Social Media as a Fundraising Tool 4.12.11
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The use of social media as a communications and fundraising tool is becoming more and more common in the nonprofit community, but does your organization have a clear understanding of and plan for how social media can be used to raise funds? In this revealing and interactive workshop we will: 1) Investigate options for using social media as a fundraising tool. 2) Identify strategies and tools for your organization to raise money online. 3) Learn how to steward current donors through social media. 4) Identify and engage online organizational ambassadors who can connect your cause to new supporters. 5) Create a social media plan for your organization. Online communications can be an effective and useful tool for stakeholder and donor recruitment and stewardship, but without a plan communications can be jumbled and inconsistent making it a wasted effort. Join us for this unique opportunity to develop your social media efforts to raise more money online.
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Social Media as a Fundraising Tool 4.12.11
- 1. Social Media as a Fundraising Tool Front Range Source April 12, 2011 Emily Davis
- 2. The Power of Social Media 4/12/2011 Front Range Source
- 4. What are your fears? 4/12/2011 Front Range Source
- 6. Giving Pyramid Remains the Same 4/12/2011 Front Range Source
- 9. How many of your orgs are using… 4/12/2011 Front Range Source
- 12. Questions 4/12/2011 Front Range Source
- 13. TEN TIPS FOR USING SOCIAL MEDIA 4/12/2011 Front Range Source
- 14. 1. Social media is A tool not THE tool 4/12/2011 Front Range Source
- 15. 2. Social Media is a Plant 4/12/2011 Front Range Source
- 16. 3. Adding Value 4/12/2011 Front Range Source
- 17. 4. Two – Way Street 4/12/2011 Front Range Source
- 18. 5. Prospecting, Cultivation, & Stewardship 4/12/2011 Front Range Source
- 19. 6. The Next Generation of Donors 4/12/2011 Front Range Source
- 21. 8. Not Everyone “Diggs” Social Media 4/12/2011 Front Range Source
- 22. 9. Selling Social Media 4/12/2011 Front Range Source
- 23. 10. Have a Plan 4/12/2011 Front Range Source
- 24. Questions? 4/12/2011 Front Range Source
- 25. Facebook, Blogging, Twitter, & Linkedin 4/12/2011 Front Range Source
- 29. HSC Facebook Page 4/12/2011 Front Range Source
- 31. HSC Facebook Cause 4/12/2011 Front Range Source
- 40. Find, Follow, and Share 4/12/2011 Front Range Source
- 44. Profile & Recommendations 4/12/2011 Front Range Source
- 47. And now we plan… 4/12/2011 Front Range Source
- 48. Creating a Social Media Plan 4/12/2011 Front Range Source
- 55. Social Media Examples 4/12/2011 Front Range Source
- 56. Questions 4/12/2011 Front Range Source
Notas do Editor
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- Experience with social media – new, some experience, advanced Everyone is going to be at a different place in their experience with social media, so please be patient and save your questions until the end of each section. If I don ’t get to everyone’s questions email me and I will respond individually with an answer. EDA Consulting
- That ’s for the younger generations. I don ’t have time to learn. It ’s too complicated. I’m not tech savvy. Not sure what to DO with it. Our current strategies work just fine. We don ’t know how to use “it.” I ’m worried about my privacy. I use some social media and it won ’t work. What are some comments you ’ve heard about social media, particularly as it relates to using social media? Lisa Parker from the Lawrence Welk Family Foundation just shared in a session how her mom, Shirley Fredricks, was on Facebook before she was…Shirley actually encouraged Lisa to start using it. DON ’T MAKE ASSUMPTIONS! My mom was watching MTV and playing Nintendo before I ever was. The whole point to social media is that it is EASY and ACCESSIBLE…young people who use it need/want something that is quick and simple. Maybe the current strategies work, but they will be outdated pretty quickly as technology continue to evolve. Social media is here and it will continuing growing and evolving so it make sense to learn about it and use it now. EDA Consulting
- Reach your current supporters Reach new supporters Networking Be seen as an expert Advocacy Activism Petitions Multi-channel communications EDA Consulting
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- Andy Goodman speaks in depth about the importance of telling your organization ’s story; this is the hallmark of good communications and draws people in closer to your work – helps them build a personal connection and relationship to what you do. Social media = viral recommendations EDA Consulting
- The new technology and information is going to happen whether you are a part of it or not. It ’s important that you consider this as a tool. Learning how to use technology now will help as it continue to develop and advance…the longer you wait the harder it will get. There are ways to protect information, but having so much access is a risk. If you think your personal information isn ’t already out there you are wrong. Just be smart about managing the information. Maintenance EDA Consulting
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- In the US, Facebook gets more traffic than Google There is more activity on social media than on porn sites Year to reach 50 million users: 38 years radio, 13 years TV, internet 4 years, ipod 3 years – Facebook has 200 million users in less than one year If Facebook were a country, it would be the third largest country in the world 80% of companies use social media for recruitment Fastest growing segment of Facebook users are females 55 – 65 YouTube is the second largest search engine in the world Products and services are finding us, we are not searching for them Much of Gen X and Y think email is passe and some colleges aren ’t even distributing email addresses EDA Consulting
