View
1.215
Download
2
Category
Preview:
DESCRIPTION
Social media represents a new platform for strategically driven online fund-raising. This workshop (presented at the 2010 ASAE Great Ideas Conference) focuses on three case studies and provides 25 tips and techniques used for social media based fund-raising.
Citation preview
Connecting Great Ideas and Great People
www.asaecenter.org
Steve DrakePresident
Drake & Company
Moving from Dialing for Dollars to Tweetups & Twestivals: How Social
Media can Engage New Donors
Tuesday, March 9, 2010 12:30 - 1:45 p.m.
www.asaecenter.orgwww.asaecenter.org
How Social Media can Engage New Donors
Social media represents a new platform for strategically driven online fund-raising Focus on case studies of three organizations that combined (Twitter) strategies with off-line events to raise funds I am a facilitator NOT an expert!
Organized one; participated in another; studied a third
www.asaecenter.orgwww.asaecenter.org
Today’s Agenda
Outline case studies Review lessons learned Summarize 25 tips Crowdsourcing to create Top 10 tips Mobile & other funding platforms (if
time)
www.asaecenter.orgwww.asaecenter.org
TwestivalTM
Branded global Twitter-generated festivals
2009 – 202 cities … raised $250,000 for clean water through Charity: Water
2009 – 130 cities raised $450,000 for 135 charities via TwestivalTM Local
2010 – 3/25 global events with funds going to Concern Worldwide’s education projects
www.asaecenter.orgwww.asaecenter.org
Tweetsgiving Created by Epic Change Supports Momma Lucy’s
school in Africa Focus on Twitter gratitude
and funding Started with gratitude
sharing Expanded with off-line events Raised about $50,000 in two
years
www.asaecenter.orgwww.asaecenter.org
Christmas SPIRIT Foundation Veterans Day 2009 Honor Vets & support Trees for Troops Twitter and off-line events Raised $2,500 in experimental phase
www.asaecenter.orgwww.asaecenter.org
Lessons Learned
Start early Tell the story in words, videos, photos Be transparent Hosts need to be recruited Monitor/protect your brand
www.asaecenter.orgwww.asaecenter.org
Transparency
Use a leader board to showfunds &/or votes
Use a leader board to showfunds &/or votes
www.asaecenter.orgwww.asaecenter.org
Tweetsgiving
www.asaecenter.orgwww.asaecenter.org
Local TweetUp
www.asaecenter.orgwww.asaecenter.org
What You Would Do Differently Start earlier Don’t focus totally on fund-raising Easy and heartfelt works best Align volunteers with values Coordinating “off-line” events takes
time Use existing Twitter handle Set yourself apart: lots of competition
www.asaecenter.orgwww.asaecenter.org
Tips, Tactics, Techniques Started with comments/suggestions
from the three organizations Crowdsourced (#s correspond to
survey) 25 ideas divided into three categories:
Planning the Campaign Growing the Campaign Using Twitter in your Campaign
www.asaecenter.orgwww.asaecenter.org
Tips: Planning the Campaign
A-1 Start earlyA-2 Keep it simpleA-3 Make it easyA-4 Avoid curse of knowledgeA-5 Select right platform
www.asaecenter.orgwww.asaecenter.org
Tips: Growing the Campaign
B-1 Engage existing networkB-2 Build strong databaseB-3 Pursue beyond onlineB-4 Illustrate where $ goB-5 Be transparent
www.asaecenter.orgwww.asaecenter.org
Tips: Growing the Campaign
B-6 Make Web strong/easy to navigate
B-7 Use multiple media to tell storyB-8 Seek volunteers aligned with
causeB-9 Manage volunteersB-10 Provide link to donateB-11 Network, network, network
www.asaecenter.orgwww.asaecenter.org
Tips: Using Twitter for Your Campaign
C-1 Do NOT ask for $ firstC-2 Team with othersC-3 Communicate personallyC-4 Search for shared interestC-5 Ask core to retweet
www.asaecenter.orgwww.asaecenter.org
Tips: Using Twitter for Your Campaign
C-6 Select hashtag (#)C-7 Consider TwibbonC-8 Remember to thankC-9 Tweet status regularly
www.asaecenter.orgwww.asaecenter.org
Exercise
Are there other tips that should be included in these 25?
In small groups, select the top 10 ideas that encourage success.
www.asaecenter.orgwww.asaecenter.org
Can you find your donate button in 1-2 seconds?
Is your donation button above the fold, big and colorful?
Is it clear where the money goes? To directly which activities or people?
Do you have links to events and other opportunities for engagement?
Network for Good® Checklist – Web site
www.asaecenter.orgwww.asaecenter.org
One clear call to action on your donate form (Donate! Or, become a member!)
Copy is in a font size that is easy for people over 50 to read
One-page donation forms Automatic e-mail tax receipts once
the gift is made
Network for Good® Checklist – Forms
www.asaecenter.orgwww.asaecenter.org
Can people sign up on any page on your Web site?
Is “Forward to a Friend” in every e-mail message?
Does your organization’s social networking presence encourage “friends” and “followers” to visit your home page and/or sign-up form?
Network for Good® Checklist – Lists
www.asaecenter.orgwww.asaecenter.org
Does your subject line entice readers to open?
Are you e-mailing at right time, right days?
Does the message come through, even if the images don’t?
Does this e-mail have a personal touch? Are you being CAN-SPAM compliant?
Network for Good® Checklist – E-Mail
www.asaecenter.orgwww.asaecenter.org
Do you send receipts and a personalized thank you immediately upon receiving a donation?
Do you thank donors again later in the year?
Do you give the donors the credit for the impact and share how funds were used?
Network for Good® Checklist – Thanking
www.asaecenter.orgwww.asaecenter.org
Conclusion
Questions? Comments regarding mobile giving. Thanks for participating!
www.asaecenter.org
Contact Information
Steve Drake, MAPresidentDrake & Companydrake@drakeco.comTwitter: @causeaholic and @stevedrake636/449-5050
Recommended