Social Media and Fundraising Tips for Nonprofits

Brief Presentation

Social Media
& Fundraising

Hotel Tryp Oriente
13th March, 2013

Frederico Carvalho

email fredericodigital@gmail.com

Frederico Carvalho! fb.com/frederico.m.carvalho

pt.linkedin.com7in/fredcarvalho

Crea%ve
&
Social
Media
Director

Marke%ng
Online
&
Social
Media

Fundador
/
Director

Digital World
Web Social Media
Site & Blog Search Marketing Management
Search Marketing Optimization
Display Facebook, Twitter, Youtube, Linkedin

Email-Marketing
Motores de Busca
Realidades Mistas Google, Bing, Yahoo
Realidade Virtual Search Engine Marketing
Realidade aumentada Search Engine Optimization

Mobile Branded Content
Qr Codes
Bluetooth Tecnologias Emergentes
GPS / Estratégias de localização Interfaces de Voz (v-commerce
SMS Web Tv (justin.tv)
APP
Mobile TV

by Frederico Carvalho

What is Social Media?
•  Internet-based technology
•  Electronic media with “sharing” capabilities
•  Available to anyone with an internet connection at no cost
•  Made up of user-generated content
•  Reaches a wide audience
•  Democratizes knowledge and information


What can Social Media do for you?
•  Give your organization, it’s programs, events and causes
exposure
•  Increase awareness of your role in the community
•  Bring you financial support
•  Provide you with volunteers
•  Keep you connected and relevant in today’s technology-driven
society


Popular Social Media •  Facebook
•  Twitter
•  LinkedIn
•  Pinterest
•  Instagram
•  Tumblr
•  YouTube
•  FourSquare
•  Blogs (configured to share with social
media)
•  Apps (for accessing popular social media
services on mobile devices)


lauguage population % world language population

1 Mandarim 955 milhões 14,1% 1 English 213 milhões

2 Spanish 407 milhões 5.85% 2 Spanish 142 milhões

3 English 359 milhões 5,52% 3 Portuguese 66 milhões

4 Hindu 311 milhões 4,46% 4 French 44 milhões

5 Arabic 293 milhões 4,23% 5 Indonesian 43 milhões

6 Portuguese 216 milhões 3,08% 6 Turkish 31 milhões
Wikipedia.org


Social Endorsement
•  If a friend posts an update about a charitable donation or a
cause they support on a social media site:
•  68% of people take more time to learn about the
organization if the post was from a friend
•  58% of people will ask the friend about the cause
•  39% of people would donate
•  34% of people would re-post or share the information


Features of Facebook
•  Relatively easy to set up and use
•  Can communicate with large numbers of people
•  Can create personal profiles as well as separate
pages for businesses and organizations
•  Can create and promote events
•  Can share photos and videos

Features of Twitter
•  Very easy to set up and use
•  Just write short updates and messages (140 character maximum)
•  Can create profiles for people, businesses or organizations
•  Can share photos and articles
•  Great for networking and promotion
•  Actively used by organizations and businesses
•  Searchable through hastag# search terms (like #salvationarmy)


Features of Blogs
•  Can be as simple or elaborate as you want
•  Highly customizable
•  Your own dedicated “location” online – either within your website or
separately through a service like Tumblr
•  Can share virtually endless amounts of text, photos, embedded
videos, links and more
•  Can organize entries by subjects or key phrases
•  Great for search engine optimization (being found online through
Google)

Features of YouTube
•  Share videos or slideshows with a global audience through your own
dedicated “channel”
•  Engage with those who may not take the time to read a blog article
•  Great for showcasing events
•  Videos can be shared from YouTube to other social media services,
blogs and websites
•  Searchable by key phrases


Salvation Army
Community Services on Facebook
•  Already has a Facebook pages, updated fairly regularly
•  Workshops and other events should be posted regularly and shared
•  Photos and videos (where legally possible) should be posted often
•  Quick facts about S.A and what you do for the community (assume the public
doesn’t know anything about you!) catch people’s attention and are easily shared
•  Increase interaction – encourage staff, volunteers and supporters to comment on
posts and share them to their personal profiles
•  Don’t be shy! Share the link of your site donation on Facebook now and then and
ask for donations!


