intersection between social media and fundraising 10/25/11
DESCRIPTION
Most nonprofits have created a robust following on their Facebook pages, Twitter streams and YouTube channels, but how often do those interactions turn in to donations for your nonprofit? At this session, learn how to master the tools and create a plan that will turn your loyal social media supporters into long-term donors. The session also includes case studies of fundraising programs that have raised dollars and awareness for nonprofits.TRANSCRIPT
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Presented by
Dawn A Crawford Social Media & Communications Consultant
@SocMediaRckStr
Intersection of Social Media and Fundraising
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• Full service agency that works exclusively with nonprofits
• Nearly 10 years of dedicated nonprofit communications experience paired with 7 years of corporate advertising experience
• Offer a full range of services – bring us your problem and we’ll solve it
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Social Media is a Conversation
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Do NOT Be This Guy
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Social Media
is a Relationshiphttp://www.flickr.com/photos/eelssej_/394781835/sizes/z/in/photostream/
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Creating Your Sustainable Plan
Master ToolsMake a Plan
Pick-A-PlatformGet Some IdeasFinal Thoughts
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http://www.flickr.com/photos/bre/552152780/sizes/l/
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Social Media DashboardHootSuite – HootSuite.com
• Manage all your social media in one place• Schedule updates• Batch upload• Analytics
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Analytics for $5 a Month!
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Peer-To-Peer Fundraising
• 7.5% transaction fees are industry standard + monthly fees
• Make sure it’s completely social media optimized
• Start small and repeat
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Prime the Pump
• Give value• Be a person• Identify champions• Take it off social media• Engage often
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Create a Plan
• Time limited• Clear call to action• Creative themes work• Update often• Use multi-media• Ideas!
• Beth Kanter Case Study Search http://www.bethkanter.org/category/case-studies/
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Surround Sound Approach
• Mention on all your current communications – newsletters, website, etc.
• Engage bloggers to tell your story• Leverage advocates to repost• Reach out to the media
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http://jasonpollock.tv/wp-content/uploads/2010/08/SocialMediaMap.jpg
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• Come HOME to Facebook - make your cause mesh with people's personal lives = family, friends and community
• Ask often• Leverage celebrations with Causes
• Backend through Network for Good
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• Get on VIP's radar• Ask for Retweets• Leverage advocates• Fundraise one tweet at a time
• Have a sponsor/partner match number of tweets $1 up to a total
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• Video is the next social media revolution – be ready for it!
• Great article on video fundraising ideas:• Video Can Help Boost Donations in End-Of-The-Year
Fundraising - http://www.bethkanter.org/hoffman-vide/ • Tips for Shooting A Winning Video For Your Nonprofit -
http://www.bethkanter.org/tips-video-shoot/
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• Claim your page – you never know• Do check-in fundraiser with a corporate
sponsor
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• Showcase what the fundraiser will fund – people, places and things
• Feature guest posts by bloggers about why they donate = your customers
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Project OverviewPurpose:
• Year-end fundraising campaign for the Autism Science Foundation
• Get small/medium donors who have some autism familiarity to donate
Distribution: Social media, website and email
Timeline:
• Material development: November 12 – November 30
• Campaign: December 1 – December 31http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
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Set Realistic GoalsContribute to achieving the ASF's year-end fundraising goal
Of $15,000
Contribute to an 15% increase in ASF's Twitter and Facebook followership for the month
Receive 2,000 views on the video
Place 5 posts on blogs
Place 1 media story
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Campaign ElementsLandscape Analysis
Campaign Logo Development Video
Website/Blog
Email Flight
Social Media Engagement
Blogger Outreach
Media Outreach
Thank You Notes
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Website – Recipe4Hope.org1,016 visits (758 absolute unique
visits)
74.41% new visits
63 sources and mediums drove traffic to the site
Nearly 25% of all traffic came from Facebook - After that was Twitter (6%) and the Discover Magazine Blog Bad Astronomy (5%)
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One of the best engagement tools of the campaign
Highlights included cookie photos and December 15 Status Update Contest
13% “Like” increase for the month
1,585% increase in Post Views in comparison to Nov 2010
16% increase in Post Feedback in comparison to Nov 2010
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5% overall increase in Twitter followers
Frequency – 101 tweets
Reach – 4,540 followers
Impressions – 219,318 followers
175 clicks on links in tweets
Biggest lull around Christmas
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Media & Bloggers2 media stories including USA Today “How to make your impact
this holiday season”
15 Placed Blog Posts and got 2 “Ripples”
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Call2Action WidgetDonation widget that could be embedded in blogs or websites
• 32,593 Hits
• 15,756 Unique Views
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Fundraising Stats$10,954 raised online between 11/30 - 12/31
64 gifts overall
$171 average gift
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Philanthroper.com – called the “Groupon” for nonprofits because it highlights one nonprofit a day to raise awareness and funds $1 at a time
$307 donations + some larger donations through ASF website
6 national blog posts
31 tweets with amazing reach
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Social Media is a Conversation
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Explore
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Nerd Out & Experiment
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Take It Off Line
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Say Bye-Byehttp://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
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Passion is Infectious
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Biz Card + Magic = Presentation + Reading List
Dawn CrawfordPrincipal Communicator
720-231-1930@SocMediaRckStr