Improving online fundraising potential with social media

Improving Online Fundraising Potential with Social Media and other things

In association with

Social Media

Every month 1.4 billion people use Facebook worldwide.

More than 20 million people in the UK check Facebook every single day.

There are 500 million tweets per day.

Reference: http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/

In 2013 2.4 billion was donated online

& via mobile in the UK alone

SO what…

This means a quarter of all philanthropic

donations made in the UK came directly

from websites, social media and apps.

Shaping your social media strategy

Choosing the right social channels for you

● Social for socials sake

● Where do you best spend your time to make the biggest difference

● Consider your target audience

● The Classic Charity Challenges

○ Lack of Time and Budget

○ Bigger charities with bigger budgets and more volunteers

● It’s better to nail one platform than spreading yourself too thin

Which Social channels are Charities using?

Reference: http://www.theguardian.com/voluntary-sector-network/2014/nov/24/how-to-achieve-fundraising-success-on-social-media

● In 2014, 250 charities were surveyed and asked about their digital footprints

● Facebook and Twitter reign supreme

● Linkedin - Perhaps being used to help with Fundraising / Corporate sponsor bids?

Social media is not just the digital version of a charity bucket

The trick is to embed social media throughout the entire

fundraising process…

That way you are more likely to turn cause-driven interest

into action and ultimately donations...

Understanding the fundraising process

● Identifying existing and potential new donors or doers

● Engage and communicate with the target audience

● Nurture those relationships (not everyone is going to give instantly)

● Making the ‘Ask’.,.for the money! SHOW ME THE MONEY

● Receiving the donations / funds raised / Securing volunteers

● Saying thanks - acknowledgment

● Repeat donations, monthly standing orders & recommending friends

The Online Fundraising Matrix

Identify

Nurture

Encourage

Acknowledge

Identifying Donors and Doers

● First up who is it you’re looking for? Donors or Doers or Both

● Look for ‘interest indicators’

○ A great way to identify like-minded people is to find those who use hashtags

related to your cause or organisation

○ Search your charity name and follow people who are talking about your

charity

○ Use promoted posts to reach people who / tweets to reach people who are

already friends of your followers

Nurturing your followers

Acquiring new donors costs you more than converting and retaining a one-off donor

● Regular giving comes from building strong relationships

● Spend time getting to know your audience

● Build reciprocal relations - this is key!

○ Ask them questions

○ Listen to what they have to say

○ Respond to comments / opinions in a positive way

Tips for creating content for social

● Every post doesn’t have to be a Shakespearean masterpiece

● It needs to be reflective of what you’re trying to achieve

● Pictures can sometimes say a thousand words

● 80:20 Rule

● You can use the same story more than once…

○ Repurpose content

○ 1 Story : Multiple tweets worded differently

○ Don’t forget you can tweet anytime of the day

Content PlannerMedium Mar Apr May June July

Blogs

Engaging B2B Buyers through Enlightened

Communications

Email Marketing - not gone and certainly not

forgotten!

Big Data - A Solution Looking for a Problem -

Vid & Post

Encouraging buyers to engage through deep

website personalisation

Business Psychographics for Competitive

Advantage

The importance of a Single Customer View

Which data sources give insight the greatest

liftThe Rise of Direct Mail Phone Gatekeepers

Data - you're doing it wrong - Simon.O

Twitter

5 DM related tweets p/w 5 DM related tweets p/w 5 DM related tweets p/w 5 DM related tweets p/w

5 PR related tweets p/w 5 PR related tweets p/w 5 PR related tweets p/w 5 PR related tweets p/w

5 Design / Dev related tweets p/w




Linkedin Create showcase page for luma

Creative pole: ROI Battles Twitter V FB

Facebook Showcase page for Enlightened Comms

Creative pole: What problems do you have

with your data?

Events

Social Media Guidelines

● With charities relying on volunteers or limited in house resource,

social media guidelines are fundamental. They provide a guide for all

involved as to ‘how to do social’ for your charity. Strong guidelines

will:

○ Maximise social media performance

○ Reduce the risk of damaging posts

○ Establish brand voice

○ Determine appropriate content and customer service responses

○ Provide technical guidance e.g. how you shorten links, image

sizes, URL tracking and so on

Encouraging them to donate and support

● This is where you are ‘Making The Ask’

○ Don’t forget the ‘Ask’ can be Donor or Doer Driven

○ Perhaps you’re looking for volunteers for your next event

● Use a strong and emotive message when asking for money & support

● Have a clear call to action

● Make donating online or via mobile quick and easy

● Take a good look at your donation funnel

● JustTextGiving

Stubbington Ark - 4 Step Donation

Reference: http://www.theguardian.com/voluntary-sector-network/2014/nov/24/how-to-achieve-fundraising-success-on-social-media

Stubbington Ark - default monthly payment

Straight over to PayPal for log in

Charity: Water

Charity: Water - Giving Donors clear options

Making donations easy with JustTextGiving

● 90% of donations to #IceBucketChallenge fundraising pages came in via

text

● 49 million potential donors in Great Britain

● You set the recommended amount

● Texting has a natural fit with social media

● it’s simple, speedy and easy

● Small donations mount up very quickly

What about the relationship after the text?

● Users receive a thank you text

● Charity receives data of the donor

● Donors have the opportunity to opt in to further communications

● Charities who are members of JustGiving can access these opt in email

addresses

● Charities can then build on that initial donation via:

○ Email marketing

○ Promoted tweets

Acknowledgment & Saying Thanks

● The art for saying thanks to supporters and donors

● Social media allows you to say thanks publically

● What about optimising the last step of the signup process to encourage social

sharing (everyone loves their ego massaged)

Some Thank You page tips!

