Social Media and Non-Profit Fundraising (2013)

1. # P H I L A N T H R O P Y @ K A T R I N A K I B B E N
SOCIAL MEDIA AND
FUNDRAISING
Katrina Kibben
Social and Offline Media Manager

2. AGENDA
Who’s @katrinakibben?
Where You Stand
Social Stats
Strategies:
The Good
The Bad
The Ugly
Social Media Tool Belt
Discussion
#PHILANTHROPY @ KATRINAKIBBEN
Say Hi!

3. WHO IS THIS GIRL?
• @KatrinaKibben
www.katrinakibben.com

4. # P H I L A N T H R O P Y @ K A T R I N A K I B B E N

5. # P H I L A N T H R O P Y @ K A T R I N A K I B B E N

6. WHICH OF THE FOLLOWING TOOLS DOES YOUR
COMPANY USE?
1. Facebook
2. Twitter
3. YouTube
4. Blogs
5. Flickr
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

7. HIGHLIGHTS
How often does your company use social?
40% Not often
20% Moderately
Are your fundraising goals increasing?
50% YES!
Did you reach your goals
81% Yes
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

8. SOCIAL MEDIA FAMILIARITY
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N
I know nothing
I have FB but don't
get anything else
I have SM accts
but I don't use
them often
I'm a Ninja

9. # P H I L A N T H R O P Y @ K A T R I N A K I B B E N

10. #PHILANTHROPY
@KATRINAKIBBEN
PEOPLE ARE LISTENING
Facebook:
More than 1 billion active users
YouTube
More than 4 billion views per day
Twitter
460,000 accounts created every day
Mobile
Over 300 million phones in the US

11. THE BOTTOM LINE
1. Never, ever turn down free advertising
2. Easier to acquire an online donor than
convert an offline donor
3. Fast and requires little monitoring
4. Relationship and press building
5. “Viral potential”
#PHILANTHROPY
@KATRINAKIBBEN

12. WHAT IS KNOWN ABOUT ONLINE GIVING:
• 65% of donors used the Internet before
donating
• 20% of Internet users donate to charity
online
• Compare to banking  around 41%
• Online giving grew 52% between 2009
and 2010
• Online donors give more money than
offline
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

13. WHAT DOES AN ONLINE DONOR LOOK LIKE?
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

14. # P H I L A N T H R O P Y @ K A T R I N A K I B B E N

15. #PHILANTHROPY
@KATRINAKIBBEN
WHAT WORKS?
Interact
Listen
Short deadlines
Leverage Networks
Easy

16. # P H I L A N T H R O P Y @ K A T R I N A K I B B E N
THE TREVOR PROJECT

17. YOUTUBE

18. MUSEUM OF SCIENCE
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

19. #PHILANTHROPY
@KATRINAKIBBEN
EPIC CHANGE
Raised over $11,000 in just 48 hours

20. #PHILANTHROPY
@KATRINAKIBBEN
TWEETWHAT? TWEETUP

21. HUNTINGTON THEATRE COMPANY
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

22. #PHILANTHROPY
@KATRINAKIBBEN
IT GETS BETTER

23. INSTAGRAM AND FLICKR
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

24. BOSTON BALLET
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

25. MOBILE… MEDIA?

26. #PHILANTHROPY
@KATRINAKIBBEN
SHARING
Social media quick-links
One-click donation button

27. # P H I L A N T H R O P Y @ K A T R I N A K I B B E N

28. AMERICAN RED CROSS
#PHILANTHROPY
@KATRINAKIBBEN

29. RED CROSS REACTION
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

30. # P H I L A N T H R O P Y @ K A T R I N A K I B B E N

31. # P H I L A N T H R O P Y @ K A T R I N A K I B B E N

32. # P H I L A N T H R O P Y @ K A T R I N A K I B B E N

33. # P H I L A N T H R O P Y @ K A T R I N A K I B B E N

34. It doesn’t take a ninja…
YOU CAN DO THIS AT HOME

35. RESOLVE TO BE SOCIAL
I will spend 15 minutes a day checking on
top social media channels.
I will start blogging.
I will incorporate Facebook into my next
campaign
I will optimize my site navigation
I will measure and set goals
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

36. MOST IMPORTANT GOAL:
OPERATION RAISE MONEY
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

37. GOALS
F A C E B O O K
Most Popular Posts
1x per month
Source of
donations?
Demographics
Total new fans
O T H E R T O O L S
Twitter
E-mail
Instagram/ Flickr
YouTube
Slideshare
Blogs
Sharing
Mobile
# P H I L A N T H R O P Y @ K A T R I N A K I B B E N

38. #PHILANTHROPY
@KATRINAKIBBEN