1. Social Media
Major Gifts and Annual Giving
Tu-Anh Pham
Web Author

2. What is it?
• A conversation
• Way to engage with your audience
• Ongoing
• Viral marketing
– “Word of mouse”
– Copying and pasting
• Transparent

3. Conversation Prism – Brian Solis

4. Facebook
• If Facebook was a country, it would be the
8th most populated in the world, just
ahead of Japan. – Mark Zuckerberg
• 5 billion: Amount of minutes spent on
Facebook in a day
• 1 billion: Amount of content shared a week
on Facebook

7. Facebook Pages

8. Twitter
• 3 million: Avg number of tweets sent/day
• Followers, Replies, Retweets
• Constant conversation
• Promote traffic to website
• See what your audience is really thinking
• To the point

9. search.twitter.com

10. Social Media is About …
Listening

11. Get Involved and Let Go
• Don’t just talk about yourself. Ask
questions, engage people and link to
interesting sites, articles, etc.
• You cannot control the message
• You have to be honest and authentic

12. “Controlling the message is
not the answer. Learning to
use the new tools responsibly
within your organization is.”
- Charlotte Regional Partnership

13. Fundraising
• Use of social media is not the point
• Building relationships is
• Social media is a tool to connect you with
potential donors, sponsors, etc.

14. Fish Where the Fish Are
• Determine where your audience is
• Once you have your audience’s
attention, approach prospective
donors in “traditional” ways
(private meetings, grant
proposals, etc.) – and then secure
major gifts

15. Facebook Demographics
• Facebook’s largest user group is aged 35-
54 (it once was 18-24)
• Facebook 55+ users grew from 950,000 to
5,900,000 in only 6 months
(iStrategyLabs, January, 2010)

16. LinkedIn Demographics
• 37% of users are between 35-49
• 31% of users are older than 50
• 27% of users are between 18-34
• 38% of users make more than $100k
• 31% of users make between $60-100k
(Quantcast.com, 2010)

17. Twitter Demographics
• 45% of users are between 18-34
• 24% of users are between 35-49
• 30% of users have an income of over
$100k
• 28% of users makes between $60-100k
(Quantcast.com, 2010)

18. Long Term
• Short-term plans will result in minimum
donations and results
• Don’t expect immediate, easily measurable
results. It takes time to build trust and
make connections.

19. “No time…”
• Do not have to spend all day on it
• Have third-party tools open to follow the
conversation
• TweetDeck, HootSuite, etc.

21. Go Play and Explore