This presentation was used at a workshop

1. Social Media, Crowdfunding and
Microvolunteering for Charities and Non-Profits
Presented by Paul Dombowsky
April 25, 2012

2. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 2
April 25, 2012
Today’s Hashtag
#CalgaryFCwkshop

3. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 3
April 25, 2012
TODAY’S AGENDA
• Introduction to Workshop
• Social Media for Charities and Non-Profits
• Crowdfunding for Charities and Non-Profits
• Microvolunteering
• Closing Remarks
• Door Prize Draw

4. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 4
April 25, 2012
Welcome
Why you’re here…
Today’s workshop will look at:
• Social media and its impact on fundraising and volunteer recruitment efforts
• Crowdsourcing and Crowdfunding - what are they and how can you use them
• Fundchange.com - what is it, how can you participate, and lessons from our first year
• Koodonation.com - what is it and how can you take advantage of its community of microvolunteers
• Crowdfunding / project based fundraising – opportunities and things to watch for
• Options for engaging a new generation of donors
• AND – provide an opportunity to hear from you

5. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 5
April 25, 2012
Welcome
Koodonation is the first ever Canadian online microvolunteering community.
Koodonation has been launched and operates as a charitable, not-for-profit
initiative by Koodo Mobile
Fundchange is one of Canada’s first crowdfunding sites for charities, non-profits and
arts groups to fund change in our communities - one project at a time.
Ideavibes has developed a hosted crowd engagement platform that allows
organizations to run crowdsourcing or crowdfunding initiatives or campaigns on
their own website.

6. Social Media
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 6
April 25, 2012

7. Why engage in social media?
• Your donors & supporters are there.
• Your sponsors & media contacts use this tool.
• An additional channel for brand extension.
• Competing organizations may acquire market share in your
space.
April 25, 2012

8. Digital communications tools to leverage the “real time” web.
• Facebook: The most popular social network
• Twitter: “Micro-blogging” tool
• Blogging: Platforms like Wordpress, Tumblr, Blogger
• LinkedIN: Groups & pages for professionals
Foursquare: Geo-location tool
• YouTube: Canada is online video's largest market!
• Pinterest: Virtual Pinboard that lets you organize and share
the things of interest to you on the web.
• Google+: Social networking tool (#2?)
April 25, 2012

9. April 25, 2012
Over 50% of Canadians maintain
at least one social networking
profile.
62% of online Canadians aged
35 to 54 have a social profile.
Canadians & Social Media

10. Networks showing rapid growth in Canada ….
Twitter – 19%
LinkedIN – 14%
Canadians & Social Media
April 25, 2012

11. Canadians & Social Media
April 25, 2012
Women over 55 fastest
growing Facebook group –
quarterly increase of 175%
Women are more likely than
men to visit social networking
sites more than once a day.

12. 86% of Canadian social networkers are on Facebook!
Canadians & Social Media
April 25, 2012
Did You Know…
Of the over 500 million people on
Facebook, more than 250 million
access it through a mobile device!
Did You Know…
The introduction of the Like Button
increased referred traffic to blogs
by 50%

13. April 25, 2012
Facebook Timeline
• Introduced in 03/12
• Engaging cover image
• Pin posts to keep them at
the top for up to 7 days
• Highlighting stretches
your posts to the width
of your timeline
• Draw attention to
content
• See snapshots of activity
in Admin Panel
• Add historical content –
when your organization
was created, major
milestones so your
timeline reflects actual
history and not Facebook
history

14. April 25, 2012
How are charities using social media?
92% of the “Top 50” nonprofits in the US
have at least one social media presence on
their homepage.

15. Most surveyed believe social media is an effective channel.
April 25, 2012
How are charities using social media?

16. Attitudes are
performance-based.
The majority have
accomplished a major
goal using social media.
April 25, 2012
Industry's attitude towards social media

17. April 25, 2012
Social Media & Fundraising Myths ...

18. April 25, 2012
Social Media & Fundraising Reality ...
70% of charities raising over $100k have
budgets of $5 million or more. Only 0.4% of
organizations raised over $100k through
Facebook.

