Social Media for Fundrasing


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Social Media and Fundraising Slides as used at the Focus on Funding workshop on 26th April 2012

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Social Media for Fundrasing

  1. 1. Social Media andFundraising Paul Webster (Twitter : @watfordgap) 26th April 2012
  2. 2. Good Morning and HouseKeeping
  3. 3. “Social Media. They get all excited about gleaming technologyand clever gizmos. They talk in acronyms and begin sentenceswith: “Did you know you can..” The rest of us just want to get onwith campaigning, fundraising or service delivery. We want to talkabout the people we work with, the communities we’re in andthe issues we’re passionate about. We want to find and talk topeople who can help us get change, deliver services or make adifference”. Well, Social Media is about all that, telling stories and havingconversations, having a space to do that … it just happens that thespace is on a computer.(From ‘How to use New Media’ - Media Trust).
  4. 4. • Networking What we are going to do today• Find out what social media is and why its important• Look at some types of social media websites• Think about a plan for good social media use• How other organisations benefit from using social media• Try out and even join some social media websites• Have fun !• Not a geeky workshop - so stop me if I talk jargon!• Please ask questions any time.
  5. 5. Finding Out About What We Do
  6. 6. Lets play a game!
  7. 7. It’s about conversations….. …..and interesting others.
  8. 8. What is Social Media and why is it relevant
  9. 9. Old media - Web 1.0 . . . . . static websites with no interaction, text heavy content. Information just fed TO visitors (Others – if you dare!)
  10. 10. New media - Web 2.0 .... . media rich, interactive, content served based on preferences,open for comments, conversations WITH visitors encouraged.Web 2.0=Social Media=New Media=Social Networking
  11. 11. Are you on Social Media? No? Probably – Yes! Have you checked?!Are you using Social Media? Does your organisation have a website … that is interactive? Have you got a blog? Do you use YouTube or Flickr? Are you on Facebook? Do you Tweet? Do you use web tools to improve organisational efficiency?So, What is Social Media?
  12. 12. Social Networking – the numbers• Of all the websites visited in UK, 2 are Social Networks - Google (9.5%), Facebook (6.6%), YouTube (3.5%), ebay (1.9%), WinMail (1.4%). Google = 91% of search traffic. (HitWise – Feb 2012)• 96% of aged 18-35 on one or more network• Of the 48.6 million adult population (ONS), 77% have a Facebook profile, 66% are YouTube users, 32% are on Twitter and 16% have a presence on LinkedIn. (Umph Sept 2011 – sample of 2,400 adults)• 50% of Facebook users view their page daily and (February 2012)• YouTube 2nd most popular way to search for content. 48hrs is uploaded every minute• One to watch? Pinterest visits up from 50k to over 300k in 1 month. (Nov 2011 Comscore)
  13. 13. Social Networking – the numbers • Average social network user is aged 37 • LinkedIn its 44, Twitter 39, Facebook 38 & Bebo 28 (typical user younger) • 52% of Facebook users are 18 to 34 yrs • However of active social networking users, 55% of those over 65 are on Facebook & 19% of all users are over 45 • 55% aged 18-34 check their social networks at least once a day (June 2011) • 30% check their status as soon as they wake up, 81% never turn their phone off (Aug 2011) So, its not a passing phase, but it is important that organisations direct effort to the right network(s) (From – Ofcom, &
  14. 14. Use of social networks is 23% of time spent on internet in UK, 159% increase in last 3 years. 76% of iPad users also have a desktop PC, but 9% bought one to replace their desktop / laptop Mobile web access will eclipse wired by 2015, 17% of UK households already use phone as primary web access Android OS use grown from 5% to 47% (Dec 2009 to Dec 2011). Apple is 30%, Symbian <5%. (ComScrore Aug 2011) Increase from 31% (2010) to 45% (2011) of people who connect to Internet from phone/tablet (ONS – Aug 2011) Over 25 millionsmartphones in use in UK 59% access social network, 49% to buy, 12% to check-in 51.3% of phone market (Ofcom Aug2011 / ComScore Dec2011) 43% of users have downloaded an app Bite-sized learning, giving, volunteering whilst mobile 70% would give up alcohol for a week rather than phone Have you viewed your website on a phone/tablet?
