social media fundraising: past, present, and future
DESCRIPTION
Social media fundraising is still a curiosity - big opportunities for some, frustration and challenges for others. We'll discuss the history of social media fundraising since 2005, and draw lessons from successful campaigns. We will identify specific reasons to start fundraising on social media, and good reasons not to. Finally, you'll be prepared with a set of easy best practices you can do to prepare for the road ahead.TRANSCRIPT
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Social Media Fundraising: Past, Present, and Future
Ehren Foss
April 18, 2012
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Advising nonprofits in:
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(617) 969-1881
INTEGRATED PLANNING
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Today‟s Speaker
Ehren FossCEO
HelpAttack!Hosting:
Sam Frank, Synthesis Partnership
Assisting with chat questions:
Riley Croft, Nonprofit Webinars
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http://info.helpattack.com | @helpattack | [email protected]
Ehren Foss@[email protected]
Welcome!Social Media Fundraising: Past, Present, and Future
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HelpAttack! is social media fundraising:• Turns Facebook updates, Tweets, #hashtags, blog
posts...into microdonations.• Facebook & Twitter Apps for nonprofits• Consulting too
http://info.helpattack.com | @helpattack | [email protected]
Who the heck is HelpAttack?
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• From email to blogs to social networks• Convert offline & email fundraising expertise• Social CRM, social media is a channel
http://info.helpattack.com | @helpattack | [email protected]
Past, present, future
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• How is social media fundraising different from online fundraising or email? How is it the same?
• Case studies and best practices: What goals are realistic, and what effort is needed?
• How can smaller organizations find success?
http://info.helpattack.com | @helpattack | [email protected]
Best practices:
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Past
• Ashton Kutcher? Brands?o "Action triggered" cause marketingo Companies taking risks & innovating
• Email = biggest social networko Focus on email acquisition
• Coordinate multiple channels• One-offs
o Twestivalo 12kfor12ko Tweetsgiving
• Some Infrastructureo Facebook Causeso Rt2Give
http://bit.ly/IFdLI5 - historyhttp://bit.ly/HZTh0V - 10 lessons
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http://info.helpattack.com | @helpattack | [email protected]
Present
• Interest but not demand• Shiny new thing syndrome?
o Becoming process & results driveno "Donor database" ==> "Supporter database"
• Small slice of $20B given onlineo Most people not yet habituated to $ on SM
• More infrastructureo HelpAttack!, SmallAct, Causes.com, donation
tabs...o Mobile & native app developers
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http://info.helpattack.com | @helpattack | [email protected]
Future
• Social media fundraising becomes a channel• NFC (near field communication)• Portable payment information• We will assume...
o Donation an option through major SM networkso Coordinated supporter experienceo Coordinated fundraising, awareness, advocacy
campaigns
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• How people share - you can forward a fundraising email, but do you?
• Friends asking friends - peer to peer fundraising• Platforms driven by both:
o Causes, Crowdrise, CauseVox, FirstGiving, Greater Giving, HelpAttack!, etc
http://info.helpattack.com | @helpattack | [email protected]
NOTE: it's up to you, not the tool, to grow a relationship with those donors outside of the particular tool they are using.
Social Media vs. Email
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http://info.helpattack.com | @helpattack | [email protected]
Why is sharing important? Response and conversion rates.
Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDH
Social Media vs. Email
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http://info.helpattack.com | @helpattack | [email protected]
Why is sharing important? Response and conversion rates.
Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDH
Social Media vs. Email
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Sharing may boost response rates. FreeArtsNYC campaign for example:
1,200 Facebook fans, 500 Twitter followers. Retweets and shares from other organizations expanded audience
http://info.helpattack.com | @helpattack | [email protected]
Social Media vs. Email
Unique Visitors 291/1,700 (17%) 28x better than email
Pledges 26/1,700 (1.5%) 19x better than email
(vs 0.08%)
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• Audience is crucialo How big?o Who are they, and what do they care about?
• Experiment, test, and improve• Move donors up engagement ladder • "house file" is crucial• People give because:
o People they know giveo There's an immediate needo They are asked
http://info.helpattack.com | @helpattack | [email protected]
People give to faces and heartbeats, not
statistics!
How are they similar?
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• Not everybody sees each message.• Not everybody responds.
o Conversion rate• Each step in a process reduces response.
o Conversion funnelo 10% x 10% x 10% = 0.1%! (need 1,000 people to
start)• Part of every community is dead weight.
o Abandoned accounts, bots, spam folders..
http://info.helpattack.com | @helpattack | [email protected]
How are they similar?
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• Grown the sameo Starts with zero peopleo Takes time and effort
• Cost resources at firsto More than donations produced
• Worth it!
Where would you be without your email list today?
http://info.helpattack.com | @helpattack | [email protected]
How are they similar?
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Return on Investment (ROI)Like email, the ROI of social media should be measured
as a long term investment with compounding growth, rather than a short term balance sheet.
http://info.helpattack.com | @helpattack | [email protected]
How are they similar?
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• Set realistic goals• Grow your presence• Reward participation• Leverage a special event, celebrity ambassadors,
corporate sponsors• Thank donors!
http://info.helpattack.com | @helpattack | [email protected]
What are best practices for social media campaigns?
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• Get 10 new donors• Learn who they are• Thank them personally• Stay in touch with them
Ten donors giving $25 per month all year is an extra $3,000. Not bad!
http://info.helpattack.com | @helpattack | [email protected]
What are realistic goals?
