See3 CEO Michael Hoffman gave this talk to the 2013 International Fundraising Conference in the Netherlands. Watch to find out why what you thought you knew about social media fundraising should go right out the window.
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3 Ways to Use Social Media for Fundraising
1. 3
Smart
Ways
to
use
Social
Media
for
Fundraising
Presented
at
the
Interna:onal
Fundraising
Congress
–2013
2. WHO AM I?!
• Former senior nonprofit fundraiser and
political consultant"
• Online marketing and communications
specialist"
• Founded See3 Communications to
merge video and the web for richer
donor engagement experiences "
Email me – michael@see3.com "
"
3. This
presenta,on
is
only
made
possible
because
of
the
contribu,ons
of
those
that
think
a
lot
about
this
subject.
In
par,cular,
let’s
thank:
Beth
Kanter
Look
them
up
on
Slideshare
and
Google
and
see
their
awesomeness
Darian
Rodriguez
Heyman
Carie
Lewis
Carlson
Lesley
Mansford
4. You don’t have to look
far to find people in
fundraising who think
social media is a waste
of time. Is it a
coincidence that most of
those people are in the
direct mail business? "
"
5. Direct
Mail
lands
a
punch
to
Social
Media’s
head
Well, they do have a
point: Digital fundraisers
have been talking about
the decline and death of
direct mail for a decade
or more, but that’s not
what’s happening. "
"
Direct mail produces
dollars. "
"
8. Why
do
organiza,ons
use
social
media?
Unlike
direct
mail,
which
has
the
singular
focus
of
fundraising
and
is
a
closed
system
that
can
be
measured
to
the
nth
degree,
social
media
is
used
for
many
reasons
by
organiza9ons:
• Awareness
In
social
media,
lots
of
• Customer
Service
teams
involved
(press,
marke,ng,
• Advocacy
programming)
&
lots
• Counter
nega,ve
stories
of
goals
>>
a
lack
of
clarity,
and
a
wide
• Stewardship
of
exis,ng
supporters
variety
of
ac,ons
to
• Fundraising
take.
• Understand
consumer
interest
and
behavior
10. This
number
represents
the
12
month
value
of
a
donor
that
came
in
from
Facebook
across
all
dona,on
sources.
So
donors
who
like
are
worth
this
much
over
12
months.
Of
course
only
a
frac,on
of
the
likers
on
a
page
are
actually
donors.
And,
this
is
an
average
of
averages
across
a
select
group
of
organiza,ons.
So
what
does
this
really
mean
for
you?
2012
Nonprofit
Social
Media
Benchmark
Report
This
number
doesn’t
mean
what
you
think.
11. Source:
M&R/NTEN
e-‐benchmark
study
It’s
useful
to
just
look
at
the
overall
scale
right
now
of
social
compared
to
other
methods
of
reaching
donors.
12. Clearly,
there
is
a
connec,on
between
social
media
and
people’s
awareness
of
and
connec,on
to
causes
–
even
if
the
fundraising
results
are
lagging.
Source:
Stanford
Social
Innova,on
Review
13. Source:
Waggener
Edstrom
Digital
Persuasion
Report
And
just
as
clearly,
there
is
poten,al
when
someone
learns
about
causes
to
get
them
more
engaged,
even
if
we
don’t
believe
all
these
numbers
we
see
from
self-‐
reported
surveys.
15. The
lack
of
clarity
in
terms
of
what
is
possible
should
not
become
a
lack
of
clarity
inside
the
organiza,on
about
the
amount
of
,me
we
spend
on
social
media.
If
learning
is
a
goal,
fine,
but
let’s
set
clear
investment
boundaries
and
have
expecta,ons
about
what
should
happen
–
even
if
the
goals
lean
toward
experimenta,on.
16. 3
Places
Social
Media
Works
for
Fundraising
Crowdsourcing
Peer-‐to-‐Peer
Mul:channel
Fundraising
Cura:on
–
Lead
Acquisi:on
17. Mul,channel
Fundraising
“I
just
got
a
keychain
and
address
labels
in
the
mail
from
you
guys.
Now
that
I
see
you
pos,ng
on
Facebook
and
know
you're
legit,
I'll
be
sending
a
dona,on.
Thanks
for
the
work
you
do.”
