Online is the fastest-growing channel for non-profitsParticipants who use social networking tools communicate with theirnetworks more regularly and send more messages.This resulted in increased fundraising results by up to 40%.Twitter users increased donations nearly 10x more than those who did notuse Twitter.FirstGiving also found that the value of a share to Facebook was worth$10.87 in donations. 0 Blackbaud study: “Strategies, Tips and Best Practices for Fundraising Professionals” May 2011 0 Non-profit consultancy Convio, Convio.com/2011benchmark
Social Media Buttons on HomepageAmong 50 Highest-Income Non-Profits Non-Profits100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% At least Facebook Twitter YouTube Flickr LinkedIn one Source: CraigConnects “How the Top 50 Non-Profits Do Social Media” Oct, 2011
Three ways to use social media to raise funds1. Leverage the social networks2. Rely on the social networks3. Tie donations directly to social activity
Tie donations to social activity0 Pledges on a per-activity basis0 Donate just by tweeting, posting an update, liking a comment on Facebook, giving a Linkedin recommendation, or writing a blog post?
“Social media does not raise money. People do.” - Holly Ross, NTEN Executive Directorhttp://www.nten.org/blog/2009/07/06/three-lessons-social-media-fundraising
“Non-profits must become more effective storytellers that connect deeply with their donor community on an emotional level that motivates them toshare, participate, and contribute using their personal social media channels." The Good (And Bad) News About Social Media, by Medhanie Habte via CauseCast
1. Turn people into "Active Promoters"0 Passionate about your cause0 Willing to share your message naturally
2. Leverage promoters to get the message out0 Keep them updated and engaged: 0 Email newsletters, forward to a friend 0 Facebook Pages: "Like” 0 RSS feeds or email subscriptions to your blog 0 Make content easily sharable across social networks
3. Cross-promote every medium0 Photos, videos, social networks, websites, handouts/brochures, TV, etc.
4. Establish Trust & Credibility0 Content should include 0 Bios of your leaders 0 Stories of past events & successes 0 Other organizations youve partnered with 0 Testimonials from individuals youve helped 0 WIIFM: What’s in it for me?
5. Make it Easy to Participate0 Always have a "Join" or "Donate" button or capability available0 Use social channels to communicate progress0 Offer suggestions and tell stories about how one can make a difference "One individual got everyone at their workplace to donate a dollar..."
Non-Profits on FacebookMost Facebook Fans Most Talkative on Facebook0 Public Broadcasting Service 0 Food for the Poor – 220 posts +930,000 0 PBS – 211 posts0 World Vision +650,000 0 Feed the Children – 187 posts0 Metropolitan Museum of Art 0 Metropolitan Museum of Art – 120 + 556,000 posts0 Susan G. Komen +500,000 0 US Fund for UNICEF – 116 posts0 ALSAC / St. Jude’s + 480,000 # of posts in 2 months: Aug + Sep 2011 Source: CraigConnects “How the Top 50 Non-Profits Do Social Media” Oct, 2011
Non-Profits on TwitterMost Twitter Followers Most Talkative on Twitter0 @PBS – 978,825 0 @PBS – 877 tweets0 @RedCross – 637,488 0 @CAREUSA – 861 tweets0 @Smithsonian – 609,527 0 @SaveTheChildren – 693 tweets0 @CAREUSA – 471,251 0 @SamaritansPurse – 630 tweets0 @metmuseum – 429,704 0 @Compassion – 603 tweets # of tweets in 2 months: Aug + Sep 2011 Source: CraigConnects “How the Top 50 Non-Profits Do Social Media” Oct, 2011