Presentation with Fundchange - Koodonation and Rebecca Coleman given at TELUS Victoria Community Board Event - April 20, 2012.

1. Social Media, Crowdfunding and
Microvolunteering for Charities and Non-Profits
Presented by: Rebecca Coleman - Paul Dombowsky – Jennifer Robertson
April 20, 2012

2. Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-­‐Profits | 2
Today’s Hashtag
#TelusVictoriaCommunity
April 20, 2012

3. Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-­‐Profits | 3
TODAY’S AGENDA
• Opening Remarks – Mel Cooper | 12:00 pm
• Introduction to Workshop – Paul Dombowsky
• Social Media for Charities and Non-Profits – Rebecca Coleman
• Door Prize Draw
• Microvolunteering – Jennifer Robertson
• Door Prize Draw
• Crowdfunding for Charities and Non-Profits – Paul Dombowsky
• Door Prize Draw
• Closing Remarks – Mel Cooper | 2:50 pm
April 20, 2012

4. Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-­‐Profits | 4
Welcome
Why you’re here…
Today’s workshop will look at:
• Social media and its impact on fundraising and volunteer recruitment efforts
• Crowdsourcing and Crowdfunding - what are they and how can you use them
• Fundchange.com - what is it, how can you participate, and lessons from our first year
• Koodonation.com - what is it and how can you take advantage of its community of microvolunteers
• Crowdfunding / project based fundraising – opportunities and things to watch for
• Options for engaging a new generation of donors
• AND – provide an opportunity to hear from you
April 20, 2012

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Welcome
Who we are …
• Rebecca Coleman Rebecca Coleman has been a freelance theatre publicist since 2001, working for
companies like Touchstone, Ruby Slippers Theatre, Capilano University’s Theatre
Department, Presenta;on House, Radix, and Leaky Heaven Circus. An early adopter
of Social Media (she began blogging and joined Facebook in 2007, and Twi[er in
2008), she has become increasingly interested in using it as a marke;ng tool, and
writes about the subject frequently on her blog, The Art of the Business. She has
wri[en a couple e-­‐books on Geang Started With Social Media for Ar;sts and Arts
Organiza;ons, and instructs courses in Social Media Marke;ng at Emily Carr
University and BCIT, and travels interna;onally giving workshops.
• Jennifer Robertson Koodona;on is the first ever Canadian online microvolunteering community.
Koodona;on has been launched and operates as a charitable, not-­‐for-­‐profit
ini;a;ve by Koodo Mobile
• Paul Dombowsky Fundchange is one of Canada’s first crowdfunding sites for chari;es, non-­‐profits
and arts groups to fund change in our communi;es -­‐ one project at a ;me.
April 20, 2012

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Social Media
Rebecca Coleman
April 20, 2012

7. Getting Started
with Social Media
For Charities and Not-for-Profit Organizations
Rebecca Coleman

8. Basic Principles
• Communication
• Transparency
•
•
Engagement
Collaboration
= Trust
• Ownership

9. Resistance
• Social Media is a time-waster
• Social Media is a fad
• Loss of control
• Learning the new technology
• We have an older audience

10. Creating a Plan
• Social Media is an investment of time (3-6 months)
• Build on your success
• Choose someone to be your voice
• Repurpose, repurpose, repurpose
• All roads lead back to a central location
• Own your name

11. • We feel it’s really important to engage with our
stakeholders, to form relationships and to earn their
trust. We strive to be the leading organization in
Canada dedicated to a future without breast cancer,
but we can only do that work if we’re credible and
open to our donors, partners and volunteers. Social
marketing brings us this opportunity. It helps us give a
face to the work.
• Gillian Behnke, Director of Marketing,
Canadian Breast Cancer Foundation, BC/Yukon Chapter

12. By the Numbers
• Facebook (800 Million)
•Twitter (200 Million)
•Pinterest (104 Million)
•LinkedIn (100 Million)
•YouTube (2-3 Billion hits/day)

13. Current Statistics
66% use Facebook advertising for branding and awareness
• NFPs have, on average, 8,317 members on Facebook, an 81%
increase from 2011
• And an average of 3,290 followers on Twitter, a 30% increase
• 93% of nonprofits have a presence on the top commercial
social networks (link)

14. Facebook
• Create a Page in the new Timeline Format
• Populate the page with info, photos, links, apps
(donation)
• Post a Like box to your website or blog
• Send out emails, add to your email signature, post to your
personal friends

