Social Media: Your On-Ramp to Future Fundraising
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This document provides an overview of a workshop on using social media for fundraising. The workshop discusses how social media has changed fundraising and how nonprofits need an online strategy to engage younger donors. It emphasizes the importance of building community through social media by being genuine, generous, and grateful. The workshop also provides examples of how nonprofits can use social media for project-specific campaigns, celebrations, events, and major donor engagement and acquisition. Attendees brainstorm ways to tell fundraising stories and integrate social media engagement into direct mail and email asks.
Social Media: Your On-Ramp to Future Fundraising
- 1. Social Media: Your On-Ramp to Future Fundraising with Kivi Leroux Miller, NonprofitMarketingGuide.com http://www.flickr.com/photos/shingst/5215004579
- 2. Kivi Leroux Miller New Book in the Works!
- 3. Morning: Getting Your Head in the Right Place (Strategy) Approaching and After Lunch: Making It Work (Tactics)
- 4. Not Going In-Depth on Any Particular Platform or Tool http://www.flickr.com/photos/webtreatsetc/4520808115
- 6. Has Social Media Changed EVERYTHING or NOTHING about Fundraising? Straw Poll at Your Table & Discuss. If You Had to Pick, Which Way Would You Go?
- 8. Submitting Questions – “Stupid” and Otherwise Tweet with #smonramp or Write It on a Post-It
- 9. Where to Get the Data • E-benchmarksstudy.com (NTEN, M&R) • Onlinegivingstudy.org (Network for Good) • Online Nonprofit Benchmark Study (Convio) • Blackbaud Index of Charitable Giving/Index of Online Giving • Pew Internet and American Life Project
- 10. FACT #1: Online is Mainstream. Ignore at Your Own Peril.
- 11. Google turned 13 in September 2011 YouTube turned 8 in May 2012 Twitter turned 7 in March 2012 The iPhone turned 5 in January 2012 The pace of change is relentless.
- 12. All generations are online in significant numbers.
- 14. Online giving is growing fast, but is still small overall. Source: 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report
- 15. Giving directly connected to social media represents only 15% of online giving. Source: Network for Good’s Digital Giving Index 2011
- 16. If you registered for this workshop because you are in a financial crisis, leave now and go write some direct mail appeal letters. flickr.com/photos/carbonnyc/33413040
- 17. If you want donors under age 65, you need an online strategy (web, email, social). Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
- 18. Online donors tend to be wealthier and give bigger gifts . . . But donor retention is currently lower. Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
- 19. FACT #2: Internet = Social Web Half are Social Media Sites; the Other Half Offer Many Social Elements Alexa Rankings, January 2012
- 20. Half of boomers use social media; 1/3 of people over 65. Pace of growth is now fastest for those over 65.
- 21. Online life is real life – because it’s all about connecting, sharing and conversation.
- 23. FACT #3: We live in a culture of SNACK SIZING: Fast, Timely, Convenient flickr.com/photos/49024304@N00/1546033671
- 24. 88% of U.S. adults have cell phones. 55% use it to go online. 17% are cell-mostly Internet users. “Cell Internet Use 2012” by Pew Internet and American Life Project, June 2012 flickr.com/photos/buzzfarmers/7317967922/
- 25. 65% of U.S. adults sleep with cell phone beside them – and a third check it before getting out of bed! flickr.com/photos/coletivomambembe/3695560876
- 26. Mobile (and Social Media) Users Are Not Just Rich, White People
- 27. The 24-hour news cycle is now our cultural expectation.
- 28. http://www.adverblog.com/2012/04/28/visual-social-network-infographic/ visuals to The use of convey both skyrocketing. text and data is
- 29. Let me outa here . . . It’s too much for us. flickr.com/photos/carbonnyc/33413040
- 30. IT’S OK: We are all still learning flickr.com/photos/telachhe/3342173731
- 31. Submitting Questions – “Stupid” and Otherwise Tweet with #smonramp or Write It on a Post-It
- 32. flickr.com/photos/anthrovik/264643857 “Engagement” Focus on
- 33. flickr.com/photos/_dchris/4029619041 Well, it starts more like this. You mix. You mingle. You’re social.
- 34. You want to be seen as a member of a community – as “one of us.” flickr.com/photos/owengeronimo/4263163891
- 35. flickr.com/photos/scrapstothefuture/298131038 Not as the loud drunk ones hustling on the bar.
- 36. You build flickr.com/photos/oddwick/2156258068 community. flickr.com/photos/captured-spirit_/221033524/ But remember: Community ≠ Fans
- 38. .flickr.com/photos/phuson/506582978 Rapport with Fans = Friendraising and Fundraising
- 39. Dwight Carter Photo by “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ~ Maya Angelou Never discount rapport! It’s essential for engagement.
- 40. Beginner Social Media Strategy The Do-Think-Feel Mix
- 41. flickr.com/photos/crystalflickr/2144391402 SEEK a MIX of RESULTS: DO Something: Calling to Action THINK Something: Sharing/Educating FEEL Something: Building Rapport
- 42. 5 Minute Share Pair: What percentage do you think you are doing now of Do, Think, Feel? How might you adjust it to create more engagement?
