Oops! You raised awareness without raising money!

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Presentation for MyCharityConnects June 6, 2011 - Part of Net Change Week.

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Oops! You raised awareness without raising money!

  1. 1. “Oops, you raised awareness, but...” My Charity Connects: June 6, 2011
  2. 2. Mobilization
  3. 3. Inspire Action
  4. 4. Volunteer Stewardship
  5. 5. Awareness
  6. 6. This is a discussion … … all about cash.
  7. 7. Social Media & Fundraising Myths ... Hang on…
  8. 8. Social Media & Fundraising Reality ... 70% of charities raising over $100k have budgets of $5 million or more. Only 0.4% of organizations raised over $100k through Facebook.
  9. 9. Does this feel accurate? The majority of nonprofits are raising $0 - $1000 on Facebook. 80% raised $0 from YouTube, LinkedIn, Flickr.
  10. 10. Putting It In Perspective …. 0 50 100 All Fundraising Online 7-10% Yikes!
  11. 11. If there was a silver bullet ...
  12. 12. If there was a silver bullet ...
  13. 13. Growing potential in this space… 72% of Canadian donors (63% of Americans) …. made a donation online in 2010
  14. 14. Industry is getting there … The majority have already accomplished a major goal using social media.
  15. 15. Supporter behaviour as a result of social media 39% • Took an action 15% • Made a donation
  16. 16. Sending out some positive vibes ... Online activists are seven times more likely to donate, compared with supporters who did not previously take an online action for a cause.
  17. 17. “Can I replicate it?”
  18. 18. Understanding Two Types of Projects External Internal
  19. 19. External: Third Party Fundraisers Groups Individuals
  20. 20. Third Party Fundraisers
  21. 21. External: Corporate Sponsors & Influencers Corporations Celebrities
  22. 22. Celebrity Influence
  23. 23. Corporate Sponsor Challenges
  24. 24. Corporate Sponsor Challenges
  25. 25. “Five Facebook Giving Campaign Success Stories” Four of the five success stories were corporate sponsored!
  26. 26. Internal: Offline Fundraising Events
  27. 27. Participants using social media in fundraising events raise more money on average than participants that do not. 40% more
  28. 28. Internal: Multi-Channel Campaigns
  29. 29. Your Multi-Channel Campaigns
  30. 30. Internal: Your Day To Day Marketing
  31. 31. Your Day To Day Marketing
  32. 32. Your Day To Day Marketing
  33. 33. Different ways to bring cash in  Individual donations directly through your web site  Lump sum at intervals through a 3rd party web site  Gifts through 3rd party application (mobio/twitpay)  SMS text-to-give (cell carriers) deposit  Group/event fundraiser proceeds  Corporate sponsor gift match donation
  34. 34. Ranked in order of digital happiness…  Individual donations directly through your web site.  Deposits from third-party sites.  Corporate sponsor gift matches .  Third party proceeds.
  35. 35. Your Best Practices For Social Media Fundraising Thumbs up to raising cash!
  36. 36. Strategy First, Tools Second
  37. 37. Drive to your web properties All your action items live here.
  38. 38. Always think “conversion” Conversion Rate 54 converted 60% 30% 3% Your visitors 10,000
  39. 39. Little changes, big wins 65% 35% 5% Your visitors 10,000 Conversion Rate 114 converted
  40. 40. Why is this important? Donation patterns year over year
  41. 41. Assessment : Your Benchmarks
  42. 42. Who the heck is in charge? Any mention of fundraising as a mandate?
  43. 43. Raising money is difficult when … You don’t ask for it.
  44. 44. Raising money is difficult when … You don’t ask for it.
  45. 45. Silo-ed? Do you know how to evaluate your “communications coordinator”?
  46. 46. Your Staff Members
  47. 47. Knowing your top 5 competitors
  48. 48. Especially UK organizations (organisations!)
  49. 49. “Every donation made online saves The Terry Fox Foundation 80 cents in administrative costs – helping to keep 87 cents of every dollar raised going to cancer research.” “Please use this pledge sheet to complement your online efforts.” Talking to donors.
  50. 50. Your Editorial Calendar Sticking with it… Over time, Over events, Over campaigns. Campaign vs. Organization …
  51. 51. You can avoid half finished projects
  52. 52. You can avoid shiny distractions
  53. 53. What can you do with an editorial dashboard? • Collect quantitative information Mentions, Views, “likes” • Create a lead generation funnel • Segment & target your audience Steal principles from our pals in direct marketing
  54. 54. Project-Based Blogging
  55. 55. Your SEO & Ad Spend
  56. 56. Where are the trends going? 11% of all North American online advertising is through … of 2011’s total ad spend will focus on social networking sites! 10.8%
  57. 57. Your realistic assessment again Thoughtful Keywords Which actions happen from traffic referred by social advertising?
  58. 58. Leverage Your Supporters
  59. 59. Leverage Your Supporters +
  60. 60. Experts networking for you 80 / 20 rule of fundraising
  61. 61. Create digital toolkits
  62. 62. What are you telling them?
  63. 63. Give supporters tools to raise money. Not everything has to be about spreading your message.
  64. 64. Canadians are special…
  65. 65. Online video in your YouTube channel beyond your 30 & 60 spots
  66. 66. Your toolkit beyond events You can be nimble, even if you aren’t an international NGO.
  67. 67. Are you ready to move on every opportunity?
  68. 68. Social media publishing
  69. 69. Social media publishing
  70. 70. Digital Means You Can Punch Above Your Weight
  71. 71. Leverage your sponsors
  72. 72. Leverage partnerships
  73. 73. Your Data Integration
  74. 74. You’re thinking about the future
  75. 75. Integrated social media tools
  76. 76. Integrated social media tools
  77. 77. Your Mobile Awareness Smartphones sales now surpass computer sales globally. HUGE!
  78. 78. Are you ready? 0% 1% 2% 3% 4% 48 hrs After 72hrs Percentage of Donations After Japan Earthquake Made By Mobile Web (Donors on mobile devices)
  79. 79. The hidden mobile channel? Your supporters are reading your appeals on their mobile devices. They’ve been doing it for a while now…
  80. 80. Your points of contact… 250 million users access Facebook through a mobile device Mobile users of Facebook are 2x more active
  81. 81. We’re all testing.
  82. 82. The Power of Email
  83. 83. Email > Social Media Where are your email addresses? How many do you have?
  84. 84. You might mess up But we all mess up
  85. 85. Feel like you’re playing catch-up? www.osocio.org www.sofii.org www.nten.org www.socialbrite.org www.care2.com
  86. 86. Download & Share Grab this presentation! www.slideshare.net/clairekerr

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