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Nonprofit Fundraising Workshop at Silicon Valley SCORE
- 1. New Funding for Nonprofits Silicon Valley SCORE Suzanne Oehler April 29, 2013
- 4. Why Is It Important to You? • Stay connected with followers/supporters • Build brand following • Create a movement • Grow funding
- 5. Where You Should Be Now
- 8. YouTube Freebies for Nonprofits • Google Adwords • Donate button • Call to Action overlays • Community forum • Live Stream • Video Annotations
- 10. Who are you? • Your mission • Why do you matter? • What do you stand for? • Who benefits? • Why get involved?
- 11. Reflection & Exercise: Who are you (dawg)?
- 12. Your Face on Facebook Avatar Cover photo
- 13. About Allow fans to • Comment • Post photos • Post videos • Tag photos
- 16. …and Keep a Direct Link
- 18. Your “Tribe”
- 19. Know Your “Tribe” Modern Family Season 20 11:25
- 21. Reflection & Exercise Who are they? Cause
- 24. Be a Conversation Starter • Cause sector photos/videos • Questions/challenges • Stats and studies • “Share” other Facebook posts • Your photos, videos, stories, milestones, events
- 26. A Case for the Arts in School “Garage Video”: Everett for the Arts • 2,100 people voted • 36% Facebook follower increase • $25,000 grant • 50,000 students
- 27. Rokia’s Story $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 Statistics Story of Girl Story & Statistics Giving Level Source: Harvard Business School & Stanford School of Business
- 28. 6 Questions to Find Your Best Stories • Volunteer ”What’s the best day you’ve had this year?” • Board member “What one moment did you know you made a difference through this organization?” • Teacher/mentor “When did a child teach you something?” • Founder “What was the moment you decided to start on this mission?” • Major donor “Why do you give?” • Social donor “What made you share our message with your friends?”
- 29. In the Most Unlikely Places • 5,233 Facebook fans • $148,412 to date for Second Harvest • 296,824 meals
- 30. Now…Share Your Story • A person, animal or community who benefited from your organization • The reason you became part of the cause
- 35. Elements of a Crowdfunding Campaign • Central, sticky theme around ownership • Recruit and empower a “tribe” • Engage and expand your network • “Share-able” marketing messages • Reinforce and appreciation effort
- 36. Case Study
- 37. Sticky Theme
- 39. Engage and Expand Network
- 40. Marketing
- 41. Appreciate
- 43. Make the Time • Designate admins • Brainstorm sessions • Content calendar • Tools
- 44. Reflection & Exercise How can you build your fundraising campaigns into your social media plan?
- 46. • Post 1x/day • Comment/share 1- 5x/day • x new followers/month • # of likes, comments, shares • Test new ideas • Fundraising revenue
- 47. Capture Goals
- 49. Measure Your Facebook Campaign + Live: Staff and volunteer interviews
- 51. Email: Analytics
- 53. Facebook.com/YapperGirl linkedin.com/in/suzanneoehler @YapperGirlSays Suzanne Oehler Suzanne Oehler Speaker, Consultant 408.409.0734 suzanne@yappergirl.com www.SuzanneOehler.com Connecting people with purpose.
