2. About Lisa and Nick
Lisa Colton, Chief Learning Officer, See3
Communications and President, Darim
Online. Academy Tour Guide!
Nick Allen, Partner at See3 Communications
• Founder of Donordigital, leading online
fundraising and marketing agency
• Clients include U.S. Fund for
UNICEF, Habitat for
Humanity, AJWS, Amnesty International
• Based in Northern California. Last week
got 19 inches of rain in 5 days
3. What is “Social Fundraising”?
• Giving your supporters the online tools they
need to fundraise and engage their
community on your behalf
• Your core supporters kick it off, then recruit
champions—parents, alumni, teachers and
others—to set up their own pages and
encourage their networks to give.
• AVI CHAI Foundation will match unique
donations $1:$1 up to $500 (max $10,000)!!
4. Requirements for the Project
• Try something new—a new tool, a new group
to raise money from, a new approach that
asks people to raise money on your behalf
(usually for a specific project)
• Use social media, such as sending suggested
messages that your fundraisers or champions
can share
• Submit a proposal that your coach will review
and Darim/See3/Foundation will approve
5. Your goals
• Raise $$$$$ (hit or
exceed target) … AND…
• Flex new muscles, try
new things
• Grow your social
networks for the long
term
6. More goals
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Engage the school community
Engage new donors, esp. young alumni
Identify “ambassadors” and “champions”
Create culture of philanthropy in your school
and community
7.
8. How they did it:
Robert M. Beren Academy (Houston)
1. Strategically craft a campaign – project would
benefit entire PreK-12, broad appeal, “Music
and Movement Challenge.” Got admin buyin.
2. Create campaign on crowdrise.com
3. Tell the world – messages to entire school
community, champions for the campaign
9. 4. Train the champions – in a Powerpoint
presentation, we told the campaign champs how
to create their own personalized crowdrise.com
pages
5. Incentivize the champions – Amazon.com gift
cards to champions who raised the most
money, and secured the largest number of
individual donations
6. Watch the money roll in – within hours, our
champions were talking up the campaign and
bringing in gifts.
Thanks: Samantha Steinberg and
Rachie Jacobson Gold, RMBA’s
Directors of Marketing/Admission
and Development
14. Likely donors (and champions!)
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Parents
Grandparents
Alumni
Alumni parents
Local philanthropists (double match?)
Existing donors to the school
Students (show your commitment)
16. 4. To support a friend, family member,
colleague
5. To support a school/project
6. To support the Jewish future
7. To feel good
8. To look good in front of others
9. To….???
17. Making an effective
crowd-funding page
1.
2.
3.
4.
5.
Set ambitious but realistic goal
Set deadline (4-6 weeks away)
Make the case for giving (tell a story)
Show a short video (30-60 seconds)
Provide “gift handles” - $18 will buy X, $180
will buy Y, $1,800 will buy Z
6. Show progress (We’ve raised 2/3 of goal!!)
18. Invite people to participate
• Ask for donations, specify amounts
• Start at $5, $10 to make it easy for everyone (but
how high to go?)
• Encourage additional participation from donors –
share on FB, email, ask your parents or
grandparents or friends
• Identify the “influencers” and encourage them to
spread the word to their networks (after they
have made their own personal commitment!)
19.
20. How to invite
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•
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•
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School Web site
Email (school and personal)
Facebook (school and personal)
Twitter
YouTube, Pinterest, Instagram (if…)
Community Web sites (JCC, Jewish
weekly, synagogue, etc.)
21. Keep them in the loop
• Post updates on campaign site, your Web
site, social media, and by email
• Convey urgency by showing your fabulous
progress: “Just $1,500 left to go. Help put us
over the top!”
• Remind supporters that they are a key part of
large group that’s achieving the goal together
22. Show your
• Thank your
supporters across
channels, publicly!
• Praise your
supporters
• Broadcast your
appreciation for
your supporters
23. • Read what people write on
fundraising page
• Read Facebook, Twitter
• Ask your supporters via
email, Facebook, Twitter
“how can we make the
campaign even better”
Listen
24. Facebook strategy (+Big Duck)
• Share videos, photos, quotes, testimonials, celebrities
• Work the people already connected to you – school
community, Facebook friends, Twitter followers, etc. -- they’re your
advocates
• “Join the conversation” is a common tagline used in social
media, which implies that using social media is as much about
receiving from your audience as it is about reaching out to them.
• Pay attention to the feedback or the lack thereof; you’ll learn if the
ways you’re amplifying your message resonates with your audience.
Then you can adjust your posts as necessary.
25. Getting “shares”
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•
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Ask for Shares
Cute, clever, intriguing photos/captions
Share by DEADLINE and help us ….
Show value – Share this and help us raise $18
29. Your influencers could be:
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•
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Best loved teachers, administrators, alums
Friends or family very active on social media
Journalists, esp. online (Jewish weekly)
Celebrities
33. 5 keys to success
1. Come up with great campaign
2. Build compelling fundraising page –
project, gifts, deadline, video, fun
3. Promote it across your best channels –
Web, email, Facebook, Twitter, Instagram, etc
.
4. Ask people to fundraising for you
5. Report back, remind people of deadline and
how they can help