Post on 20-Jan-2015
description
People Still Give to People: Proven Approaches to Donor-
Driven Online Givin’
Holly Ross, ED, NTENNoah Kleiman, Communications &
Technology Manager, CASA of Oregon
Are People Raising Money in Social Media?
TREND 2009 2010 2011 2012% of respondents raising > $10k on Facebook
1% 2% 3% 3%
Are People Raising Money in Social Media?
Are People Raising Money in Social Media?
Strategy Step by Step
• Objectives• Audience• Integration• Measurement
Objective
•What do you want to accomplish with the campaign?
•Describe how your social media objective supports or links to a specific goal from your organization’s strategic plan
http://www.flickr.com/photos/wili/214316968/
Give Your Social Media Objective An IQ Test!
SMART Goal: Enable 22 individuals to meet the $5,000 fundraising goal during the 6 month campaign.
Strategy Step by Step
• Objectives• Audience• Integration• Measurement
1. Who must you reach with your social media efforts to meet your objective? Why this target group?
2. Is this a target group identified in your organization’s communications plan?
3. What do they know or believe about your organization or issue? What will resonate with them?
4. What social tools are they using?
Audience
What Are They Doing Online?
AUDIENCE:
WHO: Supernatural fan (girls). Their enthusiasm for the show and the celebrity drives their engagement. It gives the participants currency in the fan community.
WHAT WILL RESONATE: The fact that they get to not only raise money for the cause, but participate in the work. It’s like the Beatles want to build an orphanage with you.
WHERE ARE THEY ONLINE? Their own blogs, Tumblr, online forums, plus twitter and Facebook. Offline, they are at fan events and conventions.
Where Are They Online?
Strategy Step by Step
• Objectives• Audience• Integration• Measurement
AudienceObjective
One WayEmail
Direct MailAds
SocialListening
ConversationConnecting
HomebaseWeb Site
An Integrated Strategy
California State Parks Foundation• May 2009• 100 Park Closures Imminent• 500 Facebook Fans• Mostly Direct Mail Supports
New Strategy:Reach younger supporters to prepare for a ballot initiative to protect California parks.
Recruit 5,000 new Facebook
fans in one month
One Wayemail
direct mailads
SocialFacebookYouTube
HomebaseWeb Site
An Integrated Strategy for CSPF
Integrated Components
Home Base• Web site
redesign to emphasize:
• Petition• Facebook• Donations
One Way• “Urgent Grams”
to:• High Dollar
Donors• Other Members• Prospects
Social• Facebook
Welcome Page• Fan Videos on
YouTube
Integrated Looks & Message
Campaign Results
The Final Tally
• $950,000 Raised• $300,000 Online • Tough to track specifically to social media
• 46% of that came from supporters new to CSPF
• Email list size grew in tandem with Facebook Fans, suggesting that they are highly related
• Ballot initiative campaign is now live
Strategy Step by Step
• Objectives• Audience• Integration• Measurement
Fail Informatively – Clay Shirky
Failing informatively means setting up experiments that we can measure, evaluate and iterate over time, until we get to success.
To Fail Informatively, We Must…
• Set SMART goals• Set ourselves up for success by researching
first• Document hard data• Also document qualitative data• REFLECT• And Iterate.
Social Media Data
Collect Stories
Choosing Peer to Peer Tools
For a comprehensive list:
http://bit.ly/ozZLro
Case Study: Random Acts
Case Study: Random Acts
Case Study: Questions
What elements would work in your organization and why?
What elements would NOT work in your organization and why?
What could you try as an experiment in your organization?
Case Study: Food from the Bar
Case Study: Food from the Bar
Case Study: Food from the Bar
Case Study: Food from the Bar
Case Study: Questions
What elements would work in your organization and why?
What elements would NOT work in your organization and why?
What could you try as an experiment in your organization?
Case Study: To Mama With Love
Case Study: To Mama With Love
Case Study: Questions
What elements would work in your organization and why?
What elements would NOT work in your organization and why?
What could you try as an experiment in your organization?
Mr. Noah Kleiman: noahk@casaoforegon.org |
@noahkleiman
Holly Ross:holly@nten.org | @ntenhross