19. April 25, 2012
Be Mindful of Where Funds Come From
Only 2.4% of non-profits were able to
raise over $10k on Facebook
(2010 Forrester)
80% raised $0 from YouTube, LinkedIn,
Flickr.
Online is currently 10-14%
of all fundraising

20. April 25, 2012
Online activists are
seven times more
likely to donate,
compared with
supporters who did
not previously take
an online action for a
cause.
Positive News
Online donation is the
fastest growing giving
channel and is least
expensive.
Direct Mail - cost to
raise $1.00 from NEW
donor $1.25
Online – cost is $0.07

21. April 25, 2012
Example 1

22. April 25, 2012
Example 2

23. April 25, 2012

24. April 25, 2012
Good Metrics
Which actions happen from traffic referred
by which channels? Track online and offline.
Track over time as well.

25. 3% to 6%
April 25, 2012
Conversion is Your Goal

26. April 25, 2012
Email Networks Important
Average charity has 1000 email addresses
for every 110 Facebook fans…

27. April 25, 2012
Drive Conversion to Action

28. April 25, 2012
Email to Twitter to Event

29.  Create consistent calls of action
 Prioritization of programs & objectives
 Avoid getting distracted by shiny objects
 Follow a planned editorial calendar as with DM
April 25, 2012
Best Practices

30. What is Trending?
April 25, 2012

31. April 25, 2012
1. Social Login

32. April 25, 2012

33. April 25, 2012
77% of social media users prefer social login
to traditional registration.

34. April 25, 2012
2. The Mobile Channel
Your supporters are
reading your
appeals on their
mobile devices.
They’ve been doing
it for a while now…

35. April 25, 2012
Mobile Web

36. April 25, 2012
Mobile Apps

37. April 25, 2012
3. Gamification

38. April 25, 2012

39. April 25, 2012

40. 1. Build a Social Media Policy
www.SocialMediaGovernance.com
2. Create a Social Media Calendar to organize activity
3. Remember your Brand
4. Decide how you speak through social media
One Common Voice
Individual Voices
5. Building Community with compelling content leads to
donations
6. Tap into the power of the crowd – make it easy for
sharing and peer-to-peer activity to happen
April 25, 2012
Social Media Top 6 Tips

41. Microvolunteering
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 41
April 25, 2012

42. KoodonationTM

43. What is Koodonation?
An Online Hub
Canada’s first, entirely online
microvolunteering
community.
Supports the work of not-for-profit
organizations.
Encourages community engagement.
Provides an alternative way to volunteer,
perfect for the online generation.

44. What is Microvolunteering?
Network-managed
A non-profit staffer posts tasks (online challenges) to the site. And as microvolunteers post
all of their ideas and responses, the community provides added value in rating the responses
and helping non-profits decide which solutions are best.
Bite-sized
Tasks from the non-profits are broken into small-ish pieces, so
they’re quick and easy to solve for the microvolunteer, yet helpful
for the non-profit.
Convenient
It’s online volunteerism that fits into the individual’s schedule. And it’s all
done online so individuals can also volunteer from anywhere – even
their couch!
Crowdsourced
Anyone and everyone across the country can help.

45. Some Examples.

46. The Launch of Microvolunteering.
Microvolunteering was pioneered by The Extraordinaries.
They launched Sparked.com in July of 2008.
TedxNASA – Ben Rigby – Microvolunteering – Giving Back for Busy People
(Crowdsourcing + Volunteering) * Online
Innovative combination allowing busy people to give back.
=

47. How it works.
Individuals join
Koodonation as
microvolunteers.
Not-for-profit org.
register to Koodonation
as non-profits .
The non-profits post challenges.
Microvolunteers then contribute to the challenges that
correspond to their skills and interests.

48. What makes a good challenge?

49. … not-for-profit organizations?
- A low-maintenance way to get work
done by a huge pool of talented
volunteers;
- A unique opportunity to save money
by getting work done for free.
- A way to raise awareness of your
cause with many new supporters.
- Convenient and simple to use.
What’s in it for…
… for volunteers?
- Makes it easy for busy people to fit
volunteerism into their schedule.
- Is an entirely online form of
volunteering that allows volunteers to
lend their skills whenever and
wherever they have time.
- Makes volunteering simple with no
requirements for travel.
- Offers volunteers a way to contribute
in areas that are of most interest to
them.

