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Social Networking for Fundraisers<br />By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)<br />

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Who’s Talking?<br />Jeff Patrick<br />President<br />Common Knowledge<br />@commonknow ^jp<br />Frank Barry<br />Managing Consultant<br />Blackbaud<br />@franswaa<br />

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In this session, using real-world case studies we&apos;ll look at why social networking is valuable for nonprofits, and how it can be used for fundraising:<br /><ul><li>Why Social Networking?

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Examples and Case Studies

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Return on Investment</li></ul>Social Networking for Fundraisers<br />

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Why should I be using social networks?<br />Some stats to ponder …<br />

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50 Million Users?<br />How long did it take for these mediums to reach 50 M users<br />Radio: 38 years<br />TV: 13 years<br />Internet: 4 years<br />Facebook added 1 M users in 9 months<br />Source: http://www.socialnomics.com<br />

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Online EcosystemIntegrated Fundraising is the only way to go<br />

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Online Ecosystem (Integrated Fundraising)<br />External Networks<br />Campaign<br />Facebook<br />OrgFacebookPage<br />Corp<br />Partners<br />Coalition<br />Partners<br />Twitter<br />OrgTwitterAccount<br />Organization<br />Website<br />Blogosphere<br />Org<br />Blog<br />Internal Networks<br />

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Online Ecosystem: LIVESTRONG (Integrated Fundraising)<br />Facebook<br />Twitter<br />YouTube<br />Website<br />Flickr<br />Blog<br />Events<br />

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Online Ecosystem: LIVESTRONG (Integrated Fundraising)<br />

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140 Smiles CampaignTwitter Fundraising Case Study<br />

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140 Smiles Campaign<br />Nonprofit:<br /> Operation Smile<br />Campaign:<br /> 140Smiles<br />Fundraising Goal:<br /> $33,000<br />Actual:<br /> $23,250<br />In-Process<br />Time Period:<br />May 31 – Sep 15 2009<br />

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140 Smiles Campaign<br />

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140 Smiles Campaign<br />

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140 Smiles Campaign<br />

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140 Characters for 140 Smiles Campaign<br />

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140 Smiles Donation Interface with Twitter<br />

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140 Smiles Donation Interface with Twitter<br />

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140 Smiles Donation Interface with Twitter<br />

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EpicChange<br />12for12k<br />Twestival<br />Case studies on social network influence<br />

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Epic Change<br />Campaign:<br /> Tweetsgiving<br />Fundraising Goal:<br /> $10,000<br />Actual:<br /> $11,131<br />372 contributors<br /> $29.92 avg gift<br />Time Period:<br /> Nov 25 – 27 2008<br />

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12for12k<br />Campaign:<br /> Tweet-a-Thon<br />Fundraising Goal:<br /> $12,000<br />Actual:<br /> $15,549.69<br />Time Period:<br /> Dec 1 – 31 2008<br />Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/<br />

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Charity : Water<br />Campaign:<br /> Twestival<br />1,000 volunteers<br />202 cities joined<br />10k + attended<br />Actual:<br /> $250k<br />

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Friends for PeaceCase Study<br />

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Friends for Peace Campaign<br />www.friendsforpeace.org<br />30<br />

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31<br />Friends for Peace Campaign<br />Map of Supporters<br />

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32<br />Friends for Peace Campaign<br />Objectives <br />List building, donor cultivation & activation<br />Be positive, not negative <br />Connect supporters to one another and to AFSC<br />Channels<br />Online: Email, search engine ads, banner ads <br />Offline: Print ads, direct mail <br />

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33<br />Friends for Peace Campaign<br />Direct Mail<br />Friends for Peace Sign: Folded over as envelope<br />Letter: Your support for peace and the work of AFSC<br />Results<br />“Most successful package in years”<br />Jan 08: 100K pieces -May 08: 200K<br />Response Rate: 1.6% ● Response Rate:1.5%<br />Mar 08: 200K pieces<br />Response Rate: 1.3%<br />

