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People Still Give to People: ProvenApproaches to Donor-Driven Online Givin’ Holly Ross, ED, NTEN Noah Kleiman, Communications & Technology Manager, CASA of Oregon

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Are People Raising Money in Social Media? TREND 2009 2010 2011 2012 % of 1% 2% 3% 3% respondents raising > $10k on Facebook

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Are People Raising Money in Social Media?

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Are People Raising Money in Social Media?

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Strategy Step by Step• Objectives• Audience• Integration• Measurement

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Objective•What do you want to accomplish withthe campaign?•Describe how your social media objective supports or links to aspecific goal from your organization’s strategic plan http://www.flickr.com/photos/wili/214316968/

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Give Your Social Media Objective An IQ Test!

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SMART Goal: Enable 22 individuals to meet the $5,000 fundraising goal during the 6 month campaign.

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Strategy Step by Step• Objectives• Audience• Integration• Measurement

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Audience1. Who must you reach with your social media efforts to meet your objective? Why this target group?2. Is this a target group identified in your organization’s communications plan?3. What do they know or believe about your organization or issue? What will resonate with them?4. What social tools are they using?

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What Are They Doing Online?AUDIENCE:WHO: Supernatural fan (girls). Their enthusiasm for the show and the celebritydrives their engagement. It gives the participants currency in the fan community.WHAT WILL RESONATE: The fact that they get to not only raise money for thecause, but participate in the work. It’s like the Beatles want to build an orphanagewith you.WHERE ARE THEY ONLINE? Their own blogs, Tumblr, online forums, plus twitter andFacebook. Offline, they are at fan events and conventions.

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Where Are They Online?

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Strategy Step by Step• Objectives• Audience• Integration• Measurement

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An Integrated Strategy One WayHomebase Email Web Site Direct Mail Ads Audience Objective Social Listening Conversation Connecting

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California State Parks Foundation• May 2009• 100 Park ClosuresImminent• 500 Facebook Fans• Mostly Direct MailSupportsNew Strategy:Reach younger supportersto prepare for a ballotinitiative to protectCalifornia parks.

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An Integrated Strategy for CSPF One Way Homebase email Web Site direct mail ads Recruit 5,000 new Facebook fans in one month Social Facebook YouTube

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Integrated ComponentsHome Base One Way Social• Web site • “Urgent Grams” • Facebook redesign to to: Welcome Page emphasize: • High Dollar • Fan Videos on• Petition Donors YouTube• Facebook • Other Members• Donations • Prospects

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Integrated Looks & Message

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Campaign Results

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The Final Tally• $950,000 Raised• $300,000 Online • Tough to track specifically to social media• 46% of that came from supporters new to CSPF• Email list size grew in tandem with Facebook Fans, suggesting that they are highly related• Ballot initiative campaign is now live

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Strategy Step by Step• Objectives• Audience• Integration• Measurement

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Fail Informatively – Clay Shirky Failing informatively means setting up experiments that we can measure, evaluate and iterate over time, until we get to success.

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To Fail Informatively, We Must…• Set SMART goals• Set ourselves up for success by researching first• Document hard data• Also document qualitative data• REFLECT• And Iterate.

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Social Media Data

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Collect Stories

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Choosing Peer to Peer ToolsFor a comprehensive list:http://bit.ly/ozZLro

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Case Study: Random Acts

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Case Study: Random Acts

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Case Study: QuestionsWhat elements would work inyour organization and why?What elements would NOT workin your organization and why?What could you try as anexperiment in your organization?

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Case Study: Food from the Bar

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Case Study: Food from the Bar

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Case Study: Food from the Bar

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Case Study: Food from the Bar

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Case Study: QuestionsWhat elements would work inyour organization and why?What elements would NOT workin your organization and why?What could you try as anexperiment in your organization?

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Case Study: To Mama With Love

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Case Study: To Mama With Love

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Case Study: QuestionsWhat elements would work inyour organization and why?What elements would NOT workin your organization and why?What could you try as anexperiment in your organization?

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Mr. Noah Kleiman: noahk@casaoforegon.org |@noahkleiman Holly Ross:holly@nten.org | @ntenhross