–
Posted
to
Humane
Society
of
the
United
States
(HSUS)
Facebook
Page
wall,
January
2010
How
many
more
people
are
giving
offline
because
of
what
they
found
online?
(next
few
slides
courtesy
of
the
HSUS)
18. Humane
Society
of
US
The
Human
Society
is
one
of
the
top
NGO
players
on
Facebook.
So
lets
look
at
where
the
bar
is
set
right
now:
•
•
•
•
•
•
•
1.7
million
Facebook
fans
200,000
Twifer
followers
103%
growth
rate
on
Facebook
from
2012
to
2013
93%
growth
rate
on
Twifer
from
2012
to
2013
$1
million
raised
on
Facebook
(life,me
at
the
middle
of
2013)
$200,000
raised
per
year
on
Facebook
300,000
ac,ons
per
year
taken
on
Facebook
19. A
donor
is
a
donor
• Start
considering
social
media
follows
like
they
are
supporters
–
social
CRM
/
moves
management
• Consider
match/append
and
other
efforts
to
combine
social
media
and
email
data
to
get
a
befer
picture
of
who
they
are
• Build
your
efforts
reasonably,
don’t
over-‐
invest
and
expect
high
direct
returns
• Ideal
situa,on:
Move
online
donors
to
offline
–
they
will
give
more,
higher
life,me
value
Use
your
fundraising
skills
and
remember
that
new
methods
and
mediums
do
not
mean
the
core
of
what
we
know
to
be
true
is
no
longer
true.
It
is!
25. Indiegogo
is
a
much
befer
plamorm
for
nonprofit
projects.
Here’s
one,
a
museum
dedicated
to
the
life
and
work
of
Nikola
Tesla.
26. This
funding
project
got
its
real
excitement
and
reach
from
a
cartoonist.
So
this
is
an
example
of
tapping
into
exis,ng
online
networks
to
fund
projects.
27. Crowdfunding
is
not
totally
new.
Donors
Choose
in
the
USA
lets
people
contribute
to
specific
US
classrooms.
28. JustGiving
has
much
of
the
peer-‐to-‐peer
fundraising
market
in
the
UK
and
elsewhere,
and
is
geong
on
this
bandwagon
of
crowdfunding.
29. Razoo
is
a
terrific
plamorm
in
the
U.S.
for
peer-‐to-‐
peer
fundraising.
30. How
to
Launch
Just
Do
It
Fail
Fast,
Fail
Forward
Advice
from
Darian
Rodriguez-‐Heyman
31. How
to
Launch
Pick
a
Well-‐Defined
Goal
&
Deadline
• Fundraiser
to
honor
her
father
who
passed
away,
suppor,ng
Surf
Rider
Founda,on
• $5000
Goal
• 2
Weeks
to
raise
the
money
• Promoted
through
social
media
• Very
specific.
Time
limited
Beth
Kanter
32. How
to
Launch
Fundraiser
=
Campaign
Your
fundraiser
should
look
like
this
promote
Start
promote
Great
advice
from
Razoo
about
trying
to
have
a
more
even
growth
of
your
campaign.
promote
End
Not
like
this
Start
promote
Deadline
panic.
Promote!
End
33. How
to
Launch
Tell
Your
Story
and
Be
Crea:ve
Beth
Kanter
used
old
photos
and
a
virtual
event
to
make
her
story
s,ck
and
be
crea,ve.
34. How
to
Launch
An
example
from
Razoo
Pick
a
PlaYorm
Upload
Content
Larger
orgs
say,
we
already
have
dona,on
func,onality
and
are
loathe
to
use
yet
another
plamorm
with
yet
another
source
of
data
…
But
are
you
able
to
op,mize
the
important
things?
Befer
to
deal
with
moving
the
data
over
than
deal
with
a
bad
process
for
the
donor.
36. How
to
Launch
…Videos
Even
More
So
Fundraisers
with
videos
typically
earn
4X
more!
37. How
to
Launch
Promote
Your
Fundraiser
Widget
Social
Media
Website
Press
Releases
You
need
to
be
all
in
on
your
campaign
and
use
your
reach
on
the
website,
social,
press,
etc
…
38. How
to
Launch
Start
With
Your
Inner
Circle
Build
momentum,
then
branch
out
• Staff
• Board
of
Directors
• Key
Influencers
• Volunteers
• Friends
• Donors
• Your
Social
Network
Don’t
let
your
campaign
be
a
surprise
to
your
closest
cons,tuents.
