Building a Digital Fundraising Strategy
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The use of digital media as a communications and fundraising tool is has become essential for nonprofit organization, but does your organization have a clear understanding and plan of the role online communications plays in raising funds? Learning ways to leverage multichannel communications for your cultivation and stewardship strategies will benefit your bottom line and better serve your mission. • Understand the strategic role online communications plays in fund development. Investigate options for using digital media as a fundraising tool. • Learn the role of social media in the fundraising process. Develop online engagement strategies for organizational staff, board members, volunteers and current donors.
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Building a Digital Fundraising Strategy
- 1. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech BUILDING A DIGITAL FUNDRAISING STRATEGY Nonprofit Tech Summit | May 9, 2016 Emily Davis, MNM President, Emily Davis Consulting Senior Governance Consultant, BoardSource
- 2. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech TURN ON YOUR TECH Follow the conversation… @CO_Nonprofits @AskEmilyD #cotechsummit16 #nptech #nonprofit #fundraising #socialmedia
- 4. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech A LITTLE ABOUT YOU… 30 seconds or less Name & Org 1 Question or Challenge 1 Social Media Buzz Word
- 5. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech • Fundraising essentials • Understanding social networks • Digital fundraising plans • Social media lifecycle • Additional considerations AGENDA
- 6. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech THE POWER OF DIGITAL FUNDRAISING
- 7. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech WHAT IS FUNDRAISING? • Investment in a mission • Improves capacity for impact and change • Build relationships – “Friend”raising • Not begging for money • People are not ATMs
- 8. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech FUNDING SOURCES Diversity is key Individuals Membership Special events Foundation grants Government grants Corporate sponsorship Earned income Service clubs
- 9. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech DONORS & GIVING BEQUESTS/ PLANNED GIFTS MAJOR GIFTS Capital campaigns Endowment campaigns Special events ANNUAL GIVING Annual campaigns Special events Direct mail Online giving Membership programs ONSITE/FIRST TIME GIFTS Newsletters Volunteerism Social media Peer-to-peer giving New gifts Annual donors Midsize donors Major donors Planned giving
- 10. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech LADDER OF ENGAGEMENT *Beth Kanter Awareness about service or giving Interest in learning about service or giving Desire to buy service from org or donate Action when service purchased or donation is made
- 11. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech FUNDRAISING PROCESS PROSPECTING Identification Preparation CULTIVATION Build the Relationship Engage the Donor Ask for the Gift STEWARDSHIP Recognition Reporting Communicating Engagement
- 12. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech UNDERSTANDING SOCIAL NETWORKS “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts.” (Fine and Kanter, 2010)
- 15. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech WHY SOCIAL MEDIA AT ALL? • Position as expert • Connect with allies • Collaboration opportunities • New resources & ideas • Develop brand • Low cost
- 16. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech COMMUNICATIONS EVOLUTION Traditionalists Postal Mail Phone calls Boomers Television Facebook Email Generation X Websites E- newsletters Email Millenials (Gen Y) Social Media Websites Mobile Generation Z ??? Adapt or die! Every generation teaches us new technology
- 17. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech SOCIAL MEDIA LADDER OF ENGAGEMENT Happy bystanders (Listen) Spreaders (Share) Clients (Money) Evangelists (Ask) Instigators (Create) *Beth Kanter
- 21. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech 10 TIPS 1. Social media is A tool not THE tool 2. Social media is a plant 3. Add value 4. Two way street 5. Prospecting, cultivation, stewardship 6. Philanthropy’s next generation 7. It ain’t free 8. Not everyone “Diggs” social media 9. Selling social media 10. Have a plan
- 22. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation
- 23. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech SOCIAL MEDIA LIFECYCLE * The Networked Nonprofit, 2010
- 24. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS • Not using social media consistently • Resistant to change • Struggle with control • Need basic marketing plan (i.e. branding, print materials, online outreach, etc.) • Leadership-driven change in culture to adopt online engagement 1. Develop communications strategy (audience, goals & objectives, etc.) 2. Listen & develop online presences 3. Leadership initiated discussion about engagement * The Networked Nonprofit, 2010
- 25. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech Characteristics Areas of Improvement First Steps • Using 1 or more social media platforms, but not consistently • Online presence connected to marketing goals • Learn & use best practices • Focus on 1 – 2 social media platforms • Need to link to campaign, program(s), objective(s) • Need to link goals, objectives, and activities • Need to identify audiences • Collect data for measurement 1. Low-risk pilot program to demonstrate ROI 2. Build implementation capacity internally 3. Create/revise social media policy 4. Integrate and document measurement data * The Networked Nonprofit, 2010
- 26. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS • Strategic use of multiple social media tools • Part time or full time staff for digital communications • Board using social media in governance • Social media usage integrated throughout org • Has developed relationships & technology integration • Need more sophisticated measurement tools • Find ways to increase involvement from staff across the organization 1. Social media staff trains & coaches other org staff 2. Research more sophisticated measurement data, tools, and processes 3. Evaluate, revise strategies 4. Share success stories with other orgs * The Networked Nonprofit, 2010
- 27. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech CHARACTERISTICS • Embracing culture of learning • Use social media data to help the leadership guide decisions • Demonstrate clear and compelling results • Networked with other organizations showing similar success • Internalized social media communication best practices including: o Strategy o Implementation o Integration o Evaluation * The Networked Nonprofit, 2010
- 28. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech RELATIONSHIPS DON’T CHANGE • Cultivate, steward, & solicit • Recognize • Multi-channel communications • Meet one-on-one • Develop ambassadors • Stewardship more than solicitation • Effective database
- 29. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech 5 THINGS TO DO TODAY ①Make a plan ②Watch other orgs ③Attend trainings & ask for support ④Invite participation ⑤Support new ideas
- 30. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech PLEASE DON’T • Ignore stakeholder input • Make it hard to participate • Stray from being unique • Talk all about yourself • Forget to acknowledge, connect to impact
- 31. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech ü Social media is as much art as it is science. ü Every org has different experiences. ü We are all learning. ü Social media is always evolving. ü Ten Tips to Using Social Media as a foundation. ü Listen and learn!
- 34. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech PRINT RESOURCES • Fundraising and the Next Generation • The Networked Nonprofit • Measuring the Networked Nonprofit • The Complete Facebook Guide for Small Nonprofits • Twitter Jump Start: The Complete Guide for Small Nonprofits
- 35. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech ONLINE RESOURCES • Beth’s Blog (Kanter) • Nonprofit Technology Network (NTEN) • Network for Good • Socialbrite.com • IdealWare • Mashable.com • Alltop Nonprofit • 4Good • John Haydon • frogloop
- 36. /emilydavisconsulting /AskEmilyD @CO_Nonprofits #cotechsummit16 #nptech Emily Davis, MNM Emily Davis Consulting (720) 515-0581 emily@emilydavisconsulting.com emilydavisconsulting.com