15. Best Practices
• Post 5-7 times/wk
• Spend 15 minutes a day responding, posting new info:
• blog posts
• links to articles
• new events
• photos

16. Twitter
• Get your name
• Get personal accounts for key staff?
• Fill out bio & upload logo
• Find people to follow
• Put Twitter handle on outgoing email signatures, webpage,
blog, e-newsletters, etc

17. Best Practices
• Tweet daily (mix it up)
• Check in 2-3 times daily for 5-10 minutes
• Respond to your DMs and @ mentions
• Use a Twitter client for analytics & ease of use (columns,
link shrinkers, schedulers, multiple accounts)
• DO NOT AUTO POST

18. E-Newsletters
• Test-drive the options: Constant Contact, iContact, Mail
Chimp
• All have: analytics, HTML formatting, list management
• Can you import your current list?
• Create a sign-up box for your website, blog & FB Page
• Link in outgoing email signature

19. Best Practices
• 1 email per month (or as per your agreement)
• Add value: success stories, cross promotions, contests

20. Blogs
• Can you install a blog on your website?
• Alternates:
• Wordpress (WP-hosted/self/Pro)
• Blogger
• Tumblr
• Give readers a behind-the-scenes look
• Who will write it?

21. Best Practices
• Blog consistently, T-Th best days
• Keep them short, include lots of images, chunked text
• Make it easy for people to subscribe
• FB/Tweet each post
• Have blog URL in outgoing email signature, & linked to all

22. Pinterest
• Get an account for your organization
• Create boards for various aspects of your organization
• Use as an visioning tool, or to share images of what you
are doing
• Merch?
• Encourage users to create a “charities I love” board

23. YouTube
• Get a channel
• Use as storage, while you fan the video out
• Interviews with key staff
• Slide shows of your work
• Parties, fundraisers
• People you have helped

24. Resources
• A Facebook Success Story
• Beth Kanter’s Blog
• INFOGRAPHIC: How the top 50 NFPs do social media
• Charity: Water

25. Contact Info
• www.rebeccacoleman.ca
• rebecca@rebeccacoleman.ca
• facebook.com/theartofthebiz
• twitter.com/rebeccacoleman

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Microvolunteering
Jennifer Robertson
April 20, 2012

27. Koodonation TM

28. What is Koodonation?
An Online Hub
Canada’s first, entirely online
microvolunteering
community.
Supports the work of not-for-profit
organizations.
Provides an alternative way to volunteer,
perfect for the online generation.
Encourages community engagement.

29. What is Microvolunteering?
Bite-sized
Tasks from the non-profits are broken into small-ish pieces, so
they’re quick and easy to solve for the microvolunteer, yet helpful
for the non-profit.
Crowdsourced
Anyone and everyone across the country can help.
Convenient
It’s online volunteerism that fits into the individual’s schedule. And it’s all
done online so individuals can also volunteer from anywhere – even
their couch!
Network-managed
A non-profit staffer posts tasks (online challenges) to the site. And as microvolunteers post
all of their ideas and responses, the community provides added value in rating the responses
and helping non-profits decide which solutions are best.

30. Some Examples.

31. The Launch of Microvolunteering.
Microvolunteering was pioneered by The Extraordinaries.
They launched Sparked.com in July of 2008.
(Crowdsourcing + Volunteering) * Online
=
Innovative combination allowing busy people to give back.
TedxNASA – Ben Rigby – Microvolunteering – Giving Back for Busy People

32. How it works.
Individuals join Not-for-profit org.
Koodonation as register to Koodonation
microvolunteers. as non-profits .
The non-profits post challenges.
Microvolunteers then contribute to the challenges that
correspond to their skills and interests.

33. What makes a good challenge?

34. What’s in it for…
… not-for-profit organizations? … for volunteers?
- A low-maintenance way to get work - Makes it easy for busy people to fit
done by a huge pool of talented volunteerism into their schedule.
volunteers;
- Is an entirely online form of
- A unique opportunity to save money volunteering that allows volunteers to
by getting work done for free. lend their skills whenever and
wherever they have time.
- A way to raise awareness of your
cause with many new supporters. - Makes volunteering simple with no
requirements for travel.
- Convenient and simple to use.
- Offers volunteers a way to contribute
in areas that are of most interest to
them.

35. Getting started
16

36. Getting started.
Step 1
Create an account.
Step 2
Post a challenge.
Step 3
Collect your results.

37. How it works
18

38. Once a challenge is up, the
community takes over and
posts answers to help
solve the challenge.

39. Microvolunteers are free
to respond to any
challenge that interests
them and matches their
skills.
And they can do it any
time, anywhere.

