Integrating Social Media Into Your Fundraising Strategy


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A basic overview of fundraising strategy and examples of where and how nonprofits can incorporate social media tactics into that strategy.

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  • Social Media does not happen at the top of the Donor Pyramid – those should remain your personal contacts. Social Media should be integrated into the bottom tier of the Donor Pyramid – they are smaller gifts in nature
  • Social media can be effective at promoting activities in the following Donor “Buckets” Electronic Giving Special Projects Special Events
  • Fundraising is built on relationships
  • Integrating Social Media Into Your Fundraising Strategy

    1. 1.   Integrating Social Media Into Your Fundraising Strategy March 15, 2010 Social Media Club of Ann Arbor Judy Wernette, Development Consultant
    2. 2. <ul><ul><li>Agenda </li></ul></ul><ul><li>PART I: The Fundraising Process </li></ul><ul><ul><li> </li></ul></ul><ul><li>PART II: Social Media for Not-for-Profits </li></ul><ul><ul><li> </li></ul></ul><ul><li>PART III: Questions </li></ul>
    3. 3. PART I: The Fundraising Process
    4. 4. <ul><ul><ul><li>A Not-for-Profit Organization </li></ul></ul></ul><ul><ul><ul><li>Excess revenue used to enhance the mission, not pay shareholders </li></ul></ul></ul><ul><ul><ul><li>Resource Development </li></ul></ul></ul><ul><ul><ul><li>Creating an understanding of , and support for </li></ul></ul></ul><ul><ul><ul><li>Prospect </li></ul></ul></ul><ul><ul><ul><li>A person or entity with money and a reason to give it </li></ul></ul></ul><ul><ul><li>Com mon Fund Raising Definitions </li></ul></ul>
    5. 5. Donor Pyramid
    6. 6. Donor “Buckets”
    7. 7. Donor Development Process Identification Information Interest Involvement Investment
    8. 8. Effective fundraising is based on relationships. The relationship that the potential donor feels towards your organization. Relationships are built through communication that fosters interest that leads to involvement and finally investment.
    9. 9. Social Media is a vehicle for communicating with potential donors. By providing interesting and valuable information about your organization, you will lead them to further interest and involvement in your organization, prompting a financial investment.
    10. 10. Social Media is not “the” answer to all your fundraising challenges. Social Media is, however, another tool in your toolbox that can be utilized along with the rest of your strategic fundraising plan.
    11. 11. PART II: Social Media for Not-for-Profits
    12. 12. What Is The Difference? <ul><li>Web 1.0 </li></ul><ul><li>Web 2.0 </li></ul>
    13. 13. What is Social Media? <ul><li>Social Networks </li></ul><ul><li>News & Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Video/Photo Sharing </li></ul><ul><li>Message boards </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual Reality </li></ul><ul><li>Social Gaming </li></ul><ul><li>Podcasts </li></ul><ul><li>Real Simple Syndication (RSS) </li></ul><ul><li>Social Media Press Release </li></ul>
    14. 14. Why You Should Participate <ul><li>Have conversations where your donors and potential donors are </li></ul><ul><li>If donors use it, you should, too! </li></ul><ul><li>It’s free! No barriers to entry </li></ul><ul><li>Expand your geographical limits </li></ul>
    15. 15. <ul><ul><ul><li>Generate exposure </li></ul></ul></ul><ul><ul><ul><li>Increase website traffic </li></ul></ul></ul><ul><ul><ul><li>Engage in active dialogue with potential volunteers and donors </li></ul></ul></ul><ul><ul><ul><li>Raise awareness for your cause </li></ul></ul></ul><ul><ul><ul><li>Generate on-line donations </li></ul></ul></ul><ul><ul><li>Why You Should Participate (cont.) </li></ul></ul>
