T4 t social media as a fundraising tool 3.19.13


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Social Media as a Fundraising Tool for Teaming for Technology Colorado March 2013

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  • Use strategy to build from where you are.
  • 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,[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]
  • 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

    1. 1. SOCIAL MEDIA AS AFUNDRAISING TOOL March14, 2013Emily Davis, MNM, CGT EDA Consulting LLC
    2. 2. SOCIAL MEDIA PARTICIPATIONTwitter: @edaconsultingHashtags: #fundraising #socialmedia #nonprofit #philanthropy #nextgendonorsFacebook Page: /www.facebook.com/emilydavisconsultingKaylie will be taking photos and video.3/19/13 emilydavisconsulting.com 2
    3. 3. THE POWER OF SOCIAL MEDIA3/19/13 emilydavisconsulting.com 3
    4. 4. 30 Second ChallengeYour name, organization, title/roleOne fundraising successOne question about using social media for fundraising3/19/13 emilydavisconsulting.com 4
    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.”3/19/13 (Fine and Kanter, 2010) emilydavisconsulting.com 5
    6. 6. WHAT ARE YOU SCARED OF?3/19/13 emilydavisconsulting.com 6
    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  Transparency3/19/13 emilydavisconsulting.com 7
    8. 8. 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
    9. 9. TEN TIPS FOR USING SOCIAL MEDIA3/19/13 emilydavisconsulting.com 9
    10. 10. 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
    11. 11. “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
    12. 12. 2. SOCIAL MEDIA IS A PLANT3/19/13 emilydavisconsulting.com 12
    13. 13. 3. ADD VALUE3/19/13 emilydavisconsulting.com 13
    14. 14. 4. TWO – WAY STREET3/19/13 emilydavisconsulting.com 14
    15. 15. 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
    16. 16. 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
    17. 17. 6. THE NEXT GENERATION3/19/13 emilydavisconsulting.com 17
    18. 18. 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.
    19. 19. 8. NOT EVERYONE “DIGGS” SOCIAL MEDIA3/19/13 emilydavisconsulting.com 19
    20. 20. 9. INVESTING IN SOCIAL MEDIA3/19/13 emilydavisconsulting.com 20
    21. 21. 10. HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation3/19/13 emilydavisconsulting.com 21
    22. 22. QUESTIONS3/19/13 emilydavisconsulting.com 22
    23. 23. BLOGGING, TWITTER, FACEBOOK & LINKEDIN3/19/13 emilydavisconsulting.com 23
    24. 24. 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
    25. 25. BLOGGING STATS FOR FUNDRAISERS12 million Americans Spend online 6% blog more than averageOver half of Internet user Americans read blogs Incomes greater than11% 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
    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 opinions3/19/13 emilydavisconsulting.com 26
    27. 27. WHAT IS TWITTER?MicrobloggingReal time access to infoSuccinct communication (140 characters)BrandingMarketing & outreachEducationOnline communityDonor engagement3/19/13 emilydavisconsulting.com 27
    28. 28. 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
    29. 29. TWEETRAISINGTwestival: Raised $250,000 for charity: water (2009)Tweetsgiving: $11,000 in 48 hoursTwollarsTweet4GoodChallengesMatching gifts3/19/13 emilydavisconsulting.com 29
    30. 30. 3/19/13 emilydavisconsulting.com 30
    31. 31. FACEBOOK PAGESFans instead of Content shows up on Friends fans’ wallsPage = Business Recommended for profile businesses, npos, celShare – badges, thru ebrities, brands profile wall Purchase ads forApplications (i.e. promotion Twitter) Become a fan of otherEvent creation pages3/19/13 emilydavisconsulting.com 31
    32. 32. FACEBOOK CAUSE46% increase in online giving between 2008 & 2009Nonprofits have raised $26 million Specific calls to action using Causes Project-basedCauses can now campaigns publish to news feeds Peer-to-peerPortal to your website fundraising (birthdays)3/19/13 emilydavisconsulting.com 32
    33. 33. FACEBOOK CAUSEHow to…http://www.youtube.com/watch?v=G mLwBNEqmcghttp://www.fundraising123.org/article/ starting-cause-facebook3/19/13 emilydavisconsulting.com 33
    34. 34. 3/19/13 emilydavisconsulting.com 34
    35. 35. WHY USE LINKEDIN?Groups provide Provide information resources (give across networks and receive) EducationLearn from others Access newBuild a network audiences easily Ask and listen to what people are talkingRecruit people aboutShare links & ideas Promote your mission quickly Hone your messaging Low-cost/ FREE!3/19/13 emilydavisconsulting.com 35
    36. 36. LINKEDIN GROUPSSimilar to FacebookCreate subgroupsCreate discussion topicsShare news linksAsk questionsShare organizational3/19/13 emilydavisconsulting.com 36
    37. 37.  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
    38. 38. PLEASE DON’TONLY ask for moneySpeak at your followersIgnore stakeholder inputMake it hard to participateStray from or ignore your plan3/19/13 emilydavisconsulting.com 38
    39. 39. 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
    40. 40. SOCIAL MEDIA EXAMPLESChristopher & Dana Livestrong Reeve Foundation FoundationSierra Club Others?3/19/13 emilydavisconsulting.com 40
    41. 41. QUESTIONS3/19/13 emilydavisconsulting.com 41
    42. 42. 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 Nonprofits3/19/13 emilydavisconsulting.com 42
    43. 43. ONLINE RESOURCESSocialbrite.comIdealWareMashable.comNonprofit Technology Network (NTEN)Alltop NonprofitBeth Kanter: http://beth.typepad.com/Social Media Plan Outline: www.ideaencore.comwww.delicious.com/coloradononprofithelp deskA. Fine Blogfrogloop3/19/13 emilydavisconsulting.com 43
    44. 44. QUESTIONS & THANK YOU! Emily Davis, MNM EDA Consulting LLC (720) 515-0581 emily@emilydavisconsulting.com emilydavisconsulting.com emilydavisconsulting.com/blog www.Facebook.com/edanpocons ulting Twitter: @edaconsulting3/19/13 emilydavisconsulting.com 44