Using Social Networking For Non-
Profit Fundraising
Eau Claire Chamber of Commerce
Social Media Fall Conference
9/29/2010
Steve Lubahn
General Manager
Supreme School Supply
Thanks to our Sponsors!
Session Overview• Background On Project• Tracking Brothers - Updating Database• Comparison - Social Media Platforms Used• Interaction Examples• Social Networking / Website Guidelines• Results Of Campaign To Date• Lessons Learned
Background• Lambda Chi Alpha – 200 Chapters Worldwide
– Fastest growing international fraternity
• Chapter Level Governance – Central Policies– No social media policies in place at start of
project in Fall, 2009
• Currently Over 120 Lambda Chi Alpha LinkedIn Groups
Iowa State Chapter Situation
• Iowa State Chapter – Web presence since early 2008– Experimented with Social Networking for recruitment– Facebook page for Gorevile Manor fundraiser– Membership drop in 2008, 30% of capacity Fall, 2009– Membership list out of date, limited valid emails– Immediate need to raise $36,000 for 2009-2010
school year from Chapter alumni
MyLambdaChi.com Website
• Member Database• Photo Gallery
– Heavy traffic section
• Website messaging system dropped in mid-2010– LinkedIn, Facebook more
effective
Tracking Down Members• Initial List Had Many Addresses Out of Date• Deceased Members Not Up To Date• Information Sources – Not Synchronized
– Chapter master List– Fraternity headquarters database– Chapter website database
• Master List Includes Address, Phone, Email– Prior to using LinkedIn, also included
employer / title
LinkedIn Group
Top ΛΧΑ Chapter LinkedIn Membership After 2 months!
LinkedIn Discussion Example
Group Messages Auto-post to Discussion Section
Sample LinkedIn Announcement
Only One Group Message Every 7 Days
LinkedIn Advisory Board Subgroup
LinkedIn Functions• Automatically Maintains Latest Contact
Information• Group Management• Group Announcements• Subgroups• Closed Groups – Block Members• Suggest Group / Invite Members • Extract Contact List (Tag by organization)• User Desired Sets Update Frequency• Job Postings
Use Of Connection Tags
LinkedIn Connection Suggestions
Home - Connection Suggestions
LinkedIn Connection Results
New Feature In September, 2010
Contacts Management /Export
Exported List In Excel
Automatically Maintain Connection Email, Company, Title, Location
LinkedIn Lessons• Try Not To Invite People To Join Group Via
Email Address– Add them as connections, than invite to join
group
• Be Careful To Invite The Correct Person!– Validate with school, graduation date,
location, etc.– Could be limited to connections with email
only
LinkedIn Connection Restriction
LinkedIn Limitations• Cannot Directly Share Photos / Graphics
– Recent change – allows images from webpage links in posting
• Searches Not A Strong As Facebook, Especially Common Last Names
• Only One Group Messages Per Week• Discussion posts drop off after 6 months
LinkedIn Results• Created Group On Oct. 22, 2009• 125 Members In Three Weeks
– LinkedIn Challenge Raised $1,500!– No. 1 Chapter group in 2 months
• Current Group Membership At 205– About 20% of known living members
• Exposed Students / Younger Members To Benefits Of LinkedIn Profiles– Reference opportunity for student officers
Facebook Group
Find Friends Via Email Accounts
Example Friend Finder Results
Friend Suggestions – Messages
Friend Suggestions–Photo Album
Facebook Functions• Easier To Get People To Accept Friend
Requests• Less Formal Than LinkedIn For Postings• Allow Pictures and Videos• Group Announcements• Closed Groups Allowed• Friend Suggestions w/ No. Of Mutual Friends• Status Shows Immediate Updates To Members• Also Using Facebook for Public Page – Gorevile
Manor Fundraiser
Facebook Lessons• Should Have Started With Facebook First• More Requests To Join From Non-members• Easier To Find People Not On Friends
List• Fast Messaging – Quicker Response
Than LinkedIn
Facebook Limitations• Cannot Use Subgroups• Facebook Page ≠ Group
– Not able to shorten URL for group– No usage stats for group
• Harder To Extract Or Manipulate Membership List
• Group Invite Only For Friends You Have On Your List – Or Need Email Address
Other Resources Used• University Alumni Association Online
Database– Contains about 50% of Alumni– Really helps to have full MIDDLE name
• Social Security Death Records Database• Whitepages.com, Superpages.com• Google search on first name+last
name+@ to find email addresses
The Wall Came Tumbling Down!
• Immediate Need for $14,000 In Donations For Retaining Wall And Sewer Connection Repairs
YouTube Video Of Retaining Wall Collapse
Member Announcements
Ray “Bubba” Sorenson • Named Redbook 2010
Hottest Husband• Paints Iowa Freedom
Rock - Greenfield, IA
Gorevile Facebook Page
Gorevile Manor Photo Album
Gorevile Manor Facebook Page
• Over 550 Fans• Photos Of Gorevile Manor• Times And Dates, Ticket Prices• Moderate Posts – These Are College
Students!• Also Need To Add Twitter Account• Raise about $2,500 - $5,000 per year for
local children’s hospital
Social Networking Guidelines
• Standard Names and Symbols• Group Administrators – Min / Max• Group Membership Administration• Define Function And Use Of Each Section• Messaging Frequency• Appropriate Content And Actions• Subgroup Definition
Campaign Results
0
10000
20000
30000
40000
50000
60000
70000
80000
Mar Apr May June July Aug
Future Pledge
Cash
Met $36,000 Need By End of July
77% of Campaign Goal After 6 Months!
Membership List Update Results
START OF PROJECT CURRENT STATUS
Deliverable Address - 800 Deliverable Address - 978
Deceased Brothers - 50 Deceased Brothers - 249
MIA Brothers - 220 MIA Brothers - 74
Number of Active Emails - 225 Number of Active Emails - 495
Website Directory Accurate Profiles ≈25%
Website Directory Accurate Profiles ≈75%
• Mailing Costs Reduced, More Targeted• Extensive Use Of Electronic Communications
Website Traffic Sources
Project Lessons Learned• Facebook Faster Method To Find Members• Designate A Leader For Communications
– Also “Basecamp leader” for connections
• Have Multiple Group Admins• Use Direct Mail To Promote Social
Networking Sites• Even With Common Bond, Still Difficult To
Get >10% Of Members Participating In Posts• Not Using Twitter – No Closed Membership
Project Lessons Learned• Brothers in 40’s, 50’s, 60’s on Facebook!• Limited use of traditional email by younger
generation– Facebook Facilitates Student Officer
Communications– Facebook messaging / chat more effective
• Expect Delays In LinkedIn Connection and Facebook Friend Requests– Up to 6 months to respond not uncommon
Questions?Steve Lubahn
General Manager
Supreme School Supply
608-323-3366, ext. 110
• http://www.linkedin.com/stevelubahn• http://www.twitter.com/stevelubahn
