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Lindsay J.K. Nichols
Communications Director
GuideStar USA
@GuideStarUSA
lnichols@guidestar.org
www.guidestar.org
Who Are ...
Lesley Mansford
CEO, Razoo
@lesleymansford, @razoo
Lesley@razoo.com
www.razoo.com
Darian Rodriguez Heyman
Co-Founder, Soci...
• Why Crowdfunding?
• Launching your Campaign
• Using Social Media
• Celebrate: Thank Your Donors
Agenda
#SM4NP
Why Crowdfunding?
#SM4NP
Why Crowdfunding?
• People Give to People
• The Most Powerful Form of Ask is a “Peer Ask”
• Turn Your Donors Into Fundrais...
$300 Billion
donated by individuals each year
Why Crowdfunding?
Source: Chronicle of Philanthropy
#SM4NP
Online Giving:
13%
Why Crowdfunding?
#SM4NP
Growing at:
35% - 55%
Why Crowdfunding?
#SM4NP
It Increases Your
Donor Base
It’s Here to Stay
It’s Easy
It’s Efficient
It’s Social
Why Crowdfunding?
#SM4NP
The power of social: your network trumps your wallet.
You are here
Your LinkedIn network
#vmlearn
Why Crowdfunding?
#SM4NP
“Donating makes me feel
wonderful,it gives me a
great sense of self-worth.”
– Donor, Millennial
75%
63%
70%
solicited dona...
Launching Your Campaign
#SM4NP
Launching Your Campaign
How NOT to launch…
#SM4NP
Launching Your Campaign
How TO Launch
#SM4NP
Just Do It
Fail Fast, Fail Forward
How to Launch
#SM4NP
1) Set a SMART goal & a deadline
2) Tell a compelling story
3) Map donations to impact
4) Start with your inner circle
4) ...
Pick a Well-Defined Goal & Deadline
How to Launch
• $20,000
• By July 1, 2013
• SFES Playground
• For 647 Kids
#SM4NP
Start End
Your fundraiser
should look like this
promote
promote Deadline panic. Promote!
promote promote
Not like this
Fun...
Tell Your Story and Be Creative
How to Launch
#SM4NP
How to Launch
Upload
Content
#SM4NP
Images are Powerful…
How to Launch
#SM4NP
Fundraisers with
videos typically
earn 4X more!
…Videos Even More So
How to Launch
#SM4NP
How to Launch
Map Donations to Impact
Think Incrementally
#SM4NP
Website
Widget
Social Media
Press Releases
Promote Your Fundraiser
How to Launch
#SM4NP
Build momentum, then branch out
• Staff
• Board of Directors
• Key Influencers
• Donors
• Your Social Network
• Volunteers...
Ask Clearly
Tie to Direct Impact
“$10 provides 500 liters of clean drinking
water to refugees in Somalia.”
“
”
How to Laun...
Using Social Media
#SM4NP
• Editorial Calendar
• Facebook < 3 / Day
• Twitter 1+ / Day
• P2P Asks Are Key
• Seed the Tip Jar
Using Social Media
Plan...
• Mornings: 8 – 9AM
• Lunch: 12 – 1PM
• End of Day: 4:30 – 6PM
• Nights: 9:30 – 11PM
•Weekends vs. Wednesdays!
Using Socia...
• ? Vs. .
• Media: Photos, Vids
• Tag Everyone!
• Emoticons Rock! :)
• URLs: Less Vs. More
• Respond, Recognize & Retweet
...
=$18
Using Social Media
Share & Ask for Shares
#SM4NP
Using Social Media
Think 50/50
#SM4NP
The Ask: 5 Minutes/Week
Using Social Media
Form a Social Media Marketing Committee
#SM4NP
#vmlearn
CELEBRATE!
Thank Your Donors
#SM4NP
• Announce when milestones are met
• Send “thank you” notes
• Show donors their impact
Thank Your Donors
Stay In Touch
#SM...
#vmlearn
Thank Your Donors
Show Donors Their Impact
#SM4NP
Thank You!
Darian@SM4NP.org
Twitter: @dheyman
Lesley@Razoo.com
Twitter: @LesleyMansford
www.guidestar.org
Twitter: @GuideS...
GuideStar Webinar (06/26/13) - Fundraising with Social Media
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GuideStar Webinar (06/26/13) - Fundraising with Social Media

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Online giving surged by over 35&nsbppercent last year, with gifts over $1,000 becoming increasingly commonplace. What are the keys to successful nonprofit fundraising online, especially through social media?

Join us for this free, interactive webinar and learn how to raise big bucks for your cause online.

