Yes! You can raise $$ on Facebook (and other Social Networks)
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Transcript of Yes! You can raise $$ on Facebook (and other Social Networks)
Yes! You Can Raise $$ on Facebook and Other Social Networks
Jeff Patrick
Use Twitter Hashtag #npweb
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Jeff PatrickCommon Knowledge
Jeff PatrickPresident415.543.7600jpatrick@commonknow.comwww.commonknow.com
Yes! You Can Raise $$ on Facebook and
Other Social Networks
January 11
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All Slides © 2010 Common Knowledge
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Jeff Patrick
President & Founder
Common Knowledge
(415) 543.7600
www.CommonKnow.com
© 2010 Common Knowledge
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www.CommonKnow.com
© 2010 Common Knowledge
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Common Knowledge
• Interactive agency, HQ in San Francisco, founded 2002
• Work uniquely with cause-based non-profits and higher ed
• Focus on strategic Internet fundraising and marketing
• Increasingly integrating social networking into our work
• Deployed more than 20 social networking communities
• www.commonknow.com
7© 2009 Common Knowledge
Buzz Triangle
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Acquisition
1. Opt-in to on-going communication
2. Demonstrate interest
3. 1st step in ladder of engagementAds
Facebook Page
© 2010 Common Knowledge
Stewardship Message Stream
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Facebook PageDay/Time Message
1/9:00 Photo contest announce
1/13:00 Virtual event announce/invite
2/8:00 Photo context announce w/ samples
2/14:00 SF event announce/invite
3/8:00 Photo contest/last chance
3/10:00 LA event announce/invite
3/14:00 Rider offer #4 for ride signup by17:00
Micro-message stream
© 2010 Common Knowledge
Facebook Causes
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• 100 million installed users
• 400,000 user-created causes
• 13,000 official nonprofit partners
• $22 million donated in 2.5 years
• 1 million media views per day
• Distribution to 400 million active users on FB
• Donations supported to all 1.5M U.S. nonprofits
© 2010 Common Knowledge
DISASTER RELIEF FUNDRAISING
International Fund for Animal Welfare
January 11
53© 2010 Common Knowledge
Campaign
Architecture
Email Direct Response
Prospects
& Donors
Organization
WebsiteInterstitial
Appeal
Animal Rescue
Blog
YouTube
Direct Mail
Online
Fundraising
Form
Social
Media
IFAW Facebook Page
Facebook.com/IFAWHQ 12,845 Fans
Avg Likes per Post: 52 Avg Comments per Post: 16
© 2010 Common Knowledge
IFAW Facebook PageDate Topic Likes Comments Embellish
1-15-10 Announce participation in ARCH 74 19 Link to Blog Post
1-19-10 IFAW Mgr interviewed by USA Today
28 2 Link to USA Today Story
1-22-10 IFAW team moving into Haiti 89 18 Link to Blog Post
1-23-10 Responders prep gear to leave for Haiti
46 4 Video
1-23-10 Responders boarding plane to Haiti 53 11 Photo
1-24-10 Responders land in Haiti 58 2 Blog Post & Photo
1-26-10 No end to destruction in Haiti 21 5 Blog Post & Photo
1-27-10 IFAW’s assessment of the situation on the ground in Haiti
23 8 Video
1-29-10 Animal being treated in Haiti 70 14 Photo
1-29-10 IFAW treats dozens of animals, many more need help
74 12 Photo + Blog Post
1-29-10 IFAW’s Michael Booth working on his Friday report back to IFAW HQ
24 5 Photo
1-30-10 A kitten named Minu we found in Port-au-prince
125 30 Photos
ROI for Facebook Channel & Community
• Soft ROI
– Awareness & branding
– Education
– Higher level of engagement
– Higher affinity for organization
– Community Building
– Email List Acquisition
– Advocacy
– Volunteer recruitment
June 2008
63© 2010 Common Knowledge
• Hard ROI
– Individual annual or membership fundraising
– Event fundraising (peer-to-peer)
– Major Donors
– Advertising
– Underwriting
– Sponsorship
– Cause Marketing
– Grants
June 2008
64© 2010 Common Knowledge
ROI for Facebook Channel & Community
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