  15. 15. Its Relational not Transactional So, Social Networking“The Conversational Web”, not a Broadcast. is the leveller.Listen more than you talk – and interactLink and Share, and Share again – this keeps Increases INCLUSIONthe conversations flowing. Share other peoples and givesnews more than your own (maybe 10 to 1) Communities a voiceWere all “content creators”. Our message is asvalid as anyones – whatever size organisation.Our fundraising activity can be just as effectiveIncreased Reach - traditional reporting barriersbroken down and communities empoweredComment and Feedback – agree or disagree, asthis builds a community around a topicImmediacy - what took days, takes hours, whattook minutes takes seconds! Common CraftBe Helpful – Be Generous - Say Thank You - What is Social Media VideoShare and you’ll be amazed what you get back!
  16. 16. Social Networking – 5 ways it has relevance to the sectorMarketing - Virally promote goals of your cause or brandBHF – Stayin Alive (1.8million views, linked to other SNS), Bullying UK – Poster MakerFundraising - Gain new volunteers and donorsDogs Trust, Whizz Kidz, Haworth Cat RescueCampaigning – May be local, but your campaign can become nationalJack draws Anything - raising funds and awareness for Sick Kids Friends FoundationBusts For Justice forced Marks & Spencer to change pricing policy on larger size Brasafter campaign by 30,000 peopleRelevant campaigns to current affairs on & - Cheap or free to use productivity toolsMain cost is time – but not as much as the time it takes now!Communications – Join in with your supportersListening, Responding, having Conversations with supporters and stakeholders
  17. 17. Urban Forum Member Survey 2011. About types of social media use
  18. 18. Inclusion – Voluntary Sector audience• Social networking shouldnt replace face to face communication• Although 77% of households are connected and 30.1million people access the internet every day (ONS 2011 / 2010), 8.4 million people have never been online• Of this, 31% in low income households and 45% have no post 16 qualifications• 75% in BME communities don’t use internet regularly• 43% put off using social media due to jargon• Away from populated areas broadband and even 3G access can be difficult (33% < 2mbps in Penrith & Borders)• 1200+ partners pledged to help people get online, find what they want online & then stay online. Resources to help become a Digital Champion
  19. 19. • Don’t worry it’s not finished – A half formed blog post can be more inspiring and Some concerns? create a bigger conversation• Don’t pretend to be someone you aren’t Dont Give Up! – About individuals not corporate views. Your voice may be weakened if you ‘spin’... and others see through it!• Dont be concerned about losing control of message. – if it is respected, social media networks will support it, always aim to counter negatives views with positives• Don’t worry you are in a vacuum. – link & connect, soon people will do the same back – Ratio 90 : 9 : 1 (Read, Reply, wRite)• Don’t measure success by numbers – if you’re reaching the right people it’s quality not quantity that counts• Don’t ignore people – they invest time reading what you say ( so do the same for them help/what-makes-the-web-social/)
  20. 20. What social media will do• Increases speed of communication – no faster way to (Action) spread your message than through social networking Less of a financial cost but ‘expense’ may be the time• Widens message to people/groups that would normally (Awareness) be missed using more traditional methods – ‘viral’ campaigns hugely powerful creating awareness extremely efficiently• Deepens to build new and different networks – (Fundraising) communities of interest to bounce ideas off and share experiences, increase commitment and fundraising for campaigning activity. Start some conversations!
  21. 21. What social media will do• Generate on-line conversations and awareness about the (Change) organisation or campaign, a consensus of opinion or shared learning about ideas. Use RSS and Google Alerts to stay ahead of developments in your area of interest - build a ‘Listening Dashboard’• Joins together communities who are interested in the (Action) similar things, have the same likes or are striving for the same objectives. Tell your supporters and networks about your work in a new way• Commoncraft Video explaining Social Media
  22. 22. Any Questions, so far?!Refreshment Break
  23. 23. Social Media Planning for Fundraising
  24. 24. Sector Income  45% of organisations receive their primary income from individuals of which 64% is from Donations or Fundraising activity.  Large charities spend as much as 12% of their income on generating funds (for small charities its around 5%).  Although £3.2 billion was spent by the sector on fundraising & publicity in 2009/10, for every £1 spent, £5.45 was raisied.  Using Social Media this expenditure could be made to work harder!  Average donation from a Twitter campaign is £30  Claire Squires page on Just Giving is still active, so far has raised £707,000 from 62,000 donations in 4 days for SamaritansNCVO Almanac 2012 & Just Giving 2011
  25. 25. The voluntary sector problemWhere to startKnowledgeConfidence / FearCapacity / ResourcesAccessTimeCostScepticismAny more?