40. The responses are posted on
the wall of each challenge for
all to see and collaborate on.
Anyone who feels a microvolunteer
gave a really good answer can give
that person a ‘Thumbs up’!

41. It’s a two-way conversation.
BTW, microvolunteers love getting
feedback from the non-profits who
post the challenges.

42. And once a challenge
closes, don’t forget to thank
your microvolunteers!

43. So, is it working?
24

44. Our Launch, with the
Koodonation Challenge.
Koodonation was officially launched on October 13th, with the Koodonation
Challenge.
Celebrities acted as judges and Koodonation Ambassadors
MTV Live Co-host Sheena Snively, Jeremy Taggert from Our Lady Peace, Daniel Johnson
from Stereos, Toronto Argonaut Mike Bradwell, and leading Canadian Blogger Casie Stewart.

45. Winners of the
Koodonation Challenge
Durham students were awarded a $20,000 contribution for the charity of their
choice, The Grandview Children's Centre.

46. Great interest from the
community.
- 94 online stories!
- 16 print stories!
- 9 radio segments!
- 2 TV segments!

47. Ushering in
a new way of volunteering.
Over 3,206 microvolunteers have
already registered on the site, and
the number grows everyday!
Over 220 non-profits are
members of the community.
172 challenges have been
completed to date by the
microvolunteers.

48. koodonation.com
Webinar
http://youtu.be/oQzQUGuuahA

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Crowdfunding
Paul Dombowsky
April 20, 2012

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What is Crowdfunding?
So many definitions …
According to Wikipedia – crowdfunding describes the collec;ve coopera;on, a[en;on
and trust by people who network and pool their money and other resources together,
usually via the Internet, to support efforts ini;ated by other people or organiza;ons.
Crowd funding occurs for any variety of purposes,[1] from disaster relief to ci;zen
journalism to ar;sts seeking support from fans, to poli;cal campaigns, to funding a
startup company, movie [2] or small business[3] or crea;ng free solware.
Crowdfunding is Crowdsourcing for $
April 20, 2012

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What is Fundchange?
Fundchange is a crowdfunding ini;a;ve brought to you by Ideavibes and sponsored by
TELUS. The site is powered by a socially innova;ve web applica;on by Ideavibes
designed to tap into the wisdom and generosity of the crowd to raise funds for
Canadian chari;es to make change happen one project at a ;me.
Fundchange is crowdfunding for CDN Charities & NFPs
April 20, 2012

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Crowdfunding - What do you need?
• A crowd
• Business challenge / problem / ques;on you want answered – ideas
• A process and tool for engagement
• Trust and commitment in your crowd to take ac;on
• Key performance indicators – what does success look like?
• Proof of ac;on – your crowd wants to see what happened
Fundchange is facilitating the activity of the crowd – and building a crowd
April 20, 2012

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The Year Behind
April 20, 2012

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The Year Ahead
• More workshops – these con;nue to be popular
• Grow corporate sponsorship for Fundchange
• Work with ci;es and large organiza;ons to create their own Fundchange ini;a;ves
• IE. City of Chicago could have a city specific site for local chari;es
and non-­‐profits
• Exploring how to help social enterprises
Fundchange is working to build its funder base and awareness
April 20, 2012

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Benefits & Challenges
• It’s social – the crowd promotes projects it likes
• It’s social – the crowd won’t promote projects that aren’t shareable
• Success comes to those that ac;vely build a crowd
• A challenge for organiza;ons new to social media
• It’s the free market at work
• It’s the free market at work
• Build s;ckiness to the project
• Need to pay a[en;on to write-­‐up to inspire funders & ac;vely promote
April 20, 2012

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Integrating Crowdfunding into Your Organization
• Crowdfunding success comes quickest to organiza;ons that are social –media-­‐
aware and engaged. If your organiza;on is not yet social media-­‐enabled, it will
take ;me and human and financial resources to do so.
• Because your efforts are only as good as the crowd you are able to mobilize to your
cause, it makes sense that your organiza;on strategically manages and promotes
its brand online.
• Make sure your target audience is online and will give online
• If you opt to post your projects on established crowdfunding sites, do your
homework – be careful of the company you keep.
April 20, 2012

