Using Social Media as a Fundraising Tool

/emilydavisconsulting /AskEmilyD Give Where You Live

AS A…

Emily Davis Consulting August 7, 2014

9:00 – 10:30 a.m.

The webinar will start shortly! 800. 891. 8357 Access Code: 8985911 @ColoradoGives

#COGivesDay ColoradoGives.org (720) 898-5900


Colorado Gives Day is… Tuesday, December 9, 2014

24 hours Online through ColoradoGives.org

Profile Deadline: Wed., August 20, 5 pm

New Nonprofits: Submit profile for review

Existing Nonprofits: Submit updates @ColoradoGives



HOST

Featuring

Dana Rinderknecht Director of Online Giving

Community First Foundation

Emily Davis President Emily Davis Consulting

@ColoradoGives #COGivesDay

ColoradoGives.org (720) 898-5900


WHO AM I?

•  Nonprofit professional –  Staff –  Board member –  Volunteer

•  Founder –  YNPN San Diego –  Global Shapers Boulder

Hub –  Women Give San Diego

•  Late adopter •  Translator

•  Fundraising and the Next Generation author

•  21/64 multigenerational family philanthropy consultant

•  BoardSource CGT •  Masters in Nonprofit

Management @ColoradoGives #COGivesDay



TURN ON YOUR TECH

Follow the conversation…

@AskEmilyD

@ColoradoGives #COGivesDay #Socialmedia #fundraising




UNDERSTANDING SOCIAL NETWORKS

“Organizations don’t 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) @ColoradoGives #COGivesDay






WHAT STINKS ABOUT SOCIAL MEDIA?

•  Time investment •  New communication

platform •  Always evolving •  Participation in new

technology •  Transparency •  Loss of control




WHAT ROCKS ABOUT SOCIAL MEDIA

•  Additional tool •  STEWARDSHIP •  Build relationships •  Tell your story

•  Transparency •  Get feedback •  Cost effective &

green •  Quick & easy!




SOCIAL MEDIA LIFECYCLE




TEN TIPS FOR USING SOCIAL

MEDIA




“This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.”

- Ted Hart and Michael Johnston in Fundraising on the Internet




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. Philanthropy’s next generation

7. It ain’t free

8. Not everyone “Diggs” social media

9. Selling social media

10. Have a plan @ColoradoGives #COGivesDay



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




SOCIAL MEDIA IS A PLANT




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




ADD VALUE

•  Position yourself as an expert

•  Why your org? •  What’s your

impact?




TWO – WAY STREET

•  Be ready to respond

•  Don’t wait to comment

•  Offer ideas •  Ask questions

•  Welcome feedback •  Celebrate

successes •  Educate and share

impact




SOCIAL MEDIA POLICIES




NONPROFIT 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




NEW DONORS direct mail, events

ANNUAL DONORS Direct appeals,

volunteer involvement

MAJOR DONORS Personal asks

Committee and board involvement

PLANNED GIFTS Personal asks,

personal involvement, Could be anyone!




SOCIAL MEDIA LADDER OF ENGAGEMENT

Happy bystanders (Listen)

Spreaders (Share)

Clients (Money)

Evangelists (Ask)

Instigators (Create)

*© 2010 Beth Kanter




RELATIONSHIPS DON’T CHANGE

•  Cultivate, steward, & solicit •  Recognize •  Multi-channel communications •  Meet one-on-one •  Develop ambassadors •  Stewardship rather than

solicitation •  Effective database







THE NEXT GENERATION







IT AIN’T 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




NOT EVERYONE “DIGGS” SOCIAL MEDIA




INVESTING IN SOCIAL MEDIA




WHY SOCIAL MEDIA AT ALL?

•  Position as an expert •  Connect & collaborate •  New resources &

ideas •  Outreach & awareness •  Develop brand •  Low cost




WHY #COGIVESDAY?

