The document discusses using social media for fundraising and provides a case study of Tweetsgiving 2009. It recommends having a clear strategy that leverages existing assets like mailing lists and influencers. The case study highlights how Tweetsgiving 2009 had goals, identified influencers to help recruit donors, and utilized multiple social media channels over a 3-day period to successfully fundraise for a project.
Gen AI in Business - Global Trends Report 2024.pdf
Principles of Social Media Fundraising
1. Social Media Fundraising Essential elements…and a case study Presentation to the Israel Venture Network March 8, 2010
2. About the presenter Experience: Former executive director, business consultant, fundraiser & more Bring strategy into social media: Social Strategy Director BA, Emory University MBA, Bar Ilan University
3. You have an important cause! You give people access to health care You save the earth’s resources You defend civil rights
14. These are your tools Blogging Micro Blogging Photo Sharing Video Sharing Podcasts Widgets Social Networking Chat Rooms Message Boards RSS Feeds Source: Universal McCann Companies Study on Social Media Trends (March 2008)
15. Be sure to include ROI Leading to tangible Tangible : converts to time and/or (Money, customers, clients, volunteers, activities, etc)
16. Website Mailing list Social media followers Donors Stakeholders Staff/Volunteer time Brand sentiment Budget This is your reality check Top three factors for social fundraising success
17. Every platform is unique! Find the influencers on each platform http://www.flickr.com/photos/lizettegreco/382985523/in/set-72157594485524662/
20. To plan a campaign, these are your principles movement-building strategy (power analysis) community accountability go where the people are leadership development Ideas generated with Amy Sample Ward and Ivan Boothe
21. How do you raise funds online? Donation buttons and platforms are the END RESULT You have to do more than this
22. Leverage your assets go where your people are, mailing list of at least 2K, online community, online influencers, brand evangelists, and stakeholders Pre-seeding and influencers ID influencers and activists, plan the viral spiral, (need a mechanism to track influence), make them feel special, recognize lead fundraisers Essential framework raise funds for a project, short time frame, have a great online viral platform, define billing system, realistic fundraising goals, ease of use, 6 months to plan
26. Case study: Tweetsgiving 2009 Pre-seeding: ID and recruited “Wild Turkeys,” group encouragement, public leader board, tracked influence Essential framework: Good story, private community, 3-day event, easily shared, donation amount appropriate, captured emails Leveraged assets: Used mailing list, participate in 5 channels, live tweeting from Tanzania, mechanism to recruit others
Among engaged Americans (defined as those who have volunteered, donated or advocated in the past year). Survey by Harris Interactive (Harris Poll), March 2009 http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html
Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends www.universalmccann.com/Assets/wave_3_20080403093750.pdf 49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)
movement-building means beyond a single organization strategy includes power analysis, selecting appropriate targets, evaluation of actions accountability and go where the people are both include listening
there were a small number of activisits, called "super activists", that account for a large number of actions taken. Action : Identify your biggest promoters and cater your communications accordingly. For example, give them the tools to more easily and effectively promote your organization and your content.
On-site donations Regular contact Engaged stakeholders A good mailing list Well-designed campaign