People Still Give to People: Proven Approaches to Donor-Driven Online Givin’. Presented on May 17, 2012 in Portland Oregon. A smart and practical assessment of the strategic value of peer-to-peer social fundraising drives, a promising trend in online giving, for NPOs large and small Software vendors invest heavily in marketing and advertising online fundraising systems to potential clients in the nonprofit sector, taking particular care to highlight the massive amounts of online donations they have collected for large national charities. For a Development Officer or Executive Director it's difficult to predict the strategic value these systems will bring to your organization. Do these systems do anything to inspire increased giving for small or mid sized groups? Are very large charities thriving because of the software they use, or in spite of it? This presentation provides a framework for evaluating the strategic value of online giving systems and takes a closer look at a very promising trend in online fundraising, peer-to-peer social fundraising drives.

1. People Still Give to People: Proven
Approaches to Donor-Driven Online
Givin’
Holly Ross, ED, NTEN
Noah Kleiman, Communications &
Technology Manager, CASA of
Oregon

2. Are People Raising Money in Social
Media?
TREND 2009 2010 2011 2012
% of 1% 2% 3% 3%
respondents
raising > $10k
on Facebook

3. Are People Raising Money in Social
Media?

4. Are People Raising Money in Social
Media?

5. Strategy Step by Step
• Objectives
• Audience
• Integration
• Measurement

6. Objective
•What do you want to accomplish withthe campaign?
•Describe how your social media objective supports or links to a
specific goal from your organization’s strategic plan
http://www.flickr.com/photos/wili/214316968/

7. Give Your Social Media Objective
An IQ Test!

8. SMART Goal: Enable 22 individuals to meet the $5,000 fundraising goal during the 6 month
campaign.

9. Strategy Step by Step
• Objectives
• Audience
• Integration
• Measurement

10. Audience
1. Who must you reach with your social media
efforts to meet your objective? Why this
target group?
2. Is this a target group identified in your
organization’s communications plan?
3. What do they know or believe about your
organization or issue? What will resonate
with them?
4. What social tools are they using?

11. What Are They Doing Online?
AUDIENCE:
WHO: Supernatural fan (girls). Their enthusiasm for the show and the celebrity
drives their engagement. It gives the participants currency in the fan community.
WHAT WILL RESONATE: The fact that they get to not only raise money for the
cause, but participate in the work. It’s like the Beatles want to build an orphanage
with you.
WHERE ARE THEY ONLINE? Their own blogs, Tumblr, online forums, plus twitter and
Facebook. Offline, they are at fan events and conventions.

12. Where Are They Online?

13. Strategy Step by Step
• Objectives
• Audience
• Integration
• Measurement

14. An Integrated Strategy
One Way
Homebase Email
Web Site Direct Mail
Ads
Audience
Objective
Social
Listening
Conversation
Connecting

15. California State Parks Foundation
• May 2009
• 100 Park Closures
Imminent
• 500 Facebook Fans
• Mostly Direct Mail
Supports
New Strategy:
Reach younger supporters
to prepare for a ballot
initiative to protect
California parks.

16. An Integrated Strategy for CSPF
One Way
Homebase email
Web Site direct mail
ads
Recruit 5,000
new Facebook
fans in one
month
Social
Facebook
YouTube

17. Integrated Components
Home Base One Way Social
• Web site • “Urgent Grams” • Facebook
redesign to to: Welcome Page
emphasize: • High Dollar • Fan Videos on
• Petition Donors YouTube
• Facebook • Other Members
• Donations • Prospects

18. Integrated Looks & Message

19. Campaign Results

20. The Final Tally
• $950,000 Raised
• $300,000 Online
• Tough to track specifically to social media
• 46% of that came from supporters new to
CSPF
• Email list size grew in tandem with Facebook
Fans, suggesting that they are highly related
• Ballot initiative campaign is now live

21. Strategy Step by Step
• Objectives
• Audience
• Integration
• Measurement

22. Fail Informatively – Clay Shirky
Failing informatively
means setting up
experiments that we can
measure, evaluate and
iterate over time, until we
get to success.

23. To Fail Informatively, We Must…
• Set SMART goals
• Set ourselves up for success by researching
first
• Document hard data
• Also document qualitative data
• REFLECT
• And Iterate.

24. Social Media Data

25. Collect Stories

26. Choosing Peer to Peer Tools
For a comprehensive list:
http://bit.ly/ozZLro

27. Case Study: Random Acts

28. Case Study: Random Acts

29. Case Study: Questions
What elements would work in
your organization and why?
What elements would NOT work
in your organization and why?
What could you try as an
experiment in your organization?

30. Case Study: Food from the Bar

31. Case Study: Food from the Bar

32. Case Study: Food from the Bar

33. Case Study: Food from the Bar

34. Case Study: Questions
What elements would work in
your organization and why?
What elements would NOT work
in your organization and why?
What could you try as an
experiment in your organization?

35. Case Study: To Mama With Love

36. Case Study: To Mama With Love

37. Case Study: Questions
What elements would work in
your organization and why?
What elements would NOT work
in your organization and why?
What could you try as an
experiment in your organization?

38. Mr. Noah Kleiman:
noahk@casaoforegon.org
|@noahkleiman
Holly Ross:
holly@nten.org | @ntenhross