Social media for fundraising 501tech
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How can nonprofits use social media for fundraising. 3 ideas from some smart folks doing it.
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Social media for fundraising 501tech
- 1. Crowd Funding and Social Media for Fundraising 501 Tech Club Chicago
- 2. WHO IS MICHAEL HOFFMAN? • Former senior nonprofit fundraiser and political consultant • Online marketing and communications specialist • Founded See3 Communications to merge video and the web for richer donor engagement experiences
- 3. This presentation is only made possible because of the contributions of those that think a lot about this subject. In particular, let’s thank: Beth Kanter Lesley Mansford Carie Lewis Carlson Look them up on Slideshare and Google and see their awesomeness
- 4. really???
- 5. Direct Mail lands a punch to Social Media’s head
- 6. AWESOME? OR STINKY? Social Media for Fundraising
- 8. Why do organizations use social media? • Awareness • Customer Service • Advocacy • Counter negative stories • Understand consumer interest and behavior • Stewardship of existing supporters • Fundraising
- 10. 2012 Nonprofit Social Media Benchmark Report
- 11. Source: M&R/NTEN e-benchmark study 285 112
- 12. Source: Stanford Social Intervention Review
- 13. Source: Waggener Edstrom Digital Persuasion Report
- 14. What Should You Do?
- 16. SHARE PAIR
- 17. Multichannel Fundraising Peer-to-Peer Crowdsourcing 3 Places Social Media Works for Fundraising Curation – Lead Acquisition
- 19. “I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're legit, I'll be sending a donation. Thanks for the work you do.” – Posted to Humane Society of the United States (HSUS) Facebook Page wall, January 2010
- 20. Humane Society of US • 2.3 million Facebook fans • 329,000 Twitter followers • 103% growth rate on Facebook from 2012 to 2013, 73% growth from 2013-2015 • 93% growth rate on Twitter from 2012 to 2013, 61% growth rate from 2013 to 2015 • $1 million raised on Facebook (lifetime at the middle of 2013) • $200,000 raised per year on Facebook • 300,000 actions per year taken on Facebook
- 21. A donor is a donor • Start considering social media follows like they are supporters – social CRM / moves management • Consider match/append and other efforts to combine social media and email data to get a better picture of who they are • Build your efforts reasonably, don’t over-invest and expect high direct returns • Ideal situation: Move online donors to offline – they will give more, higher lifetime value
- 32. Just Do It Fail Fast, Fail Forward How to Launch
- 33. Pick a Well-Defined Goal & Deadline How to Launch Beth Kanter • Fundraiser to honor her father who passed away, supporting Surf Rider Foundation • $5000 Goal • 2 Weeks to raise the money • Promoted through social media
- 34. Start End Your fundraiser should look like this promote promote Deadline panic. Promote! promote promote Not like this Fundraiser = Campaign Start End How to Launch
- 35. Tell Your Story and Be Creative How to Launch
- 36. How to Launch Pick a Platform Upload Content
- 37. Images are Powerful… How to Launch
- 38. Fundraisers with videos typically earn 4X more! …Videos Even More So How to Launch
- 39. Website Widget Social Media Press Releases Promote Your Fundraiser How to Launch
- 40. Build momentum, then branch out • Staff • Board of Directors • Key Influencers • Donors • Your Social Network • Volunteers • Friends Start With Your Inner Circle How to Launch
- 41. Ask Clearly Tie to Direct Impact “$10 provides 500 liters of clean drinking water to refugees in Somalia.” “ ” Don’t Be Afraid to Ask How to Launch
- 43. • Editorial Calendar • Facebook < 3 / Day • Twitter 1++ / Day • P2P Asks Are Key • Seed the Tip Jar Using Social Media Plan for Success
- 44. • Mornings: 8 – 9AM • Lunch: 12 – 1PM • End of Day: 4:30 – 6PM • Nights: 9:30 – 11PM •Weekends vs. Wednesdays! Active Social Media Times Using Social Media
- 45. • ? Vs. . • Media: Photos, Vids • Tag Everyone! • Emoticons Rock! :) •Respond, Recognize & Retweet ROI = Realization of Influence Using Social Media
- 46. = $10- $18 Share & Ask for Shares Using Social Media
- 47. The Ask: 5 Minutes/Week Form a Social Media Marketing Committee Using Social Media
- 49. • Announce when milestones are met • Send “thank you” notes • Show donors their impact Thank Your Donors Stay In Touch
- 50. Beth Kanter – Results • $5563 – 10% over goal in 2 weeks • 128 donors with 45% at suggested giving level of $25 • 43% gave more than suggested level, 12% less • 92% of people had STRONG ties to Beth, almost none knew her father • 85% of donations converted through Facebook • Thanking donors individually triggered new donations • 95% of donations through Razoo site, 5% mobile
- 51. Beth’s Lessons Learned • Set a realistic goal • Don’t set minimum gift levels too low! • Use “Social Proofing” to get more donors • Offer many ways to participate – this is a non- linear supporter journey. Sharing story, donating, participating in event. Not a simple funnel in the age of control and info overload • Find the influencers • Use promoted posts strategically • Honor your network’s creativity
- 52. CONTENT CURATION is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.
- 58. Can you do this?
- 60. Take that Direct Mail!
- 61. E M A I L : M I C H A E L @ S E E 3 . C O M @ M I C H A E L _ H O F F M A N THANK YOU!!! S E E 3 . C O M