Social Media Fundraising: Past Present & Future #npweb
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Transcript of Social Media Fundraising: Past Present & Future #npweb
http://info.helpattack.com | @helpattack | [email protected]
Ehren Foss@[email protected]
Welcome!Social Media Fundraising: Past, Present, and Future
HelpAttack! is social media fundraising:• Turns Facebook updates, Tweets, #hashtags, blog
posts...into microdonations.• Facebook & Twitter Apps for nonprofits• Consulting too
http://info.helpattack.com | @helpattack | [email protected]
Who the heck is HelpAttack?
• From email to blogs to social networks• Convert offline & email fundraising expertise• Social CRM, social media is a channel
http://info.helpattack.com | @helpattack | [email protected]
Past, present, future
• How is social media fundraising different from online fundraising or email? How is it the same?
• Case studies and best practices: What goals are realistic, and what effort is needed?
• How can smaller organizations find success?
http://info.helpattack.com | @helpattack | [email protected]
Best practices:
Past
• Ashton Kutcher? Brands?o "Action triggered" cause marketingo Companies taking risks & innovating
• Email = biggest social networko Focus on email acquisition
• Coordinate multiple channels• One-offs
o Twestivalo 12kfor12ko Tweetsgiving
• Some Infrastructureo Facebook Causeso Rt2Give
http://bit.ly/IFdLI5 - historyhttp://bit.ly/HZTh0V - 10 lessons
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Present• Interest but not demand• Shiny new thing syndrome?
o Becoming process & results driveno "Donor database" ==> "Supporter database"
• Small slice of $20B given onlineo Most people not yet habituated to $ on SM
• More infrastructureo HelpAttack!, SmallAct, Causes.com, donation
tabs...o Mobile & native app developers
http://info.helpattack.com | @helpattack | [email protected]
Future• Social media fundraising becomes a channel• NFC (near field communication)• Portable payment information• We will assume...
o Donation an option through major SM networkso Coordinated supporter experienceo Coordinated fundraising, awareness, advocacy
campaigns
• How people share - you can forward a fundraising email, but do you?
• Friends asking friends - peer to peer fundraising• Platforms driven by both:
o Causes, Crowdrise, CauseVox, FirstGiving, Greater Giving, HelpAttack!, etc
http://info.helpattack.com | @helpattack | [email protected]
NOTE: it's up to you, not the tool, to grow a relationship with those donors outside of the particular tool they are using.
Social Media vs. Email
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Why is sharing important? Response and conversion rates.
Slide from Sarah Durham / Big Duck http://slidesha.re/GKtWDH
Social Media vs. Email
Sharing may boost response rates. Take a FreeArtsNYC HelpAttack! campaign for example:
FreeArtsNYC had around 1,200 Facebook fans and around 500 Twitter followers for a total of around
1,700 in their social media audience.
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Unique Visitors
291/1,700or17%
28x better than email
Pledges 26/1,700or1.5%
19x better than email (vs .08%)
Social Media vs. Email
Other differences:• Instant: Kony 2012, Rush Limbaugh, Chris Brown...• Dialogue: Komen and Planned Parenthood• It's...social: see and interact with actual people
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"Social media is a space where the individual reigns, relationships are required, and conversations are public."
Social Media vs. Email
• Audience is crucialo How big?o Who are they, and what do they care about?
• Experiment, test, and improve• Move donors up engagement ladder • "house file" is crucial• People give because:
o People they know giveo There's an immediate needo They are asked
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People give to faces and heartbeats, not
statistics!
How are they similar?
• Not everybody sees each message.• Not everybody responds.
o Conversion rate• Each step in a process reduces response.
o Conversion funnelo 10% x 10% x 10% = 0.1%! (need 1,000 people to
start)• Part of every community is dead weight.
o Abandoned accounts, bots, spam folders..
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How are they similar?
• Grown the sameo Starts with zero peopleo Takes time and effort
• Cost resources at firsto More than donations produced
• Worth it!
Where would you be without your email list today?
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How are they similar?
Return on Investment (ROI)Like email, the ROI of social media should be measured
as a long term investment with compounding growth, rather than a short term balance sheet.
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How are they similar?
• Set realistic goals• Grow your presence• Reward participation• Leverage a special event, celebrity ambassadors,
corporate sponsors• Thank donors!
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What are best practices for social media campaigns?
• Get 10 new donors• Learn who they are• Thank them personally• Stay in touch with them
Ten donors giving $25 per month all year is an extra $3,000. Not bad!
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What are realistic goals?
About* 6 hours of work over 6 weeks.
