Flipping the Funnel*: How Social Media is Transforming Philanthropy

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1 Flipping the Funnel*: How Social Media is Transforming Philanthropy Katya Andresen, Network for Good *Seth Godin s term

2 What I Want to Share with You What is Web 2.0/social media anyway? Absolutely essential guiding principles How to get started

3 About Me

4 About Network for Good Network for Good is a 501(c)3 nonprofit, founded in 2001 by AOL, Yahoo! & Cisco Our mission is to make it easier for nonprofits to raise money online, and for people to give online Network for Good has processed over $250 million in donations for over 45,000 nonprofits. We manage the online fundraising on Facebook and MySpace

6 What is Web 2.0 Anyway?

7 Brian Solis of PR 2.0

8 Mashup!

9 Our Definition of Web 2.0 It s about people wanting to be seen and heard. And to connect with others.

10 The Official Definition (thanks, Wikipedia) Web 2.0 is a living term describing changing trends It does not refer to an update to any technical specifications, but to changes in the ways (people) use the Web.

11 Very Human Needs at Work Here 1. To be HEARD 2. To be CONNECTED 3. To be part of SOMETHING GREATER THAN THEMSELVES 4. The security of TRUST

12 A New Model Not about them coming to us A new way to engage No mothership (Clay Shirky) No control New messengers

13 We have to change our paradigm Web 1.0: Launch and walk away Web 2.0: Engagement!

15 Ups and downs of conversation csmnicole: does anyone else have problems using Network for Good/Groundspring's DonateNow service? Tuesday, April 14th at 19:06:11 Reply View Tweet csmnicole: I guess twitter works. Someone from Network for Good just called me about my last post about their service. Thursday, April 16th at 19:07:28 Reply View Tweet

16 There s a conversation for everyone

17 No, Seriously: Everyone

18 We bring a lot to the conversation people who give [to charity] often report feelings of euphoria, which psychologists have referred to as the "Helper's High."

19 Brian Solis of PR 2.0

20 Great. Why Should You Care? Because it s growing fast and will someday be completely pervasive Because it is powerful relationship and conversation based Because it puts word of mouth on steroids Because the price is right (though the time investment is considerable)

21 How Much Do People Care Now? 2005: What is Social Media? 2006: Why does it matter? 2007: What does it mean to my business? 2008: How do I do it right? 2009: How do I integrate across the Enterprise? Nonprofits are still struggling to answer to the What it is and Why it matters questions. Source: Jeremiah Owyang:

22 Most nonprofits are now at least dabbling in social networking Of charities surveyed. 74% have a presence on Facebook, average community size is 5,391 80% are committing at least ¼ of an employee 30% have built one or more house social networks Source: Common Knowledge and ThePort Network Study

23 Fitting into the Web 2.0 World

24 Respect the Culture Seth Godin: Flipping the Funnel

25 Be Authentic

26 Flip the funnel (and control)

27 We are NOT the best messengers 76% of givers are motivated by friends and family, says Cone 65% of internet users trust friends and user forums more than any other media* It s okay to relinquish control of the message Donors are experts at knowing how to speak about your cause to their friends and family Source: TNS Media Intelligence Survey, emarketer

28 Robin s Story I would somebody at their office and then they would a bunch of people they felt like there s somebody s story that they could attach to it

29 What You Can Do

30 Have Faith in 1. Your Audience and 2. Yourself Start by listening

31 3. Define Your Desired Outcome Who are you trying to reach? What do you want them to do? Do some basic marketing planning and set some goals

32 How Do We Know It s Working? Engagement & Reach Page Impressions, Visits, Unique Visitors Time Spent, Pages per visitor s opened, click-throughs Videos viewed, audio plays Word of Mouth Number of Mentions, Posts, Comments Recommendations Mentions-per-user Send This To A Friend Inbound links Earned Media Offline media mentions Online media mentions Search Visibility Higher search results Greater search results share 3 rd party results Research Customer/stakeholder feedback Product sampling Source: Qui Diaz, Livingston Communications:

33 4. Decide if Social Networking Will Get You There Don t put the cart before the horse Is the issue timesensitive? Do you lack a library good photos?

