Social media for fundraising is not directly about $’s raised. It is about building and cementing longterm, fruitful relationships with present and future donors. As they become your friend they will care more, give more and share more. Bringing with them their friends to share your and their passion for your particular ministry. Most giving is local; social media is a great place to capture the hearts and minds of your local Christian neighbors and bring them into friendship and partnership with your cause.
Introduction - Introduce Rae, then introduce self (Chris). Thank them for coming. We will have time at the end for Q&A, so please keep your questions in mind as Rae and I share what we&#x2019;ve learned about social media. &#x201C;I&#x2019;m going start by &#x2018;Telling you a Story&#x2019; You will see the theme of this story knitted throughout this session.
Chris Intro: Grandma was a knitter. That&#x2019;s me and my sister in our matching knitted sweaters that Grandma knitted. She loved to knit. Taught me to knit, my Mom to knit and lots of friends to knit. By World War II she was a widow with two young girls to care for, she wondered what she could do to help our country. The answer was KNIT!
History of &#x201C;Knitting for Victory&#x201D; On November 24th 1941,&#xA0;LIFE&#xA0;magazine's cover story advised Americans to answer the question "What can I do to help the war effort?" with one simple word:&#xA0;knit. Thousands kept their hands busy while listening to the radio for nightly news, providing soldiers with a rotation of warm socks, sweaters and fingerless mitts in regulation khaki or olive green. The Red Cross supplied patterns for these items to be shared in knitting circles like the one above. Wartime drew many together during this overwhelming yet hopeful period.
Groups started to gather to knit and make the work go faster. Husbands and Fathers were away so those at home gathered to knit. This was the beginning of Knitting Circles.
Friends would gather to knit, chat, exchange information and the latest family news, care for each other and raise money for the war effort. Knitting Circles could be found in churches, communities, firehouses, and private homes.
Knitting Circles included all ages from the very young to the oldest grandmothers. Everyone could do their part and help a cause they believed in.
Even men knit in groups using their &#x201C;down time&#x201D; in firehouses, offices and places of recreation to help the cause.
Today - Social Media has become the new &#x201C;Knitting Circle&#x201D;. Places like Facebook and Twitter is where friends come together and share the latest information, post the latest family news, make new friends and join with others to support and promote causes they believe in. But you say --- &#x201C;we have a web page, it&#x2019;s not bringing in much money... why would social media help?&#x201D;
Social Media makes a difference because it&#x2019;s like the old Knitting Circles. The Web as it is today, or Web 1.0 has several problems
1) Web 1.0 is one-way communication. Just like newsletters, direct mail, email, billboards, news articles, church bulletins.... it is a one-way announcement. &#x201C;This is what we are doing&#x201D;, &#x201C;This is what we need you to do&#x201D;, &#x201C;This is what we want you to know&#x201D;... fine, but not very engaging.
2) In addition, an average person receives approximently 600 message impressions a day from cereal box advertising, mail, billboards, TV etc. And this was in the 1960&#x2019;s !@!!!! Today in 2010 with the Internet - this number must be 1000&#x2019;s of impressions a day. The average person is being bombarded with important issues, breaking news, tragic stories with plenty of pleas for action. They become overwhelmed if not numb.
3)Surfing the web can be a lonely experience. Web 1.0 is really a very lonely experience. It&#x2019;s just &#x201C;me and my computer&#x201D;. This explains right there why gaming and now social media has become so big... God has made us for community and as Christians we are looking for good healthy communities to bond with and share the work God has called us to do.
Web 2.0 is the social web. It&#x2019;s a 2-way communication, messages stick because they are linked to faces, friends and causes you care about, and it&#x2019;s a shared. Facebook and Twitter is the place where many Christians gather to share, chat, work together, join causes and meet new friends. It is a place for building long-term relationships. Just like the knitting circles - it is not a money machine. When looking at social media for fundraising you need to look at building relationships, engaging your supporters, communicating your work and inviting them to join you in caring and giving.
Social Media 2.0 Video
First thing you need to ask is - where are my donors hanging out? If they are in the US - they are probably on Facebook and/or Twitter. If they are outside the US your best served to check out Orkut or some of the other country specific social networks. Today we&#x2019;re going to give you a quick overview of Facebook and Twitter and what you can begin to think about as a ministry on these social networks. First Facebook----
Today there are 400 million active users of Facebook. As you can see there growth has been tremendous. Facebook now exceeds Google in pageviews per day. For many, Facebook is where people live online. It&#x2019;s their Start page or their Dashboard. Whether at work, on their phone or at home - Facebook is checked throughout the day.
