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Social Networking 4 Fundraisers

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Social Networking 4 Fundraisers

  1. 1. Jan. 20, 2011 Wilma Ariza, Managing Partner Social Networking for Fundraisers 101 Millennium Consulting Services of America Wilma Ariza, Managing Partner
  2. 2. Social Networking for Fundraisers 101In this session, using real-world case studies well look at why social networking is valuable for nonprofits, and how it can be used for fundraising:  Why Social Networking?  Examples and Case Studies  Return on Investment  Stats to Evaluate Social Media puts the “public” into PR and the “market” into marketing. Chris Brogan, President of New Marketing Labs,
  3. 3. 50 Million Users? How long did it take for these mediums to reach 50 M users  Radio: 38 years  TV: 13 years  Internet: 4 years  Facebook added 1 M users in 9 months Source: http://www.socialnomics.com
  4. 4. AMAZING STATS
  5. 5. Popularity of Commercial Social Networks 74.0% 80.0% 70.0%Percent of 60.0% 46.5% 43.2%Nonprofits 50.0% 32.9% 40.0% 26.1% 30.0% 20.0% 10.0% 0.0% Facebook YouTube Twitter LinkedIn MySpace Commerical Sites
  6. 6. Average Community Size of Nonprofits on Commercial Social Networks 5391 6000 5000 4000Community Size 3000 1905 2000 291 286 268 243 1000 0 Facebook MySpace LinkedIn Twitter YouTube Change.org Commercial Sites
  7. 7. Fundraising Revenue on Commercial Social Networks (last 12 months) 29.1% 30.0%Percent of 25.0%Nonprofits 20.0% 15.0% 9.2% 6.6% 5.5% 10.0% 4.4% 1.0% 5.0% 0.0% Commercial Sites
  8. 8. Size of Communities on Nonprofits House Social Networks 74.4% 80.0%Percent of 60.0%Nonprofits 40.0% 12.2% 13.5% 20.0% 0.0% 2,500 or less 2,501 - 10,000 10,001 or more Registered users
  9. 9. Fundraising on Nonprofits House Social Networks 74.7% 80.0%Precent of 60.0%Nonprofits 40.0% 16.4% 8.8% 20.0% 0.0% $0 - $10K $10,001 + Amount Raised
  10. 10. Online Ecosystem (Integrated Fundraising) External Networks Campaign Facebook Org Facebook Corp Page Partners Coalition Twitter Partners Org Twitter Account Organization Website Blogosphere Org Blog Internal Networks
  11. 11. THE INTEGRATEDFUNDRAISING APPROACH
  12. 12. Online Ecosystem: LIVESTRONG (Integrated Fundraising) FacebookTwitter YouTube WebsiteFlickr Blog Events
  13. 13. Online Ecosystem: LIVESTRONG (Integrated Fundraising)Property Audience ObjectiveWeb Site New & Returning Information Portal; FundraisingEmail List Donors, supporters, Fundraising, Advocacy participants, volunteersBlog Media, community, Humanize; Personalize; Influence; prospects Stories; AcquisitionFacebook Supporters Communication, Community; AcquisitionEvents Fundraisers/Advocates Fundraising; AwarenessTwitter Professional Influencers Real-time news; AcquisitionYouTube All Video Hosting; Acquisition
  14. 14. 140 Smiles Campaign Nonprofit: Operation Smile Campaign: 140Smiles Fundraising Goal: $33,000 Actual: $23,250 In-Process Time Period: May 31 – Sep 15 2009
  15. 15. 140 Smiles Campaign
  16. 16. 140 Smiles Campaign
  17. 17. 140 Smiles Campaign
  18. 18. 140 Characters for 140 Smiles 140 Campaign
  19. 19. 140 Smiles Donation Interface with Twitter
  20. 20. 140 Smiles Donation Interface with Twitter
  21. 21. Case Studies OnSocial Network Influence 1. EpicChange 2. 12for12k 3. Twestival
  22. 22. Epic Change Campaign: Tweetsgiving Fundraising Goal: $10,000 Actual: $11,131 372 contributors $29.92 avg gift Time Period: Nov 25 – 27 2008
