Social Media Fundraising 101

41
Vanessa Swesnik @vswesnik @helpattack [email protected] Social Media Fundraising 101

description

Vanessa Swesnik from HelpAttack presented on Social Media Fundraising 101 at a recent NPower brown bag. She covered lots of tips, especially for smaller orgs and also helped explain how HelpAttack can help your org raise money online.

Transcript of Social Media Fundraising 101

Page 1: Social Media Fundraising 101

Vanessa Swesnik vswesnik helpattack vanessahelpattackcom

Social Media Fundraising 101

httpinfohelpattackcom | helpattack | supporthelpattackcom

Who are we

httpinfohelpattackcom | helpattack | supporthelpattackcom

You can fundraise on social media

bull Without a million followers bull Without a post from Justin Bieber bull Without adding another job to your day

bull Social media vs email fundraising bull Goals and groundwork bull Tactics amp strategy How can smaller organizations find

success

httpinfohelpattackcom | helpattack | supporthelpattackcom

Getting there

Similarities bull Why people give bull Conversion rates bull Who gt How Many bull Storytelling

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media vs Email

Differences bull How people share

bull How friends ask friends

bull Conversation

httpinfohelpattackcom | helpattack | supporthelpattackcom

Slide from Sarah Durham Big Duck httpslideshareGKtWDH

Social Media vs Email

bull Shareable and Instant o Kony 2012 Rush Limbaugh Chris Brown

bull Dialogue o Komen and Planned Parenthood

bull Social AND searchable o easily find hear and interact with actual people

Social media is a space where the individual reigns relationships are required and conversations are public

Social Media vs Email

bull Audience is crucial Who gt How Many bull Experiment test and improve bull Move donors up engagement ladder Stewardship bull House File is crucial Supporter Database bull People give because

o People they know give o Theres an immediate need o They are asked

People give to faces and heartbeats not

statistics

More similar than different

bull Know your potential donors o Made easier by apps passive data collection

bull Make them feel special o Easy and free to do on social media

bull Its $10 not $10K but the same model can work bull Your new ldquoslacktivistrdquo will be your major donor in 25

years

The big donors at your gala probably have a Facebook account to stalk their grandkids

Social Media vs Large Gifts

bull Set realistic goals bull Grow your presence bull Reward participation bull Use em if you got em

o Leverage a special event celebrity ambassadors corporate sponsors

bull Thank donors

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are best practices for social media campaigns

1 Get 10 new donors 2 Learn who they are 3 Thank them individually

o Not with direct mail 4 Follow up

Ten donors giving $25 per month all year is an extra $3000 Not bad

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are realistic goals

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 2: Social Media Fundraising 101

httpinfohelpattackcom | helpattack | supporthelpattackcom

Who are we

httpinfohelpattackcom | helpattack | supporthelpattackcom

You can fundraise on social media

bull Without a million followers bull Without a post from Justin Bieber bull Without adding another job to your day

bull Social media vs email fundraising bull Goals and groundwork bull Tactics amp strategy How can smaller organizations find

success

httpinfohelpattackcom | helpattack | supporthelpattackcom

Getting there

Similarities bull Why people give bull Conversion rates bull Who gt How Many bull Storytelling

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media vs Email

Differences bull How people share

bull How friends ask friends

bull Conversation

httpinfohelpattackcom | helpattack | supporthelpattackcom

Slide from Sarah Durham Big Duck httpslideshareGKtWDH

Social Media vs Email

bull Shareable and Instant o Kony 2012 Rush Limbaugh Chris Brown

bull Dialogue o Komen and Planned Parenthood

bull Social AND searchable o easily find hear and interact with actual people

Social media is a space where the individual reigns relationships are required and conversations are public

Social Media vs Email

bull Audience is crucial Who gt How Many bull Experiment test and improve bull Move donors up engagement ladder Stewardship bull House File is crucial Supporter Database bull People give because

o People they know give o Theres an immediate need o They are asked

People give to faces and heartbeats not

statistics

More similar than different

bull Know your potential donors o Made easier by apps passive data collection

bull Make them feel special o Easy and free to do on social media

bull Its $10 not $10K but the same model can work bull Your new ldquoslacktivistrdquo will be your major donor in 25

years

The big donors at your gala probably have a Facebook account to stalk their grandkids

Social Media vs Large Gifts

bull Set realistic goals bull Grow your presence bull Reward participation bull Use em if you got em

o Leverage a special event celebrity ambassadors corporate sponsors

bull Thank donors

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are best practices for social media campaigns