  26. 26. Time Planning – response expected?Type News travels Reply withinPrint 7 days 2 weeksEmail 7 hours 2 daysFacebook / Blogs 7 minutes 2 hoursTwitter 7 seconds 2 minutes But how much time do charities allocate?48% have no budget for social media activities and 86% allocate a 0.5 FTE or less to using & maintaining it(NTEN - 2011 – NonProfit Social Network Benchmark Report)
  27. 27. OASIS was developed by @JohnSheridan John.Sheridan@SocialMedia404.comHave a Plan – e.g. Support and Donations• Know objectives and what you want to say • Saving the historic gatehouse for future generations to see• Research where audience are – do you know? • Don’t just build, work in the places where your target audience are• Plan how to use the tools – have a strategy • Video of event?, Blog of experiences? Do ‘as well as’ what you do• Choose tool/s to match audience and implement • Look at what similar projects have done, what works elsewhere?• Sustain the conversation and say thank you • Regular updates encourage people to return & links from websites
  28. 28. Objectives – what are you fundraising for People and needs first, then tools Are you committed to this
  29. 29. Stop and think!What are you trying to achieve? – How does it fit with your fundraising plans? – What fundraising goal could social media help with?Do you already have a website that you can update yourself? – Can be as simple as a Google Site or Wordpress – Internet presence is now your main shop window – The place for you to be social with your donorsHave you got the time? (To do, To monitor, To thank)Are you ready and prepared for change & to release some control?!
  30. 30. Audience – Who are they? – Where are they? If you build it, they won’t come
  31. 31. Start engaging – but dont try to move everyone to you It can be difficult to get It’s easier to go where people to come to you people are already Do you know who your target audience are? Are they already using social media sites (and which ones)? Build a genuine open relationship first, fundraising will follow
  32. 32. Strategy - pick a plan with a path that fits Were here. We want to be there. Developing the plan to get there. Pick a goal or campaign to pursue Decide who is going to be involved and how much Consider responsible use
  33. 33. Which Tools?In pairs share how you would fundraise for a cause now What is your cause or campaign? Which tools & methods of communication are you using? Face to Face, Direct Mail, Print, E-mail … Why these? What are their limitations? Which are effective? How much do they cost? Which is best value? What are the issues and challenges you face? What is holding you back?
  34. 34. Decide what you are going to say• Attracting people to your online space should be an essential part of your communications strategy. Not over fundraising or forcing them. Visitors inspired by what you do are more likely to become donors.• Message - clear and unambiguous, your web site is your shop window, the 1st public face supporters and potential donors see Tell stories – an authentic picture of what you are trying to do Make the Call To Action or Donation Request plain to see• Tone and Context – get this right and match for your audience• Engage in frequent updates & blogs to keep donors informed and involved in what you are doing• Conversations with supporters, build relationships and give them space to say why they care … and Thank them.• Include your website and social networks on all communications
  35. 35. Implement - match right social networking tool But new media doesn’t just replace old media – its as-well-as Oh, and you still need to be good at fundraising! Research – see how others do it Decide on your approach and set targets Jump in!
