The use of social media as a communications and fundraising tool is becoming essential for charitable organizations, but does your nonprofit have a clear strategy for how social media can be used to raise funds? Learning ways to leverage social media for your cultivation and stewardship strategies will benefit the fundraising efforts in your organization. In this training we will: • Investigate strategies for your organization to raise money online. • Learn how to steward current donors through social media channels. • Identify and engage online organizational ambassadors who can connect your cause to new supporters.
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1. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy AS A Emily Davis, MNM Emily Davis
Consulting September 11, 2014 10:00 11:00 a.m.
2. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy TURN ON YOUR TECH
3. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy A LITTLE ABOUT ME
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#socialmedia #philanthropy A LITTLE ABOUT YOU 30 seconds or less
Name & Title 1 Question for Today 1 Social Media Buzz Word
5. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy UNDERSTANDING SOCIAL NETWORKS
Organizations dont 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. (Fine and
Kanter, 2010)
7. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy WHAT STINKS ABOUT SOCIAL MEDIA?
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#socialmedia #philanthropy WHAT ROCKS ABOUT SOCIAL MEDIA
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#socialmedia #philanthropy SOCIAL MEDIA LIFECYCLE
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#socialmedia #philanthropy CHARACTERISTICS AREAS OF IMPROVEMENT
FIRST STEPS Not using social media consistently Resistant to change
Struggle with control Need basic marketing plan (i.e. branding,
print materials, online outreach, etc.) Leadership-driven change in
culture to adopt online engagement 1. Develop communications
strategy (audience, goals & objectives, etc.) 2. Listen &
develop online presences 3. Leadership initiated discussion about
engagement * The Networked Nonprofit, 2010
11. CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS Using 1 or
more /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy social media platforms, but not
consistently Online presence connected to marketing goals Learn
& use best practices Focus on 1 2 social media platforms Need
to link to campaign, program(s), objective(s) Need to link goals,
objectives, and activities Need to identify audiences Collect data
for measurement 1. Low-risk pilot program to demonstrate ROI 2.
Build implementation capacity internally 3. Create/revise social
media policy 4. Integrate and document measurement data * The
Networked Nonprofit, 2010
12. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy CHARACTERISTICS AREAS OF IMPROVEMENT
FIRST STEPS Strategic use of multiple social media tools Part time
or full time staff for digital communications Board using social
media in governance Social media usage integrated throughout org
Has developed relationships & technology integration Need more
sophisticated measurement tools Find ways to increase involvement
from staff across the organization 1. Social media staff trains
& coaches other org staff 2. Research more sophisticated
measurement data, tools, and processes 3. Evaluate, revise
strategies 4. Share success stories with other orgs * The Networked
Nonprofit, 2010
13. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy CHARACTERISTICS Embracing culture of
learning Use social media data to help the leadership guide
decisions Demonstrate clear and compelling results Networked with
other organizations showing similar success Internalized social
media communication best practices including: o Strategy o
Implementation o Integration o Evaluation * The Networked
Nonprofit, 2010
14. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy 10 TIPS FOR USING SOCIAL MEDIA* 1.
Social media is A tool not THE tool 2. Social media is a plant 3.
Add value 4. Two way street 5. Prospecting, cultivation,
stewardship 6. Philanthropys next generation 7. It aint free 8. Not
everyone Diggs social media 9. Selling social media 10. Have a plan
*Fundraising and the Next Generation, 2012
15. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy COMMUNICATIONS EVOLUTION Traditionalists
Postal Mail Phone calls Boomers Television Facebook Email
Generation X Websites E-newsletters Email Millenials (Gen Y) Social
Media Websites Mobile Generation Z ??? Adapt or die! Every
generation teaches us new technology
16. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy 2. WHAT SEEDS HAVE YOU PLANTED?
Up-to-date database Specific, targeted outreach Phone calls In
person meetings Website E-newsletter Social media postings Matching
gifts Challenge grants Policies
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#socialmedia #philanthropy 3. ADD VALUE Position yourself as an
expert Why your org? Whats your impact?
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#socialmedia #philanthropy 4. TWO WAY STREET Be ready to respond
Dont wait to comment Offer ideas Ask questions Welcome feedback
Celebrate successes Educate and share impact
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#socialmedia #philanthropy SOCIAL MEDIA POLICIES
22. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy FUNDRAISING PROCESS NEW DONORS direct
mail, events ANNUAL DONORS Direct appeals, volunteer involvement
MAJOR DONORS Personal asks Committee & board involvement
PLANNED GIFTS Personal asks, personal involvement, Could be
anyone!
23. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy 5. LADDER OF ENGAGEMENT Awareness about
service or giving Interest in learning about service or giving
Desire to buy service from org or donate Action when service
purchased or donation is made * 2010 Beth Kanter
29. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy IT AINT 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
30. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy NOT EVERYONE DIGGS SOCIAL MEDIA
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#socialmedia #philanthropy INVESTING IN SOCIAL MEDIA
32. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy HAVE A PLAN Set Purpose(s) Goals &
Objectives Tools & Strategies Implementation Evaluation
33. THE PLANNING PROCESS /emilydavisconsulting /AskEmilyD
#nptech #nonprofit #socialmedia #philanthropy Discovery
Environmental scan Strategy sessions Target audiences Channel
identification Topic areas Documentation Best practices Start small
& slow Calendar dashboard Measurement strategies Implementation
Staff Brand identity Content per channel Collaboration
Personal/professional boundaries Adjust as needed
34. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy WHY AN ANNUAL ONLINE CAMPAIGN
Opportunity for pilot campaign Longitudinal data across years
Motivation for sharing stories online Cross-organizational
participation Great for new donors and annual givers Increase
awareness & branding Galvanize volunteers Its fun!
35. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy PLATFORMS & STRATEGIES Facebook Page
Blog, Twitter YouTube LinkedIn Group, Company, Profiles Pinterest
Other? Matching opportunities Challenge grants Connect to specific
programs Demonstrate impact Be ready to steward!
36. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy 5 THINGS TO DO TODAY Make a plan Watch
other orgs Attend trainings & ask for support Invite
participation Support new ideas
37. /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy PLEASE DONT Ignore stakeholder input
Make it hard to participate Stray from being unique Talk all about
yourself Forget to acknowledge, connect to impact
38. Social media is as much art as it is science. Every org has
different experiences. We are all learning. Social media is always
evolving. Ten Tips to Using Social Media as a foundation. Listen
and learn! /emilydavisconsulting /AskEmilyD #nptech #nonprofit
#socialmedia #philanthropy