1. Social Network Fundraising:
Facts, Myths, and Strategies
that Work
#12NTCSocialNet
Jon Biedermann

2. Social Network Fundraising:
Facts & Myths
The 8,000 lb. fundraising gorilla?
Social Network Fundraising: Facts & Myths Slide 2

3. Social Network Fundraising:
Facts & Myths
5% • .003% • 6%*
*July 2011 NCDC Dimensions Article by Jon Biedermann, VP Fundraising Solutions, SofterWare, Inc.
Social Network Fundraising: Facts & Myths Slide 3

4. Social Network Fundraising:
Facts & Myths
Online Giving
5%-7%* of total USA giving
Other Sources
in 2010 was online
*Various Sources
Social Network Fundraising: Facts & Myths Slide 4

5. Social Network Fundraising:
Facts & Myths
Online Giving
Online giving growing
30% per year. Could reach
Other Sources
33% in 7 years
Social Network Fundraising: Facts & Myths Slide 5

6. Social Network Fundraising:
Facts & Myths
From 2007- June 2011,
over $35m* raised through
FaceBook Causes
($7.7m per yr. average)
*Causes Advertising
Social Network Fundraising: Facts & Myths Slide 6

7. Social Network Fundraising:
Facts & Myths
From 2007- June 2011,
$1.2 trillion* total raised.
For every dollar raised on
FaceBook, $33,000 raised via
.003%
other means.
*2011 Giving USA Foundation Report
Social Network Fundraising: Facts & Myths Slide 7

8. Social Network Fundraising:
Facts & Myths
2010: 35% raised less than
$1,000 on Facebook. Only
0.4% raised more than
$100,000.*
.003%
*2011 NTEN Nonprofit Social Network Benchmark Report
Social Network Fundraising: Facts & Myths Slide 8

9. Social Network Fundraising:
Facts & Myths
Average size of FaceBook following of
0.4% raising more than $100,000: 99,911
30% of above dedicate 2 + staff to
managing their social networks
*2011 NTEN Nonprofit Social Network Benchmark Report
Social Network Fundraising: Facts & Myths Slide 9

10. Social Network Fundraising:
Facts & Myths
Average age of typical donor around 60.
Direct mail - 68.*
Only 6%** of Americans 65 or older
use FaceBook or other social
network sites
*Chronicle of Philanthropy: philanthropy.com/article/Direct-Mail-Beats-Predictions/62859
**Pew Research, June 2011: http://bit.ly/maossa
Social Network Fundraising: Facts & Myths Slide 10

11. Social Network Fundraising:
Facts & Myths
Nonprofit Goals for Social Networks:
• 75% report goal is to “engage supporters”
• 73% report goal is to “grow membership”.
Fundraising is at 65%. Even fewer (56%) state
fundraising as a goal for the next year.
*2011 NTEN Nonprofit Social Network Benchmark Report
Social Network Fundraising: Facts & Myths Slide 11

12. Social Network Fundraising:
Facts & Myths
Budget, Staffing and Resources
52% of nonprofits have no formal budget for social
networks; just 4% allocate more than $50,000 annually.
86% commit some staff time to social networks, with
the majority (61%) allocating a quarter of a full-time
employee equivalent (FTE).
*2011 NTEN Nonprofit Social Network Benchmark Report
Social Network Fundraising: Facts & Myths Slide 12

13. Social Network Fundraising:
Facts & Myths
Why so little raised on FB?
1.Majority of donors not on FB*. For every 110
FaceBook “likes”, a nonprofit has 1,000 email
subscribers**
2.Donors don’t equate FB with fundraising*
3.Use FB to interact with younger folk (son,
grandkids, etc.)*
*2011 Giving USA Foundation Report
**2011 M+R and NTEN eNonprofit Benchmarks Study
Social Network Fundraising: Facts & Myths Slide 13

14. Social Network Fundraising:
Facts & Myths
The 8 lb. fundraising monkey.
Social Network Fundraising: Facts & Myths Slide 14

15. Social Network Fundraising:
Facts & Myths
While fundraising via online social networks is slowly growing,
not enough donors currently visit these sites.
Should nonprofits abandon these tools?
NO!
Social Network Fundraising: Facts & Myths Slide 15

16. Social Network Fundraising:
Strategies That Work
Today is
Environmental
Awareness
Day!
They are great tools to combine with website, email, direct mail, etc..
Social Network Fundraising: Facts & Myths Slide 16

17. Social Network Fundraising:
Strategies That Work
Today is
Environmental
Awareness
Day!
Staff resources may dictate a more focused strategy.
Social Network Fundraising: Facts & Myths Slide 17

