Social Media as a Fundraising Tool

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Social Media as a Fundraising Tool for Teaming for Technology Colorado April 2012

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Social Media as a Fundraising Tool

  1. 1. Social Media as a Fundraising Tool Teaming for Technology April 12, 2012 Emily Davis, MNM
  2. 2. Overview• Social Media Basics• 10 Tips for Using Social Media• Blogging, Twitter, Facebook & LinkedIn• Social media planning• Resources T4T: Social Media as a Fundraising4/12/12 2 Tool
  3. 3. What are your fears? T4T: Social Media as a Fundraising4/12/12 3 Tool
  4. 4. Why Social Media in Fundraising? The Generations The Evolution of Fundraising T4T: Social Media as a Fundraising4/12/12 4 Tool
  5. 5. Giving Pyramid Remains the Same T4T: Social Media as a Fundraising4/12/12 5 Tool
  6. 6. Relationship Building Circle T4T: Social Media as a Fundraising4/12/12 6 Tool
  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 • Transparency T4T: Social Media as a Fundraising4/12/12 7 Tool
  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 • Transparency T4T: Social Media as a Fundraising4/12/12 8 Tool
  9. 9. TEN TIPS FOR USING SOCIAL MEDIA T4T: Social Media as a Fundraising4/12/12 9 Tool
  10. 10. 1. Social media is A tool not THE tool T4T: Social Media as a Fundraising4/12/12 10 Tool
  11. 11. 2. Social Media is a Plant T4T: Social Media as a Fundraising4/12/12 11 Tool
  12. 12. 3. Adding Value T4T: Social Media as a Fundraising4/12/12 12 Tool
  13. 13. 4. Two – Way Street T4T: Social Media as a Fundraising4/12/12 13 Tool
  14. 14. 5. Prospecting, Cultivation, & Stewardship T4T: Social Media as a Fundraising4/12/12 14 Tool
  15. 15. 6. The Next Generation of Donors T4T: Social Media as a Fundraising4/12/12 15 Tool
  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.org T4T: Social Media as a Fundraising4/12/12 16 Tool
  17. 17. 8. Not Everyone “Diggs” Social Media T4T: Social Media as a Fundraising4/12/12 17 Tool
  18. 18. 9. Selling Social Media T4T: Social Media as a Fundraising4/12/12 18 Tool
  19. 19. 10. Have a Plan T4T: Social Media as a Fundraising4/12/12 19 Tool
  20. 20. Questions? T4T: Social Media as a Fundraising4/12/12 20 Tool
  21. 21. Blogging, Twitter, FACEBOOK & Linkedin T4T: Social Media as a Fundraising4/12/12 21 Tool
  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 communications • Dynamic content T4T: Social Media as a Fundraising4/12/12 22 Tool
  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 online T4T: Social Media as a Fundraising4/12/12 23 Tool
  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 communicate T4T: Social Media as a Fundraising4/12/12 24 Tool
  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 plan T4T: Social Media as a Fundraising4/12/12 25 Tool
  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 opinions T4T: Social Media as a Fundraising4/12/12 26 Tool
  27. 27. What is Twitter?• Microblogging• Real time access to info• Succinct communication (140 characters)• Branding• Marketing & outreach• Education• Online community• Donor engagement4/12/12 T4T: Social Media as a Fundraising 27 Tool
  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• Education4/12/12 T4T: Social Media as a Fundraising 28 Tool
  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 • Pictures4/12/12 T4T: Social Media as a Fundraising 29 Tool
  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.li T4T: Social Media as a Fundraising4/12/12 30 Tool
  31. 31. Tweetraising• Twestival: Raised $250,000 for charity: water (2009)• Tweetsgiving: $11,000 in 48 hours• Twollars• Tweet4Good• Challenges• Matching gifts T4T: Social Media as a Fundraising4/12/12 31 Tool
  32. 32. T4T: Social Media as a Fundraising4/12/12 32 Tool
  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 pages T4T: Social Media as a Fundraising4/12/12 33 Tool
  34. 34. NHF Colorado Facebook Page T4T: Social Media as a Fundraising4/12/12 34 Tool
  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) T4T: Social Media as a Fundraising4/12/12 35 Tool
  36. 36. Facebook Cause• 2.3 million monthly users How to…• Nonprofits have raised •http://www.youtube.co $30 million using Causes m/watch?• Specific calls to action v=GmLwBNEqmcg• Project-based campaigns •http://www.fundraising1• Peer-to-peer fundraising 23.org/article/starting-• Share stories & track cause-facebook success• Portal to your website T4T: Social Media as a Fundraising4/12/12 36 Tool
  37. 37. NHF Colorado Facebook Cause T4T: Social Media as a Fundraising4/12/12 37 Tool
  38. 38. 4/12/12 T4T: Social Media as a Fundraising 38 Tool
  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!4/12/12 T4T: Social Media as a Fundraising 39 Tool
  40. 40. LinkedIn Groups• Similar to Facebook• Create subgroups• Create discussion topics• Share news links• Ask questions• Share organizational news T4T: Social Media as a Fundraising4/12/12 40 Tool
  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) T4T: Social Media as a Fundraising4/12/12 41 Tool
  42. 42. Creating a Social Media Plan T4T: Social Media as a Fundraising4/12/12 42 Tool
  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 story T4T: Social Media as a Fundraising4/12/12 43 Tool
  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 relationships T4T: Social Media as a Fundraising4/12/12 44 Tool
  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? T4T: Social Media as a Fundraising4/12/12 45 Tool
  46. 46. Step 4: Implementation • Management • Contributors • Story telling • Ask questions • Solicit dialogue • Ask for money • Ask for participation T4T: Social Media as a Fundraising4/12/12 46 Tool
  47. 47. Insurance • Set the roles internally & externally • Purpose – connect to mission • Who can use what • User guidelines • Consequences for violation(s) T4T: Social Media as a Fundraising4/12/12 47 Tool
  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 calculator T4T: Social Media as a Fundraising4/12/12 48 Tool
  49. 49. Social Media Examples T4T: Social Media as a Fundraising4/12/12 49 Tool
  50. 50. • News alerts • Reader • Documents • Analytics • Sites • Nonprofits • Blogger • Grants • Maps • Documents • Earth T4T: Social Media as a Fundraising4/12/12 50 Tool
  51. 51. Other Social MediaBookmarksVideos, Photos, PresentationsGeolocationWikis Ning RSS T4T: Social Media as a Fundraising4/12/12 51 Tool
  52. 52. Questions T4T: Social Media as a Fundraising4/12/12 52 Tool
  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 Nonprofits T4T: Social Media as a Fundraising4/12/12 53 Tool
  54. 54. Online Resources• Socialbrite.com• Mashable.com• Nonprofit Technology Network (NTEN)• Nonprofit Alltop• Beth Kanter: http://beth.typepad.com/• Social Media Plan Outline: www.ideaencore.com• www.delicious.com/coloradononprofithelpdesk• A. Fine Blog• frogloop T4T: Social Media as a Fundraising4/12/12 54 Tool
  55. 55. THANK YOU! For questions or more information… www.edaconsultingcafe.org/blog Emily Davis, MNM http://twitter.com/edaconsulting EDA Consulting LLC Boulder, CO www.facebook.com/edaconsulting (303) 652-7536 emily@edaconsulting.org http://www.linkedin.com/in/edacons www.edaconsulting.org ulting T4T: Social Media as a Fundraising4/12/12 55 Tool

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