This document discusses using social media, particularly LinkedIn, strategically for fundraising. It identifies the top 5 mistakes fundraisers make, such as treating LinkedIn like a CV, having a blank company page, and not using it for lead generation. The document recommends connecting directly with donors on LinkedIn, engaging in relevant conversations, and using compelling content to attract attention and convert fans to supporters. Metrics for measuring success and questions to consider for future fundraising strategy are also presented.

2. Are you targeting major donors –
or seeking an army of supporters?
• Facebook mostly B2C
• Twitter used for both B2B and B2C
• LinkedIn known as “Facebook for professionals”
Except
• B2B may use Facebook for recruitment
• B2C may use LinkedIn for supplier relationships

3. Social media is a public conversation
“…Think of it as a telephone
conversation you can
eavesdrop into, but without
breaking any laws…”

4. How do you convert your audience into
supporters and donors?
• Treat social media as a courtship
• Follow the 3 steps
“know - like - trust” that build a relationship
• Inform, educate, entertain and engage with your audience
• Tell a story about your brand through your supporters
• Influencer outreach
• Have a conversation with your audience

5. So what are the 5 biggest mistakes that
fundraisers inadvertently make?

6. Mistake #1
Treating your LinkedIn profile as a CV!

7. Start using LinkedIn strategically!

8. Create a profile that promotes the charity, not
just you!

9. Start treating LinkedIn as
“Facebook for Donors”

10. Growing your network will help you get in front
of key donors

11. Mistake #2
Having a blank LinkedIn company page

12. Are you using status updates to inform and
educate supporters and corporate donors?

13. Mistake #3
Not using LinkedIn for Lead Generation

14. You’re missing out on a massive opportunity!

15. Are you making use of LinkedIn’s advanced
search to pinpoint key donors?

16. Be very clear about the job title you’re targeting

17. Use social media to carry out due diligence

18. Connect with prospects and use “profile
organiser” to manage your ongoing relationship

19. Mistake #4
You can’t attract supporters without content!

20. By regularly sharing engaging content, you
stay top of mind

21. Promote user generated content to drive your
campaign

22. For this to work you need a strategy & content
plan

23. You also need to work out how you can
resource your activity

24. Mistake #5
Don’t talk about yourself!

25. Avoid the temptation to overly-promote your
charity

26. Talk about your donors instead!

27. Focus on what’s of interest to them

28. Incentivise them!

29. Have a conversation with them

30. Empower them by getting them involved in
decision making

31. So what are the 3 key ways to get in front of
donors and influencers?

32. #1
Connect directly to donors on LinkedIn….

33. ….or get referred to them

34. #2
Eavesdrop into relevant conversations….

35. …and join in the discussion!

36. #3
Use compelling content to attract their attention…

37. …and convert them from fans into supporters

38. Measuring your success
• Facebook Analytics
• Twitonomy
• LinkedIn profile and company page stats
• Set goals on Google Analytics
• Invest in a CRM system!

39. Your challenge….
• Who are you looking to connect with?
• Which social media conversations will you be monitoring?
• How can you create user generated content to drive your
campaign?
• How will you use content to engage with donors?

40. Questions to consider for the future…
• Do you have a social media fundraising strategy?
• How will you resource your activity?
• How will you ensure you hit your fundraising targets?

41. Any Questions?
Danny Bermant
danny@brainstorm-digital.co.uk
brainstorm-digital.co.uk
Twitter: @bstormdigital
Facebook: brainstormdigital
LinkedIn: uk.linkedin.com/in/brainstormdigital
Youtube: youtube.com/user/brainstormdesignltd

42. Thank you…
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