4. Welcome to
Getting Started
with Social Media
Marketing
Conventional Fundraising
1.Cultivating donors
2.Asking for contributions
Social Media = Cultivating Donors
5. Welcome to
Getting Started
with Social Media
Marketing
Cultivating Donors through Social Media
Potential donors learn more about your organization
Potential donors joins discussion about your cause
Potential donors can easily share information about you
Potential donors become more involved with your cause
6. Welcome to
Getting Started
with Social Media
Marketing
Today’s Program
Cultivating Donors, Members and
Supporters through Social Media
7. Welcome to
Getting Started
with Social Media
Marketing
Increase Online Visibility
Drive Traffic to Social Media Platforms
Fundraising Integration
Call to Action
Campaign Coordination
Message Development
Social Media Plan
37. Welcome to
Getting Started
with Social Media
Marketing
Effective:
Visit our Fan Page at Facebook to download a family
discount coupon.
Visit our Facebook page for a behind-the-scenes tour
of our upcoming exhibit.
“Like” our Facebook Page for a chance to win tickets
to the opening of our next exhibit.
Ineffective:
Visit us at Facebook.
Follow us at Twitter
41. Welcome to
Getting Started
with Social Media
Marketing
Message Development
Audience-Driven Content
All Audiences
• Donors
• Members
• Businesses
• Employees
• Volunteers
• Elected Officials
• Neighbor
• Media Representatives
• Vendors
• Employers
42. Welcome to
Getting Started
with Social Media
Marketing
Consistent Givers
Driven by Conscience
Top Givers
Committed to Giving
Not There Yet
Waiting for the right
opportunity
Spirit Gives
Occasional –
motivated by
circumstance
43. Welcome to
Getting Started
with Social Media
Marketing
• Choose the media most likely to reach your
target audience
• Do not forget conventional media channels
• Focus on gaining advocates first and donors
second
• Do not treat social as a substitute to other
fundraising techniques
45. Welcome to
Getting Started
with Social Media
Marketing
• Highlight Donors and Sponsors
• Share a story of someone who’s benefitted from the
organization’s support
• Share pictures from previous events
• Post information about upcoming events
• Tell of other ways to support than by giving money
46. Welcome to
Getting Started
with Social Media
Marketing
• Tell how donations make a difference – in great detail.
• Where does the money go?
• Tell how your organization meets its mission
• Provide seasonal tips, i.e. tax season advice
• Give information on charitable giving tax news from the
IRS
56. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Know your Objectives
Awareness - Attendance – Membership – Volunteers - Engagement
70. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Slideshare.net:
Search for “Museum Social Media Planning Worksheet”
Minnesota Historical Society