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Social Media Strategy in
Businesses & Nonprofits
MRKT E-122
David Karp
Firstgiving.com
18 February 2009
Agenda
Introductions
About Firstgiving
A case: Twestival
Who’s here tonight?
Social media types?
NPO types?
Business types?
Marketeers?
Consultants?
Tweeple?
About David Karp
Director of marketing, Firstgiving
Blogger, limeduck.com
Board of directors, Photographic Resource Center...
About Firstgiving.com                          fg
A private, for-profit company (“social enterprise”)
Founded 2003 from Ju...
Fr
Fundraisers?
Fundraisers are people who raise money
They connect causes and organizations with the
donors and donations...
do
           do
 do                        do
      do        do                  do
                          do
 do
   ...
Our web 1.0 math
1 NPO -> 21 Fundraisers -> 160 Donors
Average donation ~$55
Average fundraising page ~$300
Average premiu...
“The leading social
platform for fundraising for
any nonprofit cause”
Nonprofits raise money with Firstgiving by asking
th...
“Dedicated, dynamic
fundraising experts”
We’ve learned a lot about fundraising in five years,
and our fundraisers and nonp...
How do you make money?
5% transaction fee on donations
Optional $300/year fee for nonprofits
Who pays?
Who feels like they pay?

                 fg    do

                NPO    Fr
Firstgiving in action:
Fundraiser drives
Make a fundraising page
Ask your friends
Get donations
Firstgiving in action:
Charity drives
Get an account
Make a start page
Ask your supporters to set up fundraising pages
Get...
Which channel generates
more activity, more
revenue?




               NPO    Fr
The social media stuff
Email
Email is the most important mode of
communication
Fundraisers use Firstgiving’s email tool to reach
out to their add...
Facebook
Links on walls are best
There’s also a Firstgiving facebook app
Blogs
Firstgiving’s flash widget is embeddable in blogs
and websites
Firstgiving has two blogs
      www.onlinefundraising...
Twitter and the rest
More ways to promote a fundraising page or a
fundraising event
Digg, Stumbleupon, Flickr, Vimeo, YouT...
A case: Twestival
Twestival
All-volunteer, Twitter-based, global fundraising
event for clean water (Charity:Water)
200 cities
$1M target
Eac...
Tweet and give
Tipjoy, a micropayment service, donated their fee
$5 ask, no minimum
Listen and give
Artists donate songs, people download them
Ebay and give
A handful of charity auctions
Autographed stuff
Consulting time with social media stars
Drink and give
Each city hosted a party with ~$25 door fee
Boston event was at OM in Harvard Sq
That’s a lot of social media
So, what happened?
How much do you think Twestival raised?
Where did most of the money come from?
We’re not sure what
happened
No central accounting?
Post-event letdown?
Volunteer fatigue?
Transparency fail?
Just disorga...
Some figures
Charity:Water says $250k
Tipjoy says $25k
Twestival.fm says $5k
(did only 10% really come through twitter?)
That’s not $1,000,000
Make no mistake, $250k is a lot
Did Twestival overreach or underperform?
What did it really cost?
Ho...
Some of my theories
Ask for more…
it’s for a good cause
$5 is too little to ask, even with huge distribution
Actual average gift thru Tipjoy m...
Chickens
vs.
Pigs
In order to make a ham omelet, you’re going to
need a chicken and a pig…
Involved
vs.
Committed
The chicken is involved.
The pig is committed.
What’s the level of
commitment in a social
media ask?
How important are Facebook statuses and tweets
compared to emails an...
Facebook’s Causes app
500,000 daily active users
17 million total installs
In 2008, raised $2.5M for 20,000 charities
That...
Dunbar’s number
..the theoretical cognitive
limit to the number of people


                                150
with whom ...
Do volunteers outperform
paid professionals?
See Dan Pallotta’s book, “Uncharitable”
How different are NPOs
from business, really?
Thank you
David Karp
david@firstgiving.com

David Karp
@limeduck
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
Social Media Strategy In Businesses & Nonprofits
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Social Media Strategy In Businesses & Nonprofits

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Social Media Strategy In Businesses & Nonprofits

