Intersection of Social Media & Fundraising - NC State

Presented by

Dawn A Crawford Social Media & Communications Consultant

@SocMediaRckStr

Intersection of Social Media and Fundraising

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Social Media is a Conversation

Do NOT Be This Guy

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Social Media

is a Relationshiphttp://www.flickr.com/photos/eelssej_/394781835/sizes/z/in/photostream/

Creating Your Sustainable Plan

Master ToolsMake a Plan

Pick-A-PlatformExplore & Experiment

Take It Off LineQuit

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Social Media DashboardHootSuite – HootSuite.com

• Manage all your social media in one place• Schedule updates• Batch upload• Analytics

Analytics for $5 a Month!

Peer-To-Peer Fundraising

• 7.5% transaction fees are industry standard + monthly fees

• Make sure it’s completely social media optimized

• Start small and repeat

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Prime the Pump

• Give value• Be a person• Identify champions• Take it off social media• Engage often

Create a Plan

• Time limited• Clear call to action• Creative themes work• Update often• Use multi-media• Ideas!

• Beth Kanter Case Study Search http://www.bethkanter.org/category/case-studies/

Surround Sound Approach

• Mention on all your current communications – newsletters, website, etc.

• Engage bloggers to tell your story• Leverage advocates to repost• Reach out to the media

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• Come HOME to Facebook - make your cause mesh with people's personal lives = family, friends and community

• Ask often• Leverage celebrations with Causes

• Backend through Network for Good

• Get on VIP's radar• Ask for Retweets• Leverage advocates• Fundraise one tweet at a time

• Have a sponsor/partner match number of tweets $1 up to a total

• Video is the next social media revolution – be ready for it!

• Great article on video fundraising ideas:• Video Can Help Boost Donations in End-Of-The-Year

Fundraising - http://www.bethkanter.org/hoffman-vide/ • Tips for Shooting A Winning Video For Your Nonprofit -

http://www.bethkanter.org/tips-video-shoot/

• Claim your page – you never know• Do check-in fundraiser with a corporate

sponsor

• Showcase what the fundraiser will fund – people, places and things

• Feature guest posts by bloggers about why they donate = your customers

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Project OverviewPurpose:

• Year-end fundraising campaign for the Autism Science Foundation

• Get small/medium donors who have some autism familiarity to donate

Distribution: Social media, website and email

Timeline:

• Material development: November 12 – November 30

• Campaign: December 1 – December 31http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/

Set Realistic GoalsContribute to achieving the ASF's year-end fundraising goal

Of $15,000

Contribute to an 15% increase in ASF's Twitter and Facebook followership for the month

Receive 2,000 views on the video

Place 5 posts on blogs

Place 1 media story

Campaign ElementsLandscape Analysis

Campaign Logo Development Video

Website/Blog

Email Flight

Social Media Engagement

Blogger Outreach

Media Outreach

Thank You Notes

Website – Recipe4Hope.org1,016 visits (758 absolute unique

visits)

74.41% new visits

63 sources and mediums drove traffic to the site

Nearly 25% of all traffic came from Facebook - After that was Twitter (6%) and the Discover Magazine Blog Bad Astronomy (5%)

One of the best engagement tools of the campaign

Highlights included cookie photos and December 15 Status Update Contest

13% “Like” increase for the month

1,585% increase in Post Views in comparison to Nov 2010

16% increase in Post Feedback in comparison to Nov 2010

5% overall increase in Twitter followers

Frequency – 101 tweets

Reach – 4,540 followers

Impressions – 219,318 followers

175 clicks on links in tweets

Biggest lull around Christmas

Media & Bloggers2 media stories including USA Today “How to make your impact

this holiday season”

15 Placed Blog Posts and got 2 “Ripples”

Call2Action WidgetDonation widget that could be embedded in blogs or websites

• 32,593 Hits

• 15,756 Unique Views

Fundraising Stats$10,954 raised online between 11/30 - 12/31

64 gifts overall

$171 average gift

Philanthroper.com – called the “Groupon” for nonprofits because it highlights one nonprofit a day to raise awareness and funds $1 at a time

$307 donations + some larger donations through ASF website

6 national blog posts

31 tweets with amazing reach

Social Media is a Conversation

Explore

Nerd Out & Experiment

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Take It Off Line

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Say Bye-Byehttp://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/

Passion is Infectious

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Biz Card + Magic = Presentation + Reading List

Dawn CrawfordPrincipal Communicator

bcdcideas.comdawnacrawford@gmail.com

720-231-1930@SocMediaRckStr