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Finding The Social In Fundraising: AFP Northern New England Keynote Address

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Millennials are cultural and technological influencers, and their adoption of technology has fueled the social web, along with everything we do with it, including fundraising. In this keynote presentation, I look at what the development of tech platforms, coupled with the rise of social citizens, tells us about how donors, fundraisers and other stakeholders want to utilize social communication for fundraising. The presentation looks carefully at people, media, and expectations of nonprofit behavior, and how what we do today as nonprofits must be social. Lastly, I consider: what does an organization need to do now, to support social media fundraising as new communications media matures?

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Finding The Social In Fundraising: AFP Northern New England Keynote Address

  1. 1. Finding the “Social” In Fundraising AFP – NNE 2014 Conference Debra Askanase Community Organizer 2.0 https://www.flickr.com/photos/64097751@N00/5582859337/
  2. 2. Let me tell you a story…
  3. 3. Expecta-tions of NPO People Medium Finding the “social” in fundraising
  4. 4. PEOPLE
  5. 5. Matures Born 1945 and earlier (age 69+ as of 2014)
  6. 6. Baby Boomers Born 1946 – 1964 (age 50-68 as of 2014)
  7. 7. Gen X Born 1965 – 1980 (age 34-49 as of 2014)
  8. 8. Millennials Born 1981 – 1995 (age 19-33 as of 2014)
  9. 9. What Impact? Monetary donations Volunteering and social sharing Matures and Baby Boomers Gen X and Millennials
  10. 10. Cultural Influencers
  11. 11. Influence Craving
  12. 12. Desire To Make A Difference
  13. 13. Make An Impact 33% 37% 50% 60% 70% 60% 50% 40% 30% 20% 10% 0% Agree Matures Boomers Gen X Millennials Would the ability to directly see the impact of you donation have a significant bearing on your decision to give?
  14. 14. THE MEDIUM https://www.flickr.com/photos/53114928@N02/12239196283/
  15. 15. https://www.flickr.com/photos/89334594@N07/9138930735/
  16. 16. Diagram courtesy of Darim Online
  17. 17. The Dominance of Stories
  18. 18. …but is it just “slacktivism?”
  19. 19. http://craigconnects.org/crowdfundinginfographic
  20. 20. Expecta-tions of NPO People Medium Socially-powered fundraising
  21. 21. https://www.flickr.com/photos/95612774@N07/14866699177/
  22. 22. What made #icebucketchallenge take off? • People + medium + fun • Easy to do! • Want to share what’s important to you • Peer influence at play: tagging, challenge • Entirely played out on Facebook • Video • It’s authentic – not imposed • Even my own kids had heard of it and were doing it in a hotel pool 
  23. 23. http://www.web-strategist.com/blog/2014/08/26/slides-cold-hard-facts-on-the-ice-bucket-challenge/
  24. 24. Giving Days
  25. 25. #GivingTuesday is powered by social http://craigconnects.org/crowdfundinginfographic
  26. 26. PEOPLE + MEDIUM
  27. 27. Is There An Ideal Social Fundraising Elixir? Peer element Leverages social Visual Makes people feel heard & valued Involves millennials START NOW GET READY https://www.flickr.com/photos/15923063@N00/3096935004/
  28. 28. MEET EXPECTATIONS
  29. 29. Millennials showed significant interest in using their network of family and friends to fundraise on behalf of causes they were passionate about. - Millennial Impact Report 2013
  30. 30. https://www.flickr.com/ photos/25925838@N00 /9680535872/
  31. 31. Are You Ready? • Show evidence that giving is making an impact • Offer regular updates of successful projects and programs • Think “visual first” • Offer data and transparency • Create sharing opportunities for fans get involved and share the love of your org • Create community, prep for peer-to-peer $ • Updated, responsive website • Invest in your social media • Cultivate millennials
  32. 32. Are You Ready? • Embrace the people – Create a conversation & community online – Embrace millennials – Create stories the inspire – Offer transparency and show impact • Don’t ignore technology or new media – Try a crowdfunding or other social-powered fundraising campaign – Updated, responsive website – Social fundraising is here, and it will be baked into every new tech app, tool, channel and trend
  33. 33. Expecta-tions of NPO People Medium What’s next?
  34. 34. Philanthro-Kids
  35. 35. How would Reuben have done it today?
  36. 36. Resources The Next Generation of American Giving: The Charitable Habits of Generations X, Y, Baby Boomers, and Matures: https://www.blackbaud.com/nonprofit-resources/generational-giving-report Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/ http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/sdt-next-america-03-07-2014-0-03/ Millennial Impact Report: http://afpinclusivegiving.ca/wp-content/uploads/2013/03/Millennial-Impact-Research-Dec-2013.pdf http://www.themillennialimpact.com/2013research How Nonprofits Can Leverage Crowdfunding http://www.bethkanter.org/crowdfunding-info/ http://craigconnects.org/crowdfundinginfographic [infographic on crowdfunding] Ice Bucket Challenge http://www.web-strategist.com/blog/2014/08/26/slides-cold-hard-facts-on-the-ice-bucket-challenge/
  37. 37. THANK YOU!! * * Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askdebra Other slides: slideshare.net/debask Telephone: (617) 682-2977

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