Are Nonprofit Raising Money on Social Media?
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Are Nonprofit Raising Money on Social Media? This presentation digs into data on social media as a fundraising channel and highlights the best strategies for raising money.
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Are Nonprofit Raising Money on Social Media?
- 1. Are nonprofits raising $$$$$ on social media?
- 2. Source: Nonprofit Social Media Benchmark Study : The Majority of Nonprofits Are NOT Raising a Dime on Social Media!
- 3. Source: Nonprofit Social Media Benchmark Study : Social Media Fundraising on Facebook
- 4. Why Are These Stats So Dismal?
- 5. • 59% of nonprofits surveyed say they have not developed a strategy. • Without a strategy, there is no ladder of engagement to cultivate donors. • 63% of nonprofits say it’s not a priority by Executive Management. • Executive Management thinks that social media is free. It’s not. It takes staff time, resources and financial investment: • Social Media Appends – matching your email file to social media followers • Fostering discussions on social media – ladder of engagement • Lead Acquisition: Tools Like ActionSprout, FB Ads, etc. • 72% of nonprofits have no dedicated social media staff to develop a plan and execute it, test new ideas, and iterate. Strategy, Prioritization, and Dedicated Staff
- 6. Tips You Can Use On Monday! • Multichannel is Key: You will raise more money via multiple channels. • Develop Campaign Calendar: Develop campaign asks and messaging across different channels – Social Media, Direct Mail, Email, Texting, etc. • Tailor Messaging To Each Channel: Adapt messaging according to tone and length of each channel. • Segment Your List. Identify your activists or donors by segmenting them to personalize your campaign and make your ask more appropriate to their interests and level of engagement. • Conduct A/B Testing. Test different elements of your campaign – subject lines in email, messages on social media, landing page donation forms, graphics and photos, etc. For example, on Twitter, the Tweets that generate the most RT’s use photos via Twitter’s native tool. • Promote Your Campaign. Market the heck out of it across multiple channels and communities that your target audiences are hanging out in. Are they hanging out on Twitter? Facebook? Linkedin? Focus on a few. Not every social network. • Measure the Results: Bottom line - Did you achieve the change you were seeking?
- 7. Multichannel Campaigns =‘s Money Example of Campaign Calendar Courtesy of the The Leukemia and Lymphoma Society’s Totally Baldacious campaign.
- 8. Leverage Pop Culture and News Empower Your Community CULTUREJACKING: LADY SYBIL AND THE PREECLAMPSIA FOUNDATION
- 9. CULTUREJACKING: LADY SYBIL AND THE PREECLAMPSIA FOUNDATION Work with Influencers
- 10. CULTUREJACKING: LADY SYBIL AND THE PREECLAMPSIA FOUNDATION Work with Influencers Add Video
- 11. CULTUREJACKING: LADY SYBIL AND THE PREECLAMPSIA FOUNDATION #Squirrels4Good and NWF
- 12. $10,000 Raised in 48 hours #Squirrels4Good and NWF
- 17. Tools You Can Use ActionSprout: Lead acquisition and engagement on Facebook http://actionsprout.com/ Small Act: Social media appends and dashboard http://smallact.com/
- 19. Connect with me: Allyson Kapin: Rad Campaign, Women Who Tech Email: Allyson@radcampaign.com Twitter: @womenwhotech Rad Website: http://www.radcampaign.com Women Who Tech: http://www.womenwhotech.com Blog: http://www.frogloop.com