Social Media as a Fundraising Tool (VFRI)


Published on

Presented for Virginia Fundraising Institute

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • What are you focusing on?What are you doing right now?
  • Social Media as a Fundraising Tool (VFRI)

    1. 1. SOCIAL MEDIA AS A FUNDRAISING TOOL Emily Davis, MNM, CGT EDA Consulting LLC @edaconsulting #nextgendonors
    2. 2. TURN ON YOUR TECH Follow the conversation… @edaconsulting #nextgendonors #fundraising #philanthropy #socialmedia #nonprofit 7/19/13
    3. 3. THE POWER OF SOCIAL MEDIA 7/19/13
    4. 4. 30 Second Challenge  Your name, organization, title/role  One fundraising success  One question about using social media for fundraising 7/19/13
    5. 5. 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)7/19/13
    6. 6. WHAT ARE YOU SCARED OF? 7/19/13
    7. 7. WHAT STINKS ABOUT 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 7/19/13
    8. 8. Additional tool Recruitment, cultivation, STEWARDSHIP Build relationships Tell your story Transparency Get feedback Cost effective & green Quick & easy! 7/19/13
    9. 9. SOCIAL MEDIA LIFECYCLE 7/19/13
    10. 10. CRAWL CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS  Not using social media consistently  Resistant to change  Struggle with control  Need basic marketing plan (i.e. branding, print materials, online outreach, etc.)  Leadership-driven change in culture to adopt online engagement 1. Develop communications strategy (audience, goals & objectives, etc.) 1. Listen & develop online presences 1. Leadership initiated discussion about engagement 7/19/13
    11. 11. WALK CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS  Using 1 or more social media platforms, but not consistently  Online presence connected to marketing goals  Learn & use best practices  Focus on 1 – 2 social media platforms  Need to link to campaign, program(s), objective(s)  Need to link goals, objectives, and activities  Need to identify audiences  Collect data for measurement 1. Low-risk pilot program to demonstrate ROI 1. Build implementation capacity internally 1. Create/revise social media policy 1. Integrate and document measurement data 7/19/13
    12. 12. RUN CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS  Strategic use of multiple social media tools  Part time or full time staff for digital communications  Board using social media in governance  Social media usage integrated throughout org  Has developed relationships & technology integration  Need more sophisticated measurement tools  Find ways to increase more involvement from staff across the organization 1. Social media staff trains & coaches other org staff 1. Research more sophisticated measurement data, tools, and processes 1. Evaluate, revise strategies 1. Share success stories with other orgs 7/19/13
    13. 13. FLY CHARACTERISTICS  Embracing culture of learning  Use social media data to help the leadership guide decisions  Demonstrate clear and compelling results  Networked with other organizations showing similar success  Internalized social media communication best practices including:  Strategy  Implementation  Integration  Evaluation 7/19/13
    15. 15. 1. OUR COMMUNICATIONS TOOLBOX Traditionalists Postal Mail Phone calls Boomers Television Facebook Email Generation X Websites E- newsletters Email Millenials (Gen Y) Social Media Websites Mobile Generation Z ??? Every generation teaches us new technology… adapt or die! emilydavisconsulting.com7/19/13
    16. 16. “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 7/19/13
    17. 17. 2. SOCIAL MEDIA IS A PLANT 7/19/13
    18. 18. 3. ADD VALUE 7/19/13
    19. 19. 4. TWO – WAY STREET 7/19/13
    20. 20. NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal relationships Committee and board involvement PLANNED GIFTS Personal relationships & involvement Could be anyone! 5. PROSPECTING, CULTIVATION & STEWARDSHIP 7/19/13
    21. 21. RELATIONSHIPS DON’T CHANGE • Cultivate, steward, and solicit • Recognize • Multi-channel communications • Meet one-on-one • Develop ambassadors • Use social media as stewardship, not for solicitation • Effective database 7/19/13
    22. 22. 6. THE NEXT GENERATION 7/19/13
    23. 23. 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. 7/19/13
    24. 24. 8. NOT EVERYONE “DIGGS” SOCIAL MEDIA 7/19/13
    25. 25. 9. INVESTING IN SOCIAL MEDIA 7/19/13
    26. 26. 10. HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation 7/19/13
    27. 27. QUESTIONS 7/19/13
    29. 29. 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 7/19/13
    30. 30. BLOGGING STATS FOR FUNDRAISERS 12 million Americans blog Over half of Americans read blogs 11% blog readers are more likely to purchase online then the average Internet user Spend online 6% more than average Internet user Incomes greater than $75,000 55% more visitors 97% more links to website – drives traffic & SEO 7/19/13
    31. 31. 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 7/19/13
    32. 32. WHAT IS TWITTER? Microblogging Real time access to info Succinct communication (140 characters) Branding Marketing & outreach Education Online community Donor engagement 7/19/13
    33. 33. 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 Pictures 7/19/13
    34. 34. TWEETRAISING Twestival: Raised $250,000 for charity: water (2009) Tweetsgiving: $11,000 in 48 hours Twollars Tweet4Good Challenges Matching gifts 7/19/13
    35. 35. 7/19/13
    36. 36. FACEBOOK PAGES Fans instead of Friends Page = Business profile Share – badges, thru profile wall Applications (i.e. Twitter) Event creation Content shows up on fans’ walls Recommended for businesses, npos, cel ebrities, brands Purchase ads for promotion Become a fan of other pages 7/19/13
    37. 37. FACEBOOK CAUSE 46% increase in online giving between 2008 & 2009 Nonprofits have raised $26 million using Causes Causes can now publish to news feeds Portal to your website Specific calls to action Project-based campaigns Peer-to-peer fundraising (birthdays) 7/19/13
    38. 38. FACEBOOK CAUSE How to…  mLwBNEqmcg  starting-cause-facebook 7/19/13
    39. 39. 7/19/13
    40. 40. WHY USE LINKEDIN? Groups provide resources (give and receive) Learn from others Build a network easily Recruit people Share links & ideas quickly Provide information across networks Education Access new audiences Ask and listen to what people are talking about Promote your mission Hone your messaging Low-cost/ FREE! 7/19/13
    41. 41. LINKEDIN GROUPS Similar to Facebook Create subgroups Create discussion topics Share news links Ask questions Share organizational7/19/13
    42. 42.  There is NO judgment about where your organization falls on the spectrum. Social media is a process!  Social media is as much art as it is science.  Social media is always evolving – emerging technology is always changing as is our learning.  Ten Tips to Using Social Media are a foundation for any social media. 7/19/13
    43. 43. PLEASE DON’T ONLY ask for money Speak at your followers Ignore stakeholder input Make it hard to participate Stray from or ignore your plan 7/19/13
    44. 44. 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 7/19/13
    45. 45. SOCIAL MEDIA EXAMPLES Christopher & Dana Reeve Foundation Sierra Club Livestrong Foundation Others? 7/19/13
    46. 46. PRINT RESOURCES Fundraising and the Next Generation The Networked Nonprofit Measuring the Networked Nonprofit 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 7/19/13
    47. 47. ONLINE RESOURCES  IdealWare  Nonprofit Technology Network (NTEN) Alltop Nonprofit Beth Kanter: Social Media Plan Outline:  k A. Fine Blog frogloop 7/19/13
    48. 48. emilydavisconsulting.com7/19/13
    49. 49. Emily Davis, MNM EDA Consulting LLC (720) 515-0581 WHO Nonprofits & Philanthropy WHAT Communications Governance Philanthropy HOW Speaking Training Consulting ng 7/19/13