Winter Institute for Chief Development Officers
Fundraising and the New Economic Reality: Social Media Rises to the Challenge
Anthony D. [email protected]
February 24, 2010
What is social media?
Participation in honest conversation
NOTprepared
statements
The Power of OneTraditional marketing
Input
Outcome
Social media
Input
Outcome
5
Obama Campaign Stats
University Brown Univ.
CaltechGeorge Wash. Univ.
Harvard Univ.
Univ. of CA
Irvine
Univ. of Illinois
Univ. of Iowa
Univ. of Texas Dallas
Univ. of Wash
Location RI CA DC MA CA IL IA TX WA
Campaign / Development / Foundation / Alumni
Camp Alum
Devel Alum
Devel Alum
Alum/ Devel
Camp Alum
Camp Alum
Found Alum
Alum Found Alum
Email / Newsletter A A X A A
Multimedia / Podcast X X X X X A
News Feed / RSS X A A X X X A A
Photos X A
Widget X
Blog A
Facebook X A S A A A X A X X A A A
Flickr A A A X A
LinkedIn Profile A A A A A A A A
Links to Social Media (easily located)
X A A X X X A
Social Bookmarking / Sharing X A X X A X A
Twitter A A A A X A X X A
YouTube Channel A X
Meta Keywords / Description A X A X
Social Media Best Practices
WEB SITE FEATURES
SOCIAL MEDIA ACTIVITY
SEARCH ENGINE OPTIMIZATION
X = Foundation/Development/Giving; A = Alumni; S = Sports Foundation
Shaping the Future fundraising campaign Web page
This campaign Web page shares a YouTube video
Alumni relations Web page
This alumni relations Web page
provides links to LinkedIn,
Facebook and the e-newsletter.
Foundation social media Web page
Links to social media
sites are clearly
displayed on this Web page.
Fundraising and social media links
Harvard has made it easy to give to the preferred school and also contact alumni and social media.
Facebook has many useful tools to use
Share photos, stories and link often. Work to
increase fans and keep content fresh.
Facebook allows information and links
The Facebook Info section can be filled with lots of useful information and links…. use it to tell your story.
Keep it fresh and be active on Twitter
Follow people, tweet often and share useful information in the Bio section.
Twitter encourages engagement
Tweet often and share links.
Share videos on YouTube.You can post an unlimited amount of videos viewable to not only subscribers, but also anyone who searches for them in YouTube.
Videos on YouTube
Create a YouTube channel to share videos.
UC Irvine Foundation YouTube channel
Participate… and grow – using LinkedIn
An official LinkedIn page provides basic information to the public and creates an entire network of employees and supporters to connect with.
Brown Alumni promotes LinkedIn on their Web site.
University of Washington alumni has almost 10,800 members and is promoted on the university alumni Web site.
University alumni provide an important resource
Flickr provides access to photos
Flickr provides a place for photo sharing and is another way to engage.
Photos can also be shared on the Web site
Planned giving podcasts are useful tools
Podcasts can be downloaded to iTunes
Blogs can be very useful. Only the University of Iowa Alumni is using one and not for fundraising.
Alumni blog on the Web site
These tools are easy to use and easy to share.
Newsfeeds, social sharing and e-newsletters
Widgets can be used to share news
Widgets can be placed on iGoogle, blogs and social media sites such as Facebook.
Keys to success
• Get the message out• Keep the message fresh• Stick to the story• Track and stay in touch with the interested
visitor• Develop a worthwhile engaging relationship
with those who can support you.
Have clear objectives for your campaign
• Mission • Key Objective - To raise funds for …• Key Objective - To engage the wider community to raise
money and get other people to …
Allow people to engage at all levels
• Different levels of engagement
• Opportunities for most casual supports to stay involved
• Drive up commitment by offering more value
Identify and empower super users - manage the community
• Identify connectors early• Empower committed advocates• Give super users tools to activate
others - Social and fundraising groups, local event organizing
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Fish where the fish are
• Go where the people are• Objective to make sure that each
supporter online regardless of where they are, has a connection with your University.
• Use other social spaces to drive conversation back to your community site.
People like doing business with people they know …
… and love doing business with people they trust.
Edelman Trust Barometer
University Fundraising Web Sites
Brown Universityhttp://annualfund.brown.edu/http://alumni.brown.edu/
California Institute of Technology http://giving.caltech.edu/http://alumni.caltech.edu/
George Washington Universityhttp://www.gwu.edu/givehttp://alumni.gwu.edu/
Harvard Universityhttp://www.alumni.harvard.edu/
University of California Irvine http://www.ucifuture.com/http://www.uadv.uci.edu/
University of Iowa http://www.uifoundation.org/http://www.iowalum.com/
University of Illinois http://www.uif.uillinois.edu/http://www.uiaa.org/
University of Texas at Dallashttp://www.utdallas.edu/development/http://alumni.utdallas.edu/
University of Washingtonhttp://www.uwfoundation.org/http://www.washington.edu/alumni/
Thank You!How to get in touch:Anthony D Owens, Senior Strategic [email protected]