Fundraising with Social Media

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Fundraising using social media involves much more than texting Red Cross 90999.

With social media, you are building relationships with people who care about your cause, not casting your message to the wind in the hope that someone picks it up. The return on your investment can be huge.

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Fundraising with Social Media

  1. 2. Fundraising with Social Media Presented by Geri Stengel For The Community Foundation Of Northwest Connecticut
  2. 3. Agenda <ul><li>Just the facts ma’am </li></ul><ul><li>Same rules different medium </li></ul><ul><li>Where’s the money </li></ul><ul><li>Case studies </li></ul><ul><li>Next step </li></ul>
  3. 4. Just the Facts Ma’am
  4. 5. Online Giving Source: GivingUSA and The Online Giving Study: A Call to Reinvent Donor Relationships By A Network for Good and True Sense Marketi ng
  5. 6. 2009 Online Giving by Venue in $ Millions . Source: The Online Giving Study: A Call to Reinvent Donor Relationships by A Network for Good and True Sense Marketi ng
  6. 7. 2007-2009 Online Giving Trends by Venue Source: The Online Giving Study: A Call to Reinvent Donor Relationships by A Network for Good and True Sense Marketi ng
  7. 8. Trends in Percent of New Donors Giving Online Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report by Target Analysis
  8. 9. New Donors by Age Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report by Target Analysis
  9. 10. New Donors by Household Income Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report by Target Analysis
  10. 11. Revenue per New 2010 Donor Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report by Target Analysis
  11. 12. Where’s the Money
  12. 13. Social Media and Its Impact on Giving <ul><li>69% of donors have one or more social media accounts </li></ul><ul><li>The majority of donors do not follow nonprofits through social media </li></ul><ul><li>Among those use social media to follow a nonprofit </li></ul><ul><ul><li>65% say they do so because the nonprofit is an expert in its field </li></ul></ul><ul><ul><li>62% because the not-for-profit posts relevant updates on its work </li></ul></ul>Source: The Cygnus Donor Survey: Where Philanthropy is Headed in 2011
  13. 14. The Influence of Friends <ul><li>16% are more likely to follow a nonprofit if a friend is </li></ul><ul><li>17% of social media account holders make a first-time gift after following a nonprofit </li></ul><ul><li>17% have been influenced to give again to one they already support through following </li></ul>
  14. 15. It’s About Growing the Pie Not Fighting Over Crumbs <ul><li>As a result of following </li></ul><ul><li>45% have increased giving </li></ul><ul><li>52% said it remained the same </li></ul>
  15. 16. Social Media Another Donor Communications Tool <ul><li>“ I want to be informed about how a donation is being used and not left to wonder if the gift is really making a difference.” </li></ul><ul><li>“ What inspires me to give are stories of success: hearing about interventions that really save lives, improve lives, and make a sustainable difference.” </li></ul>
  16. 17. A Comparison of Costs of Fundraising Tools Source: Illustration, @shanesnow, Visual Data; Content Blackbaud, Run Walk Fundraising Council
  17. 18. A Comparison of Online Donations Source: Illustration, @shanesnow, Visual Data; Content Blackbaud, Run Walk Fundraising Council
  18. 19. Source: Illustration, @shanesnow, Visual Data; Content Blackbaud, Run Walk Fundraising Council
  19. 20. Source: Illustration, @shanesnow, Visual Data; Content Blackbaud, Run Walk Fundraising Council
  20. 21. A Wide Range of Metrics Are Available Source: Illustration, @shanesnow, Visual Data; Content Blackbaud, Run Walk Fundraising Council
  21. 22. The More You Do Social Media The More Effective You Are Source: Nonprofits and Social Media: It Ain’t Optional
  22. 23. Case Studies
  23. 24. Online Red Kettle Facebook Applicaiton
  24. 25. A Happy Tweetsgiving to You
  25. 26. YouTube Raises a Roof http://www.youtube.com/watch?v=jnIsUGcCcfM&feature=player_embedded
  26. 27. LinkedIn: A Powerful Fundraising Tool
  27. 28. Next Steps
  28. 29. Learning to Use Social Media Source: Nonprofits and Social Media: It Ain’t Optional Learning by doing 91% Observing what others are doing 82% Reading online resources 70% Talking to colleagues 61% Attending classes (in person and online) 47% Talking to experts 43% Attending social media conferences 26% Reading books 22% Hired an expert on staff 15% Hired a consultant / outsource some all functions 11%
  29. 30. Conclusions: Fundraising With Social Media <ul><li>A low cost fundraising tool </li></ul><ul><li>Strength is more as a communication tool than directly raising money </li></ul><ul><li>Open doors to new donors </li></ul><ul><li>Reinforces other efforts to increase giving </li></ul><ul><li>Learning is trail and error, but educational exists </li></ul>
  30. 31. Resources <ul><li>Fundraising With Social Media http://slidesha.re/iM6Dnn </li></ul><ul><li>Nonprofits and Social Media: It Ain't Optional http://www.ventureneer.com/sites/default/files/nonprofits-and-social-media-it-aint-optional_0.pdf </li></ul><ul><li>One stop resources social media as they are used by nonprofits http://ventureneer.com/npsome/ </li></ul><ul><li>Social Media for Your Nonprofit:Take Charge http://ventureneer.com/sites/default/files/ebooks/ventureneer-socialmedia-nonprofits-take-charge.pdf </li></ul><ul><li>LinkedIn: A Power Tool for Nonprofits http://ventureneer.com/node/1776 </li></ul><ul><li>Online Guide to Commercial ASP and Portal Providers for the Nonprofit Sector http://www.nonprofitmatrix.com/ </li></ul>

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