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Social Fundraising 101:
                       !
        How to Jumpstart!
Your Social Fundraising Campaigns!
Today

 1.  Why Social Fundraising?!

 2.  How to Launch a Campaign!

 3.  Top 5 tips!
$300 Billion!
               donated by individuals each year in the US!




Source: 2008 Chronicle of Philanthropy
Online Giving is on the Rise


       13%online giving
                                                         35-55%
                                                         2010 growth rate


                2010 giving




Source: 2010 Blackbaud, 2010 Giving USA
n.b.: “large” non-profits growing online giving at 55%
People !
ask People !
to give. !
Social!
  changes everything…!
Psychology of
  Engagement

                   Happy                                          Giving
                   people                                         makes
                    give                                          people
                    more.                                         happier.


Oppenheimer & Olivola (2010), Isen & Levin (1972), Aderman (1972), Harris & Huang (1973), Kazdin &
Bryan (1971), Isen, Horn & Rosenhan (1973), Konow & Earley (2008), Wang & Graddy (2008), Williams
& Shiaw (1999), Batson (1987, 1991), Cialdini (1987), Plato, Aristotle, Bible, Torah, Koran, etc. etc….
How it Works
The most important thing:


 Launch
 - Don’t aim for perfection… You have to launch
   a campaign and learn from it!

 - You get a 2nd, 3rd, and even 30th chance to
   make a 1st impression
Case Study

                                    Annual Campaign:
                                    Target: $125,000

                        Japan Campaign:
                        $18,045
       Test Campaign:
       $3,995

 Nov      Dec     Jan        Feb    Mar    Apr
Social Donation
    Every supporter was asked to
     recruit her neighbor, boss,
         co-worker, friend…
Results




 136!
 Gifts
     "
          =!     17,053
               Impressions
Results

      52%            increase in donation yield…




$12,300   +   Social-Multiplier Cycle   =!   $18,695
Social Fundraising 101 09.09.11
Social Fundraising 101 09.09.11
Social Fundraising 101 09.09.11
Social Fundraising 101 09.09.11
Your Launch Plan
The Basics
Step 1: Pick an objective!
  People “give through,” not “to”!

   example…!
  “We are raising $22,500 by October 15 for a
   new classroom at our Buwaidhaa school in
   Sudan… This means educating 30 more
   students!”!
The Basics
Step 2: Sanity-check your target!
 –  Is your date less than 3 months out?!
 –  Is your $ target achievable?!
   formula…                            example…
   # of supporters !                        10,000 supporters
   X!2% response rate (historical actuals)!
   X!$75 average donation!
   X!1.5 social multiplier!                      $22,500
The Basics

Step 3: Set giving levels!
  –  Make them meaningful!
     •  $50 buys 10 used textbooks!
     •  $500 sponsors one child through graduation!
     •  $5,000 sponsors a classroom of 30 students!


  Remember… !
  People give “through,” not “to”!
The Basics
Step 4: Upload content on Fundly!

Pick a
short video



Use
pictures               Keep text to a
with human             minimum
faces
Launch!
Step 5: Send out an email!
 –  Use your existing list!
 –  Use the strategy you already built!
    •  Target: “We are raising $22,500 by October 15…”!
    •  Objective: “This will allow us to open one new classroom…”!
 –  Make the email personal—address it from you!
 –  Send personal update emails once per week!
Launch!

Step 6: Facebook!
 –  Share with your personal network once per week!
    •  Make it personal!
        –  “Join me in building a school! We are 50% of the way to
           adding a classroom for 30 kids in Sudan”!
 –  Post to your Facebook Fan page daily!
    •  Ask questions!
    •  Provide updates      !!
Launch!

Step 7: Twitter!
 –  Tweet 2x per day - Lunchtime and quitting time!
 –  Use hashtags!
 –  Retweet!
Social Fundraising 101 09.09.11
Launch!

Step 8: Recruit help!
 –  Get your top supporters to set up their own pages!
    •  Think: board members, volunteers, celebrity endorsers,
       partners, etc.!
 –  Rinse and repeat: the bigger the team, the better the
    results!
Launch!