  36. 36. Youve got a fundraising social networking plan Use of social networks in fundraising is similar to use of phone or newsletters.Have Purpose – WHAT, Audience – WHO, Aims – WHERE Have a Champion/s who can steer, update & reply Step 2 – Pick one goal to pursueSocial media tools are now part of your resources but with added dimension they enable of social actions.A social media enabled fundraising campaign is active the moment it goes live. Be prepared!NOW – Choose the right tools and have social media use guidelines
  37. 37. Example of Social Media sites & the goals of organisation 1 Which tools are the best 7 2Each website can help with all these to some extent Also Social 6 Collaboration 3 Marketing and Fundraising Productivity Tools Campaigning 5 4 Communications Productivity Examples of use
  38. 38. The best website for the jobCreate a fundraising buzz• Choose the way to capture audience. – Audio → Images → Video – See Audioboo, Flickr, Pinterest, Bambuser, Youtube• Choose the context to engage with audience. – Blog → Facebook → Twitter• Choose a useful (FREE) tool/s to help streamline work – Finding out → Let people know progress → Running events – See Survey Monkey, MailChimp, Eventbrite
  39. 39. Audio Podcasts – charity shop awareness raising Another way to let people know your news & interviews Less bandwidth than video Embed in website Comments make conversations Audioboo – 5 min recordings Use Twitcasting for ‘Audacity’ – free software for recording and converting to MP3 to load to the web http:// broadcasting events Commoncraft Video explaining Podcasting Instant reporting when editing Visit not a concern
  40. 40. Image Sharing – Flickr Record of eventsA event for all the group Added dimension Access to reusable images Easy & quick to put on website Hosting 5 Billion images (Sept 2010 – Also see PinterestCommoncraft Videoexplaining Image Sharing
  41. 41. Anyone can be included as a content creator Increases Reach Chance to Partner Call to Action Keep it FreshShows progress in the fundraising drive, or results of Spread & Shareprevious activitiesAverage amount donated after watching a YouTube video Show youris £28.77 (compared to other sites) Organisation is Genuine & has Personality
  42. 42. Over 55 million Wordpress blogs, in two flavours - .com & .org Blogger is Google Blogging website Quick & easy to set up and to develop platform for community ledcontent & story developmentDraws people to the websiteGet feedback from people and startconversationsOther spaces - Tumblr & Posterous Online journals – Blogging - Commoncraft Video - explaining Blogs
  43. 43. It’s the place where many, many people already network and share Create a Group for a network of Supporters Set up a Page for people to Like & see your updates Include Events, Polls, Pictures & Video Check Privacy settings and frequent changes Busts Dog’s Link to Twitter & Blog For Trust Justice Direct back to home pageSocial Networking - Facebook
  44. 44. Create pages around acampaign or issue, notabout the organisationAverage of6 Likes = 1 donationRespond to questionsExperiment with reachby starting the steps tobuy a Facebook advert
  45. 45. Professional Social NetworkingJoin sector specific special interest discussion groupsNational and Regional groups for fundraisingNow has section to record volunteer experience
  46. 46. Events AS they happen not AFTERthey have happened200 million registered users180 million tweets posted per day7 million users in UK40% of tweets are from mobilesA place to listen and respond topeople. To generate a widerawareness of what you do anddraw an audience to your site
  47. 47. A transient conversation, short updates, signposts to resources and conversation startersMicroblogging – Twitter - Commoncraft Video explaining Twitter
  48. 48. Important to make profile followable- DO add Pictures (logo, background, recent images), Place, Profile and Page- DONT leave these blank or over-sell and push advertisingA small network of quality followers can often be result in better quality on-linelearning through discussions and shared links than a large network of followerswho never have conversations or share ideas and knowledge.
  49. 49. Created a Twibbon based campaign with a target to raise £1000 Simple call to action Low effort toolsViral message – supporters wanted the Twibbon on their avatar Reached target in 48 hours Added 2000 new followers on Twitter 2320 page views of websiteDogs Trust have a very clear and simple logo, colour scheme and message across all social media sites
  50. 50. Potential to access the influencers Peter Wanless @peterwanless Tweets. CEO of Big Lottery Nick Hurd: @minforcivsoc Tweets. reads and comments Minister for Civil Society Also used by and an acceptable, accessible channel to local MPs & councillors to canvass opinion and inform of news
  51. 51. Commoncraft VideoA Listening Dashboard explaining RSS• What supporters, peers & others saying about your organisation• See funding alerts, campaign updates, news as they are published• How? Subscribe to RSS websites and read at leisure in feed reader Google Alert or Twilert e-mails for important keywords Set-up searches in Twitter for your organisation or ‘hashtags’ Follow lists of Twitter accounts talking about your interests• Use Netvibes service to create a dashboard –• Listen to multiple channels with -• Turnaround – Use these services to publish FOR your audience!
