Social Media as a Fundraising Tool (VFRI)

SOCIAL MEDIA AS A FUNDRAISING
TOOL
Emily Davis, MNM, CGT
EDA Consulting LLC
@edaconsulting
#nextgendonors

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7/19/13 emilydavisconsulting.com

THE POWER OF SOCIAL MEDIA

30 Second Challenge
 Your name, organization, title/role
 One fundraising success
 One question about using social media for
fundraising

UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create…
social networks; they exist all around
us in a variety of forms. Networked
Nonprofits strengthen and expand
these networks by building
relationships within them to engage
and activate them for their
organizations’ efforts. Networked
Nonprofits also know how to
identify, reach, and cultivate the
influencers in their social
networks, which is the key to growing
very big quickly and inexpensively.”
(Fine and Kanter, 2010)7/19/13 emilydavisconsulting.com

WHAT ARE YOU SCARED OF?

WHAT STINKS ABOUT SOCIAL MEDIA?
Loss of control
Time investment (training,
maintenance)
New communication
structure
Ideas and opinions that
are shared may change
over time
Getting staff/board
investment in new
technology
Transparency

Additional tool
Recruitment,
cultivation,
STEWARDSHIP
Build relationships
Tell your story
Transparency
Get feedback
Cost effective & green
Quick & easy!

SOCIAL MEDIA LIFECYCLE

CRAWL
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
 Not using social media
consistently
 Resistant to change
 Struggle with control
 Need basic marketing
plan (i.e. branding, print
materials, online
outreach, etc.)
 Leadership-driven change
in culture to adopt online
engagement
1. Develop communications
strategy (audience, goals
& objectives, etc.)
1. Listen & develop online
presences
1. Leadership initiated
discussion about
engagement

WALK
CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS
 Using 1 or more social
media platforms, but
not consistently
 Online presence
connected to
marketing goals
 Learn & use best practices
 Focus on 1 – 2 social media
platforms
 Need to link to campaign,
program(s), objective(s)
 Need to link goals,
objectives, and activities
 Need to identify audiences
 Collect data for
measurement
1. Low-risk pilot program
to demonstrate ROI
1. Build implementation
capacity internally
1. Create/revise social
media policy
1. Integrate and document
measurement data

RUN
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
 Strategic use of multiple
social media tools
 Part time or full time staff
for digital communications
 Board using social media in
governance
 Social media usage
integrated throughout org
 Has developed relationships
& technology integration
 Need more
sophisticated
measurement tools
 Find ways to increase
more involvement from
staff across the
organization
1. Social media staff trains
& coaches other org staff
1. Research more
sophisticated
measurement data,
tools, and processes
1. Evaluate, revise
strategies
1. Share success stories
with other orgs

FLY
CHARACTERISTICS
 Embracing culture of learning
 Use social media data to help the leadership guide decisions
 Demonstrate clear and compelling results
 Networked with other organizations showing similar success
 Internalized social media communication best practices including:
 Strategy
 Implementation
 Integration
 Evaluation

TEN TIPS FOR USING SOCIAL
MEDIA

1. OUR COMMUNICATIONS TOOLBOX
Traditionalists
Postal Mail
Phone calls
Boomers
Television
Facebook
Email
Generation X
Websites
E-
newsletters
Email
Millenials (Gen Y)
Social
Media
Websites
Mobile
Generation Z
???
Every generation teaches us new technology… adapt or die!
emilydavisconsulting.com7/19/13

“This is not the first time that nonprofit
organizations and fundraisers have
had to adapt to new technologies.
The radio, television, newspapers,
telephones, fax machine, and direct
mail have all affected how we raise
money. Some of the new methods
that have evolved are more
successful than others, and not all
of them have been used with equal
success by all nonprofits.”
- Ted Hart and Michael Johnston in
Fundraising on the Internet

2. SOCIAL MEDIA IS A PLANT

3. ADD VALUE

4. TWO – WAY STREET

NEW DONORS
direct mail, events
ANNUAL DONORS
Direct appeals, volunteer
involvement
MAJOR DONORS
Personal relationships
Committee and board
involvement
PLANNED GIFTS
Personal relationships &
involvement
Could be anyone!
5. PROSPECTING, CULTIVATION
& STEWARDSHIP

RELATIONSHIPS DON’T CHANGE
• Cultivate, steward, and solicit
• Recognize
• Multi-channel communications
• Meet one-on-one
• Develop ambassadors
• Use social media as
stewardship, not for
solicitation
• Effective database

6. THE NEXT GENERATION

7. IT AIN’T FREE
“Many nonprofits
(particularly the smaller
ones) lack the
resources to
communicate effectively.
The Internet offers the
opportunity to cost-
effectively build a
community of
supporters.”
-
ePhilanthropyFoundation.

