Social Media, Crowdfunding andMicrovolunteering for Charities and Non-Profits Presented by: Rebecca Coleman - Paul Dombowsky – Jennifer Robertson April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 2 Today’s Hashtag#TelusVictoriaCommunity April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 3TODAY’S AGENDA• Opening Remarks – Mel Cooper | 12:00 pm• Introduction to Workshop – Paul Dombowsky• Social Media for Charities and Non-Profits – Rebecca Coleman• Door Prize Draw• Microvolunteering – Jennifer Robertson• Door Prize Draw• Crowdfunding for Charities and Non-Profits – Paul Dombowsky• Door Prize Draw• Closing Remarks – Mel Cooper | 2:50 pm April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 4WelcomeWhy you’re here…Today’s workshop will look at:• Social media and its impact on fundraising and volunteer recruitment efforts• Crowdsourcing and Crowdfunding - what are they and how can you use them• Fundchange.com - what is it, how can you participate, and lessons from our first year• Koodonation.com - what is it and how can you take advantage of its community of microvolunteers• Crowdfunding / project based fundraising – opportunities and things to watch for• Options for engaging a new generation of donors• AND – provide an opportunity to hear from you April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 5WelcomeWho we are …• Rebecca Coleman Rebecca Coleman has been a freelance theatre publicist since 2001, working for companies like Touchstone, Ruby Slippers Theatre, Capilano University’s Theatre Department, Presenta;on House, Radix, and Leaky Heaven Circus. An early adopter of Social Media (she began blogging and joined Facebook in 2007, and Twi[er in 2008), she has become increasingly interested in using it as a marke;ng tool, and writes about the subject frequently on her blog, The Art of the Business. She has wri[en a couple e-‐books on Geang Started With Social Media for Ar;sts and Arts Organiza;ons, and instructs courses in Social Media Marke;ng at Emily Carr University and BCIT, and travels interna;onally giving workshops.• Jennifer Robertson Koodona;on is the ﬁrst ever Canadian online microvolunteering community. Koodona;on has been launched and operates as a charitable, not-‐for-‐proﬁt ini;a;ve by Koodo Mobile• Paul Dombowsky Fundchange is one of Canada’s ﬁrst crowdfunding sites for chari;es, non-‐proﬁts and arts groups to fund change in our communi;es -‐ one project at a ;me. April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 6Social MediaRebecca Coleman April 20, 2012
Getting Started with Social MediaFor Charities and Not-for-Profit Organizations Rebecca Coleman
Resistance• Social Media is a time-waster• Social Media is a fad• Loss of control• Learning the new technology• We have an older audience
Creating a Plan• Social Media is an investment of time (3-6 months)• Build on your success• Choose someone to be your voice• Repurpose, repurpose, repurpose• All roads lead back to a central location• Own your name
• We feel it’s really important to engage with our stakeholders, to form relationships and to earn their trust. We strive to be the leading organization in Canada dedicated to a future without breast cancer, but we can only do that work if we’re credible and open to our donors, partners and volunteers. Social marketing brings us this opportunity. It helps us give a face to the work.• Gillian Behnke, Director of Marketing, Canadian Breast Cancer Foundation, BC/Yukon Chapter
By the Numbers• Facebook (800 Million)•Twitter (200 Million)•Pinterest (104 Million)•LinkedIn (100 Million)•YouTube (2-3 Billion hits/day)
Current Statistics66% use Facebook advertising for branding and awareness • NFPs have, on average, 8,317 members on Facebook, an 81% increase from 2011 • And an average of 3,290 followers on Twitter, a 30% increase • 93% of nonprofits have a presence on the top commercial social networks (link)
Facebook• Create a Page in the new Timeline Format• Populate the page with info, photos, links, apps (donation)• Post a Like box to your website or blog• Send out emails, add to your email signature, post to your personal friends
Best Practices• Post 5-7 times/wk• Spend 15 minutes a day responding, posting new info: • blog posts • links to articles • new events • photos
Twitter• Get your name• Get personal accounts for key staff?• Fill out bio & upload logo• Find people to follow• Put Twitter handle on outgoing email signatures, webpage, blog, e-newsletters, etc
Best Practices• Tweet daily (mix it up)• Check in 2-3 times daily for 5-10 minutes• Respond to your DMs and @ mentions• Use a Twitter client for analytics & ease of use (columns, link shrinkers, schedulers, multiple accounts)• DO NOT AUTO POST
E-Newsletters• Test-drive the options: Constant Contact, iContact, Mail Chimp• All have: analytics, HTML formatting, list management• Can you import your current list?• Create a sign-up box for your website, blog & FB Page• Link in outgoing email signature
Best Practices• 1 email per month (or as per your agreement)• Add value: success stories, cross promotions, contests
Blogs• Can you install a blog on your website?• Alternates: • Wordpress (WP-hosted/self/Pro) • Blogger • Tumblr• Give readers a behind-the-scenes look• Who will write it?
