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Afp sm fundraising 01-2013


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Social Media & Fundraising. AFP First Coast January 2013 meeting.

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Afp sm fundraising 01-2013

  1. 1. Social Media:What it is and why youshould know about it Presented By: Heather Corey, CFRE and Georgette Dumont, MPA, Ph.D.
  2. 2. Agenda Social Media… What is it good for? Social Media… What the data show  Demographics  Usage Social Media Best Practices Questions #AFPJAX
  3. 3. Social Media Online giving has increased 13% from 2010 to 2011 (75% since 2009) Mobil site and apps growing in importance 70% of Millennials make their donations online (future large donors) However, average gift size had decreased by 2% Online fundraising by source:  35% via email  65% via other online source
  4. 4. Online Giving by NP Size Size YOY Small (< $1 M) 12.8%Medium ($1M - $10 M) 13.1% Large (> $10 M) 8.6% Total 13.1%
  5. 5. Total Online Fundraising by Size Size YOY Small (< $1 M) 15.3% Medium ($1M - $10 M) 40.2% Large (> $10 M) 44.5% Total 100%
  6. 6. % of Total Fundraising from Online Giving Size YOY Small (< $1 M) 8.7%Medium ($1M - $10 M) 6.0% Large (> $10 M) 6.1% Total 6.3%
  7. 7. Distribution of Online Gifts $1,000 + Range Percentage $1,000 46% $1,000 - $4,999 43% $5,000 6% $5,001 - $9,999 2% $10,000 + 3%
  8. 8. So What is Social Media SOCIAL! Friendraising more than fundraising Relationship building… not the medium for the ask
  9. 9. Social Media Steps Strategy Know your demographics Message Formulation Picking the right tools Engaging
  10. 10. Before You Start Been to your Website lately? (5) most requested areas per DONORS: - Mission - History - Giving Guide - Explain how their gift makes difference - Resources  Content is King!
  11. 11. Show Me the $$$ Where is my $$ going? Remember… YOUR website is a fundraising arm of your development efforts. Test your online giving.
  12. 12. Strategy Align with nonprofit’s mission Decide how to use social media to help achieve goals KAY SPRINKLE GRACE, helped coin the term “Citizen Philanthropist.” “People have two investment portfolios: financial and social. They take from one to enrich the other. They are looking for return and a relationship. They are not offering a handout.”
  13. 13. Strategy  Where do you start?Connect the dots: online presence… social media… messaging… donor relations… ethics… your board… timing… programs… direct mail… events… communications… imagery… story telling… SROI…. Before you even start… PLAN IT OUT!
  14. 14. Strategy Before you can walk the walk… GET ALIGNED! Do your HOMEWORK!  Decide how to use social media to help achieve goals and document it.  REMEMBER: It’s still about people.
  15. 15. Demographics KEY FACTORS: - Trust is vital. - Deeply rooted in values. CITIZEN PHILANTHROPY: - Repeat donors, to same organizations. - On average to 3 orgs. - PLU’s are okay!
  16. 16. Demographics More female than male than population as whole Social Media users  Age 12-24: 32%  Age 25-34: 20%  Age 25-44: 17%  Age 45-54: 16%  Age 55+: 15%
  17. 17. What about them Millennials? How do you prefer to learn about nonprofits?  55% SOCIAL MEDIA!  47% E-Newsletter  65% WEBSITE!  18% Print  17% Face-to-Face  5% None  3% Other
  18. 18. Donor Motivation Repayer (former recipient or loved one) Casual (brand name org est. giver) High Impact (Org makes most difference) Faith Based See the Difference (local orgs) Personal Ties (Friends)
  19. 19. Donors Want Know what your organization does How well it does it What their donation will do (specifics) Information on IMPACT
  20. 20. Message Formulation Stories persuade Tell your data differently. Be honest but be creative. Tell them the why? Why always wins over what! Why leads to loyalty, passion and involvement. Don’t tell people just what you do.
  21. 21. Message FormulationBEFORE YOU START, you will need your 5 W’s: - When will you use this message? - Why is it important? - Where will it work? - Who is our target audience? - What makes it memorable? ….. TRY IT IN 8-12 WORDS. * Don’t forget to include a CALL TO ACTION!
  22. 22. Message Formulation TIDBIT: How do you make it interesting? - People remember things in 3’s (or just 1). - Create visual image: sensory impressions (see, hear, touch, feel, smell). - Active vs. Passive Voice. / Being vs. Doing. - action-verb-list.asp
  23. 23. Picking the Right Tools Be Strategic! Create your plan! Get started!
  24. 24. Social Media Audiences Facebook Almost everyone; a must Twitter People looking for quick, personal interactions Pintrest Mainly women sharing what they love LinkedIn Professionals looking to share skills Instagram Mobile users sharing and viewing pics
  25. 25. Best Practices Best messages are short, friendly, and conversational Use analytics and insights to know your fans and followers, and plan accordingly Engage, engage, engage Social media are tools to compliment traditional mediums, not replace them
  26. 26. Imagery is Queen! Imagery is important. People give to people. You have on average 5 seconds to make an impression… you want them to read on.  DOES IT PASS THE EDNA TEST?  VIDEOS: When using pictures in videos, less is more.  DATA SHOWS: When you have 2 people, donations went down 15%. When you have 8 people, donations went down 50%.
  27. 27. Using #SM for Donor Relations Using Video to say thank you… with low budget.
  28. 28. Using #SM for Donor Relations Using Video to say thank you… with a BIG budget
  29. 29. Never Replaces F2F!FUNDRAISING ACTIVITY $ RAISED FOR EVERY $1 SPENTSpecial Events $3.20Web and Email $7.00Direct Mail $10.00Phone $11.90Foundation Proposals $20.00Government Proposals $27.50Federated Campaigns $28.00Capital and Planned Gifts $20.00Major Gifts $24.00
  30. 30. Very Important Snippets Remember your AFP Code of Ethics / HIPPA Laws SM Policy and plan now. Are you in the right account? Go beyond Santa: check it three times! Remember: State of Florida Charitable solicitation permits applies to online too.
  31. 31. Social Media Trends Networked giving Social Media use increasing… become increasingly mobile Social Media can Build Nonprofit Advocates!
  32. 32. Sources Achieve and Johnson Grossnickle, and Assoc. (2012) The Millennial Impact Report Edison Research and Arbitron (2012) The Social Habit M+R and NTEN (2012) 2012 eNonprofit Benchmark Study
  33. 33. Q & A ~ Thank you! Georgette Dumont, MPA, PhD. University of North Florida Twtter: @GetteinJax Website: Heather R. Corey, CFRE Jewish Family & Community Services Twitter: @JaxPHILville @Hrcorey Website: