social media and fundraising
TRANSCRIPT
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Social Media and FundraisingMay 2016 | Erica Klinger, Director of Marketing
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Social media is “Word of Mouth” marketing and not a direct response channel.
Focus on the SHARE, not the donation.
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Can you use social media to ignite fundraising? Yes!
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Start with a plan
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Create clear goals for the channel
Increase AWARENESS with 100 post shares
Increase ENGAGEMENTwith 100 hashtag mentions
Encourage referrals through POST-DONATION sharing
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Tactics to increase AWARENESS
• Create branded sharing images (memes)
• Pay to boost your posts
• Build an influencer email list (media, ambassadors, partners)
• Email influencers example messages
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Tactics to increase ENGAGEMENT
• Create videos, blog posts and infographics
• Tag partners in your post
• Moderate and reply quickly to comments
• Encourage people to share with a promotion
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Tactics to encourage REFERRALS
• Create urgency and share your fundraising goal
• Link back to your donation page – always!
• Promote matching funds to incentivize donors
• Add a social sharing widget on the confirmation page
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Identify your target audiences and define key messages
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Some GOOD content examples.
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SOCIAL MEDIA MATURITY. Create a scaleable and realistic plan. Source: Beth Kanter
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Create “sharable” content
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Content changes along a donor journey(infographics, articles, celebrity endorsements, photos, quizzes)
Donate
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TOP CONTENT IS SIMILAR FOR ALL GENERATIONS. Blog articles, images, comments, and eBooks. Source: moz.com
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Think about content people will share
Surprise people(interesting images & facts)
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#GIVING TUESDAY – VIRTUAL REALITY. Crowdrise created an app to watch a Giving Tower grow taller as people from around the world donated to their favorite causes. You could even compare the giving to famous tall buildings in the U.S.
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TOMS ONE DAY WITHOUT SHOES - INSTAGRAM. For each photo posted of bare feet, TOMS will give a pair of shoes to a child in need. Millions of people around the world spent the entire day barefoot and tagged their friends to do the same.
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ONE GIRL AUSTRALIA – DO IT IN A DRESS. Peer to Peer campaign where the donor buys a dress, builds a network of education and women supporters to send girls in Africa to school. Uses fundraising platform CauseVox.
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Leverage a Trend(viral videos, celebrity
endorsements, zombies, etc.)
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RELATE RECENT NEWS TO YOUR CAMPAIGN. Raise awareness about inspiring philanthropists and causes they support.
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ALS ICE BUCKET CHALLENGE: An exceptional example of viral social media content. It leveraged the “feel good” factor and is still going on - with over $115m raised since 2014.
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GIVEBIG PSA VIDEO. Sounders FC Captain Brad Evans voices his GiveBIG support with Macklemore & Ryan Lewis “Downtown” soundtrack. Over 31,000 views, a 23% increase compared to 2015
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Inspire People(stunning photos or quotes)
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PICTURES SPEAK A THOUSAND WORDS Half of social network site users share news stories, images or videos, and nearly as many (46%) have discussed a news issue or event.
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CURATION OF 51 BEAUTIFUL LITERATURE QUOTES. This blog post had over 9m views and over 1.4m shares. Most people have favorite books and quotes.
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COMPELLING IMAGES AND STORYTELLING. Charity: Water does storytelling through both video, written text and curated images. They also dedicated an entire page of their website to heart-warming, positive-outcome stories.
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Don’t be afraid to ask
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Start a conversation
“What’s your favorite kind of
Girl Scout Cookie?”
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Seth Godin, authorof “All Marketers are Liars”
Position your organization as
a valued supplier.
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Show heart and urgency
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Use social media to tell your story and to thank donors
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SHOW HOW MUCH YOU CARE. Share your expertise, events, news and passion for your cause. This one post had 418 likes, 47 shares and 38 comments.
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A ticker countdown builds urgency
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Leaderboards & incentives build excitement
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Leverage brand ambassadors
Build a list of people that love your brand and will share your content in their social networks.
• Employees
• Volunteers
• Board
• Family
• Friends
• Media and bloggers
• Celebrities
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Listen to the science
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Analyze data tooptimize your campaign
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Watch trends in donations
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Check your shares
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Review conversion channels
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Compare youremail click rate
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A quick review…
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Set your goals for social media
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Make storytelling fun & interesting
Fun
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Learn from your failures
$%(L@#!
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Review analytics frequently
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Keep it simple.
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Resources• crowdrise.com/givingtower – #givingtuesday campaign• alsa.org/fight-als/ice-bucket-challenge.html – ALS Campaign• toms.com/one-day-without-shoes – Global health & Education• doitinadress.com/ - Education Campaign• sethgodin.com – Author and Blogger• pewinternet.org - Pew Research Center 2015• moz.com – SEO and Search Software• givebig.seattlefoundation.org – Tableau dashboard
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Questions?