Bring
them
in
early,
give
them
tasks
and
goals
to
make
it
go
into
their
networks.
39. How
to
Launch
Don’t
Be
Afraid
to
Ask
Ask
Clearly
“
Tie
to
Direct
Impact
“$10
provides
500
liters
of
clean
drinking
water
to
refugees
in
Somalia.”
”
41. Using
Social
Media
Plan
for
Success
•
Editorial
Calendar
•
Facebook
<
3
/
Day
•
Twiier
1++
/
Day
•
P2P
Asks
Are
Key
•
Seed
the
Tip
Jar
On
Facebook,
frequency
mafers,
don’t
go
over
3
posts
per
day
or
you
will
lose
people.
On
Twifer
it
is
more
like
a
moving
river
and
you
need
to
post
more
ouen.
42. Using
Social
Media
Ac:ve
Social
Media
Times
•
Mornings:
8
–
9AM
•
Lunch:
12
–
1PM
•
End
of
Day:
4:30
–
6PM
•
Nights:
9:30
–
11PM
• Weekends
vs.
Wednesdays!
43. Using
Social
Media
ROI
=
Realiza:on
of
Influence
•
?
Vs.
.
•
Media:
Photos,
Vids
•
Tag
Everyone!
•
Emo:cons
Rock!
:)
• Respond,
Recognize
&
Retweet
Make
sure
you
recognize
people’s
contribu,ons
publicly.
That
creates
“social
proof”
that
this
is
something
the
prospec,ve
donors
want
to
be
a
part
of.
44. Using
Social
Media
Share
&
Ask
for
Shares
$10-‐
=
$18
In
peer-‐to-‐peer
fundraising
shares
are
valuable
in
increasing
the
campaign
size
45. Using
Social
Media
Form
a
Social
Media
Marke:ng
Commiiee
The
Ask:
5
Minutes/Week
A
great
volunteer
opportunity
is
to
get
people
on
the
Campaign
Commifee.
You
can
send
them
a
t-‐shirt,
give
them
a
,tle
and
they
will
do
amazing
things
for
you
47. Thank
Your
Donors
Stay
In
Touch
• Announce
when
milestones
are
met
• Send
“thank
you”
notes
• Show
donors
their
impact
48. Beth
Kanter’s
Campaign
–
Results
• $5563
–
10%
over
goal
in
2
weeks
• 128
donors
with
45%
at
suggested
giving
level
of
$25
• 43%
gave
more
than
suggested
level,
12%
less
• 92%
of
people
had
STRONG
,es
to
Beth,
almost
none
knew
her
father
• 85%
of
dona,ons
converted
through
Facebook
• Thanking
donors
individually
triggered
new
dona,ons
• 95%
of
dona,ons
through
Razoo
site,
5%
mobile
49. Beth’s
Lessons
Learned
Set
a
realis,c
goal
Don’t
set
minimum
giu
levels
too
low!
Use
“Social
Proofing”
to
get
more
donors
Offer
many
ways
to
par,cipate
–
this
is
a
non-‐
linear
supporter
journey.
Sharing
story,
dona,ng,
par,cipa,ng
in
event.
Not
a
simple
funnel
in
the
age
of
control
and
info
overload
• Find
the
influencers
• Use
promoted
posts
strategically
• Honor
your
network’s
crea,vity
•
•
•
•
50. CONTENT
CURATION
is
the
process
of
sor,ng
through
the
vast
amounts
of
content
on
the
web
and
presen,ng
it
in
a
meaningful
and
organized
way
around
a
specific
theme.
51. The
magic
is
in
the
framing
of
the
story
as
much
as
the
story
itself.
Just
by
changing
,tles
Upworthy
gets
much
more
trac,on.
52.
53.
54.
55.
56. Can
you
do
this?
hfp://www.groundswell-‐movement.org/
See3
client
Groundswell,
part
of
Auburn
Seminary
in
New
York
is
doing
this.
And
we
just
broke
the
internet
with
one
story.
Views
and
lists
are
growing.
57. You
have
to
start
doing
some
things
differently
if
you
want
to
succeed
on
social
media.
58. Take
that
Direct
Mail!
So
we
didn’t
quite
knock
out
the
Direct
Mail
folks,
but
it’s
a
work
in
progress.
59. THANK
YOU!!!
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