Raising More Money Using Social Media Tools

Raising More Money With
Social Media Tools
September 13, 2012
The Nonprofit Net, Inc.

Who Am I?
 Served with the U.S. Peace Corps 2000-2002
 Began nonprofit career writing grants and press releases
 Worked at small, grassroots nonprofits and large
institutions of higher education
 Started J Campbell Social Marketing in 2011 to help
nonprofits and small businesses work better and smarter
using online tools
 Advocate and cheerleader for social media
 NOT a social media “expert” (I don’t believe in that term)

Slides available: www.jcsocialmarketing.com

Slides available at: www.jcsocialmarketing.com

“Social Media” – What Is It?
 Any online technology or practice that people use to
share (content, opinions, insights, experiences,
perspectives and media).
 REAL interactions in REAL time.


“Social Media” – Is It A Fad?
 No.
 The platforms may change
(anyone remember Friendster and
Myspace?) – but the concept is
not going to change.
 Social media has revolutionized
the way we communicate with
each other on a personal and
professional level.
 Social media has completely
changed our expectations of
brands, companies and
nonprofits.


2012 Nonprofit Social Networking Report
 98% have a Facebook page with an average
community size of over 8k fans.
 Average Facebook and Twitter communities grew by
30% and 81% in 2011, respectively.


2012 Nonprofit Social Networking Report
 73% of respondents allocate half of a full time
employee to managing social networking activities.
 43% budget zero dollars for their social
networking activities.
 The top 3 factors for
nonprofit success in
social media are:
 Strategy
 Prioritization
 Dedicated staff


What Does It Mean For Nonprofits?
 Extension of donor relations – research,
stewardship, cultivation, connection.
 Public awareness! “We do such great work but no one
has ever heard of us!”
 Transparency – You can no longer operate in a silo.
 Public accountability.
 Digging deep into the
“Why would anyone
care?” question.
 We know why.
 But can we convey it?


Great! But Does It Work?
Blackbaud found that:
“Supporters who achieve the strongest fundraising
success combined multiple social media tools
(along with email and in person connections) in their
communication efforts.
Overall, participants that adopted integrated social
media tools increased their fundraising by as much
as 40% compared to their peers who weren’t using the
available online tools.”
 Link: http://www.netwitsthinktank.com/friends-asking-friends/using-social-media-
increases-fundraising-by-40-percent.htm


Does This Sound Familiar?
 If we get on Facebook, the donations will POUR in!
 I heard of an organization that raised a million dollars
using Twitter!
 Let’s get our fundraising video on YouTube and have it
go viral!


The Bad News…
 Social media is not a
silver bullet.
 It is not entirely free.
 It cannot be done well
in an hour a week.
 It requires a
commitment of
resources, staff,
capacity and
knowledge building.
 It is never done (you
can’t cross it off the
To Do list).


The Good News…
 If you have an
Internet connection it
is accessible to you!
 It’s fun!
 It’s mostly free!
 When done
consistently and done
well, the results can
be astounding!
 Your donors,
volunteers and
community are
already there, waiting
for you!

Fundraising Principles Do Not Change
It’s a Relationship, Not a
Transaction
 Your supporters are your community
first.
 Talk to them often.
Reach People Where They Are,
Not Where You Want Them
To Be
 On their terms (phone, email, social
media, events).
Make the Story Count
 Faces. Stories. Of real people.
 Individual success stories.

Taken from “Fundraising: People First, Dollars Next”, posted on the Inspiring Generosity blog

Fundraising Principles Do Not Change
Talk to Me, Not to a “Dear
Friend”
 You need to know who I am.
 Segment lists.
 Personalize. We expect it.
Put Your House In Order
 Walk through a donor’s journey, from
start to finish.
 What is the response rate and level of
acknowledgement?
Thank Supporters (On Time)!
 Goes back to internal processes.

