Social Media and Fundraising
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The document provides an overview of social media and its benefits for nonprofits. It discusses popular social media platforms like Facebook, Twitter, YouTube, and Pinterest and how nonprofits can use them for fundraising, communications, and engagement. It emphasizes the importance of having a social media policy and references online resources for creating one. The document concludes by noting that social media requires a strategic, ongoing approach rather than being treated as a one-time effort.
![“I don't believe society understands what
happens when everything is available,
knowable and recorded by everyone all the
time," [Schmidt] says. He predicts, apparently
seriously, that every young person one day
will be entitled automatically to change his or
her name on reaching adulthood in order to
disown youthful hijinks stored on their friends'
social media sites.”
8/14/10 Wall Street Journal article quoting Eric Schmidt,
43
former CEO of Google](https://image.slidesharecdn.com/clpghsocialmedia09182012-120917134415-phpapp02/85/Social-Media-and-Fundraising-43-320.jpg)
Social Media and Fundraising
- 1. Dave Tinker, CFRE September 18, 2012 Foundation Center – Sq. Hill Library 1
- 2. What is social media? Social media statistics and benefits Focus on Facebook, Twitter, YouTube and Pinterest How others use it to raise funds and communicate with their constituencies What are the components to a social media policy Why you need a social media policy Online resources for social media 2
- 3. Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio. Source - Wikipedia 3
- 4. Social media can include: Email, blogs, videos, IM, wikis, bookmarks, books, music and presentations What is Social Networking? Placing individuals into specific groups connected by a common interest 4
- 5. Public Relations Customer Services Loyalty Building Collaboration Networking Search Engine Optimization Enhance your Fundraising 5
- 6. People Use Social Media More than Anything Else on Internet 75% of Americans use social media 33% of adults online post to social media sites at least once a week 66% of all internet users in the world visit social networks Using social media is done more often than reading email It is growing faster than 3x the internet 93% of social media users believe an organization should have a presence in social media 6 Sources Forrester, Nielsen, TechCrunch, Wecando.biz
- 7. You can access social media PCs Tablets, Kindles, Nooks Phone TV and TV games Social Media is more interconnected 7
- 8. • Guess the correct social media statistic • The contestant who is the closest without going over wins! 8
- 9. • What percent of all time spent online is spent on social media sites? • 22% • 650 million people connect via mobile device • Social networking sites reach 1.2 billion people = 82% of people online Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 9
- 10. • Facebook has how many million active users? • 955 • 1 in 7 minutes of all time spent online is on Facebook • Average user connected to 80 groups, events and community pages • 250 million photos uploaded daily Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 10
- 11. • How many million Tweets are sent per day? • 340 • Twitter has 500 million users worldwide; • 180 million active • 340 million Tweets = 18 million pages of text Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal 11
- 12. “It (Ushahidi) is only 10% of the solution. The other 90% is up to the people and organisations using the platform.” Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection) 12
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- 15. • Listen to the social media impact statistic • Guess whether the correct answer is more or less! 15
- 16. • Of 136 countries surveyed, 100 reported Facebook as the leading social network (most users) • MORE: 127 countries Sources: Alexa & Google Trends for Web Sites December 2011, via VincosBlog 16
- 17. • Europe has the most Facebook users, with 250 million • LESS: Europe has 223 million, followed by North America with 219 million and Asia with 202 million Sources: Alexa & Google Trends for Web Sites December 2011, via VincosBlog 17
- 18. • Philanthropy & Social Media (Institute of Philanthropy) o “It Gets Better” LGBT awareness campaign raised more than $100k from more than 2,500 grassroots contributors o This is in addition to more than 10k videos uploaded and viewed more than 35 million times • Network for Good Giving Index Q2-2012 o Social giving up 12% year-over-year • Blackbaud 2010 Online Giving Report o $32 million in SMS (text) donations to the Red Cross for Haitian earthquake relief o Twestival (Twitter Festival) has raised nearly $1.2 million since 2009 for 137 nonprofits 18
