Social Fundraising 101:!
How to Jumpstart !Your Social Fundraising Campaigns !
Today
1. Why Social Fundraising?!
2. How to Launch a Campaign!
3. Top 5 tips!
$300 Billion!donated by individuals each year in the US!
Source: 2008 Chronicle of Philanthropy
Online Giving is on the Rise
13% 35-55%
2010 giving
2010 growth rate
Source: 2010 Blackbaud, 2010 Giving USA n.b.: “large” non-profits growing online giving at 55%
online giving
People !ask People !to give. !
Social! changes everything…!
Psychology of
Engagement
Happy people
give more.
Giving makes people happier.
Oppenheimer & Olivola (2010), Isen & Levin (1972), Aderman (1972), Harris & Huang (1973), Kazdin & Bryan (1971), Isen, Horn & Rosenhan (1973), Konow & Earley (2008), Wang & Graddy (2008), Williams & Shiaw (1999), Batson (1987, 1991), Cialdini (1987), Plato, Aristotle, Bible, Torah, Koran, etc. etc….
How it Works
The most important thing:
Launch - Don’t aim for perfection… You have to launch
a campaign and learn from it!
- You get a 2nd, 3rd, and even 30th chance to make a 1st impression
Case Study
Dec Jan Feb Mar Apr Nov
Test Campaign: $3,995
Japan Campaign: $18,045
Annual Campaign: Target: $125,000
Social Donation
Every supporter was asked to recruit her neighbor, boss,
co-worker, friend…
Results
=!136!Gifts"
17,053 Impressions
Results
+ =!$12,300 $18,695
52% increase in donation yield…
Social-Multiplier Cycle
Your Launch Plan
The Basics
Step 1: Pick an objective!
People “give through,” not “to”!
example…! “We are raising $22,500 by October 15 for a
new classroom at our Buwaidhaa school in Sudan… This means educating 30 more students!”!
The Basics
Step 2: Sanity-check your target!– Is your date less than 3 months out?!– Is your $ target achievable?!
# of supporters !!2% response rate (historical actuals)!
!$75 average donation!
!1.5 social multiplier!
X
X
X
10,000 supporters
$22,500
example… formula…
The Basics
Step 3: Set giving levels!
– Make them meaningful!• $50 buys 10 used textbooks!• $500 sponsors one child through graduation!• $5,000 sponsors a classroom of 30 students!
Remember… !People give “through,” not “to”!
The Basics
Step 4: Upload content on Fundly!
Pick a short video
Use pictures with human faces
Keep text to a minimum
Launch!
Step 5: Send out an email!– Use your existing list!– Use the strategy you already built!
• Target: “We are raising $22,500 by October 15…”!• Objective: “This will allow us to open one new classroom…”!
– Make the email personal—address it from you!– Send personal update emails once per week!
Launch!
Step 6: Facebook!– Share with your personal network once per week!
• Make it personal!– “Join me in building a school! We are 50% of the way to
adding a classroom for 30 kids in Sudan”!
– Post to your Facebook Fan page daily!• Ask questions!
• Provide updates !!
Launch!
Step 7: Twitter!– Tweet 2x per day - Lunchtime and quitting time!– Use hashtags!– Retweet!
Launch!
Step 8: Recruit help!– Get your top supporters to set up their own pages!
• Think: board members, volunteers, celebrity endorsers, partners, etc.!
– Rinse and repeat: the bigger the team, the better the results!
Launch!
Step 9: Embed on your site!– Get your webmaster to embed the donation form on
your own website!• As easy as embedding a YouTube video!
– Make sure all channels of communication are aligned for the duration of your campaign!
• Email!• Direct mail!• Website!• Social networking!
Victory
Step 10: Celebrate!!– Announce your milestones!– Post updates to Facebook and Twitter, encouraging
continued donations!– When your goal is reached, shout it from the rooftops!!
• People like to be part of a winning team!• Thank them for their support and they will support you again!• Where possible, provide evidence of the difference the money is
making (on-the-ground photos and video)!
Top 5 Tips
1. Start with your current supporters!2. Do not be shy!3. Make a direct ask!4. Tell donors what their money will do!5. Align all channels!