Using online social networking to build community, raise awareness and eventually

money

So you can ‘get through’ Viral marketing—extending your reach Raise money Efficient and effective communication Relationship building with constituents To achieve online fundraising success Drive traffic to your website (SEO) Increase visibility Build your community online around your organization’s

mission Be where your donors and supporters already are: online

-Everyone else uses it—your constituents expect you to use it and often it is the preferred way to receive information

Average exposure to advertising is 5000-7000 images/day

Average household gets 180 pieces of mail per month

Caller ID lets people choose who gets through

Anti-Spam/email filters lets people choose which email gets through

Average household watches 7 hours of TV/day and spends 3.5 hours online.

*Pew ResearchAges of Online Adults

User-generated content

Effective viral marketing

Supporters spread your message

Engages supporters with the organization

In 2005, 8 percent of online adults had a profile on a social networking site.

Specifically, 55.6 million adults – or just less than 1/3rd of the population – in the US now visit social networks at least monthly. That’s up from just 15 percent of adults in 2007, and around 18 percent last year.

In January 2009, that number increased to 35 percent.

*Pew Internet and Life Research

The internet is an effective and vital tool for nonprofits to raise money and to get their message out

In 2007, experts forecasted that 30 percent of all funds donated to nonprofits will be raised online by 2010.

Forrester’s Technographics revealed after a survey in December 2009 that 63 percent of online consumers planned to use the Internet to donate to charities of their choice during the upcoming holiday season, up from 51percent in 2008.

More people go online not only to donate, but also to become more engaged with the organization

Online donors give more often and use online resources to make an educated decision about where to donate their money---ESPECIALLY in the downturn of our economy.

*Harvard Initiative on Social Enterprise (2007)

Audience often younger, many new to philanthropy

Enables communication without solicitation Immediate and interactive

Ability to test, track and report in real time

Allows for easy mass personalization

Reach more people by using different “channels”

Viral component

Organically develop vs. acquire prospect lists

Blogs (helps tell how your programs work and what your organization is up to TODAY!)

MySpace (micro-blogging)

Facebook (micro-blogging)

Twitter (micro-blogging)

YouTube (video sharing)

Flickr (photo sharing)

WHY?--Reach new supporters and get them engaged and involved---gives a “face” to your organization.

It is not about them coming to us.

Social networking is a new way to listen and engage

Users are younger and older than you think

It is about USER driven content and evolving conversation

It is ok to relinquish control of the message

Donors know how to speak about your cause to friends and families

Don’t assume your supporters aren’t using these tools—THEY ARE!

-Connect with their favorite organizations

-Recruit others to causes they are passionate about

-Obtain useful resources and materials

-Meet new people

-Network with others that share their interests

-Make a difference by helping to raise money and awareness

-Get info when, where, and how they want

Search Engine Optimization (SEO)

Expert in the field

Credibility

Awareness

Events

Negative Comments

Annual Report

Information (allow users to create; provide information to supporters)

Fundraising

The Heart of the Organization

Your nonprofit's web site is becoming less relevant by the minute.

Facebook is the primary network for college grads, and its user base is diversifying rapidly beyond students

Facebook is coming to be THE social network, and a key tool for your nonprofit marketing.

It's the first social network your nonprofit should tackle -- college grads with money.

Media is embedded right in Facebook, so you have the opportunity to do some rich storytelling with audio, video and live-streaming video.

Individuals with similar interests are busy developing their own communities through Facebook's friends network. All of these are opt-in only; so participants are engaged and connected, having decided to join. Perfect way to connect with target audiences on your issues when there's an overlap in interests.

Facebook is a low cost and highly effective way to engage with a broader audience. Potential benefits are powerful promotion of your blog, e-news, events and more, and an organic way of staying in touch with core audiences on an ongoing basis. You can even organize and manage events.

Nancy Schwarts/ePhilantrhopy Foundation

Build your email database◦ 93 percent of Internet users access email and yet 44

percent of nonprofits have email addresses for less than 20 percent of their supporters

Focus on collecting email addresses◦ Use your website to collect emails◦ Always ask for email addresses at events, direct mail,

phone, off-line donations, walk-in, etc. but get permission first and stick to privacy guidelines

◦ Promote eNews

Donors who get email from a nonprofit give more

Can be sent out cost effectively monthly

Should create a compelling message involving updates, special volunteers/supporters, events

Within the eNews link back to relevant posts on your organization’s blog, advocate joining you social networking site

At times, advocate that supporter forwards to a friend