The Internet Advocacy Roundtable, turner4d and Attentive.ly invite you watch our webinar about how to leverage one of your best donor prospecting sources - your current donors who are active on social media! We're Going To Show You... - How to identify the best types of donor recruiters who will tell their friends about your nonprofit - ​How to identify donors who are influencers and what to ask them - The 5 best calls to action for your donors to grow your base and raising extra funds - Real examples including how Komen raised $200K by leveraging their influential donors You'll also learn how to unlock the wealth of social data available on your donors including their network reach and how they talk about your organization on social

2. What you’ll get from this session
 How to identify the best types of donor recruiters who will tell their
friends about your nonprofit
 How to find donors who are influencers and what to ask them
 The 5 best calls to action for your donors to grow your base and
raising extra funds
 Real examples including how Komen 3-Day™ raised more than
$200K by leveraging their influential donors

3. About Us
We have worked with over 165 brands
across the non-profit, commercial and
political space helping them understand
their supporters and boost engagement.
About Attentively
2014 FINALISTS
2014 Top 10 Platform
2013 RealTime
Marketing Challenge
WINNER

4. turner4D

5. How Social Fundraising is an Asset
 As important as it is to get past donors to give again,
you want to increase the pool
 Social media is ideally suited to growing your
potential donor lists
 Many of your past donors use social media
 Like birds of a feather, your past donors’ friends are likely to
be interested in supporting you
 Messages from friends are more persuasive

6. Social fundraising is up 32%
When compared to 2012, social
media is responsible for a third more
donations today
17% of fundraising through social
Stories that social media is not good
for fundraising over sample bad
practices
Social Fundraising
is WAY up
90% of donations are on Facebook

7. Direct and Indirect Asks
 Peer-to-peer fund-raising via social media is one route
 Getting past donors to ask their friends to donate will get you
some new donors
 Peer-to-peer friend-raising is a great complementary
route
 It usually takes several website visits to turn people into
donors
 Getting past donors to ask their friends to take action or read
content on your site helps grows your list

8. Nonprofits are sitting on a wealth
of social data about their
supporters and donors
Your donors may also be
influencers
Social Fundraising Starts
with Social Data

9. Identify, Monitor, Mobilize
Go deeper than your followers.
Use “big data” to segment by:
o current donors
o social mentions
o influencers

10. Initial Connection Ask
 Once you have identified which of
your past donors are using social:
 Email the Twitter users asking them to
follow you
 Email the Facebook users asking
them to like you
 Also ask them to share your tweets
and wall posts
 Now, your social media keeps them
informed about your work

11.  Use Attentive.ly to monitor
 What your donors are discussing on social media
 Which of your donors are talking about the same
things as you
 Match messages to your donors’ interests
 Tweet/post messages related to what donors are
discussing on social media to catch their attention
 Use email to ask donors to share your social media
posts about your issues they are discussing
Monitor & Mobilize

12.  Mobilize donors to directly solicit
donations from their friends
 Mobilize donors to ask their friends
to view your content (blog posts,
infographics, reports, videos, news
articles, etc.)
 Mobilize donors to ask their friends
to take action (make sure your
action tool collects opt-in email
addresses)
Mobilize to do what (via social AND email)?

13.  Once you collect a new email
address, move them through
your regular welcome cycle
 Be sure your welcome cycle
includes soft fundraising asks
early and a hard ask later
 After they move through email
cycle, add them to your
fundraising outreach email list
Move new recruits to New Email Cycle

14. Donor Influencers are
Game Changers
Influencers work because they are using
the most effective type of marketing —
Word of Mouth

15. Top Influencers have Extraordinary Reach
The top 5% reaches 85% of
your entire network reach!
The top 5% reaches 200x
more people than your email.

16. If you engage 10% of influencers,
you’d reach millions!
10% response rate, or 360 people,
reaches 3.3M
Pursuing Influencers is
Worth it

17. "We've never seen so many donors thank
us for following them on Twitter… it was
very exciting to see that level of donor
engagement!
Engage donors on Twitter
- Melanie Mullinax, Manager of Online
Communications

18. Invite Donors to
Fan & Follow
$214.81
“Average value of a Facebook
Like over 12 months following
acquisition”
- NTEN Benchmarks Report

19. Komen Influencers
Raise More Than $200K
In 2014, with the help of Attentive.ly, the Susan G.
Komen 3-Day® identified 27 social media
influencers and asked them to spread the word
about registering to walk in their own words and
through their own social media channels.
By providing them with a registration incentive
code, over five months, those influencers recruited
105 additional participants, who raised more than
$200,000 for Susan G. Komen.

20. Alan Rosenblatt. Ph.D.
SVP Digital, turner4D
Co-Founder, Internet Advocacy
Roundtable
Alan@turner4D.com
Roz Lemieux
CEO Attentive.ly
Co-Founder Fission Strategy
Roz@Attentive.ly.com
Thank You!