Course delivered at the Directory of Social Change - www.dsc.org.uk - Aims: To give participants a basic overview of the different community building tools online (aka Social Networking Sites) and other essential skills to successful online community fundraising. For: Fundraisers who have little or no experience with using websites like Facebook, LinkedIn, Twitter, Flickr and YouTube for fundraising.

1. Fundraising using Social Media
Noam Kostucki

5. 4

6. Human vs Genius

7. Fundraising Quiz!
How many charities are there in the UK?
A) 16,900
B) 69,000
C) 169,000
D) 647,000
How much money is raised by the charity
sector in the UK?
A) £780 million
B) £6 billion
C) £24 billion
D) £49 billion
What fundraising activity has the highest
return on investment?
A) Legacies
B) Corporate
C) Trusts & Foundations
D) Individuals

8. Fundraising Quiz!
What is the most effective strategy for
fundraising?
A) Establish priorities
B) Set up a fundraising committee
C) Diversity the range of donors
D) Identify prospective donors
How much did companies give to the
charity sector?
A) £540 million
B) £2.4 billion
C) £12.4 billion
D) £26.7 billion
How much money is £100 worth of
gift aid?
A) £105
B) £115
C) £125
D) £150

9. Why are Social Networking
Sites (SNS) eating
organisations marketing
At beginning of internet, no
marketing.
The banners and people went mad!
budget?
Then Google and invention of
AdWords... genius!
Now what’s happening?

10. Why are Social Networking
Sites (SNS) eating
organisations marketing
At beginning of internet, no
marketing.
The banners and people went mad!
budget?
Then Google and invention of
AdWords... genius!
Now what’s happening?

11. The UK Internet in
• Online posts are only 2nd to word of mouth as a reason to buy
(Small World Labs)
• 20,000,000 Facebook users in the UK… and still growing!
(ReadWriteWeb)
• 76% of internet usage is social networking (Marketing Charts)
• 54% social networking users over 35 (Universial Maccan)
• Social networking users
– visit 9x more often your website (Small Lab World)
– spend 6.5 minutes on your website versus 38 seconds for non
social networking users (Small Lab World)
– spend 54% more (Ebay)
– remain customers for 50% longer (AT&T)

13. Do you recognize this painting?

14. Do you recognize this painting?
The Family of Sir William Young talking
about you on Facebook.

15. Do you recognize this painting?
The Family of Sir William Young talking
about you on Facebook.

16. Do you recognize this painting?
The Family of Sir William Young talking
about you on Facebook.

17. You don’t believe me?

18. You don’t believe me?

19. How many people can
you reach?
General: business, music, blogging, videos 130,000,000
Friends and family 450,000,000
Live updates: general 75,000,000
3rd most visited
Sharing videos: 6,300,000,000 videos
website in world
Free calls, video calls and audio
11,000,000
conferences
Professional social network 60,000,000
Sharing photos: 4,000,000,000 pictures 32,000,000

20. How many people can
you reach?
General: business, music, blogging, videos 130,000,000
Friends and family 450,000,000
Live updates: general 75,000,000
3rd most visited
Sharing videos: 6,300,000,000 videos
website in world
Free calls, video calls and audio
11,000,000
conferences
Professional social network 60,000,000
Sharing photos: 4,000,000,000 pictures 32,000,000

22. How many SNS are there?

23. 15

24. • Wikipedia: 181 SNS
15

25. • Wikipedia: 181 SNS
• Mashable: 350+ SNS
15

26. • Wikipedia: 181 SNS
• Mashable: 350+ SNS
• Ning: 2,000,000 SNS on 20/1/2010
15

27. • Wikipedia: 181 SNS
• Mashable: 350+ SNS
• Ning: 2,000,000 SNS on 20/1/2010
15

31. 35-54 = fastest growing (276.4% growth rate)
55+ = second fastest (194.3% growth rate)
... in 6 months!
18

35. 22

36. 23

40. How do they feel?

41. How do they feel?

42. How do they feel?

43. Are you also confused?

44. 2
+2
----------
7465922
“In an increasingly complex world, sometimes
old questions require new answers”

46. And in 2 days, it will feel
like this...

47. And in 2 days, it will feel
like this...

48. 33

49. Chaordic
x
34

50. x
34

51. Organismics

52. Tribe
x
36

53. x
36

55. $487,500 for Haitian charities

58. 1 Tweet raised...
£7,000

59. Where
does
money
come
from?

60. Where
does
money
come
from?

61. Where
does
money
come
from?

62. Where
does
money
come
from?

63. The Giving Pyramid
LEGACY
BIG GIFT
Regular Donor
Occasional Donors/
Subscribers
Warm Supporters
The general public

65. Maslow Pyramid of Needs

66. What is Effective Fundraising?
44

67. Why most charities fail?

68. Predictable
income
If you’re here, Need to
you’re track
GOOD!!! income
sources
Fixed cost
commitment
Need good
reserve
policy
PROBLEM!!!