Presenters: Darian Rodriguez Heyman, Co-Founder, Social Media for Nonprofits; Lesley Mansford, CEO, Razoo, and Board Member, Razoo Foundation; and Lindsay J.K. Nichols, Communications Director, GuideStar (moderator)

Published in: Business, Technology
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GuideStar Webinar (06/26/13) - Fundraising with Social Media

  1. 1. Lindsay J.K. Nichols Communications Director GuideStar USA @GuideStarUSA lnichols@guidestar.org www.guidestar.org Who Are We? Join the conversation on Twitter: #SM4NP
  2. 2. Lesley Mansford CEO, Razoo @lesleymansford, @razoo Lesley@razoo.com www.razoo.com Darian Rodriguez Heyman Co-Founder, Social Media for Nonprofits @dheyman, @sm4nonprofits Darian@SM4NP.org Who Are We?
  3. 3. • Why Crowdfunding? • Launching your Campaign • Using Social Media • Celebrate: Thank Your Donors Agenda #SM4NP
  4. 4. Why Crowdfunding? #SM4NP
  5. 5. Why Crowdfunding? • People Give to People • The Most Powerful Form of Ask is a “Peer Ask” • Turn Your Donors Into Fundraisers #SM4NP
  6. 6. $300 Billion donated by individuals each year Why Crowdfunding? Source: Chronicle of Philanthropy #SM4NP
  7. 7. Online Giving: 13% Why Crowdfunding? #SM4NP
  8. 8. Growing at: 35% - 55% Why Crowdfunding? #SM4NP
  9. 9. It Increases Your Donor Base It’s Here to Stay It’s Easy It’s Efficient It’s Social Why Crowdfunding? #SM4NP
  10. 10. The power of social: your network trumps your wallet. You are here Your LinkedIn network #vmlearn Why Crowdfunding? #SM4NP
  11. 11. “Donating makes me feel wonderful,it gives me a great sense of self-worth.” – Donor, Millennial 75% 63% 70% solicited donations from their network for a cause volunteered in 2011 of millennials donated in 2011 A new generation of givers are online. Why Crowdfunding? #SM4NP
  12. 12. Launching Your Campaign #SM4NP
  13. 13. Launching Your Campaign How NOT to launch… #SM4NP
  14. 14. Launching Your Campaign How TO Launch #SM4NP
  15. 15. Just Do It Fail Fast, Fail Forward How to Launch #SM4NP
  16. 16. 1) Set a SMART goal & a deadline 2) Tell a compelling story 3) Map donations to impact 4) Start with your inner circle 4) Start! 5) Don’t be afraid to ask Plan Ahead How to Launch #SM4NP
  17. 17. Pick a Well-Defined Goal & Deadline How to Launch • $20,000 • By July 1, 2013 • SFES Playground • For 647 Kids #SM4NP
  18. 18. Start End Your fundraiser should look like this promote promote Deadline panic. Promote! promote promote Not like this Fundraiser = Campaign How to Launch Start End #SM4NP
  19. 19. Tell Your Story and Be Creative How to Launch #SM4NP
  20. 20. How to Launch Upload Content #SM4NP
  21. 21. Images are Powerful… How to Launch #SM4NP
  22. 22. Fundraisers with videos typically earn 4X more! …Videos Even More So How to Launch #SM4NP
  23. 23. How to Launch Map Donations to Impact Think Incrementally #SM4NP
  24. 24. Website Widget Social Media Press Releases Promote Your Fundraiser How to Launch #SM4NP
  25. 25. Build momentum, then branch out • Staff • Board of Directors • Key Influencers • Donors • Your Social Network • Volunteers • Friends How to Launch Start With Your Inner Circle #SM4NP
  26. 26. Ask Clearly Tie to Direct Impact “$10 provides 500 liters of clean drinking water to refugees in Somalia.” “ ” How to Launch Don’t Be Afraid to Ask #SM4NP
  27. 27. Using Social Media #SM4NP
  28. 28. • Editorial Calendar • Facebook < 3 / Day • Twitter 1+ / Day • P2P Asks Are Key • Seed the Tip Jar Using Social Media Plan for Success #SM4NP
  29. 29. • Mornings: 8 – 9AM • Lunch: 12 – 1PM • End of Day: 4:30 – 6PM • Nights: 9:30 – 11PM •Weekends vs. Wednesdays! Using Social Media Active Social Media Times #SM4NP
  30. 30. • ? Vs. . • Media: Photos, Vids • Tag Everyone! • Emoticons Rock! :) • URLs: Less Vs. More • Respond, Recognize & Retweet Using Social Media ROI = Realization of Influence #SM4NP
  31. 31. =$18 Using Social Media Share & Ask for Shares #SM4NP
  32. 32. Using Social Media Think 50/50 #SM4NP
  33. 33. The Ask: 5 Minutes/Week Using Social Media Form a Social Media Marketing Committee #SM4NP
  34. 34. #vmlearn CELEBRATE! Thank Your Donors #SM4NP
  35. 35. • Announce when milestones are met • Send “thank you” notes • Show donors their impact Thank Your Donors Stay In Touch #SM4NP
  36. 36. #vmlearn Thank Your Donors Show Donors Their Impact #SM4NP
  37. 37. Thank You! Darian@SM4NP.org Twitter: @dheyman Lesley@Razoo.com Twitter: @LesleyMansford www.guidestar.org Twitter: @GuideStarUSA www.facebook.com/GuideStarUSA

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