Creating Social Media Campaigns That Drive Donations


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Social media fundraising tips for nonprofits participating in giving days. This deck was originally created for GiveLocalAmerica and has been updated regularly (last updated on 1/30/15).

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  • Case Foundation Report -
  • How do you get people to doing something as a collective action? You use influence theory. Influence works by peers acting within a network, making other peers feel safe. The simplified version: The more a person sees other people in their social networks do something, the more likely they will act and do the same thing. That’s why it is critical to get nonprofits and their supporters to do things like get Twibbons on and share use hashtags. A frequency achieved triggers a safety instinct, and gives people the umbrella to take a leap of faith.
  • Customize approached and updates by social channel. One size does not fit all.
  • There are many people who show up before and during outside of the traditionalbounds of the nonprofit fundraiser. Embrace them. Free agents add soial credibility and can bring a dramatic boost to the effort.
  • The number one mistake made by NPOs. They don’t ask, or they complicate their ask.
  • Thanks and amplification allows you to converse, give social recognition, add to the stream in real time without contrived message, and dramatically increases the likelihood of amplification. This thank you is brilliant because not only does it thank, it uses a picture to show the work.
  • Shave your head. Danbury Hospice in Connecticut held a “Hair for Hospice” fundraiser for its building fund. Board member Larry Riefberg volunteered his locks because he recognized the need for a local hospice facility.
  • Batkid is the superhero name of Miles Scott, a five-year-old kindergartner and cancer survivor who is currently in remission. His wish was to be "Batkid", a sidekick of the eponymous comic book superhero Batman, the subject of books, radio, television, and films. Once the request went out, thousands of volunteers, city officials, businesses and supporters rallied to turn San Francisco, California into "Gotham City" - the fictional home city of Batman - on November 15, 2013 for one of the largest and most elaborate Make-A-Wish projects ever staged.
    406,960 tweets on the day of the event, using either the #batkid or #SFBatkid hashtag on Twitter.[30] Mashable also announced that Batkid was discussed in a total of 117 countries, and the news reached somewhere between 750 million-1.7 billion people worldwide, according to social-media agency Clever Girls Collective.[30] More than 21,683Instagram and Twitter photos were posted by Friday afternoon.
    Total donations
    $135 publicly stated. Make a Wish has not stated how much.
  • PayPal/ Network for Good White Paper
  • This dramatically impacts downtime… There is no down anymore.
  • Creating Social Media Campaigns That Drive Donations

    1. 1. Creating Social Media Campaigns That Drive Donations
    2. 2. About Me - @geoffliving (Geoff Livingston) 2
    3. 3. Context: Where These Ideas Come From… 3
    4. 4. Benefits of Social Media Fundraising • Hint: It’s not just a few bucks! • Tremendous engagement activity with your core • Big social PR boost • New donors • Capacity 4
    5. 5. #IceBuckets vs Campaigns • #IceBucketChallenge: User campaign embraced by ALS. • Success requires that your social fundraiser gets real resources behind it • Total 40-80 hours • Determine if $ or donors • Successful fundraisers have 15-30% of goal achieved beforehand 5
    6. 6. Essential Planning • Engage and empower influencers before the event • Build calendar of email and social communications • Alert your community that you’re doing it beforehand. • Create fun goals, matches, events and giveaways • Use social to amplify and engage empowered users 6
    7. 7. Nine More Must Have Tips 7
    8. 8. 1) Influence in Networks 8
    9. 9. 2) Segment Social Channels 9
    10. 10. 3) Matching Grants and Prizes 10
    11. 11. 4) Embrace Free Agents 11
    12. 12. 5) Live Events Make a Big Impact 12
    13. 13. 6) Target the Leaderboard 13
    14. 14. 7) Team Competition 14
    15. 15. 8) Make a Simple Ask 15
    16. 16. 9) Thank and Amplify 16
    17. 17. Storytelling: The Alpha and the Omega 17
    18. 18. How a Great Story Impacts a Fundraising Campaign • Storytelling gives donors a reason to care (direct impact) • WOMM increases with a compelling story • Focusing on stories helps your nonprofits convert donations 18
    19. 19. Why Bat Kid Was the Ultimate Story 19
    20. 20. People want emotion, not statistics 20
    21. 21. The Three Factors of a Great Story Donations and Shares Willingness Engagement Authenticity 21
    22. 22. The Impact of Visual Storytelling Why visual media matters: • The content type most shared online are pictures • People process images faster • 500-600% more engagement • Facebook Timeline is all about images • Twitter moving towards visuals • Instagram is entirely images 22
    23. 23. Encourage Your Nonprofits to Share Visual Stories!!! 23
    24. 24. Remember Those KPIs 24
    25. 25. Questions? Image by Aaron Squires 25