The document discusses the use of social media for fundraising. It presents three propositions about organizations' ability to raise money with social media: 1) they can't, 2) you can, and 3) they can if leads are converted to email supporters who can then donate. While social media is good for acquisition, most new supporters don't directly donate through social media. The document concludes that social media can be a serious source of acquisition for organizations if leads are transitioned to email lists where donors can be acquired.
2. Eli on the internet
• Email: eli@vandergiessen.ca eli
• Blog: http://blog.vandergiessen.ca VAN
DER
• LinkedIn: http://ca.linkedin.com/in/elijahv
• Twitter: @elijah GIES
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.ca
9. Three proclamations
1. Organizations can’t raise money with
social media
2. You can raise money with social media
3. Organizations can raise money with
social media
31. Have some degree of trust in the follow forms of advertising (%)
Recommendation from friend
Consumer opinions online
Brand websites
Editorial content (i.e. newspapers)
Brand sponsorships
TV
Newspaper
Magazines
Billboards/oudoor advertising
Radio
Emails signed up for
Ads before movies
Search engine ad results
Online video ads
Online banner ads
Text ads on cell phones
0 22.5 45 67.5 90
Degree of trust (%)
Source: Nielsen market research, April 2009
32.
33.
34.
35. What did all this
activity lead to?
7,000 new names and addresses
36. Source of new sign-ups
Everything else Advocacy
9%
91%
44. Organizations can’t
raise money with
social media
True: for traditional policy and advocacy organizations
that don’t deliver hands-on services
45. You can raise money
with social media
True: friends-asking-friends is the big growth area for
fundraising online
46. Organizations can
raise money with
social media
It’s a serious source of acquisition.
Strange fact: normal people don’t give via social media,
but they will give via email.
47. The future
Email
Friends-asking-friends
Crowdfunding
48. What will that look
like?
??????
Projects vs day-to-day
operations
49. Eli on the internet
• Email: eli@vandergiessen.ca eli
• Blog: http://blog.vandergiessen.ca VAN
DER
• LinkedIn: http://ca.linkedin.com/in/elijahv
• Twitter: @elijah GIES
SEN
.ca
Hinweis der Redaktion
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Hi, my name’s Eli.\nSometimes I live on the internet\n
By night I’m the organizer of Vancouver’s Net Tuesday, a monthly meetup that connects nonprofits with their allies in technology and communications.\nYou should join us. :-)\nNext event: Saturday, April 28.\n
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85+ monthly meetups\n
By day I work at the David Suzuki Foundation as the Creative Services lead.\nWe do the website, the email campaigns, and the social media work.\n\nOur name may be Creative Services, but at our heart we’re the marketing team for the Foundation. We support the scientists and campaigners in connecting with the public, and help build a constituency to support our work both financially and through advocacy.\n
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What is Social Media Marketing good for?\nWell, if you’re a nonprofit I’ll tell you what is ISN’T good for - fundraising.\n
or Kiva (untold millions)\n
Or maybe Wikipedia ($16 million)\nNot sure how much came via web vs the share call-to-action made after the donation.\n
Twestival ($250,000+) or Kiva or Wikipedia but these are just that... exceptions. For the majority of nonprofits they aren’t raising real dollars online. Need proof of how awful they’re doing? Data is basically impossible to find! :-)\n\n
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Blackbaud peer fundraising report\n
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Social media is a blow burn.\nEmail got me to $1900 in one week. But you can’t rely on email only.\nThe next $700 came via Social Media (27%)\n\n
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So, it’s a big looong form (sigh - those policy wonks fight for exact detail over sexy copy)\nIn November the senate vetoed the Climate Change Accountability Act (Greenhouse has targets) - doing something is contrary to the established tradition of the Canadian Senate. There was outrage!\nSo we sent our 32,000 supporters who have done advocacy work in the past.\n
We send to email and Facebook. Equal size lists.\n
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Even better, it’s not junk traffic. The red selected area shows the % of visitors for each traffic source that completed the action alert form.\nSo almost 60% of visitors from our email list completed the action.\nFacebook compares well compared at 40%... visitors from a link on http://www.DavidSuzuki.org perform badly and surprise guest Reddit.com, a social news site, which delivers a chunk of much more poorly performing traffic... perhaps because they didn’t have a prior relationship with us.\naction email: 8608*.6=4985\nFB: 15995*.41=6558\nDirect/None: 13888*.19=2638\nAnd Reddit brought 3227*24=774 completions\n\n\n
There’s some mad social media activity going on.\nHere’s the social media activity for the action alert.\n\nRe-write slide in text to move delicious and Digg\n
Yes.\nBut you’ve also got to make it easy.\nBe SHAMELESS in asking folks to share. Give them every opportunity.\n
Trust me. I have a chart.\nAnd the Chart (via Neilsen) says that the most trusted form of advertising is a recommendation from your friend.\nWell, duh.\nAnd that’s what social media can give you. A way for friends to recommend you to their friends.\n
So, here’s how I shamelessly asked folks to advertise the action alert on behalf of the David Suzuki Foundation....\n On the confirmation page shown after the action is completed there’s an email form where you can enter your friend’s info.\n
And a Twitter “Tweet” and Facebook “Like” button.\n
Plus copy to forward in the Thank you email sent afterwards.\n
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Which is a fantastic result, all other growth for the month comes to 600 sign-ups (event sign-up forms and website sign-ups)\nAnd for those “other” folk I don’t necessarily have their full addresses and a hint at their issue of interest.\n\n
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slide illustrating the circle of life.\nSocial media to action alert to donor\n
And so, like the circle of life. We return to the connection between fundraising and social media. It isn’t direct. But the Social Media helps build a relationship between the organization and once those folks are converted via an action alert they join Team Financial Supporter.\nHakuna matata. etc. \n
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slide illustrating the circle of life.\nSocial media to action alert to donor\n
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Hi, my name’s Eli.\nSometimes I live on the internet\n