40TH NA'AMAT USA CONVENTIONUsing Social Media: 11 Steps to Success

Rebecca Higman, Network for Goodwww.networkforgood.org | www.fundraising123.org

(These slides will be posted at www fundraising123 org/training!)(These slides will be posted at www.fundraising123.org/training!)

What I Want to Share with YouWhat I Want to Share with You• The case for online fundraising & outreach

(i l di j i t t )(including some juicy stats)• What is Web 2.0/social media anyway?• Absolutely essential guiding principles• What to do What to avoidWhat to do, What to avoid

Where we stand with online givingWhere we stand with online giving

Most giving is INDIVIDUALMost giving is INDIVIDUAL• Total giving estimated

at $307.65 billion

• Decrease of 2% from 2007 (first decline since 1987)

Source: Giving USA 2009g

Most giving is downMost giving is down

• 2009 giving down2009 giving down 9-11%

• Foundation giving• Foundation giving down 9-13% (Foundation Center(Foundation Center, GuideStar)

What’s the good news?What s the good news?

• Online giving up• Online giving up in 2009: 60% at NFG; about 20% for our average nonprofitnonprofit

Give online outreach a chanceGive online outreach a chance• It’s growing

Y i h 39 ld• Youngish: 39 year old donorsG Wh i $130• Generous: Who give $130

• Good for small orgs: Levels digital playing field fordigital playing field for small nonprofits

• Recurring giving: 20% gifts• Recurring giving: 20% gifts• Prevalent: 65% of donors

research onlineresearch online

What is Web 2.0 Anyway?And how do you feel about it?And how do you feel about it?

Brian Solis of PR 2.0

You can excel at thisYou can excel at this.

• Because youBecause you are already doing the mostdoing the most important part: the human partthe human part.

• This is about bonds notbonds, not wires.

FacesofMillions.com

My Definition of Web 2.0My Definition of Web 2.0

It’s about people wanting to be seen and heardseen and heard.

And to connect with others.

The Official Definition (thanks Wikipedia)The Official Definition (thanks, Wikipedia)

“Web 2.0 is a living term describing changing trends It does not refer to anchanging trends… It does not refer to an update to any technical specifications,

but to changes in the ways (people)but to changes in the ways (people) use the Web.”

Brian Solis of PR 2.0

Someone for everyoneSomeone for everyone

No, Seriously: EveryoneNo, Seriously: Everyone

Very Human Needs at Work HereVery Human Needs at Work Here1. To be HEARD

2. To be CONNECTED to others

3. To be part of SOMETHING GREATER THAN THEMSELVESTHEMSELVES

4. The security of TRUST

We have to change our paradigm (we’re not in charge anymore!)

Web 1.0:

(we re not in charge anymore!)

Web 1.0:Launch and walk awaywalk away

W b 2 0Web 2.0:Engagement!

A little scary, a lot wonderfulA little scary, a lot wonderful• Not about them

coming to us

• No control• No control

• No mothership (Clay Shirky)

• New• New messengers

We need to engage.We need to engage.• Because it is close to pervasive

• Because it is powerful – relationship and conversation based

• Because it puts word of mouth on steroids

• Because the price is right (though the time• Because the price is right (though the time investment is considerable)

B th i i t• Because there are many amazing, passionate, mobilized people! You have an army of Davids.

Most nonprofits are now at least dabbling in social networkingdabbling in social networking

Of charities surveyed….y• 74% have a presence on

Facebook, average it i i 5 391community size is 5,391

• 80% are committing at least ¼ of an employeeleast ¼ of an employee

• 30% have built one or more house socialmore house social networks

Source: Common Knowledge and ThePort Network Study

What You Can Do

1. Recognize There’s No Magic Buttong g

Answer 4 Questions When Asking for Actiong• Why me?• What for?• What for?• Why now?• Who says?

“Broken Button”Fotofigg, Flickr

2. Listen + Build Trust Over Time(and be authentic!)

From a presentation by Charlene Li, author, Groundswell

3. Define Your Desired Outcome3. Define Your Desired Outcome• Who are you trying to reach?

• What do you want them to do?

Do some basic marketing planning• Do some basic marketing planningand set some goals

4. Decide if Social Networking Will Get You ThereGet You There

• Don’t put the cart b f th hbefore the horse

5. Borrow Your Tools5. Borrow Your Tools• Social networks

Change.org SixDegrees

• Widgets

Blogs• Blogs

6. Find Your Wired Fans6. Find Your Wired Fans

Wired fundraiser noun (wīr’d fŭnd'rā'zər)Someone who is relatively tech-savvy, spends a decent amt. of time online, p ,and has a built-in network.

• Word of mouth maven• Emotional connection, passionate• Active connecters, sphere of influence• Could be new to fundraising or dabblers• Could be new to fundraising or dabblers• Tech savvy• Young 20-40yrs

7. Think Like the Marine Corps7. Think Like the Marine Corps• The few the proud

• Not every wired person is a champion

5% of your donors might be über activists• 5% of your donors might be über-activists

8. Crawl before you run8. Crawl before you run• Listen first

• Set small, simple goals so you know if you are succeeding (or not)are succeeding (or not)

• Have a qualified staff member who can commit the time – and give them a policy

9. Have a PolicyEngage in a discussion -- policy creation process itself

k thi k d i d t di t ff

9. Have a Policy

makes you think and increase understanding among staff

• Be clear upfront• Be clear upfront• Address who responds to conversation and how• Protect your brand by training your staff/volunteersy y g y• Identify which platforms you get active on, and how?• Specify the types of social media that is ok to do at work• Consult sample policies

Based on guidelines from Beth Kanter and Nancy Schwartz

10. Measure and Monitor10. Measure and MonitorNigel: "What we do is if we need that extra push over theneed that extra push over the cliff, you know what we do?"

