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Social Media as a Fundraising Tool 4.12.11


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The use of social media as a communications and fundraising tool is becoming more and more common in the nonprofit community, but does your organization have a clear understanding of and plan for how social media can be used to raise funds?

In this revealing and interactive workshop we will: 1) Investigate options for using social media as a fundraising tool. 2) Identify strategies and tools for your organization to raise money online. 3) Learn how to steward current donors through social media. 4) Identify and engage online organizational ambassadors who can connect your cause to new supporters. 5) Create a social media plan for your organization.

Online communications can be an effective and useful tool for stakeholder and donor recruitment and stewardship, but without a plan communications can be jumbled and inconsistent making it a wasted effort. Join us for this unique opportunity to develop your social media efforts to raise more money online.

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Social Media as a Fundraising Tool 4.12.11

  1. 1. Social Media as a Fundraising Tool Front Range Source April 12, 2011 Emily Davis
  2. 2. The Power of Social Media 4/12/2011 Front Range Source
  3. 3. Overview <ul><li>Introductions </li></ul><ul><li>Your name and role/title </li></ul><ul><li>Experience with social media </li></ul><ul><li>Expectations or questions </li></ul><ul><li>What part of fundraising takes up the most time for you? </li></ul>4/12/2011 Front Range Source
  4. 4. What are your fears? 4/12/2011 Front Range Source
  5. 5. Why Social Media in Fundraising? <ul><li>The Generations </li></ul><ul><li>The Evolution of Fundraising </li></ul>4/12/2011 Front Range Source
  6. 6. Giving Pyramid Remains the Same 4/12/2011 Front Range Source
  7. 7. Benefits to Social Media <ul><li>Donor recruitment, cultivation, & STEWARDSHIP </li></ul><ul><li>Build relationships </li></ul><ul><li>Viral recommendations </li></ul><ul><li>Leverage networks </li></ul><ul><li>Get feedback </li></ul><ul><li>Cost effective & green </li></ul><ul><li>Communicate your cause: </li></ul><ul><ul><li>Tell your story </li></ul></ul><ul><ul><li>Bring people to the inner circle </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Test ideas </li></ul></ul><ul><ul><li>It’s where the next gen IS! </li></ul></ul>4/12/2011 Front Range Source
  8. 8. Cons to Using Social Media <ul><li>Loss of control </li></ul><ul><li>Time investment </li></ul><ul><li>New communication structure </li></ul><ul><li>Engagement – internal & external </li></ul><ul><li>Transparency </li></ul>4/12/2011 Front Range Source
  9. 9. How many of your orgs are using… 4/12/2011 Front Range Source
  10. 10. <ul><li>News alerts </li></ul><ul><li>Reader </li></ul><ul><li>Analytics </li></ul><ul><li>Nonprofits </li></ul><ul><li>Grants </li></ul><ul><li>Documents </li></ul><ul><li>Documents </li></ul><ul><li>Sites </li></ul><ul><li>Blogger </li></ul><ul><li>Maps </li></ul><ul><li>Earth </li></ul>4/12/2011 Front Range Source
  11. 11. Other Social Media <ul><li>Bookmarks </li></ul><ul><li>Videos, Photos, Presentations </li></ul><ul><li>Geolocation </li></ul><ul><li>Wikis Ning RSS </li></ul>4/12/2011 Front Range Source
  12. 12. Questions 4/12/2011 Front Range Source
  13. 13. TEN TIPS FOR USING SOCIAL MEDIA 4/12/2011 Front Range Source
  14. 14. 1. Social media is A tool not THE tool 4/12/2011 Front Range Source