8. NOT EVERYONE “DIGGS” SOCIAL
MEDIA

9. INVESTING IN SOCIAL MEDIA

10. HAVE A PLAN
Set Purpose(s)
Goals & Objectives
Tools & Strategies
Implementation
Evaluation

QUESTIONS

BLOGGING, TWITTER,
FACEBOOK & LINKEDIN

WHY IS A BLOG USEFUL?
 Face & voice to campaigns
 Share org news
 Build community
 Tell your story
 Personal connection
 Deepen relationships
 Share opinions & personalize
work
 Organizational history online
 Internal, organizational
communications
 Dynamic content

BLOGGING STATS FOR FUNDRAISERS
12 million Americans
blog
Over half of
Americans read blogs
11% blog readers are
more likely to
purchase online then
the average Internet
user
Spend online 6%
more than average
Internet user
Incomes greater than
$75,000
55% more visitors
97% more links to
website – drives
traffic & SEO

SAMPLE BLOG TOPICS
Organizational announcements
Program and organizational successes
News and resources related to organizational
mission – ask permission!
Volunteer/board/client spotlights
Videos and interviews
Call for support – donations, volunteers, board
recruitment
Guest opinions

WHAT IS TWITTER?
Microblogging
Real time access to
info
Succinct
communication (140
characters)
Branding
Marketing & outreach
Education
Online community
Donor engagement

CREATING CONTENT
Ask questions of yourself
Watch what others post about
Ask people what they are
interested in
Follow topics
Retweet!
Blog posts
Website content
Pictures

TWEETRAISING
Twestival: Raised
$250,000 for charity:
water (2009)
Tweetsgiving: $11,000
in 48 hours
Twollars
Tweet4Good
Challenges
Matching gifts

FACEBOOK PAGES
Fans instead of
Friends
Page = Business
profile
Share – badges, thru
profile wall
Applications (i.e.
Twitter)
Event creation
Content shows up on
fans’ walls
Recommended for
businesses, npos, cel
ebrities, brands
Purchase ads for
promotion
Become a fan of other
pages

FACEBOOK CAUSE
46% increase in
online giving between
2008 & 2009
Nonprofits have
raised $26 million
using Causes
Causes can now
publish to news feeds
Portal to your website
Specific calls to action
Project-based
campaigns
Peer-to-peer
fundraising
(birthdays)

FACEBOOK CAUSE
How to…
http://www.youtube.com/watch?v=G
mLwBNEqmcg
http://www.fundraising123.org/article/
starting-cause-facebook

WHY USE LINKEDIN?
Groups provide
resources (give
and receive)
Learn from others
Build a network
easily
Recruit people
Share links & ideas
quickly
Provide information
across networks
Education
Access new
audiences
Ask and listen to what
people are talking
about
Promote your mission
Hone your messaging
Low-cost/ FREE!

LINKEDIN GROUPS
Similar to
Facebook
Create subgroups
Create discussion
topics
Share news links
Ask questions
Share
organizational7/19/13 emilydavisconsulting.com

 There is NO judgment about where your
organization falls on the spectrum. Social media
is a process!
 Social media is as much art as it is science.
 Social media is always evolving – emerging
technology is always changing as is our learning.
 Ten Tips to Using Social Media are a foundation
for any social media.

PLEASE DON’T
ONLY ask for money
Speak at your followers
Ignore stakeholder
input
Make it hard to
participate
Stray from or ignore
your plan

5 THINGS TO DO TODAY
1. Make a plan
2. Watch other orgs
3. Attend trainings &
ask for support
4. Invite participation
5. Support new ideas

SOCIAL MEDIA EXAMPLES
Christopher & Dana
Reeve Foundation
Sierra Club
Livestrong
Foundation
Others?

PRINT RESOURCES
Fundraising and the Next
Generation
The Networked Nonprofit
Measuring the Networked
Nonprofit
I’m on Facebook, Now What?
I’m on LinkedIn, Now What?
Mobilizing Youth 2.0
The Complete Facebook
Guide for Small Nonprofits
Twitter Jump Start: The
Complete Guide for Small
Nonprofits

ONLINE RESOURCES
Socialbrite.com
IdealWare
Mashable.com
Nonprofit Technology Network (NTEN)
Alltop Nonprofit
Beth Kanter: http://beth.typepad.com/
Social Media Plan Outline:
www.ideaencore.com
www.delicious.com/coloradononprofithelpdes
k
A. Fine Blog
frogloop

emilydavisconsulting.com7/19/13

Emily Davis, MNM
EDA Consulting LLC
(720) 515-0581
emily@emilydavisconsulting.com
emilydavisconsulting.com
emilydavisconsulting.com/blog
WHO
Nonprofits & Philanthropy
WHAT
Communications
Governance
Philanthropy
HOW
Speaking
Training
Consulting
Facebook.com/emilydavisconsulti
ng
twitter.com/edaconsulting
linkedin.com/in/emilylariedavis

Social Media as a Fundraising Tool (VFRI)

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