69. • Who gives you money?
• Why do they give?
• How do you select your
funders / donors?
• How do you who to
target?
• How do you choose your
fundraising strategy?
• What do you need to
know?

70. Effective Fundraising
for
Museums
!

71. *
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Trusts & Foundations (£/millions) Individuals (£/millions)
!
Business (£/millions) 2008 total PI (£/millions)
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72. Individual Giving
(Arts & Culture)
In 2007/08 individual giving reached a record total of £382 million in the UK. This is a staggering £236 million
increase over just eight years.
Low-level giving is up to £100 but normally between £5-£10;
Mid-level giving is up to £1,000, but normally it is below £500;
Around 90% of donations received by cultural organisations are low- and mid-level donations (most frequently low-
level);
These donations tend to happen at the point of sale when attendees decide to round up a ticket price;
Donors who give several times throughout a year tend to give a larger overall financial donation than those who
give once – the message is to get people to keep giving small amounts regularly.
Reasons around local pride and a personal connection were the most commonly cited reasons for giving to a
particular organisation;
90% of donors come from the most committed art attendees – having attended the venue/organisation three or
more times in the past two years;
75% of donors were engaged with the organisation in some manner from members/visitors, a friend, patron, on a
mailing list, volunteers through to trustees. Low-level givers tended to be involved through things like volunteering,
while mid-level donors tended to be trustees and ambassadors;
So what motivated their first ever donation? The answer is simple – being asked! Direct approaches activated 40%
of first-ever donations
Many of the donors interviewed were part of the organisationʼs Friends scheme, of them 47% said being Friend
encouraged them to give and 43% said it made no difference;

73. Main reason for attending at least one museum or gallery during the past
12 months by different frequencies of attendance (2005-06) Main factor that would encourage those who already visit
At least Less often but at 1-2 museums or galleries 1-2 times a year to go more often
(2005-06)
once a least 3-4 times a times a
month year year Overall More for
children Other
(%) (%) (%) (%) 4% 12%
To see an exhibition/display 42.9 36.5 26.3 30.8 Better public
General interest in the subject of the
30.1 28.2
Users 29.3
29.8
transport
6%
More free time
45%
museum/collection
More variety
Something to interest the children 9.2 13.9 16.7 15.2 6%
Been before and wanted to go again
Museum visitors (2004-05) 4.0
3.9 3.4 3.6 Cheaper
For an event, activity or workshop 3.2 1.2 1.3 1.4 admission
As part of a group orMale * 46%4.3 6% Exhibition of
tour 2.1 6.5 5.5 interest
Other reasons Female * 8.5 54%4.6 3.5 4.0 More
13%
information
To meet people <0.05 2.6 4.7 3.7 8%
Adult "
Reference to sightseeing/being on 70% Source: DCMS, 2006b
<0.05 2.4 4.6 3.7
holiday/a day out etc DCMS museums # 78%
Any references to
<0.05
spontaneous decision Child " 30%2.3 3.3 2.8
Source: DCMS, 2006b
Museum visitors age profile (2005)
DCMS museums # 22% Digest 2006 • Digest 2006 • Digest 2006 • 21 • Digest 2006 •
Outer ring:
Main reason for non-attendance at museums23%
Overseas and England
galleries during the past museums (2005-06)
DCMS 12 months # ! 25%
population 16-24
Source: * Ipsos MORI, 2006;
No need Other Library visits (000) 65+
6% 11% VisitBritain, 2006b; really
"
15%
2004-05 2003-04 Not
# From DCMS
2002-03 2001-02 2000-01 20%
Public libraries
Lack of ! 288,360 285,397 interested
273,993 270,775 275,643
Excludes overseas visitors 34% to 12% 11%
Academic libraries the Geffrye Museum and Royal
transport 99,739 100,734 96,551 95,762 97,124
Other reasons include: 25-34
National 7% 394
Armouries. 398 408 • it 432 too much 456
costs 16% 17% 16%
Source: Public – CIPFAc; Academic – SCONUL; National – British Library • have been in past/no need
Never to go again 14%
occurred to • I wouldn’t enjoy it
55-64 19%
me
Library visits – frequency (2005-06) 25%
7%
Percentage of adults attending at leastenough
Not one library during the past 12 months 48.3% 19%
time 16%
Frequency of visits of those attending at least one library during the past
Poor health 27% 35-44
12 months: 8%
45-54 Inner ring:
At least once per week 7.8%
Source: DCMS, 2006b at least once per month
Less often, but 16.7% museum
Less often, but at least 3-4 times a year 13.4% visitors
1-2 times a year 10.3%
Not visited in past year Source: Ipsos MORI, 2006; ONS
51.8%

