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Social Media FundraisingEssential elements…and a case study
Presentation to the Israel Venture Network March 8, 2010
About the presenter
Experience: Former executive director, business consultant, fundraiser & more
Bring strategy into social media: Social Strategy Director
BA, Emory UniversityMBA, Bar Ilan University
You have an important cause!
You give people access to health care
You save the earth’s resources
You defend civil rights
Can’t social media help?
http://www.flickr.com/photos/asleeponasunbeam/2095448969/in/set-72157600704895572/
Not without a plan
http://www.flickr.com/photos/asleeponasunbeam/1463353019/in/set-72157600704895572/
Social Media Influences ActionsSocial Media Influences ActionsAction Taken As a Result of Social MediaAction Taken As a Result of Social Media
(nonprofit)
When raising money online
http://www.flickr.com/photos/virginiazuluaga/3718045862/in/set-72157602755127645/
Create a strategy
1. Understand your goals2. Know where your audience is online3. Have a specific project in mind4. Short time frame is ideal5. ID influencers and get them on board6. Define strategy and ROI
mind mapping, flow charts7. Choose a good online fundraising platform that
has a viral spiral8. Prioritize activities along a timeline9. Don’t forget to than people!
Tactics
Overall Campaign Strategy
FundraisingPlatform
Website
SM channels
Influencers
Donations
Viral participation
These are your tools
BloggingMicro
Blogging
Photo Sharing
Video Sharing
PodcastsWidgets
Social Networking
Chat Rooms
Message Boards
RSS Feeds
Source: Universal McCann Companies Study on Social Media Trends (March 2008)
Be sure to include ROI
Leading to tangible Tangible: converts to time and/or
(Money, customers, clients, volunteers,
activities, etc)
WebsiteMailing list
Social media followersDonors
StakeholdersStaff/Volunteer time
Brand sentimentBudget
This is your reality check
Top three factors for social fundraising success
Every platform is unique!
Find the influencers on each platformhttp://www.flickr.com/photos/lizettegreco/382985523/in/set-72157594485524662/
http://www.flickr.com/photos/virginiazuluaga/2734925505/in/set-72157602755127645/
…but who will execute
it?
Ask the influencers to help you
To plan a campaign, these are your principles
movement-building
strategy (power analysis)
community accountability
go where the people are
leadership development
Ideas generated with Amy Sample Ward and Ivan Boothe
How do you raise funds online?
Donation buttons and platforms are the END RESULT
You have to do more than this
Leverage your assets go where your people are, mailing list of at least
2K, online community, online influencers, brand evangelists, and stakeholders
Pre-seeding and influencersID influencers and activists, plan the viral spiral,
(need a mechanism to track influence), make them feel special, recognize lead fundraisers
Essential frameworkraise funds for a project, short time frame, have a
great online viral platform, define billing system, realistic fundraising goals, ease of use, 6 months to plan
http://blog.hubspot.com/blog/tabid/6307/bid/5330/Lead-Nurturing-Lessons-from-the-eNonprofit-Benchmarks-Study.aspx
Identify key action takers and influencers online
Case study: Tweetsgiving 2009
Pre-seeding:ID and recruited “Wild
Turkeys,” group encouragement, public leader board, tracked
influence
Essential framework:
Good story, private community, 3-day
event, easily shared, donation amount
appropriate, captured emails
Leveraged assets:Used mailing list, participate in 5 channels, live tweeting
from Tanzania, mechanism to recruit others
Giving Feels Great! (Twitter NPTechies and NPO consultants to
follow)@amyrsward@JohnCarnell@JohnHaydon@HeidiKMassey@Sue_Anne@kanter@AlisonRapping@TACS_NPower@mickeygomez@ntenhross@causeaholic
@HildyGottlieb@franswaa@rjleaman@engagejoe@Nedra@JeffHurt@PamelaGrow@LeahJones@staceymonk (tweetsgiving)
Created by:
Debra Askanase, Social Strategy Directordebra@communityorganizer20.comwww.communityorganizer20.comTwitter: @askdebraBuzz: daskanase