Social Media Fundraising, making it work

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You are already engaging in social media: you have a Twitter account, a Facebook fan page and a YouTube channel... but it doesn’t do anything! Are you doing anything wrong or are your donors just not using social media? If you understand social media, join this session to get into the nitty gritty of converting social media activity into donations.

The training was delivered as part of the fundraising fair at the Directory of Social Change.

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  • 1. Listen to people who talk about you
  • >> Use social media to make it easy to reach you: they should all link to each other
  • Get feedback!
  • 2. Lead the conversation >> on Facebook, use applications like FMBL (for html page as first landing), Poll, Promotions
  • Divide and conquer: no 1 department owns social media. Best tip = encourage everyone to spent 15 min a day on social media
  • Find champions > How do you know who are your champions? (next slide)
  • Learn about the different types of people > 3. Measure your KPIs
  • 3. Measure your performance >> Monitor your brand online using these
  • Remember that social media is a tool so: what are your 3 objectives? What are the challenges you want to solve using social media?
  • 4. Adapt to THEM >> this magic solution doesn’t exist! As soon as it’s out, everyone grabs it and it works less and less… you must adapt to your audience, supporters, donors, beneficiaries, etc…
  • If they feel like this it’ll work
  • If they feel like this, won’t work!
  • How differently would you talk to these people?
  • Don’t make it over complicated: use them to generate the ideas!!
  • Remember that this still applies!!!
  • Remember to add value to your audience with new ideas
  • Social Media Fundraising, making it work

    1. 1. Noam Kostucki
    2. 2. Hello Everyone! I have just joined this group and saw you were asking about how Social Networking helps with fundraising. I work for a charity called Save the Family that supports homeless families and we have a twitter site maintained by one of our lovely fundraising assistants. We have found it to extremely helpful but not so much with raising funds as it is with raising support, interest and putting out appeals. This month we needed to get turkeys for our families to have for Christmas Dinner. We sent out an appeal on Twitter and within 24 hours we had secured 60 Turkeys from a generous donor! They not only delivered them to us but we also put together a press release from this donation, are going to be featured in a farming magazine and have developed a relationship with the hope that we will be able to replicate this donation next year and hopefully for years to come. Its hard to get actual funds from Twitter, but if you need help getting volunteers, donation or support then its a really efficient way to communicate needs and its great to have people approach you who want to help rather than you always having to convince people of a worthy cause. To find us look for "Save the Family UK", Emily Ghazarian
    3. 3. Are you also confused?
    4. 4. 7 • Wikipedia: 181 SNS • Mashable: 350+ SNS • Ning: 2,000,000 SNS 7 2,000,000
    5. 5. The Family of Sir William Young talking about you on Facebook
    6. 6. 12
    7. 7. 13
    8. 8. 15
    9. 9. 19
    10. 10. “To avoid the hassle of paperwork” £50K+, 60-64, “Just for cash flow reasons” £50K+, 75-79, “Can make it an equivalent to a larger donation” £15K-£20K, 35-39, “At that level once a year is easier, just one lump sum” £10K-£15K, 65-69, “I think it seemed more practical and we thought that from the organisation’s point of view it was better to have that lump sum and to get all the interest from it over the years” Undisclosed, 75-79, “I would forget if it was spread out; I’d rather just pay it. It gives you a chance to reconsider at the end of the year” £10-£15K, 55-59, For those who preferred to contribute more often, convenience was also a theme, but also allowing for unplanned giving/requests and perhaps as a (conscious) tactic to inflate the total amount contributed. “Money raised from the trips goes to the gallery” £25K-£30K, 30-34, “Mainly because I was asked by [fundraiser] – [...] depending on what it is for I sometimes say yes [...] I am very encouraged by what I see [at the theatre] so I am very happy to give” Undisclosed, 75-79,
    11. 11. 24
    12. 12. 27
    13. 13. 28
    14. 14. 29
    15. 15. 30
    16. 16. Keep an eye on the prize 1. 2. 3.
    17. 17. More cultural differences...
    18. 18. The Giving Pyramid LEGACY BIG GIFT Regular Donor Occasional Donors/ Subscribers Warm Supporters The general public
    19. 19. 4141
    20. 20. Noam Kostucki www.bit.ly/noamkos Connect on Text

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