74. “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,
45$%2"601.*-%07%,0/01)%8/$"19-%:;<=%>$1$%90>?9$3$9%,0/01)%>5.9)*%"/0*5$1%7.7*5%8@"A%
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“At that level once a year is easier, just one lump sum”
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£10K-£15K, 65-69,
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9"1#$%,0/"*.0/)%"@@0+/*)%701%"%9"1#$%E10E01*.0/%07%*5$%*0*"9%#.3$/AH%%%
“I think it seemed more practical and we thought that from the organisationʼs point of view it was better to have
that lump sum and to get all the interest from it over the years”
I"1#$%,0/"*.0/)%"1$F%07%@0+1)$F%!"#$%&'(&)*+!,)-$.)/'()01&)&21"3)'(4)1,,!/!1(&)!()&1%
Undisclosed, 75-79,
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“I would forget if it was spread out; Iʼd rather just pay it. It gives you a chance to reconsider at the end of the year”
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£10-£15K, 55-59,
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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,
8.295"461&7&1'4./3,"./+:'#"7"/#'0%&;$&/<='3/4'5&,>.4'
“Mainly because I was asked by [fundraiser] – [...] depending on what it is for I sometimes say yes [...] I am very
45$%)+13$-%07%,0/01)%"990>$,%701%"%201$%,$*".9$,%900M%"*%,0/"*.0/%3"9+$)%"/,%50>%
encouraged by what I see [at the theatre] so I am very happy to give”
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Undisclosed, 75-79,
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76. Return On Investment

77. Challenge 1:
It cost £500 to organize a sponsored cycle
event(including staff time). As a result, £1,000 was
raised. What was the ROI in percentage terms?
Challenge 2:
Sally spend a total of 35
hours completing a
funding application
form. Her hourly rate is
£25. As a result, the
organization was
awarded a grant of
£50,000. What is the
ROI in percentage
terms?

78. Social ROI

79. How do they feel?

80. How do they feel?

81. How do they feel?

85. 60

88. 63

90. Your fundraising strategy
looks like this…

91. ... or like this?

92. ... or like this?
67

93. The most important part of a plan is not the
plan itself but the process of planning
D. Eisenhower

94. Who are you?
69

96. Vision for GBSS
71

97. 71

100. Establish your presence to: Expand the reach to:
1. Support your cause and services 1. Create strategic partnerships
2. Create new interest and opportunities 2. Identify and recruit influencers to spread
3. Reach more potential donors and your message
volunteers 3. Gain competitive intelligence across
4. Reinforce your credibility and retain diverse audiences
supporters 4. Be the sector’s leader – not a follower
5. Create buzz for events and campaigns 5. Get your message out to many – fast and
6. Improve your visibility on search engines cheap

101. Keep an eye on the prize

102. Keep an eye on the prize
1.
2.
3.

103. Goals

104. Reach your target audience

105. 78

106. 78

107. Your Marketing

108. Measurable
80

109. Case for Support

110. What matters most is how
you present yourself

111. Do

112. Don’t

113. Don’t

114. Don’t
86

122. Online Funding Sources
Funding
sources

123. Online Funding Sources
Funding Pros & Cons Motivation
sources

124. Keeping in touch

125. Power of Listening

129. And a completely different
way of using the internet
for fundraising...

130. Crisis ‘Send a
Singer’
Christmas
online
fundraising
campaign hits
its £1m target

131. Overview
• £1,006,000 raised
• 25% increase on 2006 total.
• 97 companies participated.
• 70% of 2006 participants took part in 2007.
• 20% of 2007 participants were new, accounting
for £108,000 of income from new business.
• Average donation was £10,371 (46% increase).
ROI
• £12.12 was raised for every £1 spent
Micro-site and digital
• 47,139 absolute unique visitors to the site.
• The site was viewed in 117 different countries.
• Video MPU achieved a click through rate of
0.56% after serving 116,283 impressions.
PR
• Opportunities to see = 13,356,486 (255%
increase).
• Advertising value equivalent = £32,639 (920%
increase).

132. Filling in the jigsaw

133. Community Fundraising
Noam Kostucki

135. Raised :
$100,000,000

136. Changing Mindset

138. You don’t know
what motivates
volunteers!

139. You don’t know
what motivates
volunteers!
… or do you?

142. 1. Autonomy
2. Mastery
3. Purpose
4. Personal interests
5. Belonging

143. Autonomy

144. Autonomy

145. Days

146. Days
20% time

147. ROWE

150. Mastery

153. Purpose

156. Personal Interests

161. Belonging

163. 1. Autonomy
2. Mastery
3. Purpose
4. Personal interests
5. Belonging

164. Noam Kostucki
www.linkedin.com/in/noamkos
Connect on
Text
Old school...
nkostucki@dsc.org.uk
020 7391 4861