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Social Media
               Major Gifts and Annual Giving




Tu-Anh Pham
Web Author
What is it?
ā€¢   A conversation
ā€¢   Way to engage with your audience
ā€¢   Ongoing
ā€¢   Viral marketing
    ā€“ ā€œWord of mouseā€
    ā€“ Copying and pasting
ā€¢ Transparent
Conversation Prism ā€“ Brian Solis
Facebook
ā€¢ If Facebook was a country, it would be the
  8th most populated in the world, just
  ahead of Japan. ā€“ Mark Zuckerberg
ā€¢ 5 billion: Amount of minutes spent on
  Facebook in a day
ā€¢ 1 billion: Amount of content shared a week
  on Facebook
Fundraising via Social Media
Fundraising via Social Media
Facebook Pages
Twitter
ā€¢   3 million: Avg number of tweets sent/day
ā€¢   Followers, Replies, Retweets
ā€¢   Constant conversation
ā€¢   Promote traffic to website
ā€¢   See what your audience is really thinking
ā€¢   To the point
search.twitter.com
Social Media is About ā€¦



Listening
Get Involved and Let Go
ā€¢ Donā€™t just talk about yourself. Ask
  questions, engage people and link to
  interesting sites, articles, etc.
ā€¢ You cannot control the message
ā€¢ You have to be honest and authentic
ā€œControlling the message is
  not the answer. Learning to
use the new tools responsibly
 within your organization is.ā€
                  - Charlotte Regional Partnership
Fundraising
ā€¢ Use of social media is not the point
ā€¢ Building relationships is
ā€¢ Social media is a tool to connect you with
  potential donors, sponsors, etc.
Fish Where the Fish Are
ā€¢ Determine where your audience is
ā€¢ Once you have your audienceā€™s
  attention, approach prospective
  donors in ā€œtraditionalā€ ways
  (private meetings, grant
  proposals, etc.) ā€“ and then secure
  major gifts
Facebook Demographics

ā€¢ Facebookā€™s largest user group is aged 35-
  54 (it once was 18-24)
ā€¢ Facebook 55+ users grew from 950,000 to
  5,900,000 in only 6 months

(iStrategyLabs, January, 2010)
LinkedIn Demographics
ā€¢   37% of users are between 35-49
ā€¢   31% of users are older than 50
ā€¢   27% of users are between 18-34
ā€¢   38% of users make more than $100k
ā€¢   31% of users make between $60-100k

(Quantcast.com, 2010)
Twitter Demographics
ā€¢ 45% of users are between 18-34
ā€¢ 24% of users are between 35-49
ā€¢ 30% of users have an income of over
  $100k
ā€¢ 28% of users makes between $60-100k

(Quantcast.com, 2010)
Long Term
ā€¢ Short-term plans will result in minimum
  donations and results
ā€¢ Donā€™t expect immediate, easily measurable
  results. It takes time to build trust and
  make connections.
ā€œNo timeā€¦ā€
ā€¢ Do not have to spend all day on it
ā€¢ Have third-party tools open to follow the
  conversation
ā€¢ TweetDeck, HootSuite, etc.
Fundraising via Social Media
Go Play and Explore

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Fundraising via Social Media

  • 1. Social Media Major Gifts and Annual Giving Tu-Anh Pham Web Author
  • 2. What is it? ā€¢ A conversation ā€¢ Way to engage with your audience ā€¢ Ongoing ā€¢ Viral marketing ā€“ ā€œWord of mouseā€ ā€“ Copying and pasting ā€¢ Transparent
  • 4. Facebook ā€¢ If Facebook was a country, it would be the 8th most populated in the world, just ahead of Japan. ā€“ Mark Zuckerberg ā€¢ 5 billion: Amount of minutes spent on Facebook in a day ā€¢ 1 billion: Amount of content shared a week on Facebook
  • 8. Twitter ā€¢ 3 million: Avg number of tweets sent/day ā€¢ Followers, Replies, Retweets ā€¢ Constant conversation ā€¢ Promote traffic to website ā€¢ See what your audience is really thinking ā€¢ To the point
  • 10. Social Media is About ā€¦ Listening
  • 11. Get Involved and Let Go ā€¢ Donā€™t just talk about yourself. Ask questions, engage people and link to interesting sites, articles, etc. ā€¢ You cannot control the message ā€¢ You have to be honest and authentic
  • 12. ā€œControlling the message is not the answer. Learning to use the new tools responsibly within your organization is.ā€ - Charlotte Regional Partnership
  • 13. Fundraising ā€¢ Use of social media is not the point ā€¢ Building relationships is ā€¢ Social media is a tool to connect you with potential donors, sponsors, etc.
  • 14. Fish Where the Fish Are ā€¢ Determine where your audience is ā€¢ Once you have your audienceā€™s attention, approach prospective donors in ā€œtraditionalā€ ways (private meetings, grant proposals, etc.) ā€“ and then secure major gifts
  • 15. Facebook Demographics ā€¢ Facebookā€™s largest user group is aged 35- 54 (it once was 18-24) ā€¢ Facebook 55+ users grew from 950,000 to 5,900,000 in only 6 months (iStrategyLabs, January, 2010)
  • 16. LinkedIn Demographics ā€¢ 37% of users are between 35-49 ā€¢ 31% of users are older than 50 ā€¢ 27% of users are between 18-34 ā€¢ 38% of users make more than $100k ā€¢ 31% of users make between $60-100k (Quantcast.com, 2010)
  • 17. Twitter Demographics ā€¢ 45% of users are between 18-34 ā€¢ 24% of users are between 35-49 ā€¢ 30% of users have an income of over $100k ā€¢ 28% of users makes between $60-100k (Quantcast.com, 2010)
  • 18. Long Term ā€¢ Short-term plans will result in minimum donations and results ā€¢ Donā€™t expect immediate, easily measurable results. It takes time to build trust and make connections.
  • 19. ā€œNo timeā€¦ā€ ā€¢ Do not have to spend all day on it ā€¢ Have third-party tools open to follow the conversation ā€¢ TweetDeck, HootSuite, etc.
  • 21. Go Play and Explore