Intersection of Social Media & Fundraising - NC State

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Intersection of Social Media & Fundraising - NC State

  1. 1. Intersection of Social Media and Fundraising<br />Presented by<br />Dawn A Crawford<br />Social Media & Communications Consultant<br />@SocMediaRckStr<br />http://farm3.static.flickr.com/2141/2376995789_6f7d7448e5_o.jpg<br />
  2. 2. Social Media is a Conversation<br />
  3. 3. Do NOT Be This Guy<br />http://www.flickr.com/photos/mythoto/5064380001/sizes/l/<br />
  4. 4. Social Media is a Relationship<br />http://www.flickr.com/photos/eelssej_/394781835/sizes/z/in/photostream/<br />
  5. 5. Creating Your Sustainable Plan<br />Master Tools<br />Make a Plan<br />Pick-A-Platform<br />Explore & Experiment<br />Take It Off Line<br />Quit<br />
  6. 6. http://www.flickr.com/photos/bre/552152780/sizes/l/<br />
  7. 7. Social Media DashboardHootSuite – HootSuite.com<br /><ul><li>Manage all your social media in one place
  8. 8. Schedule updates
  9. 9. Batch upload
  10. 10. Analytics</li></li></ul><li>Analytics for $5 a Month!<br />
  11. 11. Peer-To-Peer Fundraising<br /><ul><li>7.5% transaction fees are industry standard + monthly fees
  12. 12. Make sure it’s completely social media optimized
  13. 13. Start small and repeat </li></li></ul><li>http://2.bp.blogspot.com/_kGD_KvOuMfc/TIP1uR6fEZI/AAAAAAAABN0/QKA99Ag0fEA/s1600/signpost.jpg<br />
  14. 14. Prime the Pump<br /><ul><li>Give value
  15. 15. Be a person
  16. 16. Identify champions
  17. 17. Take it off social media
  18. 18. Engage often</li></li></ul><li>Create a Plan<br /><ul><li>Time limited
  19. 19. Clear call to action
  20. 20. Creative themes work
  21. 21. Update often
  22. 22. Use multi-media
  23. 23. Ideas!
  24. 24. Beth Kanter Case Study Search http://www.bethkanter.org/category/case-studies/</li></li></ul><li>Surround Sound Approach<br /><ul><li>Mention on all your current communications – newsletters, website, etc.
  25. 25. Engage bloggers to tell your story
  26. 26. Leverage advocates to repost
  27. 27. Reach out to the media</li></li></ul><li>http://jasonpollock.tv/wp-content/uploads/2010/08/SocialMediaMap.jpg<br />
  28. 28. <ul><li>Come HOME to Facebook - make your cause mesh with people's personal lives = family, friends and community
  29. 29. Ask often
  30. 30. Leverage celebrations with Causes
  31. 31. Backend through Network for Good</li></li></ul><li><ul><li>Get on VIP's radar
  32. 32. Ask for Retweets
  33. 33. Leverage advocates
  34. 34. Fundraise one tweet at a time
  35. 35. Have a sponsor/partner match number of tweets $1 up to a total</li></li></ul><li><ul><li>Video is the next social media revolution – be ready for it!
  36. 36. Great article on video fundraising ideas:
  37. 37. Video Can Help Boost Donations in End-Of-The-Year Fundraising - http://www.bethkanter.org/hoffman-vide/
  38. 38. Tips for Shooting A Winning Video For Your Nonprofit - http://www.bethkanter.org/tips-video-shoot/</li></li></ul><li><ul><li>Claim your page – you never know
  39. 39. Do check-in fundraiser with a corporate sponsor</li></li></ul><li><ul><li>Showcase what the fundraiser will fund – people, places and things
  40. 40. Feature guest posts by bloggers about why they donate = your customers</li></li></ul><li>http://ashleyuporter.com/wp-content/uploads/2010/12/idea_bulb.jpg<br />
  41. 41. Project Overview<br />Purpose:<br />• Year-end fundraising campaign for the Autism Science Foundation<br />• Get small/medium donors who have some autism familiarity to donate<br />Distribution: Social media, website and email<br />Timeline:<br />• Material development: November 12 – November 30<br />• Campaign: December 1 – December 31<br />http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/<br />
  42. 42. Set Realistic Goals<br />Contribute to achieving the ASF's year-end fundraising goal<br />Of $15,000<br />Contribute to an 15% increase in ASF's Twitter and Facebook followership for the month<br />Receive 2,000 views on the video<br />Place 5 posts on blogs<br />Place 1 media story<br />
  43. 43. Campaign Elements<br />Landscape Analysis<br />Campaign Logo Development <br />Video <br />Website/Blog <br />Email Flight<br />Social Media Engagement<br />Blogger Outreach <br />Media Outreach <br />Thank You Notes <br />
  44. 44. Website – Recipe4Hope.org<br />1,016 visits (758 absolute unique visits)<br />74.41% new visits<br />63 sources and mediums drove traffic to the site<br />Nearly 25% of all traffic came from Facebook - After that was Twitter (6%) and the Discover Magazine Blog Bad Astronomy (5%)<br />
  45. 45. One of the best engagement tools of the campaign<br />Highlights included cookie photos and December 15 Status Update Contest<br />13% “Like” increase for the month<br />1,585% increase in Post Views in comparison to Nov 2010<br />16% increase in Post Feedback in comparison to Nov 2010<br />
  46. 46. 5% overall increase in Twitter followers<br />Frequency – 101 tweets<br />Reach – 4,540 followers<br />Impressions – 219,318 followers<br />175 clicks on links in tweets<br />Biggest lull around Christmas<br />
  47. 47. Media & Bloggers<br />2 media stories including USA Today “How to make your impact this holiday season”<br />15 Placed Blog Posts and got 2 “Ripples”<br />
  48. 48. Call2Action Widget<br />Donation widget that could be embedded in blogs or websites<br />• 32,593 Hits<br />• 15,756 Unique Views<br />
  49. 49. Fundraising Stats<br />$10,954 raised online between 11/30 - 12/31<br />64 gifts overall<br />$171 average gift<br />
  50. 50. Philanthroper.com – called the “Groupon” for nonprofits because it highlights one nonprofit a day to raise awareness and funds $1 at a time<br />$307 donations + some larger donations through ASF website<br />6 national blog posts<br />31 tweets with amazing reach<br />
  51. 51. Social Media is a Conversation<br />
  52. 52. Explore<br />
  53. 53. Nerd Out & Experiment<br />http://www.flickr.com/photos/marsdd/2986989396/sizes/o/<br />
  54. 54. Take It Off Line<br />http://www.flickr.com/photos/motionblur/5558465371/sizes/l/<br />
  55. 55. Say Bye-Bye<br />http://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/<br />
  56. 56. Passion is Infectious<br />http://www.flickr.com/photos/krystalt/5248185017/sizes/l/<br />
  57. 57. Biz Card + Magic = Presentation + Reading List<br />Dawn Crawford<br />Principal Communicator<br />bcdcideas.com<br />dawnacrawford@gmail.com<br />720-231-1930<br />@SocMediaRckStr<br />

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