Social Media as a Fundraising Strategy

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Emily Davis, MNM, CGT Emily Davis Consulting

May 6, 2014 Pamela Grow

Simple Development Systems



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WHO AM I?

•  Nonprofit professional •  Founder •  Board member •  AFP Author •  MNM •  21/64 Consultant •  BoardSource CGT •  Late adopter •  Translator



UNDERSTANDING SOCIAL NETWORKS

“Organizations don’t have to create… social networks; they exist all

around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by

building relationships within them to engage and activate them for their

organizations’ efforts.”

(Fine and Kanter, 2010)



WHAT STINKS ABOUT SOCIAL MEDIA?

•  Time investment •  New communication

platform •  Always evolving •  Participation in new

technology •  Transparency •  Loss of control



WHAT ROCKS ABOUT SOCIAL MEDIA

•  Additional tool •  STEWARDSHIP •  Build relationships •  Tell your story •  Transparency •  Get feedback •  Cost effective & green •  Quick & easy!



SOCIAL MEDIA LIFECYCLE



TEN TIPS FOR USING SOCIAL

MEDIA



“This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.”

- Ted Hart and Michael Johnston in Fundraising on the Internet



10 TIPS FOR USING SOCIAL MEDIA

1. Social media is A tool not THE tool

2. Social media is a plant

3. Add value

4. Two way street

5. Prospecting, cultivation, stewardship

6. Philanthropy’s next generation

7. It ain’t free

8. Not everyone “Diggs” social media

9. Selling social media

10. Have a plan



COMMUNICATIONS EVOLUTION

Traditionalists

Postal Mail Phone calls

Boomers

Television Facebook Email

Generation X

Websites E-newsletters Email

Millenials (Gen Y)

Social Media Websites Mobile

Generation Z

???

Adapt or die!

Every generation

teaches us new technology



SOCIAL MEDIA IS A PLANT



ADD VALUE



TWO – WAY STREET



SOCIAL MEDIA POLICIES



NONPROFIT LADDER OF ENGAGEMENT

Awareness about service or giving

Interest in learning about service or giving

Desire to buy service from org or donate

Action when service purchased or donation is made

*© 2012 Beth Kanter



NEW DONORS direct mail, events

ANNUAL DONORS Direct appeals,

volunteer involvement

MAJOR DONORS Personal asks

Committee and board involvement

PLANNED GIFTS Personal asks,

personal involvement, Could be anyone!



SOCIAL MEDIA LADDER OF ENGAGEMENT

Happy bystanders (Listen)

Spreaders (Share)

Clients (Money)

Evangelists (Ask)

Instigators (Create)

*© 2010 Beth Kanter



RELATIONSHIPS DON’T CHANGE

•  Cultivate, steward, & solicit •  Recognize •  Multi-channel communications •  Meet one-on-one •  Develop ambassadors •  Stewardship rather than

solicitation •  Effective database



THE NEXT GENERATION



IT AIN’T FREE

“Many nonprofits (particularly the smaller ones) lack the resources

to communicate effectively. The Internet offers the opportunity to cost-effectively build a

community of supporters.”

--ePhilanthropyFoundation.org



NOT EVERYONE “DIGGS” SOCIAL MEDIA



INVESTING IN SOCIAL MEDIA



•  Position as an expert •  Connect & collaborate •  New resources & ideas •  Outreach & awareness •  Develop brand •  Low cost

WHY SOCIAL MEDIA AT ALL?



HAVE A PLAN

Set Purpose(s)

Goals & Objectives

Tools & Strategies

Implementation

Evaluation



THE PLANNING PROCESS

Discovery

Environmental scan Strategy sessions Target audiences Channel identification Topic areas

Documentation

Best practices Start small & slow Calendar dashboard Measurement strategies

Implementation

Staff Brand identity Content per channel Collaboration Personal/professional boundaries Adjust as needed



5 THINGS TO DO TODAY

① Make a plan ② Watch other orgs ③ Attend trainings &

ask for support ④  Invite

participation ⑤ Support new

ideas



PLEASE DON’T

•  Smother with asks •  Ignore stakeholder input •  Make it hard to

participate •  Stray from being unique •  Talk all about yourself



ü Social media is as much art as it is science. ü Every org has different experiences. ü We are all learning. ü Social media is always evolving. ü Ten Tips to Using Social Media as a

foundation. ü Listen and learn!



PRINT RESOURCES

•  Fundraising and the Next Generation

•  The Networked Nonprofit •  Measuring the Networked

Nonprofit •  The Complete Facebook

Guide for Small Nonprofits

•  Twitter Jump Start: The Complete Guide for Small Nonprofits



ONLINE RESOURCES

•  Nonprofit Technology Network (NTEN) •  Network for Good •  Socialbrite.com •  IdealWare •  Mashable.com •  Alltop Nonprofit •  Beth’s Blog (Kanter) •  4Good •  John Haydon •  frogloop



Emily Davis, MNM Emily Davis Consulting

(720) 515-0581 [email protected]

emilydavisconsulting.com emilydavisconsulting.com/blog

Social Media as a Fundraising Strategy

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