Mobilize Your Donors to Recruit New Donors Through Social
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Transcript of Mobilize Your Donors to Recruit New Donors Through Social
What you’ll get from this session
How to identify the best types of donor recruiters who will tell their friends about your nonprofit
How to find donors who are influencers and what to ask them
The 5 best calls to action for your donors to grow your base and raising extra funds
Real examples including how Komen 3-Day™ raised more than $200K by leveraging their influential donors
About Us
We have worked with over 165 brands across the non-profit, commercial and political space helping them understand their supporters and boost engagement.
We have worked with over 165 brands across the non-profit, commercial and political space helping them understand their supporters and boost engagement.
About Attentively
2014 FINALISTS
2014 Top 10 Platform
2013 RealTime Marketing Challenge
WINNER
turner4D
How Social Fundraising is an Asset As important as it is to get past
donors to give again, you want to increase the pool
Social media is ideally suited to growing your potential donor lists Many of your past donors use social media
Like birds of a feather, your past donors’ friends are likely to be interested in supporting you
Messages from friends are more persuasive
Social fundraising is up 32%
When compared to 2012, social media is responsible for a third more donations today
17% of fundraising through social
Stories that social media is not good for fundraising over sample bad practices
Social Fundraising is WAY up
90% of donations are on Facebook
Direct and Indirect Asks Peer-to-peer fund-raising via social
media is one route Getting past donors to ask their friends to
donate will get you some new donors
Peer-to-peer friend-raising is a great complementary route It usually takes several website visits to
turn people into donors
Getting past donors to ask their friends to take action or read content on your site helps grows your list
Nonprofits are sitting on a wealth of social data about their supporters and donors
Your donors may also be influencers
Social Fundraising Starts with Social Data
Identify, Monitor, Mobilize
Go deeper than your followers.Use “big data” to segment by:
o current donorso social mentionso influencers
Initial Connection Ask
Once you have identified which of your past donors are using social: Email the Twitter users asking
them to follow you
Email the Facebook users asking them to like you
Also ask them to share your tweets and wall posts
Now, your social media keeps them informed about your work
Use Attentive.ly to monitor
What your donors are discussing on social media
Which of your donors are talking about the same things as you
Match messages to your donors’ interests
Tweet/post messages related to what donors are discussing on social media to catch their attention
Use email to ask donors to share your social media posts about your issues they are discussing
Monitor & Mobilize
Mobilize donors to directly solicit donations from their friends
Mobilize donors to ask their friends to view your content (blog posts, infographics, reports, videos, news articles, etc.)
Mobilize donors to ask their friends to take action (make sure your action tool collects opt-in email addresses)
Mobilize to do what (via social AND email)?
Once you collect a new email address, move them through your regular welcome cycle
Be sure your welcome cycle includes soft fundraising asks early and a hard ask later
After they move through email cycle, add them to your fundraising outreach email list
Move new recruits to New Email Cycle
Donor Influencers are Game ChangersInfluencers work because they are using the most effective type of marketing —
Word of Mouth
Top Influencers have Extraordinary Reach
The top 5% reaches 85% of your entire network reach!
The top 5% reaches 200x more people than your email.
If you engage 10% of influencers, you’d reach millions!
10% response rate, or 360 people, reaches 3.3M
Pursuing Influencers is Worth it
"We've never seen so many donors thank us for following them on
Twitter… it was very exciting to see that level of donor engagement!
Engage donors on Twitter
- Melanie Mullinax, Manager of Online Communications
Invite Donors toFan & Follow
$214.81“Average value of a
Facebook Like over 12 months following
acquisition”
- NTEN Benchmarks Report
Komen Influencers Raise More Than $200KIn 2014, with the help of Attentive.ly, the Susan G. Komen 3-Day® identified 27 social media influencers and asked them to spread the word about registering to walk in their own words and through their own social media channels.
By providing them with a registration incentive code, over five months, those influencers recruited 105 additional participants, who raised more than $200,000 for Susan G. Komen.
Alan Rosenblatt. Ph.D.SVP Digital, turner4D
Co-Founder, Internet Advocacy
Roundtable
Roz LemieuxCEO Attentive.ly
Co-Founder Fission Strategy
Thank You!
