The increasing adoption of social media and online fundraising platforms are finally colliding to bring about real social media fundraising. In the past two years, there have been social media fundraising experiments and several new fundraising solutions developed to integrate with social media. We’ll review software that integrates completely with Facebook and Twitter applications for fundraising, such as Causes and Help Attack, and when you should utilize them. We’ll also look at best practices for online campaigns that are primarily amplified by Facebook and Twitter, and what helps them to succeed.

1. Has Social Media Fundraising Finally Arrived?
Debra Askanase
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2. Affordable collaborative data
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3. Today’s Speaker
Debra Askanase
Founder and Engagement Strategist,
Community Organizer 2.0
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April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership
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4. Has social media
fundraising finally
arrived?
Nonprofit Webinars
August 17, 2011
http://www.flickr.com/photos/51352360@N00/4327438430/

5. Debra Askanase, MBA
Former executive director,
business consultant,
program manager,
community organizer.
Community Organizer 2.0
Strategic social media
engagement for nonprofit
organizations.

6. Has social media fundraising finally
arrived?
Not…completely.
But SOCIAL has arrived.
ONLINE GIVING has arrived.
And the key to all successful online
fundraising…
is ENGAGEMENT
http://www.flickr.com/photos/51352360@N00/4327438430/

7. The rise in online giving
Annual US giving: $300 billion
Online US giving: 5% to 7% of $300b
Online giving growth rates 2009 - 2010:
+ 35% in 2010 (Blackbaud)
+ 40% in 2010 (Convio)
+ 24% in 2010 (Network for Good)
+ 27% in 2010 (FirstGiving peer to peer)
http://www.blackbaud.com/bb/online/fundraising.aspx
http://philanthropyblog.bwf.com/2011/03/convio-reports-on-growth-of-online.htmlt
http://www.onlinegivingstudy.org/quarterlyindex

8. The future is here, and it’s social
http://www.flickr.com/photos/72098626@N00/3088582622/

12. Giving is here, and it’s social
http://www.flickr.com/photos/60364452@N00/4303541664/

13. There is nothing social about this button

14. Donate Button for websites
Personal Fundraising through donation portals
Generalized online donation portals
✪ Donate via social networks
Donate using mobile
phone/SMS
Abbreviated Cross-platform
History of Online donation portability
Donations
Project-based
website donations
Pre-2000 2005 2009 2011

15. Fundraising using social networks
*2011 Nonprofit Social Network Benchmark Report
www.NonprofitSocialNetworkSurvey.com

16. Japan tsunami
and earthquake
March 11, 2011
Social giving still
growing
http://www.onlinegivingstudy.org./quarterlyindex

17. Social giving trends
Source: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=4623

18. Social media fundraising:
some working definitions
Leverages the social web: social network
sharing
Relies on or lives exclusively inside a social
network or social media: entirely utilizes the
social web or a social network to raise money
Innately utilizing the platform for donations
is as close to a native use as you can find…now

19. Successful social network fundraising
Move to
Action
Creates
Trust
Social Media
Engage
Designing
engagement
-oriented
actions

20. Leveraging the social web: social network
sharing
http://www.flickr.com/photos/ansik/4425771596/lightbox/

21. Leveraging the social web
EMAIL
TWITTER
followers
DONOR WEBSITE
OTHER
SOCIAL FACE
NETWORKS BOOK
friends

22. social proof

23. Fundraisers have to love you enough to
share
I’m raising money
for cancer
research
Your ‘stache
is going to
be scary! Check out my
donation page
and cool
mustache!