50. 50
Getting started

51. Getting started.
Step 1
Create an account.
Step 2
Post a challenge.
Step 3
Collect your results.

52. 52
How it works

53. Once a challenge is up, the
community takes over and
posts answers to help
solve the challenge.

54. Microvolunteers are free
to respond to any
challenge that interests
them and matches their
skills.
And they can do it any
time, anywhere.

55. The responses are posted on
the wall of each challenge for
all to see and collaborate on.
Anyone who feels a microvolunteer
gave a really good answer can give
that person a ‘Thumbs up’!

56. It’s a two-way conversation.
BTW, microvolunteers love getting
feedback from the non-profits who
post the challenges.

57. And once a challenge
closes, don’t forget to thank
your microvolunteers!

58. 58
So, is it working?

59. Our Launch, with the
Koodonation Challenge.
Koodonation was officially launched on October 13th, with the Koodonation
Challenge.
Celebrities acted as judges and Koodonation Ambassadors
MTV Live Co-host Sheena Snively, Jeremy Taggert from Our Lady Peace, Daniel Johnson
from Stereos, Toronto Argonaut Mike Bradwell, and leading Canadian Blogger Casie Stewart.

60. Winners of the
Koodonation Challenge
Durham students were awarded a $20,000 contribution for the charity of their
choice, The Grandview Children's Centre.

61. Great interest from the
community.
- 94 online stories!
- 16 print stories!
- 9 radio segments!
- 2 TV segments!

62. Over 3,206 microvolunteers have
already registered on the site, and
the number grows everyday!
172 challenges have been
completed to date by the
microvolunteers.
Ushering in
a new way of volunteering.
Over 220 non-profits are
members of the community.

63. koodonation.com
Webinar
http://youtu.be/oQzQUGuuahA

64. Crowdfunding
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 64
April 25, 2012

65. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 65
April 25, 2012
What is Crowdfunding?
So many definitions …
According to Wikipedia – crowdfunding describes the collective cooperation,
attention and trust by people who network and pool their money and other
resources together, usually via the Internet, to support efforts initiated by other
people or organizations. Crowd funding occurs for any variety of purposes,[1] from
disaster relief to citizen journalism to artists seeking support from fans, to political
campaigns, to funding a startup company, movie [2] or small business[3] or creating
free software.
Crowdfunding is Crowdsourcing for $

66. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 66
April 25, 2012
What is Fundchange?
Fundchange is a crowdfunding initiative brought to you by Ideavibes and sponsored
by TELUS. The site is powered by a socially innovative web application by Ideavibes
designed to tap into the wisdom and generosity of the crowd to raise funds for
Canadian charities to make change happen one project at a time.
Fundchange is crowdfunding for CDN Charities & NFPs

67. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 67
April 25, 2012
Crowdfunding - What do you need?
• A crowd
• Business challenge / problem / question you want answered – ideas
• A process and tool for engagement
• Trust and commitment in your crowd to take action
• Key performance indicators – what does success look like?
• Proof of action – your crowd wants to see what happened
Fundchange is facilitating the activity of the crowd – and building a crowd

68. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 68
April 25, 2012
The Year Behind

69. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 69
April 25, 2012
The Year Ahead
• More workshops – these continue to be popular
• Grow corporate sponsorship for Fundchange
• Work with cities and large organizations to create their own Fundchange
initiatives
• IE. City of Chicago could have a city specific site for local charities
and non-profits
• Exploring how to help social enterprises
Fundchange is working to build its funder base and awareness

70. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 70
April 25, 2012
Benefits & Challenges
• It’s social – the crowd promotes projects it likes
• It’s social – the crowd won’t promote projects that aren’t shareable
• Success comes to those that actively build a crowd
• A challenge for organizations new to social media
• It’s the free market at work
• It’s the free market at work
• Build stickiness to the project
• Need to pay attention to write-up to inspire funders & actively promote

71. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 71
April 25, 2012
Integrating Crowdfunding into Your Organization
• Crowdfunding success comes quickest to organizations that are social –media-
aware and engaged. If your organization is not yet social media-enabled, it will
take time and human and financial resources to do so.
• Because your efforts are only as good as the crowd you are able to mobilize to
your cause, it makes sense that your organization strategically manages and
promotes its brand online.
• Make sure your target audience is online and will give online
• If you opt to post your projects on established crowdfunding sites, do your
homework – be careful of the company you keep.

72. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 72
April 25, 2012
Donor Generations
Millennials (born ’91 and after) - ?
Gen Y (born ’81-’91) – Average Donation $325
Gen X (born ’65-’80) – Average Donation $549
Boomers (born ’46-’64) – Average Donation $725
Civics (born ’45 or earlier) – Average Donation $833

73. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 73
April 25, 2012
Where Donors Are Giving
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Checkout Donation
Fundraising Event
Tribute Gift
Charity Gift Shop
Online via Website
Mailed Gift
Monthly Debit
In Lieu of Gift
Phone
Third Party Vendor
SMS
Social Network Site

74. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 74
April 25, 2012
Online Giving
“Fundraising Trends and Challenges in the Canadian Direct Marketing Sector”- a
research paper from 2009 by Cornerstone Group of Companies shows:
Donors who make their first gift to an organization online as opposed to via direct
mail have a much higher average gift
$73 vs. $36
There are now more than 4 times the number of new donors, per organization, from
online initiatives than 5 years ago (9M to 40M).”

75. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 75
April 25, 2012
Who is your Crowd?
Donors
Prospects
Event
Attendees
Mailing Lists
Donors’
Network
Prospects’
Network
Event
Attendees’
Network
Mailing List’s
Network
The crowd you know The crowd you don’t know
Social Media Makes
the Connection

76. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 76
April 25, 2012
Projects or Doable Asks
• Easier for many people to wrap their head around a smaller project as opposed to
a ‘cure’ or a ‘hospital wing’
• Examples:
• Piece of medical equipment
• Stream revitalization
• Education program
• Conference attendance
• Sports equipment for a couple kids

77. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 77
April 25, 2012
Example: Fundchange – Canada Only
Not ‘all or nothing’ – after 21
days a project can be removed
Costs:
$99 + hst to join
includes 2 postings
3.9% processing fee

78. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 78
April 25, 2012
No restrictions on who posts
projects or the type of projects.
Funding is all or nothing
Costs:
3% Fee on money raised
Example: SPONSUME - UK

79. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 79
April 25, 2012
No restrictions on who posts
projects or the type of projects.
Funding is all or nothing
Costs:
3% Fee on money raised
Example: Please Fund Us (UK)

80. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 80
April 25, 2012
Example: CrowdRise (US)
No restrictions on who posts
projects or the type of projects.
Funding is all or nothing
Costs:
3% Fee on money raised

81. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 81
April 25, 2012
Resources
• Donor stats, etc. came from “The Next Generation of Canadian Giving” – Nov.
2010 – by Vinay Bhagat, et al
• “The Wisdom of Crowds” – book by James Surowiecki
• “Crowdsourcing” – book by Jeff Howe
• “Fundraising Trends and Challenges in the Canadian Direct Marketing Sector”, a
research paper released in 2009 by Cornerstone Group of Companies
• Crowdfunding Whitepapers at www.ideavibes.com

82. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 82
April 25, 2012
Announcement #1!
Fundchange TELUS Matching Campaign - April 2012
Fundchange and TELUS are celebrating the one year anniversary of Fundchange with a Spring
Matching Campaign targeted at new members – especially from the west.
• First two new projects to get fully funded on Fundchange in the month of
May, will receive up to $5000 in matching funds from TELUS
• Total funding by TELUS: $10,000
• Organizations that have received matching funds from TELUS before are
not eligible.

83. Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 83
April 25, 2012
Announcement #2!
Receive New E-book on Social Media for you and your crowd
• Fundchange and Social Media Educator,
Rebecca Coleman have teamed up to provide
all workshop attendees and new organizations
that join Fundchange the new eBook
"Social Media for Charities and Non-Profits”
• Purchase for $11.95 here:
http://www.rebeccacoleman.ca/nfp_e-book/

84. THANK YOU!
SLIDES WILL BE ON SLIDESHARE SHORTLY
Paul Dombowsky
Fundchange | Ideavibes
+1.613.878.1681
paul@fundchange.com
@fundchange
Jennifer Robertson
Koodo
jennifer.robertson@koodo.com
@koodo