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Intersection of Social
     Media and
     Fundraising


               Presented by

     Dawn & Brian Crawford
Social Media & Communications Consultants



           @SocMediaRckStr
scribd.com/
doc/91386318
  /NCCN12
•   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
•   Bring us your problem and we’ll solve it

Clients, Experience & Affiliations




                                                  3
Social Media is
a Conversation
Creating Your Sustainable Plan

         Make a Plan
   Peer-to-Peer Fundraising
         Master Tools
       Pick-A-Platform
       Get Some Ideas
        Final Thoughts
pick a
direction

            http://portcanaveralcove.com/Lost%20Ibis.jpg
Prime the Pump
•   Give value
•   Be a person
•   Identify champions
•   Take it off social media
•   Engage often
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/
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
start
a
ripple
Peer-to-Peer Fundraising:
            How It Works
                 Nonprofit
                                                   Starts an Online
                                                      Campaign


                                                  Create Fundraising
          Supporters, Board, Staff
              & Volunteers                         Pages & Ask for
                                                      Donations



Network      Friends & Family        Co-Workers    Give Donations
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
Philanthroper.com – called the “Groupon” for nonprofits
  because it highlights one nonprofit a day to raise awareness
  and funds $1-$10 at a time
First Campaign - $307 donations ($1 only) - 6 national blog posts
   - 31 tweets with amazing reach
Second Campaign - $450 donations
Mega Example – Charity: water




    $3,000,000 as of late 2010
tools make
 us human
    http://www.flickr.com/photos/bre/552152780/sizes/l/
• Come HOME to Facebook - make your cause
  mesh with people's personal lives =
  family, friends and community
• Ask often
• Utilize the cover photo
• Leverage celebrations with Causes
  •   Backend through Network for Good
•       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
Social Media Dashboard
      HootSuite – HootSuite.com




•   Manage all your social media in one place
•   Schedule updates
•   Batch upload
•   Analytics
• Video is the next social media revolution – be
  ready for it!
• Need more of an example than Kony 2012?
• 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/
Blogging
• Showcase what the fundraiser will fund –
  people, places and things
• Feature guest posts by bloggers about why
  they donate = your customers
• Visual pin board of photos and
  ideas
• 3rd most visited social media site
• Primarily happy photos, but can
  be used for good
• Ask for repins to spread messages
• Use the price tags to highlight
  giving amounts
Google+
• Great for SEO
• Still VERY early adopter
• Hybrid of Facebook and Twitter – long form
  information sharing
• Hang Outs are fun thing to play with
• Example:
  •   Ottawa Public Health -
      https://plus.google.com/114449461171984600499/posts
• Photo sharing social network for iPhones and
  Androids
• Bought by Facebook in April so it will be
  around for a while
• Try a photo contest or just advertise your
  fundraiser
• Examples:
  •   Unicef - http://statigr.am/unicef_es
  •   Autism Science Foundation -
      http://statigr.am/autismsciencefd
ideas

http://ashleyuporter.com/wp-content/uploads/2010/12/idea_bulb.jpg
Facebook Advertising
• Great targeting
• Cost contained
  campaign
• Use social features
• Trap a video or large
  photo in an ad by using
  the “Ad from a Page
  post” feature
Viral Facebook Photos
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
Gift Lists
     • People are buying air
     • Links to a e-commerce
       site
     • Any conservation
       nonprofit could do this
parting
thoughts
http://fc05.deviantart.net/fs11/i/2006/241/d/e/swallow_tattoo_idea_by_meowle.jpg
Social Media is a
 Conversation
Explore
Nerd Out & Experiment




       http://www.flickr.com/photos/marsdd/2986989396/sizes/o/
Say Bye-Bye
    http://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
Passion is
                                                   Infectious
http://www.flickr.com/photos/krystalt/5248185017/sizes/l/
Biz Card + Magic = Presentation + Reading List

             Dawn & Brian Crawford




                bcdcideas.com
           dawnacrawford@gmail.com
                720-231-1930
               @SocMediaRckStr

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Intersection Between Social Media and Fundraising NCIHC May 2012

  • 1. Intersection of Social Media and Fundraising Presented by Dawn & Brian Crawford Social Media & Communications Consultants @SocMediaRckStr
  • 3. 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 • Bring us your problem and we’ll solve it Clients, Experience & Affiliations 3
  • 4. Social Media is a Conversation
  • 5. Creating Your Sustainable Plan Make a Plan Peer-to-Peer Fundraising Master Tools Pick-A-Platform Get Some Ideas Final Thoughts
  • 6. pick a direction http://portcanaveralcove.com/Lost%20Ibis.jpg
  • 7. Prime the Pump • Give value • Be a person • Identify champions • Take it off social media • Engage often
  • 8. 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/
  • 9. 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. Peer-to-Peer Fundraising: How It Works Nonprofit Starts an Online Campaign Create Fundraising Supporters, Board, Staff & Volunteers Pages & Ask for Donations Network Friends & Family Co-Workers Give Donations
  • 12. 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
  • 13. Philanthroper.com – called the “Groupon” for nonprofits because it highlights one nonprofit a day to raise awareness and funds $1-$10 at a time First Campaign - $307 donations ($1 only) - 6 national blog posts - 31 tweets with amazing reach Second Campaign - $450 donations
  • 14. Mega Example – Charity: water $3,000,000 as of late 2010
  • 15. tools make us human http://www.flickr.com/photos/bre/552152780/sizes/l/
  • 16. • Come HOME to Facebook - make your cause mesh with people's personal lives = family, friends and community • Ask often • Utilize the cover photo • Leverage celebrations with Causes • Backend through Network for Good
  • 17. 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
  • 18. Social Media Dashboard HootSuite – HootSuite.com • Manage all your social media in one place • Schedule updates • Batch upload • Analytics
  • 19. • Video is the next social media revolution – be ready for it! • Need more of an example than Kony 2012? • 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/
  • 20. Blogging • Showcase what the fundraiser will fund – people, places and things • Feature guest posts by bloggers about why they donate = your customers
  • 21. • Visual pin board of photos and ideas • 3rd most visited social media site • Primarily happy photos, but can be used for good • Ask for repins to spread messages • Use the price tags to highlight giving amounts
  • 22. Google+ • Great for SEO • Still VERY early adopter • Hybrid of Facebook and Twitter – long form information sharing • Hang Outs are fun thing to play with • Example: • Ottawa Public Health - https://plus.google.com/114449461171984600499/posts
  • 23. • Photo sharing social network for iPhones and Androids • Bought by Facebook in April so it will be around for a while • Try a photo contest or just advertise your fundraiser • Examples: • Unicef - http://statigr.am/unicef_es • Autism Science Foundation - http://statigr.am/autismsciencefd
  • 25. Facebook Advertising • Great targeting • Cost contained campaign • Use social features • Trap a video or large photo in an ad by using the “Ad from a Page post” feature
  • 27. 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
  • 28. Gift Lists • People are buying air • Links to a e-commerce site • Any conservation nonprofit could do this
  • 30. Social Media is a Conversation
  • 32. Nerd Out & Experiment http://www.flickr.com/photos/marsdd/2986989396/sizes/o/
  • 33. Say Bye-Bye http://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
  • 34. Passion is Infectious http://www.flickr.com/photos/krystalt/5248185017/sizes/l/
  • 35. Biz Card + Magic = Presentation + Reading List Dawn & Brian Crawford bcdcideas.com dawnacrawford@gmail.com 720-231-1930 @SocMediaRckStr

Notas del editor

  1. Make a Plan
  2. Ideas!
  3. Ideas!