all the technologies and how they fit into the wider communications mix. <br />A peek into what others are already doing . <br />Knowledge of the planning processes.<br />Some ideas to implement for yourselves.<br />Some further reading materials to continue your learning. <br />
  4. 4. What is Social Media?<br />
  5. 5. “Media for social interaction, using highly accessible and scalable publishing techniques.”<br />Wikipedia Definition - Source:<br />
  6. 6. or<br />“’s how people read, <br />discover and share<br />information.”<br />
  7. 7. Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales<br />
  8. 8. The Key Aspects & Terminology<br />Web 1.0, 2.0 & 4.0<br />Real Time<br />Viral <br />Authenticity / Transparency<br />User Generated Content (UGC)<br />Consumer Generated Media (CGM)<br />
  9. 9. Putting it in context – Why now?<br />Technology<br />Society<br />Computing Power<br />Processor Power<br />Internet Speeds<br />Digital Cameras<br />iPods<br />Smartphones<br />iPhones / iPads<br />Generation Y / Net Gens<br />Out of Town Shopping<br />E-commerce<br />Longer Working Hours<br />Migration & Immigration<br />Erosion of Community Centres<br />The Age of Spin<br />
  10. 10. The Technology<br />
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  12. 12. Social Media Platforms<br />File Sharing Sites<br />Blogs<br />Social Networks<br />Social Bookmarks<br />Live Streaming<br />Forums<br />Wiki Sites<br />Aggregators<br />Review Systems<br />
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  14. 14. What is Facebook?<br />Launched 2004 <br />500m Active Users<br />50% of users are between 25-49<br />
  15. 15. Latest Statistics<br />50% log on in any given day<br />150m+ access via mobile devices (and are twice as active)<br />35m+ users update their status each day<br />60m+ status updates posted each day<br />30bn+ pieces of content shared per month<br />Source:<br />
  16. 16. An Average user…<br />130+ Friends<br />55 minutes on the site per day<br />Is connected to 80 pages, groups &events<br />Adds 25 comments to content each month<br />Creates 90 pieces of content each month<br />Source:<br />
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  18. 18. Some Statistics<br />77% active internet users read blogs<br />133m+ blogs<br />55% more traffic<br />
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  20. 20. What is Twitter?<br /><ul><li>Social Network
  21. 21. Blogging Platform
  22. 22. Search Engine
  23. 23. Focus Group
  24. 24. News Wire</li></li></ul><li>Some Statistics<br />145m registered users<br />300k new users sign up per day<br />180m unique visitors per month<br />600m+ search queries on Twitter per day<br />
  25. 25. An Average user…<br />Is 31 <br />Has 126 Followers<br />75% of traffic comes from third-party apps<br />37% of active users use their phone to update<br />
  26. 26. Location<br />Web Address<br />Bio<br />Avatar<br />Custom <br />Background<br />
  27. 27. What is LinkedIn?<br />‘Professional Network’<br />65m+ members <br />150 industries<br />200 countries / territories <br />
  28. 28. Some Statistics<br />1 new user per second <br />£68,000 Average earnings <br />46% decision makers<br />
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  30. 30. Developing a Strategy<br />
  31. 31. Developing Your Strategy (CARAT)<br />Community Targets<br />Aims & Objectives<br />Resources Available<br />Approach or Strategy<br />Technology to be Used<br />
  32. 32. Identifying your Community<br />S<br />I<br />P<br />
  33. 33. Defining Objectives - General<br />SEO: link building, content factors<br />Marketing: Promote business, brand awareness<br />PR: Manage reputation, get news out<br />Sales: New contact routes, increase purchasing<br />Engagement: Increase loyalty, foster word of mouth<br />Research: Identify trends / niches, consultation<br />Management: Collaboration, knowledge sharing<br />
  34. 34. Defining Objectives – Fundraiser / Charitable<br />Add authority to your campaigns<br />Increase support or memberships<br />Increase action from supporters<br />Improve communication<br />Provide a spotlight on activities<br />Increase awareness<br />Enlist volunteers<br />Drive donations<br />