1 Get 10 new donors 2 Learn who they are 3 Thank them individually

o Not with direct mail 4 Follow up

Ten donors giving $25 per month all year is an extra $3000 Not bad

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are realistic goals

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 3: Social Media Fundraising 101

httpinfohelpattackcom | helpattack | supporthelpattackcom

You can fundraise on social media

bull Without a million followers bull Without a post from Justin Bieber bull Without adding another job to your day

bull Social media vs email fundraising bull Goals and groundwork bull Tactics amp strategy How can smaller organizations find

success

httpinfohelpattackcom | helpattack | supporthelpattackcom

Getting there

Similarities bull Why people give bull Conversion rates bull Who gt How Many bull Storytelling

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media vs Email

Differences bull How people share

bull How friends ask friends

bull Conversation

httpinfohelpattackcom | helpattack | supporthelpattackcom

Slide from Sarah Durham Big Duck httpslideshareGKtWDH

Social Media vs Email

bull Shareable and Instant o Kony 2012 Rush Limbaugh Chris Brown

bull Dialogue o Komen and Planned Parenthood

bull Social AND searchable o easily find hear and interact with actual people

Social media is a space where the individual reigns relationships are required and conversations are public

Social Media vs Email

bull Audience is crucial Who gt How Many bull Experiment test and improve bull Move donors up engagement ladder Stewardship bull House File is crucial Supporter Database bull People give because

o People they know give o Theres an immediate need o They are asked

People give to faces and heartbeats not

statistics

More similar than different

bull Know your potential donors o Made easier by apps passive data collection

bull Make them feel special o Easy and free to do on social media

bull Its $10 not $10K but the same model can work bull Your new ldquoslacktivistrdquo will be your major donor in 25

years

The big donors at your gala probably have a Facebook account to stalk their grandkids

Social Media vs Large Gifts

bull Set realistic goals bull Grow your presence bull Reward participation bull Use em if you got em

o Leverage a special event celebrity ambassadors corporate sponsors

bull Thank donors

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are best practices for social media campaigns

1 Get 10 new donors 2 Learn who they are 3 Thank them individually

o Not with direct mail 4 Follow up

Ten donors giving $25 per month all year is an extra $3000 Not bad

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are realistic goals

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 4: Social Media Fundraising 101

bull Social media vs email fundraising bull Goals and groundwork bull Tactics amp strategy How can smaller organizations find

success

httpinfohelpattackcom | helpattack | supporthelpattackcom

Getting there

Similarities bull Why people give bull Conversion rates bull Who gt How Many bull Storytelling

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media vs Email

Differences bull How people share

bull How friends ask friends

bull Conversation

httpinfohelpattackcom | helpattack | supporthelpattackcom

Slide from Sarah Durham Big Duck httpslideshareGKtWDH

Social Media vs Email

bull Shareable and Instant o Kony 2012 Rush Limbaugh Chris Brown

bull Dialogue o Komen and Planned Parenthood

bull Social AND searchable o easily find hear and interact with actual people

Social media is a space where the individual reigns relationships are required and conversations are public

Social Media vs Email

bull Audience is crucial Who gt How Many bull Experiment test and improve bull Move donors up engagement ladder Stewardship bull House File is crucial Supporter Database bull People give because

o People they know give o Theres an immediate need o They are asked

People give to faces and heartbeats not

statistics

More similar than different

bull Know your potential donors o Made easier by apps passive data collection

bull Make them feel special o Easy and free to do on social media

bull Its $10 not $10K but the same model can work bull Your new ldquoslacktivistrdquo will be your major donor in 25

years

The big donors at your gala probably have a Facebook account to stalk their grandkids

Social Media vs Large Gifts

bull Set realistic goals bull Grow your presence bull Reward participation bull Use em if you got em

o Leverage a special event celebrity ambassadors corporate sponsors

bull Thank donors

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are best practices for social media campaigns

1 Get 10 new donors 2 Learn who they are 3 Thank them individually

o Not with direct mail 4 Follow up

Ten donors giving $25 per month all year is an extra $3000 Not bad

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are realistic goals

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 5: Social Media Fundraising 101

Similarities bull Why people give bull Conversion rates bull Who gt How Many bull Storytelling

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media vs Email

Differences bull How people share

bull How friends ask friends

bull Conversation

httpinfohelpattackcom | helpattack | supporthelpattackcom

Slide from Sarah Durham Big Duck httpslideshareGKtWDH

Social Media vs Email

bull Shareable and Instant o Kony 2012 Rush Limbaugh Chris Brown

bull Dialogue o Komen and Planned Parenthood

bull Social AND searchable o easily find hear and interact with actual people

Social media is a space where the individual reigns relationships are required and conversations are public

