3 ways to use social media for fundraising
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3 Smart Ways to use Social Media for Fundraising
Presented at the Interna:onal Fundraising Congress –2013
WHO AM I?!• Former senior nonprofit fundraiser and
political consultant"
• Online marketing and communications specialist"
• Founded See3 Communications to merge video and the web for richer donor engagement experiences "
Email me – michael@see3.com ""
This presenta,on is only made possible because of the contribu,ons of those that think a lot about this subject. In par,cular, let’s thank:
Beth Kanter
Darian Rodriguez Heyman Lesley Mansford
Carie Lewis Carlson
Look them up on Slideshare and Google and see their awesomeness
You don’t have to look far to find people in fundraising who think social media is a waste of time. Is it a coincidence that most of those people are in the direct mail business? "
"
Direct Mail lands a punch to Social Media’s head
Well, they do have a point: Digital fundraisers have been talking about the decline and death of direct mail for a decade or more, but that’s not what’s happening. ""Direct mail produces dollars. "
"
AWESOME? OR STINKY?
Social Media for Fundraising
Why do organiza,ons use social media?
Unlike direct mail, which has the singular focus of fundraising and is a closed system that can be measured to the nth degree, social media is used for many reasons by organiza9ons: • Awareness • Customer Service • Advocacy • Counter nega,ve stories • Stewardship of exis,ng supporters • Fundraising • Understand consumer interest and behavior
In social media, lots of teams involved (press, marke,ng, programming) & lots of goals >> a lack of clarity, and a wide variety of ac,ons to take.
Let’s Look at Some
Numbers
2012 Nonprofit Social Media Benchmark Report This number doesn’t mean what you think.
This number represents the 12 month value of a donor that came in from Facebook across all dona,on sources. So donors who like are worth this much over 12 months. Of course only a frac,on of the likers on a page are actually donors. And, this is an average of averages across a select group of organiza,ons. So what does this really mean for you?
Source: M&R/NTEN e-‐benchmark study It’s useful to just look at the overall scale right now of social compared to other methods of reaching donors.
Source: Stanford Social Innova,on Review
Clearly, there is a connec,on between social media and people’s awareness of and connec,on to causes – even if the fundraising results are lagging.
And just as clearly, there is poten,al when someone learns about causes to get them more engaged, even if we don’t believe all these numbers we see from self-‐reported surveys.
Source: Waggener Edstrom Digital Persuasion Report
What Should You Do?
The lack of clarity in terms of what is possible should not become a lack of clarity inside the organiza,on about the amount of ,me we spend on social media. If learning is a goal, fine, but let’s set clear investment boundaries and have expecta,ons about what should happen – even if the goals lean toward experimenta,on.
Mul:channel Fundraising Peer-‐to-‐Peer Crowdsourcing
3 Places Social Media Works for Fundraising
Cura:on – Lead Acquisi:on
“I just got a keychain and address labels in the mail from you guys. Now that I see you pos,ng on Facebook and know you're legit, I'll be sending a
dona,on. Thanks for the work you do.” – Posted to Humane Society of the United States (HSUS) Facebook Page wall,
January 2010
Mul,channel Fundraising
How many more people are giving offline because of what they found
online? (next few slides courtesy of the HSUS)
Humane Society of US
• 1.7 million Facebook fans • 200,000 Twifer followers • 103% growth rate on Facebook from 2012 to 2013 • 93% growth rate on Twifer from 2012 to 2013 • $1 million raised on Facebook (life,me at the middle of 2013) • $200,000 raised per year on Facebook • 300,000 ac,ons per year taken on Facebook
The Human Society is one of the top NGO players on Facebook. So lets look at where the bar is set right now:
A donor is a donor • Start considering social media follows like
they are supporters – social CRM / moves management
• Consider match/append and other efforts to combine social media and email data to get a befer picture of who they are
• Build your efforts reasonably, don’t over-‐invest and expect high direct returns
• Ideal situa,on: Move online donors to offline – they will give more, higher life,me value
Use your fundraising skills and remember that new methods and mediums do not mean the core of what we know to be true is no longer true. It is!
Why Crowdfunding?
NOT a place for nonprofits. It is for the
arts and crea,ve projects. If you have a “cause,” they will reject
you.
The following slides are courtesy of Kickstarter
Indiegogo is a much befer plamorm for nonprofit projects. Here’s one, a museum dedicated to the life and work of Nikola Tesla.
This funding project got its real excitement and reach from a cartoonist. So this is an example of tapping into exis,ng online networks to fund projects.
Crowdfunding is not totally new. Donors Choose in the USA lets people contribute to specific US classrooms.
JustGiving has much of the peer-‐to-‐peer fundraising market in the UK and elsewhere, and is geong on this bandwagon of crowdfunding.
Razoo is a terrific plamorm in the U.S. for peer-‐to-‐peer fundraising.
