Reach your current supportersReach new supportersNetworking Be seen as an expertAdvocacyActivismPetitionsMulti-channel communicationsNeed to connect to fundraising, programs, board development
It used to be simpler because there were fewer strategies to engage donors; now we have so many options due to social media that there needs to be more strategy.
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 3096% of Millenieals belong to a social network
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.
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.
Build into current plansHave personal experience using itJust like any other fundraising toolAsk knowledgeable staff to partner with staff new to web 2.0 toolsEase fears and build confidenceStart slowly: blogging and social networkingEveryone can participate
What are your existing plans?Current cultivation and stewardship strategies?
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 informationUse resources like Feed Burner, Feed Blitz and Google analyticsSome 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)
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, generating over 300 million tweets and handling over 1.6 billion search queries per day. It has been described as "the SMS of the Internet."
What are you focusing on?What are you doing right now?
Twitter isn’t the point, it’s about relationships and people give to peopleBuild your community of supporters firstBe clear about your funding request and its impactBe enthusiastic to create viral recommendationsWho 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 oneDon’t over ask and over plan – know that your message could go viral and will be in the hands of othersRecognize your donors and volunteers onlineProvide online status reportsProvide relationships into the future… don’t let your message and fund raising end after your Twitter campaignEvaluate and revise for next campaign
People are more likely to donate to a project rather than just general operatingCauses 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 CausesWhy 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
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 siteSierra Club: Give hints and tips, answer your questions, inside scoop on news and politics, expert blogs
T4 t social media as a fundraising tool 3.19.13
SOCIAL MEDIA AS AFUNDRAISING TOOL March14, 2013Emily Davis, MNM, CGT EDA Consulting LLC
SOCIAL MEDIA PARTICIPATIONTwitter: @edaconsultingHashtags: #fundraising #socialmedia #nonprofit #philanthropy #nextgendonorsFacebook Page: /www.facebook.com/emilydavisconsultingKaylie will be taking photos and video.3/19/13 emilydavisconsulting.com 2
THE POWER OF SOCIAL MEDIA3/19/13 emilydavisconsulting.com 3
30 Second ChallengeYour name, organization, title/roleOne fundraising successOne question about using social media for fundraising3/19/13 emilydavisconsulting.com 4
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.”3/19/13 (Fine and Kanter, 2010) emilydavisconsulting.com 5
WHAT ARE YOU SCARED OF?3/19/13 emilydavisconsulting.com 6
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 Transparency3/19/13 emilydavisconsulting.com 7
Additional tool Recruitment, cultivatio n, STEWARDSHIP Build relationships Tell your story Transparency Get feedback Cost effective & green Quick & easy!3/19/13 emilydavisconsulting.com 8
TEN TIPS FOR USING SOCIAL MEDIA3/19/13 emilydavisconsulting.com 9
1. OUR COMMUNICATIONS TOOLBOX Every generation teaches us new technology… adapt or die! Traditionalists Boomers Postal Mail Generation X Phone calls Television Millenials (Gen Y) Facebook Websites Email Generation Z E- Social newsletters Media ??? Email Websites Mobile2/12/13 emilydavisconsulting.com 10
“This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telep hones, 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 Internet2/12/13 emilydavisconsulting.com 11
2. SOCIAL MEDIA IS A PLANT3/19/13 emilydavisconsulting.com 12
4. TWO – WAY STREET3/19/13 emilydavisconsulting.com 14
5. PROSPECTING, CULTIVATION & STEWARDSHIP 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!3/19/13 emilydavisconsulting.com 15
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 database2/12/13 emilydavisconsulting.com 16
6. THE NEXT GENERATION3/19/13 emilydavisconsulting.com 17
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.”3/19/13 emilydavisconsulting.com - 18 ePhilanthropyFoundation.
8. NOT EVERYONE “DIGGS” SOCIAL MEDIA3/19/13 emilydavisconsulting.com 19
9. INVESTING IN SOCIAL MEDIA3/19/13 emilydavisconsulting.com 20
10. HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation3/19/13 emilydavisconsulting.com 21
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 content3/19/13 emilydavisconsulting.com 24
BLOGGING STATS FOR FUNDRAISERS12 million Americans Spend online 6% blog more than averageOver half of Internet user Americans read blogs Incomes greater than11% blog readers are $75,000 more likely to 55% more visitors purchase online then 97% more links to the average Internet website – drives user traffic & SEO3/19/13 emilydavisconsulting.com 25
SAMPLE BLOG TOPICSOrganizational announcementsProgram and organizational successesNews and resources related to organizational mission – ask permission!Volunteer/board/client spotlightsVideos and interviewsCall for support – donations, volunteers, board recruitmentGuest opinions3/19/13 emilydavisconsulting.com 26
WHAT IS TWITTER?MicrobloggingReal time access to infoSuccinct communication (140 characters)BrandingMarketing & outreachEducationOnline communityDonor engagement3/19/13 emilydavisconsulting.com 27
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 Pictures3/19/13 emilydavisconsulting.com 28
TWEETRAISINGTwestival: Raised $250,000 for charity: water (2009)Tweetsgiving: $11,000 in 48 hoursTwollarsTweet4GoodChallengesMatching gifts3/19/13 emilydavisconsulting.com 29
FACEBOOK PAGESFans instead of Content shows up on Friends fans’ wallsPage = Business Recommended for profile businesses, npos, celShare – badges, thru ebrities, brands profile wall Purchase ads forApplications (i.e. promotion Twitter) Become a fan of otherEvent creation pages3/19/13 emilydavisconsulting.com 31
FACEBOOK CAUSE46% increase in online giving between 2008 & 2009Nonprofits have raised $26 million Specific calls to action using Causes Project-basedCauses can now campaigns publish to news feeds Peer-to-peerPortal to your website fundraising (birthdays)3/19/13 emilydavisconsulting.com 32
WHY USE LINKEDIN?Groups provide Provide information resources (give across networks and receive) EducationLearn from others Access newBuild a network audiences easily Ask and listen to what people are talkingRecruit people aboutShare links & ideas Promote your mission quickly Hone your messaging Low-cost/ FREE!3/19/13 emilydavisconsulting.com 35
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.3/19/13 emilydavisconsulting.com 37
PLEASE DON’TONLY ask for moneySpeak at your followersIgnore stakeholder inputMake it hard to participateStray from or ignore your plan3/19/13 emilydavisconsulting.com 38
5 THINGS TO DO TODAY1. Make a plan2. Watch other orgs3. Attend trainings & ask for support4. Invite participation5. Support new ideas2/12/13 emilydavisconsulting.com 39
SOCIAL MEDIA EXAMPLESChristopher & Dana Livestrong Reeve Foundation FoundationSierra Club Others?3/19/13 emilydavisconsulting.com 40
PRINT RESOURCESFundraising and the Next GenerationThe Networked NonprofitMeasuring the Networked NonprofitI’m on Facebook, Now What?I’m on LinkedIn, Now What?Mobilizing Youth 2.0The Complete Facebook Guide for Small NonprofitsTwitter Jump Start: The Complete Guide for Small Nonprofits3/19/13 emilydavisconsulting.com 42
ONLINE RESOURCESSocialbrite.comIdealWareMashable.comNonprofit Technology Network (NTEN)Alltop NonprofitBeth Kanter: http://beth.typepad.com/Social Media Plan Outline: www.ideaencore.comwww.delicious.com/coloradononprofithelp deskA. Fine Blogfrogloop3/19/13 emilydavisconsulting.com 43