This document discusses using social media for nonprofit fundraising. It recommends leveraging existing platforms like Facebook, Twitter, YouTube and blogs before adopting new tools. Popular social fundraising tools are described, including Causes, Fundly, Crowdrise and FirstGiving. Trends around increasing online donations and how different generations engage are highlighted. The agenda covers using current assets, social fundraising tools, and trends to watch.

1. Social Media for
Fundraising
Susan Chavez
Nonprofit Consultant

2. Today’s Agenda
• Using what you’ve got
• Social fundraising tools
• Trends to watch out for

3. Using What You’ve Got

4. Tip: Avoid “shiny
new toy syndrome”

5. Using what you’ve got
• Facebook
• Twitter
• YouTube
• Blog

6. Facebook
Free the Children
• We Day campaign
– Fan gate
– $1 per “Like”
• Contributed by outside sponsors

8. Facebook
• Custom content
– Change landing page
• Fan gate
– Custom tab
• Regular updates
– One Wall post ≠ not enough
• Social fundraising tool app

9. Twitter
Epic Change
• To Mama with Love campaign
– #ToMamaWithLove

12. Twitter
• Multiple daily updates
• Use hashtag
– Cause-related
– Custom for campaign
• Ask for retweets
– “Thank you”
• Direct Message super supporters
– Ask for tweets & retweet help

13. YouTube
Pancreatic Cancer Action Network
• Video calls-to-action

16. YouTube
• Your own channel
– YouTube Nonprofit program
• Video overlay
• Content
– Fundraising appeal
– “Who we are”
• Share
– Website
– Social media channels

17. Blog
Charity: Water
• Fundraiser spotlights

21. Blog
• Tagging
– Categorizes posts
– Improves search results
• Blog ideas
– Fundraiser background
• Fundraising milestone
– Story of beneficiary
– Donor/sponsor spotlight
• Share
– Email appeals
– Social media channels

22. Social Fundraising
Tools

23. Social Fundraising Tools
• Causes
• Fundly
• Crowdrise
• FirstGiving
• Givezooks!
• CanadaHelps

24. Causes
• Custom cause-community fundraising platform
– For 501(c)3 registered nonprofits
• Multiple options for raising funds
– Facebook tab
• Page & personal profiles
– Birthday Wish
– Ad-watch
• Promotion
– Easy Facebook integration
– Fundraising widget/button for website
• Fee
– 4.75%; processed through Network for Good

28. Fundly
• For 501(c)3 registered nonprofits
• Provides customizable fundraising form page
– Add video and pictures
– Post to Facebook or your website
• Supporters asked to share once they donate
– Via social networks of their choosing
• Fee
– 2.5% per transaction
– Administrative charges dependent upon account type
• Free = 9.9%/transaction; Power = 2.9%/transaction;
Super Hero = 1.5%/transaction

31. Crowdrise
• Create custom fundraising page
– Custom Crowdrise URL
– Supporters can create personal pages to support your
cause
• Fundraiser incentives!
• Conditions
– For 501(c)3 registered nonprofits
– Processing through Network for Good or Amazon
Payments
• Fee Plans
– $1 on donations < $25; $2.50 on donations ≥ $25
– Administrative fee dependent upon plan
• 2.49%: free basic plan; 1.49%: featured or royale
account

35. FirstGiving
• Create custom fundraising page
– Supporters can create personal pages to support
your cause
• Promotion
– Social media buttons on fundraising page
– Donation widget/button for website
• Conditions & Fees
– 501(c)3 registered
– 5% transaction
– 2.5% additional for credit cards
– $300 annual administrative charge

38. Givezooks
• Fundraising platform for 501(c)3 registered
nonprofits
– Campaigns
– Wishlists
– Events
• Supporters can give through their own pages/
• Sharing
– Social media ready
– Widget
• Fees & payment
– Sage, PayPal, CyberSource, Authorize.net, Amazon
– Administrative fee dependent upon plan

43. CanadaHelps
• Registered Canadian nonprofits
• Create custom fundraising page
• Multiple ways for supporters to donate
– Personal fundraising pages
– Charity gift cards
– Monthly giving option
• Fee
– 3.9% per transaction

46. Trends to Watch Out
For

47. Trends
• Technology
• Generations

48. Tech Trends
• Social Media
– Facebook: 54% women as of 2010
– Twitter: 52% women as of 2010
• Online Giving
– 34.5% increase from ’09 to ’10
– Only accounted for 7.6% of all giving

49. Generational Differences
• Boomers
– 69% of households headed by a Boomer gave*
• Generation X
– 59% of households headed by a member of Gen X gave*
• Millennials
– 33% of households headed by a Millennial gave
• are more likely to donate to organizations they have
volunteered for⁺
– 49% of Millennials gave online in the last year⁺
• 58% preferred to give online⁺
* “Charitable Giving and the Millennial Generation,” Giving USA Foundation, June 20, 2011
⁺ “Millennial Donors Report 2011,” JAG & Achieve

50. Thank You!
Questions?
Contact Me!
www.SusanChavez.com