Social Media and Fundraising


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Presentation by Dave Tinker, CFRE to Foundation Center at Squirrel Hill Branch of Carnegie Library in Pittsburgh, PA on 9/18/12

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  • # of minutes spent of Facebook double from last year
  • PagesCreate a Page for your cause or organization to start engaging with supporters. People will be able to receive and respond to content from your Page by clicking the Like button. Your organization's Page content is distributed virally when your audience responds to or shares it. AdsCreate Ads to promote your organization and initiatives by targeting potential supporters across a variety of demographics, interests, and connections. Ads are seamlessly integrated into the Facebook experience, and are displayed to people in the right-hand column of Facebook while they browse content. ApplicationsAdd Applications your Page to display additional content and encourage audience participation in a customized, social setting. You can find relevant applications on Facebook and custom applications can be built by any developer that follows Facebook's Developer Policy. Claim Places and encourage supporters to check-in to the physical location of relevant event and retail locations. Checking in via a mobile phone informs supporters' friends about your organization, and generates viral check-in stories, allowing your organization to extend its reach to many potential new supporters.EventsCreate Events on your Page to share relevant conferences, fundraisers, and speaking events with supporters. Upon creating an event, a News Feed story with event info will post to your Page, and your audience can RSVP from your Page's Events tab or news feed story. You can increase RSVPs by posting status updates leading up to the Event, emailing lists, and linking from your site.GroupsCreate a Group to enable more opportunities for supporters to engage and organize – create polls, group chat, and shared docs. You can control who sees your group, and keep members informed with Group notifications and shared email addresses.
  • Over 8.3 million people us causes. Donations through causes use Network for Good.Crowdsourcing type of fundraising. People now have more access to personalized fried to friend software so they look to it, or sites like IndieGoGo.$50 million out of $1.2 trillion dollars raised each year (AAFRC) People are still trying to figure it out.
  • Drive people back to your own site…
  • Very easy to set up an accountJust need a valid email addressName @Usernames start with @ symbol Now used by Google+Hashtags #Most important word or phrase in tweetURL ShortenersTwitter now built one in Hootsuite, Tweetdeck, etc. also build them in
  • Drive people back to your own website…
  • RT’s – after an hour of tweeting, you have less than a 1% chance of it being RT’edRules of thumb – RT multiple times for every new tweet of your own.
  • YouTube Channels
  • Used for future planningOver 30 to 104 million monthly visits
  • Social Media and Fundraising