  15. 15. 2. Social Media is a Plant 4/12/2011 Front Range Source
  16. 16. 3. Adding Value 4/12/2011 Front Range Source
  17. 17. 4. Two – Way Street 4/12/2011 Front Range Source
  18. 18. 5. Prospecting, Cultivation, & Stewardship 4/12/2011 Front Range Source
  19. 19. 6. The Next Generation of Donors 4/12/2011 Front Range Source
  20. 20. 7. It Ain ’t Free <ul><li>“ 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.” </li></ul><ul><li>- </li></ul>4/12/2011 Front Range Source
  21. 21. 8. Not Everyone “Diggs” Social Media 4/12/2011 Front Range Source
  22. 22. 9. Selling Social Media 4/12/2011 Front Range Source
  23. 23. 10. Have a Plan 4/12/2011 Front Range Source
  24. 24. Questions? 4/12/2011 Front Range Source
  25. 25. Facebook, Blogging, Twitter, & Linkedin 4/12/2011 Front Range Source
  26. 26. <ul><li>Profile = Individual </li></ul><ul><li>Personal – for people, not businesses </li></ul><ul><li>Friends, not Fans or Members </li></ul><ul><li>No promotional ads </li></ul>Facebook Profile 4/12/2011 Front Range Source
  27. 27. Facebook Groups <ul><li>Join a group </li></ul><ul><li>Various membership/privacy levels </li></ul><ul><li>You can list officers </li></ul><ul><li>Similar to organizational clubs </li></ul><ul><li>5,000 member limit </li></ul><ul><li>Content comes from an individual </li></ul>4/12/2011 Front Range Source
  28. 28. Facebook Pages <ul><li>Fans instead of Friends </li></ul><ul><li>Page = Business profile </li></ul><ul><li>Share – badges, thru profile wall </li></ul><ul><li>Applications (i.e. Twitter) </li></ul><ul><li>Event creation </li></ul><ul><li>Content shows up in fans’ walls </li></ul><ul><li>Recommended for businesses, npos, celebrities, brands </li></ul><ul><li>Purchase ads for promotion </li></ul><ul><li>Become a fan of other pages </li></ul>4/12/2011 Front Range Source
  29. 29. HSC Facebook Page 4/12/2011 Front Range Source
  30. 30. Facebook Cause <ul><li>46% increase in online giving between 2008 & 2009 </li></ul><ul><li>Nonprofits have raised $26 million using Causes </li></ul><ul><li>Causes can now publish to news feeds </li></ul><ul><li>Portal to your website </li></ul><ul><li>Specific calls to action </li></ul><ul><li>Project-based campaigns </li></ul><ul><li>Peer-to-peer fundraising (birthdays) </li></ul>4/12/2011 Front Range Source
  31. 31. HSC Facebook Cause 4/12/2011 Front Range Source
  32. 32. <ul><li>“ Starting an organizational blog is one of the fastest routes for telling the story of…your cause, demonstrating expertise in your field, and engaging supporters in conversation.” </li></ul><ul><li>- Ben Rigby, Mobilizing Generation 2.0 </li></ul>4/12/2011 Front Range Source
  33. 33. Blogging Stats for Fundraisers <ul><li>12 million Americans blog </li></ul><ul><li>Over half of Americans read blogs </li></ul><ul><li>11% more likely to purchase online then the average Internet user </li></ul><ul><li>Make more purchases online </li></ul><ul><li>Online 6% more than average Internet user </li></ul><ul><li>Incomes greater than $75,000 </li></ul><ul><li>55% more visitors </li></ul><ul><li>97% more links to website – drives traffic & SEO </li></ul>4/12/2011 Front Range Source
  34. 34. Why is a blog useful? <ul><li>Face & voice to campaigns </li></ul><ul><li>Share org news </li></ul><ul><li>Build community </li></ul><ul><li>Tell your story </li></ul><ul><li>Personal connection </li></ul><ul><li>Deepen relationships </li></ul><ul><li>Share opinions & personalize work </li></ul><ul><li>Organizational history online </li></ul><ul><li>Internal, organizational communications </li></ul>4/12/2011 Front Range Source
