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This presentation contains three PowerPoint slide presentations by Kristen Schultz-Jaarda of Crescendo Interactive, Inc. (crescendointeractive.com/); Holly Ross (formerly of NTEN, but now with Drupal Association (association.drupal.org), and me (carolynmappletoninc.wordpress.com/). Our workshop occurred during the CharityChannel Summit 2011 (Bally's-Las Vegas), a conference held in tandem with GPA: Grant Professionals Association (October 7, 2011). For more information: [email protected].
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Major Gift Fundraising and Social Media
Is Social Media Just for
Young People?
NO
A major gift donor of
>$1,000,000 to past nonprofit
projects suggested I join
I reluctantly did so - but
then, this led me to ask why
donors would use Facebook
and other forms of
social media?
“I’m keeping up with all
my friends and family
on Facebook. There
are so many of them,
and Facebook helps
me keep track of
everyone and what
they are doing.”
Gadgets
If you own one of these,
you probably own some of
these ….
The Social Habit
Edison Research and Arbitron
19th Edison/Arbitron Internet and
Multimedia Research Series (2011)
52% of Americans have
a social network profile
46 million check their social media sites/services daily
56% social media users own smartphones, and 64% have
used them to update social networks
80% of social media users are on Facebook
Pew Internet &
American Life Project
Trend Data:
Demographics of Internet Users
December, 2010
Ages 65 and older = fastest growing Facebook user group
Ages 55 and older = next fastest
Who’s Online
Ages 50-64 : 76%
Income: $75,000+
Ethnicity: White (80%), Black (69%), Hispanic (66%)
Sex: Men (78%), Women (76%)
Major Gifts
Given by corporations,
foundations and
people of all ages,
but keep in mind ….
80% of all donations
are made by individuals
“Boomer” generation
(born 1946-1964 ~ ages 47 to 65)
and older have greater capacity to make major gifts
(their children are grown, careers are established,
they have saved and invested)
Can You Raise
Millions on Facebook?
More properly, can Facebook
help you raise millions
through many small donations - yes!
“Do not attempt this at home”
Consult a knowledgeable professional or firm
and sign-up for “crowdfunding” training
Remember, those wildly successful disaster relief
efforts garner “free” television, radio, Internet, and social media
news coverage your cause may not attract
Your Work and Experiences Count
Intermediate and advanced
fundraising professionals …
Donors remember you and your nonprofit, and they may wish to keep up with your work
You count!
Donors are using social media to conduct research about current trends and issues, just as they have traditionally used the Internet
A Fundraiser’s Use of
Social Media
Carolyn’s Facebook Friends:
Individual donors
Children of donors
Foundation executives
Foundation trustees
Corporate executives and nonprofit executives
Professional advisors
Media and public relations professionals
Politicians
My own family and friends
Hidden “friends of friends”
Who are “Friends of
Friends”?
Sometimes donors/influencers
wish to be hidden from view
They may have security issues,
yet still want to check-in on
you
Make sure you allow “friends of
friends” to see your Facebook
page
Maintaining Attention
More nonprofits are
requesting donations
Competition is growing
and donors cannot meet
all demands
Gain and maintain
attention – use social
media as part of your
communications strategy
Making Life Easier for Donors
Social media allows for quick
access to information, but also information access at their convenience
When more detailed information is needed, link to “document drop” services
Social media allows donors to review information online, rather than physically carrying the the necessary (but cumbersome) documentation we provide to substantiate our requests
“Quasi” Personal Page of a
Fundraising Professional
Tone – some personal information is
included, but more often, general
information of interest to many
General Wall Posts – upcoming
events, nonprofits and campaigns to
watch, issues of concern, exciting
news, occasional humor … but
nothing too risque (yet not boring)
Photo Essays – posting of
event/activity photo albums, with
commentary
Personal Page of a
Fundraising Professional
“Real Lessons of the NPR Scandal”
Ronald J. Schiller, The Chronicle of
Philanthropy (June 9, 2011)
“Donors want to talk to real people”
Some nonprofits – including arts organizations I’ve worked with – have discovered this is often true
While generally you should “play it safe,” don’t be afraid to be a “real person”
Educate and Support with “Apps”
Causes – support the causes of donors – even a small gift shows you
care
I’m Reading – book reviews provide opportunity to share opinions
and information
Questions – what you think matters, and sheds light on your personal
concerns
And more ….
Versus a Formal
Nonprofit Page
Represent your organization and its mission
objectively and professionally
Don’t be too glib - too much posting could lead to “unfriending”
Carefully consider each idea, photo, event, “like,” etc. before posting
People tend to be more forgiving with a personal page versus a professional Facebook page
Major Gift Support
Document posting services allow you to post
slide presentations, newsletters, case
statements, project overviews online
Why Post Fundraising Data Online?
Funding decisions take time; easily accessible, attractive
documents facilitate the process
Empower your donors and volunteers with easy access to
nonprofit information 24-7 and from diverse locations
You can easily “link” to presentations when using
Facebook, Twitter, LinkedIn, e-mail, or other media
(including e-application grant forms)
How Much Campaign Data to Post?
Major gift campaigns - consider when and how much information to provide - timing is essential
Don’t burn out donors and prospects with too much information early-on
Keep in mind the “60% raised” concept, before going public with your major gift effort
Social media and the “public phase” of a major gift campaign – your campaign plan should include social media
Twitter Followers include professional
colleagues, donors, and many I do not know
Conversation tone is professional, informative, yet not devoid of humor
LinkedIn Links with approved donors and
professional colleagues
Conversational tone is professional
WordPress Viewers come from other social
media venues (links)
Sharing professional experiences for general benefit informs readers how I work
Traditional Fundraising
Professionals
~ Sometimes believe social
media is a waste of time,
or a passing fad
~ State they are an “in-person”
relationship-builder, with no
interest in social media
~ Where are they headed?