    1. 1. Dave Tinker, CFRE September 18, 2012Foundation Center – Sq. Hill Library 1
    2. 2.  What is social media? Social media statistics and benefits Focus on Facebook, Twitter, YouTube and Pinterest How others use it to raise funds and communicate with their constituencies What are the components to a social media policy Why you need a social media policy Online resources for social media 2
    3. 3. Social media is an umbrella term thatdefines the various activities that integratetechnology, social interaction, and theconstruction of words, pictures, videos, andaudio. Source - Wikipedia 3
    4. 4.  Social media can include:  Email, blogs, videos, IM, wikis, bookmarks, books, music and presentations What is Social Networking?  Placing individuals into specific groups connected by a common interest4
    5. 5.  Public Relations Customer Services Loyalty Building Collaboration Networking Search Engine Optimization Enhance your Fundraising 5
    6. 6.  People Use Social Media More than Anything Else on Internet  75% of Americans use social media  33% of adults online post to social media sites at least once a week 66% of all internet users in the world visit social networks Using social media is done more often than reading email It is growing faster than 3x the internet 93% of social media users believe an organization should have a presence in social media 6 Sources Forrester, Nielsen, TechCrunch,
    7. 7.  You can access social media  PCs  Tablets, Kindles, Nooks  Phone  TV and TV games Social Media is more interconnected 7
    8. 8. • Guess the correct social media statistic• The contestant who is the closest without going over wins! 8
    9. 9. • What percent of all time spent online is spent on social media sites?• 22%• 650 million people connect via mobile device• Social networking sites reach 1.2 billion people = 82% of people online Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 9
    10. 10. • Facebook has how many million active users?• 955• 1 in 7 minutes of all time spent online is on Facebook• Average user connected to 80 groups, events and community pages• 250 million photos uploaded daily Sources:, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 10
    11. 11. • How many million Tweets are sent per day?• 340• Twitter has 500 million users worldwide; • 180 million active• 340 million Tweets = 18 million pages of text Sources:, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 11
    12. 12. “It (Ushahidi) is only 10% of the solution. The other 90% is up to the people and organisations using the platform.” Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection) 12
    13. 13. 13
    14. 14. 14
    15. 15. • Listen to the social media impact statistic• Guess whether the correct answer is more or less! 15
    16. 16. • Of 136 countries surveyed, 100 reported Facebook as the leading social network (most users) • MORE: 127 countriesSources: Alexa & Google Trends for Web SitesDecember 2011, via VincosBlog 16
    17. 17. • Europe has the most Facebook users, with 250 million • LESS: Europe has 223 million, followed by North America with 219 million and Asia with 202 millionSources: Alexa & Google Trends for Web SitesDecember 2011, via VincosBlog 17
    18. 18. • Philanthropy & Social Media (Institute of Philanthropy) o “It Gets Better” LGBT awareness campaign raised more than $100k from more than 2,500 grassroots contributors o This is in addition to more than 10k videos uploaded and viewed more than 35 million times• Network for Good Giving Index Q2-2012 o Social giving up 12% year-over-year• Blackbaud 2010 Online Giving Report o $32 million in SMS (text) donations to the Red Cross for Haitian earthquake relief o Twestival (Twitter Festival) has raised nearly $1.2 million since 2009 for 137 nonprofits 18
    19. 19.  More than 955 million users worldwide 175 million users login on any given day 10.5 Billion = number of minutes spent on Facebook each day Currently most popular social media in US Prospect Research and Fundraising Largest repository of photos on line in the world 2nd Largest repository of videos online 19
    20. 20.  Nonprofit Resources by Facebook  Pages Ads Apps Places Events Groups 20
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    26. 26.  500 million users as of June 2012  140 Million in US 50 million people visit Twitter each day More than 50% of posts are done using an application and not via the Twitter website Created real-time search Watch trends as they happen Source: Semiocast 26
    27. 27. Anatomy of a Tweet 27
    28. 28. 2828
    29. 29.  Name @ Hashtags # URL Shorteners . Or “ Before a Tweet  .@davethecfre 29
    30. 30.  Pittsburgh Gives  One Day Only Have Your Gift to ACHIEVA Matched – #pghgives (78 characters)  The Pittsburgh Foundation will match your gift to ACHIEVA 50 cents for every dollar up to $2,500 Oct 28 at 10am PLS RT(140 characters) Join and Donate  @aplusk, @drew 30
    31. 31. 31
    32. 32.  Make a request in 140 Characters or less!  Can be event, general request or pushing information State mission in 140 characters or less! 32
    33. 33. “We‟re still in the process of picking ourselves up off thefloor after witnessing firsthand the fact that a 16-year-oldYouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage has over 5 months.” Michael J. Fox 33
    34. 34.  515 million unique users per month 60 hours of video are uploaded to YouTube every minute – 1 hr every second 4 billion videos viewed per day Now close captions videos Nonprofit Channels allow premium branding capabilities  Embeddable on Websites  Donate button  Call to action 34
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    37. 37.  Guidestar has listings for all 501(c)(3)s Network for Good uses Guidestar‟s database Network for Good has partnered with  Give a Tweet   Razoo  Facebook Causes, etc. Your information on Guidestar means you 37 have profiles on those services above
    38. 38.  Launched in 2010 Fourth most used social media 12% of internet users use Pinterest Gender  19% of all women online us it  83% of users are womenSource: Pew Internet and American Life Project, Alexa. Venturebeat 38
    39. 39.  How to use it  Ronald McDonald House of Southern Alberta  purple/ Pay per re-pin donations  Pin It to Give It – Looking Good Feel Better Foundation  39
    40. 40.  Which social media tools will allow you to reach your desired audience? Is it Facebook, Twitter and YouTube? How will you incorporate it into your current online and offline efforts? What resources can you put into it? Who will do the work? Do you have a need for a Social Media policy for your organization? 40
    41. 41.  Social Media Tracking Free Online Tools  Facebook Search – must be logged in  Twitter Search  Google Alerts  Dashboards  Hootsuite  TweetDeck
    42. 42.  You can update multiple accounts at the same time  Desktop – TweetDeck, Seesmic You can create a free e-newspaper from your feeds  – No staff? Want outside help? 42  Use a company like,
    43. 43. “I dont believe society understands whathappens when everything is available,knowable and recorded by everyone all thetime," [Schmidt] says. He predicts, apparentlyseriously, that every young person one daywill be entitled automatically to change his orher name on reaching adulthood in order todisown youthful hijinks stored on their friendssocial media sites.”8/14/10 Wall Street Journal article quoting Eric Schmidt, 43former CEO of Google
    44. 44.  Use by employees, volunteers, consultants, and people you serve Impact on marketing and brand, fundraising, and awareness NPOs of all sizes need a policy44
    45. 45.  What it is:  It sets expectations and boundaries  Operational guidelines for people who use social media in their job What it is not:  Static45
    46. 46.  Define social media Identify that you have concerns and interests Tell people what to avoid Remind people to protect privacy State how it‟s related to other agency policies Logos, photos, videos „Friending‟ clients, co-workers How to engage others46
    47. 47.  Can lead to  Leaks  Badmouthing  Someone else speaking on your behalf It‟s Not Too Late 47
    48. 48.  Online Policy Tool  48
    49. 49.  In 2010 AFP International convened a group of npo tech professionals crafted guidelines for members of  AFP  ASAE  NTEN and  The DMA, Nonprofit Federation Results were released in late 2010  49
    50. 50.  “Facebook Alternatives”  Google+  Diaspora  Ning Private “Twitter Alternatives”/Enterprise Social Media  Yammer  Mango 50
    51. 51.  Pictures/Videos  Instagram  Tumblr – Location  Foursquare Q&A Knowledge  Quora 51
    52. 52.  Alltop - Beth Kanter - GoogleAlerts – Google for Nonprofits John Haydon – Netwits Think Tank - Shortstack – SocialOomph – YouTube Nonprofits – 52
    53. 53.  AFP Social Media Guidelines- Beth Kanter‟s list – NCE Social Media Blog - PolicyTool - Social Media Policy Samples - 53
    54. 54.  Listen & Engage  It‟s a dialogue, not a monologue  85% of social media users believe that a company should also interact with its customers Be Active  Update your information regularly Measure  Audience  How does it fit into your offline goals? 54
    55. 55.  Definitions Social media isn‟t a fad  Billions of users across the globe There are many, many tools  No one tool is right for everyone  They are not hard to learn, many online reference resources Enhances your fundraising and communications Put a policy in place! It‟s a marathon not a sprint You should think strategically with Social Media 55
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    57. 57. Dave Tinker, CFREVice President of AdvancementACHIEVA412-995-5000 x 436dtinker@achieva.info 57