Interested in raising money online, but not sure where to get started? Learn the first ten steps from an industry expert who has helped nonprofits and political candidates raise over $220 million through the power of social media.
9. The most important thing: Launch - Don’t aim for perfection… You have to launch a campaign and learn from it! - You get a 2nd, 3rd, and even 30th chance to make a 1st impression
10. Case Study Annual Campaign: Target: $125,000 Japan Campaign: $18,045 Test Campaign: $3,995 Dec Jan Feb Mar Apr Nov
11. Social Donation Every supporter was asked to recruit her neighbor, boss, co-worker, friend…
19. The Basics Step 1:Pick an objective People “give through,” not “to” example… “We are raising $22,500 by October 15 for a new classroom at our Buwaidhaa school in Sudan… This means educating 30 more students!”
20. The Basics Step 2:Sanity-check your target Is your date less than 3 months out? Is your $ target achievable? # of supporters 2% response rate (historical actuals) $75 average donation 1.5 social multiplier example… formula… 10,000 supporters X X $22,500 X
21. The Basics Step 3:Set giving levels Make them meaningful $50 buys 10 used textbooks $500 sponsors one child through graduation $5,000 sponsors a classroom of 30 students Remember… People give “through,” not “to”
22. The Basics Step 4:Upload content on Fundly Pick a short video Use pictures with human faces Keep text to a minimum
23. Launch! Step 5:Send out an email Use your existing list Use the strategy you already built Target: “We are raising $22,500 by October 15…” Objective: “This will allow us to open one new classroom…” Make the email personal—address it from you Send personal update emails once per week
24. Launch! Step 6:Facebook Share with your personal network once per week Make it personal “Join me in building a school! We are 50% of the way to adding a classroom for 30 kids in Sudan” Post to your Facebook Fan page daily Ask questions Provide updates
25. Launch! Step 7:Twitter Tweet 2x per day - Lunchtime and quitting time Use hashtags Retweet
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27. Launch! Step 8:Recruit help Get your top supporters to set up their own pages Think: board members, volunteers, celebrity endorsers, partners, etc. Rinse and repeat: the bigger the team, the better the results
28. Launch! Step 9:Embed on your site Get your webmaster to embed the donation form on your own website As easy as embedding a YouTube video Make sure all channels of communication are aligned for the duration of your campaign Email Direct mail Website Social networking
29. Victory Step 10:Celebrate! Announce your milestones Post updates to Facebook and Twitter, encouraging continued donations When your goal is reached, shout it from the rooftops! People like to be part of a winning team Thank them for their support and they will support you again Where possible, provide evidence of the difference the money is making (on-the-ground photos and video)
30. Top 5 Tips Start with your current supporters Do not be shy Make a direct ask Tell donors what their money will do Align all channels