Chelsa Bocci, Community Marketing Director, Kiva.org Take a peek behind the scenes at peer-to-peer fundraising powerhouse, Kiva.org. How does social media support their efforts to engage supporters and expand their network, what lessons have they learned about taking a crowdsourced approach to online development, and what are some of the mistakes they've made along the way?

1. KIVAAND
CROWDSOURCEDFUNDRAISING
Social Mediafor Nonprofits
November 4, 2011

2. Summary
• Kiva’sCrowdfunding Model
• Kiva’s Volunteer Ecosystem and
The Community Effect
• Kiva’s use of Social Media
• Reach
• Strategy
• Examples of Use
• Successes & Challenges
• Key Learnings

3. Mission and Vision
Our Mission
Kiva’s mission is to connect people, through
lending, to alleviate poverty.
Our Vision
We envision a world where all people - even in
the most remote areas of the globe - hold the
power to create opportunity for themselves and
others.

4. Poverty is a massive Issue.
“
Half the world’s
“
population lives on less
than $3 per day.

5. Together, a solution is possible.
KIVA’s Impact to Date
$252 Million loaned
633,000 lenders
649,000 entrepreneurs

6. Empowering individuals to make
a difference one loan at a time

8. The Kiva Loan Cycle
1 2
A Lender chooses a Kiva transfers the loan to
Borrower and makes a a local MFI Partner who
loan using a credit card pre-disbursed the loan to
or PayPal. the Borrower.
Kiva repays the loan to As the Borrower repays
Lender on a monthly the loan, the MFI Partner
basis. The Lender can transfers funds back to
then choose to withdraw Kiva and posts Business
funds or re-start the loan updates to the Lender at
4 cycle all over again! 3 Kiva.org.

9. Significant Momentum Since the Start
Loan Volume on target
to surpass$275M
by end of 2011

10. Kiva has 143 Field Partners in 60 Countries
Ukraine Mongolia
Bulgaria Moldova
Armenia Kyrgyzstan
Bosnia
United States Turkey Azerbaijan Tajikistan
Lebanon Iraq Afghanistan
Palestine Nepal
Haiti Pakistan
Mexico Mali
Dominican Republic
Guatemala Honduras Senegal Burkina Faso Philippines
El Salvador Benin South Sudan Cambodia
Nicaragua Costa Rica Sierra Leone Nigeria Vietnam
Uganda Sri Lanka
Columbia Liberia Ghana Togo
Ecuador Cameroon Indonesia
Kenya
Congo Republic Rwanda Tanzania
Peru DRC Samoa
Burundi
Bolivia
Mozambique
Paraguay
South Africa
Chile
633,000 $252,000,000 649,000Entrepr 98.9%
Lenders Loans eneurs Repayment Rate

11. The Community Effect
Kiva Staff Active volunteers and pro-bono
professionals engaged in Kiva
Community Effect
10 active volunteers for every paid staff member

12. Understanding Kiva’s Volunteer Ecosystem
Kiva Fellows Program:
• We’ve sent over 400 Kiva Fellows into the field in
the last 6 years
Review & Translation Program:
• Over 250 volunteers around the world
• Volunteer Team Leaders coordinate the work of
language teams (Spanish, French, Portuguese,
Russian & review English profiles)
In-office Intern Program:
• 15-30 at any given time (7 on my team alone)
Developer Community:
• The use of Kiva’s API
Lending Teams:
• More than 20,000 teams have formed organically
on Kiva.org
• Top three lending teams have lent almost $4.8mm

13. Reach: Mobilizing your Online Community
430k+ followers on Twitter
140k+ fans “Like us” on Facebook
12k LinkedIn members
44k Causes members
250+ volunteer bloggers
Do you know your audience?
How is each channel different?

14. Kiva’s Social Media Strategy
1) Brand building (raising awareness, launch new
initiatives)
2) Fundraising (online voting contests to help
cover costs)
3) Meet strategic goals (user acquisition, invites,
increased lending volume)
“Test test test!”
“Fail fast but fail forward”

15. Social Media for Brand Building:
#WhyIKiva Campaign
With >20k responses, Twitter proved a
fantastic platform for asking users a simple
question
- Users helped “recruit” new Kiva lenders
(example at right)
- Great brand exposure / building, although
perhaps not target audience
15

16. Social Media for Fundraising:
Online Voting Contests
Kiva’s Community Outreach Team The result was a $1mm
drove online voting promotion for fundraising win, driven largely
Sam’s Club contest by social media promotion

17. Social Media for User Acquisition
Share User Share Kiva
Invite Create Dialogue
Activity Content
• Twitter/ FB • Share loan status • Kiva Followers • Like Articles
•Social Fundraising • “Follow” Friends •Display Comments
• Team Invite • Photo / Collage • Polls
Challenges
Direct Passive

18. Success: Promotion that broadcasts well
Key Lessons Learned
1. Provide message that has clear benefits and goodwill
2. Align incentives to broadcast model
3. Embed scarcity throughout promotion
4. Always add in more virality

19. Success: Sharing the right action
Key Lessons Learned
1. Making sharing organic part of user behavior
2. Consider recurring activities for sharing
3. (-) Tweaking content made little, if any, impact
4. (-) Ensure the message sounds like your users

20. Success: Testing!
Key Lessons Learned
1. Stay basic, soft launch
2. Bake in long term value-adds to “new” features
3. (-) Overestimate cost of integration
4. (-) Permissions, privacy and fraud

21. Key Lessons Learned Overall
Know your audience & tailor your content
• Each social media channel is best suited to certain purposes
Stay on top of the conversation
• Treat your online supporters as “insiders” & respond when you can
Keep calls to action simple & bring people back
• Identify a “hub” for your content
Strike a balance in the nature of content you put out
• Educational & inspirational vs. promotional
Ask Questions!
• Viral/ReTweet power of simple questions on Twitter: “Why do you lend on
Kiva?”
Find an excuse to celebrate
• Find a way they can support you virtually (i.e. Kiva’s 6th Anniversary)

22. Questions?