Raise more money, communicate more personally using social media.

1. social media and fundraising
raise
communicate personally
money

3. communication patterns have changed

6. communication patterns have changed

7. some tools don’t work as they used to

8. social media and fundraising
raise
communicate personally
money

9. Personal

10. real people, not names on a list

11. • Efficient
• Personal
• Enjoyable
• Empowered

13. •Abandoned facebook pages
•2 year old blogs
•hundreds of unverified emails
• Same information shared in
the same way on facebook,
email, a blog, in a paper
newsletter

15. we love to shout!

17. social media and fundraising
not
time
tailoring

18. tailoring

19. social media and fundraising
•Competition for attention
•Scanning than reading
•Preferences & channels
•People raising money

20. • Impersonal
• Anonymous
• Infrequent
• Annoying

21. social media and fundraising
Two students trust Christ

22. social media and fundraising
Same amount of time

23. header
November 2011
t wo s tu de n ts t rus t c h r i s t
scannable Lorem ipsum dolor sit amet, et
P1
nulla nisl nulla lacus itaque,
picture T1
orci a dignissim varius ante
curabitur vitae, vestibulum so-
dales erat neque orci. Mauris
tincidunt luctus, lorem est sed
lacinia a ornare mattis, eum in,
mauris augue, et aliquam nec
phasellus nascetur. Erat sus-
pendisse nisl venenatis, arcu
libero. Morbi auctor ipsum nec,
T2
bibendum magnis nonummy
tempor odio sed, ac nunc pre-
tium, imperdiet dis volutpat
cras. Imperdiet at tortor. Ves-
tibulum donec, morbi augue
duis id, feugiat non, ac vel
malesuada, neque vehicula.
Ipsum sed ultrices, vitae nunc
pr ay e r re que sts
Lorem ipsum dolor sit amet, et
T3
nulla nisl nulla lacus itaque,
orci a dignissim varius ante
curabitur vitae, vestibulum so-
dales erat neque orci. Mauris
tincidunt luctus, lorem est sed
lacinia a ornare mattis, eum in,
mauris augue, et aliquam nec
phasellus nascetur. Erat sus-
we had family pictures taken before win
link to blog t h ebar el afami ly.com/nove mber
read more about Tyler and Susie: photographer captured any good sh
Thank you for partnering with us in reaching students around the
world for Christ! Your investment encourages us to continue to
trust God to change the world!

24. social media and fundraising
Email

25. branded
header
T3
T1
uses a link
integrates V1
video
scannable
picture

26. social media and fundraising
Website

27. header
can click
on links
to read
more
embeds V1
video

28. social media and fundraising
Facebook

29. scannable P1 large image
picture as lead
“liked”
invitation to
read more comment w
on blog V1 a link to blog

30. social media and fundraising
Mobile Devices

31. branded
header
easy to
read on
small screen
uses a link

32. social media and fundraising
• Same amount of content but
broken up among communication
channels
• More
focus on tailoring and
complementing other
communications

33. God at work in
my ministry

35. social media and fundraising
not
time
tailoring

36. mastering email

37. social media and fundraising
Email From a Personal Account

38. social media and fundraising
Email From a Personal Account

39. social media and fundraising
Email From a Personal Account

40. social media and fundraising
Email From a Personal Account
“Sorry for the late delay in getting back
with you. Work has been crazy with
year-end stuff and your email kept
getting buried in the other 300+ emails!”

41. social media and fundraising
Email Sent From A Personal Account
• Cannot track who opens and clicks
• Not mobile/tablet friendly
• PDF attachment duplicates paper letter
for some
• Hard to keep list up to date
• Can be perceived by donors as
impersonal

42. social media and fundraising
Email Service
•Enhances
•Personalizes
•Analyzes

43. social media and fundraising

44. social media and fundraising
Email Sent From A Service
•Sends email on your behalf
•Looks the same to your recipients
•Sender can customize the design
•Sender can track who opens & clicks
•Many other features:
See www.mailchimp.com/features

45. social media and fundraising
Email Service
•Enhances

48. social media and fundraising

52. social media and fundraising
track

53. social media and fundraising

54. social media and fundraising
Email service allows you
to measure interest
beyond financial gift

55. social media and fundraising
Coaching New Staff/Interns
• Do NOT substitute email for paper
• Make email different with links and “real
time”
• “Save as a stamp” = “Lose Money Later”
• Directmail can be postcards, thank-
you’s, and gifts

56. social media and fundraising
Coaching New Staff/Interns
Facebook is NOT
an email
replacement!!!

58. social media and fundraising
Senior Staff Who Have Large Segment who
do not receive email and direct mail
• Start linking to blog more frequently
• Segment group into givers, non-givers
• Makes sure you have husband and wife’s
email
• Track how many people click on the link
to your prayer letter

59. social media and fundraising
• Make title & length mobile friendly
• Change the title EVERY time
• Alternate ministry & personal focus
• Link to your blog often
Must Do’s for email

60. social media and fundraising
Beginner
• Try Mailchimp with top 20 supporters
• Try using email together with your website
• Spend 2 extra minutes on your title

61. social media and fundraising
Intermediate
•Create one additional segment
•Enhance design to visually match website
•Regularly link to your website
•Seek to increase open rate by 5% within
three months

62. social media and fundraising
Advanced
•Add 2 segments (new, top 10)
•Increase click rate by 10% within 3 months
•Use data from email to tailor financial
increases and special gifts

63. social media and fundraising
Questions?

