Social media & online nonprofit fundraising recommendations
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Social media and on-line fundraising recommendations for a nonprofit art school housed in a historic estate in Concord, NH.
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Social media & online nonprofit fundraising recommendations
- 1. Kimball-Jenkins Fundraising- Resource Development Plan Social Media & Online Fundraising 266 North Main Street Concord NH 03301 603.225.3932 www.kimballjenkins.com Prepared by ACDD Philanthropy Leadership Lorrie J. Carey UNCG PSC550 A private charitable trust for the purposes of historic preservation, the arts and cultural education A private charitable trust for the purposes of historic preservation, the arts and cultural education
- 2. Social Media & Online Fundraising ⢠Table of Contents ⢠Introduction ⢠Types of Social Media Tools ⢠Online Giving Statistics and Reasons ⢠Fun Facts about Online Giving ⢠Growth of Disaster Giving Online ⢠How to Use Social Media Tools ⢠Social Networking Groups and Portals ⢠Resources Available to Nonprofits ⢠Conclusions Fundraising-Resource Development Plan Online Fundraising
- 3. Social Media & Online Fundraising ⢠Introduction âWhy should you consider using social media? Because a huge - and still growing - amount of people are already using it, and it may be a cost-effective way to engage supporters or potential supporters. The Nonprofit Social Media Decision Guide (2011)
- 4. Social Media & Online Fundraising Social Media Tools Include: â˘Facebook â˘Twitter â˘LinkedIn â˘Blogs
- 5. Social Media & Online Fundraising Social Media Tools Include: â˘Photo Sharing â˘Video Sharing â˘Place Based Applications
- 6. Social Media & Online Fundraising Social Media Tools Include: â˘Niche Networking ďśSecond Life ďśMy Space ďśGoogle+ http://www.convertiv.com/niche-social-networking-sites/
- 7. Social Media & Online Fundraising Online Giving Statistics: The total that charities raised online jumped 19 percent in 2011 compared with the previous year, and the number of Internet gifts they received climbed 20 percent, according to a new study that analyzes online fundraising and advocacy at 44 national charities. The Chronicle of Philanthropy (2012)
- 8. Social Media & Online Fundraising âThe people most willing to give you a planned gift are the people who have been giving to you for years. Because social media are built on relationships, they can offer a great way to appeal to those dedicated donors.â Kristen Schultz Jaarda Senior Vice President at Crescendo Interactive The Chronicle of Philanthropy (2012)
- 9. Social Media & Online Fundraising Fun Facts about Online Giving â˘On-line giving is higher on weekdays than weekends. â˘It is most likely to occur between 9 am and 5 pm. â˘There is a drop in on-line giving at noontime. â˘The day of highest on-line giving is Wednesday. â˘All forms of giving, including online, spike in December. â˘The biggest days for all giving are the last two days of the year. The Network for Good Online Giving Study(2010)
- 10. Social Media & Online Fundraising Growth of Disaster Giving Online â˘After 9/11, a 10% of giving was online â˘After Tsunami, 25% of giving was online â˘After Katrina, 50% of giving was online â˘After Haiti, most giving was online and mobile The Chronicle of Philanthropy, NETN, and USA Today (2010)
- 11. Social Media & Online Fundraising On-line giving has an impulse effect. People give immediately to immediate needs. Portals are the best way to respond to immediate needs with the opportunity to âclick and giveâ to a cause. For more information go to www.OnlineGivingStudy.org
- 12. Social Media & Online Fundraising Social media helps people spread the word about things they care about. Network for Good Online Giving Study (2010)
- 13. Social Media & Online Fundraising Social Media Tools can be used for: â˘Outreach to potential students/clients â˘Fundraising support for major campaigns â˘As a platform to launch and facilitate events and auctions â˘As a way to communicate during and after an event â˘Recruiting members and volunteers â˘Advocacy for the arts, historic preservation and related issues The Nonprofit Media Decision Guide (2011)
- 14. Social Media & Online Fundraising Social Networking Groups â˘Facebook Charity Pages â˘Change.org â˘YourCause.com
- 15. Social Media & Online Fundraising Giving Portals â˘Charity Navigator â˘Guidestar
- 16. Social Media & Online Fundraising Portal donors give smaller average gifts â 25.1% lower than website donors. Fewer donors continue giving to a charity after the initial donation. Network for Good Online Giving Study (2010)
- 17. Social Media & Online Fundraising  While 10.2% of charity donors were still giving in the third year, only 8.3% of portal donors were still giving through the portal. This is a difference of 18.1% Network for Good Online Giving Study (2010)