Just Do It Fail Fast, Fail Forward
How to Launch
Advice from Darian Rodriguez-‐Heyman
Pick a Well-‐Defined Goal & Deadline
How to Launch
Beth Kanter
• Fundraiser to honor her father who passed away, suppor,ng Surf Rider Founda,on
• $5000 Goal • 2 Weeks to raise the money • Promoted through social media • Very specific. Time limited
Start End
Your fundraiser should look like this
promote
promote Deadline panic. Promote!
promote promote
Not like this
Fundraiser = Campaign
Start End
How to Launch Great advice from Razoo about trying to have a more even growth of your campaign.
Tell Your Story and Be Crea:ve
How to Launch
Beth Kanter used old photos and a virtual event to make her story s,ck and be crea,ve.
How to Launch Pick a PlaYorm Upload Content
An example from Razoo
Larger orgs say, we already have dona,on func,onality and are loathe to use yet another plamorm with yet another source of data …
But are you able to op,mize the important things? Befer to deal with moving the data over than deal with a bad process for the donor.
Images are Powerful…
How to Launch
Fundraisers with videos typically earn 4X more!
…Videos Even More So
How to Launch
Website
Widget
Social Media
Press Releases
Promote Your Fundraiser
How to Launch
You need to be all in on your campaign and use your reach on the website, social, press, etc …
Build momentum, then branch out
• Staff • Board of Directors • Key Influencers
• Donors • Your Social Network
• Volunteers • Friends
Start With Your Inner Circle
How to Launch
Don’t let your campaign be a surprise to your
closest cons,tuents. Bring them in early, give them tasks and goals to make it go into their networks.
Ask Clearly
Tie to Direct Impact “$10 provides 500 liters of clean drinking water to refugees in Somalia.”
“ ”
Don’t Be Afraid to Ask
How to Launch
Using Social Media
• Editorial Calendar • Facebook < 3 / Day • Twiier 1++ / Day • P2P Asks Are Key • Seed the Tip Jar
Using Social Media Plan for Success
On Facebook, frequency mafers, don’t go over 3 posts per day or you will lose people. On Twifer it is more like a moving river and you need to post more ouen.
• Mornings: 8 – 9AM • Lunch: 12 – 1PM • End of Day: 4:30 – 6PM • Nights: 9:30 – 11PM
• Weekends vs. Wednesdays!
Ac:ve Social Media Times
Using Social Media
• ? Vs. . • Media: Photos, Vids • Tag Everyone! • Emo:cons Rock! :) • Respond, Recognize & Retweet
ROI = Realiza:on of Influence
Using Social Media
Make sure you recognize people’s contribu,ons publicly. That creates “social proof” that this is something the prospec,ve donors want to be a part of.
= $10-‐$18
Share & Ask for Shares
Using Social Media
In peer-‐to-‐peer fundraising shares are valuable in increasing the campaign size
The Ask: 5 Minutes/Week
Form a Social Media Marke:ng Commiiee
Using Social Media
A great volunteer opportunity is to get people on the Campaign Commifee. You can send them a t-‐shirt, give them a ,tle and they will do amazing things for you
CELEBRATE! Thank Your Donors
• Announce when milestones are met • Send “thank you” notes • Show donors their impact
Thank Your Donors Stay In Touch
Beth Kanter’s Campaign – Results
• $5563 – 10% over goal in 2 weeks • 128 donors with 45% at suggested giving level of $25
• 43% gave more than suggested level, 12% less • 92% of people had STRONG ,es to Beth, almost none knew her father
• 85% of dona,ons converted through Facebook • Thanking donors individually triggered new dona,ons
• 95% of dona,ons through Razoo site, 5% mobile
Beth’s Lessons Learned • Set a realis,c goal • Don’t set minimum giu levels too low! • Use “Social Proofing” to get more donors • Offer many ways to par,cipate – this is a non-‐linear supporter journey. Sharing story, dona,ng, par,cipa,ng in event. Not a simple funnel in the age of control and info overload
• Find the influencers • Use promoted posts strategically • Honor your network’s crea,vity
CONTENT CURATION is the process of sor,ng through the vast amounts of content on the web and
presen,ng it in a meaningful and organized way around a specific theme.
The magic is in the framing of the story as much as the story itself. Just by changing ,tles Upworthy gets much more trac,on.
Can you do this?
See3 client Groundswell, part of Auburn Seminary in New York is doing this. And we just broke the internet with one story. Views and lists are growing.
hfp://www.groundswell-‐movement.org/
You have to start doing some things differently if you want to succeed on social media.
Take that Direct Mail!
So we didn’t quite knock out the Direct Mail folks, but it’s a work in progress.
E M A I L : M I C H A E L @ S E E 3 . C OM @M I C H A E L _ H O F F M A N
THANK YOU!!!
S E E 3 . C O M
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