Social Media as a Fundraising Strategy


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The use of social media as a communications and fundraising tool is becoming is now essential for charitable organizations, but does your nonprofit have a clear strategy for how social media can be used to raise funds? Learning ways to leverage social media for your cultivation and stewardship strategies will benefit the fundraising efforts in your organization.

In this training we will:

• Investigate strategies for your organization to raise money online.
• Learn how to steward current donors through social media channels.
• Identify and engage online organizational ambassadors who can connect your cause to new supporters.
Training Time

Published in: Business, News & Politics
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Social Media as a Fundraising Strategy

  1. 1. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia AS A… Emily Davis, MNM, CGT Emily Davis Consulting May 6, 2014 Pamela Grow Simple Development Systems
  2. 2. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia TURN ON YOUR TECH Follow the conversation… @AskEmilyD #nextgendonors #socialmedia #fundraising #philanthropy #nptech
  3. 3. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia WHO AM I? •  Nonprofit professional •  Founder •  Board member •  AFP Author •  MNM •  21/64 Consultant •  BoardSource CGT •  Late adopter •  Translator
  4. 4. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia UNDERSTANDING SOCIAL NETWORKS “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts.” (Fine and Kanter, 2010)
  5. 5. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia
  6. 6. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia WHAT STINKS ABOUT SOCIAL MEDIA? •  Time investment •  New communication platform •  Always evolving •  Participation in new technology •  Transparency •  Loss of control
  7. 7. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia WHAT ROCKS ABOUT SOCIAL MEDIA •  Additional tool •  STEWARDSHIP •  Build relationships •  Tell your story •  Transparency •  Get feedback •  Cost effective & green •  Quick & easy!
  8. 8. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia SOCIAL MEDIA LIFECYCLE
  9. 9. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia TEN TIPS FOR USING SOCIAL MEDIA
  10. 10. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia “This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.” - Ted Hart and Michael Johnston in Fundraising on the Internet
  11. 11. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia 10 TIPS FOR USING SOCIAL MEDIA 1. Social media is A tool not THE tool 2. Social media is a plant 3. Add value 4. Two way street 5. Prospecting, cultivation, stewardship 6. Philanthropy’s next generation 7. It ain’t free 8. Not everyone “Diggs” social media 9. Selling social media 10. Have a plan
  12. 12. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia COMMUNICATIONS EVOLUTION Traditionalists Postal Mail Phone calls Boomers Television Facebook Email Generation X Websites E- newsletters Email Millenials (Gen Y) Social Media Websites Mobile Generation Z ??? Adapt or die! Every generation teaches us new technology
  13. 13. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia SOCIAL MEDIA IS A PLANT
  14. 14. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia ADD VALUE
  15. 15. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia TWO – WAY STREET
  16. 16. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia SOCIAL MEDIA POLICIES
  17. 17. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia NONPROFIT LADDER OF ENGAGEMENT Awareness about service or giving Interest in learning about service or giving Desire to buy service from org or donate Action when service purchased or donation is made *© 2012 Beth Kanter
  18. 18. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal asks Committee and board involvement PLANNED GIFTS Personal asks, personal involvement, Could be anyone!
  19. 19. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia SOCIAL MEDIA LADDER OF ENGAGEMENT Happy bystanders (Listen) Spreaders (Share) Clients (Money) Evangelists (Ask) Instigators (Create) *© 2010 Beth Kanter
  20. 20. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia RELATIONSHIPS DON’T CHANGE •  Cultivate, steward, & solicit •  Recognize •  Multi-channel communications •  Meet one-on-one •  Develop ambassadors •  Stewardship rather than solicitation •  Effective database
  21. 21. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia THE NEXT GENERATION
  22. 22. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia
  23. 23. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia IT AIN’T FREE “Many nonprofits (particularly the smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost-effectively build a community of supporters.”
  24. 24. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia NOT EVERYONE “DIGGS” SOCIAL MEDIA
  25. 25. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia INVESTING IN SOCIAL MEDIA
  26. 26. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia •  Position as an expert •  Connect & collaborate •  New resources & ideas •  Outreach & awareness •  Develop brand •  Low cost WHY SOCIAL MEDIA AT ALL?
  27. 27. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation
  28. 28. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia THE PLANNING PROCESS Discovery Environmental scan Strategy sessions Target audiences Channel identification Topic areas Documentation Best practices Start small & slow Calendar dashboard Measurement strategies Implementation Staff Brand identity Content per channel Collaboration Personal/professional boundaries Adjust as needed
  29. 29. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia 5 THINGS TO DO TODAY ① Make a plan ② Watch other orgs ③ Attend trainings & ask for support ④ Invite participation ⑤ Support new ideas
  30. 30. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia PLEASE DON’T •  Smother with asks •  Ignore stakeholder input •  Make it hard to participate •  Stray from being unique •  Talk all about yourself
  31. 31. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia ü Social media is as much art as it is science. ü Every org has different experiences. ü We are all learning. ü Social media is always evolving. ü Ten Tips to Using Social Media as a foundation. ü Listen and learn!
  32. 32. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia
  33. 33. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia PRINT RESOURCES •  Fundraising and the Next Generation •  The Networked Nonprofit •  Measuring the Networked Nonprofit •  The Complete Facebook Guide for Small Nonprofits •  Twitter Jump Start: The Complete Guide for Small Nonprofits
  34. 34. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia ONLINE RESOURCES •  Nonprofit Technology Network (NTEN) •  Network for Good • •  IdealWare • •  Alltop Nonprofit •  Beth’s Blog (Kanter) •  4Good •  John Haydon •  frogloop
  35. 35. /emilydavisconsulting /AskEmilyD #nonprofit #fundraising #socialmedia Emily Davis, MNM Emily Davis Consulting (720) 515-0581