The webinar will start 2 minutes a1er the hour. How JUNIOR ACHIEVEMENT Can Use Facebook and Twitter to Amplify Fundraising

Transcription

1 The webinar will start 2 minutes a1er the hour. How JUNIOR ACHIEVEMENT Can Use Facebook and Twitter to Amplify Fundraising By Kerri Karvetski

2 GoToWebinar Controls Your ParBcipaBon Open and hide your control panel Join audio: Choose Mic & Speakers to use VoIP Choose Telephone and dial using the informabon provided Submit quesbons and comments via the QuesBons panel

3 What we ll cover today State of social media fundraising 3 models of social media fundraising success How to identify and nurture influencers Fundraising campaign basics Specific tactics and tips for Facebook & Twitter How to get ready for Giving Tuesday

4 Who am I? Kerri Karvetski, owner of Company K Media 23 years communications experience 14 years working with nonprofits 13 years online focus

5 WHERE ARE WE AT? STATE OF SOCIAL MEDIA FUNDRAISING

6 Fundraising on social media? No big numbers for most nonprofits. Source: 2012 Nonprofit Social Network Benchmark Report

7 Source: hpp:// biggest- trends- in- online- fundraising- 2013

8 But it does have an amplifying effect and enormous potential

9 Source: Digital Persuasion: How Social Media MoBvates AcBon and Drives Support for Causes

10 Source: Digital Persuasion: How Social Media MoBvates AcBon and Drives Support for Causes

11 Source: The Next GeneraBon of American Giving

12 3 MODELS OF SOCIAL MEDIA FUNDRAISING SUCCESS

13 But first a reminder and a reality check

14 REMINDER What s the No. 1 reason people give? I m asking you, will you please give? (They are asked.)

15 REALITY CHECK Why are people on social media? Post updates to their friends and family Share pictures and videos Have fun!

16 #1: Peer-to-Peer works well on social networks Beth Kanter memorialized her father with an online fundraiser for Surf Rider Foundation Raised $5, donors 92% of donors were strong ties Only a fraction had ever met her dad

17 6 Reasons Why Peer-to-Peer Works on Social Media 1 It s social 2 People trust friends over ads 3 Leverages personal networks 4 Immediacy of online giving 5 Easily and quickly shared 6 Expands prospects

18 Peer-to-Peer ideas JA Bowl-a-thon! Birthdays Anniversaries Honor/Memoriam Marathons Get your board on board! Sponsored Like Drive

19 #2: Social works well as part of a multi-channel campaign Consistent brand identity and experience across channels Audiences see the same story in every available channel Impressions add up, reinforce Donors transact in channel of choice, but it s often not social

20 Source: hpp:// biggest- trends- in- online- fundraising- 2013

21 6 Multichannel Tips 1 Social schedule/ graphics coordinates with offline/ 2 Let content flow easily between channels (share buttons, FB + TW on event signage) 3 Give updates on your progress via social 4 Tell your story visually 5 Publicly praise 6 Immediately echo support (i.e. retweet, share fan updates) 7 Use a match campaign to spur generosity

22 #3: Use social media to acquire subscribers is better at converting! People are used to transacting and taking action (shopping, maintaining accounts, responding to invites, donating) in response to an .

23 Acquisition tips Photo contest Give away Voting contest Use an app to manage (Offerpop) OR send fans to your website Low bar = high conversion

24 HOW TO IDENTIFY AND NURTURE INFLUENCERS

25 Not all followers or fans are the same. Influencers can help you reach more people and do the convincing and converting for you. The trick is, you have to find them online and nurture them.

26 CASE STUDY: Global Giving Nurtured Influence for Fundraising Success Relationship building is priority for Lots of listening and conversations with tribe Several staff members tweet When Japan tsunami hit, they leveraged relationships into huge amount of giving

27 Finding Influence What are the criteria you use to determine influence (offline, online) Identify individuals/businesses that meet that criteria Who s already commenting and sharing Who wields power and authority in your space offline are they online? Use Twitter and Facebook search to find individuals (elected officials, business leaders) Use these TWITTER TOOLS to find online influencers: Commun.it, Klout, Followerwonk

28 How to nurture influencers Keep tabs on them using Facebook Interest Lists and Twitter Lists Try the Sharing System (80/20 rule) 4 items of content from influencers (they will notice) 1 piece of your content of value (how-to, roundup, list) 1 promotional Exact numbers aren t as important as the proper balance

29 ONLINE FUNDRAISING CAMPAIGN BASICS

30 Go Multi-Channel When You Can Coordinate with an existing fundraiser Channels reinforce each other Social media is like a nudge Repetition is necessary

31 6 Fundraising Campaign Basics 1 Set a $$ Goal 2 Establish a Timeline (4-6 weeks) 3 Message Arc (which stories) 4 Coordinate Channels ( , website, Facebook, Twitter, direct mail, events) 5 Schedule (when to send) 6 Measure

32 SOCIAL MEDIA Coordinate Facebook/Twitter posts with arc Link to your website donation page (or peer fundraising page) Slightly increase social media frequency toward end of campaign Conversion is typically low

33 SPECIFIC TACTICS AND TIPS FOR FACEBOOK & TWITTER

34 FACEBOOK: Find When Fans Are Online

35 FACEBOOK: Upload photo; link to donation in caption Get more real estate in newsfeed w/ uploaded photo

36 FACEBOOK: Get to Know Graph Search 17 Ways Marketers Can Leverage Facebook Graph Search

37 TWITTER: Use Advanced Search

38 TWITTER: Use hashtags A hashtag is used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorize messages.

39 Why Use Hashtags? Get Found: Hashtags show your tweet more easily in Twitter search Find More Like This: Clicking on a hashtag shows you other Tweets marked with that hashtag Ride a Wave of Popularity: Hashtag words that become popular are often Trending Topics

40 Hashtag Best Practices Find tags already in use (Hashtags.org) Don t spam with hashtags. Two per tweet is good Use hashtags only on Tweets relevant to the topic

41 BOTH: Show Love, Tag People, Businesses

42 Seed the Tip Jar So sad!

43 Track your Tags Across Networks

44 HOW TO GET READY FOR GIVING TUESDAY

45 Dec. 3, 2013 A national day to celebrate philanthropy You raise $$ and awareness, celebrate volunteers and supporters Register online Website has TONS of ideas Start using #GivingTuesday now Start simple; observe a lot 2,500 participating nonprofits in 2012

46 10 Helpful Resources Blackbaud's Understanding the Value of Your Social Media Influencers: How to Identify and Empower Those Who Can Engage an Entire Community Digital Persuasian: How Social Media Motivates Action and Drives Support for Causes Creating a Year Round Peer-to-Peer Fundraising Machine The Nonprofit Social Media Decision Guide 2013 enonprofit Benchmarks Study Planning for #GivingTuesday & End-of-Year Fundraising Fundraising with Facebook by Artez Interactive The Next Generation of American Giving: The Charitable Habits of Generations Y, X, Baby Boomers and Matures 2012 Nonprofit Social Network Benchmark Report 7 Things I learned About Social Media Powered Online Fundraising and A Big Heartfelt Thank You for #OceanLoveEarl

47 MY 3 KEY TAKEAWAYS FOR YOU

48 Go in with a plan, even a modest one Source: 2012 Nonprofit Social Network Benchmark Report

49 REMEMBER Why people are on social media Post updates to their friends and family Share pictures and videos Have fun!

50 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.

51 Thank you. Good luck! Questions? FACEBOOK