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#GivingTuesday Game-Changer pt 2/2
This document provides information on using Facebook tools to connect with donors and raise funds for charitable causes. It discusses overall charitable giving statistics in the US and Facebook's large user base. It then summarizes several Facebook fundraising and awareness tools like donate buttons, fundraisers, paid ads, Facebook Live, and #MyGivingStory campaigns. Specific examples are given of nonprofits that successfully used these tools to generate donations, go viral, and increase returns on ad spend. The webinar aims to help nonprofits better utilize Facebook for philanthropic purposes.
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#GivingTuesday Game-Changer pt 2/2
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- 3. Overall Charitable Givingin the US $358B total US charitable giving 64.5M adults volunteered 1.5M nonprofit organizations $23B total online US charitable giving 13.5% year-over-year growth in online giving
- 4. Your place for personal connection 1.6B MonthlyActive People
- 5. Facebook is designedto help people connect with your cause and share with others Build awareness of your organization Activate supporters Generate donations and cultivate new donors 1 2 3
- 6. Choose your creativeand share your impact Use Ads to drive people to your Donate Button Videos should capture people’s attention in the first 3 to 5 seconds Select authentic images that tell a story Develop authentic creative that resonates with your target audience
- 7. Take advantage ofcharitable giving tools Activate your supporters to share their story and passion
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- 9. Donate Button The donatebutton allows you to reach a broad donorbase within your existing social media strategy. Page Post Sticky Donate Button on Page Simple Payment
- 10. 1. A personsees your Page post and is inspired to click ‘Donate’ 2. 1-page pop up donation form appears with preset contribution amounts 3. Payment made in 2 quick clicks and donation receipt sent via email 4. Prompt to share a post which includes the donate button every time someone shares it Donation experience:
- 11. • Target audience •Strategic content • Engaging posts • Pre-set contribution amounts • Clear directions Increase Donate activity
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- 13. Fundraisers allow people toshare their stories and raise money on behalf of the causes they care about on Facebook.
- 14. Activate your supportersto create fundraisers 1. Educate supporters on Facebook fundraisers. 2. Set an example and launch a fundraiser. 3. Make it easy for your supporters to use your logos and know your giving campaign goals. 4. Keep your content engaging and authentic. 5. Monitor and identify a catalytic fundraisers.
- 15. • Launched September2016 & raised over $225,000 with a single fundraiser • Fundraiser is currently live with over 3,500 donors • Post an average of 11.5 times per week • Highlight events, post success stories, and thank their donors frequently • Utilized existing network relationships including influencers and media #Hope4Adam
- 16. • Global movementcreated by 22Kill to raise awareness to veteran suicide and mental health issues • Over 800 fundraisers created, generating an average of $57 per fundraiser • Viral sharing with #22pushups hashtag and video shares • 25 posts per week • Media promotion 22Pushup Challenge
- 17. Integrate paid adsand fundraisers • Reported 557% return on ad spend using Facebook ads • Used ads to promote Children of Syria video, which generated over 26,000 views • By maximizing reach, over 400 signatures were gathered through Facebook for a petition asking congress to support refugees
- 18. Facebook Live • Informfollowers beforehand • Pre-write catchy description and #hashtag • Ask viewers to subscribe to Live notifications and share • Interact with viewers – name call outs, longer broadcast • Close with clear call to action
- 20. # ... and raisefunds on behalf of their favorite cause on Facebook!
- 21. How to participatein #MyGivingStory: 1. Identify your power supporters - a key influencer, board member, internal colleague and prepare them to launch a “Super” fundraiser. 2. Get them to run a fundraiser – Coach them and identify their strengths. 3. Engage and share with supporters – activate your community to know these “Super” fundraisers exist. 4. Support your broader donorbase to launch fundraisers – integrate step by step directions into email marketing, provide logos and clear description of your organization’s giving season goals, make it as easy as possible for them to act.
- 22. November 18th, 2016 Excitingannouncements are planned, you won’t want to miss it! RSVP http://bit.ly/2dOJEWx #MyGivingStory Facebook Webinar
- 23. #MyGivingStory Facebook Toolkit iscoming soon!
- 24. Tools and resources Facebookfor Nonprofits Website
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- 26. #GivingTuesday Ask questions in“Questions” tab in the GoToWebinar control panel or tweet us using the hashtag #GivingTuesday Questions? Jessica Schneider Director of Strategy & Collaboration 92nd Street Y’s Belfer Center for Innovation Adam Weinger President Double the Donation Alisa Cordesius Strategic Program Manager, Social Good Partnerships Facebook Eva Nico (moderator) Senior Director, Nonprofit Strategy GuideStar
Editor's Notes
- #4 Our connection to more than one billion people around the world and our understanding of who they are and what they like enables us to help our advertisers reach the exact people they are looking for – at scale.
- #5 So what does this mean for your cause?
- #10 The Donate button is a quick way for people to donate to your organization directly on Facebook. Nonprofits can add the button to their Page and posts to make it easy for supporters to contribute using a one-page form, without leaving Facebook. - Simple payment flow especially on mobile. - Placing a donate button in your Page header makes it easier to convert ambient traffic. - Donate button with Page post engages in individuals Newsfeed. - Allowing people to make donations without leaving Facebook makes it easier on people and reduces drop-off.
