Social Media Fundraising (Presented at #CincyNonProfit / Nonprofit Summit)

Ehren Foss@[email protected]

Social Media Fundraising: What, Why, and How

http://info.helpattack.com | @helpattack | [email protected]

Who are we?


On Twitter? #CincyNonProfitI am giving $0.25 to the NTEN each time you use this hashtag, so use it!

http://tweetchat.com/room/cincynonprofit

http://helpattack.com/joinme/3533



http://helpattack.com/joinme/3533


You can fundraise on social media• Without a million followers• Without a post from Justin Bieber• Without adding another job to your day

• Social media vs. email fundraising• Goals and groundwork• Tactics & strategy: How can smaller

organizations find success?


Getting there

Similarities• Why people give• Conversion rates• Who > How Many• Storytelling


Social Media vs. Email

Differences• How do people

share?• How do friends ask

friends?• Conversation

Wait, what am I supposed to do?

It's broken in IE7 :-(

Sorry, I'm broke this month.You're asking for too many Facebook permissions!

Actually, I hate puppies.

Yeah, I'll donate - whoa top 10 'Mad Men' quotes? [click]

Oh well, battery just died Ugh, this is a long form.

Jeez, how many pages is this signup?

What's an App?

I just retweeted something about homelesness like, yesterday

Great, I gave online and now they are killing trees

Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDH



• Free Arts NYC– 1,200 on FB, 700 on Twitter– Unique visitors: 291 / 1,900 = 15% (25x better)– Pledges: 26 / 1,900 = 1.3% (16x better)

• Driven by Retweets & Sharing

• Shareable and Instant: o Kony 2012, Rush Limbaugh, Chris Brown...

• Dialogue: o Komen and Planned Parenthood

• 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."


• Audience is crucial: Who > How Many• Experiment, test, and improve• Move donors up engagement ladder: Stewardship• "House File" is crucial: Supporter Database• People give because:

o People they know giveo There's an immediate needo They are asked

People give to faces and heartbeats, not

statistics!

More similar than different

• Know your potential donorso Made easier by apps, passive data collection

• Make them feel specialo Easy, and free, to do on social media

• It's $10, not $10K, but the same model can work

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

Social Media vs. Large Gifts

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

o Leverage a special event, celebrity ambassadors, corporate sponsors

• Thank donors!


What are best practices for social media campaigns?

1. Get 10 new donors2. Learn who they are3. Thank them individually

o Not with direct mail4. Follow up

Ten donors giving $25 per month all year is an extra $3,000. Not bad!


What are realistic goals?

About 6 hours of work over 6 weeks.

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

• 1 hour to invite other stakeholders & discuss• 1 hour to ask partners or super-supporters to help spread the word• 30 minutes to write a blog post• 30 minutes to include in an email to your list• 2 hours of monitoring social media• 1 hour to download reports and upload into your supporter database


What time and effort are needed?

Good.• "Did you know you can

donate by..."• Please give to support the

Animal Rescue Organization

• Please share!• We're trying to raise $25k

this year.

MessagingBetter• Matching deadline today -

Donate now! • Save this homeless dog

today. All it takes is your $5 donation

• Donate, THEN share!• We're trying to raise $250

from our Facebook fans *today* We're only 3 donations away!

http://www.nonprofitmarketingblog.com/ http://johnhaydon.com

http://www.nonprofitmarketingblog.com/

http://johnhaydon.com/

• Earth Day, Valentines Day, event• …or create one! #oceangiving

http://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgiving

Use it: Leverage a Special Event

http://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgiving

• Celebrity ambassadorso Local & personal are best!

• Corporate sponsors• Local media, previous supporters

Use em': Partners, Advocates

http://scr.bi/JUUCFo

http://scr.bi/JUUCFo

• Reward participation

o “Like” for a chance to win…o Submit a picture for a chance to win…

• Nonmonetary gifts o Facebooker of the weeko #FF (follow friday)o Pizza box autographed by all staff


Reward Participation

Thank supporters/donors right away on social media. It's free and powerful.


What's a free and easy way to keep supporters happy?


"Thanks Mackenzie!"

https://www.youtube.com/watch?v=9dDw_BNdt0g


“Thanks @HuntForKatie!”

