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Leveraging Social Media for Fundraising Success

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Mikey Ames
Mikey Ames

Leveraging Social Media for Fundraising Success. Prepared for the April 2009 Case IV conference for university advancement officers.

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Leveraging Social Media for Fundraising Success Michael Ames Pursuant Prepared for CaseIV Conference April 5, 2009 - Oklahoma City, OK
Definition of Terms ,[object Object]
Social Media is… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
Social Media is…
Well… sort of. BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
You Can’t Leverage Social Media! ,[object Object],[object Object],[object Object]
Social Media REALLY is… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
a CONVERSATION… http://www.flickr.com/photos/noxdineen
That is powered by… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnneFIOPartners
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],From the Cluetrain Manifesto The Cluetrain Manifesto: The End of Business as Usual : Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
[object Object],[object Object],[object Object],[object Object],From the Cluetrain Manifesto
People have now had a taste of two way conversations around your brand. They won’t wait for you to talk about you. They don’t want to listen to this… http://www.flickr.com/photos/nationaalarchief
A few quick stats… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Universal McCann’s Comparative Study on Social Media Trends, April 2008 , The conversation is happening…with or without you. BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
Some differences in tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SOCIAL MEDIA Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creatio n Source: Slide 10 from "What's Next In Media?" by Neil Perkin
In social media, you might be the topic of conversation without being the center of it ,[object Object],[object Object],firstgiving presentation, Using social media to expand your fundraising horizons BROADCAST MEDIA SOCIAL MEDIA
Let’s Consider What is Happening to Email ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Quick Case in Point ,[object Object],[object Object],[object Object],[object Object],@mikeyames The Pursuant Group
Quick Case in Point ,[object Object],@mikeyames The Pursuant Group SCOREBOARD!!
Quick Case in Point ,[object Object],[object Object],@mikeyames The Pursuant Group
Quick Case in Point ,[object Object],[object Object],@mikeyames The Pursuant Group
Quick Case in Point ,[object Object],[object Object],[object Object],[object Object],[object Object],@mikeyames The Pursuant Group
Quick Case in Point – open letter “advice” to the LIVESTRONG foundation ,[object Object],@mikeyames The Pursuant Group Lance has already communicated with his followers in this way. Hundreds of comments poured in within days.
Quick Case in Point – open letter “advice” to the LIVESTRONG foundation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],@mikeyames The Pursuant Group
Quick Case in Point – open letter “advice” to the LIVESTRONG foundation What won’t be mentioned in the headline -- the months of acquisition and cultivation work Lance Armstrong has done in the preceding months to make this solicitation effective. But… Lance Armstrong isn’t doing acquisition and cultivation. Lance Armstrong is simply in conversation with his followers. (that’s the best kind of cultivation) “ LIVESTRONG Raises Hundreds of Thousands in Three Days Using Just Twitter” @mikeyames The Pursuant Group
So, Should I Get Me a Twitter? ,[object Object],[object Object],[object Object],@mikeyames The Pursuant Group
Thinking Things Through ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Beth Kanter Groundswell
People Source: Beth Kanter, from 10/08 Share Our Strength presentation
Who are these people? Source: Forrester, Groundswell
 
Objective: What do you want to accomplish? ,[object Object],[object Object],[object Object],[object Object],[object Object],a specific measurable result expected within a particular time period Source: Beth Kanter, from 10/08 Share Our Strength presentation
Strategy: Plan for how relationships with people will change ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Beth Kanter, from 10/08 Share Our Strength presentation
Technology: Decide which social technologies to use to support strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Beth Kanter, from 10/08 Share Our Strength presentation
Tactics – Tools - Time Listen Participate Community Building & Social Networking Generate Buzz Less Time More Time 5hr 10hr 15hr 20hr Share Content Used with Creative Commons permission from Beth Kanter
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Beth Kanter, Listening Literacy Online Listening
Online Listening ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Beth Kanter, Listening Literacy
Social Media Tracking Source: Danielle Brigada, NWF Online Listening
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Some tools for listening search.twitter.com tweetbeep.com twist.flaptor.com twemes.com www.tweetdeck.com
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Some tools to find others search.twitter.com www.twellow.com www.chrisfinke.com/twitslikeme www.socialbrandindex.com twitter.com
Online Participation ,[object Object],[object Object],[object Object],[object Object],Generate Buzz ,[object Object],[object Object],[object Object]
Share Content ,[object Object],[object Object],[object Object]
Community Building and Social Networking ,[object Object],[object Object],[object Object]
Giving Up Control ,[object Object],[object Object],[object Object],[object Object],firstgiving presentation, Using social media to expand your fundraising horizons
Tactics – Tools - Time Listen Participate Community Building & Social Networking Generate Buzz Less Time More Time 5hr 10hr 15hr 20hr Share Content Used with permission from Beth Kanter

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Leveraging Social Media for Fundraising Success

  • 1. Leveraging Social Media for Fundraising Success Michael Ames Pursuant Prepared for CaseIV Conference April 5, 2009 - Oklahoma City, OK
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  • 3. Social Media is… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
  • 5. Well… sort of. BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
  • 6.
  • 7. Social Media REALLY is… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners
  • 8. a CONVERSATION… http://www.flickr.com/photos/noxdineen
  • 9. That is powered by… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnneFIOPartners
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  • 13. People have now had a taste of two way conversations around your brand. They won’t wait for you to talk about you. They don’t want to listen to this… http://www.flickr.com/photos/nationaalarchief
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  • 25. Quick Case in Point – open letter “advice” to the LIVESTRONG foundation What won’t be mentioned in the headline -- the months of acquisition and cultivation work Lance Armstrong has done in the preceding months to make this solicitation effective. But… Lance Armstrong isn’t doing acquisition and cultivation. Lance Armstrong is simply in conversation with his followers. (that’s the best kind of cultivation) “ LIVESTRONG Raises Hundreds of Thousands in Three Days Using Just Twitter” @mikeyames The Pursuant Group
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  • 28. People Source: Beth Kanter, from 10/08 Share Our Strength presentation
  • 29. Who are these people? Source: Forrester, Groundswell
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  • 34. Tactics – Tools - Time Listen Participate Community Building & Social Networking Generate Buzz Less Time More Time 5hr 10hr 15hr 20hr Share Content Used with Creative Commons permission from Beth Kanter
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  • 37. Social Media Tracking Source: Danielle Brigada, NWF Online Listening
  • 38. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Some tools for listening search.twitter.com tweetbeep.com twist.flaptor.com twemes.com www.tweetdeck.com
  • 39. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Some tools to find others search.twitter.com www.twellow.com www.chrisfinke.com/twitslikeme www.socialbrandindex.com twitter.com
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  • 44. Tactics – Tools - Time Listen Participate Community Building & Social Networking Generate Buzz Less Time More Time 5hr 10hr 15hr 20hr Share Content Used with permission from Beth Kanter