And you thought Facebook was just for teens:) As you can see 35-54 represents the largest group on Facebook. How many of you have children on Facebook? What about Mothers? As you look at fundraising this is an important metric. Because it&#x2019;s really not until most people approach their 50&#x2019;s that their giving to nonprofits (outside of church) becomes significant.
Remember the last chart - the smallest group on Facebook was 55+. But you can see that just looking at 6 months growth the 55+ group is the fastest growing group on Facebook.
Each Day here are some of the things 200 million people do - EACH DAY. (Go over statistics). Notice the 20M that &#x201C;like&#x201D; Pages. These are interactions that Facebook users are having with organizations and their fan pages. This is where ministries can be found. Unlike an individual profile, ministries have a page (or fan page). Rae is going to talk about this.....
Profiles, Pages, and Groups are different ways to engage the public through Facebook. What&#x2019;s the difference? What will work best for you?
Profiles are the most basic type of Facebook account. They&#x2019;re most often used by individuals, and are also occasionally used by businesses and organizations.
Facebook Groups, for a time, were the best feature of Facebook for businesses and organizations. They allow users to gather around a common cause or interest, engage in discussions, and plan events.
&#x201C;Pages&#x201D; are a (relatively) new feature of Facebook, especially for businesses and organizations, that combines the personalization of Profiles with the community strengths of Groups.
&#x2026; will they come? If so, will they come back? Why? What makes for a compelling page?
(Talk about how photos & discussion both help to foster community among &#x201C;fans&#x201D; -- helps them move from &#x201C;fans&#x201D; to &#x201C;family&#x201D;.)
Announcements, News,.... this is important, but not the MOST important part of a Facebook page.
You want 2-way communication. Ask questions, ask what your &#x201C;fans&#x201D; think about an issue, ask their opinion and reply when they respond. Don&#x2019;t just share &#x201C;sanitized messages&#x201D; - share like you are sharing with friends. Talk about busy days, dark days, exciting news. Try to post 3-4x a week. That seems to be the sweet spot. Post things your fans will share, particularly videos, touching stories, cute photos.
When you share funny, interesting, sad, newsworthy.... information your friends will share these things with their friends. As they &#x201C;like&#x201D; your post their friends will see it. If they click &#x201C;share&#x201D; your whole post will be reposted. The exponential power of this sharing is really the power of Facebook.
How to keep your fans interested, engaged, caring. The best way is the old way. Tell a Story. Don&#x2019;t share a news item without making it a small story. Tell the story of the &#x201C;check&#x201D; that came in, the baby that visited, the boyfriend who stomped out - but returned. Of course, confidentiality - but you need to bring your friends into your ministry - into your knitting circle.
Be Real!! This is so important in &#x201C;social media&#x201D;. Don&#x2019;t pretend, don&#x2019;t exaggerate, don&#x2019;t preach (oh, but don&#x2019;t moan either, sorry that part you have to keep to yourself). They need to hear and know your voice. You don&#x2019;t want to sound like a &#x201C;fundraiser&#x201D; a &#x201C;direct mail piece&#x201D; or a PR agency.
I know, I said don&#x2019;t moan or complain. But that doesn&#x2019;t mead you can&#x2019;t share your ups and downs. If your facing a difficult financial situation share, that&#x2019;s not moaning. Ask your fans to pray! This is a powerful way to engage your social media friends. But only do it in a very authentic way - the same way you&#x2019;d do it if you were meeting with them in person. Also quickly and mostly share the victories. They need to know their support is changing and saving lives!!!
Local is big. Buy local, support local -- so be local. You are not Pro-Life America, your not the Family Research Council - you are a local ministry reaching out to neighbors. Neighbors helping neighbors. Let your FB page show the local difference. Don&#x2019;t rant and rave about national issues - stick to what you do - talk about each woman, each baby, your town, your churches, your community. Giving locally far exceeds national giving - so thankfully express your love of your community and how much you appreciate your friends and their lifeline of support.
Give your fans ways to help - ways to participate. Share your speaking schedule, promote a baby bottle campaign, ask for donations for the mother&#x2019;s store. Be Specific. FB is a great place to ask for small things. You need someone to drive somewhere, you need a door fixed, you need a poster made, or flyers distributed. Test a few small actions, and as your fan base grows, ask a few more. This is a fabulous way to build last relationships.
A saved the most important engagement tool for last. Thank your supporters (even if their not yet your fans). Show much gratitude. Studies have shown you can never say Thank you enough. Donors never tire of being thanked. When they see others thanked - they want to join in. Be creative in your gratitude, but think of multiple ways to say Thank you.