- 18. Social Media & Online Fundraising Personality Matters in Online Giving The loyalty factor for donors acquired through generic giving pages is 66.7% lower than for donors who give via charityâbranded giving pages. Network for Good Online Giving Study (2010)
- 19. Social Media & Online Fundraising Resources ⢠You are Not Alone: Online Resources for Nonprofits Nonprofit National Resource Directory To download a copy :www.nonprofitdirect.com â˘2011 eNonprofit Benchmark Study An analysis of online messaging, fundraising and advocacy metrics for nonprofit organizations prepared by NTEN and M & R Strategic Services To download a copy: http://www.ebenchmarksstudy.com/
- 20. Social Media & Online Fundraising Conclusions â˘Social Media and online giving are increasing. â˘Social Media is versatile and can be used for many purposes. â˘Social Media can be effectively used to spread information and create awareness. â˘Social Media can also be used drive traffic to your website and increase your email list.
- 21. Social Media & Online Fundraising Conclusions â˘Social Media requires an investment of time depending upon the social media choices you make. â˘Social Media giving is usually impulsive with the greatest level of giving in December. â˘When Social Media is used for fundraising, the message must relate to the fundraising goal of the nonprofit and donors must be cultivated consistently after their online experience. â˘It is important to exercise good management in using Social Media, so make sure your nonprofit has a social media policy to guide employees on what is acceptable use.
- 22. Social Media & Online Fundraising Bibliography â˘Bloomberg. M. (2011). You are not alone: online resources for nonprofits In, Nonprofit national resource directory (p.20 ). www.nonprofitdirect.com: Nonprofit Direct. â˘The Chronicle of Philanthropy. (2012). Prospecting. Retrieved from http://philanthropy.com/blogs/prospecting/how-to-attract-planned-gifts-through-social- media/32831?sid=pt&utm_source=pt&utm_medium=en â˘The Chronicle of Philanthropy. (2012). Social philanthropy. Retrieved from http://philanthropy.com/blogs/social-philanthropy/online-fundraising-increased-19-in-2011-says- new-report/30454?sid=pt&utm_source=pt&utm_medium â˘Network for Good and TrueSense Marketing. Online giving study. (2010). Retrieved from http://www.fundraising123.org/files/Community/Online_Giving_Study_2010R.pdf â˘The Nonprofit Social Media Decision Guide. (2011). Idealware.
Hinweis der Redaktion
- My name is Lorrie Carey and I will be presenting social media and online fundraising opportunities for Kimball-Jenkins to use in its Resource Development Plan. I would like to thank the Kimball-Jenkins executive director for working with me to provide information about what Kimball-Jenkins is doing in the area of Social Media and online fundraising.
- Currently the Kimball-Jenkins Estate uses social media in a limited way as a public relations tool. Social media can also be used to drive donors to your website and for fundraising.
- A social media and online giving program are just one part of an integrated Resource Development Plan which grows out of the case statement of the nonprofit organization. The social media and online giving program is integrated with the nonprofit marketing plan so everything has a consistent look- or âbrand.â
- Facebook increases traffic to your website, moves people to take action, increases your email list, and increases donations. - Two hours a week to maintain. Twitter reaches an older and comparatively media and technology âsavvy population than Facebook. It is a good place to reach out to perspective board members. -Two hours a week to maintain. LinkedIn reaches professionals and is a great place to recruit business interest and prospective volunteers for events and the board. â One hour a week to maintain. Blogs can be especially useful during camp weeks when there are opportunities for students, teachers, and volunteers to blog and create interest for the organization. - Two to eight hours a week to maintain
- Photo Sharing such as Flickr, Picasa, SmugMug, or PhotoBucket allow picture sharing which can generate âbuzzâ for the nonprofit. -Thirty minutes per week to maintain. Video Sharing such as YouTube and Vimeo can boost the appeal in a fundraising campaign with their visual and audio combination. Two or more hours a week to maintain. Place Based Applications such as Foursquare, Gowalla, or Facebook Places let people know where you are. Foursquare makes a competitive game of alerting friends, so it helps drive people to your event, build new relationships, and track who comes. â Set up takes minutes and there is virtually no maintenance.
