How to Use Social Media to Raise Money Online
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Packed with practical, how-to advice and examples for small nonprofits on a limited budget, this free webinar will show you how to leverage your social media accounts to raise money and strengthen relationships with donors so they give again. Topics discussed include: Current trends in the social media landscape that nonprofits need to understand How to choose the correct social media platforms for your small nonprofit How to build up momentum on social media to launch a successful social media fundraising campaign Tips and examples of simple ways to use the major platforms – Facebook, Instagram, Twitter, YouTube – to raise money and build community
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How to Use Social Media to Raise Money Online
- 1. HOW TO USE SOCIAL MEDIA TO RAISE MONEY ONLINE Julia Campbell TWEET @JULIACSOCIAL @NONPROFITORGS
- 2. ABOUT ME Mom of 2 Returned Peace Corps Volunteer (Senegal 2000-2002) Former Development and Marketing Director at small shops Author, Storytelling in the Digital Age: A Guide for Nonprofits Passionate digital storytelling evangelist Tweet: @JuliaCSocial TWEET @JULIACSOCIAL @NONPROFITORGS
- 3. WHAT WE WILL COVER TODAY Current trends in the social media landscape that nonprofits need to understand How to choose the correct social media platforms for your small nonprofit TWEET @JULIACSOCIAL @NONPROFITORGS
- 4. WHAT WE WILL COVER TODAY How to build up momentum on social media to launch a successful social media fundraising campaign Tips and examples of simple ways to use the major platforms – Facebook, Instagram, Twitter, YouTube – to raise money and build community TWEET @JULIACSOCIAL @NONPROFITORGS
- 5. SOCIAL MEDIA LANDSCAPE IN 2019 TWEET @JULIACSOCIAL @NONPROFITORGS
- 6. TWEET @JULIACSOCIAL @NONPROFITORGS Source: https://jacobsmedia.com/wait-internet-minute/
- 7. SOCIAL MEDIA USE IS GROWING TWEET @JULIACSOCIAL @NONPROFITORGS
- 8. YOUNG PEOPLE ARE STILL USING SOCIAL MEDIA TWEET @JULIACSOCIAL @NONPROFITORGS
- 9. BABY BOOMERS ARE THERE TOO TWEET @JULIACSOCIAL @NONPROFITORGS
- 10. 2018 GLOBAL TRENDS IN GIVING SURVEY 29% of donors worldwide say that social media is the tool that most inspires them to give, however, email is a close second at 27%. Of those donors inspired by social media, 56% say that Facebook inspires them the most. 20% say Instagram, and 13% say Twitter. Get the report: https://nptechforgood.com/wp- content/uploads/2019/02/2018- GivingReport-English.pdf TWEET @JULIACSOCIAL @NONPROFITORGS
- 11. RAISED ON FACEBOOK ON GIVING TUESDAY 2018. THAT’S UP FROM $45 MILLION ON GIVING TUESDAY 2017. TWEET @JULIACSOCIAL @NONPROFITORGS
- 12. HOW TO CHOOSE THE BEST SOCIAL MEDIA PLATFORMS FOR YOUR SMALL NONPROFIT TWEET @JULIACSOCIAL @NONPROFITORGS
- 13. BEFORE JUMPING ON A NEW DIGITAL CHANNEL: Is your audience there? Can you add value to this channel or just more noise? What can you post that will be interesting and unique? Why are you using this channel specifically? TWEET @JULIACSOCIAL @NONPROFITORGS
- 14. CONSIDER: Can you design and create content specific to that channel? Do you have the capacity to manage another channel? Research Knowledge Content creation Measurement/analysis TWEET @JULIACSOCIAL @NONPROFITORGS
- 15. IRS SOCIAL MEDIA STRATEGY TWEET @JULIACSOCIAL @NONPROFITORGS
- 16. YOUR NEW MANTRA Less is more. Focus over frantic. TWEET @JULIACSOCIAL @NONPROFITORGS
- 17. 4 STEPS TO A SUCCESSFUL SOCIAL MEDIA FUNDRAISING CAMPAIGN TWEET @JULIACSOCIAL @NONPROFITORGS Specific ask Have a specific ask – “Donate $25 now to feed a family for Thanksgiving.” Urgency Create a sense of urgency to participate during the campaign (matching gift, deadline). Infrastructure Create the donation page on your website or use outside crowdfunding software (Classy, CauseVox, GoFundMe, Facebook, etc.) Build trust Prime the pump – build up an engaged community on social media BEFORE launching the campaign.