• 1 hour to brainstorm the right kind of campaign for your cause, and the supporters you want to reach
• 1 hour to invite other stakeholders• 1 hour to tell partners or super-supporters and ask them to help spread the
word• 30 minutes to write a blog post
• 30 minutes to include in an email to your list• 2 hours of social media monitoring
• 1 hour to download reports and upload into your supporter database*can vary depending on you and your organization
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What time and effort are needed?
2,500 followers ≈ 5-10 donors
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How do you figure?If you have around 2,500 followers, you’ll probably get 25 hits to the linked URL, and a few will complete the action. Repeat the ask in different ways to get to 5-10 donors.
What should I expect?
• Earth Day, Valentines Day, event• …or create one! #oceangiving
http://oceana.org/en/blog/2011/11/this-november-celebrate-oceansgiving
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Leverage a Special Event
• Celebrity ambassadors• Corporate sponsors (JetBlue/FreeArts)
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Partners, Advocates, Celebrities
• Reward participation• “Like” for a chance to
win…• Submit a picture for a
chance to win…• Nonmonetary gifts
(feature your picture, story, idea, etc)
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Reward Participation
• Borrow an audience• Reach out to 10 people with 500 followers • Volunteers, other nonprofits, media, activists
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Grow Your Presence
• Ads on Facebook, Twitter, Linkedin• Advertise on Google, Bing• Special programs (Google Grants,
YouTube nonprofit program, Hope140) for nonprofits
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Grow Your Presence
Beth Kanter and AXIS Dance Company
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http://www.bethkanter.org/facebook-ads/, check it out!
Case Study with Facebook Ads
Who: AXIS Dance Company and Beth Kanter
Goal: get local likes
Method: 2 kinds, one general and one specific
Cost: $5/day for the general, $8/day for the specific and decided to go for pay/click because we wanted to them to click through to our AXIS Facebook page and ‘Like’ us on Facebook
http://www.bethkanter.org/facebook-ads/
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Case Study with Facebook Ads
Axis Dance Company Results:• First 24 hours / $13 total budget• 67 Page Views• 28 Unique Page Views• 17 new likes (10 directly from the ad)• $13 for 10 likes
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Case Study with Facebook Ads
http://www.facebook.com/NationalParks
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Real World Example- NPCA
Thank supporters/donors right away on social media. It's free and powerful.
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What's a free and easy way to keep supporters happy?
• Provide inspiring stories about what donors are accomplishing with their giving o "Susan just donated enough for 20 thanksgiving
meals! Thank you!"• Be personal• Be specific: "Thanks for volunteering today Brian!"
more: http://www.futurefundraisingnow.com/future-fundraising/2012/02/how-skimping-on-your-donors-can-make-you-lose-your-shirt.html
http://www.bethkanter.org/say-thanks/
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Best Practices for Thanking Donors
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Real World "Thank Yous"
http://www.youtube.com/watch?v=vBrc4c_1jio&feature=player_embedded
Flickr, Tumblr, Pinterest
Make it visual! Find your "inner Picasso"
from Noland Hoshino guest post on John Haydon's blog, check it out!http://www.johnhaydon.com/2012/02/not-pin-on-pinterest/ http://pinterest.com/nolandhoshino/
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What NOT to post• Company logos
• Long paragraphs• Non-visual stuff
• Small images• Enormously long infographics. Instead, cut out sections
that’s interesting• Anything that violates Pinterest’s terms of agreement"
from Noland Hoshino guest post on John Haydon's blog, check it out!http://www.johnhaydon.com/2012/02/not-pin-on-pinterest/ http://pinterest.com/nolandhoshino/
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Flickr, Tumblr, Pinterest
• Find your ideal supporters• Friend them or Follow them• They will likely follow back if you engage them
with questions or content• Personalize the account with a picture, a voice
and even a brief bio of the person posting• Use tools like HootSuite, TweetDeck
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Small to Medium Sized Nonprofits
• You can really know your supporters
• Grow the right audience• Easier to ask them for things
Try this:Choose a random hundred and look at their profiles. How did they find you? Who are they? Why are they following you? What value can you provide?
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Smallness as an Advantage
• Far more similar than different from other fundraising
• Sharing is criticalo Make it visualo Make it specific
• Focus on your foundationo General online donationso Supporter databaseo Create culture of listening & openness
• Then pick appropriate tools & campaigns
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Takeaways
Thanks for joining us!
Blog & resources: http://info.helpattack.com
Sign up: http://helpattack.com/addcause/search
@helpattackhttp://facebook.com/helpattack(512) 673-7254
Questions?