  23. 23. 12for12k Campaign: Tweet-a-Thon Fundraising Goal: $12,000 Actual: $15,549.69 Time Period: Dec 1 – 31 2008 Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/
  24. 24. Charity : Water Campaign: Twestival 1,000 volunteers 202 cities joined 10k + attended Actual: $250k
  25. 25. #BeatCancer 24 hours Creativity + Collaboration = Success Twitter, Facebook and Blogging using #BeatCancer 1 penny per message donated 209,771 mentions in 1 day 100 M overall impressions of the #BeatCancer Set world record for online impressions Raised over $70,000 Sponsored by Ebay/Paypal and MillerCoors Brewing All money will be donated to non-profit cancer organizations
  26. 26. House Network, Facebook & CausesAnnual Fund Giving – Two Case Studies
  27. 27. Annual Fund Individual Giving28
  28. 28. Annual Fund - Causes on Facebook29
  29. 29. Gift Fundraising Dont just send friends any gift, send a gift that makes a real difference. 50% of all proceeds go to animal charities you choose. Adopting pets from Pets Cybershelter helps REAL animals! Send friends a Facebook family member or adopt pets for your page30
  30. 30. Extending Peer to PeerFundraising
  31. 31. Peer to Peer Event Fundraising  1 M+ walkers  450+ events
  32. 32. Peer to Peer Event Fundraising (Events Site)  Event Site  Registrant Page  Registrant Giving Form  Registrant Email Tools  Team Tools  Promotional Tools Donor Recognition Gift Thermometer Offline Giving Options Phone Support
  33. 33. Peer to Peer Event Fundraising Success is Now Spelled S O C I A L
  34. 34. Peer to Peer Event Fundraising: Results 370+ events have activated Website Active Users* Twitter or Facebook FaceBook 1607 Twitter 951 Total 2558 Although Facebook Number of Total $ Average Gift has only been out Website Gifts Raised Amount for ½ as long as Twitter, it has long Facebook 511 $22,662.48 $44.35 surpassed Twitter Twitter 180 $7,710.00 $42.83 in Active Users. Total 691 $30,372.48 $43.95 Participants have raised nearly 3x more with*Participants that have sent at least one message Facebook
  35. 35. Peer to Peer Event Fundraising: Results $ Generated Potential Total Click Click Thru Conversion per Website Impression* Thru Rate Gifts Rate Total Raised impression 0.04117921FaceBook 192840 7941 6 511 0.0026499 $22,662.48 $0.12 0.19735616 Twitter 66570 13138 6 180 0.0027039 $7,710.00 $0.12 259410 21079 691 $30,372.48 Facebook But Twitter has Conversion Rates and $ Generates more drastically higher Generated per impression impressions Click Thru Rate are remarkably similar*Average of 120 Friends for Facebook & 70 Followers forTwitter
  36. 36. **Facebook Event Fundraising37
  37. 37. Facebook Event Fundraising (Widget)http://www.facebook.com/StartWalkingNow  Displayed on personal profile  Org/Event branded  Fundraising focused  Personalized giving results  Personalized donation link  Progress meter  Wall and news feed updates
  38. 38. Facebook Event FriendRaising
  39. 39. Facebook Event Engagement Continues
  40. 40. ROI for Social Networking Sites, Groups and Communities Soft ROI  Hard ROI  Awareness & branding  Individual annual or  Education membership fundraising  Higher level of  Event fundraising engagement (peer-to-peer)  Higher affinity for  Major Donors organization  Advertising  Community Building  Underwriting  Email List Acquisition  Sponsorship  Advocacy  Cause Marketing  Volunteer recruitment  Grants

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