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Social Media for Fundraising: Using Small Wins to Grown Social Media Revenue


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Ever heard it said "there’s no ‘$’ in social media. Just a plain old letter ‘s’?" Many organizations have found that a strong social media presence has not yet translated directly into significant fundraising revenue.

Shoni Field will share the BC SPCA’s experiences using a ‘small wins’ approach to growing their social media sourced revenue.

Using case studies that reference some of the BC SPCAs successful online campaigns including BC SPCA Medical Emergency, Second Chance Holiday Campaign, Calendar Contest and National Cupcake Days she’ll explore:

• Whether a shifting emphasis from transactional to relational fundraising fits better with the social media psyche.

• How we move social media supporters out of their silo.

• What role virtual peer2peer models can play in growing social media sourced revenue.


Shoni Field
As Director of Fundraising Innovation at the BC SPCA, Shoni Field explores dynamic opportunities in micro-campaign and peer-to-peer fundraising that deeply engages their support base. Shoni has eighteen years of experience in direct response fundraising. She has worked with a range of non-profits including The Pembina Institute, Imagine1Day, EcoJustice, The Arthritis Society and the B.C. Cancer Agency.

Published in: Government & Nonprofit
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Social Media for Fundraising: Using Small Wins to Grown Social Media Revenue

  1. 1. Using small wins to grow social media revenue Shoni Field – Director, Fundraising Operations and Innovation - BC SPCA
  2. 2.  Online (passive) revenue was climbing but ‘spontaneous’ 2nd gift rate was low.  Online solicitations (active) were underperforming, contributing to low 2nd gift rate, and had no mechanism to bring in new donors.
  3. 3.  Despite high engagement only 4.2% of our 35,000 likes on Facebook were donors.  Had some success driving delayed revenue through event registration, both actual and virtual, but responses to solicitations were low (ranging from 0-3% of donors)
  4. 4.  Microsite with: • Goal thermometer • Leader board • Peer to peer capacity • Social sharing
  5. 5.  E-blast series over campaign (5-6 weeks): • Supporter list: 5-6 emails • Peer to peer fundraisers: +2-3 coaching emails • Donors: +1 (request to share)
  6. 6.  Multi vehicle promotions: • Physical: posters, sandwich board etc. • Social media: Facebook cover photo, Facebook/twitter posts • Other online: website banner, email signature, e-newsletter, online ads(?) • Earned media • Direct Mail tie in (on occasion)
  7. 7. Dec. '11 Dec. '12 Dec. '13 Increase Total Raised $ 3,715.00 $ 38,436.00 $ 78,055.00 2001% Average Gift $ 69.00 $ 98.00 $ 187.00 171% Visitors 1850 4622 4821 161% Donors 54 392 660 1122% Total New Donors 5 102 190 3700% Saw huge revenue increase by: • Making peer to peer the 1st ask • Providing a ‘home’, with a goal
  8. 8. People will give via FB when a personal connection is made. 22% of gifts came from Facebook Increased by Revenue 49% Entrants ($100+) 34% Avg. Donation 12% Avg. Raised/per entrant 10% # donors 43%
  9. 9. People will give to a ‘local’ case when they don’t live in the area 66% of donations came from outside the community
  10. 10.  Having a ‘home’ for the campaign with a goal was key to increasing revenue.  Needed to make a personal connection to stimulate facebook sourced giving.  Geographic proximity to need wasn’t a factor.  New donors coming in but weren’t converting to other giving platforms.
  11. 11.  Media releases 12-20 times a year • Animals with unusual medical costs  Challenges: • More stories than capacity for media releases. • Donor discomfort with making gift to general giving page, when inspired by one animal’s story.  Personal connection, ongoing, ‘local’ stories province-wide
  12. 12. 22 dogs (breeder surrender) Medical costs = $27,000 Money raised = 11 days Medical appeals for cats increased from 13% to 43% of all stories. Uka, $700 in 7 days Donor: “I have respiratory problems too, so I really related to Uka.” Campaign provides platform to fundraise for large cases, quickly. In cruelty cases when we have restrictions on fundraising , being able to help fund medical care gives a frustrated public an outlet. Nelson, $1000 in 5 days
  13. 13. • 34% new donors • 28% of them made 2nd gift within 3 months. Source of new donors Facebook Email shares Media links Other 19% 18% 2% 27% 34%
  14. 14. • 92% of existing donors increased their (Q1/2) giving from 2013 to 2014 Changes in Giving Patterns Stayed same Down over 2013 Q1/2 Monthly donors Lapsed Donors 37.2% Giving 41.4% 
  15. 15.  Quick gratification, clear impact • Cats 6 day, Dogs 9 day (mean length) • Donors get animal update when goal met About a personal connection to an animal rather than a transactional relationship with an organization more comfortable sharing.
  16. 16.  Group challenges to reintroduce peer to peer.  Tele conversion campaign to get new donors to monthly.  Sign up for ‘alerts’ when case added. Testing online advertising again.
  17. 17. Shoni Field 604-720-0541 Confession: If you have questions, and want to contact me, email will get better results than LinkedIn, Twitter or Facebook!