1. Intersection of Social Media
and Fundraising:
Green Edition
Presented by
Dawn & Brian Crawford
Social Media & Communications Consultants
@SocMediaRckStr
http://www.free-background-wallpaper.com/images/wallpapers/1680x1050/flower-backgrounds/green-leaf-texture.jpg

2. • Raleigh-based full service agency that works exclusively with
nonprofits
• Nearly 10 years of dedicated nonprofit experience paired
with 7 years of corporate advertising experience
• Offer a full range of services – bring us your problem and
we’ll solve it
Clients, Experience & Affiliations
2

3. Do NOT Be This Guy
http://www.flickr.com/photos/mythoto/5064380001/sizes/l/

4. Social Media is
a Conversation

5. Social Media
is a
Relationship
http://www.flickr.com/photos/eelssej_/394781835/sizes/z/in/photostream/

6. Creating Your Sustainable Plan
Make a Plan
Peer-to-Peer Fundraising
Master Tools
Pick-A-Platform
Get Some Ideas
Final Thoughts

7. pick a
direction
http://portcanaveralcove.com/Lost%20Ibis.jpg

8. Prime the Pump
• Give value
• Be a person
• Identify champions
• Take it off social media
• Engage often

9. 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/

10. 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

11. start
a
ripple

12. Peer-to-Peer Fundraising:
How It Works
Starts an Online
Nonprofit
Campaign
Supporters, Create Fundraising
Board, Staff Pages & Ask for
& Volunteers Donations
Friends &
Network
Family
Co-Workers Give Donations

13. 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

14. Mega Example – Charity: water
$3,000,000 as of late 2010

15. Green Examples
• “Win”
• Corporate Sponsor - Moosejaw
• Crowdrise -
http://www.crowdrise.com/teamyel
lowdogwatersh/fundraiser/mooseja
w
• Gift List
• Cute photo
• Razoo -
http://www.razoo.com/story/Sustai
nable-Harvest-International-2

16. tools make
us human
http://www.flickr.com/photos/bre/552152780/sizes/l/

17. Social Media Dashboard
HootSuite – HootSuite.com
• Manage all your social media in one place
• Schedule updates
• Batch upload
• Analytics

18. Analytics for $5 a Month!

19. • 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

20. • 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

21. • 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/

22. • Claim your page – you never know
• Do check-in fundraiser with a corporate
sponsor

23. • Showcase what the fundraiser will fund –
people, places and things
• Feature guest posts by bloggers about why
they donate = your customers

24. ideas
http://ashleyuporter.com/wp-content/uploads/2010/12/idea_bulb.jpg

25. Project Overview
Purpose:
• 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 31
http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/

26. Set Realistic Goals
Contribute 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

27. Campaign Elements
Landscape Analysis
Campaign Logo Development
Video
Website/Blog
Email Flight
Social Media Engagement
Blogger Outreach
Media Outreach
Thank You Notes

28. Website – Recipe4Hope.org
1,016 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%)

29. 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

30. 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

31. Media & Bloggers
2 media stories including USA Today “How to make your impact
this holiday season”
15 Placed Blog Posts and got 2 “Ripples”

32. Call2Action Widget
Donation widget that could be embedded in blogs or websites
• 32,593 Hits
• 15,756 Unique Views

33. Fundraising Stats
$10,954 raised online between 11/30 - 12/31
64 gifts overall
$171 average gift

34. 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

35. Facebook Asks
• Different
ways to give
• Tell them
how
• Clear,
achievable
call to action
• Hootsuite can
kill your feed
visibility

36. Facebook Asks
• Give a goal
• Needs
urgency
• Bury in a
blog post
• Thank
people

37. Viral Facebook Photos

38. Photo Contests
• Raised over $253,000 in 2010 and $600,000 in 2009
• Entry $5, votes $1
• Read more: http://philanthropy.com/blogs/prospecting/top-
dogs-raise-money-in-pet-photo-contest/19166

39. Gift Lists
• People are buying air
• Links to a e-commerce
site
• Any conservation
nonprofit could do this

40. Social Enterprise
Thanks to RE3.org for the tip

41. parting
thoughts
http://fc05.deviantart.net/fs11/i/2006/241/d/e/swallow_tattoo_idea_by_meowle.jpg

42. Social Media is a
Conversation

43. Explore

44. Nerd Out & Experiment
http://www.flickr.com/photos/marsdd/2986989396/sizes/o/

45. Take It Off Line
http://www.flickr.com/photos/motionblur/5558465371/sizes/l/

46. Say Bye-Bye
http://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/

47. Passion is
Infectious
http://www.flickr.com/photos/krystalt/5248185017/sizes/l/

48. Biz Card + Magic = Presentation + Reading List
Dawn & Brian Crawford
bcdcideas.com
dawnacrawford@gmail.com
720-231-1930
@SocMediaRckStr