- 19. More than 955 million users worldwide 175 million users login on any given day 10.5 Billion = number of minutes spent on Facebook each day Currently most popular social media in US Prospect Research and Fundraising Largest repository of photos on line in the world 2nd Largest repository of videos online 19
- 20. Nonprofit Resources by Facebook https://www.facebook.com/nonprofits Pages Ads Apps Places Events Groups 20
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- 26. 500 million users as of June 2012 140 Million in US 50 million people visit Twitter each day More than 50% of posts are done using an application and not via the Twitter website Created real-time search Watch trends as they happen Source: Semiocast 26
- 27. Anatomy of a Tweet 27
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- 29. Name @ Hashtags # URL Shorteners . Or “ Before a Tweet .@davethecfre 29
- 30. Pittsburgh Gives One Day Only Have Your Gift to ACHIEVA Matched – http://is.gd/1234 #pghgives (78 characters) The Pittsburgh Foundation will match your gift to ACHIEVA 50 cents for every dollar up to $2,500 Oct 28 at 10am http://is.gd/ZiQtDk PLS RT(140 characters) Join and Donate @aplusk, @drew 30
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- 32. Make a request in 140 Characters or less! Can be event, general request or pushing information State mission in 140 characters or less! 32
- 33. “We‟re still in the process of picking ourselves up off the floor after witnessing firsthand the fact that a 16-year-old YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage has over 5 months.” Michael J. Fox 33
- 34. 515 million unique users per month 60 hours of video are uploaded to YouTube every minute – 1 hr every second 4 billion videos viewed per day Now close captions videos Nonprofit Channels allow premium branding capabilities Embeddable on Websites Donate button Call to action 34
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- 37. Guidestar has listings for all 501(c)(3)s Network for Good uses Guidestar‟s database Network for Good has partnered with Give a Tweet http://www.giveatweet.com Change.org http://www.change.org Razoo http://www.razoo.com Facebook Causes, etc. http://www.facebook.com/causes Your information on Guidestar means you 37 have profiles on those services above
- 38. Launched in 2010 Fourth most used social media 12% of internet users use Pinterest Gender 19% of all women online us it 83% of users are women Source: Pew Internet and American Life Project, Alexa. Venturebeat 38
- 39. How to use it Ronald McDonald House of Southern Alberta http://pinterest.com/rmhsouthernab/rhymes-with- purple/ Pay per re-pin donations Pin It to Give It – Looking Good Feel Better Foundation http://pinterest.com/elizabetharden/pinittogiveit/ 39
- 40. Which social media tools will allow you to reach your desired audience? Is it Facebook, Twitter and YouTube? How will you incorporate it into your current online and offline efforts? What resources can you put into it? Who will do the work? Do you have a need for a Social Media policy for your organization? 40
- 41. Social Media Tracking Free Online Tools Facebook Search – must be logged in Twitter Search http://twitter.com/search Google Alerts http://www.google.com/alerts Dashboards Hootsuite http://www.hootsuite.com TweetDeck http://www.tweetdeck.com/ 41
- 42. You can update multiple accounts at the same time Desktop – TweetDeck, Seesmic You can create a free e-newspaper from your feeds Paper.li – http://www.paper.li No staff? Want outside help? 42 Use a company like GiveZooks.com, Shortstack.com
- 43. “I don't believe society understands what happens when everything is available, knowable and recorded by everyone all the time," [Schmidt] says. He predicts, apparently seriously, that every young person one day will be entitled automatically to change his or her name on reaching adulthood in order to disown youthful hijinks stored on their friends' social media sites.” 8/14/10 Wall Street Journal article quoting Eric Schmidt, 43 former CEO of Google
- 44. Use by employees, volunteers, consultants, and people you serve Impact on marketing and brand, fundraising, and awareness NPOs of all sizes need a policy 44
- 45. What it is: It sets expectations and boundaries Operational guidelines for people who use social media in their job What it is not: Static 45
- 46. Define social media Identify that you have concerns and interests Tell people what to avoid Remind people to protect privacy State how it‟s related to other agency policies Logos, photos, videos „Friending‟ clients, co-workers How to engage others 46
- 47. Can lead to Leaks Badmouthing Someone else speaking on your behalf It‟s Not Too Late 47
- 48. Online Policy Tool http://socialmedia.policytool.net 48