24. $30,000 raised by engaged followers

25. There are a lot of online fundraising
platforms that leverage social networks

26. SXSW4Japan raised $125,683
Socializing and sharing
comments
Site powered by CauseVox

28. Social media sharing = donations
http://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends-
infographic.htm

29. Increase donations by 40% by leveraging
social media

30. Tweetathon: USA for UNHCR
• 258 people/1,524 tweets with #bluekey
• 169% increase in web traffic
#bluekey Tweetathon
• led to >50% of key purchases that week
Used with permission from USA for UNHCR

31. Facebook sharing case study: FirstGiving
Nov. 8 – Dec. 5
11,233 shares from FG to Facebook via Gigya social
sharing tool
55,335 visitors returned as a result of a share
= 5:1 ratio of share:returning visitor!
3,416 returning visitors made a donation
295 people created fundraising pages
Value of a FirstGiving
share to Facebook?
$10.87
*Value of a site visitor overall? $4.07
http://www.flickr.com/photos/pixelcore/1929817712/sizes/m/in/photostream/

32. Leveraging social networks is definitely
arriving
Online giving is growing
There is a growing
online giving culture
You need your own social
media presence first
Great for leveraging your base, and they will
leverage their friends using social media
http://www.flickr.com/photos/51352360@N00/4327438430/

33. Giving that relies on or lives exclusively
inside the social web
http://www.flickr.com/photos/81464596@N00/4520062507/

34. Facebook applications that mimic
fundraising appeals
Facebook apps are propagated entirely through Facebook

36. www.eternalhora.com

37. Jumo: not very successful

38. Causes: $35M for 27,000 nonprofits

39. Causes

40. Causes

41. Facebook virtual gifts

42. Widgets on MySpace

43. Google donations on YouTube

44. Giving that lives on a platform is growing
Not growing as quickly
Facebook giving slowly
growing
Great to use if you have a large, engaged online
fan base within a social platform
http://www.flickr.com/photos/51352360@N00/4327438430/

45. What if someone could donate just by innately
using social media?
http://www.flickr.com/photos/79471640@N00/485201047/

46. What if you could donate by…
Posting a comment on a blog?
Liking a Facebook
comment or tagging an
image?
Recommending someone on
Linkedin?
This is the future of social media giving
http://www.flickr.com/photos/51352360@N00/4327438430/

47. Help Attack

50. Retweeting to give
*note: Twitpay now also offers “retweet to buy” for commercial
transactions, and the sister RT2Give site is closed

51. Givey.co.uk

52. Not fundraising, but native social media use

53. Facebook Credits?
- 30% of any transaction goes to Facebook
- Most commonly used to buy games
- Has the potential to be used for donations
- Now a subsidiary of Facebook payments subsidiary (as of
March 21, 2011)
For more on Facebook Payments: http://venturebeat.com/2011/03/21/facebook-
payments/?source=facebook

54. The Holy Grail: online giving = seamless part of
social network conversation

55. Innately utilizing platforms for giving is
completely new
So seamless it could become
very big in online giving
User adoption with
new giving method a
barrier
Experiment! Use this in conjunction with a time-
limited campaign. Build in fundraiser education.
http://www.flickr.com/photos/51352360@N00/4327438430/

56. Social media fundraising:
which is the best fit for you?
Leverages the social web: social network sharing. All
nonprofits can utilize this type of social media
fundraising
Relies on or lives exclusively inside a social network
or social media: entirely utilizes the social web or a social
network to raise money. Need large number of engaged
fans on network
Innately utilizing the platform for donations is as
close to a native use as you can find. Experiment! Use
during a campaign. Need fans on Facebook and Twitter

57. Social media fundraising:
a few good practices for success
Socialize your donate button
Socialize giving from your site and campaign website with
social proof and social sharing
Choose the right social media fundraising method based on
where your supporters are, and how engaged they are
Have an engaged social media presence organizationally to
supercharge fans: it’s all about leveraging fans

58. “Social media does not
raise money, people
raise money”
-Holly Ross,
NTEN Executive Director
http://www.nten.org/blog/2009/07/06/three-lessons-social-media-fundraising

59. Debra Askanase
Engagement Strategist
debra@communityorganizer20.com
Twitter: @askdebra
Linkedin: www.linkedin.com/in/debraaskanase
Slideshare: www.slideshare.net/debask
Google Plus: http://gplus.to/askdebra

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