State of the Art Fundraising


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Dave Tinker, CFRE presentation to Volunteer Administrators of Southwestern PA and Westmoreland Association of Volunteer Administrators conference on May 17, 2013

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  • 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.
  • Drive people back to your own website…
  • 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
  • State of the Art Fundraising

    1. 1. State of the Art FundraisingUsing Social Media in Fundraising and Volunteer CommunicationsMay 17, 2013Volunteer Administrators of Southwestern PAWestmoreland Association of Volunteer AdministratorsDave Tinker, CFREACHIEVA@davethecfre
    2. 2. What We‟ll Go Over• Why should you use Social Media in Fundraising• Social Media is a Friend of NPOs• Facebook, Twitter, YouTube, Instagram and Pinterest• Social Media Exercise• Social Media Policies Can Help• Online Resources2
    3. 3. Definition• What is Social Media?o A group of applications that allow for user generated content• What is Social Networking?o Placing individuals into specific groups connected by acommon interest3
    4. 4. Benefits to your Organization4• Public Relations• Customer Services• Loyalty Building• Collaboration• Networking• Search Engine Optimization• Enhance your Fundraising
    5. 5. Statistics and Facts• 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 shouldhave a presence in social mediaSources Forrester, Nielsen, TechCrunch, 5
    6. 6. Easy Access to Social Media• You can access social media• PCs• Tablets, Kindles, Nooks• Phone• TV and TV games• Social Media is more interconnected6
    7. 7. The Price Is Right!• Guess the correct social media statistic• The contestant who is the closest without goingover wins!7
    8. 8. The Price Is Right!• 18%• Worldwide, more than 50% of people who connect to social mediado so by mobile device; in U.S., it’s 30%• Social networking sites reach 1.2 billion people = 82% of peopleonline• 1 in 6 minutes online is spent on social networking sitesSources: Mashable, The Next Web, comScore, AdWeek8• What percent of all time spent online is spent onsocial media sites?
    9. 9. The Price Is Right!• 1 billion• The average Facebook user spends 7 hours a month on the site• Average user connected to 80 groups, events and communitypages• 300 million photos uploaded dailySources: Facebook, Mashable, The Social Skinny, Gizmodo• Facebook has how many active users? (Hint: it’smore than 100 million)9
    10. 10. The Price Is Right!• Over 400 million• Twitter has 640 million users worldwide;• 72 million active• 400 million Tweets = 21+ million pages of textSources: Media Bistro, Mashable• How many million Tweets are sent per day?10
    11. 11. Ory Okollon,founder of Ushahidi(nonprofit providing softwarefor information collection)“It (Ushahidi) is only 10% of the solution.The other 90% is up to the people andorganisations using the platform.”11
    12. 12. 12
    13. 13. More or Less!• Listen to the social media impact statistic• Guess whether the correct answer is more orless!13
    14. 14. More or Less!• MORE: 127 countriesSources: Alexa traffic (December 2012),via VincosBlog• Of 137 countries surveyed, 100 reportedFacebook as the leading social network (mostusers)14
    15. 15. More or Less!• LESS: Asia has 278 million• Europe with 251 million• North America with 243 millionSources: Alexa traffic (December 2012), via VincosBlog• Asia has the most Facebook users, with300 million15
    16. 16. A look at usage in development: CASE• It’s not just Facebooko While 96% of survey respondents are on FB, 80% haveTwitter accounts, 73% use You Tube and 68% managegroups on LinkedIno 17% are experimenting with geosocial (location-based)services such as Foursquare16
    17. 17. A look at usage in development: CASE• It’s likely managed outside the development officeo 74% of institutions surveyed stated communications/publicrelations staff are responsible for creating, monitoring andenforcing social media policyo This compares to 18% reporting development staffinvolvement17
    18. 18. A look at usage in development: CASE• It’s emerging in campaign strategyo 50% of respondents reported social media usage incampaignso Uses include event attendance promotion, matching giftchallenges and online contestsSource: Third Annual Survey of Social Media in Advancement conducted by the Council forAdvancement and Support of Education, mStoner, and Slover Linett Strategies18
    19. 19. Facebook pages• Nonprofit Resources by Facebook–• Pages• Ads• Apps• Places• Events• Groups19
    20. 20. Twitter Fundraising Samples20• Pittsburgh Gives– One Day Only Have Your Gift to @ACHIEVA Matched – #pghgives (79 characters)– The Pittsburgh Foundation will match your gift to ACHIEVA50 cents for every dollar up to $2,500 Oct 28 at 10am PLS RT(140 characters)• Join and Donate– @aplusk, @drew
    21. 21. Anatomy of a Tweet• Name @• Hashtags #• RT & MT• URL Shorteners• . Or “ Before a Tweet.@davethecfre21One Day Only Have Your Gift to@ACHIEVA Matched – #pghgives
    22. 22. Instagram and the Calgary Zoo• This year they didn’t print an annual report. They postedit on Instagram.22
    23. 23. Rhymes with Purple23
    24. 24. Impact• LGBT awareness campaign raised more than $100k frommore than 2,500 grassroots contributors• This is in addition to more than 50,000 videos uploadedand viewed more than 50 million times24
    25. 25. Fundraising Examples• Simple - likes = donation• Celebrities ask for followers• Ask for input• Contests – Fuel for Good• Take to your online donation portal• Peer to Peer25
    26. 26. Build Social Media into Traditional Marketing• “Plans are nothing, planning is everything”- President Eisenhower• Increases donor response rate• Increases gift size• Helps feed need for association26
    27. 27. How do you go viral?• Go Viral - LAI– Influencers– Trustees– Donors and Current Volunteers27
    28. 28. Twitter Exercise28• Make a request in 140 Characters or less!– Can be event, general request or pushinginformationAND• State mission in 140 characters or less!
    29. 29. “We‟re still in the process ofpicking ourselves up off thefloor after witnessing firsthandthe fact that a 16-year-oldYouTuber can deliver us threetimes the traffic in a coupleof days that some excellenttraditional media coveragehas over 5 months.”Michael J. Fox29
    30. 30. YouTube• 1 Billion+ unique users per month• 72 hours of video are uploaded to YouTube everyminute• 4 billion hours of video are viewed monthly• Now close captions videos• Nonprofit Channels allow premium brandingcapabilities– Embeddable on Websites– Donate button– Call to action 30
    31. 31. 31
    32. 32. Components of Social Media Policy• 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 others32
    33. 33. Social Media Policy Guidelines• In 2010 AFP International crafted guidelines formembers ofo AFPo ASAEo NTEN ando The DMA, Nonprofit Federation• Results were released in late 2010o
    34. 34. Online Tools to Help You• Inbound Zombie/John Haydon –• Beth Kanter‟s Blog –• NCE Social Media –• Social Media Policy Samples -
    35. 35. What We Discussed• Why should you use Social Media in Fundraising• Social Media is a Friend of NPOs• Social Media Exercise• Social Media Policies Can Help• Online Resources35
    36. 36. Questions?36
    37. 37. Feel Free to Contact Me!Dave Tinker, CFREVice President of AdvancementACHIEVA711 Bingham StreetPittsburgh, PA 15203(412)