Social Fundraising 101 09.09.11

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Social Fundraising 101: How to Jumpstart Your Social Fundraising Campaigns

Transcript of Social Fundraising 101 09.09.11

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Social Fundraising 101:!

How to Jumpstart !Your Social Fundraising Campaigns !

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Today

1.  Why Social Fundraising?!

2.  How to Launch a Campaign!

3.  Top 5 tips!

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$300 Billion!donated by individuals each year in the US!

Source: 2008 Chronicle of Philanthropy

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Online Giving is on the Rise

13% 35-55%

2010 giving

2010 growth rate

Source: 2010 Blackbaud, 2010 Giving USA n.b.: “large” non-profits growing online giving at 55%

online giving

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People !ask People !to give. !

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Social! changes everything…!

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Psychology of

Engagement

Happy people

give more.

Giving makes people happier.

Oppenheimer & Olivola (2010), Isen & Levin (1972), Aderman (1972), Harris & Huang (1973), Kazdin & Bryan (1971), Isen, Horn & Rosenhan (1973), Konow & Earley (2008), Wang & Graddy (2008), Williams & Shiaw (1999), Batson (1987, 1991), Cialdini (1987), Plato, Aristotle, Bible, Torah, Koran, etc. etc….

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How it Works

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The most important thing:

Launch - Don’t aim for perfection… You have to launch

a campaign and learn from it!

- You get a 2nd, 3rd, and even 30th chance to make a 1st impression

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Case Study

Dec Jan Feb Mar Apr Nov

Test Campaign: $3,995

Japan Campaign: $18,045

Annual Campaign: Target: $125,000

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Social Donation

Every supporter was asked to recruit her neighbor, boss,

co-worker, friend…

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Results

=!136!Gifts"

17,053 Impressions

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Results

+ =!$12,300 $18,695

52% increase in donation yield…

Social-Multiplier Cycle

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Your Launch Plan

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The Basics

Step 1: Pick an objective!

People “give through,” not “to”!

example…! “We are raising $22,500 by October 15 for a

new classroom at our Buwaidhaa school in Sudan… This means educating 30 more students!”!

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The Basics

Step 2: Sanity-check your target!–  Is your date less than 3 months out?!–  Is your $ target achievable?!

# of supporters !!2% response rate (historical actuals)!

!$75 average donation!

!1.5 social multiplier!

X

X

X

10,000 supporters

$22,500

example… formula…

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The Basics

Step 3: Set giving levels!

– Make them meaningful!•  $50 buys 10 used textbooks!•  $500 sponsors one child through graduation!•  $5,000 sponsors a classroom of 30 students!

Remember… !People give “through,” not “to”!

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The Basics

Step 4: Upload content on Fundly!

Pick a short video

Use pictures with human faces

Keep text to a minimum

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Launch!

Step 5: Send out an email!–  Use your existing list!–  Use the strategy you already built!

•  Target: “We are raising $22,500 by October 15…”!•  Objective: “This will allow us to open one new classroom…”!

–  Make the email personal—address it from you!–  Send personal update emails once per week!

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Launch!

Step 6: Facebook!–  Share with your personal network once per week!

•  Make it personal!–  “Join me in building a school! We are 50% of the way to

adding a classroom for 30 kids in Sudan”!

–  Post to your Facebook Fan page daily!•  Ask questions!

•  Provide updates !!

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Launch!

Step 7: Twitter!–  Tweet 2x per day - Lunchtime and quitting time!–  Use hashtags!–  Retweet!

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Launch!

Step 8: Recruit help!–  Get your top supporters to set up their own pages!

•  Think: board members, volunteers, celebrity endorsers, partners, etc.!

–  Rinse and repeat: the bigger the team, the better the results!

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Launch!

Step 9: Embed on your site!–  Get your webmaster to embed the donation form on

your own website!•  As easy as embedding a YouTube video!

–  Make sure all channels of communication are aligned for the duration of your campaign!

•  Email!•  Direct mail!•  Website!•  Social networking!

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Victory

Step 10: Celebrate!!–  Announce your milestones!–  Post updates to Facebook and Twitter, encouraging

continued donations!–  When your goal is reached, shout it from the rooftops!!

•  People like to be part of a winning team!•  Thank them for their support and they will support you again!•  Where possible, provide evidence of the difference the money is

making (on-the-ground photos and video)!

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Top 5 Tips

1.  Start with your current supporters!2.  Do not be shy!3.  Make a direct ask!4.  Tell donors what their money will do!5.  Align all channels!

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