TRANSLATING “LIKES” INTO ENGAGEMENT Mobilizing a Community to Show Up.

WHAT DOES ENGAGEMENT LOOK LIKE?

Social Media Actions “Like” “Share” “Comment” “Retweet”

Nonprofit Actions Volunteering Donating Attending an event

ARE FUNDRAISING EVENTS EFFECTIVE?

73%

21%

6%

Nonprofit Revenue Sources

Government Contracts and feesContributions, gifts and grantsSpecial events, net sales from goods, rental income

“The average charity spends $1.33 to raise $1.00 in special event contributions”

(Charity Navigator, 2007)*According to the National Center for Charitable Statistics (2012)

SO WHY BOTHER WITH EVENTS?Special Events can:

Build and deepen relationships with supporters

Provide an opportunity to bring in new donors and introduce them to the organization

Generate publicity and awareness around a cause

For a nonprofit organization, building visibility in the community is crucial to successful fundraising

SO… WHAT DOES SUCCESSFUL FUNDRAISING LOOK LIKE TODAY?

“Fundraisers create the bridge between the mission and the marketplace” (Duronio and Temple)

TODAY’S DONOR WANTS: More control and flexibility,

Giving on their own time and

Link to it with the online tools that are available.

*David Hessekiel of Peer to Peer Professional Forum

ALS ICE BUCKET CHALLENGE

WHAT WERE THE INGREDIENTS OF THE ALS ICE BUCKET CHALLENGE MAGIC SAUCE?

• Grassroots idea

• From a couple people who were affected by the disease

• Perfect storm: • Right situation• Right idea• Right time• Right people• Right medium

People are shaving their heads for childhood cancer research,

Donors are cracking eggs on their heads in memory of a friend who had diabetes,

Throwing pies in their face for suicide prevention

Growing mustaches for men's health

SHIFTING LANDSCAPE The dramatic shift in styles of

fundraising, and their relative effectiveness is keeping many nonprofits on their toes, encouraging innovative and memorable experiences for the donor.

FUNDRAISING TRENDS: ICE BUCKETS VS. WALKATHONS

In 2014, the 30 largest walkathons and similar events raised $41 million less overall than they did the year before.

The ice bucket challenge fundraising idea spread widely, with millions of videos posted on social media of throwing cold water on his or her head — raising more than $220 million.

THE ANNUAL HUMAN RACE WALKATHON & FUN RUN

2011 2012 2013 2014180,000

190,000

200,000

210,000

220,000

230,000

240,000

Total Amount Raised

Total Amount Raised Linear (Total Amount Raised)

WHAT DOES THAT SHIFT LOOK LIKE FOR US?

• Rally influencers• Host free unique memorable events • Tool-based listening

RALLYING INFLUENCERS

FREE MEMORABLE EVENTS

TOOLS WE USED FOR LISTENING, MONITORING AND ENGAGING 

HUMAN RACE 2014 V. 2015In 2014, we raised over

$202,000

In 2015, raised over:

$247,000

DEVELOPING A STRATEGY FOR YOU

DEVELOPING A STRATEGY FOR YOU

Complete an overall assessment What are you doing well? Where are you falling short?

Source: http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ and http://www.socialbrite.org/2012/02/15/the-7-elements-of-a-social-media-strategic-plan/

DEVELOPING A STRATEGY FOR YOU Set your goals

Spell out your organizational goals from ED level to key stakeholders and decision makers

What does your impact look like? Where do you want to be six

months from now? A year from now?

Source: http://www.socialbrite.org/2012/02/15/the-7-elements-of-a-social-media-strategic-plan/

DEVELOPING A STRATEGY FOR YOU Love thy metrics

Tie goals to metrics. How will you track success?

Source: http://www.socialbrite.org/2012/02/15/the-7-elements-of-a-social-media-strategic-plan/

DEVELOPING A STRATEGY FOR YOU Assess the community

Who is in your online community? How you want them to be

involved?

Source: http://www.socialbrite.org/2012/02/15/the-7-elements-of-a-social-media-strategic-plan/

WHEN ALL ELSE FAILS….

THANK YOUKelly Mercer, Director of Community Engagement

Volunteer Center of Santa Cruz County

humanrace@scvolunteercenter.org