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Intersection Between Social Media and Fundraising 10/25/11

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Dawn Crawford
Dawn Crawford

Most nonprofits have created a robust following on their Facebook pages, Twitter streams and YouTube channels, but how often do those interactions turn in to donations for your nonprofit? At this session, learn how to master the tools and create a plan that will turn your loyal social media supporters into long-term donors. The session also includes case studies of fundraising programs that have raised dollars and awareness for nonprofits.

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Intersection of Social Media and Fundraising Presented by Dawn A Crawford Social Media & Communications Consultant @SocMediaRckStr http://farm3.static.flickr.com/2141/2376995789_6f7d7448e5_o.jpg
• Full service agency that works exclusively with nonprofits • Nearly 10 years of dedicated nonprofit communications experience paired with 7 years of corporate advertising experience • Offer a full range of services – bring us your problem and we’ll solve it
Social Media is a Conversation
Do NOT Be This Guy http://www.flickr.com/photos/mythoto/5064380001/sizes/l/
Social Media is a Relationship http://www.flickr.com/photos/eelssej_/394781835/sizes/z/in/photostream/
Creating Your Sustainable Plan Master Tools Make a Plan Pick-A-Platform Get Some Ideas Final Thoughts
http://www.flickr.com/photos/bre/552152780/sizes/l/
Social Media Dashboard HootSuite – HootSuite.com • Manage all your social media in one place • Schedule updates • Batch upload • Analytics
Analytics for $5 a Month!
Peer-To-Peer Fundraising • 7.5% transaction fees are industry standard + monthly fees • Make sure it’s completely social media optimized • Start small and repeat
http://2.bp.blogspot.com/_kGD_KvOuMfc/TIP1uR6fEZI/AAAAAAAABN0/QKA99Ag0fEA/s1600/signpost.jpg
Prime the Pump • Give value • Be a person • Identify champions • Take it off social media • Engage often
Create a Plan • Time limited • Clear call to action • Creative themes work • Update often • Use multi-media • Ideas! • Beth Kanter Case Study Search http://www.bethkanter.org/category/case- studies/
Surround Sound Approach • Mention on all your current communications – newsletters, website, etc. • Engage bloggers to tell your story • Leverage advocates to repost • Reach out to the media
http://jasonpollock.tv/wp-content/uploads/2010/08/SocialMediaMap.jpg
• Come HOME to Facebook - make your cause mesh with people's personal lives = family, friends and community • Ask often • Leverage celebrations with Causes • Backend through Network for Good
• Get on VIP's radar • Ask for Retweets • Leverage advocates • Fundraise one tweet at a time • Have a sponsor/partner match number of tweets $1 up to a total
• Video is the next social media revolution – be ready for it! • Great article on video fundraising ideas: • Video Can Help Boost Donations in End-Of-The-Year Fundraising - http://www.bethkanter.org/hoffman-vide/ • Tips for Shooting A Winning Video For Your Nonprofit - http://www.bethkanter.org/tips-video-shoot/
• Claim your page – you never know • Do check-in fundraiser with a corporate sponsor
• Showcase what the fundraiser will fund – people, places and things • Feature guest posts by bloggers about why they donate = your customers
http://ashleyuporter.com/wp-content/uploads/2010/12/idea_bulb.jpg
Project Overview Purpose: • Year-end fundraising campaign for the Autism Science Foundation • Get small/medium donors who have some autism familiarity to donate Distribution: Social media, website and email Timeline: • Material development: November 12 – November 30 • Campaign: December 1 – December 31 http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
Set Realistic Goals Contribute to achieving the ASF's year-end fundraising goal Of $15,000 Contribute to an 15% increase in ASF's Twitter and Facebook followership for the month Receive 2,000 views on the video Place 5 posts on blogs Place 1 media story
Campaign Elements Landscape Analysis Campaign Logo Development Video Website/Blog Email Flight Social Media Engagement Blogger Outreach Media Outreach Thank You Notes
Website – Recipe4Hope.org 1,016 visits (758 absolute unique visits) 74.41% new visits 63 sources and mediums drove traffic to the site Nearly 25% of all traffic came from Facebook - After that was Twitter (6%) and the Discover Magazine Blog Bad Astronomy (5%)
One of the best engagement tools of the campaign Highlights included cookie photos and December 15 Status Update Contest 13% “Like” increase for the month 1,585% increase in Post Views in comparison to Nov 2010 16% increase in Post Feedback in comparison to Nov 2010
5% overall increase in Twitter followers Frequency – 101 tweets Reach – 4,540 followers Impressions – 219,318 followers 175 clicks on links in tweets Biggest lull around Christmas
Media & Bloggers 2 media stories including USA Today “How to make your impact this holiday season” 15 Placed Blog Posts and got 2 “Ripples”
Call2Action Widget Donation widget that could be embedded in blogs or websites • 32,593 Hits • 15,756 Unique Views
Fundraising Stats $10,954 raised online between 11/30 - 12/31 64 gifts overall $171 average gift
Philanthroper.com – called the “Groupon” for nonprofits because it highlights one nonprofit a day to raise awareness and funds $1 at a time $307 donations + some larger donations through ASF website 6 national blog posts 31 tweets with amazing reach
Social Media is a Conversation
Explore
Nerd Out & Experiment http://www.flickr.com/photos/marsdd/2986989396/sizes/o/
Take It Off Line http://www.flickr.com/photos/motionblur/5558465371/sizes/l/
Say Bye-Bye http://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
Passion is Infectious http://www.flickr.com/photos/krystalt/5248185017/sizes/l/
Biz Card + Magic = Presentation + Reading List Dawn Crawford Principal Communicator bcdcideas.com dawnacrawford@gmail.com 720-231-1930 @SocMediaRckStr