- 43. Intermediate Social Media Strategy The Three Gs: Genuine, Generous, Grateful
- 44. The Simple Path to Engagement 1 Be Genuine. 2 flickr.com/photos/celloc/2957825631 Be Generous. 3 Be Grateful.
- 45. flickr.com/photos/noelzialee Be Genuine: Show us the 1 personal side of your work.
- 46. Darius Goes West won two major giving contests. flickr.com/photos/30240240@N04/3201649084
- 47. “You have to stimulate an emotional incentive for people – so they feel a sense of pride and joy when they forward your organization’s story to their friends.” Logan Smalley, founder and co-president, Darius Goes West Foundation flickr.com/photos/whiteafrican/3251264618; AGC Conversational Case Studies by Beth Kanter & Allison Fine
- 48. flickr.com/photos/marcinmoga Be Generous: Think of 2 communicating as gift giving.
- 49. Be a helpful human.
- 50. Flickr: Brittany G Listen to what your supporters are saying – and respond!
- 51. 5 Minute Share Pair: How can you be a more generous communicator? A more helpful human to your supporters? More actively listen and respond?
- 52. flickr.com/photos/shawnzlea Be Grateful: Blow kisses to 3 your supporters all the time.
- 53. Epic Change uses Twitter to build fundraisers around public displays of gratitude.
- 55. Zombie Walk Photos Thanking Partners
- 56. Submitting Questions – “Stupid” and Otherwise Tweet with #smonramp or Write It on a Post-It
- 57. 6 Ways to Use Social Media in Fundraising • 2 Where People Fundraise for You • 2 Where You Add on Social Media • 2 Where You Use It as a Individual Fundraiser Rather Than the Org
- 58. Julie Meyer Positive Wellness Alliance Anyone else from a nonprofit that does medical case management?
- 59. Brenda Houser Pastor’s Pantry Anyone else from a food bank?
- 60. 1 Project-Specific Short-Term Campaigns That Raise Money Now
- 63. Elements for Success: • Why / For What? • $$ Goal • Timeframe • Get Personal – Community, Evangelists, Partners • Integrate with Email, Calls, Etc. • Tell the Story from Start to Finish
- 64. How Can We Tell the Story Over 4 Weeks? Raise $500 for Prevention Workshop Materials (Purple Cards) Raise $10,000 for New Truck to Deliver Groceries (Green Cards) Brainstorm Story Ideas on Cards, Then Put Them in Story Order
- 65. 2 Encouraging Donations for Celebrations to Raise Money Throughout the Year
- 69. Celebrations That Can Work Well • Birthdays • Weddings • Holidays • Memorials Let’s Say You Were Going to Recruit 10 People to Do This . . . How Can You Treat These 10 People Like Major Donors with Some Extra Support?
- 70. 3 Adding Social to Your In-Person Events
- 71. Wines of the World Tables with Yellow Cards!
- 72. Build on These Event Elements: • Selling Only 100 Tickets • Silent Auction • Wine and Food Pairing from Five Regions of the World
- 73. Kentucky Derby Party Tables with Blue Cards!
- 74. Build on These Event Elements: • Derby Party Hat Workshop • Run for the Rosé • Live Auction
- 75. 4 Add Soft Ask to Direct Mail and/or Email Asks within an Integrated Campaign
- 76. Social Media Engagement Asks to Pair with $ Ask: • Take a pledge • Upload of photo • Share a note • What else?
- 77. 5 Major Donor Engagement to Increase Donor Retention
- 79. Carolyn M. Appleton, CFRE San Antonio, Texas http://carolynmappletoninc.wordpress.com “I allow my Facebook profile to be viewed by ‘friends of friends’ so friends of my donors (family members who are also on their family foundation board and other affluent colleagues they know) can see my profile without having to officially like the Page for security reasons … it is a strategy for a major gift individual fundraiser, rather than a business/organization-type Facebook page would be.”
- 80. 6 Major Donor Acquisition – It’s All about Who Knows Whom!
- 81. Submitting Questions – “Stupid” and Otherwise Tweet with #smonramp or Write It on a Post-It
- 82. Your Job Now: Take the leap of faith. flickr.com/photos/hunterwilliams/3333797271/
- 83. Here are your floaties. Put them on, and you’ll be just fine! (Promise!)
- 84. 1 You need an integrated mix of online tools.
- 85. Need to Catch Up? Get My Checklists on Home Pages, Donate Pages, and Email Fundraising. Kivilm.com/hello
- 86. 2 You need to be real people online.
- 87. You need more 3 little experiments. Put this on your reading list. flickr.com/photos/suzettesuzette/6211600207
- 89. More Info on Social Fundraising Tools Causes.com, Razoo.com, FirstGiving.com . . . Many others. http://www.socialbrite.org/2011/09/13/s ocial-fundraising-tools-our-top-5-picks/ http://mashable.com/2011/03/14/social- good-fundraising-tools/
- 90. Kivi Leroux Miller @kivilm Facebook.com/ nonprofitmarketingguide [email protected]