This document discusses using various social media platforms like Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest, and Instagram for fundraising and achieving organizational goals. It provides examples of how non-profits can develop social media initiatives to both raise money through platforms like Facebook, YouTube, and LinkedIn, as well as promote non-monetary goals using platforms like Pinterest, Google+, and Instagram. The document emphasizes the importance of aligning social media efforts with organizational strategy, tracking social media metrics, and creating engaging content.

1. Using Social Media to Raise More Money

2. Agenda
• Facebook
• Twitter
• LinkedIn
• YouTube
• Google+
• Pinterest
• Instagram

3. Where does social media fit in?
Social media should align with your
organization‟s strategic goals
– Educate others?
– Advocate for an issue?
– Fundraise for projects?
– Volunteer time?
What are you trying to get people to do?

4. Where does social media fit in?
Example of a fundraising goal:
“Increases the number of donors, and asks for combined/increase annual
gift and capital campaign contributions.”
Example social media initiative:
1. Video storytelling on YouTube accompanied by donate button/call
to action
2. Publish campaign landing page URL via social networks
3. Photo series via Instagram, Pinterest and Facebook to communicate
the mission and the ask

5. Where does social media fit in?
Example of non-monitary goal:
“Develop a system of services and trainings that provide homeowner
support, education and neighborhood development.”
Example social media initiative:
1. Provide visual resrouces using Pinterest boards about “owning a
home” or “home maintainence”
2. Promote resources, training and local neighborhood
events/resources through Twitter and Facebook
3. Create Google “hangouts” for new homeowners to attend to learn
about their home

6. Where does social media fit in?
AND … track you social media efforts!
1. Identify what you can and should measure
(clicks, likes, views, etc.)
2. Develop a method of tracking social media metrics
1. Facebook Insights
2. Google Analytics
3. Hootesuite Analytics
4. Good „ol fashion spreadsheet
3. Connect the metrics to your strategic goals
4. Communicate the value of social media to your higher ups

7. Facebook Fundraising
• Understanding Facebook Edgerank
and the “newsfeed”
http://blog.hubspot.com/understanding-
facebook-edgerank-algorithm-infographic
– The more an individual interacts with
your page, the more they will see your
posts in their newsfeed
– The more often an individual interacts
with a certain type of post, the more
likely they will see that type of post in
their newsfeed
– The more users engage with a post, the
more likely a post will show up in others‟
newsfeeds
– The more users provide negative
feedback, the less a post will
show up in others‟ newsfeeds

8. Facebook Fundraising
• What Edgerank means for you
– Content quality is paramount
• Visual content has the highest engagement
– Aim for engaging content (always provide a way for users to take
action, comment, answer a question, like or share)
– Avoid “spammy” content and repeat posts
– Have fun! Pass along a funny photo or quote (memes)
• Think beyond the newsfeed and your own page content
– Mention others
– Comment/Like/Share as your organization on other pages
• Remember that Facebook is mobile
– A high percentage of people are seeing your content on a mobile
device
– Content should work well and look great on a mobile device (i.e. if
you link to an online donation form, it should be mobile optimized)

9. Facebook Fundraising
• Don‟t have an okay page. Have an AWESOME page!
– Customize your cover photo
• You are no longer restricted from promotional cover photos
• Include a quote or text call to action
• From Facebook: “All covers are public. This means that anyone who visits your
Page will be able to see your cover. Covers can't be deceptive, misleading, or
infringe on anyone else's copyright. You may not encourage people to upload
your cover to their personal timelines. Covers may not include images with more
than 20% text.”
– Make sure your square social media logo looks great, it‟s your
Facebook calling card
– Complete our
organization‟s history
using “milestones”
– Include a photo with most posts
– Use video
– Use memes

11. Twitter DOES NOT drive donations
• Twitter DOES drive brand affinity, loyalty and engagement
– Determine your personality for Twitter
• Playful = more interaction
• Educational = more followers
• Professional = trusted source
– Mention others, promote and praise
– Use common hashtags (at conferences, during giving days, etc.)
– Timing is important (test to determine your highest time of the
week/day for engagement)
– Link placement within the tweet is important:
• Use brackets (i.e. “[VIDEO] See how GiveMN is using mobile to maximize giving
http://www.givemn.org”)
• Where possible, place the hyperlink ahead of text (i.e. “Give back at
www.givemn.org and you could win a Golden Ticket!”)

12. [Example]

13. Prospecting on LinkedIn
• LinkedIn can be key to relationship management and
donor/board/staff/advocate acquisition
– Learn about organizations
– Update and maintain your own LinkedIn Nonprofit page
– Network with new people
• You never know who might be your next big donor, board chair, superstar
volunteer or public advocate
– LinkedIn Board Member Connect
http://nonprofit.linkedin.com/

14. [Example]

15. Tell Your Story (and more) on YouTube
• YouTube for Nonprofits Program
– Donate button
– Call to action overlays on videos
– Live stream events for free
• Types of videos
– Storytelling
– Explaining concepts/promotions
– Contests
– How-to
– Updates
– Thanking donors

16. Tell Your Story (and more) on YouTube
• Getting started is easy
– Record straight from your
computer, tablet or phone‟s camera
– YouTube links are easy to share via other
social networks
– Use your YouTube videos on your GiveMN
page

17. [Example]

18. Google+ = Engagement
• Hangouts
– Create hangouts for: staff
meetings, volunteer orientation, board
meetings or with donors
• Deeper discussions/engagement
– Try organizing circles by unique
interests, geographical location or
donation history
• Search is key

19. [Example]

20. We donors on Pinterest
• Pinterest is the social network of “hey, you should SEE this!”
• Create Pinterest boards with a specific purpose in mind
– If you‟re doing videos on a regular basis, create a board of
our videos
• “Like” pins or repin items that align with your mission
• Collaborate with co-workers or team members to help build
your Pinterest board by using the board edit feature “Me +
Contributors”
• Re-pin other nonprofits

21. [Example]

22. Picture more with Instagram
• Purpose
– Build awareness
– Develop your brand personality
– Earn brand loyalty
• Strategy
– Start following and interacting with other
Instagrammers
– Tag your photos
– Post content your followers want to see, not what
you want to show them
– Link to a good mobile site

23. [Example]

24. Thanks for attending!
Questions?
Our next webinar: “E-mail Marketing & Fundraising Fundamentals” on
Thursday, May 23 @ 11 a.m.
Look for the registration link on facebook.com/givemn
All GiveMN webinars are archived on the GiveMN Blog
http://blog.givemn.org/give_mn_blog/webinars/