Great Examples on Twitter
•  @charitywater – nearly 1.4 million followers – brings clean water to developing
countries
•  @onecampaign – 671,000 followers – fights against extreme poverty &
communicable diseases
•  @hrw – 540,000 followers – provides timely information about human rights
crises worldwide
•  @tourismabby – 3,100 followers – tweets community events and information
•  @vibrantabby – 624 followers – generates solutions to reduce poverty in
Abbotsford


Key Points to Remember
•  Engage, engage, engage! Don’t just share posts and information with others
already involved with Salvation Army – you’re “preaching to the choir”
•  Use social media to attract attention from those not yet involved – your friends,
other organizations

•  Ask questions to provoke thought and encourage interaction
•  Consistency is key! Update regularly – this does not have to mean constantly – once
a day on Twitter, once or twice a week on Facebook

•  Don’t get overwhelmed – it’s better to use one or two services well than lots poorly
•  Update “on the go” through Facebook and Twitter apps for smartphones

Rumors Facts

Offline donors do not donate online 50% of offline donors research their gift online

Online fundraising is for small gifts only Online donors are generous – ($163 avg);

Middle and major donors don’t want to Internet is a favored way for middle and major
hear from you online donors to engage


Who is giving online – profiles -


Why are they giving online ?
• It’s easier than writing a check

• It’s a fast way to provide disaster relief

• It can be anonymous

•They like recurring donations

• Easy way to convert impulse to action

10-Point Online Check-Up
1. Is your URL guessable?
2. Do your publish your URL on every communication, both online and offline?
3. Do you use website design strategically?
4. Do you provide relevant content? (Marketing + Journalism!)
5. Do you tell your story through pictures, videos, or podcasts?
6. Can you collect email addresses on your website?
7. Do you use email marketing & search marketing to drive traffic back to your
website?
8. Can you accept online donations on your website?
9. Do you have a blog?
10. Can people find your website in search engines?

ROI for Social Media,
Sites & Communities
•  Soft ROI •  Hard ROI

–  Awareness & branding –  Individual annual or membership
–  Education fundraising
–  Higher level of engagement –  Event fundraising
(peer-to-peer)
–  Higher affinity for organization
–  Major Donors
–  Community Building
–  Advertising
–  Email List Acquisition
–  Underwriting
–  Advocacy
–  Sponsorship
–  Volunteer recruitment
–  Cause Marketing
–  Grants

Marketing & Fundraising
Requires Differentiation

Tactics: What can you do?
Websites Partnerships

Email Field and Volunteers

Social Networking Events, Rallies & Vigils

Social Media Fundraising

Marketing & Ads Media & Bloggers

Fundraising Lessons from
Network for Good
•  A third of all online giving occurs in December, and 22% of annual giving happens
in the last two days of the year

•  Online giving happens largely between 9 a.m. and 5 p.m. on weekdays

•  Fundraising is still about relationships

•  Loyalty is highest on charity websites that build strong connections with donors

•  Giving portals and social networking charity sites do help

Strategy 1:
Participation w/ People

(c)
Zoe%ca,
LLC.
hDp://zoe%camedia.com
26


Strategy 2:
Use Content to Serve

Social Media Inform/
Engage Stakeholders


Strategy 3:
Engage Influencers


Empowerment and
Crowdsourcing


Calls to Action & Fundraising
•  Make the sale or get the donation

•  You need calls to action

•  This is integration of other marketing
disciplines, such as advertising

Old School Stuff:
Add the Social URL!


Ability is the ‘donation killer’
>Turn-off factors:

• 2 in 10 people can’t find where to donate

• 4 in 10 people don’t donate because of poor
design, cluttered pages and unintuitive layouts.

• 4 in 10 people can’t find the information they
need or find the website content unclear.

