Has Social Media Fundraising Finally Arrived?

Has social media fundraising finally arrived?

Nonprofit Webinars August 15, 2011

http://www.flickr.com/photos/51352360@N00/4327438430/

Debra Askanase, MBAFormer executive director, business consultant, program manager, community organizer.

Community Organizer 2.0Strategic social media engagement for nonprofit organizations.

Has social media fundraising finally arrived?


Not…completely.

But SOCIAL has arrived.

ONLINE GIVING has arrived.

And the key to all successful online fundraising…

is ENGAGEMENT

The rise in online giving

Annual US giving: $300 billion

Online US giving: 5% to 7% of $300b

Online giving growth rates 2009 - 2010: + 35% in 2010 (Blackbaud)+ 40% in 2010 (Convio)+ 24% in 2010 (Network for Good)+ 27% in 2010 (FirstGiving peer to peer)

http://www.blackbaud.com/bb/online/fundraising.aspxhttp://philanthropyblog.bwf.com/2011/03/convio-reports-on-growth-of-online.htmlt

http://www.onlinegivingstudy.org/quarterlyindex

http://philanthropyblog.bwf.com/2011/03/convio-reports-on-growth-of-online.htmlt











The future is here, and it’s social


Giving is here, and it’s social


There is nothing social about this button

Donate Button for websites

Pre-2000

Donate using mobile phone/SMS

2005 2009 2011

Donate via social networks

Project-based website donations

Personal Fundraising through donation portals

Generalized online donation portals

Cross-platform donation portability

Abbreviated

History of Online

Donations

✪

Fundraising using social networks

www.NonprofitSocialNetworkSurvey.com

*2011 Nonprofit Social Network Benchmark Report

http://www.onlinegivingstudy.org./quarterlyindex

Japan tsunami and earthquake March 11, 2011

Social giving still growing

Social giving trends

Source: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=4623

Social media fundraising: some working definitions

Leverages the social web: social network sharing

Relies on or lives exclusively inside a social network or social media: entirely utilizes the social web or a social network to raise money

Innately utilizing the platform for donations is as close to a native use as you can find…now

Soci

al M

edia Engage Cre

ates Trust

Mo

ve t

o

Action

Successful socialnetwork fundraising

Designing engagement

-oriented actions

Leveraging the social web: social network sharing

http://www.flickr.com/photos/ansik/4425771596/lightbox/

DONOR WEBSITE

FACEBOOK friends

OTHER SOCIAL

NETWORKS

TWITTER followers

EMAIL

Leveraging the social web

social proof

Fundraisers have to love you enough to share

I’m raising money for cancer research

Check out my donation page

and cool mustache!

Your ‘stacheis going to be scary!

$30,000 raised by engaged followers

There are a lot of online fundraising platforms that leverage social networks

Site powered by CauseVox

Socializing and sharing comments

SXSW4Japan raised $125,683

Social media sharing = donations

http://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends-infographic.htm

Increase donations by 40% by leveraging social media

Tweetathon: •258 people/1,524 tweets with #bluekey• 169% increase in web traffic• led to >50% of key purchases that week

Used with permission from USA for UNHCR

USA for UNHCR #bluekeyTweetathon

http://www.flickr.com/photos/pixelcore/1929817712/sizes/m/in/photostream/

Facebook sharing case study: FirstGivingNov. 8 – Dec. 5

11,233 shares from FG to Facebook via Gigya social sharing tool

55,335 visitors returned as a result of a share= 5:1 ratio of share:returning visitor!

Value of a FirstGivingshare to Facebook?$10.87*Value of a site visitor overall? $4.07

3,416 returning visitors made a donation295 people created fundraising pages

Leveraging social networks is definitely arriving


Online giving is growing

There is a growing online giving culture

Great for leveraging your base, and they will leverage their friends using social media

You need your own social media presence first


Giving thatrelies on or lives exclusively inside the social web

Facebook applications that mimic fundraising appeals

Facebook apps are propagated entirely through Facebook

www.eternalhora.com

Jumo: not very successful

Causes: $35M for 27,000 nonprofits

Causes

Causes

Facebook virtual gifts

Widgets on MySpace

Google donations on YouTube

Giving that lives on a platform is growing


Not growing as quickly

Facebook giving slowly growing

Great to use if you have a large, engaged online fan base within a social platform

What if someone could donate just by innately using social media?


What if you could donate by…


Posting a comment on a blog?

Liking a Facebook comment or tagging an image?

Recommending someone on Linkedin?

This is the future of social media giving

Help Attack

Retweeting to give

*note: Twitpay now also offers “retweet to buy” for commercial transactions, and the sister RT2Give site is closed

Givey.co.uk

Not fundraising, but native social media use

Facebook Credits?

- 30% of any transaction goes to Facebook- Most commonly used to buy games- Has the potential to be used for donations- Now a subsidiary of Facebook payments subsidiary (as of

March 21, 2011)

For more on Facebook Payments: http://venturebeat.com/2011/03/21/facebook-payments/?source=facebook

The Holy Grail: online giving = seamless part of social network conversation

Innately utilizing platforms for giving is completely new


So seamless it could become very big in online giving

User adoption with new giving method a barrier

Experiment! Use this in conjunction with a time-limited campaign. Build in fundraiser education.

Social media fundraising: which is the best fit for you?

Leveragesthe social web: social network sharing. All nonprofits can utilize this type of social media fundraising

Relies on or lives exclusively inside a social network or social media: entirely utilizes the social web or a social network to raise money. Need large number of engaged fans on network

Innately utilizing the platform for donations is as close to a native use as you can find. Experiment! Use during a campaign. Need fans on Facebook and Twitter

Socialize your donate button

Socialize giving from your site and campaign website with social proof and social sharing

Choose the right social media fundraising method based on where your supporters are, and how engaged they are

Have an engaged social media presence organizationally to supercharge fans: it’s all about leveraging fans

Social media fundraising: a few good practices for success

“Social media does not raise money, people

raise money”

-Holly Ross, NTEN Executive Director

http://www.nten.org/blog/2009/07/06/three-lessons-social-media-fundraising

Debra AskanaseEngagement Strategist

[email protected]: @askdebra

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Has Social Media Fundraising Finally Arrived?