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Why nonprofits are using social media to raise money for their cause. Nine successful case studies of how they're fundraising using social networks. What challenges are up ahead for nonprofit organizations trying to get donations through Twitter or Facebook.
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How Nonprofits Drum Up Giving Through Social MediaRaymund Flandez, Staff WriterThe Chronicle of Philanthropy@raymundf23
What I Plan to Talk About
● 9 Case Studies● Successes● Challenges● Next Steps
What I Don’t Plan to Talk About
● Why Your Nonprofit Should Use Social Networks to Raise Money
● Define the Various Social Networks
● Charity: Water
1. Create a mini-campaign on Twitter
Grist● Power Hour campaign‘A mystery donor will give us $1K if 20 ppl donate in 1hr. Any amount!’● Microfundraising trend● Using powerbrokers● Need for huge base
2. Share the love
Minnesota Public Radio● Mobile-friendly donation
page● Ask why they support MPR● Share responses on
Twitter, Facebook● Testimonials get RT’ed,
used in ads
3. Find where your supporters are
NAACP● Going mobile● Sharing viral images● Tailoring messages
through microsites: thisismyvote.org and NAACPconnect.org
4. Target for planned giving
The San Antonio Area Foundation
Richmond Jewish Foundation
● Twitter: free will-preparation workshop
● Twitter: learn re: DAFs
5. Build on your awareness efforts
Human Rights Campaign
● Spur advocacy among charity supporters
● Updating profile photos on Facebook
● Those advocates are better donors since they’ll likely to give again
6. Crank up your base support
Academic Success● Columbia University● Indiana University Alumni
Association● University of
Massachusetts● Skidmore College● Georgetown University
7. Put a human face to your cause
Compassion International
● What impact will my contribution have?
● Used Twitter to tell story of a young boy from Burkina Faso
● Raised $23,000 to fly the boy to India for heart surgery
8. Use short videos effectively
Broadway Cares/Equity Fights Aids
● Used Instagram video in year-end fundraising appeal
● Enlisted Broadway actors to help spread word among fans
9. Be creative with what you’ve got
Urban Ministries of Durham
● History of interactive: PlaySpent.org; NamesforChange.org
● Worked with pro-bono agency
● $30 teddy bear; $1,750 walk-in freezer
Successes● Those orgs that use social
networks to connect with supporters regularly: up 40%
● Engage supporters on social media with 50% that’s not your content
● Discover more about your donors, esp. major ones
Challenges
● Predicting where your supporters are heading next
● Budgeting for resources
● Tracking your fundraising results
Next steps
● Keep an eye on Facebook’s Donate button
● Don’t underestimate power of nostalgia to connect with donors
● Use Instagram to promote your campaign
Thank YouContact info: [email protected] @raymundf23