This presentation is not really about social media or fundraising. Yes, you read that correctly. It’s not about social media, fundraising or even technology because social media is only a tool to communicate and fundraising is only an outcome to a goal-driven plan. What we will discuss are principals that you already know and employ to attract donors as well as how you can accelerate awareness for attracting a new audience of potential donors. In fact, you may decide to rethink your current approach to fundraising efforts, but not because you’ve been doing it wrong – but, rather because you’ve been doing it right. Social media will be built into this discussion, but only as a means to establish or enhance what’s core to success on any front…relationships!

1. Attracting Donors
Central Penn College
Education Foundation Presentation
with Rachel Strella
www.strellasocialmedia.com

2. Fundraising is…
a relationship business!

3. Social media myths

4. Social media myths
It’s a broadcast outlet

5. Social media myths
If you build it, they will come

6. Social media myths
Anyone can do it!

7. Social media myths
A plan is not necessary

8. Social media myths
It will generate immediate $$$

9. Marketing in the social world

10. Marketing in the social world
The sales funnel before social

11. Marketing in the social world
The sales funnel in transition

12. Marketing in the social world
The sales funnel after social

13. Marketing in the social world
As it relates to fundraising,
social media can…
Increase awareness +
Build/enhance relationships +
Along with consistency & time =
Steady steam of qualified prospects
engaged in our cause!

14. Marketing in the social world
The top tiers for the Foundation

15. Principals for success

16. Principals for success
Know your goals

17. Principals for success
Know your goals
 Awareness of the Foundation
 Higher engagement among CP
students, scholarship recipients,
and prospective donors
 Driving attendance at an event
 Developing/strengthening
relationships with donors

18. Principals for success
Know your audience

19. Principals for success
Know your goals
 Start with current donors – who
are they? Why did they donate?
 Be specific – identifying key
similarities to help us define our
target audience

20. Principals for success
Make key associations

21. Principals for success
Make key associations
In the book, Pitman identified three
criteria for finding donors:
 Capacity to give
 Philanthropic nature
 Interest in the cause or organization

22. Principals for success
Determine your message

23. Principals for success
Determine your message
Users are there to connect with other people
– and they share what’s important to them.
Many non-profits fail to make this connection!

24. Principals for success
Determine your message
We must reach people on an emotional level!

25. Principals for success
Rally the troops

26. Principals for success
Rally the troops: Alpha Audience

27. Principals for success
Integration

28. Principals for success
Integrate: Connect F2F with online

29. Integrate: Eliminate silos
Principals for success

30. Integrate: Eliminate silos
Principals for success

31. Integrate: Existing marketing
Principals for success

32. Integrate: Existing marketing
Principals for success
 Highlight key donors and ‘tag’ their business
page or mention their Twitter handle
 Add social media icons to Foundation direct
mail pieces, brochures and newsletters
 Cross-reference Foundation channels in
profiles (ex: Customize a LinkedIn website to
include the Foundation website)
 Add social media icons to the signatures of all
Foundation staff

33. Principals for success
Integrate: Include live interaction

34. Principals for success
Integrate: Include live interaction

35. Principals for success
Integrate: Include live interaction

36. Principals for success
Integrate: Events

37. Integrate: Partnerships
Principals for success

38. Principals for success
Measure progress

39. Principals for success
Dedicate resources

40. Creating a realistic and
sustainable action plan

41. The Foundation plan
Who will be involved? Should we
create a subcommittee?

42. The Foundation plan
Subcommittee
The Team
 One person from each of our four strategic
operating committees
 A staff member
 A student - perhaps from SGA or a student club
The Responsibilities
 An initial meeting
 An action plan meeting
 A quarterly meeting

43. The Foundation plan
The initial meeting: fill the top
tiers of the sales funnel
Awareness
 How can we use online resources to generate
awareness of the Foundation and its mission?
 What types of content marketing will help to
educate prospective donors, and perhaps even
overcome objections before they happen?
 How can we integrate social media into all facets
the organization?

44. The Foundation plan
The initial meeting: fill the top
tiers of the sales funnel
Relationships
 How can we use social media for prospecting,
connecting and outreach?
 How can we use the web to strengthen the
Foundations’ relationships with donors and
prospective donors?
 Should we consider an exclusive online
community for donors to connect with one
another?

45. The Foundation plan
The action plan

46. The Foundation plan
Git ‘er done

47. Individual action plan
What we can do today!

48. Individual action plan
Audit social profiles

49. Individual action plan
Connect!

50. Individual action plan
Review your connections

51. Individual action plan
Incorporate live interaction

52. Fundraising is a
relationship business…

53. Questions

54. Rachel Strella
Owner, Strella Social
Media
Website:
www.strellasocialmedia.com
Email:
rachel@strellasocialmedia.com
Twitter:
@RachelStrella