Social Media as a Fundraising Tool


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Social Media as a Fundraising Tool for Gift Works March 2012

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  • EDA Consulting
  • Experience with social media – new, some experience, advanced Everyone is going to be at a different place in their experience with social media, so please be patient and save your questions until the end of each section. If I don ’t get to everyone’s questions email me and I will respond individually with an answer. EDA Consulting
  • That ’s for the younger generations. I don ’t have time to learn. It ’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don ’t know how to use “it.” I ’m worried about my privacy. I use some social media and it won ’t work. What are some comments you ’ve heard about social media, particularly as it relates to using social media? Lisa Parker from the Lawrence Welk Family Foundation just shared in a session how her mom, Shirley Fredricks, was on Facebook before she was…Shirley actually encouraged Lisa to start using it. DON ’T MAKE ASSUMPTIONS! My mom was watching MTV and playing Nintendo before I ever was. The whole point to social media is that it is EASY and ACCESSIBLE…young people who use it need/want something that is quick and simple. Maybe the current strategies work, but they will be outdated pretty quickly as technology continue to evolve. Social media is here and it will continuing growing and evolving so it make sense to learn about it and use it now. EDA Consulting
  • Reach your current supporters Reach new supporters Networking Be seen as an expert Advocacy Activism Petitions Multi-channel communications EDA Consulting
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  • Andy Goodman speaks in depth about the importance of telling your organization ’s story; this is the hallmark of good communications and draws people in closer to your work – helps them build a personal connection and relationship to what you do. Social media = viral recommendations EDA Consulting
  • The new technology and information is going to happen whether you are a part of it or not. It ’s important that you consider this as a tool. Learning how to use technology now will help as it continue to develop and advance…the longer you wait the harder it will get. There are ways to protect information, but having so much access is a risk. If you think your personal information isn ’t already out there you are wrong. Just be smart about managing the information. Maintenance EDA Consulting
  • In the US, Facebook gets more traffic than Google There is more activity on social media than on porn sites Year to reach 50 million users: 38 years radio, 13 years TV, internet 4 years, ipod 3 years – Facebook has 200 million users in less than one year If Facebook were a country, it would be the third largest country in the world 80% of companies use social media for recruitment Fastest growing segment of Facebook users are females 55 – 65 YouTube is the second largest search engine in the world Products and services are finding us, we are not searching for them Much of Gen X and Y think email is passe and some colleges aren ’t even distributing email addresses EDA Consulting
  • Social media helps to reach out to stakeholders - donors, volunteers, prospective board members and more. We can raise funds, get the message out, and build support for our cause. However, no organization should completely rely on social media to answer all their questions. There is no magic wand here. We didn't always have fax machines and direct mail was new at some point as well that solved all of our questions. Social media is just another tool in the marketing and fundraising toolbox that you can use. EDA Consulting
  • I compare social media to watering a plant.  That is, you cannot simply create a Twitter account, for example, and expect people to follow you.  You need to water that plant - take 20 minutes a day to begin with populating your social media outlets.  What is the message that you want to get out to your stakeholders and the community?  This should be covered in your social media plan.  Watering the social media plan a little every day will help to create a foundation under which you can grow. Creating a calendar for posting often helps. EDA Consulting
  • Despite what many people believe, adding content to social media networks is not only about promoting your organization's events and activities.  Be sure to refer to other resources outside your organization.  For example, let's say I represent an organization that works with animals.  In addition to sharing about our upcoming programs and adoption opportunities, share articles about caring for your pet, current legislation affecting animals, and activities of like-minded organizations.  This demonstrates that you are connected and knowledgeable about more than just your organization, that you seek resources that would be beneficial for the reader to learn. Essentially, you want your organization to become an expert hub for resources.   EDA Consulting
