Yes! You can raise $$ on Facebook (and other Social Networks)
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This session presents strategies, best practices and tips for fundraising on social networks including Facebook and house networks (i.e. social networks on your nonprofit’s own web site). Using case studies and practical examples we’ll describe the best tactics for growing your social networking community and producing fundraising revenue from individual gifts, membership, events, peer-to-peer giving, sponsorship, and advertising on social networks.
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Yes! You can raise $$ on Facebook (and other Social Networks)
- 1. Yes! You Can Raise $$ on Facebook and Other Social Networks Jeff Patrick Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
- 2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
- 3. Today’s Speaker Jeff Patrick Common Knowledge Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: April Hunt, Nonprofit Webinars
- 4. January 11 Yes! You Can Raise $$ on Facebook and Other Social Networks Jeff Patrick President 415.543.7600 jpatrick@commonknow.com All Slides © 2010 Common Knowledge www.commonknow.com 4
- 5. Jeff Patrick President & Founder Common Knowledge jpatrick@commonknow.com (415) 543.7600 www.CommonKnow.com © 2010 Common Knowledge 5
- 6. Common Knowledge Webinar Series Enewsletter Sign-up Upcoming Webinars www.CommonKnow.com © 2010 Common Knowledge 6
- 7. Common Knowledge • Interactive agency, HQ in San Francisco, founded 2002 • Work uniquely with cause-based non-profits and higher ed • Focus on strategic Internet fundraising and marketing • Increasingly integrating social networking into our work • Deployed more than 20 social networking communities • www.commonknow.com © 2009 Common Knowledge 7
- 8. A Few Examples FUNDRAISING ON FACEBOOK January 11 © 2009 Common Knowledge 8
- 9. Case Study: The Humane Society of the US
- 10. Custom Tab – Catalog Fundraising
- 11. AIDS LifeCycle Facebook Page January 2011 © 2010 Common Knowledge 11
- 12. AIDS LifeCycle Event January 2011 © 2010 Common Knowledge 12
- 13. IFAW Facebook Micro-Message Stream Example © 2010 Common Knowledge
- 14. Facebook Application January 11 © 2010 Common Knowledge 14
- 15. Facebook Fundraising BUZZ TRIANGLE January 2011 © 2010 Common Knowledge 15
- 16. AIDS LifeCycle Event © 2010 Common Knowledge 16
- 17. Facebook Advertising © 2010 Common Knowledge 17
- 18. AIDS LifeCycle Facebook Page © 2010 Common Knowledge 18
- 19. Buzz Triangle Facebook Page Acquisition 1. Opt-in to on-going communication 2. Demonstrate interest Ads 3. 1st step in ladder of engagement © 2010 Common Knowledge 19
- 20. Event Registration Microsite © 2010 Common Knowledge 20
- 21. Buzz Triangle Facebook Page Ads Microsite © 2010 Common Knowledge 21
- 22. Stewardship Message Stream Facebook Page Day/Time Message 1/9:00 Photo contest announce 1/13:00 Virtual event announce/invite 2/8:00 Photo context announce w/ samples 2/14:00 SF event announce/invite 3/8:00 Photo contest/last chance 3/10:00 LA event announce/invite 3/14:00 Rider offer #4 for ride signup by 17:00 Micro-message stream © 2010 Common Knowledge 22
- 23. Are YOUR Supporters on Facebook? BIG QUESTION January 11 © 2010 Common Knowledge 23
- 24. Are Your Supporters on Facebook? © 2010 Common Knowledge 24
- 25. World Wildlife Fund FACEBOOK CATALOG FUNDRAISING January 11 25
- 26. WWF U.S. Facebook Page # Fans: 385,334
- 27. Custom Tab – Catalog Fundraising
- 29. FB Testimonials
