Social Media for Social Impact: Fundraising and Customer Relationship Management

Technology + Social Impact | meetup.com/net2chicago |
Social Media for Social Impact
Fundraising and Customer Relationship Management
Friday, March 27, 2015
NetSquared Chicago
Event Summary
in partnership with

Social Media for Social Impact:
Fundraising and Customer Relationship Management
Featured Presenter: Nora Brathol, Arka Pana Consulting
Presenter: Nathan Lee Jones, MBA, NetSquared Chicago
Host: Stuart Jamieson, Become
Host: Nathan Lee Jones, MBA, NetSquared Chicago
Host: Dr. Sayaka Machizawa, The Chicago School

Disclaimer
The following content includes photos, notes, summaries, and interpretations
from a recent NetSquared Chicago event. All content is property of the
respective copyright holders. No claim is implied.

Led by Nora Brathol of Arka Pana Consulting
BA in English; MA in Int’l Human Rights
10+ years online communications, fundraising, and advocacy
Expertise in launching and growing social media
Clients range from Medical Offices to Law Firms; Political
Candidates to International Nonprofits
Contact Information
nora@arkapanaconsulting.com | 773.658.9683
www.arkapanaconsulting.com
facebook.com/arkapanaconsulting | @arkapanallc | @NoraNoH8
pinterest.com/arkapanallc | Arka Pana Consulting on Google+
Arka Pana Consulting LLC on LinkedIn

Presentation Notes
Social media is a conversation, not a billboard.
- Nora Brathol, Arka Pana Consulting

Presentation Notes
Creating a Content Calendar
● Start Early (at least 3-6mo prior to event)
● Share Widely
● Consider the platform, purpose, and data
● Always connect back to mission and goals
“Sharing is Caring - Collaborate with other orgs!”

Sample Content Calendar
Local Community Center

Presentation Notes
Remember Important Dates
● #GivingTuesday (first Tuesday after
Thanksgiving)
● End of Year Giving
● Remember: During national events and/or
crisis, suspend or provide relevant posts

Presentation Notes
Creating Content
● Utilize trending, but relevant topics
● Be funny - Ex: nonprofitwithballs.com
● Empower Brand Ambassadors
● Measure ROI
● Follow 80/20 Rule
○ 80% resources / 20% promotion

Presentation Notes: Tools
Graphics: canva.com
Content Scheduling / Conversation
Monitoring: Hootsuite, Buffer, Sprout Social,
CoSchedule, SocialBro
Analytics: Facebook Insights, Google
Analytics, twitter.analytics.com
Twitter Management: Hootsuite, Manage
Flitter, Unfollowme

Additional Resources
Example Medium blog post by charity:water: https://medium.com/charity-water/the-last-walk-
for-water-979160375b4a
Pinterest board for social media for nonprofits: https://www.pinterest.com/arkapanallc/non-
profits-social-media/
Upcoming Classes led by Nora Brathol at The Shift, 4101 N. Broadway:
Engaging your Facebook Audience Through Organic Reach and Paid Ads (Wed April 8, 6pm, I am
co-presenting with a colleague who is an expert in Facebook ads)
How to use Twitter Effectively to Promote your Business or Nonprofit (Thurs April 30, 6:30pm)
How to Run a Successful Crowdfunding Campaign (Thurs May 21, 6:30pm, an expert from
Indiegogo will be teaching this class but I will be on hand to answer questions about how social
media impacts crowdfunding)
Optimizing your LinkedIn profile (Tues May 28 6:30pm, I will cover personal profile optimization
and branded page optimization)

CRM Strategy and Methodology
● Customer Relationship Management (CRM)
● “Customers” = Revenue
○ Consumers
○ Donors
○ Grant Agencies
○ Sponsors

Tool ≠ Methodology
Source: ChiefMartec

Moving from Awareness to Revenue
The Dream:
Someone learns about your org and are
immediately inspired to donate!

The Reality: Complex and Always Changing

The Goal is to be:
Deliberate, Methodical, Efficient, Aware

Example Pipeline

Example Pipeline (Donor)

Additional Decision Factors
1. Existing Workflow and Integrations
Nice-to-have vs. Must-have
2. Learning Curve

Workshop: Crowdsource a Content Calendar
Organization Name: ________________________
Organization Mission: _____________________
What is/should your organization be known
for? Keywords: _____________________________
_____________________________________________
Example Fundraising Goal(s): ______________
______________________________________________

Workshop: Crowdsource a Content Calendar

Technology + Social Impact = Awesome Events
Volunteer-run
50+ Chapters in 20+ Countries
Join Us!

www.thechicagoschool.edu/Chicago/
Student_Affairs/Community_Partnerships
Special Thanks to Our Event Partners
www.be-come.org

Prepared by:
Nathan Lee Jones, MBA
Organizer, NetSquared Chicago
Business Strategy for
Social Enterprises and
Social Entrepreneurs
www.nathanleejones.com

Social Media for Social Impact: Fundraising and Customer Relationship Management

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