new media strategies for nonprofit outreach and fundraising
DESCRIPTION
Presented by Sarah McMaster, MWCC Director of Marketing & New Media during the Mount Wachusett Community College Center for Civic Learning and Community Engagement's Non-Profit Collaborative Fundraising Mini-Conference, held November 1, 2013. The Road From Here: Fundraising in the New EconomyTRANSCRIPT
New Media Strategies for
Outreach & Fundraising
Sarah McMaster
Director of Marketing & New Media
Mount Wachusett Community College
Fundraising: Reframed?
• Outreach as an outcome of research – Process of identifying who in your service area
aligns with mission
• Affinity as an outcome of outreach – Process of interesting potential stakeholders in
your mission, services, activities
• Fundraising as an outcome of affinity – Process of building relationship and involvement
Fundraising: Re-framed?
• Mission alignment
Research
• Educate
• Inform Outreach &
Communications
• Empathy
• Support Build Affinity
• Fundraising
• Volunteering Involvement
Mission
Governance
Strategic Planning
Fundraising
Events
Outreach
Public Relations Social Media
Membership
Creating a Plan
We need to understand your organization
• what are the key attributes?
• What impact?
Who is your prospective stakeholder?
• is there a typical profile/demographic?
What are potential communication
channels?
• specific associations
• Community events
• specialized publications
Driving Key Actions: Conversion Funnel
Social Media
Website
Fundraising Page
Donation!
Fundraising 2.0 Audience Medium Key Action
Current Members Member e-newsletter Membership Renewal
Board & Committee members
Meetings & email marketing
Time, Talent, Treasure
Prospective Members
Current Donors In-person Continued giving
Prospective Donors - Gen Y Kickstarter Donations for XYZ project
Prospective Donors -Boomers
“Town hall” events Inclusion in Estate Planning
Prospective Donors – Gen x Facebook Donations & Engagement
Volunteers Twitter Workday attendance
Online Ambassadors Facebook Share online content
Components of a Good New Media Fundraising Campaign
• Social sharing
• Online transactions
• Real-time
• Mobile-friendly
• Back-end metrics
• Low overhead/resources
Crowdsourcing/Crowdfunding
Services like:
• Kickstarter
• GoFundMe
• Indiegogo
• Crowdfunder
• RocketHub
Kickstarter
• Project based
• Arts culture, technology
• 5% fee structure
• Connect directly with funders
• Limitations are outlined: http://www.kickstarter.com/help/guidelines
Next Steps
• Review website
• Do audience segmenting
• Assess conversion funnel user experience
• Identify new strategies
• Tell your story
Review
Assess
Adjust
Review website
Does it communicate our mission?
Is it easy to use?
Focus groups
Is it mobile friendly?
Can visitors make a donation?
Do audience segmenting
Who are your stakeholders really?
Is there a good way to group them in terms of interests?
Affinity?
Services?
Demographics?
Assess conversion funnel user experience
How do you get there?
How many clicks?
How many barriers?
What is required v. optional information?
What is the overall experience?
Identify new strategies
Are you extending your reach with social media? Feeding the funnel?
Can you pilot a crowd funding initiative?
Communicate with segments in more personalized ways?
Are you measuring? Who will want to know?
Tell your story
Back to basics
Cultivate ambassadors
Use images & video to show your story
Tell your story using every means within your capacity
Resources
• Content Creator
– Storytelling
– Photography
– Video
• “Techie”
– Dashboards
– Reporting and data