  • One of the best things about social media is that there is potential for dialogue.  A direct mail appeal can't do this in the same way that a blog can.  Share news and opinions, take risks, and be ready for dissent and support. Your organization is trying to enhance engagement and you should be willing to post comments that challenge your opinions.  This is how strong dialogue begins.  You can always respond directly to positive or challenging comments, but allowing that space means you are open to the community. Of course, inappropriate or demeaning language is never acceptable.   First thing you need to do is LISTEN and solicit participation before asking for anything This is a way of building relationships EDA Consulting
  • One of the great things about social media is that it is a low-cost way to communicate with your constituents. It's a great way to tell current donors and supporters how their participation impacted a goal, clients, or the mission.  In fundraising, the closer we bring donors into the inner circle of our organization, the more likely they are to give and to give more dollars.  Using social media is a great way to open that door to current and prospective donors, building closer relationships. EDA Consulting
  • Using social media is a great way to reach out to the next generation of philanthropists.  Many of those prospective donors are on Facebook or other social media tools - they are definitely online and the first place they go to investigate your organization is your website.  If they want to learn more and get a sneak peak into your organization's world is to join one of your online networks.  Do you have ways to engage them? A great strategy is to recruit and work with younger board members who might have access to using social networks and who can engage their circle of friends or networks. Over 50% of the world ’s population is under the age of 30 96% of Millenieals belong to a social network EDA Consulting
  • Social media tools can be free of cost compared to websites, print publications, and other online tools, but it does cost money.  Time is money and social media takes time, especially if you are asking people to manage social media who don't really understand where to get started.  I'm making a plug for consulting here, but I believe that consultants can save you some of that time, money, and energy by putting together a plan, training staff, volunteers or board members, and setting a foundation for your online practices. There is a small environmental impact here, but many agree that it is less than using only traditional methods of outreach for fundraising. EDA Consulting
  • It's true that not everyone is going to follow you on Twitter, become a fan on Facebook, or join your LinkedIn Group.  Some people prefer direct mail, but then again direct mail isn't for anyone.  I know next generation philanthropists who will not donate to organizations who use direct mail because they see it as a waste of time and environmental resources.  Providing platforms for different types of people to get engaged in your organization is the key to casting a wide net. The more points of entry you have for engagement the greater likelihood of success. EDA Consulting
  • Build into current plans Have personal experience using it Just like any other fundraising tool Ask knowledgeable staff to partner with staff new to web 2.0 tools Ease fears and build confidence Start slowly: blogging and social networking Everyone can participate EDA Consulting
  • This is really all about communications, so people need to plan, but also be flexible. Create a strategy, but know that these technologies are so new that they often don ’t have hard research behind them. Think of them as an entrepreneurial effort. I cannot emphasize this enough. Hiring someone with experience to write a social media plan that folds into an existing fundraising or communications plans will be so helpful in the long run. You will be able to more effectively keep everyone in the organization on the same page, adjust the strategy, and implement consistently. The plan should also cover how you will manage your social media - that is, will you bring on volunteers? Staff? Consultant? Most likely, your organization will need to train someone so make sure you have someone who can train effectively on the topic. Having a strategy will help keep the social media plant watered consistently and effectively. What current strategies are you using and how would social media compliment them? Has someone else created a FB page that you don ’t know about? Try not to duplicate efforts. Why are you using social media? Don ’t just use it because others are! Include a calendar for messaging – blogging calendar, etc. Get buy-in and investment form staff, board, and volunteers Try it out for personal purposes – check out Causes, etc. Have fun! EDA Consulting
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  • I like blogging better than e-newsletters… Some people use them for their main websites – can make it as simple or sophisticated as you like. Start with an internal blog before starting one that you share with your donors. Readers are able to comment and share information Use resources like Feed Burner, Feed Blitz and Google analytics Some groups and campaigns can provide a platform where supporters can operate their own blogs through that org or campaign (Obama is a good example of this) EDA Consulting
