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Social media can be used to help meet fundraising goals. It's important to understand available tools and how they fit into your current fundraising strategy.
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Social Media for Fundraising Professionals
Association of Fundraising Professionals
June 18, 2009
Panelists• Taryn Coles
Director of Development-Northwest, Marquette University
• Bill FinnPresident, Finn Digital
• Patrick PriceDirector of Philanthropy,Milwaukee LGBT Community Center
• Amalia Schoone, CFREPresident, In Progress Consulting
The Donor Pyramid: Fundraising Strategies
Source: The Center on Philanthropy at Indiana University
Ladder of Effectiveness1. Personal: face-to-face
1. Team of two2. One person
2. Personal letter (on personal stationery)1. With telephone follow-up2. Without telephone follow-up
3. Personal telephone1. With letter followup2. Without letter follow-up
4. Personalized letter/Internet5. Telephone soliciation/phonathon6. Impersonal letter/direct mail/Internet7. Impersonal telephone/telemarketing8. Fundraising benefit/special event9. Door-to-door10.Media/advertising/Internet
Source: The Center on Philanthropy at Indiana University
Your Questions (Summary)• What is social media’s role in fundraising?• How does it work?
– Accepted conventions, tools• How can I be more effective?• Success cases• How do I blend personal and professional presences?• How do I measure?• What is the ROI?• Follow me, but don’t be a stranger
Getting a Better Understanding
“Kutcher had challenged CNN to the Twitter race, saying he would donate 10,000 mosquito bed nets to charity for World Malaria Day in late April if he beat CNN, and 1,000 if he lost. CNN agreed to do the same.”
Online Reputation– Public perception – Your reputation, online– When the audience searches
for you– When you need to research
the audience– Fishing where the fish are– Beginning a strategy
Strategy vs. TacticsWhat is it? How do I use it for my company? How often should I use it? Who should use it? Useful References
LinkedInLinkedIn is a business oriented professional social networking site.
Interacting with professional business groups,
monitor reputation, connect employees
together, recruiting, and networking with other business professionals in field. Check a minimum two times per week.
Encourage as many employees as possible to
join. It is a positive environment for business development and social interaction among co-
workers. PR/Administration should handle
company's account/group to maintain voice and monitor reputation.
LinkedIn in Plain English:
http://www.youtube.com/watch?v=MXDaywPfRuk
Wikipedia's Definition: http://en.wikipedia.org/wiki/LinkedIn LinkedIn Learning Center: http://learn.linkedin.com/
Facebook is a free-access social networking website where users can join
networks to connect and interact with other
people. People can also add friends and send them messages, and update their
personal profiles to notify friends about
themselves.
Connect with your customers where they
already are. Interact with your most loyal fans and keep them always interested in "What is
coming up." Request feedback or suggestions
through this medium.
Depending on traffic on your Fan Page check from once daily to once every two-three days.
The more you update the more you appear on
your Fans' homepages.
Public Relations/Administration as this is a
promotional tool for products or services.
When there are customer services inquiries/complaints or other issues that may
arise the PR department can forward
information on.
8 Essential Facebook Apps for you Company:
http://mashable.com/2009/05/13/facebook-brand-apps/
5 Elements of a Successful Facebook Fan Page: http://mashable.com/2009/03/30/successful-facebook-fan-
page/
Wikipedia's Definition: http://en.wikipedia.org/wiki/Facebook
About Facebook Fan Pages:
http://www.facebook.com/FacebookPages
Eblast
An Email Blast is an electronic mailing, sent all at once to a large mailing list.
Monthly newsletters to keep customers
updated on the latest and greatest from your product or service.
Depending on how much you need to say: once a week to once a month to bimonthly
This is used as a promotional for new products
or services so Marketing should be
responsible for getting that information out. However, depending on your company other
departments such as HR, Public Relations, or
Advertising might find use in this tool. Further, there are e-mail blast tools on Facebook.
Wiki Answers: http://wiki.answers.com/Q/What_is_an_email_blast
Twitter is a free social networking and micro-blogging service that enables its users
to send and read other users' updates
known as tweets . Tweets are text-based posts of up to 140 characters, displayed on
the user's profile page and delivered to other
users who have subscribed to them (known as followers ).
