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Fundraising with Social Media

Presented by Geri Stengel

For The Community Foundation Of Northwest Connecticut

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Agenda

• Just the facts ma’amJust the facts ma’am• Same rules different mediumSame rules different medium• Where’s the moneyWhere’s the money• Case studiesCase studies• Next stepNext step

• Just the facts ma’amJust the facts ma’am• Same rules different mediumSame rules different medium• Where’s the moneyWhere’s the money• Case studiesCase studies• Next stepNext step

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Just the Facts Ma’am

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Online Giving

Source: GivingUSA and The Online Giving Study: A Call to Reinvent Donor Relationships By A Network for Good and True Sense Marketing

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2009 Online Giving by Venue in $ Millions

..

Source: The Online Giving Study: A Call to Reinvent Donor Relationships by A Network for Good and True Sense Marketing

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2007-2009 Online Giving Trends by Venue

Source: The Online Giving Study: A Call to Reinvent Donor Relationships by A Network for Good and True Sense Marketing

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Trends in Percent of New Donors Giving Online

Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report by Target Analysis

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New Donors by Age

Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report by Target Analysis

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New Donors by Household Income

Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report by Target Analysis

7%

23%21%

17%

21%

11%

15%

32%

21%

12% 13%

5%

Joined Online Joined by Mail

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Revenue per New 2010 Donor

Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report by Target Analysis

Joined Online Joined by Mail

$62

$32

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Where’s the Money

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Social Media and Its Impact on Giving

• 69% of donors have one or more social media accounts

• The majority of donors do not follow nonprofits through social media

• Among those use social media to follow a nonprofit

– 65% say they do so because the nonprofit is an expert in its field

– 62% because the not-for-profit posts relevant updates on its work

Source: The Cygnus Donor Survey: Where Philanthropy is Headed in 2011

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The Influence of Friends

• 16% are more likely to follow a nonprofit if a friend is

• 17% of social media account holders make a first-time gift after following a nonprofit

• 17% have been influenced to give again to one they already support through following

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It’s About Growing the Pie Not Fighting Over Crumbs

As a result of following• 45% have increased giving• 52% said it remained the same

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Social Media Another Donor Communications Tool

• “I want to be informed about how a donation is being used and not left to wonder if the gift is really making a difference.”

• “What inspires me to give are stories of success: hearing about interventions that really save lives, improve lives, and make a sustainable difference.”

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A Comparison of Costs of Fundraising Tools

Source: Illustration, @shanesnow, Visual Data; Content Blackbaud, Run Walk Fundraising Council

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A Comparison of Online Donations

Source: Illustration, @shanesnow, Visual Data; Content Blackbaud, Run Walk Fundraising Council

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Source: Illustration, @shanesnow, Visual Data; Content Blackbaud, Run Walk Fundraising Council

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Source: Illustration, @shanesnow, Visual Data; Content Blackbaud, Run Walk Fundraising Council

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A Wide Range of Metrics Are Available

Source: Illustration, @shanesnow, Visual Data; Content Blackbaud, Run Walk Fundraising Council

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The More You Do Social Media The More Effective You Are

1-4 5-9 10-24 25+

38%

49%46%

54%

Hours Per Week Spend on Social Media

Source: Nonprofits and Social Media: It Ain’t Optional

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Case Studies

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Online Red Kettle Facebook Applicaiton

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A Happy Tweetsgiving to You

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YouTube Raises a Roof

http://www.youtube.com/watch?v=jnIsUGcCcfM&feature=player_embedded

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LinkedIn: A Powerful Fundraising Tool

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Next Steps

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Learning to Use Social Media

Learning by doing 91%

Observing what others are doing

82%

Reading online resources 70%

Talking to colleagues 61%

Attending classes (in person and online)

47%

Talking to experts 43%

Attending social media conferences

26%

Reading books 22%

Hired an expert on staff 15%

Hired a consultant / outsource some all functions 11%Source: Nonprofits and Social Media: It Ain’t Optional

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Conclusions: Fundraising With Social Media

• A low cost fundraising tool• Strength is more as a communication tool than directly raising money• Open doors to new donors• Reinforces other efforts to increase giving• Learning is trail and error, but educational exists

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Resources

• Fundraising With Social Media http://slidesha.re/iM6Dnn

• Nonprofits and Social Media: It Ain't Optionalhttp://www.ventureneer.com/sites/default/files/nonprofits-and-social-media-it-aint-optional_0.pdf

• One stop resources social media as they are used by nonprofits http://ventureneer.com/npsome/

• Social Media for Your Nonprofit:Take Charge http://ventureneer.com/sites/default/files/ebooks/ventureneer-socialmedia-nonprofits-take-charge.pdf

• LinkedIn: A Power Tool for Nonprofitshttp://ventureneer.com/node/1776

• Online Guide to Commercial ASP and Portal Providers for the Nonprofit Sector http://www.nonprofitmatrix.com/

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