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Mixing Social
 Media and
Fundraising



            Beth Kanter, Beth’s Blog
Beth Kanter: Offline




     Photo by Steve Goodman
Beth Kanter: Online

           Profiles
              &
                                            Content in
          Presence
                                           many places


RSS
Powered
                                                      network
                            Sharing photos,
                           bookmarks, videos,
                               and more
                                                Conversations

             Fundraising
Kentucky Nonprofits
Take Aways




A basic understanding
Resources for further exploration
An idea or two for experimentation
                      http://www.flickr.com/photos/dslrninja/
Agenda Overview

Morning
What, Why, Strategies and Tools


Afternoon
Small Group Work
Fundraising 2.0 Game
David Wilcox
http://socialmedia.wikispaces.com/Social+media+game
http://internet-fundraising.wikispaces.com/
Photo by Preetam Rai
And you?




http://www.flickr.com/photos/raincitystudios/


                       Two Minute Poll
Using the Internet to instantly
collaborate, share information, and
have a conversation about ideas
we care about.
Anthropology
  Professor
Michael Wesch
   from the
 University of
    Kansas
explains it best

  Let’s Watch
What do
 you think
are the core
  themes?




http://www.flickr.com/photos/kk/
Listening

http://www.flickr.com/photos/sookie/
Conversations




http://www.flickr.com/photos/vox/
Kentucky Nonprofits
y!
                      ss
                     e
                   sM
                 t’
                I




http://www.flickr.com/photos/petroleumjelliffe/
How is that
different from
Web 1.0?
Web 1.0




          Source: Alan Levine – CogDog Blog
Web 2.0
Why does it matter?
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Digital Natives
Kentucky Nonprofits
They’re      They are
 comfortable      future
with using new   donors!
    media!
Trust Factor




               http://www.nielsenbuzzmetrics.com/cgm.asp
Social Media matters because …

   •   The Trust factor
   •   Impacts to Google Results
   •   Rapid Word of Mouth
   •   Different than Broadcast Marketing
   •   To cultivate the next generation of
       donors, volunteers, stakeholders
Impact on Google Results
Kentucky Nonprofits
Why Important…

  •   The Trust factor
  •   Impacts to Google Results
  •   More visible to mainstream journalists
  •   Rapid Word of Mouth
  •   Different than Broadcast Marketing
  •   To cultivate the next generation of
      donors, volunteers, stakeholders
Tools come and go
Why?
Understand the hard truths of
raising money …..
Stories that tug at the heart
strings
Donor loyalty
Show me the money!
Who you know is very
important
Now, where
did I toss that
   postage
   meter?
Traditional
 Offline/Online
      Tools


       Media
     Direct Mail              Awareness
                            Awareness
      Web Site                  Interest
                              Awareness
                              Interest
  Email Newsletter          Consideration
                                Interest
                           Consideration
        CMS             Awareness
                                Donate
                            Consideration
                              Donate
        CRS              Interest
                                Donate
Internet Advertising   Consideration
        SEO               Donate
  Online Donations
EmailMarketing
                 Online Auctions
                 Virtual Gift Catalog
                 Online Merchandising
                 Fundraising Events
                 Direct Mail
                 Traditional Media
                 Membership & Online Renewal
                 Pay Per Click
                 Blogs
                 YouTube
                 Flickr
                 Facebook




Will It Blend?
Web 2.0/Bleeding Edge or
     Basic Needs and
 Traditional Approaches?




 It’s both/and not an either or!
INSERT NAME OF
COOL NEW SOCIAL
   MEDIA TOOL
To Reach Outcomes!
Reputation
                                               Awareness
                       Outcome                   Leads
                                               Volunteers
                                               Donations
                                              Subscriptions
                                              Sign Petition

                          Tools
       Audience

                  Strategy           Budget
Conversations

                          Staffing
           Content
                   What to Measure?
                                  Metric
                                        Measurement
Questions and break ….
Blogs
Technorati
RSS
Tagging
Social Bookmarking
Flickr
Video Sharing
Social Networking Sites
Twitter
Won’t
                    someone
                    get hurt?




http://www.flickr.com/photos/tomthephotographer/
Reputation
                                               Awareness
                       Outcome                   Leads
                                               Volunteers
                                               Donations
                                              Subscriptions
                                              Sign Petition

                          Tools
       Audience

                  Strategy           Budget
Conversations

                          Staffing
           Content
                   What to Measure?
                                  Metric
                                        Measurement
Find People and Listen
Kentucky Nonprofits
A homeless
person isn’t
  someone
you pass on
  your way
into a fancy
 restaurant
Think google for social media
      conversations …
Kentucky Nonprofits
http://www.flickr.com/photos/alismith44/




Listening:
Read a few good blogs
There are two ways to consume information on the web
How does it work?

RSS Reader
           http://www.flickr.com/photos/smudie/
How do they work?

1.   What do you monitor?
2.   Search terms
3.   Set up
4.   Monitor




Technorati Search, Watchlists
and Google Alerts

RSS Reader
Join the Conversation




          http://www.flickr.com/photos/vox/
Kentucky Nonprofits
The ability to have a
conversation
Read and comment on blogs
  Think before you write!