  52. 52. Others listening to you ... • Tell others what you are doing • Easier for supporters (individual and peers) to keep up with your events and news • RSS enabled feeds automatically can be picked up to be read at their leisure in a feed reader (such as Bloglines or Google Reader) without them having to re-visit your site • RSS feeds can be converted for email delivery • RSS feed can be embedded into other organisations websites • Commoncraft Video explaining RSS
  53. 53. ListeningNews feeds - In and OutBlogs and social mediasites include as standard
  54. 54. Use #hashtag to follow event or talk about causeAlternative way to join in or catch up with conferences & eventsRaise funds by prolonged or one-off awareness raising with ahashtag. e.g. #CiN or #YouthStoriesAudioVideoBlogsTweets
  55. 55. ..even just to be noticed by a wider audience - get your organisation listed with Google Place page- Verified Voluntary Action- Add Photos Rotherham- List Offers Derwentside- Streetview Maps CVS & VB here- Show Ratings- Comments
  56. 56. New way to interact – a Quick Response from visitors – QR Codes Create with - Read with - (app) Works well for ... - Direct to difficult web address - Oxfam Shelf Life - - Print media & flyers - FREE to create and use - Current buzz (Image @howardlake)Bear in mind …- No major benefit on a web page- Check location has connection- Needs smart phone- Check link hasnt changed
  57. 57. Oxfam ShelflifeUses QR codes on donated items linked to page on websiteBuilds a story around an item submitted by the giverLaunched Feb 2012 as pilot in 10 Manchester shopsKnowing the story of an item can increase its interest & value for the purchaserIdea suitable for any charity shop fundraising by selling items … & memories!
  58. 58. Growing - Location based Marketing & Communications Incentive to visit locationIn use by Uses SmartphoneShelter Scotland A way to meet up and beWas used by competitive with othersM&S inBreast Cancer Care Share tips, comments, to-week do lists and pictures Become a mayor and unlock extra rewards Claim venue & set up page with visitor specials Over 20 million users (March 2012 - worldwide)
  59. 59. Giving SitesAll have different pricing structures and fees – so check which is best for youVery social - easy to involve others from outside your fundraising campaignButtons and widgets you can include on your own website, blog to chart progressShort code text donations. Amount (up to £10) & campaign code (e.g. DEMO12) to 70070Generated 20% of donations to Comic Relief 2011. Free for charity, deduct from phone billSmall amounts on Click Through and Affiliate sites can generate funds slowly Just Giving BmyCharity Virgin Money Giving
  60. 60. Jack Draws AnythingJack Henderson - drawing pictures for friendsto raise money for Sick Kids Friends Hospitalin Edinburgh who were caring for his brother.Local Media Coverage → National Media2 weeks → 536 requests, £10k raisedBuilt on a free Posterous Spaces websiteLink together social network sites & make iteasy for visitors to Like or to Follow.7400 Facebook Likes, 1000 Twitter Followers2000 emails a week, 400k website visits, 5.8million Facebook views!Wanted to raise £100 - over £30,000 raisedUses a Just Giving page to manage donationsCompleted 500 drawingsBook of 290 drawings published
  61. 61. CrowdfundingFundraising by many people contributing small amounts & owner starting off fund tooForm part of overall fundraising strategy, with social features. Need off-line promotion tooGiver relates to projects in an organisations portfolio – Cancer Research My ProjectsOften set-up so that no donations are actually taken unless target is reachedMay have a “money cant buy” incentive. e.g. signed copy of book or visit to centreSome are loan (Kiva) or pledge (Pledgebank) based helping develop ideas or make purchases Kiva (loans) Crowdfunder, Sponsume
  62. 62. Haworth Cat RescueIndependent charity which runs re-homing andadoption service for 300 unwanted & stray cats.Feeding, Neutering, Vets fees, Re-housingFundraising GoalsRegular monthly funding to help run the shelterDevelopment of new centre fundPromotion and use of online retail shopWhat they doDonation page & buttons to PayPal & CharityGivingClick-through links & Text Giving on WebsiteProgress of new centre on BlogRelationship building & pictures on FacebookRaising awareness & linking on Twitter
  63. 63. Pulling it all together• Social media sites are only part of the picture – Make sure your core website is current – Dont forget the offline• Add organisation to Google Places or Foursquare• Share links ... – With all your social networking sites – With Like buttons and Share This links – With everyone!
