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How connected is your cause?Fundraising through fans, followers & friends       Carly Tatum, International Social Media Ma...
This discussion with cover…                                           Putting your plan    Harnessing the    Learning from...
BEFORE social media…3   Confidential   5/18/2012                Global Marketing                                          ...
AFTER social media…4   Confidential   5/18/2012   Global Marketing
How are nonprofits using social media?             Source: 2012 non profit benchmarking online survey by NTEN, Common Know...
Where are they participating?               Source: 2012 non profit benchmarking online survey by NTEN, Common Knowledge &...
Learnings from    the leaders…7   Confidential   5/18/2012   Global Marketing
Making it simple & easy to help:Charity: Water8   Confidential   5/18/2012       Global Marketing
Engaging storytelling + superfans + influentialnetworks = #1 viral video of all time9   Confidential   5/18/2012          ...
Kony 2012: How did they do it1.    Told a visual      story2. Engaged GenY   to create   youth   movement3. Targeted   lea...
Creating a community& making it fun: Movember11   Confidential   5/18/2012   Global Marketing
With our powers combined… we can raise alot of money!12   Confidential   5/18/2012   Global Marketing
Fundraising for youth, by youth:Music is Medicine                                                   • Started by 19 year o...
Inspiring the web & a celeb:Stronger – Seattle Childrens Hospital                       900k + views in a week14   Confide...
“The elegance and                                      efficacy of people                                      who, throug...
5 steps to activating the social web     Start by listening.       • Where are people talking about pediatric cancer?     ...
1. Listening     Dell social media Listening     Command Center17                                 Global Marketing
Dell listening report: pediatric cancer18   Confidential   5/18/2012        Global Marketing
2. Develop     engaging story     Top 5 things people      share:     Relevance to those sharing     information with     ...
Mixed news for causes:20   Confidential        Global Marketing
Make it visual & interactive: take advance ofDell, partner produced content, resources       Photos - videos - music - ill...
3. Identify     online     influencers                           Culturemakers                                Policymakers...
Pediatric cancer: Do you know yourinfluencers?23   Confidential   5/18/2012    Global Marketing
Influencer profiles• Christoffer Johanson- head of           • Otis Brawley: Chief Medical Officer and  psychological Rese...
Mattel influencer profile uncovers anothersocial movement for pediatric cancer• Mattel: Creating bald  barbie in response ...
4. Create     conversations &     build     relationships26   Confidential   5/18/2012   Global Marketing
Communicating via social is different fromother traditional channels:                    relevant           real-time     ...
Where? Existing cause communities &networks. Sign up for these…                       Your Cause                       - B...
Where? Broad use social media platforms                                                         Level of   Level of     Pl...
Fundraising effectiveness of each channel:• Twitter donations surpasses fundraising goal• Multi-channel increases fundrais...
5. Clear call to     action:     What do you     want me to do?     Share? Like? Text?31   Confidential         Global Mar...
Good Readings:• The Economist: One Thousand Points of “Like”• “The Networked Nonprofit” by Allison Fine & Beth Kanter• Twi...
Final thoughts…33   Confidential   5/18/2012   Global Marketing
Join forces…       Turn your message into a movement.34   Confidential   5/18/2012        Global Marketing
“We make a living by what weget, we make a life by whatwe give.”        -Winston Churchill Carly Tatum35   Confidential   ...
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How Connected is your Cause? - Fundraising through Fans, Followers & Friends.

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Carly Tatum, International Social Media Manager at Dell, shares how family foundations can use social media to raise awareness and money for their cause. Presented on May 17, 2012, at the Neuroblastoma and Medulloblastoma Translational Research Consortium at Dell Children’s Hospital in Austin, Texas.

Veröffentlicht in: Gesundheit & Medizin, Technologie
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How Connected is your Cause? - Fundraising through Fans, Followers & Friends.