18. Social Network Fundraising:
Strategies That Work
Percent of Nonprofit with presence on:
89%* 57%* 30%* 47%*
• Build close relationships with closed groups
• Great advocacy/awareness tools
• Low cost if focused on one or two outlets
*2011 NTEN Nonprofit Social Network Benchmark Report
Social Network Fundraising: Facts & Myths Slide 18

19. Social Network Fundraising:
Strategies That Work
Social Network member community growth – 2010-2011:
161%* 2%* 265%* 504%*
*2011 NTEN Nonprofit Social Network Benchmark Report
Social Network Fundraising: Facts & Myths Slide 19

20. Social Network Fundraising:
Strategies That Work
If the goal is to
increase fundraising results
and expand client reach and base,
tap into other people’s social networks!
Why people give: 50% say “A friend asked me.”
Social Network Fundraising: Facts & Myths Slide 20

21. Social Network Fundraising:
Strategies That Work
(formerly Kintera)
Peer-to-peer online fundraising, combined with
online social networks, is a potent fundraising combination.
Social Network Fundraising: Facts & Myths Slide 21

22. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 22

23. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 23

24. Social Network Fundraising:
Strategies That Work
“Important legislation “Meet our
Is being voted on. Executive Director!”
Please contact your “Join us at the
representative.” The
Mission Land Conservation Rally!”
“Thank you for is the “Did you know
your donation!” Message
driving a hybrid reduces
your carbon footprint
“Show the world you care by 45%?”
with our t-shirt!”
“Our Walk-a-thon is coming up. Help us reach our goal?”
Social Network Fundraising: Facts & Myths Slide 24

25. Social Network Fundraising:
Strategies That Work
The
Mission
is the
Message
“Our Walk-a-thon is coming up. Help us reach our goal?”
Social Network Fundraising: Facts & Myths Slide 25

26. Social Network Fundraising:
Strategies That Work
Your
supporter
“I’m walking to protect the environment. Help me reach my goal!”
Social Network Fundraising: Facts & Myths Slide 26

27. Social Network Fundraising:
Strategies That Work
“I care about this “I care about you
important cause!” so I’ll help!”
Your Friend,
supporter
Your Family,
Colleagu
Nonprofit e
Family, friends, colleagues respond due to
personal affinity for supporter.
Social Network Fundraising: Facts & Myths Slide 27

28. Social Network Fundraising:
Strategies That Work
“This is a very “Who are you?”
important cause!”
?
Friend,
Your Family,
Colleagu
Nonprofit e
Without your supporter, donors don’t know you.
Social Network Fundraising: Facts & Myths Slide 28

29. Social Network Fundraising:
Strategies That Work
“I endorse this “You’re so great!
important cause!” Here’s $100!”
Friend,
Family,
Your Colleagu
supporter e
Supporter lends his/her “brand”.
Social Network Fundraising: Facts & Myths Slide 29

30. Social Network Fundraising:
Strategies That Work
Supporter becomes the message. The “hero” of the landing page.
Social Network Fundraising: Facts & Myths Slide 30

31. Social Network Fundraising:
Strategies That Work
Friend,
Family,
Colleagu
e
They like and trust your supporter, which leads to donation.
Social Network Fundraising: Facts & Myths Slide 31

32. Social Network Fundraising:
Strategies That Work
bafound.donorpages.com/2011ARTERIALCHALLENGE
bafound.donorpages.com/TAYLORWALK
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33. Social Network Fundraising:
Strategies That Work
bafound.donorpages.com/BRAINPOWER
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34. Social Network Fundraising:
Strategies That Work
bafound.donorpages.com/teamcindy2011
Social Network Fundraising: Facts & Myths Slide 35

35. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 36

36. Social Network Fundraising:
Strategies That Work
4 donors to 1 fundraiser ratio is considered OK. 7 to is considered good.
Ratios for DonorPages client events sites reach 12 or 14 to 1.
In Team Cindy’s case, 536 donors helping 18 fundraisers – thats nearly a 30 to 1 ratio!
That averages out to $88.00 per donation.
Social Network Fundraising: Facts & Myths Slide 37

37. Social Network Fundraising:
Strategies That Work
This fundraiser’s page had a 53 to 1 donor/fundraiser ratio. Her page averaged $110 per donation.
Social Network Fundraising: Facts & Myths Slide 38

38. Social Network Fundraising:
Strategies That Work
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39. Social Network Fundraising:
Strategies That Work
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40. Social Network Fundraising:
Strategies That Work
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41. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 42

42. Social Network Fundraising:
Strategies That Work
People using online tools raise 6x more then those who don’t.
Twitter users raise 10x more then those not using Twitter.
But fewer then half of constituent fundraisers ask
their online social network when fundraising.
They use email or other means.
Social Network Fundraising: Facts & Myths Slide 43