Best Practices• Blog consistently, T-Th best days• Keep them short, include lots of images, chunked text• Make it easy for people to subscribe• FB/Tweet each post• Have blog URL in outgoing email signature, & linked to all
Pinterest• Get an account for your organization• Create boards for various aspects of your organization• Use as an visioning tool, or to share images of what you are doing• Merch?• Encourage users to create a “charities I love” board
YouTube• Get a channel• Use as storage, while you fan the video out• Interviews with key staff• Slide shows of your work• Parties, fundraisers• People you have helped
Resources• A Facebook Success Story• Beth Kanter’s Blog• INFOGRAPHIC: How the top 50 NFPs do social media• Charity: Water
What is Koodonation? An Online Hub Canada’s first, entirely online microvolunteering community. Supports the work of not-for-profit organizations. Provides an alternative way to volunteer, perfect for the online generation. Encourages community engagement.
What is Microvolunteering? Bite-sized Tasks from the non-profits are broken into small-ish pieces, so they’re quick and easy to solve for the microvolunteer, yet helpful for the non-profit. Crowdsourced Anyone and everyone across the country can help.ConvenientIt’s online volunteerism that fits into the individual’s schedule. And it’s alldone online so individuals can also volunteer from anywhere – eventheir couch!Network-managedA non-profit staffer posts tasks (online challenges) to the site. And as microvolunteers postall of their ideas and responses, the community provides added value in rating the responsesand helping non-profits decide which solutions are best.
The Launch of Microvolunteering.Microvolunteering was pioneered by The Extraordinaries.They launched Sparked.com in July of 2008. (Crowdsourcing + Volunteering) * Online = Innovative combination allowing busy people to give back.TedxNASA – Ben Rigby – Microvolunteering – Giving Back for Busy People
How it works. Individuals join Not-for-profit org. Koodonation as register to Koodonation microvolunteers. as non-profits . The non-profits post challenges. Microvolunteers then contribute to the challenges that correspond to their skills and interests.
What’s in it for… … not-for-profit organizations? … for volunteers? - A low-maintenance way to get work - Makes it easy for busy people to fit done by a huge pool of talented volunteerism into their schedule. volunteers; - Is an entirely online form of - A unique opportunity to save money volunteering that allows volunteers to by getting work done for free. lend their skills whenever and wherever they have time. - A way to raise awareness of your cause with many new supporters. - Makes volunteering simple with no requirements for travel. - Convenient and simple to use. - Offers volunteers a way to contribute in areas that are of most interest to them.
Our Launch, with theKoodonation Challenge.Koodonation was officially launched on October 13th, with the KoodonationChallenge.Celebrities acted as judges and Koodonation AmbassadorsMTV Live Co-host Sheena Snively, Jeremy Taggert from Our Lady Peace, Daniel Johnsonfrom Stereos, Toronto Argonaut Mike Bradwell, and leading Canadian Blogger Casie Stewart.
Winners of theKoodonation ChallengeDurham students were awarded a $20,000 contribution for the charity of theirchoice, The Grandview Childrens Centre.
Great interest from thecommunity.- 94 online stories!- 16 print stories!- 9 radio segments!- 2 TV segments!
Ushering ina new way of volunteering. Over 3,206 microvolunteers have already registered on the site, and the number grows everyday! Over 220 non-profits are members of the community. 172 challenges have been completed to date by the microvolunteers.
