attracting donors

Attracting DonorsCentral Penn College

Education Foundation Presentation

with Rachel Strellawww.strellasocialmedia.com

Fundraising is… a relationship business!

Social media myths

Social media mythsIt’s a broadcast outlet

Social media mythsIf you build it, they will come

Social media mythsAnyone can do it!

Social media mythsA plan is not necessary

Social media mythsIt will generate immediate $$$

Marketing in the social world


The sales funnel before social


The sales funnel in transition


The sales funnel after social

Marketing in the social worldAs it relates to fundraising,

social media can…

Increase awareness + Build/enhance relationships +Along with consistency & time = Steady steam of qualified prospects engaged in our cause!


The top tiers for the Foundation

Principals for success

Principals for successKnow your goals


Awareness of the Foundation Higher engagement among CP

students, scholarship recipients, and prospective donors

Driving attendance at an event Developing/strengthening

relationships with donors

Principals for successKnow your audience


Start with current donors – who are they? Why did they donate?

Be specific – identifying key similarities to help us define our target audience

Principals for successMake key associations

Principals for successMake key associations

In the book, Pitman identified three criteria for finding donors:

Capacity to give Philanthropic nature Interest in the cause or organization

Principals for successDetermine your message


150 million of the 1

billion people that use

Facebook are connected

to a cause or non-profit!

Users are there to connect with other people – and they share what’s important to them.

Many non-profits fail to make this connection!


We must reach people on an emotional level!

Principals for successRally the troops

Principals for successRally the troops: Alpha Audience

Principals for successIntegration

Principals for successIntegrate: Connect F2F with online

Integrate: Eliminate silosPrincipals for success

Integrate: Existing marketingPrincipals for success

Integrate: Existing marketingPrincipals for success

Highlight key donors and ‘tag’ their business page or mention their Twitter handle

Add social media icons to Foundation direct mail pieces, brochures and newsletters

Cross-reference Foundation channels in profiles (ex: Customize a LinkedIn website to include the Foundation website)

Add social media icons to the signatures of all Foundation staff

Principals for successIntegrate: Include live interaction

Principals for successIntegrate: Events

Integrate: PartnershipsPrincipals for success

Principals for successMeasure progress

Principals for successDedicate resources

Creating a realistic and sustainable action plan

The Foundation planWho will be involved? Should we

create a subcommittee?

The Foundation planSubcommittee

The Team One person from each of our four strategic

operating committees A staff member A student - perhaps from SGA or a student clubThe Responsibilities An initial meeting An action plan meeting A quarterly meeting

The Foundation plan

The initial meeting: fill the toptiers of the sales funnel

Awareness How can we use online resources to generate

awareness of the Foundation and its mission? What types of content marketing will help to

educate prospective donors, and perhaps even overcome objections before they happen?

How can we integrate social media into all facets the organization?

The Foundation plan

The initial meeting: fill the toptiers of the sales funnel

Relationships How can we use social media for prospecting,

connecting and outreach? How can we use the web to strengthen the

Foundations’ relationships with donors and prospective donors?

Should we consider an exclusive online community for donors to connect with one another?

The Foundation plan

The action plan

The Foundation plan

Git ‘er done

Individual action plan

What we can do today!


Audit social profiles


Connect!


Review your connections

Individual action planIncorporate live interaction

Fundraising is a relationship business…

Questions

Rachel StrellaOwner, Strella Social Media

Website:www.strellasocialmedia.comEmail: [email protected] Twitter:@RachelStrella