Social Media and NonProfit Fund-raising
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Social Media and FundraisingKatrina Kibben
Social Media Ninja
Monster.com
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Agenda
Why Social Media? Social Media Campaign Wins Social Media Campaign Fails How To Create A Social Media Campaign Discussion
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Poll: where are you online?
Facebook Twitter YouTube Slideshare Myspace LinkedIn
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More importantly…
Where are your donors online? How do they prefer to give?
Online? Offline?
What do you think?
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Stats
Donors operate across social media sites: 52% utilize YouTube 12% post on Flickr 9% have Facebook accounts
51% of donors prefer to give online
http://mashable.com/2009/03/26/social-media-nonprofit-study/
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Online or offline?
20080
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OnlineOffline
http://nonprofit.about.com/od/onlinefundraising/a/getonlinedonors.htm
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http://mashable.com/2009/03/26/social-media-nonprofit-study/
How much do they give?
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How do they give?
http://mashable.com/2009/03/26/social-media-nonprofit-study/
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Where do they give?
http://mashable.com/2009/03/26/social-media-nonprofit-study/
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What are they talking about?
http://mashable.com/2009/03/26/social-media-nonprofit-study/
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What are they looking for?
http://mashable.com/2009/03/26/social-media-nonprofit-study/
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SOCIAL MEDIA WINS
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PETA on Facebook
Engaging headlines
Participation
Community
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#blamedrewscancer on Twitter
Humor
Showcase results
Easy to navigate
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Epic Change on Twitter
Raised over $11,000 in just 48 hours
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Livestrong on Slideshare
Social Media Sharing
Transparency
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Monster.com on Flickr
Clear results
SEO Optimization
Identification with cause
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I2Y.com blog
Synch content with social media events
Establish credibility
Set up outgoing links
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March of Dimes on YouTube
Call out your cause
Frequent contributions
Highlight donors and spokespeople
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WorldVision’s landing page
http://worldvision.org/charity
Call out your cause
Establish credibility
Make your site interactive and easy to navigate
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Best practices for websites
Award recognition
Social media quick-links
One-click donation button
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Red Cross mobile campaign
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NonProfitLA.com social event
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E-mail campaigns
Is email social media? How to appropriately leverage email?
Create warm lead lists 1% to 3% of a nonprofit group's e-mail list would
donate money when solicited, at an average of about $80 per person
Share timely, relevant information Precautions
Paying for email address is a no-no
http://www.washingtonpost.com/wp-dyn/content/article/2009/04/21/AR2009042103786.html
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SOCIAL MEDIA FAILS
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Causes
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Why they fail
No obvious organizational impact No trust Content Execution Timelines Channels
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MAKING IT WORK
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It’s all connected
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What works?
LISTEN Call to action focus; not donation focus Clear and achievable goal Short deadlines Leverage networks Make giving easy Recognition
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Partnering with brands
87% of consumers would switch brands based on association with a good cause
50% of consumers would pay more for products from brands that support cause
What’s in it for me?
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It doesn’t take a ninja…
YOU CAN DO THIS AT HOME
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Making the most of your time
CoTweet & Tweetdeck Facebook YouTube Flickr Slideshare Wefollow
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Tracking your Success
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Social Evolution
"It's an experiment that shows social media is a great way to touch
more people," he said, "but it may have a ways to go in terms of
raising money."
Elliot Bisnow
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QUESTIONS?