    16. 16. So What is Social Media Really? <ul><li>A way to communicate in “real time” with all your constituents </li></ul><ul><li>Who are your constituents? </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><ul><li>Customers/Clients </li></ul></ul><ul><ul><li>Donors </li></ul></ul><ul><ul><li>Potential Donors </li></ul></ul><ul><ul><li>Anyone with an interest in your mission </li></ul></ul>
    17. 17. Donor Development Process Identification Information Interest Involvement Investment <ul><li>Where does social media fit into the process? </li></ul><ul><li>What are some things that your not-for-profit could communicate using social media? </li></ul><ul><li>Now…how we actually can do that! </li></ul>
    18. 18. What Do You Need to Get Started <ul><li>A website </li></ul><ul><ul><li>What would be good to have on your website </li></ul></ul><ul><ul><ul><li>Who you are, what you do, who you serve – mission </li></ul></ul></ul><ul><ul><ul><li>Contact information </li></ul></ul></ul><ul><ul><ul><li>Information on making a donation </li></ul></ul></ul><ul><ul><ul><li>Information on current events, a calendar </li></ul></ul></ul><ul><ul><ul><li>Links to newsletters, blogs, resources about your mission </li></ul></ul></ul><ul><ul><ul><li>A way to capture e-mail addresses </li></ul></ul></ul><ul><ul><ul><li>Links to your social media profiles </li></ul></ul></ul>
    19. 19. Which Social Media Sites <ul><li>Many to choose from </li></ul><ul><li>Most popular: </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul>
    20. 20. So Now What? <ul><li>How to set up your social media profiles </li></ul><ul><li>What information should you post </li></ul><ul><li>Maintaining your profiles </li></ul>
    21. 21. <ul><ul><li>Getting started on Twitter </li></ul></ul><ul><ul><li>At its most basic level, Twitter is called “microblogging.” </li></ul></ul><ul><ul><li>You get 140 characters to get your message across. It’s sort of like text messaging but on the web. </li></ul></ul><ul><ul><li>People use Twitter to ask questions, follow people that are interesting, promote links to various websites, share news stories, to coordinate events during conferences. </li></ul></ul><ul><ul><li>From a fundraising perspective, Twitter is a way to engage donors and potential donors. One of the hardest things to do as a fundraiser is to maintain relationships. </li></ul></ul>
    22. 22. <ul><ul><li>Twitter allows you to do that…right in the midst of your normal every day routine. </li></ul></ul><ul><ul><ul><li>You get to meet people all over the world that might be interested in your cause. </li></ul></ul></ul><ul><ul><ul><li>You get to hear what people are really thinking about a wide variety of issues. </li></ul></ul></ul><ul><ul><ul><li>You can follow other fundraisers and get great real-time advice. </li></ul></ul></ul><ul><ul><ul><li>You can even promote traffic to your website or those of your friends. </li></ul></ul></ul><ul><ul><li>You can have blog posts broadcast over Twitter. Then your blog posts reach those that follow you. And if anyone of them like it, they may “retweet” it, broadcasting to the people that follow them. </li></ul></ul>
    23. 23. Twitter - What’s Important <ul><li>These are things to keep in mind when setting up your Twitter Profile </li></ul><ul><ul><li>Include your website </li></ul></ul><ul><ul><li>Include a brief description of your organization using keywords </li></ul></ul><ul><ul><li>Include your logo as your picture – DON’T USE THE DEFAULT! </li></ul></ul><ul><ul><li>Follow people – who should I follow? </li></ul></ul><ul><ul><li>Post regularly – what kind of posts? </li></ul></ul><ul><ul><li>Include links in your posts, especially to your website </li></ul></ul><ul><ul><li>Respond </li></ul></ul><ul><ul><li>Retweet </li></ul></ul>
    24. 24.
    25. 25.
