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The use of social media as a communications and fundraising tool is becoming more and more common in the nonprofit community, but does your organization have a clear understanding of and plan for how social media can be used to raise funds?In this revealing and interactive workshop we will: 1) Investigate options for using social media as a fundraising tool. 2) Identify strategies and tools for your organization to raise money online. 3) Learn how to steward current donors through social media. 4) Identify and engage online organizational ambassadors who can connect your cause to new supporters. 5) Create a social media plan for your organization.Online communications can be an effective and useful tool for stakeholder and donor recruitment and stewardship, but without a plan communications can be jumbled and inconsistent making it a wasted effort. Join us for this unique opportunity to develop your social media efforts to raise more money online.
Citation preview
Social Media as a Fundraising Tool
Front Range SourceApril 12, 2011
Emily Davis
The Power of Social Media
4/12/2011 2Front Range Source
Overview
• Introductions• Your name and role/title• Experience with social media• Expectations or questions• What part of fundraising takes up the most
time for you?
4/12/2011 3Front Range Source
What are your fears?
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Why Social Media in Fundraising?The Generations The Evolution of Fundraising
4/12/2011 Front Range Source 5
Giving Pyramid Remains the Same
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Benefits to Social Media
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• Donor recruitment, cultivation, & STEWARDSHIP
• Build relationships• Viral recommendations• Leverage networks• Get feedback• Cost effective & green
• Communicate your cause:– Tell your story– Bring people to the inner
circle– Transparency– Test ideas– It’s where the next gen
IS!
Cons to Using Social Media
• Loss of control• Time investment• New communication
structure• Engagement – internal &
external• Transparency
4/12/2011 8Front Range Source
How many of your orgs are using…
4/12/2011 Front Range Source 9
• News alerts• Reader• Analytics• Nonprofits• Grants • Documents
• Documents• Sites• Blogger• Maps• Earth
4/12/2011 10Front Range Source
Other Social Media
Bookmarks
Videos, Photos, Presentations
Geolocation
Wikis Ning RSS
4/12/2011 11Front Range Source
Questions
4/12/2011 12Front Range Source
TEN TIPS FOR USING SOCIAL MEDIA
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1. Social media is A tool not THE tool
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2. Social Media is a Plant
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3. Adding Value
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4. Two – Way Street
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5. Prospecting, Cultivation, & Stewardship
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6. The Next Generation of Donors
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7. It Ain’t Free
“Many nonprofits (particularly the smaller ones) lack the resources
to communicate effectively. The Internet offers the opportunity to cost-effectively build a
community of supporters.”
-ePhilanthropyFoundation.org
4/12/2011 20Front Range Source
8. Not Everyone “Diggs” Social Media
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9. Selling Social Media
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10. Have a Plan
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Questions?
4/12/2011 Front Range Source 24
Facebook, Blogging, Twitter, & Linkedin
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• Profile = Individual• Personal – for people, not
businesses• Friends, not Fans or Members• No promotional ads
Facebook Profile
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Facebook Groups
• Join a group• Various
membership/privacy levels
• You can list officers• Similar to organizational
clubs• 5,000 member limit• Content comes from an
individual4/12/2011 27Front Range Source
Facebook Pages
• Fans instead of Friends• Page = Business profile• Share – badges, thru
profile wall• Applications (i.e.
Twitter)• Event creation
• Content shows up in fans’ walls
• Recommended for businesses, npos, celebrities, brands
• Purchase ads for promotion
• Become a fan of other pages
4/12/2011 Front Range Source 28
HSC Facebook Page
4/12/2011 29Front Range Source
Facebook Cause
• 46% increase in online giving between 2008 & 2009
• Nonprofits have raised $26 million using Causes
• Causes can now publish to news feeds
• Portal to your website
• Specific calls to action• Project-based
campaigns• Peer-to-peer
fundraising (birthdays)
4/12/2011 Front Range Source 30
HSC Facebook Cause
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“Starting an organizational blog is one of the fastest routes for telling the story of…your cause, demonstrating expertise in your field, and engaging supporters in
conversation.” - Ben Rigby, Mobilizing Generation 2.0
4/12/2011 32Front Range Source
Blogging Stats for Fundraisers• 12 million Americans
blog• Over half of Americans
read blogs• 11% more likely to
purchase online then the average Internet user
• Make more purchases online
• Online 6% more than average Internet user
• Incomes greater than $75,000