Hinweis der Redaktion
- Slide 2o Not here to talk about ourselves. Create a plan of action o See of opportunity to build your brand o Social media is the field leveler of our time
- Why? Because relationships and making connections are of extreme importance in this ultra-connected world. You need to be where the people are. Because you need to build your brand, grow funding, or create a movementSlide 3/4why is it important to you, where should you beFacebook stats – Over 40% of folks today receive their “news/info from FB
- The power to multiply
- Facebook. 2 reasons facebook is valuable to your cause organization: When a person “likes” your page on facebook, you not only have a connection to that person, but also to their friends network. Facebook users have on average 130 friends. If your organization has 100 fans, theoretically you could reach 13,000 people. When a person “likes” you, content you add to your facebook page automatically shows up in their newsfeed. For active facebook users (there are 80 million of those), your cause’s brand can be top of mind, particularly if content is interesting and interactive.Philanthropy matters on Facebook. Causes.com is #260 on facebook’s most active fan pages, with nearly 9 million fans. It keeps company on that list with the likes of Nike, American Idol, Madonna, Starbucks Frappucino, and Kim Kardashian [source: socialbakers.com]YouTube is where all the visual action is. 26 million unique visitors watching 4 billion videos per day. More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years. There’s lots of sharing going on, which creates the opportunity for your message to go “viral”Linked In is a powerful social tool, because it builds a professional network around you and your cause. When you meet someone at a conference, in a coffee shop, or through your board member, Link In to them. We never know where these initial connections will lead – to partnership, collaboration, co-promotion, or volunteer, staff, or board member recruitment. Another benefit of Linkedin is access to a ton of professional networking groups. There’s something for everyone.
- 979M: Number of FB users ww (about 50% get on daily). 159M in US alone 7: # of hours the average FB user logs on each week.220: Avg # of friends each user has. That’s your potential audience! 100 page “likes” means potentially 22,000 audience for your message.4. ½: The percent of users accessing FB from a mobile device.5. Just for fun….#1 most “liked” page: Texas HoldemMore than half of facebook users are accessing the network from their mobile phones every day. They are on the go.... And need to be engaged quickly.24% 25-3423% 18-2417% 35-44979M FB users ww, 159M in US alone (51.2% of US pop) [source: socialbakers.com]What do Rihanna (69.9M), Coca Cola (63.5M), Texas Holdem Poker (70M), Barack Obama (35.5M), Christiano Ronaldo (56.8M) have in common? They are all the #1 most followed pages on Facebook in their respective categories.
- • Reach over 800 million people worldwide – Think of it as your global living room• More than 1 billion unique users visit YouTube each month.• In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth.• Nonprofit activism is among the fastest growing categories on Youtube with more than 4 billion video views that is 1 view for every 2 people on earth• 17,000+ orgs are included on youtube non profit – • 271 nonprofit partners have more than one million views and 31 have over 10 million as of 2011So it is easy.
- So why are you not doing this when it is easy • Google Adwords – a cost effective way to reach a global audience• Youtube offers another way for folks to donate• Create a call to action on your video and through other social media• Engage in the community forums whether on Youtube or google+• Live stream your events (currently only available to non profits)• Annotations a tool to add interactive commentary to your videos• Overlays – text overlay at bottom of your vide to drive traffic to where you want folks to go - http://support.google.com/youtube/bin/answer.py?hl=en&answer=2739677&rd=1• Easy grant program
- Who are you? What does your organization stand for? Serious? Fun? Should reflect the culture of your organization.Profile pic/avatar, timeline photo, “About”Enable community posts, tagging.Be consistent and integrated: All faces of your organization should be the same: carry the same message, images, and appeal.
- Blackbaud and Razoo: conversion to donors:social med converts 3-6%Email 33%(I.e. % of people who actually click on the link will donate - not % of overall audience)
- Outside: 1. Find and define your “tribe”, common interests with the work you do. Profile your current supporters and new “markets” or groups to wish to bring into the fold. Modern Family video. Don’t be fake! People want to connect, feel like they are part of your tribe. They will know when you are being disingenuine, so don’t even go there.2. Reach out to complementary organizations, causes, issues to find ways to cross-post, bolster engagement, and grow each other’s communities.Internally:Make social media part of the culture of your organization. You need a core group of staff, volunteers, or board members who can help you create a presence and attract people to your online community. When you post something (at least the most important things), send an email with the social media link to your internal distribution list with explicit instructions (“like”, “comment”, “share”).
- Profile your current and desired supportersWhy do they want to belong?Modern family video
- Who are they?Demographics(Common) interestsSocial media habitsWhat keeps them up at night and what gets them going in the morning?