Step 9: Embed on your site!
 –  Get your webmaster to embed the donation form on
    your own website!
    •  As easy as embedding a YouTube video!
 –  Make sure all channels of communication are aligned for
    the duration of your campaign!
    •  Email!
    •  Direct mail!
    •  Website!
    •  Social networking!
Victory

Step 10: Celebrate!!
 –  Announce your milestones!
 –  Post updates to Facebook and Twitter, encouraging
    continued donations!
 –  When your goal is reached, shout it from the rooftops!!
    •  People like to be part of a winning team!
    •  Thank them for their support and they will support you again!
    •  Where possible, provide evidence of the difference the money is
       making (on-the-ground photos and video)!
Top 5 Tips
1.    Start with your current supporters!
2.    Do not be shy!
3.    Make a direct ask!
4.    Tell donors what their money will do!
5.    Align all channels!
Social Fundraising 101 09.09.11

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Social Fundraising 101 09.09.11

  • 1. Social Fundraising 101: ! How to Jumpstart! Your Social Fundraising Campaigns!
  • 2. Today 1.  Why Social Fundraising?! 2.  How to Launch a Campaign! 3.  Top 5 tips!
  • 3. $300 Billion! donated by individuals each year in the US! Source: 2008 Chronicle of Philanthropy
  • 4. Online Giving is on the Rise 13%online giving 35-55% 2010 growth rate 2010 giving Source: 2010 Blackbaud, 2010 Giving USA n.b.: “large” non-profits growing online giving at 55%
  • 5. People ! ask People ! to give. !
  • 6. Social! changes everything…!
  • 7. Psychology of Engagement Happy Giving people makes give people more. happier. Oppenheimer & Olivola (2010), Isen & Levin (1972), Aderman (1972), Harris & Huang (1973), Kazdin & Bryan (1971), Isen, Horn & Rosenhan (1973), Konow & Earley (2008), Wang & Graddy (2008), Williams & Shiaw (1999), Batson (1987, 1991), Cialdini (1987), Plato, Aristotle, Bible, Torah, Koran, etc. etc….
  • 9. The most important thing: Launch - Don’t aim for perfection… You have to launch a campaign and learn from it! - You get a 2nd, 3rd, and even 30th chance to make a 1st impression
  • 10. Case Study Annual Campaign: Target: $125,000 Japan Campaign: $18,045 Test Campaign: $3,995 Nov Dec Jan Feb Mar Apr
  • 11. Social Donation Every supporter was asked to recruit her neighbor, boss, co-worker, friend…
  • 12. Results 136! Gifts " =! 17,053 Impressions
  • 13. Results 52% increase in donation yield… $12,300 + Social-Multiplier Cycle =! $18,695
  • 19. The Basics Step 1: Pick an objective! People “give through,” not “to”! example…! “We are raising $22,500 by October 15 for a new classroom at our Buwaidhaa school in Sudan… This means educating 30 more students!”!
  • 20. The Basics Step 2: Sanity-check your target! –  Is your date less than 3 months out?! –  Is your $ target achievable?! formula… example… # of supporters ! 10,000 supporters X!2% response rate (historical actuals)! X!$75 average donation! X!1.5 social multiplier! $22,500
  • 21. The Basics Step 3: Set giving levels! –  Make them meaningful! •  $50 buys 10 used textbooks! •  $500 sponsors one child through graduation! •  $5,000 sponsors a classroom of 30 students! Remember… ! People give “through,” not “to”!
  • 22. The Basics Step 4: Upload content on Fundly! Pick a short video Use pictures Keep text to a with human minimum faces
  • 23. Launch! Step 5: Send out an email! –  Use your existing list! –  Use the strategy you already built! •  Target: “We are raising $22,500 by October 15…”! •  Objective: “This will allow us to open one new classroom…”! –  Make the email personal—address it from you! –  Send personal update emails once per week!
  • 24. Launch! Step 6: Facebook! –  Share with your personal network once per week! •  Make it personal! –  “Join me in building a school! We are 50% of the way to adding a classroom for 30 kids in Sudan”! –  Post to your Facebook Fan page daily! •  Ask questions! •  Provide updates !!
  • 25. Launch! Step 7: Twitter! –  Tweet 2x per day - Lunchtime and quitting time! –  Use hashtags! –  Retweet!
  • 27. Launch! Step 8: Recruit help! –  Get your top supporters to set up their own pages! •  Think: board members, volunteers, celebrity endorsers, partners, etc.! –  Rinse and repeat: the bigger the team, the better the results!
  • 28. Launch! Step 9: Embed on your site! –  Get your webmaster to embed the donation form on your own website! •  As easy as embedding a YouTube video! –  Make sure all channels of communication are aligned for the duration of your campaign! •  Email! •  Direct mail! •  Website! •  Social networking!
  • 29. Victory Step 10: Celebrate!! –  Announce your milestones! –  Post updates to Facebook and Twitter, encouraging continued donations! –  When your goal is reached, shout it from the rooftops!! •  People like to be part of a winning team! •  Thank them for their support and they will support you again! •  Where possible, provide evidence of the difference the money is making (on-the-ground photos and video)!
  • 30. Top 5 Tips 1.  Start with your current supporters! 2.  Do not be shy! 3.  Make a direct ask! 4.  Tell donors what their money will do! 5.  Align all channels!