Marty: "Put it up to eleven."

Nigel: "Eleven. Exactly. One louder."

Marty: "Why don't you just make ten louder and make ten be the top number and make that a little louder?"make that a little louder?"

Nigel: “[pause] These go to eleven."

How are you doing vs. goals?Engagement & Reach Earned Media

How are you doing vs. goals?

•Page Impressions, Visits, Unique Visitors

•Time Spent, Pages per visitor

•Emails opened click-throughs

•Offline media mentions

•Online media mentions

h i ibili•Emails opened, click throughs

•Videos viewed, audio plays

Word of Mouth•Higher search results

•Greater search results “share”

Search Visibility

•Number of Mentions, Posts, Comments

•Recommendations

Word of Mouth Greater search results share

•3rd party results

Research•Mentions-per-user

•Send This To A Friend

•Inbound links

•Customer/stakeholder feedback

•Product sampling

Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com

11. Plug in your supporters11. Plug in your supporters• Add an area to your website

– Starter text

– Images

Vid li k– Video links

– Testimonials

K l f i t• Keep people aware of upcoming events

• Thank people and give regular updatesp p g g p

We are NOT the best messengers

• 76% of givers are motivated by friends and g yfamily, says Cone

• 65% of internet users trust friends and user65% of internet users trust friends and user forums more than any other media*

• It’s okay to relinquish control of the message• It s okay to relinquish control of the message • These people are experts at speaking about

o r ca se to their friends and familyour cause to their friends and family

Source: TNS Media Intelligence Survey, eMarketer

What NOT to Do: 6 PitfallsWhat NOT to Do: 6 Pitfalls

• Trying to control itTrying to control it• Going wild west – get ground rules!

T ki lf i t t ti l• Taking a self-important, promotional “broadcast” approach

• Seeing dollar signs only• Failing to set goals – do what with whom?g g• Quitting when we mess up – they are

lessons not mistakeslessons, not mistakes

Questions + ResourcesQuestions ResourcesNot online yet? Partner with Network for Good this month to lock in low rates for online fundraising and email marketing!online fundraising and email marketing!

888.284.7978 x1 to speak with your local rep( il f d i i 123@ t kf d )(or email fundraising123@networkforgood.org)

Other Resources:Learning Center www fundraising123 orgLearning Center – www.fundraising123.org

Free Training – www.nonprofit911.org

Rebecca Higmanrebecca.higman@networkforgood.org

AppendixAppendix

• 10 Ways to Amp Up Your Website10 Ways to Amp Up Your Website• 11 Ways to Amp Up Your Donate Page

9 W t A U Y E il O t h• 9 Ways to Amp Up Your Email Outreach

The 10 Ways to Amp Up Your WebsiteThe 10 Ways to Amp Up Your Website

1. An emotionally engaging image or statement1. An emotionally engaging image or statement2. A 2-second statement that instantly conveys

who you are and what you doy y3. Clear, intuitive navigation4 A quick case on why you’re an organization that4. A quick case on why you re an organization that

visitors should want to support5. A quick way to capture people whose interest 5 qu c ay to captu e peop e ose te est

has been captured (like an email signup)

The 10 Ways to Amp Up Your Website

6. A big donate button for people ready to give

The 10 Ways to Amp Up Your Website

6. A big donate button for people ready to give7. Third-party endorsement from a rating

organization or trusted sourceg8. Information on where donations go9 Engagement opportunities9. Engagement opportunities10. Portable elements and social media links

11 Ways to Amp Up Your Donate Page11 Ways to Amp Up Your Donate Page

1. One clear call to action on your donate form1. One clear call to action on your donate form (Donate! Or, become a member!)

2. Compelling yet brief copy on the donation form p g y pythat emphasizes your mission is critical

3. Copy is in a font size that is easy for people py y p pover 50 to read

4. Recurring gifts well positioned5. Short donation forms – the more fields to fill out,

the higher the abandon rate.

11 Ways to Amp Up Your Donate Page

6. Automatic email tax receipts once the gift is made

11 Ways to Amp Up Your Donate Page

p g7. Opt-in for hearing from you again/email sign-up8. The ability to place web analytics on your form so y p y y

you know what people do when they’re there9. The ability to set and test different donation

tamounts10. Options to accept recurring gifts11 Tell a Friend11. Tell a Friend

9 Ways to Amp Up Your Email9 Ways to Amp Up Your Email1. Does your subject line entice readers to open?y j p2. Are you making the most of the preview pane?3. Is your email easy on the eyes?y y y4. Does the message come through, even if the

images don’t?5. Does this email have a personal touch?

9 Ways to Amp Up Your Email9 Ways to Amp Up Your Email

6. Are you being CAN-SPAM compliant?6. Are you being CAN SPAM compliant?7. Do you have permission to email everyone on

your contact list?y8. Are you incorporating what you learned from

your last email campaign?y p g9. Have you tested any part of your email

message?