- Social media helps to reach out to stakeholders - donors, volunteers, prospective board members and more. We can raise funds, get the message out, and build support for our cause. However, no organization should completely rely on social media to answer all their questions. There is no magic wand here. We didn't always have fax machines and direct mail was new at some point as well that solved all of our questions. Social media is just another tool in the marketing and fundraising toolbox that you can use. EDA Consulting
- I compare social media to watering a plant. That is, you cannot simply create a Twitter account, for example, and expect people to follow you. You need to water that plant - take 20 minutes a day to begin with populating your social media outlets. What is the message that you want to get out to your stakeholders and the community? This should be covered in your social media plan. Watering the social media plan a little every day will help to create a foundation under which you can grow. Creating a calendar for posting often helps. EDA Consulting
- Despite what many people believe, adding content to social media networks is not only about promoting your organization's events and activities. Be sure to refer to other resources outside your organization. For example, let's say I represent an organization that works with animals. In addition to sharing about our upcoming programs and adoption opportunities, share articles about caring for your pet, current legislation affecting animals, and activities of like-minded organizations. This demonstrates that you are connected and knowledgeable about more than just your organization, that you seek resources that would be beneficial for the reader to learn. Essentially, you want your organization to become an expert hub for resources. EDA Consulting
- One of the best things about social media is that there is potential for dialogue. A direct mail appeal can't do this in the same way that a blog can. Share news and opinions, take risks, and be ready for dissent and support. Your organization is trying to enhance engagement and you should be willing to post comments that challenge your opinions. This is how strong dialogue begins. You can always respond directly to positive or challenging comments, but allowing that space means you are open to the community. Of course, inappropriate or demeaning language is never acceptable. First thing you need to do is LISTEN and solicit participation before asking for anything This is a way of building relationships EDA Consulting
- One of the great things about social media is that it is a low-cost way to communicate with your constituents. It's a great way to tell current donors and supporters how their participation impacted a goal, clients, or the mission. In fundraising, the closer we bring donors into the inner circle of our organization, the more likely they are to give and to give more dollars. Using social media is a great way to open that door to current and prospective donors, building closer relationships. EDA Consulting
- Using social media is a great way to reach out to the next generation of philanthropists. Many of those prospective donors are on Facebook or other social media tools - they are definitely online and the first place they go to investigate your organization is your website. If they want to learn more and get a sneak peak into your organization's world is to join one of your online networks. Do you have ways to engage them? A great strategy is to recruit and work with younger board members who might have access to using social networks and who can engage their circle of friends or networks. Over 50% of the world ’s population is under the age of 30 96% of Millenieals belong to a social network EDA Consulting
- Social media tools can be free of cost compared to websites, print publications, and other online tools, but it does cost money. Time is money and social media takes time, especially if you are asking people to manage social media who don't really understand where to get started. I'm making a plug for consulting here, but I believe that consultants can save you some of that time, money, and energy by putting together a plan, training staff, volunteers or board members, and setting a foundation for your online practices. There is a small environmental impact here, but many agree that it is less than using only traditional methods of outreach for fundraising. EDA Consulting
- It's true that not everyone is going to follow you on Twitter, become a fan on Facebook, or join your LinkedIn Group. Some people prefer direct mail, but then again direct mail isn't for anyone. I know next generation philanthropists who will not donate to organizations who use direct mail because they see it as a waste of time and environmental resources. Providing platforms for different types of people to get engaged in your organization is the key to casting a wide net. The more points of entry you have for engagement the greater likelihood of success. EDA Consulting
- Build into current plans Have personal experience using it Just like any other fundraising tool Ask knowledgeable staff to partner with staff new to web 2.0 tools Ease fears and build confidence Start slowly: blogging and social networking Everyone can participate EDA Consulting
- This is really all about communications, so people need to plan, but also be flexible. Create a strategy, but know that these technologies are so new that they often don ’t have hard research behind them. Think of them as an entrepreneurial effort. I cannot emphasize this enough. Hiring someone with experience to write a social media plan that folds into an existing fundraising or communications plans will be so helpful in the long run. You will be able to more effectively keep everyone in the organization on the same page, adjust the strategy, and implement consistently. The plan should also cover how you will manage your social media - that is, will you bring on volunteers? Staff? Consultant? Most likely, your organization will need to train someone so make sure you have someone who can train effectively on the topic. Having a strategy will help keep the social media plant watered consistently and effectively. What current strategies are you using and how would social media compliment them? Has someone else created a FB page that you don ’t know about? Try not to duplicate efforts. Why are you using social media? Don ’t just use it because others are! Include a calendar for messaging – blogging calendar, etc. Get buy-in and investment form staff, board, and volunteers Try it out for personal purposes – check out Causes, etc. Have fun! EDA Consulting