- 49. In 2010 AFP International convened a group of npo tech professionals crafted guidelines for members of AFP ASAE NTEN and The DMA, Nonprofit Federation Results were released in late 2010 http://is.gd/yGv43r 49
- 50. “Facebook Alternatives” Google+ http://plus.google.com Diaspora https://joindiaspora.com Ning http://www.ning.com Private “Twitter Alternatives”/Enterprise Social Media Yammer http://www.yammer.com Mango http://www.mangospring.com 50
- 51. Pictures/Videos Instagram http://www.instagram.com Tumblr – http://www.tumblr.com Location Foursquare http://www.foursquare.com Q&A Knowledge Quora http://www.quora.com 51
- 52. Alltop - http://social-media.alltop.com Beth Kanter - http://www.bethkanter.org GoogleAlerts – http://alerts.google.com Google for Nonprofits http://www.google.org John Haydon – http://johnhaydon.com Netwits Think Tank - http://www.netwitsthinktank.com Shortstack – http://www.shortstack.com SocialOomph –http://www.socialoomph.com YouTube Nonprofits – http://www.youtube.com/nonprofits 52
- 53. AFP Social Media Guidelines- http://is.gd/yGv43r Beth Kanter‟s list – http://is.gd/tSujQv NCE Social Media Blog - ncesocialmedia.wordpress.com PolicyTool - http://socialmedia.policytool.net/ Social Media Policy Samples - http://socialmediagovernance.com/policies.php 53
- 54. Listen & Engage It‟s a dialogue, not a monologue 85% of social media users believe that a company should also interact with its customers Be Active Update your information regularly Measure Audience How does it fit into your offline goals? 54
- 55. Definitions Social media isn‟t a fad Billions of users across the globe There are many, many tools No one tool is right for everyone They are not hard to learn, many online reference resources Enhances your fundraising and communications Put a policy in place! It‟s a marathon not a sprint You should think strategically with Social Media 55
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- 57. Dave Tinker, CFRE Vice President of Advancement ACHIEVA 412-995-5000 x 436 [email protected] http://www.achieva.info www.about.me/davethecfre 57
Editor's Notes
- #20: # of minutes spent of Facebook double from last year
- #21: PagesCreate a Page for your cause or organization to start engaging with supporters. People will be able to receive and respond to content from your Page by clicking the Like button. Your organization's Page content is distributed virally when your audience responds to or shares it. AdsCreate Ads to promote your organization and initiatives by targeting potential supporters across a variety of demographics, interests, and connections. Ads are seamlessly integrated into the Facebook experience, and are displayed to people in the right-hand column of Facebook while they browse content. ApplicationsAdd Applications your Page to display additional content and encourage audience participation in a customized, social setting. You can find relevant applications on Facebook and custom applications can be built by any developer that follows Facebook's Developer Policy. Claim Places and encourage supporters to check-in to the physical location of relevant event and retail locations. Checking in via a mobile phone informs supporters' friends about your organization, and generates viral check-in stories, allowing your organization to extend its reach to many potential new supporters.EventsCreate Events on your Page to share relevant conferences, fundraisers, and speaking events with supporters. Upon creating an event, a News Feed story with event info will post to your Page, and your audience can RSVP from your Page's Events tab or news feed story. You can increase RSVPs by posting status updates leading up to the Event, emailing lists, and linking from your site.GroupsCreate a Group to enable more opportunities for supporters to engage and organize – create polls, group chat, and shared docs. You can control who sees your group, and keep members informed with Group notifications and shared email addresses.
- #24: Over 8.3 million people us causes. Donations through causes use Network for Good.Crowdsourcing type of fundraising. People now have more access to personalized fried to friend software so they look to it, or sites like IndieGoGo.$50 million out of $1.2 trillion dollars raised each year (AAFRC) People are still trying to figure it out.
- #26: Drive people back to your own site…
- #30: Very easy to set up an accountJust need a valid email addressName @Usernames start with @ symbol Now used by Google+Hashtags #Most important word or phrase in tweetURL ShortenersTwitter now built one in Hootsuite, Tweetdeck, etc. also build them in
- #31: Drive people back to your own website…
- #32: RT’s – after an hour of tweeting, you have less than a 1% chance of it being RT’edRules of thumb – RT multiple times for every new tweet of your own.
- #36: YouTube Channels
- #39: Used for future planningOver 30 to 104 million monthly visits