The webinar will start 2 minutes after the hour. How to Use Social Networks to Raise Money for Your Nonprofit

Transcription

1 The webinar will start 2 minutes after the hour. How to Use Social Networks to Raise Money for Your Nonprofit

2 GoToWebinar Controls Your Participation Open and hide your control panel Join audio: Choose Mic & Speakers to use VoIP Choose Telephone and dial using the information provided Submit questions and comments via the Questions panel

3 What we ll cover today

4 Who am I?

5 SHARE: What did you post on social networks this week?

6 REMEMBER Why people are on social networks

7 FACEBOOK EXAMPLES

8 Sanctuary One, an animal farm in Oregon, has success posting requests for individual items it needs like this dog crate. Donors contact the farm directly to arrange purchase.

9 Superbowl Giving Days! The Seattle Foundation & the Denver Foundation mobilized supporters through Facebook and other channels in The 1 st & Give Charitable Championship. Together they raised over $56k for local charities.

10 Soi Dog Foundation has found success in relentlessly focusing its Facebook efforts on acquiring monthly donors. Weekly tell-a-friend Facebook ads targeting only women Ads ask for monthly gifts Raise $100,000 in recurring gifts! Facebook apps for donations/sponsorships

11 TWITTER EXAMPLES

12 Feeding America teamed with ABC medical editor Dr. Richard Besser for a tweet-a-thon. For every tweet with the hashtag #abcdrbchat on Nov. 19 from 1-2, ABC donated $1 to Feeding America, up to $10,000.

13 Local business owner launches personal Twitter fundraiser to help Wheeler Mission during the polar vortex. Twitterverse pledged over $41,000 to help the homeless shelter.

14 Global Giving gave away $75k in matching funds (30%) on Feb. 12. Nonprofits used social media, including Twitter, to drive donations. The Lunch Box Project raised a total of $1,729.

15 PINTEREST EXAMPLES

16 Look Good Feel Better partnered with Elizabeth Arden for the PinItToGiveIt campaign. For each repin, Ellizabeth Arden donates 1 lipstick to boost the self-esteem of women undergoing cancer treatment.

17 Amnesty International has a Fair Trade board. Pins drive traffic to product landing pages.

18 INSTAGRAM EXAMPLES

19 Charity:Water uses countdown photos on Instagram to build excitement for its September Campaign.

20 World Food Program USA uses Instagram to promote mobile giving for Typhoon Haiyan relief efforts.

21 YOUTUBE EXAMPLES

22 NRDC uses the overlay feature available in the YouTube Nonprofit program to drive traffic to its Green Gifts catalog.

23 Direct Relief International uses the Donate Button feature available in YouTube Nonprofits program to allow donors to make a gift right in YouTube.

24 Do you have a success story to share?

25 5 Key Takeaways from These Social Fundraising Examples

26 WHERE ARE WE WITH SOCIAL FUNDRAISING?

27 In terms of transactions, social fundraising is a tiny piece of the online giving pie. Source:

28 But it does have an amplifying effect and enormous potential

29 65% learn about causes from a friend or family member s/he follows on social media Source: Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes

30 61% post cause information on social networks because they were proud to be affiliated with the cause Source: Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes

31 Majority of supporters said they donated or volunteered after engaging with a nonprofit on social media Source: Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes

32 3 Key Takeaways From This State of Social Media Data

33 POLL: On which social network(s) is your nonprofit?

34 3 MODELS OF SOCIAL MEDIA FUNDRAISING SUCCESS

35 MODEL #1 Peer-to-Peer Fundraising

36 CASE STUDY: Beth Kanter

37 Reasons Why Peer-to-Peer Works on Social Media

38 Peer-to-Peer ideas

39 How to get started with peer-topeer

40 REALITY CHECK! Source: BlackBaud Peer-to-Peer Event Fundraising Benchmark Study 2013

41 MODEL #2 Multi-channel Campaigns

42 3 Reasons Why Multi-Channel Campaigns Work With Social

43 QUIZ: Can you guess the first-year donor retention rate for online donors?

44 Source:

45 7 Tips for Multichannel Success

46 How to Get Started with Multichannel

47 MODEL #3 Use Social Networks to Acquire

48 is better at converting!

49 The permission-based address is the key to online fundraising success!

50 Acquisition Ideas

51

52

53 Let s brainstorm! Every give ONE idea for social fundraising.

54 HOW TO CHOOSE YOUR CHANNELS

55 Who s on what?

56 AGE Source:

57 ETHNICITY Source:

58 SEX Source:

59 What are they doing?

60 Sharing Source:

61 What s your objective?

62 Want to drive traffic? Use Facebook, Twitter, Pinterest Source:

63 3 Key Takeaways From This Social Network Demographics Data

64 POLL: Which network(s) will you try next?

65 KEY TAKEAWAYS

66 PLAN: 41% of nonprofits attribute social media success to developing a detailed social media strategy Source: 2012 Nonprofit Social Network Benchmark Report

67 It s OK to Go Slow

68 If you can't fly then run, if you can't run then walk, if you can't walk then crawl, but whatever you do you have to keep moving forward.

69 Questions?