- Niche Networking Sites are conversation based sites like Facebook and offer limited opportunity for fundraising, but can be good for developing relationships. These sites include Second Life, My Space, and Google+ can be time consuming to maintain. http://www.convertiv.com/niche-social-networking-sites/
- Social media is a great way to engage new people, spread a message quickly as well as being a great way to publically thank people for their support and show them âthrough pictures and videos â the work their donations support. It is a great relationship building tool, but should not be your only tool.
- Social Media can be used for more than just fundraising events and impulse donations. It can also be used to assist in Planned Giving. Gifts of this type come from donors who have a close and meaningful relationship with the nonprofit. Prospective donors can chat online or respond to links to Planned Giving information. This is a great way to open the door to a discussion of Planned Giving. This discussion can lead to a Planned Giving Workshop at the Estate.
- These facts seem to indicate that people give at work, but not on their lunch hour. It would appear that the best time to launch an online fund raising campaign would be at 9 am on a Wednesday morning . The best time for an end of year campaign this year would be on Wednesday, December 26th at 9 am. The campaign could be finished by Friday at 5 pm and the donors could get their end-of-year tax deduction.
- Disaster Giving is where online giving is the most efficient and responsive. As you can see, response to disasters has become almost completely an online activity because it is quick and easy and with the Haiti disaster, most people gave via their cellphone by keying in a code and donating a preset amount such as $10 or $20. This type of giving can lead to competition among friends who will match each otherâs donations. It is also effective for small disasters such as a tree falling on a roof or, in Kimball-Jenkins case â the furnace failure. A text message can be sent asking for immediate donations to do repairs.
- The Online Giving Study has a wealth of online giving statistics and is regularly updated. This research is sponsored by The Network for Good which offers a variety of online resources through their nonprofit partners.
- Social Media is the most efficient and inexpensive way for nonprofits to get their message out. What is great about using social media is that people will share your message with their friends and this creates a ripple effect of communication at no cost to you- the nonprofit. Whether you are spreading the word about a need, a fundraising event, or a call for volunteers, social media is an excellent choice.
- Social media can accomplish all the things Kimball-Jenkins needs to address with little or no cost. In fact, events â such as auctions- can be run entirely on-line. This saves staff time and volunteer time as well as financial resources that would be expended for an actual event.
- Another social media resource is social networking groups. These are groups that people chose to join and serve as portals for fundraising. Nonprofits should be mindful of the need to cultivate these donors once they have given. This is the downside to the Social Network groups- the nonprofit may forget to pay as much attention to these donors as they do people who donate through their own organizationâs website. Both donor types must be cultivated.
- Giving portals are convenient for donors who want to give in one place and funnel gifts to nonprofit organizations, but the nonprofit organization is still responsible for cultivating a relationship with the donor. Thank donors upon receipt of their gift and share information about your organization with them regularly.
- These numbers highlight the importance of communication and cultivation of online donors. Whether donors reach you through a website or a portal, you are responsible for following up with them, not just to thank them but to keep them informed about the good work of your organization. The portal, your Facebook page, your Twitter account, no social media can do the personal follow-up which must be done to cultivate and retain donors. Social media provides an opportunity to bring donors to your cause, but you must develop the relationship with them.
- This highlights the fact that fundraising and marketing all must work together for any fundraising effort to be successful. Take the time and budget the resources to create a look or brand for your nonprofit. The branding investment pays off in larger and more consistent donations.
- Let me give you a couple of resources to help you decide about which social media to use and how. These two tools offer a variety of important resources for nonprofits including an analysis on online giving which can help nonprofits make decisions on what they want to accomplish online.
- Although Kimball-Jenkins has limited staff time, by selecting a few social media and creating a weekly schedule to update these tools, the impact of this low cost resource can lead to donations which cover the investment of staff time many times over. Linking the Kimball-Jenkins website to social media can drive a new audience to Kimball-Jenkins website which can include students, donors, as well as volunteers.