has social media fundraising finally arrived?
DESCRIPTION
The increasing adoption of social media and online fundraising platforms are finally colliding to bring about real social media fundraising. In the past two years, there have been social media fundraising experiments and several new fundraising solutions developed to integrate with social media. We’ll review software that integrates completely with Facebook and Twitter applications for fundraising, such as Causes and Help Attack, and when you should utilize them. We’ll also look at best practices for online campaigns that are primarily amplified by Facebook and Twitter, and what helps them to succeed.TRANSCRIPT
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Sponsored by:A Service
Of:
Has Social Media Fundraising Finally Arrived?
Debra Askanase
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Sponsored by:A Service
Of:
Affordable collaborative data
management in the cloud.
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Sponsored by:A Service
Of:
Today’s Speaker
Debra AskanaseFounder and Engagement Strategist,
Community Organizer 2.0
Hosting:
Sam Frank, Synthesis PartnershipAssisting with chat questions:
April Hunt, Nonprofit Webinars
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Has social media fundraising finally arrived?
Nonprofit Webinars August 17, 2011
http://www.flickr.com/photos/51352360@N00/4327438430/
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Debra Askanase, MBAFormer executive director, business consultant, program manager, community organizer.
Community Organizer 2.0Strategic social media engagement for nonprofit organizations.
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Has social media fundraising finally arrived?
http://www.flickr.com/photos/51352360@N00/4327438430/
Not…completely.
But SOCIAL has arrived.
ONLINE GIVING has arrived.
And the key to all successful online fundraising…
is ENGAGEMENT
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The rise in online giving
Annual US giving: $300 billion
Online US giving: 5% to 7% of $300b
Online giving growth rates 2009 - 2010: + 35% in 2010 (Blackbaud)+ 40% in 2010 (Convio)+ 24% in 2010 (Network for Good)+ 27% in 2010 (FirstGiving peer to peer)
http://www.blackbaud.com/bb/online/fundraising.aspxhttp://philanthropyblog.bwf.com/2011/03/convio-reports-on-growth-of-online.htmlt
http://www.onlinegivingstudy.org/quarterlyindex
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The future is here, and it’s social
http://www.flickr.com/photos/72098626@N00/3088582622/
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Giving is here, and it’s social
http://www.flickr.com/photos/60364452@N00/4303541664/
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There is nothing social about this button
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Donate Button for websites
Pre-2000
Donate using mobile phone/SMS
2005 2009 2011
Donate via social networks
Project-based website donations
Personal Fundraising through donation portals
Generalized online donation portals
Cross-platform donation portability
Abbreviated
History of Online
Donations
✪
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Fundraising using social networks
www.NonprofitSocialNetworkSurvey.com
*2011 Nonprofit Social Network Benchmark Report
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http://www.onlinegivingstudy.org./quarterlyindex
Japan tsunami and earthquake March 11, 2011
Social giving still growing
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Social giving trends
Source: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=4623
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Social media fundraising: some working definitions
Leverages the social web: social network sharing
Relies on or lives exclusively inside a social network or social media: entirely utilizes the social web or a social network to raise money
Innately utilizing the platform for donations is as close to a native use as you can find…now
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Soci
al M
edia Engage Cre
ates Trust
Mo
ve t
o
Action
Successful social network fundraising
Designing engagement
-oriented actions
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Leveraging the social web: social network sharing
http://www.flickr.com/photos/ansik/4425771596/lightbox/
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DONOR WEBSITE
FACEBOOK friends
OTHER SOCIAL
NETWORKS
TWITTER followers
Leveraging the social web
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social proof
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Fundraisers have to love you enough to share
I’m raising money for cancer research
Check out my donation page
and cool mustache!
Your ‘stacheis going to be scary!