Optimize Your Donation Page in 10 Steps

1. Does your donation page look like your website?
2. Do you offer support for one time & recurring gifts?
3. Can donors make anonymous donations?
4. Do you provide both online & email tax receipts?
5. Do you offer tell-a-friend?
6. Can you ask custom questions?
7. Do you offer an email opt-in?
8. Can supporters make tributes or memorial gifts?
9. Can your supporters designate specific programs?
10. Can you offer thank you gifts & premiums?

2012 Statistics on Social Giving


Fundraising on Facebook


Social Media Donors
•  The average donation amount through social
media increases each year – in 2010 it was
$38 but by 2012 had increased to $59

•  Facebook can be configured to accept
donations directly through your page, with
the use of websites like www.causes.com or
services like Donation Application

Donation Application


12 TIPS FOR S.ARMY
& success stories

CREATE IDENTICAL
ARCHITECTURE WEB DESIGN
FOR ALL COUNTRIES
1

hDp://www.exercitodesalvacao.pt
hDp://www.salva%onarmy.org.uk/
hDp://www.ejercitodesalvacion.es/

hDp://www.esercitodellasalvezza.org/
hDp://www.legerdesheils.nl/
hDp://www.frelsesarmeen.no/

CREATE & SHARE IDENTICAL
ARCHITECTURE & DESIGN FACEBOOK APPS
FOR ALL COUNTRIES
2

CREATE LANDING PAGE
FOR FANS OR NON-FANS ON FACEBOOK
FOR ALL COUNTRIES
3

ORGANIZE A PETITION
USING ACT.LY (twitter user friendly) 4

CREATE IDENTICAL
DESIGN & CUSTOMIZE SOCIAL MEDIA
FOR ALL COUNTRIES
5

LISTEN, SHARE AND ENGAGE
USE FACEBOOK TO TALK TO YOUR FANS 6
Open up your Facebook page
by allowing fans to post on wall
updates, photos, videos and
discussions.

CREATE TRAFFIC
BY LINK-BUILDING IN FACEBOOK
7

Insert visible URL website:
www.salvationarmyusa.org/

INTEGRATE OTHER CHANNELS
VIA FACEBOOK FANPAGE TABS 8

USE THE FACEBOOK INSIGHTS
TO GET ACTIVITY & DEMOGRAPHIC DATA
9

USE VIDEO ANNOTATION FOR
MULTIPLE CALLS TO ACTION 10
AND..

CLAIM YOUR FOURSQUARE
LOCATION TO ENSURE ACCURACY & EXPOSURE
11

MAKE YOUR CONTENT SHAREABLE
BY ADDING A LIKE OR SHARE BUTTONS IN YOUR SITE/BLOG 12

SUCCESS STORIES


Facebook Success Story


Twitter Success Story


Flickr Success Story


Online Ecosystem: LIVESTRONG (Integrated Fundraising)

Property Audience Objective
Web Site New & Returning Information Portal; Fundraising

Email List Donors, supporters, Fundraising, Advocacy
participants, volunteers

Blog Media, community, prospects Humanize; Personalize; Influence;
Stories; Acquisition

Facebook Supporters Communication, Community;
Acquisition

Events Fundraisers/Advocates Fundraising; Awareness

Twitter Professional Influencers Real-time news; Acquisition

YouTube All Video Hosting; Acquisition

Resources and Further Reading
•  YouTube
http://www.youtube.com/nonprofits

•  How the Top 50 Nonprofits do Social Media (an
infographic):
http://bit.ly/howthe50bestdo

•  Causes.com:
http://www.causes.com

•  The 2012 Nonprofit Social Networking Report:
http://nonprofitsocialnetworksurvey.com
•  Yes, Social Media for Nonprofits Works (a report):
http://bit.ly/yessmworks
•  Social Media Strategy for Nonprofits (a report):
http://bit.ly/socialstrategynp

•  Manage Social Networks with one plataform
Hootsuite.com
http://dlvr.it/


Frederico Carvalho

email fredericodigital@gmail.com

fb.com/frederico.m.carvalho

pt.linkedin.com.in/fredcarvalho

Photo by: Rui Ricardo

Social Media and Fundraising Tips for Nonprofits

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