Social Media vs Email

bull Audience is crucial Who gt How Many bull Experiment test and improve bull Move donors up engagement ladder Stewardship bull House File is crucial Supporter Database bull People give because

o People they know give o Theres an immediate need o They are asked

People give to faces and heartbeats not

statistics

More similar than different

bull Know your potential donors o Made easier by apps passive data collection

bull Make them feel special o Easy and free to do on social media

bull Its $10 not $10K but the same model can work bull Your new ldquoslacktivistrdquo will be your major donor in 25

years

The big donors at your gala probably have a Facebook account to stalk their grandkids

Social Media vs Large Gifts

bull Set realistic goals bull Grow your presence bull Reward participation bull Use em if you got em

o Leverage a special event celebrity ambassadors corporate sponsors

bull Thank donors

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are best practices for social media campaigns

1 Get 10 new donors 2 Learn who they are 3 Thank them individually

o Not with direct mail 4 Follow up

Ten donors giving $25 per month all year is an extra $3000 Not bad

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are realistic goals

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 6: Social Media Fundraising 101

httpinfohelpattackcom | helpattack | supporthelpattackcom

Slide from Sarah Durham Big Duck httpslideshareGKtWDH

Social Media vs Email

bull Shareable and Instant o Kony 2012 Rush Limbaugh Chris Brown

bull Dialogue o Komen and Planned Parenthood

bull Social AND searchable o easily find hear and interact with actual people

Social media is a space where the individual reigns relationships are required and conversations are public

Social Media vs Email

bull Audience is crucial Who gt How Many bull Experiment test and improve bull Move donors up engagement ladder Stewardship bull House File is crucial Supporter Database bull People give because

o People they know give o Theres an immediate need o They are asked

People give to faces and heartbeats not

statistics

More similar than different

bull Know your potential donors o Made easier by apps passive data collection

bull Make them feel special o Easy and free to do on social media

bull Its $10 not $10K but the same model can work bull Your new ldquoslacktivistrdquo will be your major donor in 25

years

The big donors at your gala probably have a Facebook account to stalk their grandkids

Social Media vs Large Gifts

bull Set realistic goals bull Grow your presence bull Reward participation bull Use em if you got em

o Leverage a special event celebrity ambassadors corporate sponsors

bull Thank donors

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are best practices for social media campaigns

1 Get 10 new donors 2 Learn who they are 3 Thank them individually

o Not with direct mail 4 Follow up

Ten donors giving $25 per month all year is an extra $3000 Not bad

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are realistic goals

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 7: Social Media Fundraising 101

bull Shareable and Instant o Kony 2012 Rush Limbaugh Chris Brown

bull Dialogue o Komen and Planned Parenthood

bull Social AND searchable o easily find hear and interact with actual people

Social media is a space where the individual reigns relationships are required and conversations are public

Social Media vs Email

bull Audience is crucial Who gt How Many bull Experiment test and improve bull Move donors up engagement ladder Stewardship bull House File is crucial Supporter Database bull People give because

o People they know give o Theres an immediate need o They are asked

People give to faces and heartbeats not

statistics

More similar than different

bull Know your potential donors o Made easier by apps passive data collection

bull Make them feel special o Easy and free to do on social media

bull Its $10 not $10K but the same model can work bull Your new ldquoslacktivistrdquo will be your major donor in 25

years

The big donors at your gala probably have a Facebook account to stalk their grandkids

Social Media vs Large Gifts

bull Set realistic goals bull Grow your presence bull Reward participation bull Use em if you got em

o Leverage a special event celebrity ambassadors corporate sponsors

bull Thank donors

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are best practices for social media campaigns

1 Get 10 new donors 2 Learn who they are 3 Thank them individually

o Not with direct mail 4 Follow up

Ten donors giving $25 per month all year is an extra $3000 Not bad

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are realistic goals

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 8: Social Media Fundraising 101

bull Audience is crucial Who gt How Many bull Experiment test and improve bull Move donors up engagement ladder Stewardship bull House File is crucial Supporter Database bull People give because

o People they know give o Theres an immediate need o They are asked

People give to faces and heartbeats not

statistics

More similar than different

bull Know your potential donors o Made easier by apps passive data collection

bull Make them feel special o Easy and free to do on social media

bull Its $10 not $10K but the same model can work bull Your new ldquoslacktivistrdquo will be your major donor in 25

years

The big donors at your gala probably have a Facebook account to stalk their grandkids

Social Media vs Large Gifts

bull Set realistic goals bull Grow your presence bull Reward participation bull Use em if you got em

o Leverage a special event celebrity ambassadors corporate sponsors

bull Thank donors

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are best practices for social media campaigns