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Beat Cancer<br />Creativity and Partnership<br />

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#BeatCancer<br />24 hours<br />Twitter, Facebook and Blogging using #BeatCancer<br />1 penny per message donated<br />209,771 mentions in 1 day <br />100 M overall impressions of the #BeatCancer<br />Set world record for online impressions<br />Raised over $70,000 Sponsored by Ebay/Paypal and MillerCoors Brewing<br />All money will be donated to non-profit cancer organizations<br />

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House Network, Facebook & CausesAnnual Fund Giving – Two Case Studies<br />

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Annual Fund Individual Giving<br />37<br />

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Annual Fund - Causes<br />38<br />

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Gift Fundraising<br />Don&apos;t just send friends any gift, send a gift that makes a difference. 50% of all proceeds go to animal charities you choose. Adopting pets from Pets Cybershelter helps REAL animals! Send friends a Facebook family member or adopt pets for your page <br />39<br />

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Facebook<br />Extending Peer to Peer Fundraising<br />

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Peer to Peer Event Fundraising<br />1 M+ walkers<br />450+ events<br />

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Peer to Peer Event Fundraising (Events Site)<br /><ul><li>Event Site

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Registrant Page

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Registrant Giving Form

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Registrant Email Tools

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Team Tools

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Promotional Tools

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Donor Recognition

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Gift Thermometer

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Offline Giving Options

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Phone Support</li></li></ul><li>Peer to Peer Event Fundraising (Go Social)<br />

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Peer to Peer Event Fundraising: Results<br />370+ events have activated Twitter or Facebook<br />Although Facebook has only been out for ½ as long as Twitter, it has surpassed Twitter in Active Users.<br />Participants have raised nearly 3x more with Facebook<br />*Participants that have sent at least one message<br />

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Peer to Peer Event Fundraising: Results<br />But Twitter has drastically higher Click Thru Rate<br />Conversion Rates and $ Generated per impression are remarkably similar<br />Facebook Generates more impressions<br />* Average of 120 Friends for Facebook & 70 Followers for Twitter<br />

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Facebook Event Fundraising (Mass Advertising via Facebook Page)<br />46<br />

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Facebook Event Fundraising (Widget)<br />http://www.facebook.com/StartWalkingNow<br /><ul><li>Displays on personal profile

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Org/Event branded

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Fundraising focused

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Personalized giving results

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Personalized donation link

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Progress meter

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Wall and news feed updates</li></li></ul><li>Facebook Event FriendRaising (Leveraging Networks)<br />

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Facebook Event Engagement Continues<br />

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Community Site - Sponsorship<br />Sponsorship $$<br />50<br />

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Profile Badge Sponsorship<br />Arthritis Foundation<br />MySpace,<br />Facebook &<br />House Network<br />Badge<br />Sponsorship ($$)<br />51<br />

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House Network - Banner Advertising<br />52<br />

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Return on InvestmentThinking about the all mighty ROI<br />

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ROI for Social Networking Sites & Communities<br />Soft ROI<br />Awareness & branding<br />Education<br />Higher level of engagement<br />Higher affinity for organization<br />Community Building<br />Email List Acquisition<br />Advocacy<br />Volunteer recruitment<br />Hard ROI<br />Individual annual or membership fundraising<br />Event fundraising (peer-to-peer)<br />Major Donors<br />Advertising<br />Underwriting<br />Sponsorship<br />Cause Marketing<br />Grants<br />

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Questions?<br />Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/<br />

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Social Media Webinar Series<br />http://www.blackbaud.com/bb/internet/social-media.aspx<br />

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The End … We appreciate your time!<br />Frank Barry<br />Managing Consultant<br />Blackbaud<br />858.795.8947<br />www.blackbaud.com<br />frank.barry@blackbaud.com<br />@franswaa (http://twitter.com/franswaa) <br />Jeff Patrick<br />President & Founder<br />Common Knowledge<br />www.commonknow.com<br />jpatrick@commonknow.com<br />@commonknow (http://twitter.com/commonknow) <br />