  • From Mobilizing Generation 2.0 (Ben Rigby, 2008) EDA Consulting
  • Every time you post a comment on another blog it links back to yours. I am a guest blogger for NP2020, NCNA, BlogHer and others…helps to promote my cause and my knowledge. Blogging makes your org more transparent and responsive….new structure! EDA Consulting
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  • 10/12/11 EDA Consulting Social Media Training Series Nonprofit Cultivation Center
  • It was created in March 2006 by Jack Dorsey and launched that July. The service rapidly gained worldwide popularity, with over 300 million users as of 2011, [6] generating over 300 million tweets and handling over 1.6 billion search queries per day. [3][8][9] It has been described as "the SMS of the Internet." [10] EDA Consulting
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  • What are you focusing on? What are you doing right now? EDA Consulting
  • Twitter isn’t the point, it’s about relationships and people give to people Build your community of supporters first Be clear about your funding request and its impact Be enthusiastic to create viral recommendations Who is behind the scenes to bring donors in and take them to the next level? Recognition? One-on-one interactions still count – be sure to meet with people one on one Don’t over ask and over plan – know that your message could go viral and will be in the hands of others Recognize your donors and volunteers online Provide online status reports Provide relationships into the future… don’t let your message and fund raising end after your Twitter campaign Evaluate and revise for next campaign EDA Consulting
  • A great way to send information to your supporters that will show in their profile wall without overwhelming their inboxes. EDA Consulting
  • A great way to send information to your supporters that will show in their profile wall without overwhelming their inboxes. Fans instead of friends Page = business profile Share option Add applications Recommended for businesses, npos, celebrities, brands Events Create badge Content shows up in fans’ walls EDA Consulting
  • People are more likely to donate to a project rather than just general operating Causes are not just for raising money, but as a portal to direct them to your website. In 2009, the vast majority of nonprofits were not really using Causes Why are you on Causes? What do you want to accomplish? Causes are based on people reaching out to their own networks to help advocate, build awareness and raise money for your organization – you’ve got to keep those people engaged by adding value and making specific calls to action EDA Consulting
  • People are more likely to donate to a project rather than just general operating Causes are not just for raising money, but as a portal to direct them to your website. In 2009, the vast majority of nonprofits were not really using Causes Why are you on Causes? What do you want to accomplish? Causes are based on people reaching out to their own networks to help advocate, build awareness and raise money for your organization – you’ve got to keep those people engaged by adding value and making specific calls to action EDA Consulting
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  • Use strategy to build from where you are. EDA Consulting
  • What are your existing plans? Current cultivation and stewardship strategies? EDA Consulting
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  • Can’t evaluate if you don’t have a baseline EDA Consulting
  • Be realistic! EDA Consulting
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  • It is important to have some insurance when it comes to social media. Very infrequently have I seen posts, comments, etc. that are inappropriate for the platform, but you want to be prepared.  Be sure to outline the purpose of your social media tools, how to use the tools, what is acceptable, and what will not be tolerated including spam.  Always reserve the right to ask someone not to participate or block them from posting. A good example is a nonprofit network I consult for - it is not appropriate to post information that is related to real estate on a nonprofit-focused network.  Be sure to have action steps clearly outlined in your policy when someone has violated that policy. EDA Consulting
  • Qualitative – measure by the behavior of your donors. Here you might be able to measure the networking and word of mouth EDA Consulting
  • Reeves Fdn: Just by having one manager post 2 – 3 times per week, their page visits went up 60% and their unique visitors increased by 26% Livestrong: Twitter is their number ONE referring site Sierra Club: Give hints and tips, answer your questions, inside scoop on news and politics, expert blogs EDA Consulting
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  • Social Media as a Fundraising Tool

    1. 1. Social Media as a Fundraising Tool GiftWorks March 29, 2012 Emily Davis, MNM