- 33. WWF Virtual Panda Facebook Page
- 34. Virtual Panda Facebook Page – Custom Tab
- 36. WWF Facebook Gift Center
- 37. WWF Web Gift Center
- 38. Catalog Rating Tool Using FB Like Widget
- 39. WWF Gift Center – Product Page
- 40. Product Rating using FB Like Widget
- 41. Peer-to-Peer Fundraising on Facebook CAUSES January 11 © 2010 Common Knowledge 41
- 42. Facebook Causes • 100 million installed users • 400,000 user-created causes • 13,000 official nonprofit partners • $22 million donated in 2.5 years • 1 million media views per day • Distribution to 400 million active users on FB • Donations supported to all 1.5M U.S. nonprofits January 11 © 2010 Common Knowledge 42
- 44. Donor Experience on Causes
- 45. Aggregate Giving via Causes on Facebook © 2010 Common Knowledge
- 46. Syndicate Org Content Out to Causes with a “Bulletin” January 11 46
- 47. Giving via Birthday Wish Program (Causes)
- 48. Causes: Nonprofit Partner Center
- 49. Case Study: The Humane Society of the US
- 50. Causes- Nonprofit Partner Center 50
- 51. Build Your Affiliate Network June 2008 51
- 52. 52
- 53. International Fund for Animal Welfare DISASTER RELIEF FUNDRAISING + FACEBOOK January 11 © 2010 Common Knowledge 53
- 54. IFAW Homepage During Haiti Disaster January 11 © 2010 Common Knowledge 54
- 55. Online Organization Fundraising Interstitial Website Form Appeal Animal Rescue Blog Facebook Twitter YouTube Social Media Email Direct Response Prospects & Donors Campaign Direct Mail Architecture
- 56. Interstitial Fundraising Request on Homepage January 11 © 2010 Common Knowledge 56
- 57. IFAW Facebook Page Facebook.com/IFAWHQ 12,845 Fans Avg Likes per Post: 52 Avg Comments per Post: 16 © 2010 Common Knowledge
- 58. IFAW Facebook Micro-Message Stream Example © 2010 Common Knowledge
- 59. IFAW Facebook Page Date Topic Likes Comments Embellish 1-15-10 Announce participation in ARCH 74 19 Link to Blog Post 1-19-10 IFAW Mgr interviewed by USA 28 2 Link to USA Today Story Today 1-22-10 IFAW team moving into Haiti 89 18 Link to Blog Post 1-23-10 Responders prep gear to leave for 46 4 Video Haiti 1-23-10 Responders boarding plane to Haiti 53 11 Photo 1-24-10 Responders land in Haiti 58 2 Blog Post & Photo 1-26-10 No end to destruction in Haiti 21 5 Blog Post & Photo 1-27-10 IFAW’s assessment of the situation 23 8 Video on the ground in Haiti 1-29-10 Animal being treated in Haiti 70 14 Photo 1-29-10 IFAW treats dozens of animals, 74 12 Photo + Blog Post many more need help 1-29-10 IFAW’s Michael Booth working on 24 5 Photo his Friday report back to IFAW HQ 1-30-10 A kitten named Minu we found in 125 30 Photos Port-au-prince
- 60. Fundraising on Social Networks YOUTUBE January 11 60
- 61. Charity Water - YouTube January 2011 61
- 62. Fundraising RETURN ON INVESTMENT January 11 © 2010 Common Knowledge 62
- 63. ROI for Facebook Channel & Community • Soft ROI – Awareness & branding – Education – Higher level of engagement – Higher affinity for organization – Community Building – Email List Acquisition – Advocacy – Volunteer recruitment June 2008 © 2010 Common Knowledge 63
- 64. ROI for Facebook Channel & Community • Hard ROI – Individual annual or membership fundraising – Event fundraising (peer-to-peer) – Major Donors – Advertising – Underwriting – Sponsorship – Cause Marketing – Grants June 2008 © 2010 Common Knowledge 64
- 65. Find the listings for our current season of webinars and register at NonprofitWebinars.com Chris Dumas Chris@NonprofitWebinars.com 707-812-1234 Special Thanks To Our Sponsors