  64. 64. Alternatives: Google Sites, SocialGo, Facebook, Wackwall.comCommunitiesbuilding theirown spaces- for discussion- sharing- showsbelonging
  65. 65. Integrate Twitter into the organisations main website ... … visitors can tweet about individual stories and searched tags for related content. Follow your organisation on Twitter direct from your website.
  66. 66. Add This (e.g. NAVCA)for sharing andtracking links withothers on line ...Show all thechannels on yourmain home page
  67. 67. Websites suited toviewing on asmartphoneVolunteering AppsFundraising Apps
  68. 68. Which Tools?In pairs share how you would now fundraise your cause Think back to your cause or campaign? Can you write down your fundraising message in 140 characters, what hooks would you use?Could you blog about it? Make a video? Find a beneficiary to record an audio interview with? Make you website social?How would you interest peoplein what you are fundraising for?Pitch it!
  69. 69. BONUS – Tools to make things easier!• Communication – Skype, Oovoo, ipadio, Mailchimp, Screenr, Twitcasting• Organising Tools Eventbrite,,, CoverItLive, – Doodle, for Productivity/Support• Collaboration – Google Docs, Dropbox, Huddle, Tom’s Planner• All-round useful – Jing, PDFCreator,, Survey Monkey, Scribd, Slideshare
  70. 70. Sustain – engage, converse, measure, adjust If you don’t do it, someone else will <Guide – Pages 13, 14 6, Measure your success 7, Develop – Steps 6 and 7>
  71. 71. Time PlanningFrequencyand timeneededEvery Day Tweet, re-tweet, check Google Alerts,(30 mins) check RSS reader & reply to commentsOnce a Week Write blog post, check analytics, monitor(45 mins) groups & find new people to followAbout Monthly Add video to YouTube, share a resource(60 mins) on-line, create podcast & build profile
  72. 72. Measuring Success- Check how many times links are clicked if using Listen whats said about your organisation using Topsy- Monitor. Google Analytics, Facebook Insights &Wordpress page visits- Measure. Tweetreach, Twitalyzer, SocialBro, Visualize. Infographics on Visual.y, My Social StrandBUT …. real success is not just about the numbers- Tell stories of real people and real changes- Find out how people heard about you- Build relationships & success by joining in conversations- Social media presence an reflection of your organisation- Engage press, funders, authorities with pictures and video- Say Thank You!
  73. 73. Social Media - In conclusion• It’s only beneficial to your organisation if it’s going to tangibly help you to achieve your goals.• Establish a a plan thinking short, medium and long term – and have an internal policy for using it.• Know your target audience and go to the spaces where they are.• Know your message - make it clear and directed.• Think of how it applies to Marketing, Fundraising, Productivity, Communications .... and whatever else you do.• Implement, monitor and adjust – and remember it takes time!
  74. 74. Social media - reflections• What ideas do you have for your use from this workshop?• How could your organisation use or make more of social media?• How will you fundraise & campaign more effectively using social media?• What gaps are there in supporting groups?• Has your organisation a social media policy or Twitter guidelines?• Have you any UnAnswered Questions?!• How can we keep the conversation going?
  75. 75. Useful links and websitesFor Local ForSupport VolunteeringOrganisations Organisations To share and learn about social media for communities
  76. 76. Useful links and websites• ITEM3• UK Fundraising• Social Media Surgeries• Charity Comms• KnowHow Non-Profit• Jargonbuster• ICT Knowledgebase• The Very Tiger Blog• Watfordgap Services• Charity Technology Trust• Focus on Funding• Institute of Fundraising
  77. 77. Thank You – My Email & Twitter contacts Paul Websterpaul @ @watfordgap