    2. 2. Overview• Social Media Basics• 10 Tips for Using Social Media• Blogging, Twitter, Facebook & LinkedIn• Social media planning• Resources1/30/12 GiftWorks @EDA Consulting 2012 2
    3. 3. What are your fears?1/30/12 GiftWorks @EDA Consulting 2012 3
    4. 4. Why Social Media in Fundraising? The Generations The Evolution of Fundraising1/30/12 GiftWorks @EDA Consulting 2012 4
    5. 5. Giving Pyramid Remains the Same1/30/12 GiftWorks @EDA Consulting 2012 5
    6. 6. Relationship Building Circle1/30/12 GiftWorks @EDA Consulting 2012 6
    7. 7. Benefits to Social Media• Social & professional • Build networks and networking community• Prospecting • Build relationships and• Get feedback trust – at a distance• Viral Recommendations • Tell your story• Cost effective & green• Cross all boundaries • Quick access• Collaboration opportunities • Promote brand and• Share resources cause• Test ideas • Transparency1/30/12 GiftWorks @EDA Consulting 2012 7
    8. 8. Cons to Using Social Media • Loss of control • Time investment (training, maintenance ) • New communication structure • Ideas and opinions that are shared may change over time • Getting staff/board investment in new technology • Transparency1/30/12 GiftWorks @EDA Consulting 2012 8
    9. 9. TEN TIPS FOR USING SOCIAL MEDIA1/30/12 GiftWorks @EDA Consulting 2012 9
    10. 10. 1. Social media is A tool not THE tool1/30/12 GiftWorks @EDA Consulting 2012 10
    11. 11. 2. Social Media is a Plant1/30/12 GiftWorks @EDA Consulting 2012 11
    12. 12. 3. Adding Value1/30/12 GiftWorks @EDA Consulting 2012 12
    13. 13. 4. Two – Way Street1/30/12 GiftWorks @EDA Consulting 2012 13
    14. 14. 5. Prospecting, Cultivation, & Stewardship1/30/12 GiftWorks @EDA Consulting 2012 14
    15. 15. 6. The Next Generation of Donors1/30/12 GiftWorks @EDA Consulting 2012 15
    16. 16. 7. 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.” -ePhilanthropyFoundation.org1/30/12 GiftWorks @EDA Consulting 2012 16
    17. 17. 8. Not Everyone “Diggs” Social Media1/30/12 GiftWorks @EDA Consulting 2012 17
    18. 18. 9. Selling Social Media1/30/12 GiftWorks @EDA Consulting 2012 18
    19. 19. 10. Have a Plan1/30/12 GiftWorks @EDA Consulting 2012 19
    20. 20. Questions?1/30/12 GiftWorks @EDA Consulting 2012 20
    21. 21. Blogging, Twitter, FACEBOOK & Linkedin1/30/12 GiftWorks @EDA Consulting 2012 21
    22. 22. Why is a blog useful? • Face & voice to campaigns • Share org news • Build community • Tell your story • Personal connection • Deepen relationships • Share opinions & personalize work • Organizational history online • Internal, organizational communications1/30/12 • Dynamic content GiftWorks @EDA Consulting 2012 22
    23. 23. Blogging Stats for Fundraisers• 12 million Americans • Online 6% more than blog average Internet user• Over half of Americans • Incomes greater than read blogs $75,000• 11% more likely to • 55% more visitors purchase online then • 97% more links to the average Internet website – drives traffic user & SEO• Make more purchases online1/30/12 GiftWorks @EDA Consulting 2012 23
    24. 24. Blog Best Practices • Plan and be consistent • Two-way communication • Everyone participates • Network within the blogging community • Let go of some control • Promote your blog • Cross communicate1/30/12 GiftWorks @EDA Consulting 2012 24
    25. 25. Please don’t…• Be inauthentic• Always ask for money• Hierarchical/ corporate• Have one-way conversation at your • Make participation readers inaccessible• Ignore staff, board, & • Get boring volunteer input • Stray from your plan1/30/12 GiftWorks @EDA Consulting 2012 25
    26. 26. Sample Blog Topics• Organizational announcements• Program and organizational successes• News and resources related to organizational mission – ask permission!• Volunteer/board/client spotlights• Videos and interviews• Call for support – donations, volunteers, board recruitment• Guest opinions1/30/12 GiftWorks @EDA Consulting 2012 26
    27. 27. What is Twitter?• Microblogging• Real time access to info• Succinct communication (140 characters)• Branding• Marketing & outreach• Education• Online community• Donor engagement1/30/12 GiftWorks @EDA Consulting 2012 27
    28. 28. Why Use Twitter?• 4 billion tweets in first • Access new audiences quarter of 2010 • Ask and listen to what• Viral recs people are talking about• Build a network easily • Get advice• Recruit people Share • Learn from others links & ideas quickly • Promote your website other partner website• Low-cost and knowledge• Provide information • Hone your messaging for across networks programs and fundraising• Education1/30/12 GiftWorks @EDA Consulting 2012 28
    29. 29. Creating Content • Ask questions of yourself • Watch what others post about • Ask people what they are interested in • Follow topics • Retweet! • Blog posts • Website content • Pictures1/30/12 GiftWorks @EDA Consulting 2012 29
    30. 30. Twitter To Dos• Tweet 5 – 20 times per day (includes RTs)• Identify hashtags• Thank those who follow you thru DM• Search for people to follow• Choose a social media dashboard tool• Share info with people beyond your inner circle• Explore lists• Paper.li1/30/12 GiftWorks @EDA Consulting 2012 30
