Community building and raising money through social mediaIoF conference: Fundraising in a small charity

Michelle Fortune

Charity Support Specialist

What we’re going to cover today

1. What is social media?

2. Facebook & Twitter – the basics

3. Using social networks

4. Engaging people

5. Keeping people interested

6. Case study

7. Sharing & fundraising

What is social media?

....sharing of information through social networking sites such as Twitter and

Facebook.

What is social media?

Social Networks – Facebook & Twitter

At the heart of Twitter are small bursts of information called Tweets. Each Tweet is 140 characters long

You can access information that interests you by ‘following’ relevant people and organisations. Their tweets then appear in your ‘twitter feed’

You can develop a very basic profile and add photos, videos and conversations in your Tweets

Facebook users create a profile page that shows their friends and networks information about themselves.

People can ‘like’ your page or add you as a ‘friend’ – you then become part of their network and your news is visible in their ‘newsfeed’

You can create a comprehensive profile including status updates, images, videos, notes, groups and your ‘wall’. There is no character limit

Social media trends – A few Facebook stats

50% of those return to the site daily

This is where people are!

And they’re talking...and sharing.

.......can you really afford not to be here too?

68% of the UK population is on Facebook

 Using Facebook & Twitter

Set your self some objectives – what do you want to achieve from your pages?

Check out charities that work in a similar way to you – how are they using Facebook & Twitter?

Example – If you’re a hospice charity, follow another hospice charity for 2 weeks to see what they do, what they post and how they respond to their followers and friends.

Tip – if they use a particular campaign more than once then you know it’s working for them.

Getting people to engage with you

Signpost & promote

Tell people your on Facebook & Twitter – add links to your accounts on your emails

Promote it offline too – add your Twitter handle or Facebook page link on leaflets, posters or articles.

As people to ‘like’, ‘friend’ or ‘follow’ you and then even ask them to spread the word to their online networks too.

Getting people to engage with you

Write great content! Starts slow with Facebook while you're starting out. Try adding 1 – 2 new pieces of content a week

Dedicate some time to looking through your Facebook & Twitter feeds. You don’t need to check in constantly throughout the day. Take the time to check your newsfeed, comments and new ‘friends’

Only speak when you have something to say!

Listen & respond - make the communication 2 way. Tweet, post and also respond to people.

Getting people to engage with you

Look at the way other charities are doing it

Share other people's information if you don't have any of your own yet

Share stories, facts and interesting bits of information that may be relevant to your charity or interesting to your online community

There’s no need to reinvent the wheel. Share the resources that JustGiving has already written

 This is your ‘online community’

“An online community is a social network of individuals who interact through specific social media, potentially crossing geographical and political boundaries in order to pursue mutual interests or goals”

- Wikipedia

Your developing your own online community

It’s a new supporter base that you can engage with

Once you have the interest of your online community, you can ask for their support

Keeping people interested

If you’re promoting something new or taking a different angle on the way you talk to your online community, check to see that its working

Check your insights!

If you have fewer friends or likes, check your insights to see when they left and why.

Discover who is engaging with you on Facebook by age, gender and location

See who is talking about your charity in the last month

Learn what content is most interesting and engaging

www.facebook.com/help/pages/insights

 Starting out with social media

www.facebook.com/facebooktips

 Starting out with social media

www.facebook.com/nonprofits

 Case study – Child’s i Foundation

There was a tweet....

 Case study – Child’s i Foundation

Ther

e w

as a

vid

eo...

.

 Case study – Child’s i Foundation

There was an email...

 Case study – Child’s i Foundation

Ther

e w

as a

fund

rais

ing

page

...

 Case study – Child’s i Foundation

Then we heard this on Facebook...

 Case study – Child’s i Foundation

Then

the

than

ks s

tart

ed ro

lling

in...

 Case study – Child’s i Foundation

 Case study – Child’s i Foundation

http://www.youtube.com/watch?v=0izq1pN6Z3E&feature=player_embedded

 How did they do this?

They had a great online community that they’d taken time to build

When the call to action came, in this case to help Joey, people responded

They promoted it across their networks – Facebook, Twitter and also by email and on their website.

They thanked people afterwards and engaged with the people supporting the cause.

They kept people updated every step of the way

They asked people to share the message and spread the word – which they did

 A little bit about sharing....

JustGiving has made it easier for donors and fundraisers to share information on Facebook too. This opens up fundraiser’s pages to a wider pool of people.

 The Social media community

Community building through sharing & retweets

After every action on JustGiving, we encourage you to share

You can share all kinds of actions to Facebook, Twitter, LinkedIn & even by email

1 share can be worth up to.......

 A little bit about sharing....

Do your own sharing too.

Ask and people will share.

Check out these free online tools to help you on your way:

www.addthis.com

www.sharethis.com

One last thing.....

Your supporters can now donate to your charity without leaving Facebook at all by adding a donation tab app