This document provides a roadmap for social fundraising. It outlines four key steps: 1) start with a story, 2) define success metrics, 3) provide structure for fundraising activities, and 4) give support to fundraisers. It emphasizes choosing the right tools for supporters, anchoring campaigns to 30 days or less, focusing on one important metric, and being proactive in supporting fundraisers. A case study example of a successful campaign that followed this roadmap is also presented.

1. SOCIAL
FUNDRAISING
EMPOWERING
SUPPORTERS TO
BECOME HEROES

2. NEW SCHOOL
IS ACTUALLY
THE OLDEST OF
SCHOOLS.
Art director Alexis Persani. Photographer Leo Caillard.

3. SOCIAL FUNDRAISING
ROADMAP
#1 START
WITH STORY
#2 DEFINE
SUCCESS
#3 PROVIDE
STRUCTURE
#4 GIVE
SUPPORT

4. YOU ARE NOT THE
HERO OF THE
STORY.

5. WHAT IS THE ADVENTURE YOU
ARE CALLING YOUR HEROES
TO?
• It is bigger than you
and your work and
taps into things like:
– Meaning
– Purpose
– Community
– Connection

6. WHAT IS THE SPECIAL GIFT
THAT YOU POSSESS AND CAN
GIVE?
• Is a creative wildcard
that could be a:
– Platform
– Piece of technology
– Tool kit they can build
off
– Financial match
– Other incentive

7. WHAT ARE YOU LIKE AND HOW DO YOU
HELP?
• You have a
personality that helps
and can be:
– Inspiring
– Fun
– Smart
– Encouraging
– Rebelious

12. SOCIAL FUNDRAISING
ROADMAP
#1 START
WITH STORY
#2 DEFINE
SUCCESS
#3 PROVIDE
STRUCTURE
#4 GIVE
SUPPORT

13. #2 DEFINE SUCCESS
• 1 Goal
• 1 – 3 Objectives
• 1 – 3 metrics or Key Performance
Indicators (KPI)

14. Art director Alexis Persani. Photographer Leo Caillard.
CHOOSE ONE
METRIC THAT
MATTERS TO
SIMPLIFY AND
FOCUS IN ON
WHAT IS MOST
IMPORTANT.

15. SOCIAL FUNDRAISING
ROADMAP
#1 START
WITH STORY
#2 DEFINE
SUCCESS
#3 PROVIDE
STRUCTURE
#4 GIVE
SUPPORT

16. #3 PROVIDE STRUCTURE
• What do people do?
• For how long?
• To do what?
• How do they do it?

17. ANCHOR
FUNDRAISING
CAMPGINS TO
BE 30 DAYS OR
LESS.
Art director Alexis Persani. Photographer Leo Caillard.

18. #3 PROVIDE STRUCTURE
Social Fundraising
Tools
• Chimp
• FundRazr
• Peer Giving Solutions
• Artez
Communication Tools
• Hootsuite
• MailChimp
• UnBounce
Measuring Tools
• Google Analytics
• Hootsuite
• KISS Metrics

19. Art director Alexis Persani. Photographer Leo Caillard.
CHOOSE
THE BEST
TOOLS FOR
THEM NOT
FOR YOU.

20. SOCIAL FUNDRAISING
ROADMAP
#1 START
WITH STORY
#2 DEFINE
SUCCESS
#3 PROVIDE
STRUCTURE
#4 GIVE
SUPPORT

21. #4 Give Support
200 Visit
20 Sign Up
10 Set Up
5 Do
2 Succeed
1 Superstar
This is the reality so be
proactive and:
• Use nudges
• Give examples
• Encourage
• Think service
• Share their stories
• Thank, thank, thank

22. FUN TIP
YOUR HEROES
HAVE TO SEND
EMAILS TO GET
DONATIONS.

23. DALIT FREEDOM NETWORK
”WHAT WILL YOU DO FOR FREEDOM”
CAMPAIGN SOCIAL FUNDRAISING CASE
STUDY

24. START WITH
STORY

25. DEFINE SUCCESS
• One Metric That Matters:
# of Donations
• Engagement
– 15 Active Fundraisers (5
pre, 10 post)
– 100 Email Sign Ups
• Fundraising
– 100 Donations
– $25,000/$50,000
Raised/Total With Match
• Awareness
– 25% Traffic Increase
– 2,000 Facebook “Likes”

26. PROVIDE STRUCTURE
Do something for
freedom and every
$150 you raise before
May 31 will be matched
to provide education for
2 Dalit children for
another year.

27. PROVIDE STRUCTURE
• Peer Giving Solutions
• UnBounce
• MailChimp
• eTapestry
• Hootsuite
• Google analytics

28. GIVE SUPPORT
• Community Manager
• Special support email
• Tips and examples
• Trigger emails
• Shared stories

29. END RESULT
• Engagement
– 11 Active Fundraisers (1
pre, 10 post)
– 63 Email Sign Ups
• Fundraising
– 124 online donations (59
secured by fundraisers)
– $61,000/$111,000
Raised/Total With Match
• Awareness
– 120% Traffic Increase
– 800 Facebook “Likes”

30. YOU CAN
EMPOWER YOUR
SUPPORTERS TO
BECOME HEROES.