- 18. STEP 1: BUILD A COMMUNITY FOR SOCIAL MEDIA FUNDRAISIN G TWEET @JULIACSOCIAL @NONPROFITORGS
- 19. DONORS WANT STORIES! Resource: https://www.classy.org/blog/want-donors-to-give-again-read-this/ TWEET @JULIACSOCIAL @NONPROFITORGS
- 20. Source: http://www.queerideas.co.uk/my_weblog/2015/10/the-fundraising-paradox.html TWEET @JULIACSOCIAL @NONPROFITORGS
- 21. KNOW YOUR AUDIENCE. What do your supporters really value? What do they want to know more about as related to our nonprofit and our work? What motivates them? TWEET @JULIACSOCIAL @NONPROFITORGS
- 22. KNOWLEDGE GAPS What does your target audience already know about you? What misconceptions may they have about the population you work with or the work that you do? TWEET @JULIACSOCIAL @NONPROFITORGS
- 23. BUILDING AN ENGAGED SOCIAL MEDIA COMMUNITY MEANS: Building trust Educating people around the issues Showcasing your impact Eliciting emotion and excitement Inspiring people and making them proud to be in your court TWEET @JULIACSOCIAL @NONPROFITORGS
- 36. STEP 2: DESIGN A SEAMLESS ONLINE DONATION EXPERIENCE . TWEET @JULIACSOCIAL @NONPROFITORGS
- 37. GET YOUR WEBSITE READY TWEET @JULIACSOCIAL @NONPROFITORGS
- 39. CHOOSE OUTSIDE PLATFORMS IF NEEDED Facebook YouTube Giving CauseVox Crowdrise Classy Many, many more: Top 10 Crowdfunding Platforms for Nonprofits TWEET @JULIACSOCIAL @NONPROFITORGS
- 41. FACEBOOK FUNDRAISER S 18% of donors worldwide have donated to a charitable organization directly through Facebook. Of those, 88% say they are likely to give again through Facebook. Get the report: https://nptechforgood.co m/wp- content/uploads/2019/02 /2018-GivingReport- English.pdf TWEET @JULIACSOCIAL @NONPROFITORGS
- 44. TWITTER - @JULIACSOCIAL #NPDAY2018
- 45. HOW CAN WE USE FACEBOOK FUNDRAISERS? https://donations.fb.com Encourage your supporters to set them up Explain the process Give them advice, tips, tricks to setting up a successful fundraiser TWEET @JULIACSOCIAL @NONPROFITORGS
- 48. COMING SOON: INSTAGRAM DONATIONS Both individuals and charities themselves will be able to use Instagram’s donation sticker in their Instagram Story posts to gather donations for a cause. When users click on the sticker, they will go directly to the charity’s donation form. Users must select the organization that will receive these donations from a list of charities that Facebook has preapproved. 501(c)(3) tax-exempt status “in good standing” Participating nonprofits can pre-set donation amounts, beginning at $5. TWEET @JULIACSOCIAL @NONPROFITORGS
- 49. YOUTUBE GIVING TOOLS TWEET @JULIACSOCIAL @NONPROFITORGS
- 51. HOW CAN WE USE YOUTUBE GIVING TOOLS? Register with Google for Nonprofits: https://www.google.com/nonprofits/ Fundraisers are rolling out now – still in beta Use the tools available now: Link anywhere cards let you link supporters to any external URL Donation cards can help with fundraising and to rally supporters Creator Academy offers lessons tailored to nonprofits TWEET @JULIACSOCIAL @NONPROFITORGS
- 52. STEP 3: CREATE A SENSE OF URGENCY. TWEET @JULIACSOCIAL @NONPROFITORGS
- 55. TIMELINESS – WHY NOW? The impromptu campaign went on to raise $3,700 per inch of snow. By the next day, 11.4 inches fell and the Twitterverse pledged over $41,000 for charity. Wheeler Mission can provide 18,222 delivered meals for vulnerable community members with that amount. TWEET @JULIACSOCIAL @NONPROFITORGS
- 56. STEP 4: MAKE THE ASK SPECIFIC. TWEET @JULIACSOCIAL @NONPROFITORGS
- 59. BATTLE- TESTED TOOLS Canva – https://about.canva.com/ en_in/canva-for- nonprofits/ Animoto – https://animoto.com/busi ness/non-profit WordSwag mobile app – http://wordswag.co/ TWEET @JULIACSOCIAL @NONPROFITORGS
- 60. BATTLE- TESTED TOOLS Hootsuite – https://hootsuite.com/pa ges/landing/non-profit- discount-application Buffer – https://buffer.com/nonpr ofits BuzzSumo – http://buzzsumo.com/no nprofits/ TWEET @JULIACSOCIAL @NONPROFITORGS
- 61. 3 KEYS TO SOCIAL MEDIA FUNDRAISING SUCCESS Confidence –in your voice, in taking risks, and in being yourself Consistency – showing up regularly and being present Content – that people like to watch, read, share, comment on TWEET @JULIACSOCIAL @NONPROFITORGS
- 62. QUESTIONS? Twitter: @JuliaCSocial Julia@jcsocialmarketing.com www.jcsocialmarketing.com Free Facebook Group for nonprofit social media managers: https://www.facebook.com/ groups/socialmediastorytelli ng/ TWEET @JULIACSOCIAL @NONPROFITORGS
Editor's Notes
- Creating engaging, well-received content is the name of the social media game. The best way to create your own high-performing social media content strategy is by completing the 3 steps that we will cover today: Brainstorm Content Categories that are laser-focused on your target audience and to your specific nonprofit; List out several different Content Types, based on what works on each social media platform, as well as the technical capacity and resources of your org; Put the Content Categories and the Content Types together into a Content Calendar.