Taken from “Fundraising: People First, Dollars Next”, posted on the Inspiring Generosity blog

“Because fundraising is really about a relationship, a series of
conversations between humans, for the greater good. Dollars
are just one outcome.” - NetWitsThinkTank


Four Steps In Fundraising
1. Discovery
2. Cultivation
3. Solicitation
4. Stewardship

Face-to-face connections
Personal relationships
Social media can enhance these
efforts and cast a larger net for
donor prospecting


Discovery
 Look at your email newsletter
subscribers
 Look at your blog readership
 Look at your Facebook fans,
Twitter followers, etc.
 Use LinkedIn!
 People can add causes they care
about to their profiles
 Search LinkedIn Groups
 Follow companies that you want
to partner with


Cultivation
 Donors want to be
informed.
 Use it for staying in
touch.
 Use social media to:
 Post updates,
announcements, events,
photos, stories
 Show the impact their
donation is making
 Acknowledge them and
their donation/investment


Solicitation
 No major gift
solicitations via social
media!!!
 Online giving campaigns
are different.
 Personal, major gifts are
always done in person.
Idea:
 People want to be part of Have a donor write a guest blog
successful things. post or Facebook post about why
they decided to donate.
 Show them that their
friends, colleagues and
community is giving too.


Stewardship
 Say thank you. Repeatedly.
 Keep donors information,
involved and important
 Post info about how the
money is being used
 Success stories
 Giving donors early info
about events
 Breaking news
 Acknowledgement on your
website


Questions so far?
Next part of the
presentation:
 6 Tools for
Fundraising Online
 How To Conduct A
Successful Online
Fundraising
Campaign


6 Tools for Fundraising Online
1) ChipIn
Works like a donate button with a thermometer measuring the
campaign’s progress.
Subscribing is free, they go through PayPal. Rates start at 2.5%.


2) ChangingThePresent
Connects donors with more than 1,500 charitable gifts (“Help stop
global warming for $20”, “Adopt a tiger for $40”).
A premium nonprofit profile costs $100/year. Rates at 3%.


3) Razoo
Helps donors find inspiring giving opportunities and helps
nonprofits and volunteers create fundraising pages.
You can accept donations on your Facebook page, your website and
check in from your iPhone app.
Flat 2.9% rate.


4) Causes
Can post Cause profiles on your Facebook page.
4.75% free processed through Network for Good.


5) FirstGiving
Create your own individual fundraising pages.
To link pages back to your site is $300/year. Rates – 5% + 2% CC.


6) **My favorite:** Fundly
1.9% fee + 3.0% for credit card processing. No monthly fee.
$100 is the average Facebook donation for shared campaigns.
Nonprofits and individuals can both use Fundly.
Ease of use.


Tips from Fundly CEO Dave Boyce
How to turn donors into fundraisers!
You can triple your online giving by inviting people to
invite their followers and friends!
“I invite you!” – Peer-to-peer ask is most powerful.


Online Giving Campaigns
Step By Step Guide to a Successful Online Giving
Campaign
1) What is the project you are funding?
 “General Operations” doesn’t cut it.
 Something specific and tangible.
 Playground, arts equipment,
instruments, field trip, classroom,
job training, food, books

2) Get very specific.
 Set a price tag and a deadline.
 Is your date 3 months out (ideal)?
 Is your target achievable?


3) Set Giving Levels.
 Make them fun.
 Make them meaningful.
 $700 gets you the slide!

4) Share stories.
 Why should people care?
 Photos
 Videos
 Personal experiences
 Blog posts


5) Email launch!
 Target: “We are raising $22,500 by October 15.”
 Objective: “This will allow us to open one new classroom.”
 Make it personal!
 Send an update per week. 3 lines, very brief, very personal.
6) Use social media.
 Facebook
 Twitter
 LinkedIn
 Google+
 YouTube
 Pinterest


7) Recruit help.
 Get your top supporters to set up
their own pages!
 “Rinse and repeat”
8) Use your website real estate.
 Embed the campaign Donate
Button on your website.
 Be consistent across all
marketing and communication
channels.
 Don’t want to confuse donors!


9) Celebrate!!
 Announce when you reach milestones.
 Get everyone excited!!! Keep up the enthusiasm!
 Provide evidence of the money’s impact.