•  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 •  It’s fun! @ColoradoGives



HAVE A PLAN

Set Purpose(s)

Goals & Objectives

Tools & Strategies

Implementation

Evaluation




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

THE PLANNING PROCESS




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! @ColoradoGives #COGivesDay



#COGIVESDAY – 1 MONTH OUT

•  Increase postings •  Focus on excitement •  Build on importance of the day •  Invite stakeholders to follow &

engage in your social media efforts •  Begin promoting scheduled donations •  Use #COGivesDay hashtag




2 WEEKS OUT

•  Reach out to specific donors •  Increase specific calls to action •  Share the impact and importance of

donations •  Identify matching and challenge

funding opportunities




1 WEEK OUT

•  Encourage pre-scheduled donations •  Provide specific tips for donors to participate in

#COGivesDay •  Remind donors about the details:

–  Date and 24 hour cycle –  Impact

•  Use publicity and previous momentum to drive action

•  Schedule postings to go out on #COGivesDay @ColoradoGives #COGivesDay



CO GIVES DAY

•  Post stories, press releases, videos •  Engage in online dialogue – ask

questions, respond •  Update progress towards your goal •  Acknowledge donors and celebrate

the impact!




FOLLOW UP

•  Debrief your strategy – what worked and what didn’t?

•  Post and share success stories across all stakeholders

•  Share and demonstrate impact •  Acknowledge donations and donors •  Have a plan for stewarding

individuals for the future @ColoradoGives #COGivesDay



5 THINGS TO DO TODAY

① Make a plan ② Watch other orgs ③ Attend trainings &

ask for support ④  Invite

participation ⑤ Support new

ideas @ColoradoGives #COGivesDay



PLEASE DON’T

•  Ignore stakeholder input •  Make it hard to

participate •  Stray from being unique •  Talk all about yourself •  Forget to acknowledge,

connect to impact @ColoradoGives #COGivesDay



ü Social media is as much art as it is science. ü Every org has different experiences. ü We are all learning. ü Social media is always evolving. ü Ten Tips to Using Social Media as a

foundation. ü Listen and learn!







PRINT RESOURCES

•  Fundraising and the Next Generation

•  The Networked Nonprofit •  Measuring the Networked

Nonprofit •  The Complete Facebook

Guide for Small Nonprofits

•  Twitter Jump Start: The Complete Guide for Small Nonprofits




ONLINE RESOURCES

•  Front Range Source

•  Cultivation Center •  Nonprofit

Technology Network (NTEN)

•  Network for Good •  Socialbrite.com •  IdealWare

•  Mashable.com •  Alltop Nonprofit •  Beth’s Blog

(Kanter) •  4Good •  John Haydon •  frogloop




Emily Davis, MNM Emily Davis Consulting

(720) 515-0581 [email protected]

emilydavisconsulting.com emilydavisconsulting.com/blog




Facebook Badge Facebook Cover Photo

FACEBOOK GRAPHICS

Badges are available on the Nonprofit

Toolkit page @ColoradoGives #COGivesDay



REMINDERS

Informational Videos •  Colorado Gives Day: Key Facts •  The Nonprofit Toolkit – Your Marketing Resource •  Marketing: Best Practices •  Incentive Fund & Prizes (Sept.) •  How to Measure Results (Sept.)

Located on Nonprofit Toolkit at ColoradoGivesDay.org

Webinars •  Nurturing Long-Lasting Relationships with Your Donors (recorded) •  Creative Marketing for Colorado Gives Day - September •  Countdown to Colorado Gives Day - October

Registration coming soon in Nonprofit Toolkit or via e-newsletters and Facebook

Visit the Nonprofit Toolkit page for recordings and

registra6on https://

www.coloradogives.org/cogivesday/nonprofitToolkit




READ BLOG

FOR TIPS AND

INSIGHTS




Resources Website ColoradoGivesDay.org Visit Nonprofit Toolkit •  Logos, Key Messages, FAQs, ads, templates, info videos and more!

eNewsletters ColoradoGives eNewsletters Archived on Nonprofit Resource pg

Help Sessions Sign up through Facebook or on Nonprofit Resources Page

Social Media Facebook.com/ColoradoGives.org Twitter.com/ColoradoGives ColoradoGivesblog.blogspot.com

Twitter Hashtag #COGivesDay

Contact Us [email protected] 720.898.5900



Government & Nonprofit

Using Social Media as a Fundraising Tool