1. Crowd Funding and Social Media for Fundraising 501 Tech Club
Chicago 2. WHO IS MICHAEL HOFFMAN? Former senior nonprofit
fundraiser and political consultant Online marketing and
communications specialist Founded See3 Communications to merge
video and the web for richer donor engagement experiences 3. This
presentation is only made possible because of the contributions of
those that think a lot about this subject. In particular, lets
thank: Beth Kanter Lesley Mansford Carie Lewis Carlson Look them up
on Slideshare and Google and see their awesomeness 4. really??? 5.
Direct Mail lands a punch to Social Medias head 6. AWESOME? OR
STINKY? Social Media for Fundraising 7. Why do organizations use
social media? Awareness Customer Service Advocacy Counter negative
stories Understand consumer interest and behavior Stewardship of
existing supporters Fundraising 8. Lets Look at Some Numbers 9.
2012 Nonprofit Social Media Benchmark Report 10. Source:
M&R/NTEN e-benchmark study 285 112 11. Source: Stanford Social
Intervention Review 12. Source: Waggener Edstrom Digital Persuasion
Report 13. What Should You Do? 14. SHARE PAIR 15. Multichannel
Fundraising Peer-to-Peer Crowdsourcing 3 Places Social Media Works
for Fundraising Curation Lead Acquisition 16. Multichannel
Fundraising 17. I just got a keychain and address labels in the
mail from you guys. Now that I see you posting on Facebook and know
you're legit, I'll be sending a donation. Thanks for the work you
do. Posted to Humane Society of the United States (HSUS) Facebook
Page wall, January 2010 18. Humane Society of US 2.3 million
Facebook fans 329,000 Twitter followers 103% growth rate on
Facebook from 2012 to 2013, 73% growth from 2013-2015 93% growth
rate on Twitter from 2012 to 2013, 61% growth rate from 2013 to
2015 $1 million raised on Facebook (lifetime at the middle of 2013)
$200,000 raised per year on Facebook 300,000 actions per year taken
on Facebook 19. A donor is a donor Start considering social media
follows like they are supporters social CRM / moves management
Consider match/append and other efforts to combine social media and
email data to get a better picture of who they are Build your
efforts reasonably, dont over-invest and expect high direct returns
Ideal situation: Move online donors to offline they will give more,
higher lifetime value 20. Why Crowdfunding? 21. Just Do It Fail
Fast, Fail Forward How to Launch 22. Pick a Well-Defined Goal &
Deadline How to Launch Beth Kanter Fundraiser to honor her father
who passed away, supporting Surf Rider Foundation $5000 Goal 2
Weeks to raise the money Promoted through social media 23. Start
End Your fundraiser should look like this promote promote Deadline
panic. Promote! promote promote Not like this Fundraiser = Campaign
Start End How to Launch 24. Tell Your Story and Be Creative How to
Launch 25. How to Launch Pick a Platform Upload Content 26. Images
are Powerful How to Launch 27. Fundraisers with videos typically
earn 4X more! Videos Even More So How to Launch 28. Website Widget
Social Media Press Releases Promote Your Fundraiser How to Launch
29. Build momentum, then branch out Staff Board of Directors Key
Influencers Donors Your Social Network Volunteers Friends Start
With Your Inner Circle How to Launch 30. Ask Clearly Tie to Direct
Impact $10 provides 500 liters of clean drinking water to refugees
in Somalia. Dont Be Afraid to Ask How to Launch 31. Using Social
Media 32. Editorial Calendar Facebook < 3 / Day Twitter 1++ /
Day P2P Asks Are Key Seed the Tip Jar Using Social Media Plan for
Success 33. Mornings: 8 9AM Lunch: 12 1PM End of Day: 4:30 6PM
Nights: 9:30 11PM Weekends vs. Wednesdays! Active Social Media
Times Using Social Media 34. ? Vs. . Media: Photos, Vids Tag
Everyone! Emoticons Rock! :) Respond, Recognize & Retweet ROI =
Realization of Influence Using Social Media 35. = $10- $18 Share
& Ask for Shares Using Social Media 36. The Ask: 5 Minutes/Week
Form a Social Media Marketing Committee Using Social Media 37.
CELEBRATE! Thank Your Donors 38. Announce when milestones are met
Send thank you notes Show donors their impact Thank Your Donors
Stay In Touch 39. Beth Kanter Results $5563 10% over goal in 2
weeks 128 donors with 45% at suggested giving level of $25 43% gave
more than suggested level, 12% less 92% of people had STRONG ties
to Beth, almost none knew her father 85% of donations converted
through Facebook Thanking donors individually triggered new
donations 95% of donations through Razoo site, 5% mobile 40. Beths
Lessons Learned Set a realistic goal Dont set minimum gift levels
too low! Use Social Proofing to get more donors Offer many ways to
participate this is a non- linear supporter journey. Sharing story,
donating, participating in event. Not a simple funnel in the age of
control and info overload Find the influencers Use promoted posts
strategically Honor your networks creativity 41. CONTENT CURATION
is the process of sorting through the vast amounts of content on
the web and presenting it in a meaningful and organized way around
a specific theme. 42. Can you do this? 43. Take that Direct Mail!
44. E M A I L : M I C H A E L @ S E E 3 . C O M @ M I C H A E L _ H
O F F M A N THANK YOU!!! S E E 3 . C O M