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 30CrowdfundingPaul Dombowsky April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 31What is Crowdfunding?So many definitions …According to Wikipedia – crowdfunding describes the collec;ve coopera;on, a[en;onand trust by people who network and pool their money and other resources together,usually via the Internet, to support eﬀorts ini;ated by other people or organiza;ons.Crowd funding occurs for any variety of purposes, from disaster relief to ci;zenjournalism to ar;sts seeking support from fans, to poli;cal campaigns, to funding astartup company, movie  or small business or crea;ng free solware. Crowdfunding is Crowdsourcing for $ April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 32What is Fundchange?Fundchange is a crowdfunding ini;a;ve brought to you by Ideavibes and sponsored byTELUS. The site is powered by a socially innova;ve web applica;on by Ideavibesdesigned to tap into the wisdom and generosity of the crowd to raise funds forCanadian chari;es to make change happen one project at a ;me. Fundchange is crowdfunding for CDN Charities & NFPs April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 33Crowdfunding - What do you need?• A crowd• Business challenge / problem / ques;on you want answered – ideas• A process and tool for engagement• Trust and commitment in your crowd to take ac;on• Key performance indicators – what does success look like?• Proof of ac;on – your crowd wants to see what happenedFundchange is facilitating the activity of the crowd – and building a crowd April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 34The Year Behind April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 35The Year Ahead• More workshops – these con;nue to be popular• Grow corporate sponsorship for Fundchange• Work with ci;es and large organiza;ons to create their own Fundchange ini;a;ves • IE. City of Chicago could have a city speciﬁc site for local chari;es and non-‐proﬁts• Exploring how to help social enterprises Fundchange is working to build its funder base and awareness April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 36Benefits & Challenges• It’s social – the crowd promotes projects it likes • It’s social – the crowd won’t promote projects that aren’t shareable• Success comes to those that ac;vely build a crowd • A challenge for organiza;ons new to social media• It’s the free market at work • It’s the free market at work• Build s;ckiness to the project • Need to pay a[en;on to write-‐up to inspire funders & ac;vely promote April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 37Integrating Crowdfunding into Your Organization• Crowdfunding success comes quickest to organiza;ons that are social –media-‐ aware and engaged. If your organiza;on is not yet social media-‐enabled, it will take ;me and human and ﬁnancial resources to do so.• Because your eﬀorts are only as good as the crowd you are able to mobilize to your cause, it makes sense that your organiza;on strategically manages and promotes its brand online.• Make sure your target audience is online and will give online• If you opt to post your projects on established crowdfunding sites, do your homework – be careful of the company you keep. April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 38 Donor Generations Millennials (born ’91 and aler) -‐ ? Gen Y (born ’81-‐’91) – Average Dona;on $325 Gen X (born ’65-‐’80) – Average Dona;on $549 Boomers (born ’46-‐’64) – Average Dona;on $725 Civics (born ’45 or earlier) – Average Dona;on $833 April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 39Where Donors Are Giving Social Network Site SMS Third Party Vendor Phone In Lieu of Gil Monthly Debit Mailed Gil Online via Website Charity Gil Shop Tribute Gil Fundraising Event Checkout Dona;on 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 40Online Giving“Fundraising Trends and Challenges in the Canadian Direct Marke;ng Sector”-‐ aresearch paper from 2009 by Cornerstone Group of Companies shows:Donors who make their ﬁrst gil to an organiza;on online as opposed to via direct mailhave a much higher average gil $73 vs. $36There are now more than 4 ;mes the number of new donors, per organiza;on, fromonline ini;a;ves than 5 years ago (9M to 40M).” April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 41Who is your Crowd? The crowd you know The crowd you don’t know Donors Donors’ Network Prospects Prospects’ Network Event A[endees Event A[endees’ Network Mailing Lists Mailing List’s Network Social Media Makes the Connection April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 42Projects or Doable Asks• Easier for many people to wrap their head around a smaller project as opposed to a ‘cure’ or a ‘hospital wing’• Examples: • Piece of medical equipment • Stream revitaliza;on • Educa;on program • Conference a[endance • Sports equipment for a couple kids April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 43Example: Fundchange – Canada Only Not ‘All or Nothing’ – aler 21 days a project can be removed Costs: $99 + hst to join includes 2 pos;ngs 3.9% processing fee April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 44Example: SPONSUME - UK No restric;ons on who posts projects or the type of projects. Funding is All or nothing Costs: 3% Fee on money raised April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 45Example: Please Fund Us (UK) No restric;ons on who posts projects or the type of projects. Funding is All or nothing Costs: 3% Fee on money raised April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 46Example: CrowdRise (US) April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 47Resources• Donor stats, etc. came from “The Next Genera;on of Canadian Giving” – Nov. 2010 – by Vinay Bhagat, et al• “The Wisdom of Crowds” – book by James Surowiecki• “Crowdsourcing” – book by Jeﬀ Howe• “Fundraising Trends and Challenges in the Canadian Direct Marke;ng Sector”, a research paper released in 2009 by Cornerstone Group of Companies• Crowdfunding Whitepapers at www.ideavibes.com April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 48Announcement #1!Fundchange TELUS Matching Campaign - April 2012Fundchange and TELUS are celebrating the one year anniversary of Fundchange with a SpringMatching Campaign targeted at new members – especially from the west.• First two new projects to get fully funded on Fundchange in the month of May, will receive up to $5000 in matching funds from TELUS• Total funding by TELUS: $10,000• Organizations that have received matching funds from TELUS before are not eligible. April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-‐Proﬁts | 49Announcement #2!Receive New E-book on Social Media for you and your crowd• Fundchange and Social Media Educator, Rebecca Coleman have teamed up to provide all workshop attendees and new organizations that join Fundchange the new eBook "Social Media for Charities and Non-Profits”• Purchase for $11.95 here: http://www.rebeccacoleman.ca/nfp_e-book/ April 20, 2012
Paul Dombowsky Fundchange | Ideavibes +1.613.878.1681 firstname.lastname@example.org @fundchange Jennifer Robertson Koodo email@example.com @koodoTHANK YOU! Rebecca Coleman firstname.lastname@example.org&SLIDES WILL BE ON SLIDESHARE SHORTLY @rebeccacoleman