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About* 6 hours of work over 6 weeks.
• 1 hour to brainstorm the right kind of campaign for your cause, and the supporters you want to reach
• 1 hour to invite other stakeholders• 1 hour to tell partners or super-supporters and ask them to help spread the
word• 30 minutes to write a blog post• 30 minutes to include in an email to your list• 2 hours of social media monitoring• 1 hour to download reports and upload into your supporter database
*can vary depending on you and your organization
http://info.helpattack.com | @helpattack | [email protected]
What time and effort are needed?
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2,500 followers ≈ 5-10 donors
http://info.helpattack.com | @helpattack | [email protected]
How do you figure?If you have around 2,500 followers, you’ll probably get 25 hits to the linked URL, and a few will complete the action. Repeat the ask in different ways to get to 5-10 donors.
What should I expect?
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• Earth Day, Valentines Day, event• …or create one! #oceangiving
http://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgiving
http://info.helpattack.com | @helpattack | [email protected]
Leverage a Special Event
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• Celebrity ambassadors• Corporate sponsors (JetBlue/FreeArts)
http://info.helpattack.com | @helpattack | [email protected]
Partners, Advocates, Celebrities
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• Reward participation• “Like” for a chance to
win…• Submit a picture for a
chance to win…• Nonmonetary gifts
(feature your picture, story, idea, etc)
http://info.helpattack.com | @helpattack | [email protected]
Reward Participation
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• Borrow an audience• Reach out to 10 people with 500 followers• Volunteers, other nonprofits, media, activists
http://info.helpattack.com | @helpattack | [email protected]
Grow Your Presence
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• Ads on Facebook, Twitter, Linkedin• Advertise on Google, Bing• Special programs (Google Grants,
YouTube nonprofit program, Hope140) for nonprofits
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Grow Your Presence
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Beth Kanter and AXIS Dance Company
http://info.helpattack.com | @helpattack | [email protected]
http://www.bethkanter.org/facebook-ads/, check it out!
Case Study with Facebook Ads
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Who: AXIS Dance Company and Beth Kanter
Goal: get local likes
Method: 2 kinds, one general and one specific
Cost: $5/day for the general, $8/day for the specific and decided to go for pay/click because we wanted to them to click through to our AXIS Facebook page and „Like‟ us on Facebook
http://www.bethkanter.org/facebook-ads/
http://info.helpattack.com | @helpattack | [email protected]
Case Study with Facebook Ads
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Axis Dance Company Results:• First 24 hours / $13 total budget• 67 Page Views• 28 Unique Page Views• 17 new likes (10 directly from the ad)• $13 for 10 likes
http://info.helpattack.com | @helpattack | [email protected]
Case Study with Facebook Ads
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http://www.facebook.com/NationalParks
http://info.helpattack.com | @helpattack | [email protected]
Real World Example- NPCA
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Thank supporters/donors right away on social
media. It's free and powerful.
http://info.helpattack.com | @helpattack | [email protected]
What's a free and easy way to keep supporters happy?
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• Provide inspiring stories about what donors are accomplishing with their givingo "Susan just donated enough for 20 thanksgiving
meals! Thank you!"• Be personal• Be specific: "Thanks for volunteering today Brian!"
more:http://www.futurefundraisingnow.com/future-fundraising/2012/02/how-skimping-on-your-
donors-can-make-you-lose-your-shirt.htmlhttp://www.bethkanter.org/say-thanks/
http://info.helpattack.com | @helpattack | [email protected]
Best Practices for Thanking Donors
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http://info.helpattack.com | @helpattack | [email protected]
Real World "Thank Yous"
http://www.youtube.com/watch?v=vBrc4c_1jio&feature=player_embedded
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Flickr, Tumblr, Pinterest
Make it visual! Find your "inner Picasso"
from Noland Hoshino guest post on John Haydon's blog, check it out!http://www.johnhaydon.com/2012/02/not-pin-on-pinterest/http://pinterest.com/nolandhoshino/
http://info.helpattack.com | @helpattack | [email protected]
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What NOT to post• Company logos
• Long paragraphs• Non-visual stuff
• Small images• Enormously long infographics. Instead, cut out sections
that‟s interesting• Anything that violates Pinterest‟s terms of agreement"
from Noland Hoshino guest post on John Haydon's blog, check it out!http://www.johnhaydon.com/2012/02/not-pin-on-pinterest/http://pinterest.com/nolandhoshino/
http://info.helpattack.com | @helpattack | [email protected]
Flickr, Tumblr, Pinterest
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• Find your ideal supporters• Friend them or Follow them• They will likely follow back if you engage them
with questions or content• Personalize the account with a picture, a voice
and even a brief bio of the person posting• Use tools like HootSuite, TweetDeck
http://info.helpattack.com | @helpattack | [email protected]
Small to Medium Sized Nonprofits
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• You can really know your supporters
• Grow the right audience• Easier to ask them for things
Try this:Choose a random hundred and look at their profiles. How did they find you? Who are they? Why are they following you? What value
can you provide?
http://info.helpattack.com | @helpattack | [email protected]
Smallness as an Advantage
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• Far more similar than different from other fundraising
• Sharing is criticalo Make it visualo Make it specific
• Focus on your foundationo General online donationso Supporter databaseo Create culture of listening & openness
• Then pick appropriate tools & campaigns
http://info.helpattack.com | @helpattack | [email protected]
Takeaways
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