Using Social Networking For Non-Profit Fundraising

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Social media applications were used to raise 50% of $90,000 target for a 3-year alumni fundraising campaign in only five months for the Lambda Chi Alpha fraternity Chapter of Iowa State University. Presentations also shows how LinkedIn, Facebook, and other methods were used to link alumni of the Chapter and update their personal records.

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Using Social Networking For Non-Profit Fundraising

  1. 1. Using Social Networking For Non-Profit Fundraising Eau Claire Chamber of Commerce Social Media Fall Conference 9/29/2010 Steve Lubahn General Manager Supreme School Supply Thanks to our Sponsors!
  2. 2. Session Overview • Background On Project • Tracking Brothers - Updating Database • Comparison - Social Media Platforms Used • Interaction Examples • Social Networking / Website Guidelines • Results Of Campaign To Date • Lessons Learned
  3. 3. Background • Lambda Chi Alpha – 200 Chapters Worldwide – Fastest growing international fraternity • Chapter Level Governance – Central Policies – No social media policies in place at start of project in Fall, 2009 • Currently Over 120 Lambda Chi Alpha LinkedIn Groups
  4. 4. Iowa State Chapter Situation • Iowa State Chapter – Web presence since early 2008 – Experimented with Social Networking for recruitment – Facebook page for Gorevile Manor fundraiser – Membership drop in 2008, 30% of capacity Fall, 2009 – Membership list out of date, limited valid emails – Immediate need to raise $36,000 for 2009-2010 school year from Chapter alumni
  5. 5. MyLambdaChi.com Website • Member Database • Photo Gallery – Heavy traffic section • Website messaging system dropped in mid-2010 – LinkedIn, Facebook more effective
  6. 6. Tracking Down Members • Initial List Had Many Addresses Out of Date • Deceased Members Not Up To Date • Information Sources – Not Synchronized – Chapter master List – Fraternity headquarters database – Chapter website database • Master List Includes Address, Phone, Email – Prior to using LinkedIn, also included employer / title
  7. 7. LinkedIn Group Top ΛΧΑ Chapter LinkedIn Membership After 2 months!
  8. 8. LinkedIn Discussion Example Group Messages Auto-post to Discussion Section
  9. 9. Sample LinkedIn Announcement Only One Group Message Every 7 Days
  10. 10. LinkedIn Advisory Board Subgroup
  11. 11. LinkedIn Functions • Automatically Maintains Latest Contact Information • Group Management • Group Announcements • Subgroups • Closed Groups – Block Members • Suggest Group / Invite Members • Extract Contact List (Tag by organization) • User Desired Sets Update Frequency • Job Postings
  12. 12. Use Of Connection Tags
  13. 13. LinkedIn Connection Suggestions
  14. 14. Home - Connection Suggestions
  15. 15. LinkedIn Connection Results New Feature In September, 2010
  16. 16. Contacts Management /Export
  17. 17. Exported List In Excel Automatically Maintain Connection Email, Company, Title, Location
  18. 18. LinkedIn Lessons • Try Not To Invite People To Join Group Via Email Address – Add them as connections, than invite to join group • Be Careful To Invite The Correct Person! – Validate with school, graduation date, location, etc. – Could be limited to connections with email only
  19. 19. LinkedIn Connection Restriction
  20. 20. LinkedIn Limitations • Cannot Directly Share Photos / Graphics – Recent change – allows images from webpage links in posting • Searches Not A Strong As Facebook, Especially Common Last Names • Only One Group Messages Per Week • Discussion posts drop off after 6 months
  21. 21. LinkedIn Results • Created Group On Oct. 22, 2009 • 125 Members In Three Weeks – LinkedIn Challenge Raised $1,500! – No. 1 Chapter group in 2 months • Current Group Membership At 205 – About 20% of known living members • Exposed Students / Younger Members To Benefits Of LinkedIn Profiles – Reference opportunity for student officers