57. Social
Media,
Crowdfunding
and
Microvolunteering
for
Chari;es
&
Non-­‐Profits
|
38
Donor Generations
Millennials
(born
’91
and
aler)
-­‐
?
Gen
Y
(born
’81-­‐’91)
–
Average
Dona;on
$325
Gen
X
(born
’65-­‐’80)
–
Average
Dona;on
$549
Boomers
(born
’46-­‐’64)
–
Average
Dona;on
$725
Civics
(born
’45
or
earlier)
–
Average
Dona;on
$833
April
20,
2012

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Where Donors Are Giving
Social Network Site
SMS
Third Party Vendor
Phone
In Lieu of Gil
Monthly Debit
Mailed Gil
Online via Website
Charity Gil Shop
Tribute Gil
Fundraising Event
Checkout Dona;on
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
April 20, 2012

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Online Giving
“Fundraising Trends and Challenges in the Canadian Direct Marke;ng Sector”-­‐ a
research paper from 2009 by Cornerstone Group of Companies shows:
Donors who make their first gil to an organiza;on online as opposed to via direct mail
have a much higher average gil
$73 vs. $36
There are now more than 4 ;mes the number of new donors, per organiza;on, from
online ini;a;ves than 5 years ago (9M to 40M).”
April 20, 2012

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Who is your Crowd?
The crowd you know The crowd you don’t know
Donors Donors’
Network
Prospects Prospects’
Network
Event
A[endees Event
A[endees’
Network
Mailing Lists
Mailing List’s
Network
Social Media Makes
the Connection
April 20, 2012

61. Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-­‐Profits | 42
Projects or Doable Asks
• Easier for many people to wrap their head around a smaller project as opposed to a
‘cure’ or a ‘hospital wing’
• Examples:
• Piece of medical equipment
• Stream revitaliza;on
• Educa;on program
• Conference a[endance
• Sports equipment for a couple kids
April 20, 2012

62. Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-­‐Profits | 43
Example: Fundchange – Canada Only
Not ‘All or Nothing’ – aler 21
days a project can be removed
Costs:
$99 + hst to join
includes 2 pos;ngs
3.9% processing fee
April 20, 2012

63. Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-­‐Profits | 44
Example: SPONSUME - UK
No restric;ons on who posts
projects or the type of projects.
Funding is All or nothing
Costs:
3% Fee on money raised
April 20, 2012

64. Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-­‐Profits | 45
Example: Please Fund Us (UK)
No restric;ons on who posts
projects or the type of projects.
Funding is All or nothing
Costs:
3% Fee on money raised
April 20, 2012

65. Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-­‐Profits | 46
Example: CrowdRise (US)
April 20, 2012

66. Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-­‐Profits | 47
Resources
• Donor stats, etc. came from “The Next Genera;on of Canadian Giving” – Nov. 2010
– by Vinay Bhagat, et al
• “The Wisdom of Crowds” – book by James Surowiecki
• “Crowdsourcing” – book by Jeff Howe
• “Fundraising Trends and Challenges in the Canadian Direct Marke;ng Sector”, a
research paper released in 2009 by Cornerstone Group of Companies
• Crowdfunding Whitepapers at www.ideavibes.com
April 20, 2012

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Announcement #1!
Fundchange TELUS Matching Campaign - April 2012
Fundchange and TELUS are celebrating the one year anniversary of Fundchange with a Spring
Matching Campaign targeted at new members – especially from the west.
• First two new projects to get fully funded on Fundchange in the month of
May, will receive up to $5000 in matching funds from TELUS
• Total funding by TELUS: $10,000
• Organizations that have received matching funds from TELUS before are
not eligible.
April 20, 2012

68. Social Media, Crowdfunding and Microvolunteering for Chari;es & Non-­‐Profits | 49
Announcement #2!
Receive New E-book on Social Media for you and your crowd
• Fundchange and Social Media Educator,
Rebecca Coleman have teamed up to provide
all workshop attendees and new organizations
that join Fundchange the new eBook
"Social Media for Charities and Non-Profits”
• Purchase for $11.95 here:
http://www.rebeccacoleman.ca/nfp_e-book/
April 20, 2012

69. Paul Dombowsky
Fundchange | Ideavibes
+1.613.878.1681
paul@fundchange.com
@fundchange
Jennifer Robertson
Koodo
jennifer.robertson@koodo.com
@koodo
THANK YOU! Rebecca Coleman
rebecca@rebeccacoleman.ca
&SLIDES WILL BE ON SLIDESHARE SHORTLY @rebeccacoleman