Social Media as a Fundraising Tool (Rural Philanthropy Days)

Northwest Rural Philanthropy Days
September 2013
Emily Davis, EDA Consulting LLC

TURN ON YOUR TECH
Follow the
conversation…
@edaconsulting
#nextgendonors
#socialmedia
#fundraising
#philanthropy
#nptech
@edaconsulting emilydavisconsulting.com

WHO AM I?
– Nonprofit professional
– Founder
– Board member
– AFP Author
– MNM
– 21/64 Consultant
– BoardSource CGT
– Late adopter
– Translator

30 Second Challenge
1. Your name
2. One question about using social media
for fundraising

UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create…
social networks; they exist all around
us in a variety of forms. Networked
Nonprofits strengthen and expand
these networks by building
relationships within them to engage
and activate them for their
organizations’ efforts. Networked
Nonprofits also know how to identify,
reach, and cultivate the influencers in
their social networks, which is the key
to growing very big quickly and
inexpensively.” (Fine and Kanter,
2010)@edaconsulting emilydavisconsulting.com

WHAT ARE YOU SCARED OF?

WHAT STINKS ABOUT SOCIAL MEDIA?
– Time investment
– New communication
platform
– Always evolving
– Participation in new
technology
– Transparency
– Loss of control

– Additional tool
– STEWARDSHIP
– Build relationships
– Tell your story
– Transparency
– Get feedback
– Cost effective & green
– Quick & easy!

SOCIAL MEDIA LIFECYCLE

CRAWL
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
 Not using social media
consistently
 Resistant to change
 Struggle with control
 Need basic marketing
plan (i.e. branding, print
materials, online
outreach, etc.)
 Leadership-driven
change in culture to
adopt online
engagement
1. Develop
communications
strategy (audience,
goals & objectives,
etc.)
1. Listen & develop
online presences
1. Leadership initiated
discussion about
engagement

WALK
Characteristics Areas of Improvement First Steps
 Using 1 or more
social media
platforms, but not
consistently
 Online presence
connected to
marketing goals
 Learn & use best practices
 Focus on 1 – 2 social
media platforms
 Need to link to campaign,
program(s), objective(s)
 Need to link goals,
objectives, and activities
 Need to identify audiences
 Collect data for
measurement
1. Low-risk pilot program
to demonstrate ROI
1. Build implementation
capacity internally
1. Create/revise social
media policy
1. Integrate and
document
measurement data

RUN
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
 Strategic use of multiple
social media tools
 Part time or full time staff
for digital communications
 Board using social media
in governance
 Social media usage
integrated throughout org
 Has developed
relationships &
technology integration
 Need more
sophisticated
measurement tools
 Find ways to increase
more involvement
from staff across the
organization
1. Social media staff
trains & coaches other
org staff
1. Research more
sophisticated
measurement data,
tools, and processes
1. Evaluate, revise
strategies
1. Share success stories
with other orgs

FLY
CHARACTERISTICS
 Embracing culture of learning
 Use social media data to help the leadership guide decisions
 Demonstrate clear and compelling results
 Networked with other organizations showing similar success
 Internalized social media communication best practices including:
 Strategy
 Implementation
 Integration
 Evaluation

TEN TIPS FOR USING SOCIAL
MEDIA

“This is not the first time that nonprofit
organizations and fundraisers have
had to adapt to new technologies.
The radio, television, newspapers,
telephones, fax machine, and direct
mail have all affected how we raise
money. Some of the new methods
that have evolved are more
successful than others, and not all
of them have been used with equal
success by all nonprofits.”
- Ted Hart and Michael Johnston in
Fundraising on the Internet

10 TIPS FOR USING SOCIAL MEDIA
1. Social
media is A
tool not THE
tool

1. OUR COMMUNICATIONS TOOLBOX
Traditionalists
Postal Mail
Phone calls
Boomers
Television
Facebook
Email
Generation X
Websites
E-
newsletters
Email
Millenials (Gen Y)
Social
Media
Websites
Mobile
Generation Z
???
Every generation brings us new technology… adapt or die!
emilydavisconsulting.com@edaconsulting

Relationships Don’t Change
– Cultivate, steward, and solicit
– Recognize
– Multi-channel communications
– Meet one-on-one
– Develop ambassadors
– Use social media as
stewardship, not for
solicitation
– Effective database

1. Social media is
A tool not THE tool
2. Social media is a
plant
3. Add value
4. Two way street
5. Stewardship

NEW DONORS
direct mail, events
ANNUAL DONORS
Direct appeals, volunteer
involvement
MAJOR DONORS
Personal relationships
Committee and board
involvement
PLANNED GIFTS
Personal relationships &
involvement
Could be anyone!
5. PROSPECTING, CULTIVATION &
STEWARDSHIP

1. Social media is A
tool not THE tool*
2. Social media is a
plant
3. Add value
4. Two way street
5. Stewardship*
6. Philanthropy’s
next generation
7. It ain’t free
8. Not everyone
“Diggs” social media
9. Selling social
media
10. Have a plan

10. HAVE A PLAN
Set Purpose(s)
Goals & Objectives
Tools & Strategies
Implementation
Evaluation

QUESTIONS

ELEMENTS OF A SOCIAL
MEDIA PLAN

IDENTIFY PURPOSE(S)
 Learn more about social media
 Reach a different demographic
 Connect more with a current
demographic
 Access other research or
resources
 Promote
brand/event/idea/product
 Communicate
 Share your story
 Other?

GOALS & OBJECTIVES
 Increase website traffic
 Sell more product
 Share ideas
 Learn about resources in
your field
 Promote an event or idea
 Develop your brand
 Test ideas
 Other?

