Social Media and Online Fundraising for Community and Not-for-Profit Organisations
•Download as PPTX, PDF•
1 like•1,002 views
Network building and having a community following is essential to the sustainability of most not-for-profit and community organisations. For those organisations relying on their community followers for funding it is also necessary to have streamlined processes for collecting donations in what is a competitive space for funds. This workshop was dedicated to the tools and tips that will help community organisations and not-for-profits to engage with their community and make it easy for those followers that want to donate to their cause or group. This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au This workshop was presented by Rachel Wright of Threesides Marketing and Chris Barry, Director , Communications and Fundraising from Communities at Work Canberra.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (16)
Similar to Social Media and Online Fundraising for Community and Not-for-Profit Organisations
Similar to Social Media and Online Fundraising for Community and Not-for-Profit Organisations (20)
Recently uploaded
Recently uploaded (16)
Social Media and Online Fundraising for Community and Not-for-Profit Organisations
- 1. Capital Region Social Media Management and Fundraising and for Community and Not- for-Profit Organisations Presented by Threesides Marketing
- 2. Housekeeping
- 3. OurMission To provide energised leadership, share innovative solutions, broker positive relationships and deliver valued projects to the region. Regional Priorities • Regional Development Planning • Education, Employment & Investment • Transport – Infrastructure & Services • Regional Food • Digital Economy Transition • Living & Working Sustainably
- 4. Key Initiatives • South East Region of Renewable Energy Excellence • Regional Sponsored Migration Scheme • Southern NSW Harvest Association • Capital Region Digital Enterprise Program How WeCanHelp You • Access to government programs • Advice and training • Sourcing skilled labour • Grants - support and data • Networks and contacts
- 5. Findout More Richard Everson Project Officer Mob. 0427 27 27 54 richard@rdasi.org.au www.rdasi.org.au
- 7. Learning outcomes • Understand the need for social media in your organisation • Set goals and objectives for your social media plan • Identify the best uses of social media tools for your organisation • Identify various tools for fundraising through your website.
- 8. What can we achieve today? Inspire Direct Inform
- 9. Charities and other not-for-profit organisations in Australia 600,000 NFPs Sector employs 890 000 people 6.1 million Australians working as volunteers Reference: https://www.acnc.gov.au/
- 10. About tonight… Social media tools ideal for growing followers in the NFP sector Websites on a show string budget Fundraising online Putting it in to practice: Chris Barry Director Communications and Fundraising Communities@Work
- 11. Social Media for Community Organisations and NFPs
- 12. Marketing Channels Website and Blog Paid and Organic Search Mobile Online and Offline Advertising Media and PR Events Direct and Email Marketing Social Media
- 13. Why would an NFP use social media? • engage supporters directly without any middle-man • raise awareness of specific issues or causes • promote activities or events and increase the level of participation • obtain feedback and input on issues impacting on the organisation • increase the level of donations and financial support • strengthen partnerships and networks with other related organisations
- 15. Who is your target audience? Consumers: • Demographics: age, gender, location • Interests: sports, community, music, arts, gardening, religion, heritage, farming • Appeal to all styles of learning Businesses: • corporates, government, other community orgs, private • By position: HR Managers, Executives, Sponsorship Manager, Marketing Staff • Etc…
- 16. LEARNING STYLE PLATFORMS TO SUPPORT RELEVENT CONTENT Visual Learners (65% population) Auditory Learners (30% population) Kinesthetic Learners (5% population) Post questions and quizzes
- 17. Source: Digiocial Now you can think about the tools… 2013 2012
- 18. Do you need more than one?
- 20. But you still need a website….
- 21. Domain Name Website Hosting Content Mgmt System (CMS) Content + Functionality Website
- 22. Choosing the right domain name .org.au and/or .asn.au Available for registration by "non-commercial organisations" only. Must be: – an Australian incorporated association – an Australian political party – an Australian Trade Union or organisation under Workplace Relations Act 1966 – an Australian sporting or special interest club.
