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USING SOCIAL NETWORKS FOR FUNDRAISING
Alissa Crowley, Director of Major Gifts, St. Anthony FoundationDavid Lamb, Senior Consultant, Target Analytics
WHAT ARE SOCIAL NETWORKS?
Users create public profiles Discover others with similar interests or
backgrounds Create an online network of “friends” or
colleagues Web 2.0
SOME DIFFERENCES IN TACTICS
Web 1.0Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Educating
Organization Creates Content
Web 2.0Audience in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the audience / Adding value
Influencing, involving
User created content / Co-creationSource: Slide 10 from "What's Next In Media?" by Neil PerkinObtained from Leveraging Social Media for Fundraising Success by Michael Ameshttp://www.slideshare.net/mikeyames/leveraging-social-media-for-fundraising-success
SOCIAL NETWORK SITES
Most popular Facebook: sharing friends and
profiles MySpace: sharing friends and
profiles – slightly more corporate feel than Facebook
LinkedIn and Plaxo: more professional networking
Twitter: instant messaging Bebo: sharing friends and
profiles Special Purpose
YouTube: video/media sharing Flickr: photo sharing Second Life: 3-D simulated
world similar to the Sim’s.
Philanthropy Specific Sixdegrees.org Change.org YourCause.com BringLight.com FirstGiving.com Yahoo for Good NetworkForGood.org ammado.com zazengo.com Razoo.com socialvibe.com
SOCIAL MEDIA DEMOGRAPHCIS
The fastest growing demographic for most social media is people over 35
DEMOGRAPHIC COMPARISONS
Immigrants and minorities tend to be on MySpace
White middle class people tend to be on Facebook
SOCIAL NETWORKING DEMOGRAPHICS“On a per capita basis, MySpace has 4% more women visiting its site than Facebook. Facebook users tend to be more affluent, with its users skewing towards households earning over $60,000 per year, while MySpace users skew toward lower income levels, with 12% more of its users earning under $60,000 per year. Using the psychographic system Mosaic to track U.S. Internet users, it's clear that there's a class distinction between users of the two social networks. Facebook's most predominant group of visitors in Mosaic is "affluent suburbia," a group that Mosaic describes as "the wealthiest households in the U.S., living in exclusive suburban neighborhoods enjoying the best that life has to offer." The predominant group for MySpace, on the other hand, is "struggling societies," or households that are primarily single parent, single income, raising families on lower incomes and tight budgets. “
Source: www.time.com/time/business/article/0,8599,1675244,00.html 10/24/2007
WHY SHOULD NONPROFITS GET INVOLVED?
People give to people If I’m in your network, and I let you know about the
nonprofit I care about, word can spread like a virus People are more motivated to give if asked by a friend
Qualities of a donor Ability Interest Linkage
Diversify your constituency Engage your constituency Don’t expect to raise a lot of money right away
APPLICATIONS FOR NONPROFITS
Promote specific actions or causes Peer to peer invitations to get involved Click a button to add name to a list of supporters User adds your “badge” or logo to his/her site
Get constituent feedback Blessing and a curse Encourages a personal relationship to the
nonprofit Researching VIPs, major gift prospects, &
others
SPECIAL FACEBOOK FEATURES TO CONSIDER
Groups * Causes - applications that allow Facebook
members to… Create a cause site Invite friends to join the cause Make donations to the cause
Must go to a 501(c)3 org Donations are processed by the application
Fan Pages – like a personal page for an organization
LINKEDIN FEATURES
Lots of professional information – self reported
LinkedIn Groups help constituents connect with each other
Micro-blogging application – “tweets” must be 140 characters or less
Last spring, info about swine flu spread on Twitter faster than the virus itself CDC’s emergency alert service followers
went from a few thousand to over 40,000 Twitter itself is becoming a news channel
Lance Armstrong has 745,656 followers
Unique visitor (000) trend. Source: comScore Media Matrix
Users by age
STORIES FROM THE FIELD
Humane Society of the US Uses MySpace, Facebook Raised $5,000 in 1st 3 months of Facebook
presence via the Causes applet American Cancer Society
Conducted an annual virtual Relay for Life on Second Life since 2004
Raised about $5k in 2004; $38K in 2006; $100K in 2007; over $200,000 in 2008
TWESTIVAL: TWITTER PHILANTHROPY Started when Twitterers in the UK
decided to meet in person in Fall of 2008
Social event tied in with fundraising for a homeless shelter
What if this happened in many cities? 10,000+ people in 202 cities met on
2/12/09 Raised $250,000 for charity:water
12 FOR 12K
12 months 12 charities 1200 people $10/person/
month $12,000/charity
12 FOR 12K
ST. ANTHONY HEALTH FOUNDATION
SIGNS THAT SOCIAL NETWORKING ISN’T FOR YOU
You’re still trying to get a handle on your basic software infrastructure
Your target audiences aren’t using social networking You don’t have time to experiment with something
that might not work You don’t have a high tolerance for things that don’t
always work like they should You aren’t ready to invest in gaining a real
understanding of the medium You want to maintain firm control of your brand and
messageSource: www.fundraising123.org/article/should-your-organization-use-social-networking-sites
HOW TO GET STARTED
Make sure Web 1.0 is working Simple online giving tools Clear, simple, attractive web site
Start small – set simple goals Raise awareness of a particular issue or
cause Increase your constituency size by 10% Engage a younger constituency Raise funds for a hot issue
HOW TO GET STARTED
Assign a champion and give that person the time to interact with the network
Encourage staff members to create profiles and interact with the network
Consider a multi-site strategy Facebook Twitter YouTube Flickr Second Life
HOW TO GET STARTED
Read blogs and twitter feeds from the experts Beth Kanter
Beth’s Blog (http://beth.typepad.com/) @kanter on Twitter
Frank Barry Netwit’s Think Tank (www.netwitsthinktank.com) @franswaa
Brian Solis PR2.0 (www.briansolis.com) @briansolis
Chris Brogan CB (www.chrisbrogan.com) @chrisbrogan
ADVANCED TOPICS
Create a facebook landing page Adds a tab to your page that serves as
your FB home page Gives you more control of the message Examples
American Red Cross The Humane Society of the US
http://www.allfacebook.com/2009/08/how-to-create-a-landing-tab-that-converts-new-visitors-into-fans/
KEYS TO SUCCESS
Be passionate about your mission Keep your site current Change content continuously
Twitter and blog posts Status updates Pictures & videos
Be interactive and responsive Don’t make fundraising the primary focus
Inform Engage Inspire
Focus on issues, not your organization
ADDITIONAL READING
Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust by Chris Brogan and Julien Smith, John Wiley & Sons, 2009
Social Media is about Sociology, Not Technology http://www.briansolis.com/2007/08/social-media-is-about-sociology-not/