1 Get 10 new donors 2 Learn who they are 3 Thank them individually

o Not with direct mail 4 Follow up

Ten donors giving $25 per month all year is an extra $3000 Not bad

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are realistic goals

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 9: Social Media Fundraising 101

bull Know your potential donors o Made easier by apps passive data collection

bull Make them feel special o Easy and free to do on social media

bull Its $10 not $10K but the same model can work bull Your new ldquoslacktivistrdquo will be your major donor in 25

years

The big donors at your gala probably have a Facebook account to stalk their grandkids

Social Media vs Large Gifts

bull Set realistic goals bull Grow your presence bull Reward participation bull Use em if you got em

o Leverage a special event celebrity ambassadors corporate sponsors

bull Thank donors

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are best practices for social media campaigns

1 Get 10 new donors 2 Learn who they are 3 Thank them individually

o Not with direct mail 4 Follow up

Ten donors giving $25 per month all year is an extra $3000 Not bad

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are realistic goals

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 10: Social Media Fundraising 101

bull Set realistic goals bull Grow your presence bull Reward participation bull Use em if you got em

o Leverage a special event celebrity ambassadors corporate sponsors

bull Thank donors

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are best practices for social media campaigns

1 Get 10 new donors 2 Learn who they are 3 Thank them individually

o Not with direct mail 4 Follow up

Ten donors giving $25 per month all year is an extra $3000 Not bad

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are realistic goals

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 11: Social Media Fundraising 101

1 Get 10 new donors 2 Learn who they are 3 Thank them individually

o Not with direct mail 4 Follow up

Ten donors giving $25 per month all year is an extra $3000 Not bad

httpinfohelpattackcom | helpattack | supporthelpattackcom

What are realistic goals

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 12: Social Media Fundraising 101

About 6 hours of work over 6 weeks

bull 1 hour to brainstorm the right kind of campaign for your cause and the supporters you want to reach

bull 1 hour to invite other stakeholders amp discuss bull 1 hour to ask partners or super-supporters to help spread the word

bull 30 minutes to write a blog post bull 30 minutes to include in an email to your list

bull 2 hours of monitoring social media bull 1 hour to download reports and upload into your supporter database

httpinfohelpattackcom | helpattack | supporthelpattackcom

What time and effort are needed

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 13: Social Media Fundraising 101

Good bull Did you know you can

donate by bull Please give to support the

Animal Rescue Organization

bull Please share bull Were trying to raise $25k

this year

Messaging

Better bull Matching deadline today -

Donate now bull Save this homeless dog

today All it takes is your $5 donation

bull Donate THEN share bull Were trying to raise $250

from our Facebook fans today Were only 3

donations away

httpwwwnonprofitmarketingblogcom httpjohnhaydoncom

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 14: Social Media Fundraising 101

bull Earth Day Valentines Day event bull hellipor create one oceangiving

httpoceanaorgenblog201111this-november-celebrate-oceansgiving httpinfohelpattackcom | helpattack | supporthelpattackcom

Use it Leverage a Special Event

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 15: Social Media Fundraising 101

bull Celebrity ambassadors

o Local amp personal are best bull Corporate sponsors bull Local media previous supporters

Use em Partners Advocates

httpscrbiJUUCFo

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 16: Social Media Fundraising 101

bull Reward participation o ldquoLikerdquo for a chance to winhellip o Submit a picture for a chance to winhellip

bull Nonmonetary gifts o Facebooker of the week o FF (follow friday) o Pizza box autographed by all staff

httpinfohelpattackcom | helpattack | supporthelpattackcom

Reward Participation

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 17: Social Media Fundraising 101

Thank supportersdonors right away on social

media Its free and powerful

httpinfohelpattackcom | helpattack | supporthelpattackcom

Whats a free and easy way to keep supporters happy

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 18: Social Media Fundraising 101

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 19: Social Media Fundraising 101

httpinfohelpattackcom | helpattack | supporthelpattackcom

Real World Thank Yous

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 20: Social Media Fundraising 101

bull Provide inspiring stories about what donors are accomplishing with their giving o Susan just donated enough for 20 thanksgiving

meals Thank you bull Be personal bull Be specific Thanks for volunteering today Brian

more

httpwwwfuturefundraisingnowcomfuture-fundraising201202how-skimping-on-your-donors-can-make-you-lose-your-shirthtml

httpwwwbethkanterorgsay-thanks

httpinfohelpattackcom | helpattack | supporthelpattackcom

Best Practices for Thanking Donors

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 21: Social Media Fundraising 101