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Intersection Between Social Media and Fundraising 10/25/11

  • 1. Intersection of Social Media and Fundraising Presented by Dawn A Crawford Social Media & Communications Consultant @SocMediaRckStr http://farm3.static.flickr.com/2141/2376995789_6f7d7448e5_o.jpg
  • 2. • Full service agency that works exclusively with nonprofits • Nearly 10 years of dedicated nonprofit communications experience paired with 7 years of corporate advertising experience • Offer a full range of services – bring us your problem and we’ll solve it
  • 3. Social Media is a Conversation
  • 4. Do NOT Be This Guy http://www.flickr.com/photos/mythoto/5064380001/sizes/l/
  • 5. Social Media is a Relationship http://www.flickr.com/photos/eelssej_/394781835/sizes/z/in/photostream/
  • 6. Creating Your Sustainable Plan Master Tools Make a Plan Pick-A-Platform Get Some Ideas Final Thoughts
  • 8. Social Media Dashboard HootSuite – HootSuite.com • Manage all your social media in one place • Schedule updates • Batch upload • Analytics
  • 9. Analytics for $5 a Month!
  • 10. Peer-To-Peer Fundraising • 7.5% transaction fees are industry standard + monthly fees • Make sure it’s completely social media optimized • Start small and repeat
  • 12. Prime the Pump • Give value • Be a person • Identify champions • Take it off social media • Engage often
  • 13. Create a Plan • Time limited • Clear call to action • Creative themes work • Update often • Use multi-media • Ideas! • Beth Kanter Case Study Search http://www.bethkanter.org/category/case- studies/
  • 14. Surround Sound Approach • Mention on all your current communications – newsletters, website, etc. • Engage bloggers to tell your story • Leverage advocates to repost • Reach out to the media
  • 16. • Come HOME to Facebook - make your cause mesh with people's personal lives = family, friends and community • Ask often • Leverage celebrations with Causes • Backend through Network for Good
  • 17. • Get on VIP's radar • Ask for Retweets • Leverage advocates • Fundraise one tweet at a time • Have a sponsor/partner match number of tweets $1 up to a total
  • 18. • Video is the next social media revolution – be ready for it! • Great article on video fundraising ideas: • Video Can Help Boost Donations in End-Of-The-Year Fundraising - http://www.bethkanter.org/hoffman-vide/ • Tips for Shooting A Winning Video For Your Nonprofit - http://www.bethkanter.org/tips-video-shoot/
  • 19. • Claim your page – you never know • Do check-in fundraiser with a corporate sponsor
  • 20. • Showcase what the fundraiser will fund – people, places and things • Feature guest posts by bloggers about why they donate = your customers
  • 22. Project Overview Purpose: • Year-end fundraising campaign for the Autism Science Foundation • Get small/medium donors who have some autism familiarity to donate Distribution: Social media, website and email Timeline: • Material development: November 12 – November 30 • Campaign: December 1 – December 31 http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
  • 23. Set Realistic Goals Contribute to achieving the ASF's year-end fundraising goal Of $15,000 Contribute to an 15% increase in ASF's Twitter and Facebook followership for the month Receive 2,000 views on the video Place 5 posts on blogs Place 1 media story
  • 24. Campaign Elements Landscape Analysis Campaign Logo Development Video Website/Blog Email Flight Social Media Engagement Blogger Outreach Media Outreach Thank You Notes
  • 25. Website – Recipe4Hope.org 1,016 visits (758 absolute unique visits) 74.41% new visits 63 sources and mediums drove traffic to the site Nearly 25% of all traffic came from Facebook - After that was Twitter (6%) and the Discover Magazine Blog Bad Astronomy (5%)
  • 26. One of the best engagement tools of the campaign Highlights included cookie photos and December 15 Status Update Contest 13% “Like” increase for the month 1,585% increase in Post Views in comparison to Nov 2010 16% increase in Post Feedback in comparison to Nov 2010
  • 27. 5% overall increase in Twitter followers Frequency – 101 tweets Reach – 4,540 followers Impressions – 219,318 followers 175 clicks on links in tweets Biggest lull around Christmas
  • 28. Media & Bloggers 2 media stories including USA Today “How to make your impact this holiday season” 15 Placed Blog Posts and got 2 “Ripples”
  • 29. Call2Action Widget Donation widget that could be embedded in blogs or websites • 32,593 Hits • 15,756 Unique Views
  • 30. Fundraising Stats $10,954 raised online between 11/30 - 12/31 64 gifts overall $171 average gift
  • 31. Philanthroper.com – called the “Groupon” for nonprofits because it highlights one nonprofit a day to raise awareness and funds $1 at a time $307 donations + some larger donations through ASF website 6 national blog posts 31 tweets with amazing reach
  • 32. Social Media is a Conversation
  • 34. Nerd Out & Experiment http://www.flickr.com/photos/marsdd/2986989396/sizes/o/
  • 35. Take It Off Line http://www.flickr.com/photos/motionblur/5558465371/sizes/l/
  • 36. Say Bye-Bye http://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
  • 37. Passion is Infectious http://www.flickr.com/photos/krystalt/5248185017/sizes/l/
  • 38. Biz Card + Magic = Presentation + Reading List Dawn Crawford Principal Communicator bcdcideas.com dawnacrawford@gmail.com 720-231-1930 @SocMediaRckStr

Editor's Notes

  1. Make a Plan
  2. Pick-A-Platform
  3. Ideas!