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Your supporters are the hero of the story. Your job is to call them to adventure and help them on their quest by providing the structure and support they need. Looking at examples and a real world case study, you’ll learn how you can start with story, define success, provide structure and give support to reach more people and raise more money through social fundraising. Slides from Social Media for Nonprofits- Vancouver | June 25, 2013
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SOCIAL FUNDRAISIN
GEMPOWERING
SUPPORTERS TO BECOME HEROES
NEW SCHOOL IS ACTUALLY THE OLDEST OF SCHOOLS.
Art director Alexis Persani. Photographer Leo Caillard.
SOCIAL FUNDRAISING ROADMAP
#1 START WITH STORY
#2 DEFINE SUCCESS
#3 PROVIDE STRUCTURE
#4 GIVE SUPPORT
YOU ARE NOT THE HERO OF
THE STORY.
WHAT IS THE ADVENTURE YOU ARE CALLING YOUR HEROES TO?
• It is bigger than you and your work and taps into things like:– Meaning– Purpose– Community– Connection
WHAT IS THE SPECIAL GIFT THAT YOU POSSESS AND CAN GIVE?
• Is a creative wildcard that could be a:– Platform– Piece of technology– Tool kit they can
build off– Financial match– Other incentive
WHAT ARE YOU LIKE AND HOW DO YOU HELP?
• You have a personality that helps and can be:– Inspiring– Fun– Smart– Encouraging– Rebelious
SOCIAL FUNDRAISING ROADMAP
#1 START WITH STORY
#2 DEFINE SUCCESS
#3 PROVIDE STRUCTURE
#4 GIVE SUPPORT
#2 DEFINE SUCCESS
• 1 Goal• 1 – 3 Objectives• 1 – 3 metrics or Key Performance
Indicators (KPI)
Art director Alexis Persani. Photographer Leo Caillard.
CHOOSE ONE METRIC THAT MATTERS TO SIMPLIFY AND FOCUS IN ON WHAT IS MOST IMPORTANT.
SOCIAL FUNDRAISING ROADMAP
#1 START WITH STORY
#2 DEFINE SUCCESS
#3 PROVIDE STRUCTURE
#4 GIVE SUPPORT
#3 PROVIDE STRUCTURE
• What do people do?• For how long?• To do what?• How do they do it?
ANCHORFUNDRAISING CAMPGINS TO BE 30 DAYS OR LESS.
Art director Alexis Persani. Photographer Leo Caillard.
#3 PROVIDE STRUCTURE
Social Fundraising Tools• Chimp• FundRazr• Peer Giving Solutions• Artez
Communication Tools• Hootsuite• MailChimp• UnBounce
Measuring Tools• Google Analytics• Hootsuite• KISS Metrics
Art director Alexis Persani. Photographer Leo Caillard.
CHOOSE THE BEST
TOOLS FOR THEM
NOT FOR YOU.
SOCIAL FUNDRAISING ROADMAP
#1 START WITH STORY
#2 DEFINE SUCCESS
#3 PROVIDE STRUCTURE
#4 GIVE SUPPORT
#4 Give Support
200 Visit
20 Sign Up
10 Set Up
5 Do
2 Succeed
1 Superstar
This is the reality so be proactive and:• Use nudges• Give examples• Encourage• Think service• Share their stories• Thank, thank,
thank
FUN TIP
YOUR HEROES HAVE TO SEND EMAILS TO GET
DONATIONS.
DALIT FREEDOM NETWORK”WHAT WILL YOU DO FOR FREEDOM”
CAMPAIGN SOCIAL FUNDRAISING CASE STUDY
START WITH STORY
DEFINE SUCCESS
• One Metric That Matters: # of Donations
• Engagement– 15 Active Fundraisers (5
pre, 10 post)– 100 Email Sign Ups
• Fundraising– 100 Donations– $25,000/$50,000
Raised/Total With Match
• Awareness– 25% Traffic Increase– 2,000 Facebook “Likes”
PROVIDE STRUCTURE
Do something for freedom and every $150 you raise before May 31 will be matched to provide education for 2 Dalit children for another year.
PROVIDE STRUCTURE
• Peer Giving Solutions
• UnBounce• MailChimp • eTapestry • Hootsuite • Google analytics
GIVE SUPPORT
• Community Manager
• Special support email
• Tips and examples• Trigger emails• Shared stories
END RESULT
• Engagement– 11 Active Fundraisers (1
pre, 10 post)– 63 Email Sign Ups
• Fundraising– 124 online donations (59
secured by fundraisers) – $61,000/$111,000
Raised/Total With Match
• Awareness– 120% Traffic Increase– 800 Facebook “Likes”
YOU CANEMPOWER YOUR SUPPORTERS TO
BECOME HEROES.