Grow Your Audience

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 22: Social Media Fundraising 101

bull Google Grants Ads bull YouTube Special features bull Hope140 Ads features bull LinkedIn Volunteerism

httpwwwgooglecomgrants httpwwwyoutubecomnonprofits httpswwwfacebookcomnonprofits httphope140orgcontact httplearnlinkedincomnonprofits

httpinfohelpattackcom | helpattack | supporthelpattackcom

Special nonprofit benefits

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 23: Social Media Fundraising 101

Who AXIS Dance Company Goal Get local likes Method 2 ads one general (website) one specific to Likes Cost ~$15day Results ~30 unique visitors day ~10 new Likes day httpwwwbethkanterorgfacebook-ads httpswwwfacebookcomaxisdancecomp

Facebook Ads

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 24: Social Media Fundraising 101

Use them when you bull need to jump start a new community bull need to quickly reach a specific audience bull have the budget

Be sure to bull Target by location demographics and interest bull Test your ads (try different versions) bull Invest in your landing pages

Or try sponsored stories

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Ads

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 25: Social Media Fundraising 101

bull Make it pretty o Timeline cover 850x315px o Add photos o Faces and heartbeats Your story not your logo

bull Pick the right name

o Hard to change after 100 Likes o Admin Panel -gt Help -gt Request a name change

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 26: Social Media Fundraising 101

bull Post the right stuff o Like other pages and tag them

[page name] FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo synopsis bull Encourage discussion

o Ask questions o Polls o Private messages

httpinfohelpattackcom | helpattack | supporthelpattackcom

Facebook Pages

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 27: Social Media Fundraising 101

Flickr Tumblr Pinterest

httpwwwsocialbriteorg20120216what-to-pin-and-what-not-to-pin-on-pinterest

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 28: Social Media Fundraising 101

Use Free Low Cost Tools bull Listen Hootsuite TweetDeck SproutSocial

Google Reader bull Measure Google Analytics Facebook

SocialBro Insights Feedburner TweetReach bull Manage Reminders Bookmarks Shortcuts

Buffer Tweriod Spend an hour creating social media online response guidelines for your organization Share the logins Its OK

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small to Medium Nonprofits

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 29: Social Media Fundraising 101

bull You can really know your supporters

bull Grow the right audience bull Easier to ask them for things

Try this Choose a random hundred and look at their profiles How did they find you Who are they Why are they following you What value

can you provide

httpinfohelpattackcom | helpattack | supporthelpattackcom

Smallness as an Advantage

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 30: Social Media Fundraising 101

bull Set appropriate goals bull Individual attention

o Tie individual donors to specific results o Personal thank yous

bull Get a leg up o Borrow an audience o Partnerships o Spend when appropriate

bull Long term investment

httpinfohelpattackcom | helpattack | supporthelpattackcom

Small Org Fundraising

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 31: Social Media Fundraising 101

bull $ per unique visitor o Divide total raised by Unique Visitors in google

analytics bull $ per staff hour

o Divide total raised by number of hours bull Click to share ratio

o How many people shared (+1 Like RT share) o How many people actually clicked on it

bull Donation page conversion rate o Divide number of donations by unique visitors

multiply by 100

httpinfohelpattackcom | helpattack | supporthelpattackcom

Metrics

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 32: Social Media Fundraising 101

httpinfohelpattackcom | helpattack | supporthelpattackcom

ROI

Return on Investment (ROI) The ROI of social media should be measured as a long term investment with compounding growth rather than a

short term balance sheet Where would you be without your email list today

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 33: Social Media Fundraising 101

bull Social media fundraising is far more similar than different from other fundraising

bull Sharing is critical o Make it visual o Make it specific

bull Focus on your foundation o General online donations o Supporter database o Create culture of listening amp openness

bull Then pick appropriate tools amp campaigns bull Try it measure it fix it repeat

httpinfohelpattackcom | helpattack | supporthelpattackcom

The Takeaway Slide (Wake up almost over)

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 34: Social Media Fundraising 101

bull FirstGiving bull Chirpify bull Causes bull HelpAttack

httpinfohelpattackcom | helpattack | supporthelpattackcom

Social Media Fundraising Tools

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 35: Social Media Fundraising 101

Share your pledge

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 36: Social Media Fundraising 101

Make a pledge

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 37: Social Media Fundraising 101

Cause + Specific campaign

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions

Page 38: Social Media Fundraising 101

Thanks for coming

Blog amp resources httpinfohelpattackcom Sign up httphelpattackcomaddcausesearch helpattack httpfacebookcomhelpattack (512) 934-2410

Questions