  35. 35. Resources<br />Time<br />Money<br />People<br />Skills<br />Business As Usual Activity (BAU)<br />
  36. 36. The Approach<br />
  37. 37. The VCP Rule<br />Visibility<br />Credibility<br />Profitability<br />
  38. 38. The VCP Rule<br />Visibility<br />Reach but no Results<br />(Technology Centred Approach)<br />
  39. 39. The VCP Rule<br />Credibility<br />No chance to connect – no results<br />(Content Focused Approach)<br />
  40. 40. Some Examples<br />
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  51. 51. Where Now: Five Steps<br />
  52. 52. Where now?<br />Start listening<br />Get more from your existing activity<br />Create the right accounts<br />Start to build your supporter base<br />Develop a strategy<br />
  53. 53. 1. Start Listening<br />“Just because you <br />leave the room, it doesn’t mean that those left behind aren’t talking about you.“<br />
  54. 54. 1. Start Listening<br />Set up your alerts:<br />Google Alerts<br />Social Mention<br />
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  57. 57. 2. Get more from your existing marketing<br />“Don’t tell them you’re funny, tell them a joke”<br />“Get more bang for your buck”<br />
  58. 58. “Get more bang for your buck”<br />You’re delivering a presentation to a group of supporters. Why not...<br />Upload the presentation online?<br />Broadcast the event live over the internet?<br />Live-blog the event?<br />Add all the guests as new contacts on online networks?<br />Upload photos of the event?<br />
  59. 59. 3. Create the right accounts<br />Choose the right type of account<br />Make it clear what people should expect<br />Encourage regular interaction<br />Avoid spamming<br />
  60. 60. Facebook Groups, Pages & Profiles<br />Profiles = Individuals<br />Your connections are known as ‘Friends’<br />Pages = Businesses and Organisations<br />Individuals ‘Like’ your Page (Your organisation)<br />Administered by an individual(s) Profile (private)<br />Groups= ‘Communities’ <br />Individuals ‘Join’ your Group<br />Administered by an individual(s) Profile (public)<br />
  61. 61. Facebook Help<br />Facebook Pages Guides & Resources<br />Facebook Page Setup<br />
  62. 62. 4. Start to build your supporter base<br />Professional Networking - Business<br />Social Networking - Consumer<br />
  63. 63. 4. Start to build your supporter base<br />Connect with your existing supporters first<br />Promote your network details <br />Don’t broadcast - connect<br />Don’t rush to speak, listen first<br />Provide mechanisms for supporters to help you<br />
  64. 64. 5. Develop a Strategy<br />Ask yourself:<br />Where are we now?<br />Where do we want to go?<br />How are we going to get there?<br />
  65. 65. Where are you now?<br />Collect all your current performance figures (Benchmark)<br />Website visitors<br />Time on site<br />Number of supporters<br />Number of donations<br />Mentions on social networks<br />Interactions with supporters<br /><br />
  66. 66. Where do you want to get to?<br />Make your objectives SMART (Specific, Measurable, Achievable, Results Orientated, Timed)<br />Decide how you will measure your results – link to your initial benchmark<br />
  67. 67. Further Reading<br />
  68. 68. You will find these really useful...<br />Fundraising 2.0<br />How Networked Nonprofits Use Facebook<br />Leveraging Social Media for Fundraising Success<br />Beth's Blog<br />
  69. 69. Getting more support...<br />
  70. 70. How can I help?<br />Explaining How…<br />I offer a series of training modules in the theory and practical application of Social Media tools and platforms, as well as mentoring and support to individuals or teams.<br />Explaining What…<br />Traditionally referred to as strategy or consultancy, It comes down to me putting my knowledge to work on your behalf, explaining what you need to do to meet your objectives.<br />Explaining Why…<br />This may involve a basic appraisal of your activity to date or ongoing monitoring of your activity for results.<br />Doing it…<br />I can help setup, create and maintain Social Media accounts ready for take over at a later stage, ensuring you get the right technology working for you.<br />
  71. 71. Getting in touch<br />Search for “arengrimshaw” on Google<br />Or<br />Tel: 01872 273103<br />Mob: 07598 242212<br />Email:<br />Web:<br />