Intersection between social media and fundraising green edition
-
Upload
dawn-crawford -
Category
Business
-
view
430 -
download
0
Transcript of Intersection between social media and fundraising green edition
Presented by
Dawn & Brian Crawford
Social Media & Communications Consultants
@SocMediaRckStr
Intersection of Social Media and Fundraising:
Green Edition
http://www.free-background-wallpaper.com/images/wallpapers/1680x1050/flower-backgrounds/green-leaf-texture.jpg
• Raleigh-based full service agency that works exclusively with nonprofits
• Nearly 10 years of dedicated nonprofit experience paired with 7 years of corporate advertising experience
• Offer a full range of services – bring us your problem and we’ll solve it
Clients, Experience & Affiliations
2
Do NOT Be This Guy
http://www.flickr.com/photos/mythoto/5064380001/sizes/l/
Social Media is a Conversation
Social Media is a
Relationship http://www.flickr.com/photos/eelssej_/394781835/sizes/z/in/photostream/
Creating Your Sustainable Plan
Make a Plan
Peer-to-Peer Fundraising
Master Tools
Pick-A-Platform
Get Some Ideas
Final Thoughts
pick a direction
http://portcanaveralcove.com/Lost%20Ibis.jpg
Prime the Pump
• Give value
• Be a person
• Identify champions
• Take it off social media
• Engage often
Create a Plan
• Time limited
• Clear call to action
• Creative themes work
• Update often
• Use multi-media
• Ideas!
• Beth Kanter Case Study Search http://www.bethkanter.org/category/case-studies/
Surround Sound Approach
• Mention on all your current communications – newsletters, website, etc.
• Engage bloggers to tell your story
• Leverage advocates to repost
• Reach out to the media
start a ripple
Peer-to-Peer Fundraising: How It Works
Give Donations
Create Fundraising Pages & Ask for
Donations
Starts an Online Campaign
Nonprofit
Supporters, Board, Staff
& Volunteers
Co-Workers Friends &
Family Network
Peer-To-Peer Fundraising
• 7.5% transaction fees are industry standard + monthly fees
• Make sure it’s completely social media optimized
• Start small and repeat
Mega Example – Charity: water
$3,000,000 as of late 2010
Green Examples
• “Win”
• Corporate Sponsor - Moosejaw
• Crowdrise - http://www.crowdrise.com/teamyellowdogwatersh/fundraiser/moosejaw
• Gift List
• Cute photo
• Razoo - http://www.razoo.com/story/Sustainable-Harvest-International-2
tools make us human
http://www.flickr.com/photos/bre/552152780/sizes/l/
Social Media Dashboard HootSuite – HootSuite.com
• Manage all your social media in one place
• Schedule updates
• Batch upload
• Analytics
Analytics for $5 a Month!
• Come HOME to Facebook - make your cause mesh with people's personal lives = family, friends and community
• Ask often
• Leverage celebrations with Causes • Backend through Network for Good
• Get on VIP's radar
• Ask for Retweets • Leverage advocates • Fundraise one tweet at a time
• Have a sponsor/partner match number of tweets $1 up to a total
• Video is the next social media revolution – be ready for it!
• Great article on video fundraising ideas: • Video Can Help Boost Donations in End-Of-The-Year
Fundraising - http://www.bethkanter.org/hoffman-vide/
• Tips for Shooting A Winning Video For Your Nonprofit - http://www.bethkanter.org/tips-video-shoot/
• Claim your page – you never know
• Do check-in fundraiser with a corporate sponsor
• Showcase what the fundraiser will fund – people, places and things
• Feature guest posts by bloggers about why they donate = your customers
ideas
http://ashleyuporter.com/wp-content/uploads/2010/12/idea_bulb.jpg
Project Overview Purpose:
• Year-end fundraising campaign for the Autism Science Foundation
• Get small/medium donors who have some autism familiarity to donate
Distribution: Social media, website and email
Timeline:
• Material development: November 12 – November 30
• Campaign: December 1 – December 31 http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
Set Realistic Goals Contribute to achieving the ASF's year-end fundraising goal
Of $15,000
Contribute to an 15% increase in ASF's Twitter and Facebook followership for the month
Receive 2,000 views on the video
Place 5 posts on blogs
Place 1 media story
Campaign Elements Landscape Analysis
Campaign Logo Development
Video
Website/Blog
Email Flight
Social Media Engagement
Blogger Outreach
Media Outreach
Thank You Notes
Website – Recipe4Hope.org 1,016 visits (758 absolute unique
visits)
74.41% new visits
63 sources and mediums drove traffic to the site
Nearly 25% of all traffic came from Facebook - After that was Twitter (6%) and the Discover Magazine Blog Bad Astronomy (5%)
One of the best engagement tools of the campaign
Highlights included cookie photos and December 15 Status Update Contest
13% “Like” increase for the month
1,585% increase in Post Views in comparison to Nov 2010
16% increase in Post Feedback in comparison to Nov 2010
5% overall increase in Twitter followers
Frequency – 101 tweets
Reach – 4,540 followers
Impressions – 219,318 followers
175 clicks on links in tweets
Biggest lull around Christmas
Media & Bloggers 2 media stories including USA Today “How to make your impact
this holiday season”
15 Placed Blog Posts and got 2 “Ripples”
Call2Action Widget Donation widget that could be embedded in blogs or websites
• 32,593 Hits
• 15,756 Unique Views
Fundraising Stats
$10,954 raised online between 11/30 - 12/31
64 gifts overall
$171 average gift
Philanthroper.com – called the “Groupon” for nonprofits because it highlights one nonprofit a day to raise awareness and funds $1 at a time
$307 donations + some larger donations through ASF website
6 national blog posts
31 tweets with amazing reach
Facebook Asks
• Clear, achievable call to action
• Hootsuite can kill your feed visibility
• Different ways to give
• Tell them how
Facebook Asks
• Bury in a blog post
• Thank people
• Give a goal
• Needs urgency
Viral Facebook Photos
Photo Contests
• Raised over $253,000 in 2010 and $600,000 in 2009
• Entry $5, votes $1
• Read more: http://philanthropy.com/blogs/prospecting/top-dogs-raise-money-in-pet-photo-contest/19166
Gift Lists
• People are buying air
• Links to a e-commerce site
• Any conservation nonprofit could do this
Social Enterprise
Thanks to RE3.org for the tip
parting thoughts http://fc05.deviantart.net/fs11/i/2006/241/d/e/swallow_tattoo_idea_by_meowle.jpg
Social Media is a Conversation
Explo
re
Nerd Out & Experiment
http://www.flickr.com/photos/marsdd/2986989396/sizes/o/
Take It Off Line
http://www.flickr.com/photos/motionblur/5558465371/sizes/l/
Say Bye-Bye
http://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
Passion is Infectious
http://www.flickr.com/photos/krystalt/5248185017/sizes/l/
Biz Card + Magic = Presentation + Reading List
Dawn & Brian Crawford
bcdcideas.com
720-231-1930
@SocMediaRckStr