Presentation given t

1. Social Media:
Your On-Ramp to Future Fundraising
with Kivi Leroux Miller, NonprofitMarketingGuide.com
http://www.flickr.com/photos/shingst/5215004579

2. Kivi Leroux Miller
New Book
in the
Works!

3. Morning:
Getting Your Head
in the Right Place
(Strategy)
Approaching and
After Lunch:
Making It Work
(Tactics)

4. Not Going
In-Depth on
Any Particular
Platform or
Tool
http://www.flickr.com/photos/webtreatsetc/4520808115

6. Has Social Media Changed
EVERYTHING or NOTHING
about Fundraising?
Straw Poll at Your Table &
Discuss. If You Had to Pick,
Which Way Would You Go?

7. Reality
Check!

8. Submitting Questions –
“Stupid” and Otherwise
Tweet with #smonramp
or
Write It on a Post-It

9. Where to Get the Data
• E-benchmarksstudy.com (NTEN, M&R)
• Onlinegivingstudy.org (Network for Good)
• Online Nonprofit Benchmark Study (Convio)
• Blackbaud Index of Charitable Giving/Index of
Online Giving
• Pew Internet and American Life Project

10. FACT #1:
Online is
Mainstream.
Ignore at
Your Own
Peril.

11. Google turned 13 in September 2011
YouTube turned 8 in May 2012
Twitter turned 7 in March 2012
The iPhone turned 5 in January 2012
The pace of change
is relentless.

12. All generations are online in significant numbers.

13. Everybody uses email.

14. Online giving
is growing
fast, but is
still small
overall.
Source: 2011 donorCentrics™
Internet and Multichannel Giving
Benchmarking Report

15. Giving
directly
connected to
social media
represents
only 15% of
online giving.
Source: Network for Good’s Digital
Giving Index 2011

16. If you
registered for
this workshop
because you
are in a
financial crisis,
leave now and
go write some
direct mail
appeal letters.
flickr.com/photos/carbonnyc/33413040

17. If you want donors under age 65, you need
an online strategy (web, email, social).
Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report

18. Online donors tend to be wealthier and
give bigger gifts . . . But donor retention
is currently lower.
Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report

19. FACT #2:
Internet =
Social Web
Half are Social
Media Sites; the
Other Half Offer
Many Social
Elements
Alexa Rankings, January 2012

20. Half of boomers
use social media;
1/3 of people over
65.
Pace of growth is
now fastest for
those over 65.

21. Online life is
real life –
because it’s
all about
connecting,
sharing and
conversation.

23. FACT #3:
We live in a culture of
SNACK SIZING: Fast,
Timely, Convenient
flickr.com/photos/49024304@N00/1546033671

24. 88% of U.S. adults have cell phones.
55% use it to go online.
17% are cell-mostly Internet users.
“Cell Internet Use 2012” by Pew Internet and American Life Project, June 2012
flickr.com/photos/buzzfarmers/7317967922/

25. 65% of U.S. adults
sleep with cell phone
beside them – and a
third check it before
getting out of bed!
flickr.com/photos/coletivomambembe/3695560876

26. Mobile (and
Social Media)
Users Are Not
Just Rich,
White People

27. The 24-hour news cycle is
now our cultural expectation.

28. http://www.adverblog.com/2012/04/28/visual-social-network-infographic/
visuals to
The use of
convey both
skyrocketing.
text and data is

29. Let me outa here . . .
It’s too much for us.
flickr.com/photos/carbonnyc/33413040

30. IT’S OK:
We are all
still learning
flickr.com/photos/telachhe/3342173731

31. Submitting Questions –
“Stupid” and Otherwise
Tweet with #smonramp
or
Write It on a Post-It

32. flickr.com/photos/anthrovik/264643857
“Engagement”
Focus on

33. flickr.com/photos/_dchris/4029619041
Well, it starts more like this.
You mix. You mingle. You’re social.

34. You want to be seen as a
member of a community
– as “one of us.”
flickr.com/photos/owengeronimo/4263163891

35. flickr.com/photos/scrapstothefuture/298131038
Not as the loud
drunk ones hustling
on the bar.

36. You build
flickr.com/photos/oddwick/2156258068
community.
flickr.com/photos/captured-spirit_/221033524/
But remember:
Community ≠ Fans

37. flickr.com/photos/vancouverminglers/3385606736
Chance to Build
Community =
Rapport

38. .flickr.com/photos/phuson/506582978
Rapport with Fans =
Friendraising
and Fundraising

39. Dwight Carter
Photo by
“I've learned that
people will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.”
~ Maya Angelou
Never discount rapport!
It’s essential for engagement.

40. Beginner
Social Media Strategy
The Do-Think-Feel Mix

41. flickr.com/photos/crystalflickr/2144391402
SEEK a MIX
of RESULTS:
DO Something:
Calling to Action
THINK Something:
Sharing/Educating
FEEL Something:
Building Rapport

42. 5 Minute Share Pair:
What percentage do you think
you are doing now of Do, Think,
Feel?
How might you adjust it to create
more engagement?

