social media and fundraisng - are you prepared?
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Social Media and Fundraising
Are you prepared?
Evelyn So24th February 2011
2Integrative Digital Thinking™
> 1 way to look at something
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Individual Solicitation
Direct Mail
Telemarketing
Special Events
Earned Income
Capital Campaigns
Corporate
Grants
Raffles
Memberships
Planned Giving
Memorials
Established Methods
Integrative Digital Thinking™
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Individual Solicitation
Direct Mail
Telemarketing
Special Events
Earned Income
Capital Campaigns
Corporate
Grants
Raffles
Memberships
Planned Giving
Memorials
Technology Evolution
… …Integrative Digital Thinking™
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Individual Solicitation
Direct Mail
Telemarketing
Special Events
Earned Income
Capital Campaigns
Corporate
Grants
Raffles
Memberships
Planned Giving
Memorials
Social Media – New!
… …Integrative Digital Thinking™
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Individual Solicitation
Direct Mail
Telemarketing
Special Events
Earned Income
Capital Campaigns
Corporate
Grants
Raffles
Memberships
Planned Giving
Memorials
Only go where the crowds are?
… …Integrative Digital Thinking™
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This is ONE way to look at it.
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Time management
Resource overload
Content duplication/creation
… and more
Why am I doing this &#%)$&*&??!!
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Here’s another way to look at it.
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A real life story…
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Sarah K.
Jennifer H.
Brenda D.
Sarah K.
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It’s not about 1-way telling
It’s about the Experience“Social” is a big part of the
experienceI was never approached!
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So how? Let’s look at the basics, again.
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The Basics
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Individual Solicitation
Direct Mail
Telemarketing
Special Events
Earned Income
Capital Campaigns
Corporate
Grants
Raffles
Memberships
Planned Giving
Memorials
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The Organization
Performance ReviewWhat’s working? What are your competitive advantages?What’s not working, what are the painpoints?What’s costing time, money, headaches?
Preparedness ReviewBrandTechnologyContentOperation
Social Media StrategyWhy Social Media?Can Social Media help? How? When?What’s the measurement of success?How does it tie into the whole operation?
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Brand
What’s your Persona?
What’s your Digital Persona?
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What do people say about you?
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Content
Creation
Management
Inventory
Format
What content for the social space?Tip – what’s your STORY?
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Operation
Processes
Social Media Policies
Budget
Resources
Can your operation support this?
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Social Technology
Support
Maintenance
Capability
Compatibility
Finally, which platforms?
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It’s a business decision that requiresStrategy, Tactical Planning, Execution,
Management and Measurement
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The Target
Do you know…Who you HAVE reached?Who you WANT to reach?
Preparedness ReviewDefine targets/influencersMonitorFindConnectNurtureGrow from 1-to-1 to a tribe
Are you sure about your answers to those questions?
Do you know…How people experience your organization?What people are talking about you?
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A different way to look at the picture…
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… from your target’s perspectives
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User-Centric View
EXPERIENCE
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Stages of Engagement
Involvement
Ambassador
Trust
Enthusiasm
Knowledge
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It’s not just about reaching targets
It must start from defining, finding….
… connecting … nurturing…
…all the way from 1-to-many…
…to achieving a tribe of ambassadors
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I hope you are ready to look at, prepare for, and apply Social Media in a new way.
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And now onto Paul Dombowsky’s presentation on Crowdfunding
Integrative Digital Thinking™
Evelyn.So@Noesium.com
Integrative Digital Thinking™
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