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Social Fundraising 101 09.09.11
This document provides tips for launching a successful social fundraising campaign. It recommends beginning with existing supporters and not being shy about directly asking for donations. Specific tips include setting meaningful donation levels tied to outcomes, uploading campaign content to social media and fundraising platforms, sending regular email updates, recruiting supporters to promote the campaign on their own networks, and celebrating milestones to encourage ongoing donations. The goal is to align messaging across email, websites, social media and more to effectively engage supporters and achieve fundraising targets through a social multiplier effect.
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Social Fundraising 101 09.09.11
- 1. Social Fundraising 101: ! How to Jumpstart! Your Social Fundraising Campaigns!
- 2. Today 1. WhySocial Fundraising?! 2. How to Launch a Campaign! 3. Top 5 tips!
- 3. $300 Billion! donated by individuals each year in the US! Source: 2008 Chronicle of Philanthropy
- 4. Online Giving ison the Rise 13%online giving 35-55% 2010 growth rate 2010 giving Source: 2010 Blackbaud, 2010 Giving USA n.b.: “large” non-profits growing online giving at 55%
- 5. People ! ask People! to give. !
- 6. Social! changeseverything…!
- 7. Psychology of Engagement Happy Giving people makes give people more. happier. Oppenheimer & Olivola (2010), Isen & Levin (1972), Aderman (1972), Harris & Huang (1973), Kazdin & Bryan (1971), Isen, Horn & Rosenhan (1973), Konow & Earley (2008), Wang & Graddy (2008), Williams & Shiaw (1999), Batson (1987, 1991), Cialdini (1987), Plato, Aristotle, Bible, Torah, Koran, etc. etc….
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- 9. The most importantthing: Launch - Don’t aim for perfection… You have to launch a campaign and learn from it! - You get a 2nd, 3rd, and even 30th chance to make a 1st impression
- 10. Case Study Annual Campaign: Target: $125,000 Japan Campaign: $18,045 Test Campaign: $3,995 Nov Dec Jan Feb Mar Apr
- 11. Social Donation Every supporter was asked to recruit her neighbor, boss, co-worker, friend…
- 12. Results 136! Gifts " =! 17,053 Impressions
- 13. Results 52% increase in donation yield… $12,300 + Social-Multiplier Cycle =! $18,695
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- 19. The Basics Step 1:Pick an objective! People “give through,” not “to”! example…! “We are raising $22,500 by October 15 for a new classroom at our Buwaidhaa school in Sudan… This means educating 30 more students!”!
- 20. The Basics Step 2:Sanity-check your target! – Is your date less than 3 months out?! – Is your $ target achievable?! formula… example… # of supporters ! 10,000 supporters X!2% response rate (historical actuals)! X!$75 average donation! X!1.5 social multiplier! $22,500
- 21. The Basics Step 3:Set giving levels! – Make them meaningful! • $50 buys 10 used textbooks! • $500 sponsors one child through graduation! • $5,000 sponsors a classroom of 30 students! Remember… ! People give “through,” not “to”!
- 22. The Basics Step 4:Upload content on Fundly! Pick a short video Use pictures Keep text to a with human minimum faces
- 23. Launch! Step 5: Sendout an email! – Use your existing list! – Use the strategy you already built! • Target: “We are raising $22,500 by October 15…”! • Objective: “This will allow us to open one new classroom…”! – Make the email personal—address it from you! – Send personal update emails once per week!
- 24. Launch! Step 6: Facebook! – Share with your personal network once per week! • Make it personal! – “Join me in building a school! We are 50% of the way to adding a classroom for 30 kids in Sudan”! – Post to your Facebook Fan page daily! • Ask questions! • Provide updates !!
- 25. Launch! Step 7: Twitter! – Tweet 2x per day - Lunchtime and quitting time! – Use hashtags! – Retweet!
- 27. Launch! Step 8: Recruithelp! – Get your top supporters to set up their own pages! • Think: board members, volunteers, celebrity endorsers, partners, etc.! – Rinse and repeat: the bigger the team, the better the results!
- 28. Launch! Step 9: Embedon your site! – Get your webmaster to embed the donation form on your own website! • As easy as embedding a YouTube video! – Make sure all channels of communication are aligned for the duration of your campaign! • Email! • Direct mail! • Website! • Social networking!
- 29. Victory Step 10: Celebrate!! – Announce your milestones! – Post updates to Facebook and Twitter, encouraging continued donations! – When your goal is reached, shout it from the rooftops!! • People like to be part of a winning team! • Thank them for their support and they will support you again! • Where possible, provide evidence of the difference the money is making (on-the-ground photos and video)!
- 30. Top 5 Tips 1. Start with your current supporters! 2. Do not be shy! 3. Make a direct ask! 4. Tell donors what their money will do! 5. Align all channels!