    26. 26. <ul><ul><li>Facebook “fan” pages give you great features that Groups and Causes do not. There is a place for each of the Facebook page types, but the “Facebook fan page” is the place to start. Here are a few reasons why: </li></ul></ul><ul><ul><ul><li>You get a friendly URL like here </li></ul></ul></ul><ul><ul><ul><li>People can find you via Google because your Facebook Page gets indexed and is searchable inside and outside (i.e. Google) of Facebook. Which also means you can boost your search engine rankings (SEO). </li></ul></ul></ul><ul><ul><ul><li>(YouTube Box), photos (Flickr Box) reviews, flash content, and more. </li></ul></ul></ul><ul><ul><ul><li>No limit on the number of people who can express their support for not-for-profit by becoming your fan. </li></ul></ul></ul>
    27. 27. <ul><ul><ul><li>Fan Pages Have Access to Users’ Feeds - When Facebook users become a “fan” of your nonprofit page, they will be notified of your status updates every time you make one! Then they can comment, share and/or like your wall posts which then shares it with all their friends – now that’s viral. </li></ul></ul></ul><ul><ul><ul><li>Communicate with your fans regularly just to stay in touch or with special news, offers and information. </li></ul></ul></ul><ul><ul><ul><li>All the great features of Facebook are available - writing on the Wall, uploading photos, and joining discussion groups. </li></ul></ul></ul><ul><ul><ul><li>Add applications to your Page and engage your users with video. </li></ul></ul></ul>
    28. 28. Facebook - What’s Important <ul><li>These are things to keep in mind when setting up your Facebook Profile </li></ul><ul><ul><li>Include your website </li></ul></ul><ul><ul><li>Include a brief description of your organization using keywords </li></ul></ul><ul><ul><li>Include your logo as your picture – DON’T USE THE DEFAULT! </li></ul></ul><ul><ul><li>Invite people to fan you – who should I fan? </li></ul></ul><ul><ul><li>Post regularly – what kind of posts? </li></ul></ul><ul><ul><li>Include links in your posts, especially to your website </li></ul></ul><ul><ul><li>Respond </li></ul></ul>
    29. 29.
    30. 30.
    31. 31.
    32. 32.
    33. 33. <ul><ul><li>Everyone is on YouTube. They are currently the sixth largest website in the country - every minute, 13 hours of video are uploaded to the site. YouTube allows you to get your message out to the world's largest online video community. YouTube has an incredibly diverse and engaged global community who not only post videos, but interact with each other through text comments, video responses, and messages. YouTube provides content and a community, so it straddles the line between a media outlet and a social networking site and gives nonprofits the best of both worlds. </li></ul></ul><ul><ul><li>Any 501c3 based nonprofit can apply to the YouTube Nonprofit Program. Nonprofits that apply and meet the guidelines receive increased upload capacity and branding options, the option to embed a Google Checkout button on their channels, and the opportunity to be featured in one of the promoted areas of YouTube. </li></ul></ul>
    34. 34. YouTube - What’s Important <ul><li>These are things to keep in mind when setting up your YouTube Profile </li></ul><ul><ul><li>Include your website </li></ul></ul><ul><ul><li>Include a brief description of your organization using keywords </li></ul></ul><ul><ul><li>Include your logo as your picture – DON’T USE THE DEFAULT! </li></ul></ul><ul><ul><li>Invite people to subscribe – who should I invite? </li></ul></ul><ul><ul><li>Post regularly – what kind of posts? </li></ul></ul><ul><ul><li>Respond </li></ul></ul>
    35. 35.
    36. 36.