TOOLS AND IMPLEMENTATION
• Blog
– How often will you blog?
– What will you blog
about?
– Who will blog?
• Twitter
– How often will you
tweet?
– What will you tweet
about?
– How will you track?
– Who will you follow?
– Who will tweet?
• Facebook
– Profile/Group/Page
– Who will manage?
– Facebook Ads?
– Will you link to Twitter?
Ping?
• LinkedIn
– Group and subgroups?
– Who will you invite to join?
– Who will be admins?
– How often will you post?

IMPLEMENTATION
 Who will manage your social media?
 Who will contribute to your social
media?
 Board members
 Staff members
 Volunteers
 Stakeholders
 Way to tell your organization’s story
 Ask questions
 Solicit dialogue

EVALUATION EXAMPLES
Record website hits
Track with Bit.ly or tinyurl
Use hashtags to track posts
Facebook Ads
Feedburner/ Feedblitz
Record/note how many
people:
Become a fan/ Join a
group
Send links
Recruit other friends
Promote on their profile,
blog, website
Cost: Care2 ROI calculator
Action taken@edaconsulting emilydavisconsulting.com

SOCIAL MEDIA POLICIES

WHY?
– Insurance – professional &
personal
– HIPAA
– Not for the majority
– Set boundaries
– Protection for users
– Protect organization
– Professional standard

EXTERNAL POLICY
– Users outside the
organization (i.e. patients,
volunteers)
– What is appropriate
– What is inappropriate
– Purposes for using social
media
– Not platforms for medical
advice
– Post publicly
– Research samples

INTERNAL POLICY
– Target audiences: Staff,
board, volunteers
– More insurance
– What is in/appropriate
– Set boundaries
– Share at orientation
– Represent the
organization
– Research examples

MORE SPECIFICS
– Highlight there is no reasonable expectation of privacy
– Communications are not secure on social media
– Social media use on company time vs. personal time
– Use on computers, smart phones, etc.
– Connect with additional policies (i.e. code of conduct)
– Prohibit discriminatory language
– Use personal disclaimers - “views reflect my own
opinion”
– Policy on how supervisors can search for staff info
online

THE HIPAA PRIVACY RULE
The HIPAA Privacy Rule protects the patient’s
protected health information which is, “all
individually identifiable health information held
or transmitted by a covered entity or its
business associate, in any form or media,
whether electronic, paper, or oral.” 45 C.F.R.
160.103
Penalties for violating protected health
information (PHI):
Fines of $100 - $250,000
Prison time

HIPAA TIPS: THE DOS
– Each social media platform has unique risks
– Develop policies before you need them
– Post generally about research, treatments, &
conditions
– Pause to think about tone before posting
– Separate personal & professional accounts
– Educate staff and volunteers
– Consider all who may read your posts
– Understand info can go viral quickly
– Make full use of privacy settings
– Use photo release forms whenever possible
– Report violations
– When in doubt, leave it out

HIPAA Tips: The don’ts
– Even hint at patient identification
– Share ANY patient medical info
– Say something you wouldn’t say face-to-face
– Connect with patients on social media
(reference policy)
– Rely on common sense
– Invite others to post on your behalf
– Forget to review policies annually & at
orientation
– Post any negative remarks about patient or
colleagues
– Forget that social media platform owns the
info once posted

SO…
Professional
Create internal
& external
policies
Orientation to
policies &
consequences
No PHI to
social media –
ever!
Patient

A FEW BEST PRACTICES
– Post signage about
photographs
– Educate, orient, and
practice
– Evaluate, revise, and re-
train
– Use confidentiality
agreements, photo releases
– Share knowledge &
successes
– Same rules as if being in@edaconsulting emilydavisconsulting.com

POLICY EXAMPLES
– The Nonprofit Social
Media Policy Workbook
(Idealware)
– Social media resources
for healthcare
professionals:
http://ebennett.org/hsnl/
hsmp/
– Social Media
Governance Policy
Database
– Social Media Strategy
Workbook: The 12-Step
Guide to Creating Your
Social Media Strategy
– The Nonprofit Policy
Sampler (BoardSource)

5 THINGS TO DO TODAY
1. Make a plan
2. Watch other orgs
3. Attend trainings &
ask for support
4. Invite participation
5. Support new ideas

 There is NO judgment about where your
organization falls on the spectrum. Social media
is a process!
 Social media is as much art as it is science.
 Social media is always evolving – emerging
technology is always changing as is our learning.
 Ten Tips to Using Social Media are a foundation
for any social media.

PRINT RESOURCES
– Fundraising and the Next Generation
– The Networked Nonprofit
– Measuring the Networked Nonprofit
– Mobilizing Youth 2.0
– The Complete Facebook Guide for
Small Nonprofits
– Twitter Jump Start: The Complete Guide
for Small Nonprofits
– 7 Tips to Avoid HIPAA Violations in
Social Media
– Social Media, Health Care Privacy, and
Your Employees: 7 Tips to Avoid HIPAA
Violations and Employee Claims

ONLINE RESOURCES
– Socialbrite.com
– IdealWare
– Mashable.com
– Nonprofit Technology Network (NTEN)
– Alltop Nonprofit
– Beth Kanter: http://beth.typepad.com/
– Social Media Plan Outline:
www.ideaencore.com
– www.delicious.com/coloradononprofithelpdes
k

Emily Davis, MNM
EDA Consulting LLC
(720) 515-0581
emily@emilydavisconsulting.com
emilydavisconsulting.com
emilydavisconsulting.com/blog
WHO
Nonprofits & Philanthropy
WHAT
Charitable Advising
Communications
Fundraising
Governance
HOW
Consulting
Speaking
Training
Facebook.com/emilydavisconsulti
ng
twitter.com/edaconsulting
linkedin.com/in/emilylariedavis

Social Media as a Fundraising Tool (Rural Philanthropy Days)

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