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$30,000 raised by engaged followers
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There are a lot of online fundraising platforms that leverage social networks
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Site powered by CauseVox
Socializing and sharing comments
SXSW4Japan raised $125,683
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Social media sharing = donations
http://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends-infographic.htm
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Increase donations by 40% by leveraging social media
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Tweetathon: • 258 people/1,524 tweets with #bluekey• 169% increase in web traffic• led to >50% of key purchases that week
Used with permission from USA for UNHCR
USA for UNHCR #bluekey Tweetathon
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http://www.flickr.com/photos/pixelcore/1929817712/sizes/m/in/photostream/
Facebook sharing case study: FirstGivingNov. 8 – Dec. 5
11,233 shares from FG to Facebook via Gigya social sharing tool
55,335 visitors returned as a result of a share= 5:1 ratio of share:returning visitor!
Value of a FirstGivingshare to Facebook?$10.87
*Value of a site visitor overall? $4.07
3,416 returning visitors made a donation295 people created fundraising pages
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Leveraging social networks is definitely arriving
http://www.flickr.com/photos/51352360@N00/4327438430/
Online giving is growing
There is a growing online giving culture
Great for leveraging your base, and they will leverage their friends using social media
You need your own social media presence first
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http://www.flickr.com/photos/81464596@N00/4520062507/
Giving that relies on or lives exclusively inside the social web
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Facebook applications that mimic fundraising appeals
Facebook apps are propagated entirely through Facebook
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www.eternalhora.com
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Jumo: not very successful
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Causes: $35M for 27,000 nonprofits
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Causes
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Causes
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Facebook virtual gifts
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Widgets on MySpace
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Google donations on YouTube
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Giving that lives on a platform is growing
http://www.flickr.com/photos/51352360@N00/4327438430/
Not growing as quickly
Facebook giving slowly growing
Great to use if you have a large, engaged online fan base within a social platform
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What if someone could donate just by innately using social media?
http://www.flickr.com/photos/79471640@N00/485201047/
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What if you could donate by…
http://www.flickr.com/photos/51352360@N00/4327438430/
Posting a comment on a blog?
Liking a Facebook comment or tagging an image?
Recommending someone on Linkedin?
This is the future of social media giving
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Help Attack
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Retweeting to give
*note: Twitpay now also offers “retweet to buy” for commercial transactions, and the sister RT2Give site is closed
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Givey.co.uk
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Not fundraising, but native social media use
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Facebook Credits?
- 30% of any transaction goes to Facebook- Most commonly used to buy games- Has the potential to be used for donations- Now a subsidiary of Facebook payments subsidiary (as of
March 21, 2011)
For more on Facebook Payments: http://venturebeat.com/2011/03/21/facebook-payments/?source=facebook
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The Holy Grail: online giving = seamless part of social network conversation
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Innately utilizing platforms for giving is completely new
http://www.flickr.com/photos/51352360@N00/4327438430/
So seamless it could become very big in online giving
User adoption with new giving method a barrier
Experiment! Use this in conjunction with a time-limited campaign. Build in fundraiser education.
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Social media fundraising: which is the best fit for you?
Leverages the social web: social network sharing. All
nonprofits can utilize this type of social media fundraising
Relies on or lives exclusively inside a social network
or social media: entirely utilizes the social web or a social network to raise money. Need large number of engaged fans on network
Innately utilizing the platform for donations is as close to a native use as you can find. Experiment! Use during a campaign. Need fans on Facebook and Twitter
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Socialize your donate button
Socialize giving from your site and campaign website with social proof and social sharing
Choose the right social media fundraising method based on where your supporters are, and how engaged they are
Have an engaged social media presence organizationally to supercharge fans: it’s all about leveraging fans
Social media fundraising: a few good practices for success
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“Social media does not raise money, people
raise money”
-Holly Ross, NTEN Executive Director
http://www.nten.org/blog/2009/07/06/three-lessons-social-media-fundraising
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Debra AskanaseEngagement Strategist
[email protected]: @askdebra
Linkedin: www.linkedin.com/in/debraaskanaseSlideshare: www.slideshare.net/debaskGoogle Plus: http://gplus.to/askdebra
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