- 23. Choosing the right domain name .com.au and/or .net.au Must be: – an Australian registered company – trading under a registered business name in any State or Territory – an Australian partnership or sole trader – a foreign company licensed to trade in Australia – an owner of an Australian Registered Trade Mark – an applicant for an Australian Registered Trade Mark 1 – an association incorporated in any State or Territory – an Australian commercial statutory body.
- 24. Choosing the right domain name .com, .net, .org, .info, and .biz Can be registered by any organisation or individual anywhere in the world .com has the best recognition
- 25. Website hosting and CMS in one… • Easiest way to get a website started is to use a website builder or hosted content management system. • Some of the most popular…
- 26. WIX Weebly Squarespace WordPress Ease of Use Easy Moderate Moderate Moderate to Difficult Price for Basic Business Package $5.95/month $8/month $16/month Free Hosting Included Yes Yes Yes Yes Support Phone/Support Forum Email/Live Chat Email/Live Chat/User Forums User Forums Free Templates Yes Yes Yes Yes Mobile optimised Yes Yes Yes Depends Search Engine Friendliness Poor Good Good Great Future Flexibility None – can not change template, export to other platform or hosts Can be exported to WordPress Can be exported to WordPress Fully Flexible from hosted version
- 28. Online Fundraising • Promotion e.g. Email campaigns, messages on your and the websites of other high traffic sites • Donor management software e.g. Donor Management, Active Network • Crowdfunding e.g. Fundable (start-ups), Pzible or Kickstarter (creative projects), iPledg or Crowdrise (charity fundraising)
- 29. Online Fundraising • Mobile phone fundraising e.g. Causecast, Everyday Hero • Support organisations: – Fundraising Institute Australia – Pro Bono Australia – Connecting Up Australia – TRI Community Exchange – Our Community
- 30. Fundraising Platforms 1. Everyday Hero e.g. City2Surf 2. GoFundraise e.g. Kids Helpline 3. StartSomeGood e.g. Bicycles for Humanity 4. Chuffed 5. Give Back Campaign 6. Giving One Percent e.g. Australian Red Cross 7. JustGiving
- 31. linkedin.com/in/chrisdbarry 31 SOCIAL MEDIA MANAGEMENT AND FUNDRAISING FOR COMMUNITY AND NOT-FOR- PROFIT ORGANISATIONS
- 32. linkedin.com/in/chrisdbarry 32 ABOUT ME Director, Communications and Fundraising Communities@Work $1 million
- 33. linkedin.com/in/chrisdbarry 33 WHAT WE’LL LOOK AT • The Big Picture • How Communities@Work uses social media • Developing a simple plan- case study • Engaging people with your cause
- 34. linkedin.com/in/chrisdbarry 34 SOME STATISTICS Facebook has 13.2 million users in Australia Twitter has 2.5 million users in Australia Youtube is the second most visited website on the planet (after Google) LinkedIn has 3.65 million users registered in Australia
- 35. linkedin.com/in/chrisdbarry 35 SOME MORE STATISTICS Australia has over 600,000 not-for-profit organisations • 97% have an online presence • 32% have a LinkedIn Company profile • 31% have a Facebook page • 23% have a YouTube page • 22% are on Twitter • 10% have blogs
- 36. linkedin.com/in/chrisdbarry 36 WHY DO WE ENGAGE IN SOCIAL MEDIA? • Brand awareness and marketing • Awareness of specific programs, services and issues • Engagement with stakeholders and clients • Fundraising and donations $1 million
- 37. linkedin.com/in/chrisdbarry 37 ATTENTION IS LIMITED
- 38. linkedin.com/in/chrisdbarry 38 QUESTION What are we selling?
- 39. linkedin.com/in/chrisdbarry 39 QUESTION How do we sell it?
