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Who's Afraid of eGiving and Social Media


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Social media presentation to 50 NPO professionals

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Who's Afraid of eGiving and Social Media

  1. 1. Who’s Afraid of E-Giving and Social Media? Best Practices and Lessons Learned Lindsay Reene E-Philanthropy Coordinator Alzheimer’s Association, Georgia Chapter [email_address] (slides available at )
  2. 2. <ul><li>Our Mission </li></ul><ul><li>To eliminate Alzheimer’s disease through the advancement of research and promotion of brain health, and to enhance care and support for all individuals, their families and caregivers. </li></ul><ul><li>Our Vision </li></ul><ul><li>A World without Alzheimer’s Disease </li></ul>About Us Alzheimer’s Association, Georgia Chapter
  3. 3. <ul><li>People using tools (like blogs and video) and sites (like Facebook and Twitter) to share content (often user-generated) and have conversations online. </li></ul><ul><li>A new, effective way to enhance that which is most critical to nonprofit success: creating, maintaining, and nurturing relationships </li></ul>What is social media?
  4. 4. <ul><li>Revolutionary Connectivity </li></ul><ul><li>“ The Real Life Social Network” </li></ul><ul><li>What attracts is celebs. What motivates is personal . </li></ul>Why Does It Matter?
  5. 5. <ul><li>Volunteer Ask friends </li></ul><ul><li>Vote Ask friends </li></ul><ul><li>Choose job Ask friends </li></ul><ul><li>Donate money Ask friends </li></ul><ul><li>We all know this is how influence happens. </li></ul><ul><li>Social media allows us to exponentially leverage our influence to motivate behavior. </li></ul>Paul Adams: Smart Guy at Google
  6. 6. Who Is Using It?
  7. 7. <ul><li>Development </li></ul><ul><ul><li>Event fundraising tools </li></ul></ul><ul><ul><li>Online promotion </li></ul></ul><ul><li>Programs and Services </li></ul><ul><ul><li>Exposure to services and support available </li></ul></ul><ul><ul><li>Create relationships and then connect with specialists </li></ul></ul><ul><ul><li>Online forum: accessible where they are </li></ul></ul><ul><li>To Mama with Love </li></ul>How Are Charities Using It?
  8. 8. <ul><li>Participants using online tools raise six times more than non-users. </li></ul><ul><li>Participants who send more emails raise more money ($50 per donation * ¼ response rate = $12.50 raised per email sent ) </li></ul>Event Fundraising Tools
  9. 9. <ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>End of year video campaign </li></ul><ul><li>Dancing Stars video </li></ul><ul><li>(Lessons Learned: we have not run a successful campaign limited to Facebook or Twitter platform) </li></ul>Online Promotion
  10. 10. <ul><li>Exposure to services and support available </li></ul><ul><li>Referral Source: Create relationships and then connect with specialists </li></ul><ul><li>Online forum: accessible where they are </li></ul>Programs and Services
  11. 11. <ul><li>Show a Mama you love her this Mother’s Day. Change the world. </li></ul><ul><li>( ) </li></ul>To Mama with Love
  12. 12. To Mama with Love
  13. 13. <ul><li>What did it require?: </li></ul><ul><ul><li>Website design specific to campaign ($5,000-$10,000 by a private agency) </li></ul></ul><ul><ul><li>Well-drafted email content (with links well-placed) </li></ul></ul><ul><ul><li>Email database management </li></ul></ul><ul><ul><li>Staff </li></ul></ul><ul><li>How much did it raise? Over $150,000 </li></ul>To Mama with Love
  14. 14. Where do you fit on the continuum? I plan to avoid Book Face at all costs!” “ Friend, Fan, Like … what’s the difference??” I post witty status updates so that my friends think I have a life. Seasoned Professionals Cross-Department Literates New Media Devotees
  15. 15. What should I do? <ul><li>Support that relationships evolve online, even if you’re not experiencing that. </li></ul><ul><li>Be honest. </li></ul><ul><li>Trust instincts. A good online communicator will also communicate well in-person. </li></ul><ul><li>Pass along helpful tips and articles </li></ul><ul><li>Follow your nonprofit’s Facebook page on Facebook </li></ul><ul><li>Post pictures – you’ll be surprised how much you learn. </li></ul>Seasoned Professionals Cross-Department Literates New Media Devotees <ul><li>Don’t tweet your lunch. </li></ul><ul><li>Attitude of gratitude </li></ul><ul><li>Follow celebs as a guilty indulgence … but … </li></ul><ul><ul><li>Engage with real live friends (gasp!) </li></ul></ul><ul><ul><li>Or, connect with narrow niche interest people online … and then meet them in person. </li></ul></ul>
  16. 16. <ul><li>Create (or delegate someone to create) your organization’s Facebook Fan/Like page. Post once per week. </li></ul><ul><li>Email subscribe to a few blogs. Read the email once per week. </li></ul><ul><ul><li>NTEN (go to the conference!) </li></ul></ul><ul><ul><li>Blackbaud NetwitsThinkTank </li></ul></ul><ul><ul><li>Beth Kanter </li></ul></ul><ul><ul><li>Many, many, many, many, others are great and available. </li></ul></ul>How to Get Started
  17. 17. <ul><li>Paul Adams : “ The Real Life Social Network v.2 ” (via Social Fish Food and Maddie Grant) </li></ul><ul><li>Fundraising 123 : Using Social Networking Sites to Promote your Mission </li></ul><ul><li>Maximizing Reach and Revenue with Friends Asking Friends (FAF) Events from Blackbaud White Papers </li></ul>References
  18. 18. <ul><li>See slides on Slideshare or at </li></ul><ul><li>Lindsay Reene </li></ul><ul><li>E-Philanthropy Coordinator </li></ul><ul><li>Alzheimer’s Association, Georgia Chapter </li></ul><ul><li>[email_address] </li></ul>Thank you!