43. Social Network Fundraising:
Strategies That Work
• Too busy – no time
• Anxiety about asking for money
• Too shy – not good with words
• Have to handle cash or checks
• Don’t have tools or know-how
• Many leisure distractions
• Other reasons?
Social Network Fundraising: Facts & Myths Slide 44

44. Social Network Fundraising:
Strategies That Work
• Much less time
• No “face to face” ask
• Provide a message they
can personalize
• Easy posting to FaceBook
& Twitter
• Online Donations – no checks!
• Friendly Competition
& Recognition
Social Network Fundraising: Facts & Myths Slide 45

45. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 46

46. Social Network Fundraising:
Strategies That Work
Reports on site usage and donations.
Social Network Fundraising: Facts & Myths Slide 47

47. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 48

48. Social Network Fundraising:
Strategies That Work
By type of Organization*
*2010 DonorPages Reporting
Social Network Fundraising: Facts & Myths Slide 49

49. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 50

50. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 51

51. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 52

52. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 53

53. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 54

54. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 55

55. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 56

56. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 57

57. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 58

58. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 59

59. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 60

60. Social Network Fundraising:
Strategies That Work
Types of Peer-to-Peer Online Fundraising Sites
Nonprofit Managed Primarily Supporter Chosen
NP purchases upfront Supporters choose NP*
• DonorPages • FirstGiving
• BlackBaud Sphere • Fundly
(formally Kintera) • CrowdRise
• Convio * Pay-as-you-fundraise. Can pay more to upgrade
Social Network Fundraising: Facts & Myths Slide 61

61. Social Network Fundraising:
Strategies That Work
Costs
Variable Factors: • Convio $$$$$
• BlackBaud Sphere $$$$
1. Upfront costs (set-up) • DonorDrive $$$
2. Annual Fees • Givezooks $$$
3. Merchant rates (CC/ACH) • Fundly $$$
4. Fixed per transaction costs • DonorPages (standard) $$$
5. Additional surcharge rates • CrowdRise $$$
6. Level of fundraising/Number • BlackBaud ETapestry $$
of Pages (fees may go up) • DonorPages (low upfront) $$
• DoJiggy $$
• FirstGiving $$
• Razoo $$
• Eventbrite $
Social Network Fundraising: Facts & Myths Slide 62

62. Social Network Fundraising:
Strategies That Work
Costs – Weigh all Factors
Social Network Fundraising: Facts & Myths Slide 63

63. Social Network Fundraising:
Strategies That Work
Ease of Use/Feature Set
Ease-Of-Use Feature Set
• FirstGiving • Convio
• Razoo • BlackBaud Sphere
• Eventbrite • Fundly
• Active.com (activegiving) • DonorPages
• CrowdRise • DonorDrive
• DonorPages • Givezooks
• DonorDrive • CrowdRise
• BlackBaud ETapestry • BlackBaud ETapestry
• Givezooks • FirstGiving
• Fundly • Razoo
• BlackBaud Sphere • DoJiggy
• Convio • Eventbrite
• DoJiggy • Active.com (Activegiving)
Social Network Fundraising: Facts & Myths Slide 64

64. Social Network Fundraising:
Strategies That Work
Ease of Use Key Item: Integrate with Database
Integrated: DonorPages to DonorPerfect
Social Network Fundraising: Facts & Myths Slide 65

65. Social Network Fundraising:
Strategies That Work
Social Network Fundraising: Facts & Myths Slide 66

66. Social Network Fundraising:
Strategies That Work
Fundraisers
Donors
Social Network Fundraising: Facts & Myths Slide 67

67. Social Network Fundraising:
Strategies That Work
Fundraisers
Donors
Your
supporter
Friend,
Family,
Colleagu
e
Social Network Fundraising: Facts & Myths Slide 68

68. Social Network Fundraising:
Strategies That Work
Your
supporter
Friend,
Your Family,
Colleagu
Nonprofit e
Treat them differently than someone who sought you out.
Social Network Fundraising: Facts & Myths Slide 69

69. Social Network Fundraising:
Strategies That Work
 Tap into constituent social networks to fundraise
 Empower constituents to be your fundraising army
 Make it easier for constituents to promote your
message on popular social networks
 Reduce new donor acquisition expenses
 Save time by integrating with your database
 Encourage exponential, viral growth of your
mission message & constituent community
 Allows you to focus on donor stewardship while
supporters help grow your donor base
Social Network Fundraising: Facts & Myths Slide 70

70. Questions?
About DonorPages:
www.donorperfect.com/donorpages
About DonorPerfect’s Consultant Program:
www.donorperfect.com/partners
jonb@donorperfect.com
Social Network Fundraising: Facts & Myths Slide 71

71. Evaluate This Session!
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Social Network Fundraising: Facts & Myths