  35. 35. Starting a Blog <ul><li>Post History </li></ul><ul><li>Comments/Reactions </li></ul><ul><li>Clarify your goals and objectives </li></ul><ul><li>Free blogging software: Wordpress, Blogspot </li></ul><ul><li>Select layout, logo, etc. </li></ul><ul><li>Widgets & Badges </li></ul>4/12/2011 Front Range Source
  36. 36. Blog Best Practices <ul><li>Plan and be consistent </li></ul><ul><li>Two-way communication </li></ul><ul><li>Everyone participates </li></ul><ul><li>Network within the blogging community </li></ul><ul><li>Let go of some control </li></ul><ul><li>Promote your blog </li></ul><ul><li>Cross communicate </li></ul>4/12/2011 Front Range Source
  37. 37. Please don’t… <ul><li>Be inauthentic </li></ul><ul><li>Always ask for money </li></ul><ul><li>Hierarchical/ corporate </li></ul><ul><li>Have one-way conversation at your readers </li></ul><ul><li>Ignore staff, board, & volunteer input </li></ul><ul><li>Make participation inaccessible </li></ul><ul><li>Get boring </li></ul><ul><li>Stray from your plan </li></ul>4/12/2011 Front Range Source
  38. 38. Measurement <ul><li>Track participation </li></ul><ul><li>Keywords and SEO </li></ul><ul><li>Tags </li></ul><ul><li>Sharing across other social media </li></ul><ul><li>Subscription (email, RSS) </li></ul><ul><li>Google Analytics </li></ul><ul><li>Hyperlink keywords </li></ul><ul><li>SEO </li></ul>4/12/2011 Front Range Source
  39. 39. Twitter <ul><li>4 billion tweets in first quarter of 2010 </li></ul><ul><li>Follow people and followers </li></ul><ul><li>Tweet 5 – 20 times per day. </li></ul><ul><li>Retweet (RT) and Direct Message (DM) </li></ul><ul><li>Succinct way to communicate (140 characters) </li></ul><ul><li>More branding and marketing </li></ul><ul><li>Share info with people beyond your inner circle </li></ul>4/12/2011 Front Range Source
  40. 40. Find, Follow, and Share 4/12/2011 Front Range Source
  41. 41. More on Tweeting <ul><li>Management </li></ul><ul><li>Tools </li></ul><ul><li>Get listed (i.e. Twibes) </li></ul><ul><li>Link to other social media </li></ul><ul><li>Hashtags – find tweets (i.e. #hemophilia) </li></ul><ul><li>Measurement:, followers, RTs </li></ul>4/12/2011 Front Range Source
  42. 42. Tweetraising <ul><li>Twestival: Raised $250,000 for charity: water (2009) </li></ul><ul><li>Tweetsgiving: $11,000 in 48 hours </li></ul><ul><li>Twollars </li></ul><ul><li>Tweet4Good </li></ul><ul><li>Challenges </li></ul><ul><li>Matching gifts </li></ul>4/12/2011 Front Range Source
  43. 43. LinkedIn <ul><li>Great for recruiters </li></ul><ul><li>Place your resume & professional information </li></ul><ul><li>Recommendations </li></ul><ul><li>Link profile with Twitter </li></ul><ul><li>Create group? </li></ul>4/12/2011 Front Range Source
  44. 44. Profile & Recommendations 4/12/2011 Front Range Source
  45. 45. LinkedIn Groups <ul><li>Similar to Facebook </li></ul><ul><li>Create subgroups </li></ul><ul><li>Create discussion topics </li></ul><ul><li>Share news links </li></ul><ul><li>Ask questions </li></ul><ul><li>Share organizational news </li></ul>4/12/2011 Front Range Source
  46. 46. Understanding Social Networks <ul><li>“ 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) </li></ul>4/12/2011 Front Range Source
  47. 47. And now we plan… 4/12/2011 Front Range Source
  48. 48. Creating a Social Media Plan 4/12/2011 Front Range Source