- 40. linkedin.com/in/chrisdbarry 40 SOCIAL ISN’T ENOUGH previewnetworks.com
- 42. linkedin.com/in/chrisdbarry 42 EOFY CAMPAIGN CAMPAIGN PHASING APRIL DEVELOPMENT MAY DEVELOPMENT LAUNCH MAY 19 JUNE DELIVERY JULY DELIVERY AUGUST WRAP UP AND REPORTING
- 43. linkedin.com/in/chrisdbarry 43 WHO IS OUR CAMPAIGN TARGETED AT? OUR TARGET GROUPS Corporates Direct Mail CIVI List Chamber/Canberra Business Council Email Previous Donors Email Social Media Current Sponsors & Supporters Email Social Media General Public (People we don’t know and who don’t know us) Print Advertising Social Media Advertising Posters C@W Programs Children’s Services Marketing Dist Sites DL flyers Posters
- 44. linkedin.com/in/chrisdbarry 44 WHO IS OUR CAMPAIGN TARGETED AT? THE GENERAL PUBLIC ADVERTISING DL Flyer – inserts in Chronicle Posters Google Advertising Facebook Advertising Print (Canberra Weekly) PR Stories in media Interviews
- 45. linkedin.com/in/chrisdbarry 45 WHAT IS THE JOURNEY? CORPORATES Direct Mail • CIVI List • Chamber of Commerce Digital • Follow Up Email – CIVI List • Landing page on Website • Direct to C@W Landing Page • Update individual donation pages Donation • Receipt • Thank You message • Additional Call to Action Email 1 • Follow Up Email July 8 • Thank You • Other ways you can help Email 2 • Follow Up Email August 5 • How we used your donation (Story)
- 46. linkedin.com/in/chrisdbarry 46 HOW DID WE USE SOCIAL MEDIA?
- 47. linkedin.com/in/chrisdbarry 47 HOW DID WE USE SOCIAL MEDIA?
- 48. linkedin.com/in/chrisdbarry 48 HOW DID WE USE SOCIAL MEDIA?
- 49. linkedin.com/in/chrisdbarry 49 HOW DID WE USE SOCIAL MEDIA?
- 50. linkedin.com/in/chrisdbarry 50 HOW DID WE USE SOCIAL MEDIA?
- 51. linkedin.com/in/chrisdbarry 51 HOW DID WE USE SOCIAL MEDIA?
- 52. linkedin.com/in/chrisdbarry 52 HOW DID WE USE SOCIAL MEDIA?
- 53. linkedin.com/in/chrisdbarry 53 HOW DID WE USE SOCIAL MEDIA?
- 54. linkedin.com/in/chrisdbarry 54 HOW DID WE USE SOCIAL MEDIA?
- 55. linkedin.com/in/chrisdbarry 55 HOW DID WE USE SOCIAL MEDIA?
- 56. linkedin.com/in/chrisdbarry 56 HOW DID WE USE SOCIAL MEDIA?
- 57. linkedin.com/in/chrisdbarry 57 HOW DID WE USE SOCIAL MEDIA?
- 58. linkedin.com/in/chrisdbarry 58 HOW DID WE USE SOCIAL MEDIA?
- 59. linkedin.com/in/chrisdbarry 59 HOW DID WE USE SOCIAL MEDIA?