- Build your network and make it part of your workflow:Find your internal championsComplementary organizations or causes
- People only remember about 10 percent of what they hear just one week after hearing it. However, according to a 2006 study, retention jumps to 65 percent when a picture was associated with the key messages being delivered. (http://psycnet.apa.org/psycinfo/2006-21001-002)The content you provide through social media makes your organization likeable, informed, and worth knowing and paying attention to. To get permission to ask your community for something, you must first create a relationship that will invite you to do so. What: Lots of images and emotional connectors with data for support.Where do you get your content?Industry/sector articles and blogs (sources: aggregators like AllTop and Stumbleupon. Also use a reader to follow top blogs in your space)Facebook/twitter/google/pinterest followsYour own stuff. While this should be the smallest chunk of your postings, it is the most important, because it defines to your community who you are and why they should care to be a part of it. STORYTELLING.
- Create conversations around the good you do, not around your organization.
- Engagement is key: Edgerank. Facebook's News Feed algorithm gives up to 1,300 percent more weight to shares than likes when it comes to what’s shown near the top of a user’s feedUse tons of visuals: photos, videos, infographicsBe a the organization in-the-know (one stop shop)
- Use stats on stats versus story
- The researchers offered five dollars to participants who had just completed a survey (the survey was insignificant). Upon completion of the survey each participant received along with their five dollars an envelope with a request for a charity-request letter giving them an opportunity to donate some of their five dollars to Save the Children. The researchers tested two versions of the request letter. As you read these, ask, "Which one would you respond to?" and then ask, "Which one did the people in the test respond to?" Version One: Food shortages in Malawi are affecting more than 3 million children. In Zambia, severe rainfall deficits have resulted in a 42 percent drop in maize production from 2000. As a result, an estimated 3 million Zambians face hunger. Four million Angolans-one third of the populationhave been forced to flee their homes. More than 11 million people in Ethiopia need immediate food assistance. Version Two: Any money you donate will go to Rokia, a seven-year-old girl from Mali, Africa. Rokia is desperately poor and faces the threat of severe hunger or even starvation. Her life will be changed for the better as a result of your financial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokia's family and other members of the community to help feed and educate her and provide basic medical care and hygiene education. The researchers gave the participants the two different letters, and then left them alone to make a decision how much money, if any, to put back into the envelope. On average those who read the statistics contributed $1.14. But those who read the story of Rokia, gave $2.38-more than twice as much.
- What types of campaigns might you consider?Brand-buildingPublic awarenessEventFundraising / crowdfunding
- You must start with a strategy, but leave some room for improvisationCentral, sticky theme with a clear “ask”Share-able marketing messages: Visual, accessible, simple. Hick’s law: Too much information/choices cause a delay or lack of action. Keep the message simple and actionable.If yours is a FUNDRAISING campaign….Blackbaud and Razoo: conversion to donors:social med converts 3-6%Email 33%(I.e. % of people who actually click on the link will donate - not % of overall audience)
- Youtube link:http://youtu.be/EMALaKlNJ0Q (I Am Abigail)
- Content calendar: seasonality
- Measuringfacebook: look for spikes in engagement tied to certain topics, and UnlikesTalking About This: The number of unique people who have created a story about your Page during your selected date range. A story is created when someone:Likes your PageLikes, comments on, or shares your Page postAnswers a question you've askedResponds to your eventMentions your PageTags your Page in a photoChecks into or recommends your PlaceTotal Reach: The number of unique people who have seen any content associated with your Page (including any Ads or Sponsored Stories pointing to your Page) during your selected date range.
- Measuringfacebook: look for spikes in engagement tied to certain topics, and UnlikesTalking About This: The number of unique people who have created a story about your Page during your selected date range. A story is created when someone:Likes your PageLikes, comments on, or shares your Page postAnswers a question you've askedResponds to your eventMentions your PageTags your Page in a photoChecks into or recommends your PlaceTotal Reach: The number of unique people who have seen any content associated with your Page (including any Ads or Sponsored Stories pointing to your Page) during your selected date range.
- Visual.ly