Update your customers on the newest
information, discounts, or stuff going on behind
the scenes to make your followers feel a part of your community. Offer incentives for
followers. Update with any changes or
additions made to any other sites (Facebook, Blog, Newsletter, Website). Use Twitter as a
boundary spanning tool. Have a constant
Twitter Search for your company and respond to positive/negative feedback. Update at least twice daily.
All departments should use this tool.
However, make sure to remember that the
voice is branded and consistent across all profiles.
Twitter In Plain English:
http://www.youtube.com/watch?v=ddO9idmax0o
Wikipedia's Definition: http://en.wikipedia.org/wiki/Twitter Finding the Right Brand Voice on Twitter:
http://mashable.com/2009/03/09/twitter-brand-voice/
How to Build a Twitter Community: http://mashable.com/2008/11/10/twitter-community/
BlogA blog is a type of website, usually
maintained by an individual with regular entries of commentary, descriptions of
events, or other material such as graphics or
video.
Update customers with more detailed
information. Explain ideas you have thought of
or new services/products you are interested. Blogging gives your brand personality--so if
your brand was a person what would they
read/comment about? What would they be most interested in? Then move on from there.
There is a balance between too much "look at
what is new with my brand" and "look at what is new outside of my brand." Give blog
personality without losing sight of the reason
you are blogging.
Write a new blog a minimum of two to three
times per week.
Public Relations/Administration as this is a
promotional tool for products or services. Only
one person she blog as then it will maintain a consistent voice. Once blog is more
established invite other members of the
company to come up with topics/posts.
Blogs in Plain English:
http://www.youtube.com/watch?v=NN2I1pWXjXI
Wikipedia's Definition: http://en.wikipedia.org/wiki/Blog How to Blog Successfully:
http://howtosplitanatom.com/how-to-hack-your-life/how-to-
blog-successfully/
Website
A website is a collection of related web pages, images, videos or other digital assets
that are addressed with a common domain
name.
A static page for information on company. This is the passport to all the social media
sites, and those social media presences are a
passport back to site. You should update at least once per week.
Administration will update and define
necessary changes. Wikipedia Definition: http://en.wikipedia.org/wiki/Website
Using Tools to Support Strategy
• What is it?• How do I use it for my
organization?• How often should I use it?• Who should use it?• Online references, helpful tips
Facebookhttp://www.facebook.com
Twitterhttp://www.twitter.com
LinkedInhttp://www.linkedin.com
Email Marketing
What kind of fundraisingdo you do?
Typical Case Study– Annual fund drive
• Direct mail, email, personal asks
– Special events• Golf• Run/walk/bike
– Auction events– Volunteer development– Foundation/government grant writing– Planned giving– Community-building/Friend-raising
Milwaukee LGBT Community Center
Case
How to determine if you should use
– Demographic/audience capability– Existing strategies– What points of real-world
community can be translated into online community
– Understand tools in the toolbox– Time management– HR management
Benefits of Using Social Media
– Analytics– Immediate response/verification– Increase community channels– Increase opportunities for growth of
community– Increase visibility opportunities– Ease, affordability of distribution– Rapid two-way communication– Measurement of community (breadth/reach)– Collection/organization of resources
Be prepared– Time commitment– Staff commitment– Volunteer commitment– Frequency commitment– Timeliness commitment
Contact UsPatrick [email protected]
Bill [email protected]/finndigitalLinkedIn.com/in/finndigital finndigital.com
Download helpful documents:http://finndigital.com/afp
Questions– How Facebook pages work
• How LGBT uses their page to raise money• Posting to fans’ walls on facebook
– Twitter Details:• Lexicographic conventions• Third-party apps live twibe, tinyURLs, RT Fridays
– LinkedIn• Find groups of interest• Get messages out on LinkedIn• Get profile 100% complete
– What do you use this stuff for?– How has it been helpful personally and professionally, – Role as fundrasing medium– How do I belnd personal and professional presences?– What is the best use of limited funds for maximum return on
investment?– are there any sort of metrics re: return on investment for social media?
i.e. if my org allocates .25 FTE to manage our online communications, we do ### appeals/year virtually, what is our return on investment?