● Personalise the thank you page with a name

● Include a call to action to next years event - thanking one person could

inspire others to take part

Measuring Traffic - Google Analytics

● A free piece of software offered by Google to track your website traffic

● Goldmine of information including visitor demographics

● Easy to install on most websites

GA - Social Referrer Traffic

● Track website users generated via social media

● Track the number of online donations generated via social media

● Track specifically which tweets or posts have generated website traffic

Marketing tactics, real life campaign examples

& tracking the success of your campaigns

Reference: https://followerwonk.com/

Understanding your twitter followers

Understanding your twitter followers

● You can also use this to analyse similar charities and their followers!

● This particular report was pretty big...So I had to log in!



Most active hours of Mayflowers followers

Most active hours for Mayflower


Dogs Trust - Facebook

● Donation via Text option

● Using a donation tab

● JustGiving donation integration

Reference: https://www.facebook.com/DogsTrust/app_263679567010608

If you like the page, Facebook then shows you related charities...

Oxfam - Great Twitter Content

● Strong imagery that combines text

- using images gives your tweet

more real-estate on the feed

● Not overdoing it with the HashTags

- very clean tweets that are much

easier to read

● Very clear call to action ‘Take it of

leave it’

Reference: https://www.facebook.com/oxfamGB

Pablo - Create great images for your posts

Reference: https://buffer.com/pablo

● You don’t need to be a graphic designer to produce compelling images

for your posts

Twitter Tips, Tricks & Tactics

Twitter Lists

● Public or private lists of people you want

to monitor or engage with

● Great way to engage your supporters,

ambassadors and volunteers

● People added to a list are notified they

have been added - Kudos!

● Great to find similar charities / recruit

potential volunteers

● You can do a promoted tweets campaign

to list members

● You can direct message them all at once

too!

Reference: https://business.twitter.com/help/what-are-promoted-tweets

Promoted Tweets


● Ordinary tweets purchased by

advertisers who want to reach a wider

group of users or to spark engagement

from their existing followers

● A crazy amount of targeting option

● You have full control over how much you

spend

● You can measure the success and ROI

Twitter Targeting Options - Brace Yourself

● Location

● Gender

● Language

● Device

● Mobile carrier

● Keywords someone uses

● People who follow a particular account

○ For example target people who also follow @AgeUKSoton

● Interests

● Previous website visitors

● Your own list of Emails or Twitter ID’s


Charity: Water - Twitter Account


Facebook Tips, Tricks & Tactics

Reference: http://www.underconsideration.com/brandnew/archives/facebooks_radically_new_f_logo.php#.VaUvBPlVhBc

Facebook Tips

References: https://fbcdn-dragon-a.akamaihd.net/hphotos-ak-prn1/851575_513742965356044_523038850_n.pdfhttps://www.facebook.com/help/268680253165747?sr=3&query=insights&sid=2uCAHzcg2y5fwX13Y

● If you haven’t already, set up a Facebook page for your charity

● Facebook supports HashTags - BUT don’t overdo them

● Share rich content ‘Video, Links & Pics..Not just text based posts!

● Use Facebook page insights..Available once your page has 30 likes

● Make use of the JustGiving Facebook donation integration

● Make friends with other similar Charities and other businesses

● If you have budget...Give Facebook sponsored posts a go!

https://fbcdn-dragon-a.akamaihd.net/hphotos-ak-prn1/851575_513742965356044_523038850_n.pdf

Charity Water: Facebook Campaign #748Million

● Use of Hashtags in the post

● Subtle call to action that isn’t a blatant plug

● Good imagery...the Charity are showing

potential Donors how they can make a

difference

● ‘Get Started’ rather than DONATE NOW!

Things to avoid when using social media

● Not having a plan. Buck the trend and set some really clear and measurable

aims for you social campaigns. This will give you something to measure

success against

● Don’t try to active on every possible platform..Start with one and go from

there

● Not posting..Ever!

● Not replying to comments and messages

Email Marketing

● Powerful platform for reaching all of your supporters in one go, instantly!

● Lots of providers out there that let you send emails to up to 6,000

subscribers (MailChimp, Campaign Monitor)

● However! Using this medium in conjunction with your social efforts can

yield some pretty good results!

Email Progress Updates

● Connecting up the donation and effect

● Supports can clearly see where there money is being spent

● It’s mobile responsive - don’t do email if it looks rubbish on mobile devices...unless your Analytics says otherwise

● Users are taken on a journey and are being part of the story as it unfolds

References: http://blog.hubspot.com/marketing/email-marketing-examples-list

Unicef Tap Project - ‘Social Gamification’

Reference:

Unicef Tap Project - The signup process

Unicef Tap Project - Ready, Steady, Go!

Unicef Tap Project - The Ask

Tracking the success of posts & content

Twitter Analytics

Facebook Insights

References: http://gaconfig.com/google-analytics-url-builder/

Tracking the success of post / piece of content● When you provide a link for people to click

within a post or tweet

● You create a unique URL that has it’s own

unique ID

● The traffic that gets generated by a tweet or

post can then be fully tracked in Google

Analytics

What you see in Google Analytics

Google Adwords

Google offers nonprofits $10,000 a month

in ‘in-kind’ Adwords spend

Google Adwords Grants

Thank You

Any Questions?