Fundraising With Social Media

Darian Rodriguez Heyman @Dheyman

A Note on Tin Cup Fundraising

So Who Is This Guy?

• Why Social Fundraising?

• How To Launch a Campaign

Our Agenda

Why Social Fundraising?

Why Social Fundraising?

• People Give to People

• The Most Powerful Form of Ask is a “Peer Ask”

• Turn Your Donors Into Fundraisers

$300 Billion Donated by Individuals per Year

Source: Chronicle of Philanthropy

Online Giving: 13%

Growing at: 15% — 35%

Source: Blackbaud, Giving USA

How To Launch a Campaign

Step 1: Pick a SMART Goal

• $20,000 • By Feb. 1, 2015 • SFES Playground • For 647 Kids

“People Don’t Give To You, They Give Through You”

Step 2: Map Donations to Impact • Think Incrementally

Step 3: Pick a Platform

INGREDIENTS FOR ORGANIZING

Start   End  

Your  fundraiser  should  look  like  this  

promote  

promote   Deadline  panic.    Promote!    

promote   promote  

Not  like  this  

Start   End  

Step 4: Plan Ahead

Pick a short video

Use pictures with human faces

Keep text to a minimum

Step 5: Upload Content

Personal Stories Sell!

Seed the Tip Jar

•  Staff

•  Board of

Directors

•  Key Influencers

•  Donors

•  Your Social

Network

•  Volunteers

•  Friends

Step 6: Start with Your Inner Circle

Step 7: Make Your Donate Button Shine

• 3 Tweaks: Button, Levels, Impact

Step 7: Make Your Donate Button Shine

• 3-Click Rule

Website  

Widget  

Social  Media    

Press  Releases  

Step 8: Promote Your Campaign

Step 9: Data Vs. Gut

• Fail Fast, Fail Forward • A/B Splits

• Share Milestones Across All Channels • Thank Donors! • Document Impact • Declare Victory!

Step 10: Celebrate!

Step 10: Celebrate!

“People Don’t Give To You Because You Have Needs. They Give Because You Meet Needs”

Thank You!

Darian@DarianHeyman.com Twitter: @dheyman