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- A great way to send information to your supporters that will show in their profile wall without overwhelming their inboxes. EDA Consulting
- A great way to send information to your supporters that will show in their profile wall without overwhelming their inboxes. Fans instead of friends Page = business profile Share option Add applications Recommended for businesses, npos, celebrities, brands Events Create badge Content shows up in fans’ walls EDA Consulting
- People are more likely to donate to a project rather than just general operating Causes are not just for raising money, but as a portal to direct them to your website. In 2009, the vast majority of nonprofits were not really using Causes Why are you on Causes? What do you want to accomplish? Causes are based on people reaching out to their own networks to help advocate, build awareness and raise money for your organization – you’ve got to keep those people engaged by adding value and making specific calls to action EDA Consulting
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- Connect a blog to stories about your organization and post the links to Facebook groups, LinkedIn groups, Twitter. Is your blog going to be open to anyone or are you going to have it closed for privacy? EDA Consulting
- From Mobilizing Generation 2.0 (Ben Rigby, 2008) EDA Consulting
- I like blogging better than e-newsletters… Some people use them for their main websites – can make it as simple or sophisticated as you like. Start with an internal blog before starting one that you share with your donors. Readers are able to comment and share information Use resources like Feed Burner, Feed Blitz and Google analytics Some groups and campaigns can provide a platform where supporters can operate their own blogs through that org or campaign (Obama is a good example of this) EDA Consulting
- Simple: Just follow the instructions You can schedule blog posts; you can email the blog posts right to the blog Vlog= video blog Plog = photo blog Moblog = mobile blog (?) Create widgets to share your blog = icon that is in html code which will link to your blog (blidget) Examples: Nonprofit Consulting Cafe EDA Consulting
- Every time you post a comment on another blog it links back to yours. I am a guest blogger for NP2020, NCNA, BlogHer and others…helps to promote my cause and my knowledge. Blogging makes your org more transparent and responsive….new structure! EDA Consulting
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- 4 billion tweets in the first quarter of 2010 . According to Nielsen, the largest group using Twitter were those ages 35 – 49. People have short attention spans and this is a good way to get out short, quick messages often. As your following grows, be sure to go back and follow people relevant to your cause, work, etc. Become an expert in your topic area by sharing unique posts as well as retweets. Learn who is reliable over time. Can link Twitter to company ’s FB profile through a FB Twitter app or Ping. EDA Consulting
- Twibes - A twibe is a group of Twitter people with a common interest EDA Consulting
- Twitter isn’t the point, it’s about relationships and people give to people Build your community of supporters first Be clear about your funding request and its impact Be enthusiastic to create viral recommendations Who is behind the scenes to bring donors in and take them to the next level? Recognition? One-on-one interactions still count – be sure to meet with people one on one Don’t over ask and over plan – know that your message could go viral and will be in the hands of others Recognize your donors and volunteers online Provide online status reports Provide relationships into the future… don’t let your message and fund raising end after your Twitter campaign Evaluate and revise for next campaign EDA Consulting
- 80 million users. Executives from all fortune 500 companies are on LinkedIn. Ask people to provide recommendations for you. Post information on News Feeds and Ask Questions to generate discussion. Walk through each tab, applications, and connections. Great place for recommendations. GO TO BoardSource, Philanthropy Network EDA Consulting
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- Use strategy to build from where you are. EDA Consulting
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- What are your existing plans? Current cultivation and stewardship strategies? EDA Consulting
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- Can’t evaluate if you don’t have a baseline EDA Consulting
- Be realistic! EDA Consulting
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- It is important to have some insurance when it comes to social media. Very infrequently have I seen posts, comments, etc. that are inappropriate for the platform, but you want to be prepared. Be sure to outline the purpose of your social media tools, how to use the tools, what is acceptable, and what will not be tolerated including spam. Always reserve the right to ask someone not to participate or block them from posting. A good example is a nonprofit network I consult for - it is not appropriate to post information that is related to real estate on a nonprofit-focused network. Be sure to have action steps clearly outlined in your policy when someone has violated that policy. EDA Consulting
- Qualitative – measure by the behavior of your donors. Here you might be able to measure the networking and word of mouth EDA Consulting
- Reeves Fdn: Just by having one manager post 2 – 3 times per week, their page visits went up 60% and their unique visitors increased by 26% Livestrong: Twitter is their number ONE referring site Sierra Club: Give hints and tips, answer your questions, inside scoop on news and politics, expert blogs EDA Consulting
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