• 55% more visitors• 97% more links to
website – drives traffic & SEO
4/12/2011 Front Range Source 33
Why is a blog useful?• Face & voice to campaigns• Share org news• Build community• Tell your story• Personal connection• Deepen relationships• Share opinions & personalize work• Organizational history online• Internal, organizational
communications
4/12/2011 34Front Range Source
Starting a Blog
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• Post History• Comments/Reactions• Clarify your goals and
objectives• Free blogging software:
Wordpress, Blogspot• Select layout, logo, etc.• Widgets & Badges
Blog Best Practices• Plan and be consistent• Two-way communication• Everyone participates• Network within the
blogging community• Let go of some control• Promote your blog • Cross communicate
4/12/2011 36Front Range Source
Please don’t…
• Be inauthentic• Always ask for money• Hierarchical/ corporate• Have one-way
conversation at your readers
• Ignore staff, board, & volunteer input
• Make participation inaccessible
• Get boring• Stray from your plan
4/12/2011 Front Range Source 37
Measurement
• Track participation• Keywords and SEO• Tags• Sharing across other
social media• Subscription (email, RSS)• Google Analytics• Hyperlink keywords• SEO
4/12/2011 Front Range Source 38
Twitter• 4 billion tweets in first quarter of
2010• Follow people and followers• Tweet 5 – 20 times per day.• Retweet (RT) and Direct Message
(DM)• Succinct way to communicate (140
characters)• More branding and marketing• Share info with people beyond
your inner circle
4/12/2011 39Front Range Source
Find, Follow, and Share
4/12/2011 40Front Range Source
More on Tweeting• Management • Tools• Get listed (i.e. Twibes)• Link to other social media• Hashtags – find tweets
(i.e. #hemophilia)• Measurement: Bit.ly,
followers, RTs
4/12/2011 41Front Range Source
Tweetraising
• Twestival: Raised $250,000 for charity: water (2009)
• Tweetsgiving: $11,000 in 48 hours
• Twollars• Tweet4Good• Challenges• Matching gifts
4/12/2011 42Front Range Source
• Great for recruiters• Place your resume &
professional information
• Recommendations• Link profile with Twitter• Create group?
4/12/2011 43Front Range Source
Profile & Recommendations
4/12/2011 44Front Range Source
LinkedIn Groups
• Similar to Facebook • Create subgroups• Create discussion
topics• Share news links• Ask questions• Share organizational
news
4/12/2011 45Front Range Source
Understanding Social Networks“Organizations don’t have to create… social
networks; they exist all around us in a variety of forms. Networked Nonprofits
strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked
Nonprofits also know how to identify, reach, and cultivate the influencers in
their social networks, which is the key to growing very big quickly and
inexpensively.” (Fine and Kanter, 2010)
4/12/2011 46Front Range Source
And now we plan…
4/12/2011 Front Range Source 47
Creating a Social Media Plan
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Step 1: Identify Purpose • Steward & cultivate current
supporters• Attract new supporters• Tomorrow’s donors today• Position your org as an expert• Promote brand, programs,
events• Share your story
4/12/2011 Front Range Source 49
Step 2: Goal & Objectives• Raise money! How much?• Bring in new prospects -
How many?• Share ideas from your org
– which ones?• Get feedback• Promote programs &
events• Build relationships
4/12/2011 Front Range Source 50
Step 3: Tools & Strategies
• Blog– How often will you blog?– What will you blog about?– Who will blog?
• Twitter– How often will you tweet?– What will you tweet
about?– How will you track?– Who will you follow?– Who will tweet?
• Facebook– Profile/Group/Page/Cause– Who will manage?– Facebook Ads?– Will you link to Twitter?
Ping?
• Other social media– What? – Why?– How?– When?
4/12/2011 51Front Range Source
Step 4: Implementation
• Management• Contributors• Story telling• Ask questions• Solicit dialogue• Ask for money• Ask for participation
4/12/2011 Front Range Source 52
Insurance
• Set the roles internally & externally
• Purpose – connect to mission
• Who can use what• User guidelines• Consequences for
violation(s)
4/12/2011 Front Range Source 53
Step 5: Evaluation & Measurement
• Quantitative & qualitative• Start with baseline• Website hits• Hashtags• Link shortening & tracking• Facebook: engage, re-post,
recruit, ads• Feedburner/ Feedblitz• Care2 ROI calculator
4/12/2011 Front Range Source 54
Social Media Examples
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Questions
4/12/2011 56Front Range Source
Print Resources• The Networked Nonprofit• I’m on Facebook, Now What?• I’m on LinkedIn, Now What?• Mobilizing Youth 2.0• The Complete Facebook
Guide for Small Nonprofits• Twitter Jump Start: The
Complete Guide for Small Nonprofits
4/12/2011 57Front Range Source
Online Resources• Socialbrite.com• Mashable.com• Nonprofit Technology Network (NTEN)• Nonprofit Alltop• Beth Kanter: http://beth.typepad.com/• Social Media Plan Outline:
www.ideaencore.com• www.delicious.com/
coloradononprofithelpdesk • A. Fine Blog• frogloop
4/12/2011 58Front Range Source
THANK YOU!
For questions or more information…
Emily Davis, MNMEDA ConsultingBoulder, CO (303) [email protected]
www.edaconsultingcafe.blogspot.com
http://twitter.com/edaconsulting
www.facebook.com/edaconsulting
http://www.linkedin.com/in/edaconsulting
4/12/2011 59Front Range Source