The document discusses social media strategies for online fundraising campaigns. It outlines key concepts like developing an engagement strategy first before asking for donations. Specific social media platforms like Twitter, Facebook, YouTube and blogs are examined as ways to engage supporters and spread awareness of a cause. Case studies of successful social media campaigns that led to increased donations are provided. The overall message is that genuine engagement and sharing of stories/updates through social media can help grow a donor base organically over time.
Enhancing Worker Digital Experience: A Hands-on Workshop for Partners
Social Media And Engagement Strategies For Online Campaigns
1. Social Media and Engagement Strategies for Online Campaigns Understanding the context of social media for fundraising
2. Introduction What is Social Media Engage First Developing a Social Media Strategy Engagement Leads to Donations Platforms for Giving: Twitter, Facebook, YouTube, Blogs Key Concepts http://www.flickr.com/photos/ul_marga/755378645/
3. What is Social Media, anyway? http://www.flickr.com/photos/-bast-/349497988
4. A platform for conversation http://www.flickr.com/photos/61237118@N00/292848286/
10. Key Social platforms Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Feeds Source: Universal McCann Companies Study on Social Media Trends (March 2008) … are also about relationships
11. Friends & Family Trump all other recommendations influencing purchases Fellow Consumers/Reviewers Most credible form of “advertising.” Second only to personal advice from a friend
12. Does this compel you to shop at an Oxfam store? http://www.flickr.com/photos/wheatfields/3275747185/in/photostream/
46. #beatcancer Launched at Blogworld Expo 2009. Set Guinness World Record: most social mentions in 24 hrs http://wthashtag.com/Beatcancer http://mashable.com/2009/10/19/beatcancer-sets-record/
49. Young Hadassah International 48 hours Causes fundraiser People changed their profile photo to YHI logo for 48 hours Reached 1500 people Mostly $20 donations 100 new members joined the Cause In conjunction with the “Help Hadassah Heal” Campaign – website, podcasts http://nonprofitconversation.blogspot.com/2009/03/impromptu-fundraising-using-facebook.html
54. Facebook Causes is not just for fundraising! Think of it as an “action center” Make sure the Cause is active, extremely engaging Combine with Twitter, message boards, blog, Facebook Page, for more impact Reach out to unofficial Causes Causes Key Takeaways http://www.flickr.com/photos/65745122@N00/3839146973 /
Communication: Blogs, microblogging, social networks, events (evite), discussion groups Collaboration: Wikipedia, wikis, social bookmarking Multimedia: photo sharing, video sharing, art sharing, livecasting, podcasting Entertainment: virtual worlds, online gaming Reviews and opinions: product reviews, service or entertainment reviews (amazon, yelp epinions, eluna) and Q&A (yahoo answers, linkedin answers)
Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends www.universalmccann.com/Assets/wave_3_20080403093750.pdf 49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)
1 Recommendations from family and friends trump all other consumer touchpoints when it comes to influencing purchases, according to ZenithOptimedia. (AdAge, April, 2008) 3 Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential than third-party reviews. ("Web users and web community," Rubicon Consulting, Inc. October 2008) 4 Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. ("Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape," JupiterResearch, March 2007)
Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. (comScore/The Kelsey Group, October 2007)
Social Media for Causes Study: March 2009. 426 respondents are all “social media power users. Forty-seven percent were aged 30-49, 40 percent were under the age of 30, and only 13 percent were 50 or older. Almost two thirds (62 percent) were female. Of all the forms of social media used by 30-49-year-olds, only social networks and blogs received greater than 40 percent rankings for “trust.” Specifically, 66 percent trust social networks and 50 trust blogs. In the over 50 bracket, 62 percent trust social networks and 42 percent trust blogs. Perhaps one of the most interesting points that arose from this data was that both social media savvy groups prefer group social media, with the exception of blogs. Whether for personal use or trust in third party sites, blogs represent the second most viable source of information next to social networks (among both the digital rich and the traditional brackets). After blogs, message boards, forums, wikis and review sites were all deemed more credible than videos or podcasts (the terrain of traditional “personal” social media).
Among engaged Americans (defined as those who have volunteered, donated or advocated in the past year). Survey by Harris Interactive (Harris Poll), March 2009 http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html
Social Media for Causes Study: March 2009. 426 respondents are all “social media power users.” Forty-seven percent were aged 30-49, 40 percent were under the age of 30, and only 13 percent were 50 or older. Almost two thirds (62 percent) were female. TOTAL: 84 percent of the social media savvy aged 30-49 and 55 percent of those older than 50 used conversational media for these purposes.
Social Media for Causes Study: March 2009. 426 respondents are all “social media power users.
Wired Wealthy donate a minimum $1000 to one cause, http://www.createthefuture.com/trend_of_the_week_2008.htm http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html
Wired Wealthy donate a minimum $1000 to one cause, http://www.createthefuture.com/trend_of_the_week_2008.htm http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.htmlhttp://www.createthefuture.com/trend_of_the_week_2008.htm
Unless you have an incredibly “hot” issue, it’s two steps. Always.
Further Twitter resource: 26 charities and NPOs on Tiwtter - http://mashable.com/2009/03/19/twitter-nonprofits/ One other Twitter fundraiser inspired by Twestival: Local Girls, Inc. group http://www.frogloop.com/care2blog/2009/2/20/tapping-small-and-local-donors-on-twitter-a-girls-inc-case-s.html
Credit to http://meshugavi.com/2008/12/how-do-you-measure-gratitude-a-tweetsgiving-wrap-up
Credit to @meshugavi’s blog: http://meshugavi.com/2008/12/how-do-you-measure-gratitude-a-tweetsgiving-wrap-up and http://meshugavi.com/2008/12/the-story-beyond-the-stats-in-tweetsgiving
In conjunction with “Help Hadassah Heal” Campaign – website, podcasts www.hadassah-international.org – official website http://nonprofitconversation.blogspot.com/2009/03/impromptu-fundraising-using-facebook.html
http://apps.facebook.com/causes/1510
Video on YouTube: http://www.youtube.com/watch?v=ZK38BWy-O9E&feature=player_embedded# Initial video as guest post on beth’s blog: http://beth.typepad.com/beths_blog/2009/09/guest-post-by-michael-hoffman-youtubes-gamechanging-new-feature-for-nonprofits.html Choose A Different Ending video: http://www.youtube.com/watch?v=JFVkzYDNJqo Charity: Water video (with donation overlay) http://www.youtube.com/watch?v=DEnlrE4iMBU