64. mastering facebook

65. the newsfeed!
the
website?

66. Facebook
is a
“feed”

67. social media and fundraising
Website Facebook
• Posts information •Groups information
• Sorted by a person •Sorted by people
• Spoke on a wheel •Hub of a wheel
• Local grocery store •Walmart
• “Surf the web” •“Scan the newsfeed”

69. social media and fundraising
facebook page
statistics

71. 1/500
.002%

72. social media and fundraising
• Every fan does not see every post
• 90% of people never return to a facebook
page once they “like” it.
• The time in which an update is posted
matters.
• Likes & comments increase the chances
fans will see the update

73. 250 Million

74. 90 Billion

75. social media and fundraising
not
time
tailoring

76. social media and fundraising
Ideal Post on Facebook
•Upload a photo
•Comment with a link
•Like the post

77. social media and fundraising
Coaching New Staff/Interns
• Avoid using Facebook for transactions
• Email
still best place online to
communicate with donors 30 years old
and over (SMS 2nd)
• Do not create a Facebook page
• Create
a Facebook list of supporters, and
communicate with them via profile

78. social media and fundraising
How to create a Facebook list
• facebook.com/bookmarks/lists
• Create List
• Name the list
• Add friends

80. social media and fundraising
Use a Facebook list to
“listen” to your supporters

82. social media and fundraising

83. social media and fundraising
• Post more about you and your family than
your ministry (2-1)
• Remember that most people are scanning
Facebook, not reading it.
Must Do’s for Facebook

84. social media and fundraising
Beginner
• Add every person in database as a friend
• Take screenshots of students/people to
use in prayer letter, email, website.
• Like and comment on donor’s updates
5x a month

85. social media and fundraising
Intermediate
• Set up a list
• Use list to send updates and like/
comment on updates
• Seek to use a photo in EVERY update

86. social media and fundraising
Advanced
• Like and comment on your supporters
updates 10x a month.
• Create additional lists for potential, new,
and top supporters.
• Use updates to complement financial
asks, prayer letter, email, and website

87. mastering websites

88. social media and fundraising
Your Online Home

89. social media and fundraising
•Control of how it looks
•Ownership of the content
•Opportunities for interaction
•Detailed statistics

90. social media and fundraising

91. social media and fundraising

92. social media and fundraising

93. social media and fundraising
Ideal Blog Post
• One large picture
• 2-4 sentences

95. social media and fundraising

96. social media and fundraising
Coaching New Staff/Interns
• Hold them accountable to updating their
website 1x a week first and foremost.
• Caution them against producing videos
unless they are under 1 minute and
captured with a smartphone or webcam.
• Wordpress.com if they are creating a
website. “2011” theme--default

98. social media and fundraising
Beginner
•Start a free blog on wordpress.com
•Post 2x a month
•Switch/start using “2011” theme

99. social media and fundraising
Intermediate
•Redesign/Simplify header image
•Embed Videos on website
•Post 1x a week

100. social media and fundraising
Advanced
•Use data from mailchimp and facebook
list to guide your updates.
•Seek to have 2/3 of website content in
images, 1/3 in text.

101. youtube & linkedIn
Charlie bit Add you to my
my finger! professional
network, I’d like
to...

102. social media and fundraising
•Keep it short--1 Minute
• Use Your Smartphone or
web-cam
• Experiment with unlisted
videos
•Embed on your website

103. social media and fundraising
“Unlisted YouTube Videos”
• Only people who know the link can view it
• Will not appear in search results
• Do not need a YouTube account to view

104. social media and fundraising
“Unlisted YouTube Videos”
• Create personalized videos with ease
• Can use their name and title in video
• Can use email, text, facebook to share

106. social media and fundraising
Beginner
• Shoot a 1 minute video update with
smartphone & upload to YouTube.
• Link to a video in an email communication.
• Learn how to embed a video on their
website

107. social media and fundraising
Intermediate
• Record an interview someone from
ministry or on location
• Embed a video 1x a month as a website
update

108. social media and fundraising
Advanced
• Experiment with personalized videos: as
a thank you for a large gift, to introduce
yourself to a potential supporter, as a
follow up after an appointment.

109. social media and fundraising
• Get to know potential
supporters before
appointment
• Only add as a
connection after you
have met
• Great for getting to
know professional side

111. social media and fundraising
Communicating with Young Donors
• Explore many channels to find their
preference.
• Takes much longer to “close”
• Micro-donations as path to larger gifts
down the road.
• First gift much more important than size
of gift

112. social media and fundraising
Signs of Ineffective Social Media
• Anonymous requests for financial
support through facebook or twitter
updates.
• Repetitive asks for support through
facebook and twitter.
• Spending more time on Facebook or
Twitter than email

113. social media and fundraising
Effective Use of Time on Social Media
• Enhancing design/content of email
• Updating blog (1 large image + 2-4
sentences)
• Segmenting and tailoring
communications

114. social media and fundraising
raise
communicate personally
money

115. • Efficient
• Personal
• Enjoyable
• Empowered