    37. 37. <ul><ul><li>LinkedIn is where potential donors can go to find out more about the people in your organization. </li></ul></ul><ul><ul><li>You must integrate LinkedIn with your other networking tools. </li></ul></ul><ul><ul><ul><li>First…Google yourself </li></ul></ul></ul><ul><ul><ul><li>You should appear near the top of Google if you have a complete LinkedIn profile </li></ul></ul></ul><ul><ul><ul><li>The power of LinkedIn is in your 2nd and 3rd degree connections! </li></ul></ul></ul>
    38. 38. <ul><ul><li>It’s Facebook BUT on steroids; 50 MM people. LinkedIn offers </li></ul></ul><ul><ul><ul><li>No compromising photos or inane comments </li></ul></ul></ul><ul><ul><ul><li>I t’s where professionals post </li></ul></ul></ul><ul><ul><ul><li>personal profiles </li></ul></ul></ul><ul><ul><ul><li>company profiles </li></ul></ul></ul><ul><ul><ul><li>open jobs </li></ul></ul></ul><ul><ul><ul><li>questions they want answered </li></ul></ul></ul><ul><ul><ul><li>answers others want to know about </li></ul></ul></ul><ul><ul><ul><li>documents and news </li></ul></ul></ul>
    39. 39. <ul><ul><li>What else is LinkedIn? </li></ul></ul><ul><ul><ul><li>It’s your contacts </li></ul></ul></ul><ul><ul><ul><li>It’s your past career/life story, present work, look to the future </li></ul></ul></ul><ul><ul><ul><li>It’s a link to your blog </li></ul></ul></ul><ul><ul><ul><li>It’s a link to your website </li></ul></ul></ul><ul><ul><ul><li>It’s a link to your publications / marketing materials </li></ul></ul></ul><ul><ul><ul><li>It complements Twitter, Facebook and all other personal interaction. </li></ul></ul></ul>
    40. 40. What Information Should You Post <ul><li>Now that you have your social media profiles in place, how can you use it in your fundraising strategy? </li></ul><ul><ul><li>Tell people what’s happening at your organization – in real time </li></ul></ul><ul><ul><li>Provide links to research or other information that relates to your mission </li></ul></ul><ul><ul><li>Post information and the links to fundraising events </li></ul></ul><ul><ul><li>Tell your organization’s story through video </li></ul></ul><ul><ul><li>Post links to and information about special projects </li></ul></ul><ul><ul><li>Let people know how they can donate – direct them to your online giving or “How to Make a Donation” page on your website </li></ul></ul>
    41. 41. Interesting and Valuable <ul><li>Always remember to keep your posts interesting and make sure they provide some value to the reader </li></ul>
    42. 42. Tell People You Are Here! <ul><li>Now that you have your social media profiles in place, you need to spread the word! </li></ul><ul><ul><li>Put the links in your newsletters </li></ul></ul><ul><ul><li>Put hyperlinks on your website (some examples follow) </li></ul></ul><ul><ul><li>Post your links on your other social media sites </li></ul></ul>
    43. 43. Now What? <ul><li>Now that you have your social media profiles in place, what do you do now? </li></ul><ul><ul><li>Maintain your profiles - post regularly </li></ul></ul><ul><ul><li>Grow – Explore all avenues of adding to your followers, fans, subscribers and connections regularly </li></ul></ul>
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    45. 45.
    46. 46.
    47. 47.
    48. 48. Other Useful Information <ul><li>Handout </li></ul><ul><ul><li>Social Media website urls </li></ul></ul><ul><ul><li>Blogging website urls </li></ul></ul><ul><ul><li>Email marketing and urls </li></ul></ul><ul><ul><li>Web address shortener urls </li></ul></ul><ul><ul><li>Managing multiple account urls </li></ul></ul><ul><ul><li>Additional resources </li></ul></ul><ul><ul><li>My contact info: </li></ul></ul>
    49. 49. <ul><ul><li>Still Setting the Pace in Social Media: </li></ul></ul><ul><ul><li>The First Longitudinal Study of Usage by the Largest US Charities </li></ul></ul><ul><ul><li>Nora Ganim Barnes, Ph.D., Eric Mattson CEO, Financial Insite </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>“ This new research shows that charitable organizations are still outpacing the business world and academia in their use of social media.” </li></ul></ul>
    50. 50. PART III: Questions, Comments, and Further Discussion