34 5. Borrow Your Tools Social networks Widgets Blogs Change.org SixDegrees

35 6. Put Social at the Front of Social Media Focus on where people are The messenger often supersedes the message itself

36 7. Find Your Wired Fundraisers Wired fundraiser noun (wīr d fŭnd'rā'zər) Someone who is relatively tech-savvy, spends a decent amt. of time online, and has a built-in network. Word of mouth maven Emotional connection, passionate Active connecters, sphere of influence Could be new to fundraising or dabblers Tech savvy Young 20-40yrs

37 8. Think Like the Marine Corps The few the proud Not every wired fundraiser is a champion 5% of your donors might be über-activists

38 9. Crank Up WOM Nigel: "What we do is if we need that extra push over the cliff, you know what we do?" Marty: "Put it up to eleven." Nigel: "Eleven. Exactly. One louder." Marty: "Why don't you just make ten louder and make ten be the top number and make that a little louder?" Nigel: [pause] These go to eleven."

39 Word of Mouth on Twitter

40 10. Provide a Sense of Urgency Contests Matching gifts Competitions, deadlines lead to spike of excitement Provide a clear call-to-action Be sure to follow up

41 11. Plug In Your Wired Fundraiser Add an area to your website Starter text Images Video links Testimonials Keep people aware of upcoming contests/deadlines Thank people and give regular updates

42 Recap What s This All About? Flipping the funnel The social, not the media Finding your champions and equipping them

43 Your Next Steps Listen first Set small, simple goals Have a qualified staff member who can commit the time Think expansively it s not just about fundraising! It s a tool for listening, engagement, movement-building, customer service and innovation

45 First Things First Website URL on every communication? Find your website in search engines? Accept online donations on your website? Collect addresses on your website? Use marketing to drive traffic to your website? Tell your story through pictures, videos or podcasts?

46 Where's Your Policy? Engage in a discussion -- policy creation process itself makes you think and increase understanding among staff Be clear upfront Address who responds to conversation and how Protect your brand by training your staff/volunteers Identify which platforms you get active on, and how? Specify the types of social media that is ok to do at work Consult sample policies Based on guidelines from Beth Kanter and Nancy Schwartz

47 Questions Katya Andresen Learning Center Free Training My take

48 Bonus slides handout only

49 Don t Panic - 6 Ways to Survive the Economic Storm 1. Don't curl into a fetal position. Don t stop doing the important things. 2. Set realistic goals. The numbers are likely to be down. So manage to that. 3. Don't abuse your existing donors. Thank them and then they will tell their friends. 4. Get online today. Ask for lots of small donations and monthly gifts. 5. Don't undersell yourself. Be passionate about your emotional ROI. 6. Admit to donors that it's hard. Hard to turn down someone who is understanding. Source: Katya s Nonprofit Marketing Blog

50 How To Survive Loss of Control 1. Brand control is gone lots of conversations are already going on about you. You can either curse that or embrace it. 2. That s okay the people talking about you are part of a tribe, that can become powerful communicators for you. 3. Be simple, memorable and consistent when you talk about your organization so it s easy for your tribe to talk about you. 4. Your brand is the meeting point between the interests of your tribe and you they put their own spin on #3. Source: Nancy E. Schwartz, Getting Attention Blog

51 Causes on Facebook 250,000 Causes created 50 million users 46,000 charities have benefitted, 8K registered $7.5 million in total donations $25 is median gift

52 From a presentation by Charlene Li, author, Groundswell

Building Participation through Social Networking

Building Participation through Social Networking Minnesota Council of Nonprofits Annual Conference www.mncn.org October 3, 2008 Jono Smith Network for Good www.networkforgood.org About Network for Good