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Social media for fundraising 501tech
This document discusses using crowd funding and social media for nonprofit fundraising. It provides tips on launching a crowdfunding campaign, including defining clear goals and deadlines, telling compelling stories, being creative with images and videos, promoting through various channels, actively engaging on social media, and thanking donors. Specific examples are given of successful crowdfunding campaigns and how to leverage social networks, influencers, and multichannel efforts to maximize fundraising results through crowd funding and social media.
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Social media for fundraising 501tech
- 1. Crowd Funding andSocial Media for Fundraising 501 Tech Club Chicago
- 2. WHO IS MICHAELHOFFMAN? • Former senior nonprofit fundraiser and political consultant • Online marketing and communications specialist • Founded See3 Communications to merge video and the web for richer donor engagement experiences
- 3. This presentation isonly made possible because of the contributions of those that think a lot about this subject. In particular, let’s thank: Beth Kanter Lesley Mansford Carie Lewis Carlson Look them up on Slideshare and Google and see their awesomeness
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- 5. Direct Mail landsa punch to Social Media’s head
- 6. AWESOME? OR STINKY? Social Media forFundraising
- 8. Why do organizationsuse social media? • Awareness • Customer Service • Advocacy • Counter negative stories • Understand consumer interest and behavior • Stewardship of existing supporters • Fundraising
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- 10. 2012 Nonprofit SocialMedia Benchmark Report
- 11. Source: M&R/NTEN e-benchmarkstudy 285 112
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- 13. Source: Waggener EdstromDigital Persuasion Report
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- 17. Multichannel Fundraising Peer-to-Peer Crowdsourcing 3 PlacesSocial Media Works for Fundraising Curation – Lead Acquisition
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- 19. “I just gota keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're legit, I'll be sending a donation. Thanks for the work you do.” – Posted to Humane Society of the United States (HSUS) Facebook Page wall, January 2010
- 20. Humane Society ofUS • 2.3 million Facebook fans • 329,000 Twitter followers • 103% growth rate on Facebook from 2012 to 2013, 73% growth from 2013-2015 • 93% growth rate on Twitter from 2012 to 2013, 61% growth rate from 2013 to 2015 • $1 million raised on Facebook (lifetime at the middle of 2013) • $200,000 raised per year on Facebook • 300,000 actions per year taken on Facebook
- 21. A donor isa donor • Start considering social media follows like they are supporters – social CRM / moves management • Consider match/append and other efforts to combine social media and email data to get a better picture of who they are • Build your efforts reasonably, don’t over-invest and expect high direct returns • Ideal situation: Move online donors to offline – they will give more, higher lifetime value
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- 32. Just Do It FailFast, Fail Forward How to Launch
- 33. Pick a Well-DefinedGoal & Deadline How to Launch Beth Kanter • Fundraiser to honor her father who passed away, supporting Surf Rider Foundation • $5000 Goal • 2 Weeks to raise the money • Promoted through social media
- 34. Start End Your fundraiser shouldlook like this promote promote Deadline panic. Promote! promote promote Not like this Fundraiser = Campaign Start End How to Launch
- 35. Tell Your Storyand Be Creative How to Launch
- 36. How to Launch Picka Platform Upload Content
- 37. Images are Powerful… Howto Launch
- 38. Fundraisers with videos typically earn4X more! …Videos Even More So How to Launch
- 39. Website Widget Social Media Press Releases PromoteYour Fundraiser How to Launch
- 40. Build momentum, thenbranch out • Staff • Board of Directors • Key Influencers • Donors • Your Social Network • Volunteers • Friends Start With Your Inner Circle How to Launch
- 41. Ask Clearly Tie toDirect Impact “$10 provides 500 liters of clean drinking water to refugees in Somalia.” “ ” Don’t Be Afraid to Ask How to Launch
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- 43. • Editorial Calendar •Facebook < 3 / Day • Twitter 1++ / Day • P2P Asks Are Key • Seed the Tip Jar Using Social Media Plan for Success
- 44. • Mornings: 8– 9AM • Lunch: 12 – 1PM • End of Day: 4:30 – 6PM • Nights: 9:30 – 11PM •Weekends vs. Wednesdays! Active Social Media Times Using Social Media
- 45. • ? Vs.. • Media: Photos, Vids • Tag Everyone! • Emoticons Rock! :) •Respond, Recognize & Retweet ROI = Realization of Influence Using Social Media
- 46. = $10- $18 Share & Askfor Shares Using Social Media
- 47. The Ask: 5Minutes/Week Form a Social Media Marketing Committee Using Social Media
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- 49. • Announce whenmilestones are met • Send “thank you” notes • Show donors their impact Thank Your Donors Stay In Touch
- 50. Beth Kanter –Results • $5563 – 10% over goal in 2 weeks • 128 donors with 45% at suggested giving level of $25 • 43% gave more than suggested level, 12% less • 92% of people had STRONG ties to Beth, almost none knew her father • 85% of donations converted through Facebook • Thanking donors individually triggered new donations • 95% of donations through Razoo site, 5% mobile
- 51. Beth’s Lessons Learned •Set a realistic goal • Don’t set minimum gift levels too low! • Use “Social Proofing” to get more donors • Offer many ways to participate – this is a non- linear supporter journey. Sharing story, donating, participating in event. Not a simple funnel in the age of control and info overload • Find the influencers • Use promoted posts strategically • Honor your network’s creativity
- 52. CONTENT CURATION is theprocess of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.
- 58. Can you dothis?
- 60. Take that DirectMail!
- 61. E M AI L : M I C H A E L @ S E E 3 . C O M @ M I C H A E L _ H O F F M A N THANK YOU!!! S E E 3 . C O M