Online Fundraising: Tips
 Experience another charity’s online donation process.
 Is the Donate Now button easy to find?
 Is the donation process difficult and complicated?
 Are the forms long and cumbersome?
 What is the acknowledgement process?
 Where could they improve?
 What are they doing well?
 What could your
organization emulate?


Example: The Ellie Fund
 You think you have no time for social media?
 Meet Julie Nations, Executive Director of small
Boston nonprofit The Ellie Fund, mother of 3 boys
under 6, social media maven!
 Get her (awesome) presentation from Social Media for
Nonprofits:
http://www.slideshare.net/SM4nonprofits/julie-nations-
ellie-fund
 Big Idea Wall: Write down everything that you do and
figure out where social media can fit in.
 “Plan the work and work the plan.”


Twive and Receive
 Twive and Receive
 National Giving Day on June 14
 Twitter-based giving day
 Cities across America compete to win their share
of $30,000 in award money for a locally-serving
nonprofit (Razoo Foundation).
 Only one nonprofit per city was allowed to
compete.
 Communities fundraised using Twitter, other
social networks and electronic media.


Twive and Receive
 Twive and Receive
 Two goals
 Raise money
 Raise capacity for nonoprofits
 The importance of including training in this
 “A giving day like this should be an exercise that
bilds nonprofits’ social media capacity, and
encourages them to try out new and different
skills and theories.”


Example: The Ellie Fund


Ellie Fund’s 4 Winning Strategies
1) Don’t make it about the money.
2) Create a compelling story.
 Chance of winning $15K is not a very compelling story.
 They decided to tell the untold story of breast cancer:
how the families and kids are affected in addition to the
cancer patient.
 They created a team
of superheroes
 Filmed 5 kids talking
about their experiences


Twive and Receive
 http://www.youtube.com/watch?v=kQYdVGlLb-
g&feature=plcp


Ellie Fund’s Winning Strategies
3) Leverage existing assets.
4) Plan!!

 Facebook
 Determine what your main call-to-action is for your
supporters.
 Find compelling pictures to include in your posts.
 Always link back to your fundraising page.
 Post a few times a day and start between 9 and 10AM.
 Make sure your message is clear and concise.
 Keep Facebook posts as short as a Tweet (140 characters max).

Adapted from John Haydon’s Social Media Checklist:
http://social.razoo.com/2012/06/your-weekly-social-media-checklist/


 Twitter
 Schedule Tweets with links to your fundraising page ahead of time.
 Choose exciting phrases like “Show your support on June 14th!” and “Be
part of the movement!”
 Use platforms like HootSuite to gather information on which Tweets got
the most clicks.
 Do keyword searches relevant to your organization’s mission, like
“animal rights” or “environment”.
 Engage in conversations with them when you have relevant information
to share (that’s not always about just your organization).
 Follow people back and ReTweet other posts so those people can take
notice of you.



 Pinterest
 Pin posts with compelling images related to your cause.
 Try pinning resources from other places—not just from your
organization—to help you build relationships with other people in your
area.
 Comment, like, and repin other people’s posts. And if you get a
comment, like, or repin from your posts, thank them!

 Google Analytics
 In everything you do, measure! See what works, what doesn’t work, and
adjust accordingly. Metrics are your friends!



Take Aways
 Don’t compare.
 Don’t get discouraged.
 Get training.
 Get professional help.
 Do it in bite-size pieces.
 Do what’s manageable.
 Have realistic expectations.
 Less is always more.
 Quality over quantity.
 Go off-topic.
 Have fun!


To learn more:
 www.johnhaydon.com
 www.bethkanter.org
 www.nonprofitorgsblog.org
 www.hubspot.com
 www.jcsocialmarketing.com


Questions, comments, feedback?
 Email: julia@jcsocialmarketing.com
 Website: www.jcsocialmarketing.com
 Cell: 978-578-1328
 Twitter: @skullsflying
 Facebook:
www.facebook.com/
jcsocialmarketing


Raising More Money Using Social Media Tools

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