The Fundraisers’ Guide to Social Media
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Tools and best practices for using social media in fundraising efforts
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The Fundraisers’ Guide to Social Media
- 1. Best tools beyond the basics The Fundraisers’ Guide to Social Media Bethany A. Deines Director of Annual Gifts The Children’s Medical Center of Dayton AFP National Fundraising Day May 18, 2011
- 2. Why Fundraisers Use Social Media Build relationships Interact with constituents Listen to feedback Emphasize mission & create awareness Tell compelling stories Recognize and steward donors Provide giving opportunities Promote events Provide timely communication/info sharing Demonstrate impact of support
- 3. Did You Notice? Even though technology changes, fundraising principles remain the same! Listen Engage Build authentic relationships Educate Provide opportunities Show (literally) how money was used Steward
- 4. What we ARE using
- 5. What we COULD be using
- 6. Feel a little overwhelmed? Let’s break it down
- 7. Which Tools Do What?
- 8. Which Tools Do What?
- 9. Which Tools Do What?
- 10. Things to Consider Know your target audience, objectives, key messages Ensure you have the necessary time and ability to consistently maintain Go where the people are – do you need a niche tool to reach particular target audience? Adopt low-risk tools first – access products like podcasts, videos and widgets from partner sites to add to your website Create sharable content & create advocates; let messages go “viral”
- 11. Encourage participation & respond – remember that at the core, social media is about interaction Leverage networks – create “grassroots” fundraisers and expand your reach Provide messages in multiple formats Mobile usage and demand for access is here to stay Be realistic – Social Media builds relationships; the money may come via different vehicles Measure results – Many tools to help, visit Oneforty.com Some More Things to Consider
- 12. Where to Place Priorities Ok to adopt one thing at a time Communities – Use known entities like Facebook Blog – Share the powerful stories; have a prominent “Donate Now” button Mobile website – Quickly becoming a necessity YouTube – Videos offer best way to tell stories, create your own channel Multiple Platform Tools – Make the most of multi-tasking Third Party Fundraising Sites – Give followers access, register with Guidestar
- 13. Can You Raise Money? YES! Takes time to build followers/advocates/donors Most effective at: cultivation and stewardship Provide multiple access points to donate Keep creating compelling content Make giving easy! Use auto-receipts but customize the responses!
- 14. Text Giving Text Messaging Voting Contests Foursquare Buttons, Badges, Widgets Electronic Games Shopping Portals Virtual Worlds Over-Rated Giving Hype
- 15. The Health Communicator’s Social Media Toolkit, Center of Disease Control and Prevention 2011 Ohio Hospital Social Media Guide, Ohio Hospital Association Katya’s Nonprofit Marketing Blog, KatyaAndreson Fundraising Success The Networked Nonprofit, Beth Kanter and Allison Fine Socialnomics, Eric Qualman The zillions of articles, blogs, tweets and tidbits of information I read every day on social media best practices because I’m a total geek about this. Favorite bloggers: Beth Kanter, Allison Fine, KatyaAndreson, Chris Brogan, Jeff Bullas, Mashable, Eric Qualman, John Haydon LinkedIn Groups: Online Fundraising for Nonprofits, Social Media for Nonprofit Organizations, On Fundraising Hosted by AFP, Personal experience, My Greatest Teacher Resources
Editor's Notes
- No matter what tools you use, if you practice the fundamentals of fundraising, you’ll be successful. At it’s core, social media is about interacting with people. As fundraisers, we know we need to listen more and talk less. We need to be champions for our organization by telling compelling stories about how we make a difference. We want to connect people to something they feel good about. We want to sincerely thank and recognize donors for their support and show them how they have made a difference.If you believe in being a donor-centered organization, using social media can be one of your best and most effective resources.
- Re: time – Don’t overlook the use of volunteers, interns, board members, etc. to help you use social media. You can provide key messages, talking points, access to videos, links, etc. for them to use.
- Re: Tools – Many social media tools are adding metrics to their sites; check out Oneforty.com for resources
- There are lots of “Neats and Needs.” Many of us need to prioritize what are the essential tools to use and what are the fun bells and whistles. Mastera few things at a time and then build as necessary. You may find just a few social media tools are sufficient. Communities – Go where the audience already is. With the 500 million people using Facebook, it’s worth your time to have a presence. Jumo is cool, trendy but nothing indicates it is really effective. Facebook can feature videos, photo albums, status updates (micro-blogging), links to websites. Last week you could add your Cause Page to your organization’s page to have a fundraising element. Facebook can auto update Twitter, LinkedIn, etc.Micro-Blogging – Twitter is a great place to share information and to listen to feedbackMobile Website – Constituents will demand access to your organization via cell phones, ipads and whatever new technology will pop up nextMultiple Platform Tools – These save you time; you can post to one thing and have the same message broadcast to other platforms. Ex. Post a video on YouTube and use settings to also post on Facebook and Twitter. Blog, twitter and Facebook feeds can appear on your website. Some people love Ping and similar tools that can update multiple platforms.Viral Fundraising – Register with Guidestar. This is like the Good Housekeeping Seal of Approval for viral fundraising sites. Approved charities with 990s on file can be selected on any third party fundraising site. Donors/followers can fundraise on your behalf via JustGive.org, Network For Good, Crowdrise and dozens more. If you find that one is being frequently used, take the time to update/customize your organization’s info there by adding key messages, logo, videos, podcasts, photos, etc. and then promote availability to your constituentsCheck your own online giving tools; Blackbaud and others are adding viral fundraising resources
- Yes, of course! Why else would I be up here? We saw our most effective social media fundraising coming from the use of viral fundraising sites for Dance Marathon and the Children’s Miracle March (approx. $20,000 last year)Don’t underestimate the importance of stewardship. A public thank your Facebook page, your corporate donor’s Facebookk page, public shout-outs on Twitter, recommendations on a company’s LinkedIn page can go miles in ensuring a repeat donation!Make giving easy and immediately visible on home page of website; don’t make people search on how to give.
- Text Giving – Unless you are the Red Cross or a similar relief agency responding to a crisis, these programs are having limited positive results. We do it at the hospital but usually around events where we have a specific engaged audience and the ability to share powerful stories. Our best success has been with the CMN Telethon.Text Messaging – Some may disagree with me but text messaging for fundraising may annoy people, much likes sales pitches. Text messaging is better suited for reminders, emergency updates, etc. Make sure you have opt-in permission for this!!Voting Contests – Take too much time to promote; unless you have a massive engaged grassroots following, you will lose things like the Pepsi Refresh Challenge, the Citibank Challenge, etc. Foursquare does not seem to be a successful program for nonprofits; it might work for an event like a progressive dinner but how much time do you want to waste to find that out?Buttons, Badgets, Widgets – cool novelty items but with limited resources, time, development dollars, you may want to focus elsewhere.Games? Really? Not your best way to raise money.Shopping Portals – Take a lot of time to promote and net insignificant results; these seem to be rapidly losing effectivenessVirtual Worlds – the only ones having real success here are toy companies (Webkinz, anyone?).