(Creating an &#x201C;authentic voice&#x201D;)
Causes are publicly linked (you don&#x2019;t have to be on FB to participate and give). Causes spread the excitement of giving to a cause you care about to all your friends.
Causes are created mostly and most powerfully by individuals not organizations (although those are good too - just not as effective). Anybody can create a cause. For example - &#x201C;Rumble Strips for Main Street&#x201D; could be a neighborhood cause. Fans can choose to associate their cause with your org officially - or just designate money to your org. Explain....
So how do you promote causes to your fans so they&#x2019;ll start a cause. First, give them ideas. Try to have someone run a birthday cause, or a virtual baby bottle cause. Then promote it - show gratitude and suggest others do the same. Explain details.....
Explain cause page and Network for Good
Explain the Birthday Cause I ran: Goal was $520, raised $1152 in 10 days. Show video and explain how I promoted.
Briefly explain events and viral effect. RSVP&#x2019;s are not reliable - but still good to use.
Events can be created with just a few clicks and the link can be shared with anyone. You do not need to be on Facebook to get basic event details and a map.
Event Discussions, RSVP&#x2019;s, Confirmed Lists, Maybe coming.... RSVP&#x2019;s are not reliable - but still good to use.
(Explanation of how Twitter differs from FB - 140 character limit, simpler, &#x201C;personal&#x201D; vs. &#x201C;organizational&#x201D; voice, etc.)
More closely related to the organization. News reports, links, offers, etc.
Also tweets on things relating to the Seminary (as @SBTS does), but also tweets about the weather, his dog, his family, etc.
Chris has 3 FB tips - Rae has 2 top Twitter tips
Photos are the most popular feature on Facebook. Facebook is the largest photo sharing site of all. FP Users will browse photos and interact in ways that they will never do with posts. Post as many funny, cute, trivial, informative, etc... type of photos you can post. Of course photos most closely related to your ministry are best. But any and all photos are an easy and interactive way to engage your fans.
I said this before - but Tell a Story. FB users will share and remember meaningful stories. We are wired for narrative. If you have a good story - shorten it to a paragraph and tell - or make it a serial story and post a paragraph over several days. Fans will come back to hear the end of the story.
The Top Tip - Be Yourself. FB Fan pages fail when they come across as PR machines, corporate mouthpieces, or treat donors as ATM&#x2019;s. If you use your real voice and let your personality come through you&#x2019;ll find fans will interact with you, become friends with you and will be there when you need them. Stay local - stay authentic - and stay GRATEFUL! Soon your knitting circle will become your lifelong friends and supporters.
We live in an age of brevity and Twitter caters to just that. Give your readers a compelling enough &#x201C;taste&#x201D; of what you want them to see, and they&#x2019;ll actually want to see it.
Closely related: because Twitter is so brief in nature, you need to use it to point people to other resources where they can learn more. Link like crazy (but don&#x2019;t overwhelm folks).
Leave information on where to find the slidedeck on Slideshare. Leave emails and contact information for Rae and Chris. Maybe leave handout with places to go to learn more????
Social Media Presentation Donors
Social Media that
Chris Dattilo & Rae Whitlock
Photo Credit: http://www.historylink.org/db_images/KnittingWorldWar2_LifeMagazine1941.jpg
Everyone was Knitting
Photo Credit: http://denverlibrary.org/assets/programs/fresh/knitting2.jpg
Age of Facebook Users
18-24! 25-34! 35-54! 55!
Source: Facebook 2010
Facebook Growth by Age Group
18-24! 25-34! 35-54! 55+!
Percentage growth between Jan and July 2009
Source: Mashable 2009
0 50 100 150 200 250 300 350 400
50% of active Facebook users log in
35 M update their status
55 M status updates are made
20 M like Pages
Average Facebook user spends >55
minutes on Facebook
Source: Facebook 2010
Share with Friends
If you have 10 friends, and they have 10
God told Noah to put
many animals on the
boat. Noah ﬁlled the
boat with food for the
animals. Noah put his
family on the boat too.
When everyone was on
the boat, God shut the
Tell a Story
Photo Credit: http://www.rug-aid.org/Rug-Aid_email_9.html
• Ask your fans to join
your cause - or create
their own cause
• Post bulletins that will
be emailed and...
• Causes can now post
bulletins to member’s
• The Cause grows as
friends join your cause
and their friends see
their activity and join
• Top Fundraisers
• Members who donated
• Members who told their
• Total Cause
• Donations to your
Network for Good