    31. 31. Tweetraising• Twestival: Raised $250,000 for charity: water (2009)• Tweetsgiving: $11,000 in 48 hours• Twollars• Tweet4Good• Challenges• Matching gifts1/30/12 GiftWorks @EDA Consulting 2012 31
    32. 32. 1/30/12 GiftWorks @EDA Consulting 2012 32
    33. 33. Facebook Pages• Fans instead of Friends • Content shows up in• Page = Business profile fans’ walls• Share – badges, thru • Recommended for profile wall businesses, npos,• Applications (i.e. celebrities, brands Twitter) • Purchase ads for• Event creation promotion • Become a fan of other pages1/30/12 GiftWorks @EDA Consulting 2012 33
    34. 34. NHF Colorado Facebook Page1/30/12 GiftWorks @EDA Consulting 2012 34
    35. 35. Facebook Cause• 46% increase in online giving between 2008 & 2009• Nonprofits have raised $26 million using • Specific calls to action Causes • Project-based• Causes can now publish campaigns to news feeds • Peer-to-peer• Portal to your website fundraising (birthdays)1/30/12 GiftWorks @EDA Consulting 2012 35
    36. 36. Facebook Cause• 2.3 million monthly users How to…• Nonprofits have raised • $30 million using Causes m/watch?• Specific calls to action v=GmLwBNEqmcg• Project-based campaigns •http://www.fundraising1• Peer-to-peer fundraising• Share stories & track cause-facebook success• Portal to your website1/30/12 GiftWorks @EDA Consulting 2012 36
    37. 37. NHF Colorado Facebook Cause1/30/12 GiftWorks @EDA Consulting 2012 37
    38. 38. 1/30/12 GiftWorks @EDA Consulting 2012 38
    39. 39. Why Use LinkedIn?• Groups provide • Provide information resources (give and across networks receive) • Education• Learn from others • Access new audiences• Build a network • Ask and listen to what easily people are talking about• Recruit people • Promote your mission• Share links & ideas • Hone your messaging quickly • Low-cost/ FREE!1/30/12 GiftWorks @EDA Consulting 2012 39
    40. 40. LinkedIn Groups• Similar to Facebook• Create subgroups• Create discussion topics• Share news links• Ask questions• Share organizational news1/30/12 GiftWorks @EDA Consulting 2012 40
    41. 41. 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. Networked Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing very big quickly and inexpensively.” (Fine and Kanter, 2010)1/30/12 GiftWorks @EDA Consulting 2012 41
    42. 42. Creating a Social Media Plan1/30/12 GiftWorks @EDA Consulting 2012 42
    43. 43. Step 1: Identify Purpose • Steward & cultivate current supporters • Attract new supporters • Tomorrow’s donors today • Position your org as an expert • Promote brand, programs, events • Share your story1/30/12 GiftWorks @EDA Consulting 2012 43
    44. 44. Step 2: Goal & Objectives • Raise money! How much? • Bring in new prospects - How many? • Share ideas from your org – which ones? • Get feedback • Promote programs & events • Build relationships1/30/12 GiftWorks @EDA Consulting 2012 44
    45. 45. Step 3: Tools & Strategies• Blog • Facebook – How often will you blog? – Profile/Group/Page/Cause – What will you blog about? – Who will manage? – Who will blog? – Facebook Ads?• Twitter – Will you link to Twitter? – How often will you tweet? Ping? – What will you tweet • Other social media about? – What? – How will you track? – Why? – Who will you follow? – How? – Who will tweet? – When?1/30/12 GiftWorks @EDA Consulting 2012 45
    46. 46. Step 4: Implementation • Management • Contributors • Story telling • Ask questions • Solicit dialogue • Ask for money • Ask for participation1/30/12 GiftWorks @EDA Consulting 2012 46
    47. 47. Insurance • Set the roles internally & externally • Purpose – connect to mission • Who can use what • User guidelines • Consequences for violation(s)1/30/12 GiftWorks @EDA Consulting 2012 47
    48. 48. Step 5: Evaluation & Measurement • Quantitative & qualitative • Start with baseline • Website hits • Hashtags • Link shortening & tracking • Facebook: engage, re-post, recruit, ads • Feedburner/ Feedblitz • Care2 ROI calculator1/30/12 GiftWorks @EDA Consulting 2012 48
    49. 49. Social Media Examples1/30/12 GiftWorks @EDA Consulting 2012 49
    50. 50. • News alerts • Reader • Documents • Analytics • Sites • Nonprofits • Blogger • Grants • Maps • Documents • Earth1/30/12 GiftWorks @EDA Consulting 2012 50
    51. 51. Other Social MediaBookmarksVideos, Photos, PresentationsGeolocationWikis Ning RSS1/30/12 GiftWorks @EDA Consulting 2012 51
    52. 52. Questions1/30/12 GiftWorks @EDA Consulting 2012 52
    53. 53. Print Resources• The Networked Nonprofit• Fundraising and the Next Generation• I’m on Facebook, Now What?• I’m on LinkedIn, Now What?• Mobilizing Youth 2.0• The Complete Facebook Guide for Small Nonprofits• Twitter Jump Start: The Complete Guide for Small Nonprofits1/30/12 GiftWorks @EDA Consulting 2012 53
    54. 54. Online Resources••• Nonprofit Technology Network (NTEN)• Nonprofit Alltop• Beth Kanter:• Social Media Plan Outline:•• A. Fine Blog• frogloop1/30/12 GiftWorks @EDA Consulting 2012 54
    55. 55. THANK YOU!For questions or more information… www.edaconsultingcafe.blogspot.comEmily Davis, MNM ConsultingBoulder, CO ulting1/30/12 GiftWorks @EDA Consulting 2012 55