How to Leverage Social Media & New Technology for Fundraising

BYCHRIS KENNEY, COCO DESIGN

KENDA HEMBROUGH, UWF

How to Leverage Social Media & New Technology for

Fundraising

Tips & Trapsin Social Media Marketing

Presenter – Chris Kenney

• Principal, Coco Design

• Singer & Bass player, 4 Bands

• 583 sites on the Internet when I built my first website

• Internet marketing strategist

• Not an “expert”

Chris Kenney

Tips-n-Traps to expect today

Tips & Traps in Social Media Marketing 3 Chris Kenney © 2011

• Facebook T N T• Twitter T N T

Social media strategy

Traditional and social web lines are blending… and this is just the beginning

Strategy…have one! Write it down

Part of your overall communication / marketing plan

Establish SM policy Voices Message Frequency Etc.


WebSite

SocialMedia

SMM

Ratings

Blogs /Wikis

Content

Facebook

PR /News Forums

Twitter

Analytics

Search

Workflow

YouTube

LinkedIn

Bookmarks

Mapping

Social media mantra

Control is an illusion Power to the public, THEY are in control

Control freaks are left behind

Learn to let go… yeah, tell that to the lawyers

It is all about engagement It’s not about you, it’s about us

It’s about connections, relationships

It’s about communicating with, not at


Facebook


• Set up a Fan Page - ask for article.

• Tip Do not use a personal profile for an organization

• Great communication channel

• Naming trap You only get one chance for both the page title and the vanity URL

• Naming Tip You need 25 fans (likes) to get a vanity URL - Facebook.com/username/

• Facebook is a cocktail party, don’t push

• Become a resource for your fans

• Promote events

http://facebook.com/cocodesign

Facebook


Tip Do not use a personal profile for an organization

• Trap Created 4 profiles

• Trap Set up band as profile

• If you get a request from a business to be their friend they are in violation of the terms of use

Facebook naming traps


Vanity URL

Caps

Page Title

Facebook promoting page


Facebook

Fan Page Report

Twitter


• Great PR channelif used properly

• Opportunity to engage

• Monitor brand mentions

• Control – learn to let go

• Tip 80/20 rule

• Be innovative

Twitter


• Christi McNeill is nuts about Southwest Air! 1m

• Monitor brand mentions

• Twitter only promotions

• Tip 80/20 rule

• Two events on twitter• Kevin Smith - 1.7• Plane in the Hudson

Twitter


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Thank you… thankyouverymuch


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Social Media Reaches All Ages

Between April 2009 and May 2010, social networking use among internet users grew ages 50-64 grew by 88%--from 25% to 47%. ages 65 and older grew 100%--from 13% to 26%. ages 18-29 grew by 13%—from 76% to 86%.

Source: Pew Research Center

Mobile Technology: Meet Social Media

2009 Data:

Mobile phone users Internet users0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5 4.6

1.7

Billions of people

Survey Tools to Gauge Your Audience

surveymonkey.com or zoomerang.com $200 per year for unlimited questions and responses

UWF Alumni Survey produced: Phone Number Changes/Additions: 669 Email Changes/Additions: 302 Text message permission: 110 Total database updates: 2,784

Are You Part of the Conversation?

34% of all online adults “rant or rave about a company, brand or product.”

71% of all online adults are influenced by “reviews from family members or friends.”

Pockets of Success

Variety of Fundraising Vehicles

Focus + GET Focus Grab attention Engage Take Action

Focus

Single, concrete measurable goal Ex. Thunderbird’s goal: Raise 750 new alumni gifts in the last six weeks of

the fiscal year in order to reach 15% alumni participation

Short-term and urgentFocus on the cause, not your organization

Clemson University: one fund, not university “Race for the Cure”

Identify one person who represents your cause

Grab Attention

Cut through the noise with Personally tagged photos on Facebook Emotional pictures Humor (but be careful there) An unexpected slogan or fact Something fun!

Grab Attention

NTEN goal: raise $20,000 to send 58 nonprofit staff members to

the NTEN ConferenceStrategy

$10,000 match by Convio Holly’s promise to humiliate herself

Result Holly’s remake of the Beyonce “Single Ladies” music

video Will she meet Beyonce?

Grab Attention

• 71% of journalists have a list of blogs that they check on a regular basis

• More than 90% of journalists check blogs at least two to three times per month.

Engage

Compel others to care deeply Tell a story Be empathetic Be authentic

Engage Face to Face

Engage Through Multi-channel Communication

Engage through Videos

Flip cam: $150Videopad: $70Youtube.com: “President’s Day at Macalester College”

Take Action

Empower friends with tools to act quicklyMake it easy and fun!Clear call to action

Focus + GET

Focus during a short period of time on 1 measurable goal related to 1 cause represented by 1 person

Grab attention with the unexpected, fun, visual and emotional

Engage with stories that compel people to care deeply

Take action – empower friends with tools to help; must be easy and fun

How to Leverage Social Media & New Technology for Fundraising

Self Improvement

Transcript of How to Leverage Social Media & New Technology for Fundraising