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

meals! Thank you!"• Be personal• Be specific: "Thanks for volunteering today Brian!"

more: http://www.futurefundraisingnow.com/future-fundraising/2012/02/how-skimping-on-your-donors-can-make-you-lose-your-shirt.html

http://www.bethkanter.org/say-thanks/


Best Practices for Thanking Donors

http://www.futurefundraisingnow.com/future-fundraising/2012/02/how-skimping-on-your-donors-can-make-you-lose-your-shirt.html

http://www.futurefundraisingnow.com/future-fundraising/2012/02/how-skimping-on-your-donors-can-make-you-lose-your-shirt.html

http://www.bethkanter.org/say-thanks/

Grow Your Audience

• Google Grants: Ads• YouTube: Special features• Hope140: Ads, features• LinkedIn: Volunteerism

http://www.google.com/grants/ http://www.youtube.com/nonprofits https://www.facebook.com/nonprofits http://hope140.org/contact http://learn.linkedin.com/nonprofits/


Special nonprofit benefits

http://www.google.com/grants/

http://www.youtube.com/nonprofits

https://www.facebook.com/nonprofits

http://hope140.org/contact

http://learn.linkedin.com/nonprofits/

Who: AXIS Dance CompanyGoal: Get local likesMethod: 2 ads one general (website) one specific to LikesCost: ~$15/day

Results: ~30 unique visitors / day~10 new Likes / day

http://www.bethkanter.org/facebook-ads/https://www.facebook.com/axisdancecomp

Facebook Ads

http://www.bethkanter.org/facebook-ads/

https://www.facebook.com/axisdancecomp

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

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

Or try sponsored stories...


Facebook Ads

• Make it prettyo Timeline cover: 850x315pxo Add photos o Faces and heartbeats: Your story, not your logo

• Pick the right nameo Hard to change after 100 Likeso Admin Panel -> Help -> Request a name change


Facebook Pages

• Post the right stuffo Like other pages and tag them

"....@[page name], FB will auto-complete Build informal partnerships

o Paste URLs for automatic photo, synopsis• Encourage discussion

o Ask questionso Pollso Private messages


Facebook Pages

Flickr, Tumblr, Pinterest

http://www.socialbrite.org/2012/02/16/what-to-pin-and-what-not-to-pin-on-pinterest/

http://www.socialbrite.org/2012/02/16/what-to-pin-and-what-not-to-pin-on-pinterest/

Use Free / Low Cost Tools• Listen: Hootsuite, TweetDeck, SproutSocial,

Google Reader• Measure: Google Analytics, Facebook Insights,

Feedburner, TweetReach• Manage: Reminders, Bookmarks, Shortcuts

Spend an hour creating social media / online response guidelines for your organization. Share the logins. It's OK!


Small to Medium Nonprofits

• You can really know your supporters

• Grow the right audience• 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?


Smallness as an Advantage

• Set appropriate goals• Individual attention

o Tie individual donors to specific resultso Personal thank yous

• Get a leg upo Borrow an audienceo Partnershipso Spend when appropriate

• Long term investment


Small Org Fundraising

• $ per unique visitoro Divide total raised by "Unique Visitors" in google

analytics. • $ per staff hour

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

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

• Donation page conversion rateo Divide number of donations by unique visitors,

multiply by 100.


Metrics


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?

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

• Sharing is criticalo Make it visualo Make it specific

• Focus on your foundationo General online donationso Supporter databaseo Create culture of listening & openness

• Then pick appropriate tools & campaigns• Try it, measure it, fix it, repeat


The Takeaway Slide (Wake up! almost over!)

Thanks for coming!

Blog & resources: http://info.helpattack.com

Sign up: http://helpattack.com/addcause/search

@helpattackhttp://facebook.com/helpattack(512) 673-7254

Questions?

http://helpattack.com/addcause/search

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http://facebook.com/helpattack

Social Media Fundraising (Presented at #CincyNonProfit / Nonprofit Summit)

Self Improvement

Transcript of Social Media Fundraising (Presented at #CincyNonProfit / Nonprofit Summit)