     What did they say well?
      What did they miss?
        Answer questions
   What are other people saying
    How does it apply to you
          Look forward
         Look backward
           Ask what if?
Get bloggers to
write about your
organization




                   http://www.flickr.com/photos/brettlider/
Your Blog
Individual Blogs


      Reflect about
      your practice

      Connect with
         peers

      Back up brain




http://www.flickr.com/photos/kk/
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Creating a blog takes less
time than making this
How does it work?
Let’s Take A Break!
Tell Your Story in Text
Blog the Impact of
your program!
Kentucky Nonprofits
Publicly advocate a point of view
From a different perspective
“The best blogs start
   conversations,
  they don’t control
 them” – Seth Godin
But, we are too
                                     busy saving the
                                         whales!




http://www.flickr.com/photos/petelidwell/
Bad idea



 My .org
In order of amount of
    time/investment/complexity
•   Find blogs
•   Read blogs
•   Comment on blogs
•   Get bloggers to write about your program
•   Write personal blog about your practice
•   Internal org blog behind the firewall
•   Org public blog – group authors
•   Blogs by patients or clients as support
    service
Photos can tell your stories




Project 7: Tell Your Story In Pictures
Watercooler conversations
 (mediated by photos)
              1) I share my pics ->


                                 -> with you --->




                          -->You share your pics ->

          ---> with him




                                   Source: Slideshare by Rashmi Sinha
Social Features
Kentucky Nonprofits
Kentucky Nonprofits
http://www.flickr.com/photos/zoomar/




Flickr it isn’t just about doggy photos
Your Flickr Account as Organizational brochure
A Flickr Group To Record A Short-Term Activity
Kentucky Nonprofits
Community Organizing
A Contest
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Watch
Social Networking
Social Networks: First Generation

                                               1) I am linked to ->


                                                                  -> to you




                                        --->You are linked to her ->


                                                                 -> to her…




   Source: Slideshare by Rashmi Sinha
Kentucky Nonprofits
Now I
know
all
these
people!
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Where’s our target
              audience?
•What social networking site has my
audience?
•How do they use technologies?
•What are they talking about?
•Who are they?
•What do they want?

     -Ask them (surveys)
     -Field research
     -Analyze demographics of site
What about using more than one site?
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Outreach
Friendship




     Profile Content



                  Workflow
2 hours a day
Establish a routine and stick to it
Kentucky Nonprofits
Time Savers


A Few Time Savers ….
If I had to log into
              every social
              networking site I use
              to keep, I'd shoot
Time Savers
              myself.quot;
Applications that cross-post
automatically or bookmarklets
Kentucky Nonprofits
Kentucky Nonprofits
Project 9: Social
Presence
Dip in or Stay Hyper Connected
How Used?




 In an emergency?
Project 10: Widgets
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Kentucky Nonprofits
Tagging
• 3 words – related to
fundraising
• Passion
• Find a kindred spirit
• Have a conversation
Just three words….
Reputation
                                               Awareness
                      Outcome                    Leads
                                               Volunteers
                                               Donations
                                              Subscriptions
                                              Sign Petition

                       Channels
       Audience

                Strategy Map
Conversations                        Budget

                         Staffing
           Content
                  What to Measure?
                               Metrics
                                     Measurement
Metrics are the attributes or
factors that are important for you
to measure results or make
improvements.
Kentucky Nonprofits
What is measurement?




The process of determining the result
            of a strategy
The hard truth
about social
media
measurement …
Social Media
measurement is
not like Martha
Intangible
Kentucky Nonprofits
AELIA


Audience
Engagement
Loyalty
Influence
Action
Audience




                       Who
           # Trend for Unique
                      Visitors
Engagement = Interaction + Attention

                      •What do they click
                      on?

                      •How long do they
                      stay?

                      •How many people
                      comment on posts?

                      •What is the shape of
                      the conversation?

                      •What is your post to
                      comment ratio?
Posts
   _____
Track backs +
  Comments
Kentucky Nonprofits
Loyalty




RSS Subscribers - trends, not actual numbers
Repeat visitors
Tell other people about you
Grain of Salt
Influential Ideas: Memes,
and their intensity over time
Intent/Action




                Goal
                Conversion Rate
                Qualitative Data
Reputation
                                               Awareness
                      Outcome                    Leads
                                               Volunteers
                                               Donations
                                              Subscriptions
                                              Sign Petition

                       Channels
       Audience

                Strategy Map
Conversations                        Budget

                         Staffing
           Content
                  What to Measure?
                               Metrics
                                     Measurement
Low Risk Experiments




   http://www.flickr.com/photos/striatic
Kentucky Nonprofits
• A project that won’t take much
  time and relates to org goals.
• Write down your successes.
• Write down your challenges.
• Ask the people you want to
  connect with whether they think
  your outreach and listening is
  valuable.
• Watch other nonprofits and copy
  and remix for your next project.
• Rinse, repeat.
Reputation
                                               Awareness
                      Outcome                    Leads
                                               Volunteers
                                               Donations
                                              Subscriptions
                                              Sign Petition

                       Channels
       Audience

                Strategy Map
Conversations                        Budget

                         Staffing
           Content
                  What to Measure?
                               Metrics
                                     Measurement
Contact Information


Beth Kanter
beth@bethkanter.org


Beth’s Blog
http://beth.typepad.com
Don’t Forget!
                                                http://bethkanter.wikispaces.com




It takes 21 days to make a habit – what one project what first step will implement?
Write it on a business card, give it to me, and I’ll email you in 21 days!

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