43. Intermediate
Social Media Strategy
The Three Gs:
Genuine, Generous, Grateful

44. The Simple Path to Engagement
1 Be Genuine.
2
flickr.com/photos/celloc/2957825631
Be Generous.
3 Be Grateful.

45. flickr.com/photos/noelzialee
Be Genuine: Show us the
1 personal side of your work.

46. Darius Goes West
won two major
giving contests.
flickr.com/photos/30240240@N04/3201649084

47. “You have to stimulate
an emotional incentive
for people – so they feel
a sense of pride and joy
when they forward your
organization’s story to
their friends.”
Logan Smalley,
founder and co-president,
Darius Goes West Foundation
flickr.com/photos/whiteafrican/3251264618; AGC Conversational Case Studies by Beth Kanter & Allison Fine

48. flickr.com/photos/marcinmoga
Be Generous: Think of
2 communicating as gift giving.

49. Be a helpful human.

50. Flickr: Brittany G
Listen to what your
supporters are saying –
and respond!

51. 5 Minute Share Pair:
How can you be a more
generous communicator?
A more helpful human to your
supporters?
More actively listen and
respond?

52. flickr.com/photos/shawnzlea
Be Grateful: Blow kisses to
3 your supporters all the time.

53. Epic Change uses Twitter to
build fundraisers around
public displays of gratitude.

54. Thanking Farmer’s Market

55. Zombie Walk Photos
Thanking Partners

56. Submitting Questions –
“Stupid” and Otherwise
Tweet with #smonramp
or
Write It on a Post-It

57. 6 Ways to Use Social Media
in Fundraising
• 2 Where People Fundraise for You
• 2 Where You Add on Social Media
• 2 Where You Use It as a Individual
Fundraiser Rather Than the Org

58. Julie Meyer
Positive Wellness Alliance
Anyone else from a nonprofit that does medical case management?

59. Brenda Houser
Pastor’s Pantry
Anyone else from a food bank?

60. 1
Project-Specific Short-Term
Campaigns That
Raise Money Now

63. Elements for Success:
• Why / For What?
• $$ Goal
• Timeframe
• Get Personal – Community,
Evangelists, Partners
• Integrate with Email, Calls, Etc.
• Tell the Story from Start to Finish

64. How Can We Tell the Story
Over 4 Weeks?
Raise $500 for Prevention
Workshop Materials
(Purple Cards)
Raise $10,000 for
New Truck to Deliver
Groceries (Green
Cards)
Brainstorm Story Ideas on Cards, Then Put Them in Story Order

65. 2
Encouraging Donations for
Celebrations to Raise Money
Throughout the Year

69. Celebrations That Can Work Well
• Birthdays
• Weddings
• Holidays
• Memorials
Let’s Say You Were Going to Recruit 10 People to Do
This . . . How Can You Treat These 10 People Like
Major Donors with Some Extra Support?

70. 3
Adding Social to Your
In-Person Events

71. Wines of the World
Tables with
Yellow
Cards!

72. Build on These Event Elements:
• Selling Only 100 Tickets
• Silent Auction
• Wine and Food Pairing from Five
Regions of the World

73. Kentucky Derby Party
Tables with
Blue Cards!

74. Build on These Event Elements:
• Derby Party Hat Workshop
• Run for the Rosé
• Live Auction

75. 4
Add Soft Ask to Direct Mail
and/or Email Asks within an
Integrated Campaign

76. Social Media Engagement
Asks to Pair with $ Ask:
• Take a pledge
• Upload of photo
• Share a note
• What else?

77. 5
Major Donor Engagement to
Increase Donor Retention

79. Carolyn M. Appleton, CFRE
San Antonio, Texas
http://carolynmappletoninc.wordpress.com
“I allow my Facebook profile to be viewed by ‘friends of
friends’ so friends of my donors (family members who are
also on their family foundation board and other affluent
colleagues they know) can see my profile without having to
officially like the Page for security reasons … it is a strategy
for a major gift individual fundraiser, rather than a
business/organization-type Facebook page would be.”

80. 6
Major Donor Acquisition – It’s
All about Who Knows Whom!

81. Submitting Questions –
“Stupid” and Otherwise
Tweet with #smonramp
or
Write It on a Post-It

82. Your Job
Now:
Take the
leap of faith.
flickr.com/photos/hunterwilliams/3333797271/

83. Here are your
floaties.
Put them on, and you’ll
be just fine! (Promise!)

84. 1
You need an
integrated mix
of online tools.

85. Need to Catch Up?
Get My Checklists on Home
Pages, Donate Pages, and
Email Fundraising.
Kivilm.com/hello

86. 2
You need
to be real
people
online.

87. You need more
3 little experiments.
Put this
on your
reading
list.
flickr.com/photos/suzettesuzette/6211600207

88. Ready to
Jump in?

89. More Info on Social Fundraising Tools
Causes.com, Razoo.com,
FirstGiving.com . . . Many others.
http://www.socialbrite.org/2011/09/13/s
ocial-fundraising-tools-our-top-5-picks/
http://mashable.com/2011/03/14/social-
good-fundraising-tools/

90. Kivi Leroux Miller
@kivilm
Facebook.com/
nonprofitmarketingguide
kivi@ecoscribe.com