  49. 49. Step 1: Identify Purpose <ul><li>Steward & cultivate current supporters </li></ul><ul><li>Attract new supporters </li></ul><ul><li>Tomorrow’s donors today </li></ul><ul><li>Position your org as an expert </li></ul><ul><li>Promote brand, programs, events </li></ul><ul><li>Share your story </li></ul>4/12/2011 Front Range Source
  50. 50. Step 2: Goal & Objectives <ul><li>Raise money! How much? </li></ul><ul><li>Bring in new prospects - How many? </li></ul><ul><li>Share ideas from your org – which ones? </li></ul><ul><li>Get feedback </li></ul><ul><li>Promote programs & events </li></ul><ul><li>Build relationships </li></ul>4/12/2011 Front Range Source
  51. 51. Step 3: Tools & Strategies <ul><li>Blog </li></ul><ul><ul><li>How often will you blog? </li></ul></ul><ul><ul><li>What will you blog about? </li></ul></ul><ul><ul><li>Who will blog? </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>How often will you tweet? </li></ul></ul><ul><ul><li>What will you tweet about? </li></ul></ul><ul><ul><li>How will you track? </li></ul></ul><ul><ul><li>Who will you follow? </li></ul></ul><ul><ul><li>Who will tweet? </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Profile/Group/Page/Cause </li></ul></ul><ul><ul><li>Who will manage? </li></ul></ul><ul><ul><li>Facebook Ads? </li></ul></ul><ul><ul><li>Will you link to Twitter? Ping? </li></ul></ul><ul><li>Other social media </li></ul><ul><ul><li>What? </li></ul></ul><ul><ul><li>Why? </li></ul></ul><ul><ul><li>How? </li></ul></ul><ul><ul><li>When? </li></ul></ul>4/12/2011 Front Range Source
  52. 52. Step 4: Implementation <ul><li>Management </li></ul><ul><li>Contributors </li></ul><ul><li>Story telling </li></ul><ul><li>Ask questions </li></ul><ul><li>Solicit dialogue </li></ul><ul><li>Ask for money </li></ul><ul><li>Ask for participation </li></ul>4/12/2011 Front Range Source
  53. 53. Insurance <ul><li>Set the roles internally & externally </li></ul><ul><li>Purpose – connect to mission </li></ul><ul><li>Who can use what </li></ul><ul><li>User guidelines </li></ul><ul><li>Consequences for violation(s) </li></ul>4/12/2011 Front Range Source
  54. 54. Step 5: Evaluation & Measurement <ul><li>Quantitative & qualitative </li></ul><ul><li>Start with baseline </li></ul><ul><li>Website hits </li></ul><ul><li>Hashtags </li></ul><ul><li>Link shortening & tracking </li></ul><ul><li>Facebook: engage, re-post, recruit, ads </li></ul><ul><li>Feedburner/ Feedblitz </li></ul><ul><li>Care2 ROI calculator </li></ul>4/12/2011 Front Range Source
  55. 55. Social Media Examples 4/12/2011 Front Range Source
  56. 56. Questions 4/12/2011 Front Range Source
  57. 57. Print Resources <ul><li>The Networked Nonprofit </li></ul><ul><li>I ’m on Facebook, Now What? </li></ul><ul><li>I ’m on LinkedIn, Now What? </li></ul><ul><li>Mobilizing Youth 2.0 </li></ul><ul><li>The Complete Facebook Guide for Small Nonprofits </li></ul><ul><li>Twitter Jump Start: The Complete Guide for Small Nonprofits </li></ul>4/12/2011 Front Range Source
  58. 58. Online Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li>Nonprofit Technology Network (NTEN) </li></ul><ul><li>Nonprofit Alltop </li></ul><ul><li>Beth Kanter: </li></ul><ul><li>Social Media Plan Outline: </li></ul><ul><li> </li></ul><ul><li>A. Fine Blog </li></ul><ul><li>frogloop </li></ul>4/12/2011 Front Range Source
  59. 59. THANK YOU! <ul><li>For questions or more information… </li></ul><ul><li>Emily Davis, MNM </li></ul><ul><li>EDA Consulting </li></ul><ul><li>Boulder, CO </li></ul><ul><li>(303) 652-7536 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>4/12/2011 Front Range Source