  1. 1. How connected is your cause?Fundraising through fans, followers & friends Carly Tatum, International Social Media Manager at Dell Presented at Neuroblastoma and Medulloblastoma Translational Research Consortium, May 17th 2012 Austin, TX
  2. 2. This discussion with cover… Putting your plan Harnessing the Learning from the into action: social web: leaders: Tools, tips and How to activate Social fundraising resources to get around a cause case studies you started2 Confidential Global Marketing
  3. 3. BEFORE social media…3 Confidential 5/18/2012 Global Marketing Photo by VividImageInc on Flickr
  4. 4. AFTER social media…4 Confidential 5/18/2012 Global Marketing
  5. 5. How are nonprofits using social media? Source: 2012 non profit benchmarking online survey by NTEN, Common Knowledge & Blackbaud . Survey distributed via email to 3522 non profit professionals between Jan . 24 th and Feb. 21st 2012.5 Confidential 5/18/2012 Global Marketing Photo by VividImageInc on Flickr
  6. 6. Where are they participating? Source: 2012 non profit benchmarking online survey by NTEN, Common Knowledge & Blackbaud . Survey distributed via email to 3522 non profit professionals between Jan . 24th and Feb. 21st 2012.6 Confidential 5/18/2012 Global Marketing Photo by VividImageInc on Flickr
  7. 7. Learnings from the leaders…7 Confidential 5/18/2012 Global Marketing
  8. 8. Making it simple & easy to help:Charity: Water8 Confidential 5/18/2012 Global Marketing
  9. 9. Engaging storytelling + superfans + influentialnetworks = #1 viral video of all time9 Confidential 5/18/2012 Global Marketing
  10. 10. Kony 2012: How did they do it1. Told a visual story2. Engaged GenY to create youth movement3. Targeted leaders / celebrities on Twitter4. Made it easy to participate10 Confidential 5/18/2012 Global Marketing
  11. 11. Creating a community& making it fun: Movember11 Confidential 5/18/2012 Global Marketing
  12. 12. With our powers combined… we can raise alot of money!12 Confidential 5/18/2012 Global Marketing
  13. 13. Fundraising for youth, by youth:Music is Medicine • Started by 19 year old Princeton student, Leora Friedman, daughter of pediatric oncologist • Raised $11,000 to fund programs that use music to raise awareness & fundraise for pediatric cancer • Donate a Song invites professional musicians to ‘donate a song’ to a young fan with a life-threatening condition – The song, Fly, sold on iTunes & 100% of proceeds went to pediatric cancer – 24,000+ video views on YouTube since March 2012 14-year old Brooke is battling osteosarcoma13 Confidential 5/18/2012 Global Marketing
  14. 14. Inspiring the web & a celeb:Stronger – Seattle Childrens Hospital 900k + views in a week14 Confidential 5/18/2012 Global Marketing
  15. 15. “The elegance and efficacy of people who, through the passionate pursuit of their goals, discover they can make a positive impact disproportionate to their resources” The Dragonfly Effect by Jennifer Aaker 5 steps to activating the social web15 Confidential 5/18/2012 Global Marketing
  16. 16. 5 steps to activating the social web Start by listening. • Where are people talking about pediatric cancer? • What are they saying? Who is saying it? Develop engaging story • Allow for easy social sharing across platforms • Make your message bigger than any one individual Identify YOUR online “influencers” , fans and networks • Culture & policy makers, advocates, brands Drive engagement • Use events, key dates and campaigns • Tap into the existing online conversation Create a clear call-to-action16 Confidential 5/18/2012 Global Marketing
  17. 17. 1. Listening Dell social media Listening Command Center17 Global Marketing
  18. 18. Dell listening report: pediatric cancer18 Confidential 5/18/2012 Global Marketing
  19. 19. 2. Develop engaging story Top 5 things people share: Relevance to those sharing information with Humor Relevance to oneself Importance/worthiness of information Unusual/unique information19 Confidential 5/18/2012 Global Marketing
  20. 20. Mixed news for causes:20 Confidential Global Marketing
  21. 21. Make it visual & interactive: take advance ofDell, partner produced content, resources Photos - videos - music - illustration - infographics - cartoons21 Confidential 5/18/2012 Global Marketing
  22. 22. 3. Identify online influencers Culturemakers Policymakers Academics Advocates Brands22 Confidential 5/18/2012 Global Marketing
  23. 23. Pediatric cancer: Do you know yourinfluencers?23 Confidential 5/18/2012 Global Marketing
  24. 24. Influencer profiles• Christoffer Johanson- head of • Otis Brawley: Chief Medical Officer and psychological Research at the Danish Executive Vice President of the Cancer Society’s Institute for Cancer American Cancer Society Epidemiology24 Confidential 5/18/2012 Global Marketing
  25. 25. Mattel influencer profile uncovers anothersocial movement for pediatric cancer• Mattel: Creating bald barbie in response to Facebook campaign by cancer survivor25 Confidential 5/18/2012 Global Marketing
  26. 26. 4. Create conversations & build relationships26 Confidential 5/18/2012 Global Marketing
  27. 27. Communicating via social is different fromother traditional channels: relevant real-time public adapted to culture of each platform authentic one to many conversational two-way One to one encourages a response educational27 Confidential 5/18/2012 Global Marketing
  28. 28. Where? Existing cause communities &networks. Sign up for these… Your Cause - Build communities - Raise funds - Generate text-to- donate codes - Distribute petitions28 Confidential 5/18/2012 Global Marketing
  29. 29. Where? Broad use social media platforms Level of Level of Platform Purpose Time Outcome Commitment Difficulty Professional 2-3x per week Low Easy Connecting, recruiting community Relationship-building, Microblog Daily Medium Medium connecting w/ “influencers” & advocates Relationship-building, Social network 2-3x per week Medium Medium connecting w/ friends, influencers & advocates Social aggregate Daily Low Easy Storytelling, syndication Micro blog /blog 2-4x per High High Storytelling, syndication platform month; Powerpoint Monthly; presentation ongoing High High Story-telling, syndication community comments Photosharing, inspir Monthly Low Low Sharing, visual storytelling ational Video sharing Ad Hoc High High Storytelling29 Global Marketing
  30. 30. Fundraising effectiveness of each channel:• Twitter donations surpasses fundraising goal• Multi-channel increases fundraising goal30 Confidential 5/18/2012 Global Marketing
  31. 31. 5. Clear call to action: What do you want me to do? Share? Like? Text?31 Confidential Global Marketing
  32. 32. Good Readings:• The Economist: One Thousand Points of “Like”• “The Networked Nonprofit” by Allison Fine & Beth Kanter• Twitter4Good by Claire Diaz Ortiz (@ClaireD)• Beth Kanter’s Blog• Mashable: Top 10 Online Fundraising Platforms for Donors & Non- Profits• [Infographic] Social giving: the power of peer-to-peer fundraising• Nonprofit social network benchmark report 2012• The Dragonfly Effect: Quick, effective, powerful ways to use social media to drive change by Jennifer Aaker – 4 principles: focus, grab attention, engage, take action32 Confidential 5/18/2012 Global Marketing
  33. 33. Final thoughts…33 Confidential 5/18/2012 Global Marketing
  34. 34. Join forces… Turn your message into a movement.34 Confidential 5/18/2012 Global Marketing
  35. 35. “We make a living by what weget, we make a life by whatwe give.” -Winston Churchill Carly Tatum35 Confidential 5/18/2012

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