- #11 And here’s what the donation experience looks like: Someone sees the Donate Button in a page post or on your Page Header and they are inspired to contribute Once I click, there’s a one-page pop up where, if my credit card information is saved, it takes me only 2 additional clicks to get from inspiration to donation. You are able to customize the donation options on this form and which option is pre-selected. This is also where users can opt-in to sharing their email address with you. The contributor then sees a second and final ‘thank you’ pop up that lets them know an donation receipt is on the way. It also prompts you to share why you donated with your friends. Should they choose to share, all of their shares and all re-shares will contain the donate button moving forward! Receipt Receipt is emailed to donor’s primary email address connected to their Facebook account. If a donor has questions regarding their donation or needs a new copy of their receipt, we do provide Payment support.
- #12 How can you drive folks to your Donate Button specifically on Page posts? Make sure your posts are themed and tell a focused story If appropriate, share a funding goal your organization is driving towards, and a timeframe for when you need those donations to come in Make sure people know what the tangible outcome of their donation will be Suggest a contribution amount to make what you’re asking for incredibly clear Think creatively about how you can make your post stand out from the average update; think about content that is timely, emotional, personal, and can get people to go from inspiration to donation. None of these should be too surprising – they’re in line with general fundraising best practices – but again, they’re the practices we’ve seen work well so far. Best Friends Animal Society This org made a conscious effort to grow their social media presence over the past 4+ years And drove a new fundraising revenue stream thru their experience with Facebook’s Donate Button Nearly 8k from donations from the Donate button post Over 4k from the Donate Button on their page All done over the summer before Giving Season
- #14 Fundraisers allow individuals to raise funds on behalf of an organization.
- #15 Aleana I’ve said it before and I’ll say it again, • 72 percent of charitable donations are made by individuals. • 150 million Facebook users are connected to charity. • There’s simply no better way to engage former donors, volunteers and activists to raise money on your nonprofit's behalf. Integrate our “Facebook Fundraisers Best Practices” Email Template into your email marketing schedule Host a simple tutorial webinar and Q&A Share our nonprofits.fb.com site, encourage your donors to get acquainted with the Fundraiser set-up Coach your donors on “the ask”, helping them feel comfortable sharing the campaign initiative and confident that this project Prep your audience for the specific campaign launch by: Explain the purpose of this online campaign so donors can digest information before being called to act Build excitement on ways to participate at launch Segment your current donor list and understand those most active on Facebook vs. email vs. website vs. snail mail. Surveying your active donors with a short form is effective.
- #16 Bone Marrow transplant Increasing the amount of bone marrow registrants in the US Create a ”Super” fundraiser Passionate individual or influencer to launch a fundraiser on your orgs behalf Sets an example for the others Consult on strategy and reach Clearly the Facebook community has responded. He’s raised over $200k from over 3,000 people.
- #17 Activate your supporters to launch fundraisers on your orgs behalf Increases volume (quantity) Make it easy for your supporters Cover photo & visual content Written blurbs about your cause Let people know how to create a great fundraiser on Facebook Promote and share fundraisers with momentum
- #19 Another great feature is Facebook LIVE! • Video on Facebook is big and it’s only going to get bigger. • There are 48 million daily Facebook live viewers. • 3x Facebook Live video views watch videos longer. Recently Jill Biden did a Live at the Social Good Summit in New York. She was discuss her and her husband’s Cancer research initiative The Moonshot Project. The Live allowed Jill to amplify her presence at the event on and offline. She was able to interact with viewers online which increased donor support for her cause. While Lives are shot in real time, it is important to plan ahead in order to maximize the viewership. Let your followers know when the broadcast is scheduled, prewrite the broadcasts’ description and #hashtag. When you go Live, interact with viewers by asking them to subscribe, share, and of course, be sure to drive people to your nonprofit Page, with a clear call to action to Donate or start a Fundraiser. ----- How: • Broadcast live from an event or benefit. • Interview your organization's constituents. • Showcase examples of work (e.g. if you serve animals, live stream an adoption event). • Do live interviews with your CEO, board members, volunteers. • Cross-post an influencer’s live feed. https://live.fb.com/tips/ <Possible image of Game of Thrones: getting approval from Joanne> Power Tips: • Tell your fans ahead of time when you’re going to broadcast live. • Always shoot in profile mode on your iPhone (not landscape). • Invite your viewers to receive notifications when you go live. • Write a compelling description before going live. • Go live when you have a strong connection. • Have your cast and crew say hello to your fans and respond to comments live. • Broadcast for longer periods of time to reach more fans. • Upload HD video to make sure your videos are high quality (1 Open iOS settings; 2. Scroll down and tap Facebook > Settings; 3. Tap the toggle next to Upload HD). • Go live early and often!
- #20 Facebook and 92Y are partnering in a very big way this year.
- #21 Last year, 92Y designed and launched #MyGivingStory on Facebook. #GivingTuesday’s nonprofit partners called on their communities, donors, volunteers and asked them to participate by sharing their stories of compassion and causes they cared about. The Ice Bucket challenge was an incredibly successful campaign that raised hundreds of millions of dollars. But even they struggled with fundraising for the movement because, at that time, there was no easy way to collect donations on Facebook especially when people shared and tagged their friends in the movement. But today we do! And we want to make it easier for nonprofits to connect to the generosity of people on our platform especially this giving season.
- #22 Benefits: control the quality, serves as an example for your organization’s supporters to follow in suit (Ex: Hope4Adam) Benefits: increases quantity and volume of fundraisers for your org
- #24 Goods news, we’ve created a Giving Guide full of strategies and tips to help you along the way. Every attendee will receive the PDF link after this webinar along with a short survey. We have lots more resources specific to #MyGivingStory coming soon!
- #27 EVA: Plug UPCOMING 11/7 workshop to REACH PLATINUM in POST-EVENT EMAIL!