During this time of fiscal uncertainty, crowdfunding and crowd/social fundraising are fast becoming an attractive option for nonprofits to raise much needed funds. During this session presented at the NeighborWorks America Social Technology Symposium, we discussed crowdfunding, online contests, and social fundraising, with case studies from the field. Presenters included: Farra Trompeter, Big Duck; Brandon Whitney, IOBY; and Matt Miller, Community Housing Initiatives.
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What we’ll cover
• The differences between crowd
funding, online voting campaigns,
and social fundraising
• Case studies
• Tips and takeaways
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Social fundraising…
• Turns your supporters into
fundraisers
• Harnesses the power of social
media
• Isn’t all that different than raising
money door to door for a charity walk
or run
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Online campaign contests…
• Often sponsored by companies for
brand awareness
• Relies heavily on social media
promotion
• Requires organization to get their
supporters to tap personal networks
• Could burn out your list if overdone
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Crowd funding…
• Recruits supporters for a specific
project
• May award “perks” at different
giving levels
• Leverages the power of group
giving/being part of something bigger
• Can be ‘all or nothing’
60. Sample Multichannel Plan
Week 1 Week 6
Before getting started:
• Build fundraising team
• Identify base
• Write outreach text, including all
emails
• Plan offline and online outreach
• Create FB, Twitter and video
channels
• Know your story!
1st email 2nd email 3rd email 4th email
Send thank
you notes!
Twitter & Facebook
Host house party Volunteer day
Launch a video
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Steps for social fundraising
1. Research to find the right platform
(fees, tone, ease of use, donor data)
2. Recruit and motivate your supporters
3. Gather photos and videos to tell stories
4. Use deadline or goal to create urgency
5. Message and report back to the entire
community
6. Thank donors and try convert them
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Steps for online contests
1. Ask: “Should my org enter?”
2. Determine your target audience
3. Establish a specific social media goal
4. Know the rules and pick a prize
5. Choose your social tools appropriately
6. Launch and promote
7. Analyze and engage
8. Report back on summary of campaign
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Steps for crowd funding
1. Decide how this technique fits into your
overall fundraising strategy
2. Choose the ultimate goal of your
campaign
3. Pick your platform carefully
4. Know which supporters you will target
(and why)
5. Build a campaign schedule or calendar
6. Try a multichannel campaign
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Make your campaign a success
• Start with a plan and calendar
• Incentivize your fundraisers/voters/
donors
• Give fundraisers and donors shout-outs
on your social media properties
• Consider a prize for the person who
raises the most (dollars, donors, votes)
• Experiment