- 60. linkedin.com/in/chrisdbarry 60 OUR SOCIAL MEDIA TOOLS Sprout Social – Social Media Management (paid service) Alternative – Hootsuite (free and paid versions)
- 61. linkedin.com/in/chrisdbarry 61 OUR SOCIAL MEDIA TOOLS Sprout Social – Social Media Management (paid service) Twitter Facebook
- 62. linkedin.com/in/chrisdbarry 62 OUR SOCIAL MEDIA TOOLS Sprout Social – Social Media Management (paid service)
- 63. linkedin.com/in/chrisdbarry 63 OUR SOCIAL MEDIA TOOLS Website – Landing Page commsatwork.org/dogood
- 64. linkedin.com/in/chrisdbarry 64 OUR SOCIAL MEDIA TOOLS Alternatives – 3rd party fundraising websites • GoFundraise • Everyday Hero • JustGiving • StartSomeGood
- 65. linkedin.com/in/chrisdbarry 65 OUR NON-SOCIAL MEDIA TOOLS Word and Excel
- 66. linkedin.com/in/chrisdbarry 66 SOME RESOURCES FIA – Peak Body - Fundraising (Check out their Standard of Social Media Fundraising Practice) Hootsuite - social media management Mailchimp - email with analysis Surveymonkey - surveys (great for engagement)
- 67. linkedin.com/in/chrisdbarry 67 SOME OF MY FAVE WEBSITES Prezi - lots of presentations Slideshare - lots more presentations Our Community - for nonprofits Nonprofit Tech for Good - just what their name suggests Social Media Examiner - social media info Marketo - plans and templates Hubspot - plans and templates Threesides - information and resources Contentgroup - information and resources
- 68. linkedin.com/in/chrisdbarry 68 WHERE TO FIND ME Linkedin.com/in/chrisdbarry facebook.com/page.chrisdbarry chrisdbarry@hotmail.com search for “Social Media in Business (Canberra) @smbcbr
- 70. Workshops and Consultations Workshops Series of 17 workshop topics over the next 12 months Free sessions – subsidised by federal government – in Queanbeyan and across the region Digital Consultations Develop and digital business plan Identify 3 get started now actions Help you start in the right digital direction
- 72. Workshop feedback • https://forms.communications.gov.au/ enterprisegroupfeedback • Verification word: dog
- 73. Stay in touch • Website: • www.crde.com.au • Call the office: • 62970933 • Stay on our email list • Tell a friend!
Editor's Notes
- Visual Learners (65% population): These individuals learn best from pictures, videos, diagrams, and visualization. In this model they’ve used YouTube and Flickr serve as powerful ways to reach and engage these people but now Instagram and Pinterest would be more popular models than Flickr. Photos get way more engagement on Facebook than text only posts. Auditory Learners (30% population): These natural listeners would rather have something explained to them than to read it. So the obvious modes here are podcasts and YouTube. Kinesthetic Learners (5% population): Enyoy the hands on approach, prefer solving real-life problems
- It is increasingly common to see community organisations and charities using the internet to promote causes with email campaigns and strategic placement of messages on the websites of other high traffic sites. Many organisations have hyperlinks between their online newsletters and their online donation area. This allows their supporters to read a story in the online version of a weekly newsletter and click on ‘donate now’ to go directly to the donation page on the organisation’s website. Donor management software typically includes features to help you with tasks like managing volunteers, conducting raffles and tracking prospective donors. Crowdfunding campaigns - ‘Crowdfunding’ services may allow you to create a project page on a third party website to request project-based funding from the public. A crowdfunding campaign is typically run according to a fixed deadline of 1-3 months. Some services are set up so that no money changes hands if the project hasn’t reached its funding target by the end of the campaign. Others provide the entire pledged amount at the end of the campaign, even if the target is not reached. Users can pledge as large or as small a contribution as they want, even above the funding target. Campaigns that use crowdfunding typically involve rewards for funding at different levels as an incentive for people to make or increase their donation. A key advantage of using a crowdfunding service is that you can set up an initiative and accept donations on a third-party website, without the need to modify, or create, your own website.
- Donations raised via mobile payments are also possible, via text-to-give campaigns. For example, in the aftermath of the earthquake in Haiti in early January 2010, over US$25 million was raised by text messages sent from donors on mobile phones.
- Everyday Hero allows individuals to fundraise for the causes they love by providing them a platform to set goals and encourage their friends to support them. GoFundraise also offers a peer-to-peer option for fundraising for a cause. StartSomeGood are a crowdfunding platform for anyone with a project that’s for social good. Australian founded. – Bicycles for Humanity - Help Us Get 800 More Bikes to Africa Chuffed is a not-for-profit crowd funding platform that supports other not-for-profits. We only do social cause projects. That’s it. If you want to crowdfund a refugee project, you’re in. If you want to crowdfund your holiday to Paris, you’re out. General charity appeals for organisations aren’t really our thing. If you’ve got a project, or can cut your organizational costs into project, then we’d love to have you. Give Back Campaign help worthwhile causes raise funds through helping them direct their supporters to businesses who will make donations to those causes each time a supporter makes a purchase. Giving One Percent supports Australians giving their fair share to life-saving work with the world’s poor. They encourage all Australian donors to calculate their income and donate 1% of it to a charity of their choice. They Help you to decide how much to give, who to help, and how including calculators. Just Giving launched in 2001, based in the UK.