  1. Social Media Strategy in Businesses & Nonprofits MRKT E-122 David Karp Firstgiving.com 18 February 2009
  2. Agenda Introductions About Firstgiving A case: Twestival
  3. Who’s here tonight? Social media types? NPO types? Business types? Marketeers? Consultants? Tweeple?
  4. About David Karp Director of marketing, Firstgiving Blogger, limeduck.com Board of directors, Photographic Resource Center Social media fan Social media skeptic
  5. About Firstgiving.com fg A private, for-profit company (“social enterprise”) Founded 2003 from Justgiving UK 15 employees in US $80 million raised for 20,000 nonprofits 1.5 million donors and fundraisers
  6. Fr Fundraisers? Fundraisers are people who raise money They connect causes and organizations with the donors and donations they need Some are paid (“development officers”) and some are volunteers Fundraisers are key to Firstgiving’s model
  7. do do do do do do do do do do Fr Fr NPO Fr
  8. Our web 1.0 math 1 NPO -> 21 Fundraisers -> 160 Donors Average donation ~$55 Average fundraising page ~$300 Average premium account NPO ~$30,000
  9. “The leading social platform for fundraising for any nonprofit cause” Nonprofits raise money with Firstgiving by asking their supporters to ask their friends and colleagues for donations Firstgiving provides the social tools, security and financial accounting We help turn donors into fundraisers
  10. “Dedicated, dynamic fundraising experts” We’ve learned a lot about fundraising in five years, and our fundraisers and nonprofits look to us for information and ideas
  11. How do you make money? 5% transaction fee on donations Optional $300/year fee for nonprofits
  12. Who pays? Who feels like they pay? fg do NPO Fr
  13. Firstgiving in action: Fundraiser drives Make a fundraising page Ask your friends Get donations
  14. Firstgiving in action: Charity drives Get an account Make a start page Ask your supporters to set up fundraising pages Get donations
  15. Which channel generates more activity, more revenue? NPO Fr
  16. The social media stuff
  17. Email Email is the most important mode of communication Fundraisers use Firstgiving’s email tool to reach out to their address books for donations
  18. Facebook Links on walls are best There’s also a Firstgiving facebook app
  19. Blogs Firstgiving’s flash widget is embeddable in blogs and websites Firstgiving has two blogs www.onlinefundraisingblog.com www.teamfirstgiving.com
  20. Twitter and the rest More ways to promote a fundraising page or a fundraising event Digg, Stumbleupon, Flickr, Vimeo, YouTube, etc.
  21. A case: Twestival
  22. Twestival All-volunteer, Twitter-based, global fundraising event for clean water (Charity:Water) 200 cities $1M target Each city to raise money for a well, $4-12k
  23. Tweet and give Tipjoy, a micropayment service, donated their fee $5 ask, no minimum
  24. Listen and give Artists donate songs, people download them
  25. Ebay and give A handful of charity auctions Autographed stuff Consulting time with social media stars
  26. Drink and give Each city hosted a party with ~$25 door fee Boston event was at OM in Harvard Sq
  27. That’s a lot of social media
  28. So, what happened? How much do you think Twestival raised? Where did most of the money come from?
  29. We’re not sure what happened No central accounting? Post-event letdown? Volunteer fatigue? Transparency fail? Just disorganzied?
  30. Some figures Charity:Water says $250k Tipjoy says $25k Twestival.fm says $5k (did only 10% really come through twitter?)
  31. That’s not $1,000,000 Make no mistake, $250k is a lot Did Twestival overreach or underperform? What did it really cost? How repeatable is it?
  32. Some of my theories
  33. Ask for more… it’s for a good cause $5 is too little to ask, even with huge distribution Actual average gift thru Tipjoy more like $20-25 Small donations make most marketing unprofitable Small auctions can leave money on the table Was sponsorship available?
  34. Chickens vs. Pigs In order to make a ham omelet, you’re going to need a chicken and a pig…
  35. Involved vs. Committed The chicken is involved. The pig is committed.
  36. What’s the level of commitment in a social media ask? How important are Facebook statuses and tweets compared to emails and phonecalls?
  37. Facebook’s Causes app 500,000 daily active users 17 million total installs In 2008, raised $2.5M for 20,000 charities That’s $125/charity on average Less than a dollar per active user?
  38. Dunbar’s number ..the theoretical cognitive limit to the number of people 150 with whom one can maintain stable social relationships. [wikipedia]
  39. Do volunteers outperform paid professionals? See Dan Pallotta’s book, “Uncharitable”
  40. How different are NPOs from business, really?
  41. Thank you David Karp david@firstgiving.com David Karp @limeduck

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