Dodo (Raphus cucullatus)
Commonly used as the archetype of an extinct species
Social Media Suggestions
Take the time to learn, then plan time to use and manage it
Social media should not consume you, but don’t fear it
To ignore social media could mean you miss out on
meaningful donor contact and interaction
Social media shows no signs of disappearing (join NTEN)
Learn What Your Donors Prefer
Many of your major donors are using social media
Identify social media venues where they are active
But some will still prefer e-mail, or the good old fax machine
Tailor your communications to fit the prospect
Face-to-Face
Yes, meeting with donors and prospective donors in person increases your chances of securing major gifts
While cultivating relationships in order to reach the point of “asking” - as you attract new prospects to the fold - consider social media!
Be Donor Friendly
To secure significant funding,
fundraisers work to ensure
their nonprofits are responsive
and “donor friendly”
Social media and new
technologies can help
Well-planned communication strategies that include social
media help you get closer to donors, and give them greater
insight into - and appreciation for – you and your nonprofit’s
mission and work.
Thank You!
Carolyn M. Appleton, CFRE
Website: http://home.earthlink.net/~cappleton
LinkedIn: http://www.linkedin.com/in/carolynmappleton
Twitter: http://twitter.com/#!/CAROLYNAPPLETON
WordPress Blog: http://carolynmappleton.wordpress.com/
Photographic Credits
Photographs provided by the following were reproduced in this
PowerPoint presentation:
Ajani Charles (a j a n i photography: digital image solutions)
Iggy Uncensored (online)
Microsoft Office
John Ward Photography
Wikipedia
New Technologies
for Planned Giving
Bequests 70%
Gift Annuities 15%
Trusts/ Life Estates
15%
Average age of first Will is 44
Average age of first Bequest is 49
Average age of bequest donors is 58
79% of Bequest Donors have a
relationship with charity
Bequest Boom!
Boomer Bequest Potential
• 7,000 per day Turn Age 65
• 2011 – 2020: 36 Million Boomers Will Turn Age 65
U.S. Census & U.S. Treasury
Secure Donor Accounts
Update Data as Needed
Planning Resources
Friend Gift Planner
Friend GiftAttorney
Integrating Web Apps
GiftLegacy Portal Page
Crescendo Web Portal
Page
• Click on GiftLegacy
Keep alive and fed
Vary time/length of
posts
Link back to your
website
Promote gift options
and link to apps
Link other accounts
Feature Gift Options
Texas A&M University Foundation
“Friend” Heritage Society
Chapman University - Heritage Society Page
Regular updates build readership
Focus on your mission/cause
Share stories of donors/beneficiaries
Link to Twitter, Facebook & YouTube
Wordpress.com
Blogger.com
Advertise Legacy Society
Tweet regularly
Link to your website
Use for event and
seminar sign-up
Link to other social
media accounts
Market Donor Events
Hebrew Home of Greater Washington
New Technologies for Planned
Giving
Holly Ross
Executive Director, NTEN
facebook.com/nten.org
twitter.com/ntenhross
The Steps:
Step One:
A social media strategy map helps your
organization think through objectives,
audience, content, strategy, tools, and
measurement to support your
organization’s communications and
Internet strategy.
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
• Objectives
• Audience
• Integration
• Tools and Tactics
• Measurement
Objective
•What do you want to accomplish with social media?
•Describe how your social media objective supports or
links to a specific goal from your organization’s strategic
plan
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Organization Goal: Increase online ticket sales
Social Media Goal: Increase online community actions by 25% in one season.
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
• Objectives
• Audience
• Integration
• Tools and Tactics
• Measurement
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
1. Who must you reach with your social
media efforts to meet your objective?
Why this target group?
2. Is this a target group identified in your
organization’s communications plan?
3. What do they know or believe about your
organization or issue? What will resonate
with them?
4. What key points do you want to make
with your audience?
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Step Two:
• Objectives
• Audience
• Integration
• Tools and Tactics
• Measurement
Step Three:
Audience Objective
One Way email
search engine ads
Social Listening
Conversation Connecting
Homebase Web Site
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
• May 2009
• 100 Park Closures
Imminent
• 500 Facebook Fans
• Mostly Direct Mail
Supports
New Strategy:
Reach younger
supporters to prepare
for a ballot initiative to
protect California
parks.
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Recruit 5,000
new Facebook fans in one
month
One Way email
direct mail ads
Social Facebook YouTube
Homebase Web Site
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Ho
me
Ba
se
Web site
redesign to
emphasize:
• Petition
• Donations O
ne
Wa
y
“Urgent
Grams” to:
• High Dollar
Donors
• Other
Members
• Prospects
So
cia
l
Welcome
Page
• Fan Videos
on YouTube
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
• $950,000 Raised
• $300,000 Online
• Tough to track specifically to social media
• 46% of that came from supporters new to CSPF
• Email list size grew in tandem with Facebook Fans,
suggesting that they are highly related
• Ballot initiative campaign is now live
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
• Objectives
• Audience
• Integration
• Tools and Tactics
• Measurement
Tip One:
Tip Three:
Tip Four:
Tip Six:
Tip Seven:
Step Three:
Tip Ten:
• Objectives
• Audience
• Integration
• Tools and Tactics
• Measurement
Tip Ten:
• Allfacebook.com
• John Haydon/Inbound Zombie: The
Complete Facebook Guide For Small
Non-Profits
• BethKanter.org
• Case Foundation: Social Media 101
• Idealware Social Media Decision
Making Guide
Thank You!
Holly Ross
ED / NTEN
Twitter.com/ntenhross
Facebook.com/nten.org