- Communities@Work has $30 million dollar turnover. We are a diverse community organisation that delivers various services right across the Canberra region. We deliver 4 key charity programs and raise just over $1 million dollars annually through fundraising and donations. C@W are quite new to both fundraising and social media, and as both are relationship based, we are still in the development and growth phase. I have interests across many fields, including management theory and practice, science and skepticism, politics, current affairs, technology, social media and the arts. My career brings broad ranging experience, skills and training from diverse fields, including management, journalism, communications and marketing. I like to help not-for-profits and small businesses succeed, focusing on strategic business planning, marketing, communications and social media.
- This may or may not cover: Managing access in your organisation Setting goals and objectives for your social media plan Identify the best uses of social media tools for your organisation Identify various tools for fundraising through your website Online fundraising platforms Getting people to financially commit Crowdfunding – it deserves its own presentation
- About half of Canberrans use Facebook. Over 55s are the fastest growing user base. Under 25s are the slowest. About 15% of Canberrans use Twitter There are 103,777 LinkedIn Users in Canberra According to results of a survey from 2B, Facebook is 14 times more popular than any other social media platform. Communities@Work is active on all of these platforms.
- Benefits of Social Media: lower marketing and communications costs higher ROI on advertising and promotions Great for: Engagement and lead generation Peer-to-peer fundraising Part of multichannel campaigns But mostly because the growth of online giving is around 15% annually, or about 3 times that of giving overall
- Attention is limited. We are in an uncertain economic climate. Since GFC. We are in a crowded marketplace (600,000 NFPs, 97% with a presence online) We are fighting for a limited resource $, selling… what? In many ways, charities are asking people to give us their money for nothing. How do we cut through?
- We are selling a promise. We are selling a vision. We are selling
- Preview Networks is a content marketing business. Social isn’t enough. Social isn’t all there is. Social must be part of a strategy that includes your paid, owned and earned media. Inbound channels Outbound channels Content – for charities, our story is our unique selling proposition
- Primary Goal: Raise $100,000 in donations during May/June Secondary Goal: Positioning, branding.
- Campaign Phasing
- Our target market
- Example – General Public
- Example - Corporates
- Connection to a vison, a mission, a greater good. A video in your fundraising campaign generally creates about 4 times as much interest, sharing, likes etc.
- Connection to a vison, a mission, a greater good – with a fun twist. Don’t be afraid to add some humour.
- Connection to a vison, a mission, a greater good – with a fun twist. Don’t be afraid to add some humour.
- Connection to a vison, a mission, a greater good
- Connection to a vison, a mission, a greater good
- Connection to the issue
- Story – cross posted on LinkedIn, Facebook, Twitter and personal and corporate profiles
- Client Story – cross posted on LinkedIn, Facebook, Twitter and personal and corporate profiles
- Connection to the issue. Don’t be afraid to ask directly for a donation.
- Practical
- Story – content on traditional media – 666ABC – cross posted on LinkedIn, Facebook, Twitter and personal and corporate profiles
- Outreach
- Curated/shared content – The Power of Empathy. Over 1,000 people reached, which is about 400% above average for our Facebook posts.
- Engagement and conversation. Throughout your campaign make sure you are authentic and true to your “brand”. Your voice. Who you are.
- $30/month single user charity rate
- We utilise social sharing options on checkout.
- We use GoFundraise predominantly for Community Fundraising and peer-to-peer campaigns. Whatever you do, make it optimised for mobile – 50% of internet access is now via mobile devices. If your site isn’t mobile optimised, you’re missing half your audience.
- Plan your project Create your editorial calendar Track your campaign Report on your success
- Word of warning re: Marketo and Hubspot