  22. 22. Facebook Group
  23. 23. Find Friends Via Email Accounts
  24. 24. Example Friend Finder Results
  25. 25. Friend Suggestions – Messages
  26. 26. Friend Suggestions–Photo Album
  27. 27. Facebook Functions • Easier To Get People To Accept Friend Requests • Less Formal Than LinkedIn For Postings • Allow Pictures and Videos • Group Announcements • Closed Groups Allowed • Friend Suggestions w/ No. Of Mutual Friends • Status Shows Immediate Updates To Members • Also Using Facebook for Public Page – Gorevile Manor Fundraiser
  28. 28. Facebook Lessons • Should Have Started With Facebook First • More Requests To Join From Non-members • Easier To Find People Not On Friends List • Fast Messaging – Quicker Response Than LinkedIn
  29. 29. Facebook Limitations • Cannot Use Subgroups • Facebook Page ≠ Group – Not able to shorten URL for group – No usage stats for group • Harder To Extract Or Manipulate Membership List • Group Invite Only For Friends You Have On Your List – Or Need Email Address
  30. 30. Other Resources Used • University Alumni Association Online Database – Contains about 50% of Alumni – Really helps to have full MIDDLE name • Social Security Death Records Database • Whitepages.com, Superpages.com • Google search on first name+last name+@ to find email addresses
  31. 31. The Wall Came Tumbling Down! • Immediate Need for $14,000 In Donations For Retaining Wall And Sewer Connection Repairs YouTube Video Of Retaining Wall Collapse
  32. 32. Member Announcements Ray “Bubba” Sorenson •Named Redbook 2010 Hottest Husband •Paints Iowa Freedom Rock - Greenfield, IA
  33. 33. Gorevile Facebook Page
  34. 34. Gorevile Manor Photo Album
  35. 35. Gorevile Manor Facebook Page • Over 550 Fans • Photos Of Gorevile Manor • Times And Dates, Ticket Prices • Moderate Posts – These Are College Students! • Also Need To Add Twitter Account • Raise about $2,500 - $5,000 per year for local children’s hospital
  36. 36. Social Networking Guidelines • Standard Names and Symbols • Group Administrators – Min / Max • Group Membership Administration • Define Function And Use Of Each Section • Messaging Frequency • Appropriate Content And Actions • Subgroup Definition
  37. 37. Campaign Results 0 10000 20000 30000 40000 50000 60000 70000 80000 Mar Apr May June July Aug Future Pledge Cash Met $36,000 Need By End of July 77% of Campaign Goal After 6 Months!
  38. 38. Membership List Update Results START OF PROJECT CURRENT STATUS Deliverable Address - 800 Deliverable Address - 978 Deceased Brothers - 50 Deceased Brothers - 249 MIA Brothers - 220 MIA Brothers - 74 Number of Active Emails - 225 Number of Active Emails - 495 Website Directory Accurate Profiles ≈25% Website Directory Accurate Profiles ≈75% •Mailing Costs Reduced, More Targeted •Extensive Use Of Electronic Communications
  39. 39. Website Traffic Sources
  40. 40. Project Lessons Learned • Facebook Faster Method To Find Members • Designate A Leader For Communications – Also “Basecamp leader” for connections • Have Multiple Group Admins • Use Direct Mail To Promote Social Networking Sites • Even With Common Bond, Still Difficult To Get >10% Of Members Participating In Posts • Not Using Twitter – No Closed Membership
  41. 41. Project Lessons Learned • Brothers in 40’s, 50’s, 60’s on Facebook! • Limited use of traditional email by younger generation – Facebook Facilitates Student Officer Communications – Facebook messaging / chat more effective • Expect Delays In LinkedIn Connection and Facebook Friend Requests – Up to 6 months to respond not uncommon
  42. 42. Questions? Steve Lubahn General Manager Supreme School Supply 608-323-3366, ext. 110 stevel@supremeworks.com • http://www.linkedin.com/stevelubahn • http://www.twitter.com/stevelubahn

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